1. Understanding Customers

2. All Marketing decisions are designed on the basis of
Customer Focus

3. Need to Understand Who the Customer is / will be Customer Values
Customer Behaviours

4. C. Learning Academy of Branding
Understanding Values
A market never bought anything –
only Customers do.
Customer Values +
Customer Buying Behaviour
C. Learning Academy of Branding 4 4

5. Who the Customer is / will be
Need to be able to describe customers /
potential customers
Commonly use characteristics such as:
Demographics
Geographics
Psychographics

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

7. Geographic variables :
state,
country,
region,
climate,
population
PLUS
Geo-Demographics
(you are where you live)

8. Psychographic profiling variables :
Customer's lifestyle, - based on
personality,
values,
attitudes,

9. Customer Values
Functional
Symbolic
Transactional

10. Functional Values
Customers buy things for
what they do

11. Symbolic Values
Customers buy things for
what they mean

12. Transaction Values Customers get values from
the experience of exchange

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

14. Using Consumer Behaviour :
Knowledge of Consumer Behaviour informs ALL Marketing decisions and activities:
Strategy
Operations
Tactics

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

16. Customer Profiles Core information on: Characteristics Values
Behaviours
Form the basis for defining target customers and segments

17. Typical Customer Profile includes:
Who
How
Where
When
Why

18. Who are the occupants of segments? buys our products and why?
buys our competitors' products and why

19. How do customers buy? long does the process last?
do various elements of the marketing programme influence customers at each stage of the process?
and for what do customers use the products?
much are they willing to spend?
often do they buy?
much do they buy?

20. Where is the decision made to buy?
do customers seek information about the product/outlet?
do customers buy the product

21. What benefit does the customer seek?
factors influence demand for the product?
are the important criteria for customers choosing this particular outlet / product?
is the basis of comparison with other products / outlets?
risks does the customer perceive?
services do customers expect?

22. Why do customers buy this product?
do customers choose one brand as opposed to another?