Customer Analysis in Marketing Management

MAR 331 Fall, 1998

Customer Analysis
Who Where When What How

Customer Analysis
Consumers Business to Business

Customer Analysis
Consumers
End use customers Brand loyalty Repurchase

Customer Analysis
Business to Business requires special considerations
derived demand purchaser is often NOT the user

Customer Analysis
Where are my customers?
Invoice data Warranty cards

Customer Analysis
When Do My Customers Buy?
Demand variation Changing customer buying patterns

Customer Analysis
What Do My Customers Want? Recording sales by price range, size and color Competitive information from independent research firms

Customer Analysis
How Do My Customers Buy?
Recognition of problem Search for alternatives and info Buyers mental evaluation of alternatives Purchase Postpurchase behavior

Customer Analysis
Problem recognition
Depleted inventory Advertising Promotions Store display

Customer Analysis
Search for alternatives and information
Past experience Brochures Catalogs

Customer Analysis
Evaluation of alternatives
Standard Learning Hierarchy Dissonance-Attribution Hierarchy Low - Involvement Hierarchy

Standard Learning Theory

Cognitive (Perceptual) Affective (Like - Dislike) Conative (Purchase)
Buyers are highly involved Products are clearly differentiated Mass media/Early PLC

Dissonance-Attribution Theory
Conative (Purchase) Affective (Like-Dislike) Cognitive (Perceptual)
Buyers highly involved/products similar Salesperson important Early Maturity

Low-Involvement Theory
Cognitive (Perceptual) Conative (Purchase) Affective (Like - Dislike)
Low involvement/similar products Broadcast/Late maturity

Customer Analysis
Buyers mental evaluation of alternatives
Friends Social class Personality Lifestyle

Customer Analysis
Purchase
Store location Skill of the salesperson Availability of credit

Customer Analysis
Postpurchase Behavior
Speed of repairs Product durability Extended warranty

Customer Analysis
How Does My Firm Become Customer Oriented?
Customer Checklist Plant tours Customer visits

Customer Analysis
Action and results driven Encourages initiative Increases role of staff to customers Builds trust