Consumer Behaviour Bangor Transfer Abroad Programme Consumer Behaviour

Consumer Behaviour Bangor Transfer Abroad Programme

Consumer Behaviour All Marketing decisions are designed on the basis of Customer Focus Bangor Transfer Abroad Programme

Consumer Behaviour 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. Bangor Transfer Abroad Programme

Consumer Behaviour Typical Customer Profile includes: • • Who How Where When • Why Bangor Transfer Abroad Programme

Consumer Behaviour Who • are the occupants of segments? • buys our products and why? • buys our competitors' products and why Bangor Transfer Abroad Programme

Consumer Behaviour How • do customers buy? • long does the process last? • do various elements of the marketing programme influence 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? Bangor Transfer Abroad Programme

Consumer Behaviour Where • is the decision made to buy? • do customers actively seek information about the product/outlet? • do customers buy the product Bangor Transfer Abroad Programme

Consumer Behaviour 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? Bangor Transfer Abroad Programme

Consumer Behaviour Why • do customers buy this product? • Basic motivation • do customers choose one brand as opposed to another? Bangor Transfer Abroad Programme

5 Faces of Customer Profile Consumer Behaviour Bangor Transfer Abroad Programme

Demographic profiling Consumer Behaviour age, sex, race, education, occupation, income, religion, marital status, family size, home ownership or otherwise Bangor Transfer Abroad Programme

Consumer Behaviour Geographic variables : state, country, region, climate, Town vs Country Urban vs Rural PLUS Demographics = Geo-Demographics Bangor Transfer Abroad Programme

Consumer Behaviour Psychographic profiling variables : Customer's lifestyle, personality, Happy Sad Pessimistic Optimistic Introvert Extrovert values, - how they live their life attitudes, - how they view the world Bangor Transfer Abroad Programme

Consumer Behaviour Bangor Transfer Abroad Programme

Consumer Behavioural variables : product usage rate brand loyalty, benefit sought, decision making units, Bangor Transfer Abroad Programme

Consumer Behaviour RFM : Recency, of purchase or use of service Frequency – how often they purchase. Monetary values – how much spent Bangor Transfer Abroad Programme

Consumer Behaviour RFM : Scale 1 to 5 1 = low 5 = high 555 = very good customer Bangor Transfer Abroad Programme