Lecture 5 - Customer analysis

Question 1

What is customer behaviour?

Answer 1

It is the study of how individuals, groups, and organizations select, buy, use, and dispose of products to satisfy their needs and wants

Question 2

Consumer behaviour examines

Answer 2

Who buys
What they buy
When they buy
Why they buy
where they buy
how they buy

Question 3

What is the Decision making unit?

Answer 3

Initiator
Influencer
Decider
Buyer
User

Question 4

What are the influences on consumer behaviour?

Answer 4

External - culture, groups, family

Internal - demographics, motivations, attitudes, perceptions, memory

Question 5

What is the compensatory decision process

Answer 5

Problem recognition
Information search
Evaluate alternatives
Purchase decision
Post-purchase decision

Question 6

B2B Buying behaviour

Answer 6

Fewer buyers
Large purchases
geographically concentrated
Demand may be derived
not as price sensitive
Professional purchasing

Question 7

Types of business consumers

Answer 7

Producers - purchase products for production of products
Trade industries/resellers - retailers/wholesalers
Government - Infrastructure, education, military

Question 8

Busienss Purchasing situations

Answer 8

Straight re-buy
Modified re-buy
New Task buying

Question 9

What is the indirect role? in Decision making unit

Answer 9

The gatekeeper - secretary - allows information into DMU

Question 10

Consumer has three subsets in decision to purchase

Answer 10

Inept set - never going to consider
Inert Set - On back burner consider
Evoked set - comes to mind immediately