CUSTOMER PURCHASING BEHAVIOUR

• Analyzing Customer purchasing behavior using AIDA model:-

Attention

Interest

Desire

Action
• We have taken 50 customer & their responses by analyzing their purchasing behavior towards our flavoured milk.
Table 1

Row Labels Count of Do you know about Amul Flavoured milk? (Attention)
No 13
Yes 37
(blank)
Grand Total 50

Table 2

Row Labels Count of Do you purchase Amul flavoured milk? (Interest)

No 14
Yes 36
(blank)
Grand Total 50
Table 3

Row Labels Count of Assuming that i had access to Amul Flavoured milk, I intend to consume it (Desire)
Agree 20
Disagree 3

Neither Disagree nor

Agree 12
Strongly Agree 11
Strongly disagree 4
(blank)
Grand Total 50

Table 4

Row Labels Count of I plan to consume the consumption Amul of Flavoured milk in the next Month/week (Action)
Agree 11
Disagree 6
Neither Disagree nor
Agree 13
Strongly Agree 15
Strongly disagree 5
(blank)
Grand Total 50
 Potential customer
14
14 13 13
12
12
Column1 No Disagree Neither nor agree/disagree Strongly disagree 10
8 6
No Disagree Neither agree nor disgree Strongly disagree 4
5
6
3
know about product (attention) 13 4
2 0 0 0 0
Consume product (interst) 14 0

intend to buy (Desire) 3 12 4

purchase in next
month/week(Action) 6 13 5
No Disagree Neither nor agree/disagree Strongly disagree

Loyal customer
Column1 Yes Agree Strongly agree 40 37 36
know about product (attention) 37 30
20
Consume product (interst) 36 20 15
11 11
intend to buy (Desire) 20 11 10

purchase in nxt mnth/week(Action) 11 15

Yes Agree Strongly agree

 Takeaway:-

• After knowing consumer purchasing behavior and segregating in two parts wherein one type of consumer

know about our product, they consume our product & intend to consume our product by purchasing again.

Our aim should be to increase their purchasing frequency in order to increase our sale.

• In other hand we have one group of consumer who don’t know about product, don’t consume our product &

don’t show any interest in our product in coming time. We can target this group of product in order to

increase our sale by converting them into potential customer.

 SEGMENTATION, TARGETING AND POSITIONING

Our strategy is to penetrate the Patna market. For this we decided to launch all the flavors of amul
flavoured milk as amul has advantage of market leader.

 Segmentation: - we did Demographic, Geographic, psychographics, behavioral & economic

segmentation.

 Geographic Region: - Patna market (Rural & urban area)

 Family size: -Nuclear and joint

 Income: - above 3 lakhs

 Social class: -Middle & Upper class

 Behavioral occasion: - regular and special

 User Status: - first time user, none user and potential user

 Usage Rate: - regular and occasional

 Readiness state: - Informed, intend to buying, desirous

 Targeting: - we are targeting following customers: -

 Kids

 Young boys & girls

 Students of colleges & universities.

 Officials

 People wanting new & refreshing flavors.

 Shopkeepers.

 Positioning: -

 We are marketing leader with highest market share & positioning ourselves as a refreshing,
healthy drink(available in six different flavor) with lowest possible cost i.e. Rs 20 with utmost
premium quality.