Description
A customer value model (CVM) is a data-driven representation of the worth, in monetary terms, of what a company is doing or could do for its customers. Customer value models are tools used primarily in B2B markets where the choice of a given product, service, or offering is based primarily upon the amount customer value created. Customer value is defined as Value = Benefits - Price.
Different customers look for different benefits from the same product . Therefore the value of a product differs from one customer to other. The customer is happy when the benefits and the cost match.
Firms identify and build as many benefits as possible into their offer and ensure that the customers expectations are met at the end of the buying process
Some examples – Customer Value
? Godrej GE encouraged its existing customers to give
feedback on adding value to the product and as a result a 400 litre fridge manufactured by the company with an inbuilt curd maker
? Federal Express allows it’s customers to track their
packages through its website and customer can even check the name of the person who actually took the delivery of the product
Consumer Behavior concept
? Definition: The behavior of individual and household
who buy goods and services for personal consumption
? The world consumer market consist of more than 6.5
billion people who annually consume an estimated $61 trillion worth of goods and services
Model of Consumer Behavior
Marketing and other stimuli • • • • • Mktg. Price Place Product Promotion Other Economic Political Cultural Technology Buyers black box Buyers Responses • Product choice • Brand choice • Buyers decision process • Dealers choice • Purchase timing • Purchase amount
• Buyers Characteristics
Characteristics of Consumer Market
? Cultural Factors – Culture, Subculture and Social Class ? Social Factors – Reference Groups, Family, Roles and Status ? Personal Factors – Age and Lifecycle stage, Occupation, Economic Situation, Lifestyle, Personality and self concept ? Psychological Factors – Motivation, perception, learning, beliefs and attitudes
Cultural Factors
The set of basic values, perceptions, wants and behavior learned by the members of the society from family and other important institutions
E.g. the cultural shift towards greater concern about health and fitness has created a huge industry for the health and fitness services, exercise equipments, clothing, more natural food and variety of diets
Example – Cultural Factors
? Kellogg's launched its product in India in Sept. 1994 and
offered cornflakes, wheat flakes and basmati rice flakes. Despite offering good quality products and being supported by technical, managerial and financial resources of its parent company Kellogg’s products failed miserably. Most of the mid and lower income groups of India skip their breakfast and those who that so take their breakfast, prefer milk, tea, biscuits, bread and butter or local preparations like idlis, poha, parathas etc. Kellogg's banked heavily on the quality of its crispy flakes but Indians habitually boil the milk before using it and pouring the hot milk which made the product too sweet. In April 1995 Kellogg's India reported 25% decline in sales countrywide as consumers were not ready to accept a radical change in their eating habits
Sub-Culture
A group of people with shared value systems based on common life experiences and situations. Sub cultures include nationalities, religions, racial groups and geographic regions
E.g. A firm marketing its products in Andra Pradesh has to air its commercials in Telegu to reach majority of people in the state
Social Class
Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors
E.g. The American Social Classes
Upper class : Upper Uppers : (1%) the social elite who live in inherited wealth Lower Uppers : (2%) income earned through exceptional ability
Upper Middles : (12%) Professionals. Believe in education, are joiners and highly civic minded Middle Class : (32 %) Average pay white and blue collar workers who live in the better side of the town Working Class : ( 38%) Working class lifestyle. Depend upon relatives for economic and emotional support
Lower Class : (9 %) Poorly paid for unskilled work Lower Lowers: (7%) Unskilled laborers, depends on public assistance
Social Factors
Social Factors: constitute of small groups, family, social roles and status Groups: Two or more people who interact to accomplish individuals or mutual goals
Family : Members of the family strongly influence buying behavior Role and status A person belongs to many groups – family, clubs organizations
Personal Factors
The buyers decisions are influenced by personal characteristics such as buyers age and lifecycle stage, occupation, economic situation, lifestyle and personality and self concept
Age and lifecycle stage
? People change the goods and services they buy over
their lifetimes. Buying is also shaped by the stages of family lifecycles – the stages through which the family might pass as they mature over time. New Categories like couples marrying late in life, childless couples, single parents Traditional : young singles, married couples, lone survivors
Occupation
The person occupation affects the goods and services bought. E.g. Blue collar workers tend to buy more rugged work clothes, whereas white collar workers buy more business suits.
Economic Situation
A person economic situation will affect product choice
E.g. spendable income, savings or borrowing power. Marketers of income sensitive goods watch trends in personal income, savings and interest rates.
