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

3. 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.

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

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

6. 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?

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

8. 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?

9. Why do customers buy this product? Basic motivation
do customers choose one brand as opposed to another?

10. 5 Faces of Customer Profile

11. Demographic profiling
age,
sex,
race,
education,
occupation,
income,
religion,
marital status,
family size,
home ownership or otherwise

12. Geographic variables :
state,
country,
region,
climate,
Town vs Country
Urban vs Rural
PLUS Demographics =
Geo-Demographics

13. Psychographic profiling variables :
Customer's lifestyle,
personality,
Happy Sad Pessimistic Optimistic Introvert Extrovert
values, - how they live their life
attitudes, - how they view the world

15. Behavioural variables :
product usage rate
brand loyalty,
benefit sought,
decision making units,

16. RFM : Recency, of purchase or use of service
Frequency – how often they purchase.
Monetary values – how much spent

17. RFM :
Scale 1 to 5
1 = low
5 = high
555 = very good customer