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Consumer Behaviour
Bangor Transfer Abroad Programme
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Consumer Behaviour
Bangor Transfer Abroad Programme
All Marketing decisions are designed on the basis of
Customer Focus
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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.
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Consumer Behaviour
Bangor Transfer Abroad Programme
Typical Customer Profile includes:
•Who•How•Where•When
•Why
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Consumer Behaviour
Bangor Transfer Abroad Programme
Who
•are the occupants of segments?
•buys our products and why?
•buys our competitors' products and why
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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?
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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
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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?
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Consumer Behaviour
Bangor Transfer Abroad Programme
Why
•do customers buy this product?
•Basic motivation
•do customers choose one brand as opposed to another?
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Consumer Behaviour
Bangor Transfer Abroad Programme
5 Faces of Customer Profile
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Consumer Behaviour
Bangor Transfer Abroad Programme
Demographic profiling
age,sex,race, education,occupation, income, religion, marital status,family size,home ownership or otherwise
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Consumer Behaviour
Bangor Transfer Abroad Programme
Geographic variables :
state,country, region, climate, Town vs CountryUrban vs Rural PLUS Demographics =
Geo-Demographics
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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
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Consumer Behaviour
Bangor Transfer Abroad Programme
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Consumer Behaviour
Bangor Transfer Abroad Programme
Behavioural variables :
product usage rate brand loyalty, benefit sought, decision making units,
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Consumer Behaviour
Bangor Transfer Abroad Programme
RFM :
Recency, of purchase or use of service
Frequency – how often they purchase.
Monetary values – how much spent
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Consumer Behaviour
Bangor Transfer Abroad Programme
RFM :
Scale 1 to 51 = low5 = high
555 = very good customer