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Chapter: Business Science : Customer Relationship Management : Understanding Customers

Individual and Group 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.

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

 

 

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Business Science : Customer Relationship Management : Understanding Customers : Individual and Group Customer |


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