Customer Analysis in Marketing
Management
MAR 331
Fall, 1998
Customer Analysis
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Who
Where
When
What
How
Customer Analysis
• Consumers
• Business to Business
Customer Analysis
• Consumers
– End use customers
– Brand loyalty
– Repurchase
Customer Analysis
• Business to Business requires special
considerations
– derived demand
– purchaser is often NOT the user
Customer Analysis
• Where are my customers?
– Invoice data
– Warranty cards
Customer Analysis
• When Do My Customers Buy?
– Demand variation
– Changing customer buying patterns
Customer Analysis
• What Do My Customers Want?
• Recording sales by price range, size and
color
• Competitive information from independent
research firms
Customer Analysis
• How Do My Customers Buy?
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Recognition of problem
Search for alternatives and info
Buyer’s mental evaluation of alternatives
Purchase
Postpurchase behavior
Customer Analysis
• Problem recognition
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Depleted inventory
Advertising
Promotions
Store display
Customer Analysis
• Search for alternatives and information
– Past experience
– Brochures
– Catalogs
Customer Analysis
• Evaluation of alternatives
– Standard Learning Hierarchy
– Dissonance-Attribution Hierarchy
– Low - Involvement Hierarchy
Standard Learning Theory
• Cognitive (Perceptual)
• Affective (Like - Dislike)
• Conative (Purchase)
• Buyers are highly involved
• Products are clearly differentiated
• Mass media/Early PLC
Dissonance-Attribution Theory
• Conative (Purchase)
• Affective (Like-Dislike)
• Cognitive (Perceptual)
• Buyers highly involved/products similar
• Salesperson important
• Early Maturity
Low-Involvement Theory
• Cognitive (Perceptual)
• Conative (Purchase)
• Affective (Like - Dislike)
• Low involvement/similar products
• Broadcast/Late maturity
Customer Analysis
• Buyer’s mental evaluation of alternatives
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Friends
Social class
Personality
Lifestyle
Customer Analysis
• Purchase
– Store location
– Skill of the salesperson
– Availability of credit
Customer Analysis
• Postpurchase Behavior
– Speed of repairs
– Product durability
– Extended warranty
Customer Analysis
• How Does My Firm Become Customer
Oriented?
– Customer Checklist
– Plant tours
– Customer visits
Customer Analysis
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Action and results driven
Encourages initiative
Increases role of staff to customers
Builds trust