Description
This presentation explains about customer analysis in marketing and includes theories like standard learning, customer dissonance, low involvement theory etc.
Customer Analysis in Marketing Management
Customer Analysis
• • • • • Who Where When What How
Customer Analysis
• Consumers • Business to Business
Customer Analysis
• Consumers
– End use customers – Brand loyalty – Repurchase
Customer Analysis
• Business to Business requires special considerations
– derived demand – purchaser is often NOT the user
Customer Analysis
• Where are my customers?
– Invoice data – Warranty cards
Customer Analysis
• When Do My Customers Buy?
– Demand variation – Changing customer buying patterns
Customer Analysis
• What Do My Customers Want? • Recording sales by price range, size and color • Competitive information from independent research firms
Customer Analysis
• How Do My Customers Buy?
– – – – – Recognition of problem Search for alternatives and info Buyer’s mental evaluation of alternatives Purchase Postpurchase behavior
Customer Analysis
• Problem recognition
– – – – Depleted inventory Advertising Promotions Store display
Customer Analysis
• Search for alternatives and information
– Past experience – Brochures – Catalogs
Customer Analysis
• Evaluation of alternatives
– Standard Learning Hierarchy – Dissonance-Attribution Hierarchy – Low - Involvement Hierarchy
Standard Learning Theory
• Cognitive (Perceptual) • Affective (Like - Dislike) • Conative (Purchase)
• Buyers are highly involved • Products are clearly differentiated • Mass media/Early PLC
Dissonance-Attribution Theory
• Conative (Purchase) • Affective (Like-Dislike) • Cognitive (Perceptual)
• Buyers highly involved/products similar • Salesperson important • Early Maturity
Low-Involvement Theory
• Cognitive (Perceptual) • Conative (Purchase) • Affective (Like - Dislike)
• Low involvement/similar products • Broadcast/Late maturity
Customer Analysis
• Buyer’s mental evaluation of alternatives
– – – – Friends Social class Personality Lifestyle
Customer Analysis
• Purchase
– Store location – Skill of the salesperson – Availability of credit
Customer Analysis
• Postpurchase Behavior
– Speed of repairs – Product durability – Extended warranty
Customer Analysis
• How Does My Firm Become Customer Oriented?
– Customer Checklist – Plant tours – Customer visits
Customer Analysis
• • • • Action and results driven Encourages initiative Increases role of staff to customers Builds trust
doc_939850635.ppt
This presentation explains about customer analysis in marketing and includes theories like standard learning, customer dissonance, low involvement theory etc.
Customer Analysis in Marketing Management
Customer Analysis
• • • • • Who Where When What How
Customer Analysis
• Consumers • Business to Business
Customer Analysis
• Consumers
– End use customers – Brand loyalty – Repurchase
Customer Analysis
• Business to Business requires special considerations
– derived demand – purchaser is often NOT the user
Customer Analysis
• Where are my customers?
– Invoice data – Warranty cards
Customer Analysis
• When Do My Customers Buy?
– Demand variation – Changing customer buying patterns
Customer Analysis
• What Do My Customers Want? • Recording sales by price range, size and color • Competitive information from independent research firms
Customer Analysis
• How Do My Customers Buy?
– – – – – Recognition of problem Search for alternatives and info Buyer’s mental evaluation of alternatives Purchase Postpurchase behavior
Customer Analysis
• Problem recognition
– – – – Depleted inventory Advertising Promotions Store display
Customer Analysis
• Search for alternatives and information
– Past experience – Brochures – Catalogs
Customer Analysis
• Evaluation of alternatives
– Standard Learning Hierarchy – Dissonance-Attribution Hierarchy – Low - Involvement Hierarchy
Standard Learning Theory
• Cognitive (Perceptual) • Affective (Like - Dislike) • Conative (Purchase)
• Buyers are highly involved • Products are clearly differentiated • Mass media/Early PLC
Dissonance-Attribution Theory
• Conative (Purchase) • Affective (Like-Dislike) • Cognitive (Perceptual)
• Buyers highly involved/products similar • Salesperson important • Early Maturity
Low-Involvement Theory
• Cognitive (Perceptual) • Conative (Purchase) • Affective (Like - Dislike)
• Low involvement/similar products • Broadcast/Late maturity
Customer Analysis
• Buyer’s mental evaluation of alternatives
– – – – Friends Social class Personality Lifestyle
Customer Analysis
• Purchase
– Store location – Skill of the salesperson – Availability of credit
Customer Analysis
• Postpurchase Behavior
– Speed of repairs – Product durability – Extended warranty
Customer Analysis
• How Does My Firm Become Customer Oriented?
– Customer Checklist – Plant tours – Customer visits
Customer Analysis
• • • • Action and results driven Encourages initiative Increases role of staff to customers Builds trust
doc_939850635.ppt