Lifestyle
? A person’s pattern of living as expressed in his or her
activities, interests and opinions.
It involves measuring consumers major dimensions activities (work, hobbies, shopping, sports, social event) interests(food, fashion, family) and opinions (about themselves, social issues, business products)
Personality and Self Concept
The unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment Personality is usually described in terms of traits such as self confidence, dominance, sociability, defensiveness, adaptability and aggressiveness
Psychological Factors
? The buying choices are influenced by four major
psychological factors : motivation, perception, learning, beliefs and attitude
? Motive : A need that is sufficient pressing to direct the
person to seek satisfaction of the need. ? Abraham Maslow’s Hierarchy of needs
Maslow’s hierarchy of needs
A person tries to satisfy the most important need first. When the need is satisfied, it will stop being a motivator and the person will satisfy the next most important need
Self Actualization Self development Esteem needs Status, recognition Social needs Sense of belonging, love Safety Needs Security Protection
Physiological needs Hunger , thirst
Perception
? The process by which people select, organize and
interpret information to form a meaningful picture of the world. Selective attention : Screen out most of the attention Selective distortion: interpret the information in a way that will support what they already believe Selective retention: Remember good points about a brand they favor and forget good points about competing brands
Learning
Changes in an Individual’s behavior arising from experience. Learning occurs through the interplay of drives, stimuli, cues, responses and reinforcement drives(internal stimulus), stimuli(something that promotes activity, interest or enthusiasm), cues(minor stimuli) responses (reaction)and reinforcement (additional strength) E.g. Suppose Anna buys the Nikon Camera. If the experience is rewarding she will probably use the camera more and more. Then the next time she shops for camera, binoculars or some similar products the probability is greater that she will buy a Nikon product
BELIEFS AND ATTITUDES
? Belief : A descriptive thought that a person has about
something. These beliefs may be based on real knowledge, opinion or faith or may or may not carry emotions
? Attitude : A person’s relatively consistent evaluations,
feelings and tendencies towards an object or idea Attitudes can be positive, negative or neutral. Attitudes put people in a frame of mind of liking or disliking things, of moving towards or away from them
Company should try to fit its products into existing attitudes rather than attempt to change attitudes
? In 1994 milk consumption has been in decline for 25 years
? The general perception was that milk is unhealthy,
outdated, just for kids, or good only with cookies and cake ? Beginning in 1994 the national fluid milk processors education program began a $55 million print ad campaign featuring milk where most of the celebrities were involved ? By 1999 the campaign was still running and Milk PEP had upped spending on it $110 million ? Campaign was not only popular, it was successful as well. Not only it stopped the decline, milk consumption actually increased
E.g. Continued
? Teens collected the print ad’s featuring celebrities
ranging from music stars, supermodels, sports idols ( Where Dennis Rodman says “Three glasses a day give the average man all the calcium he needs. May be I should drink six.”)
? Milking the success of the print ads, milk producers
set up milk club on a website (www.whymilk.com) where they limit membership only to those who pledge they will drink three glasses of white fluid a day
Characteristics of Organizational Markets
? Marketing Structure and Demand
? Nature of the buying unit
? Types of Decisions and the Decision Process
Marketing Structure and Demand
? Business markets contain fewer but larger buyers -bulk ? More geographically concentrated – masses ? Demand is derived from the final consumer demand ? Demand is inelastic – not affected as much in the
short run by price changes
? Demand in business markets fluctuates (MRP)
Nature of the buying unit
? Business purchases involve more buyers
? Business buying involves more professional
purchasing effort
Types of Decision and Decision Process
? Business buyers usually face more complex buying
decisions
? The business buying process is more formalized ? In business buying buyers and sellers work together
and build long term relationships
5 step Buyer Decision Process
Need Recognition Information Search Evaluation of Alternatives
Post Purchase Behavior
Purchase Decision
Need Recognition & Information Search
? The first stage of the buyer decision process, in which
consumer recognizes a problem or need Information Search The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may have heightened attention or may go into active information search
Evaluation of Alternatives & Purchase Decision
? The stage of the buyer decision process in which
consumer uses information to evaluate alternative brands in a choice set
? Purchase Decision
The buyers decision about which brand to purchase
Post Purchase Behavior
? The stage of the buyer decision process in which the
consumers takes further action after purchase, based on their satisfaction or dissatisfaction
? Short of expectations: Disappointment ? Meet expectations: Satisfied ? Exceeds expectations : Delighted
doc_517418920.pptx
A customer value model (CVM) is a data-driven representation of the worth, in monetary terms, of what a company is doing or could do for its customers. Customer value models are tools used primarily in B2B markets where the choice of a given product, service, or offering is based primarily upon the amount customer value created. Customer value is defined as Value = Benefits - Price.
