Customer-Analysis.ppt

AdvancedMarketingBiMBA2006,CustomerAnalysis,Itiscriticaltoknowyourcustomer!,AdvancedMarketingBiMBA2006,Whatweneedtoknow,Whobuysandusestheproduct/serviceWhatcustomersbuyandhowtheyuseitWherecustomersbuyWhencustomersbuyHowcustomerschooseWhytheypreferaproductHowtheyrespondtomarketingprogramsWilltheybuyit(again)?,AdvancedMarketingBiMBA2006,Whobuysandusesproduct/service,Initiator(identifiesneedforproduct/service)Influencer(providesinfoorpreference)Decider(decidesonspendingthemoney)Purchaser(makesthepurchase)User,AdvancedMarketingBiMBA2006,Example:summervacation,Initiator:childwantsfunInfluencer:cousinwantsplacehehasfoundDecider:fatherwantslowcostPurchaser:motherwantshappyfamilyUser:wholefamilywantstoenjoythemselves,AdvancedMarketingBiMBA2006,Consumersegments,GeographicDemographicPsychographicBehavioral,AdvancedMarketingBiMBA2006,GeographicSegments,Regionofcountry:western,centraloreasternCity,townorvillageClimate:northern,southern,AdvancedMarketingBiMBA2006,DemographicSegments,Agecategory:Gender:male,femaleFamilylifecycle:single,married,youngchild,olderchild,“emptynest”,elderlyIncomecategory:lower,middle,upperOccupation:professional,managerial,etc.Education?Religion?Ethnicgroup?Nationality?,AdvancedMarketingBiMBA2006,PsychographicSegments,AIOs(attitudes,interestsandopinions)Personality:gregariousandsociable,nostalgic,Up-to-date,tospendbeyondonesmeans/over-consumepersonalitystability:todevelopastablecustomerteamAdaptabilityandshiftofpersonality:environmentchange,externalstimuli,personalconceptchange-anewconsumptionpatternanddemandanewmarketspace,AdvancedMarketingBiMBA2006,Interest:anactivemotivation,inspiringthepersontoknowaboutsthandtoexploreit.Itcancreateanactiveandcreativeaction.Sportsfans,calligraphy,curio/antiquelovers,PekingOperaloverslife-longviewersforPekingPerfomanceInterestandPurchasing:.Tomotivatepurchasing:moreknowledge,preference,AdvancedMarketingBiMBA2006,Topushcustomertobuycertainproduct:activeattitudeshortenthepurchasingtime.AnstableinterestwillreinforcerepeatedpurchasingInterestfocusing:Product;service;fashion;entertainment;sentiment;specialfestivals,AdvancedMarketingBiMBA2006,PersonalityThrifty,conservative,casual,habitual,serious,critical,passive,AdvancedMarketingBiMBA2006,JapaneseAutomobilesMarketingtoAmericaGlassbottle-Paperpackagebeverage,AdvancedMarketingBiMBA2006,Behavioral,Occasions:regular(e.g.,breakfast),specialBenefits:quality,service,economy,speedUserstatus:user,non-user,first-time,regularUsagerate:none,medium,heavyReadinessstage:unaware,awarereadyAttitudetowardproduct:positive,neutral,negative,AdvancedMarketingBiMBA2006,Businesssegments,DemographicsOperatingvariablesPurchasingapproachesSituationalfactorsPersonalcharacteristics,AdvancedMarketingBiMBA2006,OperatingVariables,OperatingtechnologiesUserstatus:non-users,light,medium,heavyNeedforservices:fewormany,AdvancedMarketingBiMBA2006,Purchasingvariables,CentralizedordecentralizedpurchasingStructure:e.g.,financiallyorengineeringdrivenRelationships:quanxi?Purchasepolicies:leasing,renting,bids,etc.Criteria:quality,service,price,AdvancedMarketingBiMBA2006,Situationalfactors,Urgency:quick,flexibledeliveryApplications:specificorcomprehensiveSizeoforder:small,large,orany,AdvancedMarketingBiMBA2006,Personalcharacteristics,SimilarityAttitudetowardriskLoyalty(relationshipmanagement),AdvancedMarketingBiMBA2006,Whatcustomersbuyandhowuse,CustomersbuybenefitsnotfeaturesHolenotdrillDeliverynottruckingbutdontignorefeaturesCustomersbuyuniqueassortmentCustomersvaryinhowproductsareusedHome,office,picnicBreakfast,snack,dinnerDentalflossforsewingupturkeysCustomersvaryinhowproductsarecombinedCoffee,teaorwinewithmealT-shirtwithjeans,AdvancedMarketingBiMBA2006,Wherecustomersbuy,StorelocationPersonalcomputersSpecialtyretailertodiscounterFreshvegetablesGreengrocertosuper-supermarketBooksSmallbookstoretoAmazonAirlineticketsTravelagenttoInternet,AdvancedMarketingBiMBA2006,Wherecustomersbuy,InFrancePickupwineandbreadonwayhomeInGermanyGetpastryfrombakeryonSundayInIndiaSelectvegetablesfromcartsInUSBuylunchfromvendorsonstreetcorners,AdvancedMarketingBiMBA2006,Whencustomersbuy,80%of“DunkinDonut”salesinmorning80%ofretailerssalesbeforeChristmasOutdoorgrillsboughtinMaySnowshovelsboughtinOctober,AdvancedMarketingBiMBA2006,Whycustomerspreferaproduct,Value:benefitscomparedtocostsImportanceofusagesituationEffectivenessofproductcategoryinsituationRelativeeffectivenessofbrandinsituationBasedonperceptionsnotnecessarilyreality,AdvancedMarketingBiMBA2006,Sourcesofcustomervalue,Economic(particularlyinB2B)FunctionalService:before,duringandaftersalePsychologicalImageand“feel”andstatus“brandequity”(later),AdvancedMarketingBiMBA2006,Signs(benefits!)ofCustomerValue,PricePriceSensitivitySatisfactionComplaintsWord-of-mouthProfitSalesCompetitiveActivityRepeatpurchase,AdvancedMarketingBiMBA2006,CategoryValueofYoghurt,UseImportanceCompetitionRelativeCategoryValueEffectiveness(IMPXREL)FastBreakfastsomecerealgoodfairlyhighHealthySnackhighchipsverygoodveryhighL0-callunchhighsandwichverygoodveryhighDinnerdessertsomeicecreamOKfairlylow,AdvancedMarketingBiMBA2006,Repurchaseintent,SatisfactionExpectations:speedofrepairsPerceivedperformance:durability,extendedwarrantyBrandloyalty-repurchaseIntentionstopurchase“Wouldyoubuy?”“Howmuchwillyoubuyof?”,AdvancedMarketingBiMBA2006,needrecognitionDemandisthestartingpointforpurchasing,climbingtoacertainlevel,drivingbuying.Internalstimuli;externalstimuli:odor/designandpatternstyle