Dna of a customer
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This document discusses the makeup and thinking process of customers. It defines customers as individuals or businesses that inquire about or purchase goods and services. There are two major types of customers: internal customers within an organization and external customers who are end-users. External customers can be existing customers who have purchased before, former customers who previously purchased, or potential customers who have yet to buy but may in the future. The customer thinking process involves recognizing a problem or need, searching for information, evaluating alternatives, making a purchase, and assessing the purchase after. Understanding how customers think enables better relating to and serving customers at each stage of the buying process. The document emphasizes that customers are very important to any organization's success.
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Consumer behavior is the study of how individuals select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Understanding consumer behavior is important for businesses to determine how to best market and sell their products. There are many factors that influence consumer decisions, including environmental and marketing stimuli as well as individual characteristics. Businesses use insights from consumer behavior research in activities like market analysis, target market selection, and developing their marketing strategy. A thorough understanding of consumer behavior allows companies to better satisfy consumers and ensure marketing success.
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Consumer behavior can be understood by examining why people buy goods and services and what factors influence their purchasing decisions. The consumer decision process involves need recognition, information search, alternative evaluation, purchase/consumption, and post-purchase evaluation. People search for information both internally from past experiences and externally from others to evaluate alternatives and make purchase decisions based on perceived benefits, costs, risks, and other factors. After purchasing, consumers can experience satisfaction, cognitive dissonance, or develop loyalty or disloyalty based on their overall experience.
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1) The document discusses consumer and business buyer behavior, outlining key differences. Consumer behavior is driven more by emotions while business buyer behavior follows a formal, structured process.
2) It also covers the consumer buying process in 6 stages - problem recognition, information search, evaluation, purchase, and post-purchase evaluation. Multiple factors like needs, wants, social influences impact consumer decisions.
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This document summarizes consumer buying behavior and the consumer decision-making process. It discusses that consumers go through similar mental processes when deciding what products or brands to purchase. The consumer decision process involves problem identification, information search, evaluation of alternatives, purchase, and post-purchase evaluation. Consumers use different criteria like cost, performance, and social attributes to evaluate alternatives. The level of involvement and analysis can range from extensive research for high involvement purchases to low involvement purchases made through impulse or variety seeking. Marketers must understand these psychological factors that influence consumer decisions.
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Consumer decision making involves a process where consumers identify their needs, gather information about alternatives, evaluate options, and make a purchase decision. This process is influenced by psychological, economic, and environmental factors. There are three main types of consumer buying decisions - routine response behavior for everyday low-involvement purchases, limited decision making for moderate-involvement purchases, and extensive decision making for high-involvement purchases. A consumer's decision making process typically involves need recognition, information search, and leads to a purchase and post-purchase evaluation.
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The consumer decision process model outlines 5 stages: 1) need recognition, 2) information search, 3) alternative evaluation, 4) purchase and consumption, and 5) post-purchase evaluation. During the information search stage, consumers gather internal knowledge and external information to research options. In the alternative evaluation stage, consumers consider universal, retrieval, and evoked alternative brands. After purchase, consumers can become loyal, satisfied, or unsatisfied customers depending on psychological, social, situational, and marketing mix factors.
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Consumer behavior involves how individuals make decisions to purchase goods and services. It is influenced by cultural, social, personal, and psychological factors. Understanding consumer behavior helps companies identify and satisfy consumer needs to achieve marketing goals. It provides insights into what products consumers want in terms of color, design, and size that can inform a company's production policy.
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Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
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The document provides an overview of key concepts related to consumer buying behaviour including:
1. Consumer behaviour involves the processes of acquiring, using, and disposing of goods and services, and can be influenced by cultural, social, personal and psychological factors.
2. Studying consumer behaviour helps organizations understand customers to better achieve their objectives and influence economic and social conditions.
3. Consumer decision making can range from routine to extensive processes depending on the product, and can be impacted by circumstances.
4. Understanding consumer habits, motives, decision processes and influences is important for marketers to maximize sales and profits.
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Consumer decision making involves multiple steps: problem recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. There are different types of buying decisions based on involvement - extensive problem solving for high involvement purchases, limited problem solving for some involvement, and routinized response for low involvement purchases. The decision making process considers influencers, decision makers, buyers, and users and uses heuristics to evaluate alternatives based on attributes.
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The document discusses consumer behavior and the consumer decision-making process. It describes the typical stages consumers go through from need recognition to post-purchase behavior. Key stages discussed include information search from internal and external sources, evaluation of alternatives, purchase, and potential post-purchase satisfaction or cognitive dissonance. Influences on consumer behavior at each stage are discussed including cultural, social, individual, and psychological factors. Different levels of consumer involvement and decision-making processes ranging from routine to extensive problem-solving are also summarized.
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This document discusses consumer buying behavior and decision making. It covers key topics such as factors influencing consumer behavior like cultural, social, personal and psychological factors. It also discusses the buyer decision process, including problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. Additionally, it covers customer satisfaction and the role of marketing in influencing the consumer buying process.
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Dna of a customer
- 1. DNA OF A CUSTOMER BY ANGELA IHUNWEZE(Mrs) angelaitambo74@yahoo.com
- 2. KEY LEARNING OBJECTIVES • To understand what is the make up of a customer • How they think • Habits especially buying habits • These information will help you know how best to handle them irrespective of your temperament and theirs as well.
- 3. Who is a customer? A customer is an individual or business that makes an inquiry about your product or service with the intent to make a decision whether to buy or not A customer is an individual or business purchases the goods or services produced by a business
- 4. Types of customers There are two major types of customer groups • Internal customers; your colleagues, gatekeepers of your organization (Gate men, receptionist, cleaners, drivers, receptionist, outsourced workers in your organization • External customers; end-users of your organizations goods and services
- 5. X ray of an external customer There three major types of external customers Existing Customers Consists of customers who have purchased or otherwise used an organization’s goods or services, typically within a designated period of time Former Customers • This group consists of those who have formerly had relations with the organization typically through a previous purchase
- 6. X ray of an external customer part 2 Potential Customers The third category of customers includes those who have yet to purchase but possess what the organization believes are the requirements to eventually become Existing Customers. These individuals ask quite a number of questions to make up their minds whether to purchase or not.
- 7. The Thinking process of a customer Understanding how customers thinks will enable anyone dealing with them know how to relate with customers of every kind at every stage of the buying process
- 8. The Thinking process of a customer part 2 Problem need Information search Evaluation of alternatives Purchase behaviour Post purchase behavior Problem need Information search Evaluation of alternatives Purchase behaviour Post purchase behavior Problem need Information search Evaluation of alternatives Purchase behaviour Post purchase behavior Problem need Information search Evaluation of alternatives Purchase behaviour Post purchase behavior
- 9. POST BEHAVIOUR • Post-purchase behavior is the final stage in the consumer decision process when the customer assesses whether he is satisfied or dissatisfied with a purchase. • How the customer feels about a purchase will significantly influence whether he will purchase the product again or consider other products within the brand repertoire. • A customer will also be able to influence the purchase decision of others because he will likely feel compelled to share his feelings about the purchase. •
- 10. Why the customer very important? Customers are the most important people for any organization. They are the resource upon which the success of the business depends Do you agree? Thanks for listening