Different customers look for different benefits from the same product . Therefore the value of a product differs from one customer to other. The customer is happy when the benefits and the cost match.
Firms identify and build as many benefits as possible into their offer and ensure that the customers expectations are met at the end of the buying process
Some examples – Customer Value
? Godrej GE encouraged its existing customers to give
feedback on adding value to the product and as a result a 400 litre fridge manufactured by the company with an inbuilt curd maker
? Federal Express allows it’s customers to track their
packages through its website and customer can even check the name of the person who actually took the delivery of the product
Consumer Behavior concept
? Definition: The behavior of individual and household
who buy goods and services for personal consumption
? The world consumer market consist of more than 6.5
billion people who annually consume an estimated $61 trillion worth of goods and services
Model of Consumer Behavior
Marketing and other stimuli • • • • • Mktg. Price Place Product Promotion Other Economic Political Cultural Technology Buyers black box Buyers Responses • Product choice • Brand choice • Buyers decision process • Dealers choice • Purchase timing • Purchase amount
• Buyers Characteristics
Characteristics of Consumer Market
? Cultural Factors – Culture, Subculture and Social Class ? Social Factors – Reference Groups, Family, Roles and Status ? Personal Factors – Age and Lifecycle stage, Occupation, Economic Situation, Lifestyle, Personality and self concept ? Psychological Factors – Motivation, perception, learning, beliefs and attitudes
Cultural Factors
The set of basic values, perceptions, wants and behavior learned by the members of the society from family and other important institutions
E.g. the cultural shift towards greater concern about health and fitness has created a huge industry for the health and fitness services, exercise equipments, clothing, more natural food and variety of diets
Example – Cultural Factors
? Kellogg's launched its product in India in Sept. 1994 and
offered cornflakes, wheat flakes and basmati rice flakes. Despite offering good quality products and being supported by technical, managerial and financial resources of its parent company Kellogg’s products failed miserably. Most of the mid and lower income groups of India skip their breakfast and those who that so take their breakfast, prefer milk, tea, biscuits, bread and butter or local preparations like idlis, poha, parathas etc. Kellogg's banked heavily on the quality of its crispy flakes but Indians habitually boil the milk before using it and pouring the hot milk which made the product too sweet. In April 1995 Kellogg's India reported 25% decline in sales countrywide as consumers were not ready to accept a radical change in their eating habits
Sub-Culture
A group of people with shared value systems based on common life experiences and situations. Sub cultures include nationalities, religions, racial groups and geographic regions
E.g. A firm marketing its products in Andra Pradesh has to air its commercials in Telegu to reach majority of people in the state
Social Class
Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors
E.g. The American Social Classes
Upper class : Upper Uppers : (1%) the social elite who live in inherited wealth Lower Uppers : (2%) income earned through exceptional ability
Upper Middles : (12%) Professionals. Believe in education, are joiners and highly civic minded Middle Class : (32 %) Average pay white and blue collar workers who live in the better side of the town Working Class : ( 38%) Working class lifestyle. Depend upon relatives for economic and emotional support
Lower Class : (9 %) Poorly paid for unskilled work Lower Lowers: (7%) Unskilled laborers, depends on public assistance
Social Factors
Social Factors: constitute of small groups, family, social roles and status Groups: Two or more people who interact to accomplish individuals or mutual goals
Family : Members of the family strongly influence buying behavior Role and status A person belongs to many groups – family, clubs organizations
Personal Factors
The buyers decisions are influenced by personal characteristics such as buyers age and lifecycle stage, occupation, economic situation, lifestyle and personality and self concept
Age and lifecycle stage
? People change the goods and services they buy over
their lifetimes. Buying is also shaped by the stages of family lifecycles – the stages through which the family might pass as they mature over time. New Categories like couples marrying late in life, childless couples, single parents Traditional : young singles, married couples, lone survivors
Occupation
The person occupation affects the goods and services bought. E.g. Blue collar workers tend to buy more rugged work clothes, whereas white collar workers buy more business suits.
Economic Situation
A person economic situation will affect product choice
E.g. spendable income, savings or borrowing power. Marketers of income sensitive goods watch trends in personal income, savings and interest rates.
