a typology of customers ( internal and external factors ınfluencing their behaviours )

1. SUBJECT NAME
A TYPOLOGY OF CUSTOMERS
INTERNAL AND EXTERNAL FACTORS
INFLUENCING THEIR BEHAVIOUR
Prepared By
Goksun Catmaz
Sevilay Ekicioglu

2. CUSTOMER IS THE MOST IMPORTANT VISITOR ON OUR PREMISES,
HE IS NOT DEPENDENT ON US, WE ARE DEPENDENT ON HIM.
HE IS NOT AN INTERRUPTION ON OUR WORK, HE IS THE PURPOSE
OF IT.
HE IS NOT AN OUTSIDER IN OUR BUSINESS HE IS A PART OF IT.
WE ARE NOT DOING HIM A FAVOUR BY SERVING HIM,HE IS DOING
US A FAVOUR BY GIVING US THE OPPORTUNITY TO DO SO.
-Mahatma Gandhi

3. INTRODUCTION
 Consumer purchasing decisions are often affected by factors that are
outside of their control but have direct or indirect impact on how we live
and what we consume.
 Consumers are faced with many external influences, including an
individual’s culture, subculture, household structure, and groups that
he/she associates with.
 Marketers and business owners call these external influences because
the source of the influence comes from outside the person rather than
from inside.
 Today consumers are faced with an array of product selection, and
competition is fierce among companies. This is why your understanding
of consumer behaviour is vital to the success of your business.
 Both internal and external factors are inter connected and work together
to assist the consumer decision making process.

4. SIMPLE MODEL OF CONSUMER BEHAVIOR
Motives
Attitudes
Consumer
Purchase
Decision
Personality
Needs
Perception
Learning
Business
Economic
Family
External Factors
Internal Factors

5. FACTORS INFLUENCING
 Social factors- family, roles and status, ref. groups
 Economic factors- size of family, disposable Income
propensity to consume, consumer credit.
 Cultural factors- values, Beliefs, arts
 Personal factors- age, occ., life style, personality
 Physiological factors- basic needs

6. INFLUENCING FACTORS IN CONSUMER DECISION MAKING

7. TYPES OF CUSTOMER BEHAVIOUR
 Loyal Customers
These types of customers are less in
numbers but promote more sales and profit as
compared to other customers as these are the
ones which are completely satisfied. Loyal
customers want individual attention and that
demands polite and respectful responses from
supplier.

8. TYPES OF CUSTOMER BEHAVIOUR
 Discount Customers
Discount customers are also frequent visitors
but they are only a part of business when
offered with discounts on regular products and
brands or they buy only low cost products.
More is the discount the more they tend
towards buying.

9. TYPES OF CUSTOMER BEHAVIOUR
 Impulsive Customers
These customers are difficult to convince as
they want to do the business in urge or caprice.
They don’t have any specific item
into their product list but urge to buy what they
find good and productive at that point of time.

10. TYPES OF CUSTOMER BEHAVIOUR
 Need Based Customers
These customers are product specific and
only tend to buy items only to which they are
habitual or have a specific need for them.
These are frequent customers but do not
become a part of buying most of the times so it
is difficult to satisfy them.

11.  Wandering Customers
These are the least profitable customers as
sometimes they themselves are not sure what
to buy. These customers are normally new
in industry and most of the times visit suppliers
only for confirming their needs on products.

12. TYPES OF CUSTOMER BEHAVIOUR
 Disinterested
They don’t want what you are providing. And
that’s not necessarily a bad thing.

13. TYPES OF CUSTOMER BEHAVIOUR
 Detached
You won these customers, but they lack
loyalty. They see you simply as another
supplier who at times can help them.

14. TYPES OF CUSTOMER BEHAVIOUR
 Delighted
You have exceeded expectations with these
customers, usually through the personal touch,
although he notes that in some sectors, this
may mean simply providing things on time with
a smile.

15. TYPES OF CUSTOMER BEHAVIOUR
 Devoted
These folks have high expectations and
consistently get a great experience, so there’s
no reason for them to go elsewhere. They
come back to your company, spend more and
tell others about you.

16. TYPES OF CUSTOMER BEHAVIOUR
 Disappointed
When things go wrong, you can end up with
a disappointed customer. You may have
provided great service in the past but flubbed
it, or maybe your product isn’t on a par with
other companies they patronize.

17. TYPES OF CUSTOMER BEHAVIOUR
 Disaffected
The disappointed customers you do not deal
with can become aggrieved and start to tell
others about their experience. Deal with
disappointment and do it quickly. And watch
out for them online, in forums, on ratings sites
and social media.

18. TYPES OF CUSTOMER BEHAVIOUR
 Dormant
These people were good customers in the
past but drifted off. They represent an
opportunity if you can create a dialogue with
them, rather than simply sending them
formulaic marketing materials that they will
likely ignore. This group can be a challenge,
but usually it is easier to lure them back than to
gain a new customer from scratch.

19. TYPES OF CUSTOMER BEHAVIOUR
 Draining
These customers are unprofitable, draining
money as well as time and energy. That makes
them an important group to recognize. Before
walking away from draining customers, try to
make them profitable.

20. TYPES OF CUSTOMER BEHAVIOUR
 iDeal
These are the customers you want and need to
consciously seek. That means determining
who they are, what their needs and
preferences are, and how you can attract them.