5-1
Customer Analysis
Chapter 05
McGraw-Hill/Irwin
Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
What We Need to Know about Current
and Potential Customers
5-3
Who Buys and Uses the Products
 Initiator–identifies the need for
product
 Influencer–has informational or
preference input to the decision
 Decider–makes the final decision
through budget authorization
 Purchaser–makes the actual
purchase
 User
5-4
Buying Roles and Needs/Benefits
Sought
5-5
Categories for Describing Consumers




Demographic
Socioeconomic
Personality
Psychographics and values
5-6
Major Segmentation Variables for
Consumer Markets
5-7
List of Values









Self-respect
Security
Warm relationship with others
Sense of accomplishment
Self-fulfillment
Sense of belonging
Respect from others
Fun and enjoyment
Excitement
5-8
Lifestyle Typologies
5-9
Major Segmentation Variables for
Business Markets
5-10
Key Variables Used in Direct
Marketing Campaigns in Europe
5-11
What Customers Buy and How They
Use It
 Benefits
 Purchase Pattern (Product
Assortment)
 Recency
 Frequency
 Monetary value
5-12
Multiattribute Model Questions
 Which attributes do customers use
to evaluate a product?
 What are the perceptions of the
products on these attributes?
 What are the relative importances
of the attributes?
 What decision rule is used to
combine the information?
5-13
Bank Perceptual Map
5-14
Conjoint Analysis: Notebook
Computers
5-15
Importance Weight Variation by
Segment
5-16
Multiattribute Decision Making:
Compensatory Rule
5-17
Sources of Customer Value
 Economic:
 The economic benefit a customer derives
from using a product
 Functional:
 Those aspects of a product that provide
functional or utilitarian benefits to customers
 Psychological:
 The image of the product, including how the
product “feels” and whether that feeling
matches the image the customer wants to
project
5-18
Measuring Brand Equity





Awareness
Associations
Attitude
Attachment
Activity
5-19
Manifestations of Customer Value









Price
Price sensitivity
Satisfaction
Complaints and compliments
Word-of-mouth
Margin/profit contribution
Dollar sales
Competitive activity
Repeat purchase rate
5-20
Assessing the Value of a Product
Category
 Determine the uses of the product
 Estimate the importance of the uses
 List competing products for the
uses
 Determine the relative effectiveness
of the product category in each
usage situation
5-21
Personal Computer Product Category
Value
5-22
Dollar Metric Example: Soft Drink
Preference
5-23
Valuing a Hypothetical Customer
5-24
Calculating the Expected Value of a
Customer
5-25
The Impact of Growth
5-26
Desirable Criteria for Segments






Sizable
Identifiable
Reachable
Respond differently
Coherent
Stable
5-27
Cluster Analysis Illustration
5-28
Cluster Analysis: Phone Company
Market Segmentation Scheme
5-29
Raw Data: Cranberry Sauce Usage
5-30
Cranberry Sauce Usage Percentages
5-31
Cranberry Usage Data by Person
5-32
Light and Heavy Buyers by Mean Purchase
Rates for Different Socioeconomic Cells
5-33
Four-Segment Solution for the InstantCoffee Market
5-34
Preference Segmentation and Price
Sensitivity
5-35