all marketing decisions are designed on the basis of customer focus

Consumer Behaviour

Bangor Transfer Abroad Programme

Consumer Behaviour

Bangor Transfer Abroad Programme

All Marketing decisions are designed on the basis of

Customer Focus

Consumer Behaviour

Bangor Transfer Abroad Programme

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.

Consumer Behaviour

Bangor Transfer Abroad Programme

Typical Customer Profile includes:

•Who•How•Where•When

•Why

Consumer Behaviour

Bangor Transfer Abroad Programme

Who

•are the occupants of segments?

•buys our products and why?

•buys our competitors' products and why

Consumer Behaviour

Bangor Transfer Abroad Programme

How

•do customers buy?

•long does the process last?

•do various elements of the marketing programmeinfluence 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?

Consumer Behaviour

Bangor Transfer Abroad Programme

Where

•is the decision made to buy?

•do customers actively seek information about the product/outlet?

•do customers buy the product

Consumer Behaviour

Bangor Transfer Abroad Programme

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?

Consumer Behaviour

Bangor Transfer Abroad Programme

Why

•do customers buy this product?

•Basic motivation

•do customers choose one brand as opposed to another?

Consumer Behaviour

Bangor Transfer Abroad Programme

5 Faces of Customer Profile

Consumer Behaviour

Bangor Transfer Abroad Programme

Demographic profiling

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

Consumer Behaviour

Bangor Transfer Abroad Programme

Geographic variables :

state,country, region, climate, Town vs CountryUrban vs Rural PLUS Demographics =

Geo-Demographics

Consumer Behaviour

Bangor Transfer Abroad Programme

Psychographic profiling variables :

Customer's lifestyle, personality,

Happy Sad Pessimistic Optimistic Introvert Extrovert

values, - how they live their lifeattitudes, - how they view the world

Consumer Behaviour

Bangor Transfer Abroad Programme

Consumer Behaviour

Bangor Transfer Abroad Programme

Behavioural variables :

product usage rate brand loyalty, benefit sought, decision making units,

Consumer Behaviour

Bangor Transfer Abroad Programme

RFM :

Recency, of purchase or use of service

Frequency – how often they purchase.

Monetary values – how much spent

Consumer Behaviour

Bangor Transfer Abroad Programme

RFM :

Scale 1 to 51 = low5 = high

555 = very good customer