CUSTOMER BEHAVIOR
Customer or consumer behavior is the study of how
individuals make decisions to spend their valuable resources
(Time,money,effort) on consumption-related items. It includes what they buy it,
why they buy it, where they buy it, how often they buy it, and how often they
use it.
According to belch and or is the
processbelchandactivities ‖ consumer people engage behav in when searching for,
selecting, purchasing, using, evaluating and disposing of products and services
so as to satisfy their needs and desires.
CUSTOMER BEHAVIOR IN RELATIONSHIP
PERSPECTIVE
1. Understanding
customer is the central part of the marketing process to know why a customer or
buyer makes a purchase.
2. Without
such an understanding, business will and wants.
3. Some
business still produces the product without knowing the importance of the
customer.
4. Organization
clearly understands the benefits wanted by customers, reasons for purchase,
re-purchase etc.
5. Importance
of customer behavior
6. Production
policies
7. Price
policies
8. Decision
regarding channel of distribution
9. Decision
regarding sales promotion
10.
Exploiting market opportunities
11.
Customers do not always act or react
predictably.
12.
Consumers preferences are changing and
becoming highly diversified.
13.
Rapid introduction of new products
14.
Implementing thencpt‖―marketing co
FACTORS INFLUENCING CONSUMER BEHAVIOR
15. Psychological factors
1. Motivation
2. Perception
3. Learning
4. Beliefs
and attitude
• Personal
Factors
1. Age
and Life cycle stage
2. Occupation
3. Life
style
4. Personality
and self concept
• Cultural
factors
1. Culture
2. Sub
culture
3. Social
class
• Social
factors
1. Refernce
groups
2. Family
3. Roles
and status
• Buying
role of a customer
• Initiator
• Influencer
• Decider
• Gatekeeper
• Buyer
• User
Buying
decision of customers
• What
to buy?
• How
much to buy?
• Where
to buy?
• When
to buy?
• How to buy?
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