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    Rajni Italiya
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    This document discusses analyzing customers through understanding who buys and uses products, what they buy and how they use it, where and when they buy, how they choose products, why they prefer certain products, and how they respond to marketing programs. It describes variables for describing customers of consumer and industrial products and assessing the value customers get from products, brands, and services. The document concludes with desirable criteria for customer segmentation and methods for performing market segmentation.

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    This document discusses analyzing customers through understanding who buys and uses products, what they buy and how they use it, where and when they buy, how they choose products, why they prefer certain products, and how they respond to marketing programs. It describes variables for describing customers of consumer and industrial products and assessing the value customers get from products, brands, and services. The document concludes with desirable criteria for customer segmentation and methods for performing market segmentation.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    8 views16 pages

    RAVI

    Uploaded by

    Rajni Italiya
    This document discusses analyzing customers through understanding who buys and uses products, what they buy and how they use it, where and when they buy, how they choose products, why they prefer certain products, and how they respond to marketing programs. It describes variables for describing customers of consumer and industrial products and assessing the value customers get from products, brands, and services. The document concludes with desirable criteria for customer segmentation and methods for performing market segmentation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    of 16

    Chapter 6

    CUSTOMER
    ANALYSIS
    Know about current & potential
    customer
    • Who buys & uses the product
    • What customer buy & use it
    • Where customer buy
    • When customer buy
    • How customer choose
    • Why they prefer a product
    • How they respond to marketing
    program
    • Will they buy it? (again)
    Who buys & uses the product

    • Buyers versus users


    1.Initiator
    2. Influencer
    3. Decider
    4. Purchaser
    5. User
    • Descriptive variables: Consumer
    products

    1. Demographic
    2. Socioeconomic
    3. Personalities
    4. Psychographics & values
    • Descriptive variables: Industrial
    products

    1. Demographic
    2. Operating variables
    3. Purchasing approaches
    4. Situational factors
    5. Personal characteristics
    What customer buy & use it

    • Benefits
    • Purchase pattern (Two - product
    Assortment)
    1. Recency
    2. Frequency
    3. Monetary
    • Product Assortment
    • Use
    Where customer buy

    When customer buy


    How customer choose

    • Consideration
    • The Multi attribute model
    1. Attributes
    2.Perception
    3. Importance weight
    4. Combining the information
    • Customer as a problem solvers
    Why they prefer a product
    • Source of customer value
    1. Economic
    2. Functional
    3. psychological
    - awareness
    - association
    - attitude
    - attachment
    - activity
    • Manifestations of customer value

    1. Price
    2. Price Sensitivity
    3. Satisfaction
    4. Complaints & Compliments
    5. Word of mouth
    6. Margin/profit contribution
    7. Dollar sales
    8. Competitive activity
    9. Repeat purchase rate
    • Assessing the value of the product
    category

    1. Determine the use of the product


    2. Estimate the important of the uses
    3. List competing products for the uses
    4. Determine the relative effectiveness of
    the product category in each usage
    situation.
    • Assessing the value of the
    Brand/Product/Service

    1.Rating
    2.Constant sum ratings across brands
    3.Graded paired comparisons
    4.Conjoint analysis

    • Emotions, Metaphors, and Conceptual


    understanding
    How they respond to marketing
    program

    • Expert judgment
    • Customer survey – based methods
    • Experiments
    • Analysis of past data
    Will they buy it? (again)

    • Satisfaction
    • Intention
    SEGMENTATION

    • Desirable criteria for segment

    1. Sizable
    2. Identifiable
    3. Reachable
    4. Respond differently
    5. Coherent
    6. Stable
    • Method for market segmentation

    1. Cluster analysis
    2. Tabular analysis
    3. Regression analysis
    4. Latent class analysis
    5. Judgment – based segmentation

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