Understanding Customer

Question 1

Theme : Majors categories of influence of the customer buying decision process
Focus on : Personal / Level of involvment
Categories

Answer 1

Extended problem solving
	unfamiliar, expensive, high-risk
Limited problem solving
	occasionally, moderate amount of information is needed. i.e. Wii game
Routine problem solving
	frequently purchased, low-cost, low risk, high involvement
Impulse buying
	unplanned, More and more happens

Question 2

Theme : Majors categories of influence of the customer buying decision process
Focus on : Personal factors

Answer 2

Socio-Demographic factors
	Social factors influencing the buying decision process
		Roles and family
		Reference groups
		Social classes
		Culture
Situational factors
Level of involvments

Question 3

Buying decision PROCESS

Answer 3

1. Problem recognition (awareness)
2. Information search
   External sources or memory
   Thus, the manner in which information is processes, filtered and stored by the individual is important
   To make them remembres, marketers use cues
   Evoked set
   Laurent and Kapferer (1985)
   4 factors of involvement (subjective)
   Self-image
   Perceived risk
   Social factors (linked to social acceptance)
   Hedonistic influences (pleasure)
3. Evaluation of alternative
4. Purchase
   Decision-making unit (DMU) - persons that influence the decision
   The initiator
   The Gatekeeper
   information search
   Influencer
   Buyer
   User
5. Post-purchase evaluation
   May provoke cognitive dissonance

Question 4

Theme : Majors categories of influence of the customer buying decision process
Focus on : Psychological factors

Answer 4

# Perception
	Selecting (exposure, distortion, retention), organising, interpreting information inputs (5 senses)
# Motives
	internal, energy-giving force
		analyse : in-depth interviews, focus group, projectives techniques
# Learning
	Change in a person’s behaviour caused by information and experience
# Attitude
	Evaluation ( cognitive) , Feeling (conative), behaviour (actions) towards an object
# Personality
	All internal traits of a person

Question 5

Theme : Majors categories of influence of the customer buying decision process
Focus on : Social and Cultural factors

Answer 5

roles & family
expectation of others or ourself in regards on our role and family position
You can have many roles at one time like women, mother, wife, grandmother, daughter, sister, teacher, part-time youth club organiser
This role can enter in conflicts
buying a car

References group
e.g. family, friends, work colleagues, social, religious
Digital groups

# Social classes 
	Choice of occupation …

#Culture and sub-cultures
	foods, education, clothing, religion, …