Lifestyle
? A person’s pattern of living as expressed in his or her
activities, interests and opinions.
It involves measuring consumers major dimensions activities (work, hobbies, shopping, sports, social event) interests(food, fashion, family) and opinions (about themselves, social issues, business products)
Personality and Self Concept
The unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment Personality is usually described in terms of traits such as self confidence, dominance, sociability, defensiveness, adaptability and aggressiveness
Psychological Factors
? The buying choices are influenced by four major
psychological factors : motivation, perception, learning, beliefs and attitude
? Motive : A need that is sufficient pressing to direct the
person to seek satisfaction of the need. ? Abraham Maslow’s Hierarchy of needs
Maslow’s hierarchy of needs
A person tries to satisfy the most important need first. When the need is satisfied, it will stop being a motivator and the person will satisfy the next most important need
Self Actualization Self development Esteem needs Status, recognition Social needs Sense of belonging, love Safety Needs Security Protection
Physiological needs Hunger , thirst
Perception
? The process by which people select, organize and
interpret information to form a meaningful picture of the world. Selective attention : Screen out most of the attention Selective distortion: interpret the information in a way that will support what they already believe Selective retention: Remember good points about a brand they favor and forget good points about competing brands
Learning
Changes in an Individual’s behavior arising from experience. Learning occurs through the interplay of drives, stimuli, cues, responses and reinforcement drives(internal stimulus), stimuli(something that promotes activity, interest or enthusiasm), cues(minor stimuli) responses (reaction)and reinforcement (additional strength) E.g. Suppose Anna buys the Nikon Camera. If the experience is rewarding she will probably use the camera more and more. Then the next time she shops for camera, binoculars or some similar products the probability is greater that she will buy a Nikon product
BELIEFS AND ATTITUDES
? Belief : A descriptive thought that a person has about
something. These beliefs may be based on real knowledge, opinion or faith or may or may not carry emotions
? Attitude : A person’s relatively consistent evaluations,
feelings and tendencies towards an object or idea Attitudes can be positive, negative or neutral. Attitudes put people in a frame of mind of liking or disliking things, of moving towards or away from them
Company should try to fit its products into existing attitudes rather than attempt to change attitudes
? In 1994 milk consumption has been in decline for 25 years
? The general perception was that milk is unhealthy,
outdated, just for kids, or good only with cookies and cake ? Beginning in 1994 the national fluid milk processors education program began a $55 million print ad campaign featuring milk where most of the celebrities were involved ? By 1999 the campaign was still running and Milk PEP had upped spending on it $110 million ? Campaign was not only popular, it was successful as well. Not only it stopped the decline, milk consumption actually increased
E.g. Continued
? Teens collected the print ad’s featuring celebrities
ranging from music stars, supermodels, sports idols ( Where Dennis Rodman says “Three glasses a day give the average man all the calcium he needs. May be I should drink six.”)
? Milking the success of the print ads, milk producers
set up milk club on a website (www.whymilk.com) where they limit membership only to those who pledge they will drink three glasses of white fluid a day
Characteristics of Organizational Markets
? Marketing Structure and Demand
? Nature of the buying unit
? Types of Decisions and the Decision Process
Marketing Structure and Demand
? Business markets contain fewer but larger buyers -bulk ? More geographically concentrated – masses ? Demand is derived from the final consumer demand ? Demand is inelastic – not affected as much in the
short run by price changes
? Demand in business markets fluctuates (MRP)
Nature of the buying unit
? Business purchases involve more buyers
? Business buying involves more professional
purchasing effort
Types of Decision and Decision Process
? Business buyers usually face more complex buying
decisions
? The business buying process is more formalized ? In business buying buyers and sellers work together
and build long term relationships
5 step Buyer Decision Process
Need Recognition Information Search Evaluation of Alternatives
Post Purchase Behavior
Purchase Decision
Need Recognition & Information Search
? The first stage of the buyer decision process, in which
consumer recognizes a problem or need Information Search The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may have heightened attention or may go into active information search
Evaluation of Alternatives & Purchase Decision
? The stage of the buyer decision process in which
consumer uses information to evaluate alternative brands in a choice set
? Purchase Decision
The buyers decision about which brand to purchase
Post Purchase Behavior
? The stage of the buyer decision process in which the
consumers takes further action after purchase, based on their satisfaction or dissatisfaction
? Short of expectations: Disappointment ? Meet expectations: Satisfied ? Exceeds expectations : Delighted
doc_517418920.pptx