Week One - Review

Learning Outcomes Identifying the Customer Investigating the Customer Understanding Customer Behaviour Predicting and Influencing Customer Behaviour

Basic Framework Motivation Perception Search Evaluation Choice Learning

Consumer behaviour can be defined as the decision-making process and physical activity involved in: acquiring, evaluating, using and disposing of goods and services

Consumers and Customers Consumer – engages in the physical activities of evaluating, acquiring, using or disposing of goods and services Customer - actually purchases a product or service

Customer Profile A basic technique which brings together Consumer Behaviour data as a basis for decision-making

Customer Profile: Outline of the type of customer likely to purchase product/brand. Developing a customer profile will helps target marketing strategy and activities and is an essential analysis tool. Allows concentration on real potential customers rather than too wide a range of people.

Typical Customer Profile includes: Who How Where When Why

5 Faces of Customer Profile

Demographic profiling age, sex, race, education, occupation, income, religion, marital status, family size, home ownership, socio economic status, etc...

Geographic variables : state, country, region, climate, population PLUS Geo-Demographics

Psychographic profiling variables : Customer's lifestyle, personality, values, attitudes,

Behavioural variables : product usage rate brand loyalty, benefit sought, decision making units, ready to buy stage

Consumer Research seeks to answer the: Who? What? How? Why? Where? When? questions

Research and Action Who? What? How? Where? When? Why? Customer and Market Profile Marketing Management Marketing Strategy and Operations

Types of Consumer Research Exploratory Research Descriptive Research Causal Research …relates to Uncertainty

The Research Process A logical set of stages that research goes through o produce ROBUST and RELEVANT Marketing Intelligence

Logical Process

Reading Review Introduction – Chapter 1 CB Introduction Nature and Scope – Chapter 1 Customer is Overload Customer Profiles - Segmentation Notes Consumer Research – Appendix B Consumer Research Methods