Marketing Research Bangor Transfer Abroad Programme Marketing Research

Marketing Research Bangor Transfer Abroad Programme

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

Marketing Research 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

Marketing Research Typical Customer Profile includes: • Who • How • Where • When • Why Bangor Transfer Abroad Programme

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

Marketing Research 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

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

Marketing Research 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

Marketing Research Why • do customers buy this product? • do customers choose one brand as opposed to another? Bangor Transfer Abroad Programme

5 Faces of Customer Profile Marketing Research Bangor Transfer Abroad Programme

Demographic profiling Marketing Research age, sex, race, education, occupation, income, religion, marital status, family size, home ownership, socio economic status, etc. . . Bangor Transfer Abroad Programme

Marketing Research Geographic variables : state, country, region, climate, population PLUS Geo-Demographics Bangor Transfer Abroad Programme

Marketing Research Psychographic profiling variables : Customer's lifestyle, personality, values, attitudes, Bangor Transfer Abroad Programme

Marketing Research Bangor Transfer Abroad Programme

Marketing Research Behavioural variables : product usage rate brand loyalty, benefit sought, decision making units, ready to buy stage Bangor Transfer Abroad Programme

Marketing Research RFM : Reach, Frequency. Monetary values Bangor Transfer Abroad Programme