3-1 Aaker Chapter 3 Customer Analysis

3-2 “The purpose of an enterprise is to create and keep a customer.” - Theodore Leavitt

3-3 Customer Analysis Who Are They What Do they Buy? How Do they Choose? Why Do they Select? Where Do they Buy It? When Do They Buy It?

3-4 Buying Roles/ Needs & Benefits Initiator Influencer Decider Purchaser User

3-5 Major Consumer Variables The SRI Services VALS 2 Ivals Business Trends

3-6 Variables For Business Markets Demographic Operating Purchasing Approaches Situational Factors Personal Approach

3-7 Segmentation How should segments be defined? –Benefit Segmentation –Price Sensitivity –Loyalty –Application Segmentation –Multiple Segment versus Focus Strategy

3-8 Customer Motivation Analysis Identify Motivations Identify Motivations Group and Structure Motivations Group and Structure Motivations Assess Motivation Importance Assess Motivation Importance Assign Strategic Roles to Motivations Assign Strategic Roles to Motivations Figure 3.6