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Week One - Review.

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Presentation on theme: "Week One - Review."— Presentation transcript:

1 Week One - Review

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

3 Basic Framework Motivation Perception Search Evaluation Choice
Learning

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

5 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

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

7 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.

8 Typical Customer Profile includes:
Who How Where When Why

9 5 Faces of Customer Profile

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

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

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

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

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

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

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

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

18 Logical Process

19 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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