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Week One - Review
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Learning Outcomes Identifying the Customer Investigating the Customer
Understanding Customer Behaviour Predicting and Influencing Customer Behaviour
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Basic Framework Motivation Perception Search Evaluation Choice
Learning
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Consumer behaviour can be defined as the decision-making process and physical activity involved in:
acquiring, evaluating, using and disposing of goods and services
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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
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Customer Profile A basic technique which brings together Consumer Behaviour data as a basis for decision-making
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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.
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Typical Customer Profile includes:
Who How Where When Why
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5 Faces of Customer Profile
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Demographic profiling
age, sex, race, education, occupation, income, religion, marital status, family size, home ownership, socio economic status, etc...
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Geographic variables :
state, country, region, climate, population PLUS Geo-Demographics
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Psychographic profiling variables :
Customer's lifestyle, personality, values, attitudes,
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Behavioural variables :
product usage rate brand loyalty, benefit sought, decision making units, ready to buy stage
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Consumer Research seeks to answer the:
Who? What? How? Why? Where? When? questions
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Research and Action Who? What? How? Where? When? Why?
Customer and Market Profile Marketing Management Marketing Strategy and Operations
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Types of Consumer Research
Exploratory Research Descriptive Research Causal Research …relates to Uncertainty
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The Research Process A logical set of stages that research goes through o produce ROBUST and RELEVANT Marketing Intelligence
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Logical Process
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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
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