Transcript Document
WELCOME TO A PRESENTATION ON… Facilitator: Mike du Toit C U S T O M B E HAVIOUR R ! CUSTOMER BEHAVIOUR Topic Topic Topic Topic Topic 1: 2: 3: 4: 5: Introduction to customer behaviour Determinants of customer behaviour The customer’s mind set Customer decision-making Customer focused marketing INTRODUCTION Definition: Study of and the secure, services, needs individuals, groups or organisations processes they use to select, use and dispose of products, experiences, or ideas to satisfy INTRODUCTION Types of customers: Households Business markets Roles of customers: Buyers Users Payers IMPORTANCE OF CUSTOMER BEHAVIOUR Customer satisfaction Customer retention The marketing concept Focus on needs Customer focus Serve needs of society Long-term survival MARKETING STRATEGY & CUSTOMER BEHAVIOUR Outcomes Individual Organisation Society Customer decision Marketing strategy Market segmentation Market analysis Organisation Competitors Environment Customers Creating value for the customer Three meanings of value: • Pricing value (remember the benefits pg 29) • Customer value • Strategic value How to measure value? 1. Determine expected value 2. Prepare strategy 3. Measure how well value was delivered 4. Investigate and adapt Market segmentation Bases of market segmentation: Geographic Demographic Psychographic Behaviouristic Needs/benefit Market value OVERALL MODEL OF CUSTOMER BEHAVIOUR External influences Culture Subculture Reference group Social class Family Marketing activities Internal influences Perception Learning Motivation Lifestyle Attitudes Personality Self-concept Market characteristics Climate Economy Government Technology Customer Decision-making Individual Organisational Family Personal characteristics Race Gender Age CULTURE AND SUBCULTURE Culture and society Institutions that transmit the elements of culture Family Education institutions Houses of worship Mass media REFERENCE GROUPS Types of reference groups Formal and informal Primary and secondary Membership and non-membership Aspirational reference group Dissociative reference group Automatic groups Negative groups PERSONAL CHARACTERISTICS Race Gender Age Pay special attention to the changing roles of women! THE CUSTOMER’S MINDSET Customer perception and learning Perceptual process Elements of learning LEARNING Theories of learning Cognitive learning Classical conditioning Instrumental conditioning MOTIVATION Pay special attention to Maslow & Mcguire CUSTOMER ATTITUDES Sources of influence on attitude formation Direct experience Influence of family and friends Exposure to mass media COMPONENTS OF ATTITUDES Cognitive component Consists of customer’s beliefs about object Also customer’s knowledge about object There are two types of beliefs: - Informational beliefs – associated with product attributes - Evaluative beliefs – associated with product benefits Affective component Involves our feelings and emotions toward object May also be result of several evaluations of performance Products are evaluated in context of specific situation COMPONENTS OF ATTITUDES…cont. Behavioural component This component represents outcome of cognitive and affective components Does customer buy or not? Component consistency Three components tend to be consistent Change in one components affects others CUSTOMER ATTITUDES Attitude change Changing the affective component Classical conditioning Positive effect Mere exposure Changing the behavioural component Changing the cognitive component Changing beliefs Shifting performance Adding beliefs Changing the ideal CUSTOMER ATTITUDES Attitude change Changing the product Packaging Change of services Change of properties Attitude of sales person Perceptual change New information Promotion Strength of the attitude Market segmentation Cont. CHARACTERISTICS OF PERSONALITY • Personality reflects individual differences • Personality is consistent and enduring • Personality is partially created and influenced by the environment • Personality can change CUSTOMER DECISION-MAKING Stages in the decision-making process Problem recognition Search for information Evaluation of alternatives Buying Post-buying evaluation FAMILY DECISION-MAKING Influencer Gatekeeper Deciders Buyers Preparers Users Maintainers Disposers THE FAMILY LIFE-CYCLE Stage 1. 2. 3. 4. 5. Bachelorhood Honeymooners Parenthood Post-parenthood Dissolution MODIFIED TO THE FAMILY LIFE-CYCLE At-home singles Starting-out singles Mature singles Young couples New parents Mature parents Single parents Golden nests Left alones CUSTOMER-FOCUSED MARKETING Stages of brand loyalty Brand Brand Brand Brand Brand awareness trial preference habit loyalty Relationship based buying Steps for after marketing: • • • • • • • Maintain customer info Blueprint the customer contact point Analyse info feedback Conduct satisfaction surveys Manage communication programme Host special events for customers Audit and reclaim lost customers THE END Questions?