Transcript
The Need For Studying Consumer Behaviour
How the need for the product /services was determined?
How information was sought by the customer?
The process of evaluation of various product and services.
The payment process.The post purchase behaviour.
Factors influencing CustomersRange of merchandiseConvenience of shoppingTime to travelSocio-economic factorsThe stage of family lifecycle
STA
Internal (psychological)
External(sociological)
culture
social class
reference groups
family
marketing mix
needs
motives
wants
awareness perception attitude preference
behavior
learning
personality
Buyer Behavior Model
Types of buying decisions (Time and effort)Extended Problem SolvingLimited Problem SolvingHabitual decision making
Generational cohortA generational cohort has been defined as
"the aggregation of individuals (within some population definition) who experience the same event within the same time interval
MARKET SEGMENTATIONDemographic SegmentationGeographic SegmentationUsage pattternsPsychographics and lifestyle
Customer ServiceIdentify the key customer and listen and
respond to themDefine superior service and establish a
service strategySet standard and measure performanceSelect train and empower employeesRecognize and reward accomplishment
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