2.1 Customers

Question 1

Roles (4)

Answer 1

Market Led, Product Led, Customer behaviour, Social classification.

Question 2

Market Led- DES/AIMS (6)

Answer 2

Business finding out what customers want. Aim to satisfy customers, market research before production, market testing, need or a want, responsive to change/trends.

Question 3

Product Led- DES/AIM (6)

Answer 3

(Higher tech) Research focused on produce product development first then try sell, rather market. High risk of not knowing result, sell to other manufacturers. Little market research, product research/testing, little competition.

Question 4

Social classification DES/AIMS

Answer 4

Used by market analysis/government, group together public, who behave in ways by social status and income. Show spending patterns, what/how much they spend. How they advertise -newspaper, websites, magazines.

Question 5

Customer Behaviour (10)

Answer 5

Demographic, income, location, social class, lifestyle, personality.- watch how behave, buying preferences change with circumstances. Structure pop, age, gender, income, patterns. Can make business tailor, market segments=profitability, service.

Question 6

Customer behaviour - Groupings

Answer 6

Income, location, social class, lifestyle, personality, political.

Question 7

Customer behaviour (Research: Habits&decisions (6)

Answer 7

Routine: particular product purchase as habit. Informed: made an educated choice. Impulsive: acted without thought to needs(price etc). Confused: purchase without decision making. Brand conscious: informed purchase most concerned about is brand/image. Price/quality conscious: care only about that, willing to make a purchase.