Customer Analysis in Marketing Management MAR 331 Fall, 1998

Customer Analysis Who Where When What How

Customer Analysis Consumers Business to Business

Customer Analysis Consumers –End use customers –Brand loyalty –Repurchase

Customer Analysis Business to Business requires special considerations –derived demand –purchaser is often NOT the user

Customer Analysis Where are my customers? –Invoice data –Warranty cards

Customer Analysis When Do My Customers Buy? –Demand variation –Changing customer buying patterns

Customer Analysis What Do My Customers Want? Recording sales by price range, size and color Competitive information from independent research firms

Customer Analysis How Do My Customers Buy? –Recognition of problem –Search for alternatives and info –Buyer’s mental evaluation of alternatives –Purchase –Postpurchase behavior

Customer Analysis Problem recognition –Depleted inventory –Advertising –Promotions –Store display

Customer Analysis Search for alternatives and information –Past experience –Brochures –Catalogs

Customer Analysis Evaluation of alternatives –Standard Learning Hierarchy –Dissonance-Attribution Hierarchy –Low - Involvement Hierarchy

Standard Learning Theory Cognitive (Perceptual) Affective (Like - Dislike) Conative (Purchase) Buyers are highly involved Products are clearly differentiated Mass media/Early PLC

Dissonance-Attribution Theory Conative (Purchase) Affective (Like-Dislike) Cognitive (Perceptual) Buyers highly involved/products similar Salesperson important Early Maturity

Low-Involvement Theory Cognitive (Perceptual) Conative (Purchase) Affective (Like - Dislike) Low involvement/similar products Broadcast/Late maturity

Customer Analysis Buyer’s mental evaluation of alternatives –Friends –Social class –Personality –Lifestyle

Customer Analysis Purchase –Store location –Skill of the salesperson –Availability of credit

Customer Analysis Postpurchase Behavior –Speed of repairs –Product durability –Extended warranty

Customer Analysis How Does My Firm Become Customer Oriented? –Customer Checklist –Plant tours –Customer visits

Customer Analysis Action and results driven Encourages initiative Increases role of staff to customers Builds trust