Individual and Group Customer

INDIVIDUAL CUSTOMER

•      The term consumer, end user, individual buyer and individual user refer to the same, a buyer who buys product and services for end use.

•      Understanding their need, want, value expectation and service expectations are the way to win this market by product and services which a firm is offering.

Individual customer decision making process/Buying process

•      Problem recognition

•      Pre-purchase information research

1. Personal service

2. Commercial sources

3. Public sources

4. Experimental sources

•      Evaluation of alternatives:

1. Evaluative criteria

2. Beliefs

3. Attitudes

4. Intensions

•      Purchase decisions

•      Post-purchase behavior

1. Post-purchase satisfaction

2. Post-purchase action

3. Post-purchase use and disposal

GROUP CUSTOMERS

•      Group customer are referred as industrial market which consists of all the individuals or organizations who acquire goods and services that enter into the production of other products or services that are sold, rented or supplied to others.

•      Organizations establish the need for purchased products and services, and identify, evaluate and choose among alternatives brands and suppliers.

Group customer decision making process/Buying process

•      Problem recognition

•      General need Description

•      Product specification

•      Supplier Search

•      Proposal solicitation

•      Supplier selection

•      Purchase Routine selection

•      Post purchase evaluation