Professional Documents
Culture Documents
Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. It is the study of consumers and the processes they use to choose, use (consume), and dispose of products and services. All marketing decisions are based on assumptions and knowledge of consumer behavior," (Hawkins and Mothersbaugh, 2007). Researching consumer behavior is a complex process, but understanding consumer behavior is critical to marketers.
Psychological-This is the study of how people interact with their environment, products are consumed to enhance their well being, for example air fresheners, furniture and convection ovens.
Performance-The product does what it is supposed to do. Features-The product includes all the specifications that it says it has or that are required, this includes safety measures. Reliability-The product performs consistently. Durability-When the product is being used it has to last under the conditions of normal use. Serviceability-The product is easy to maintain or repair either by the consumer or by providing a warranty which says the company will provide repairs. Aesthetics-This is important to consumers, products have to look good, and this contributes to a brand equity and identity. Perception-Even if the product has good quality, if the customer does not think so, then it won't sell. The customer has to have positive feelings about the product, the company, the brand name and the employees.
Services
Responsiveness-Services are performed in a prompt manner. Reliability-The service is performed right, the first time, and all subsequent times. Assurance-Knowledgeable and friendly employees are essential as customers will equate employees behavior with the entire company. If a customer has a bad experience with an employee, they will be less likely to purchase from the entire company's offerings. Customers expect technical competence and professionalism from salespeople. Empathy-Providing individualized attention to customers will make them feel special and keep them coming back. Tangibles-Some services provide physical evidence that they occurred, for example a restaurant cooks (service) and provides the food (product).
Relationship Customer Type Product Use Buying Situation Purchasing Method Behavior Geographic Location Demographics Psychographics
Relationship
Customer Type
Type of customer manufacturer, service, government, military, non profit, wholesaler, retailer, end user.
Product Use
How customers use product installation, components, accessories, raw material, eaten, professional service.
Buying Situation
Purchasing Method
Purchasing methods Internet, long term contract, warranty, financing, cash on demand.
Behavior
Needseconomic, functional, psychological, social. Benefits--quality, service, economy, convenience, speed. Attitude toward product--Enthusiastic, positive, indifferent, negative, hostile. User status--Nonuser, ex user, potential user, first time user, regular user. Loyalty status--None, medium, strong, absolute. Brand Familiarity-Unaware, aware, informed, interested, desirous, intending to buy. Occasion--Regular occasion; special occasion, convenience, comparison shopping, unsought product. Type of problem solving needed-routine, limited, extensive. Information required-low, medium, high.
Geographic Location
Region of world, country North America, South America, Africa, Asia, Europe. Regions within that country (For Example USA) Pacific Northwest, South, Midwest, New England. Size of city population under 5,000 people to 4 million or more. Urban vs. rural country, city, large city = more resources, more independence; country=more dependence on neighbors and pooling resources. Climate cold, hot, rainy, desert, beaches, mountains.
Demographics
Income under $5,000 to $250,000+ a year. Gender male, female, neither, both. Age Infant, toddler, preschool, tween (age 8 to 12), teen, college age, 20, 30, 40, 50, 60, 70-90. Family size 1 person, 2, 3, 4, 5 or more. Family life cycle young, single, engaged, DINKS (double income no kids), SINKS (single income no kids), married with kids (babies, toddler, elementary school age, teen, older), recently divorced, empty nester (children have moved out), same-sex couples, single parents, extended parents (grandparents raising their grandchildren), retired (either wealthy or Medicare dependent/poor). There are also Boomerang Kids (adult children have moved back home), Cougar/Silver Fox (Cougar is a 40-60 year old weathly, single, career driven woman seeking a younger man; Silver Fox is a 4060 year old wealthy, single, career driven man seeking a younger woman). Job unemployed, housewife, part-time, full-time, student, professional, craftsperson, farmer, retired. Education grade school or less, some high school, high school graduate, some college, college graduate, graduate degrees. Religion Christian, Jewish, agnostic, atheist, Muslim, Islam etc. Race White, Black, Asian, Hispanic, Native American, mixed race, etc. Culture/nationalityAmerican, French, English, African, Russian, Indian etc. Generation (For Example USA) GI Generation, Silent, Matures, Baby Boomer, Gen X, Gen Y, Boomlets.
Psychographics
Lifestyle interests, hobbies, activities, interests, opinions, values, media preferences. Everyone has two lifestyles, the one they are in now, and the one they desire to be in, which is usually better than the current one. Almost all decisions are influenced by the buyers current and desired lifestyle. Personality traits o Sincerity. o Excitement. o Competence. o Sophistication. o Ruggedness. Social class Lower, middle-low, middle, middle-upper, upper, upper-upper, working class, blue collar.