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McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Customer Analysis

Chapter 05

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What We Need to Know about Current and Potential Customers

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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

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Buying Roles and Needs/Benefits Sought

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Categories for Describing Consumers

Demographic Socioeconomic Personality Psychographics and values

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Major Segmentation Variables for Consumer Markets

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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

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Lifestyle Typologies

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Major Segmentation Variables for Business Markets

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Key Variables Used in Direct Marketing Campaigns in Europe

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What Customers Buy and How They Use It

Benefits Purchase Pattern (Product

Assortment) Recency Frequency Monetary value

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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?

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Bank Perceptual Map

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Conjoint Analysis: Notebook Computers

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Importance Weight Variation by Segment

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Multiattribute Decision Making: Compensatory Rule

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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

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Measuring Brand Equity

Awareness Associations Attitude Attachment Activity

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Manifestations of Customer Value

Price Price sensitivity Satisfaction Complaints and compliments Word-of-mouth Margin/profit contribution Dollar sales Competitive activity Repeat purchase rate

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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

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Personal Computer Product Category Value

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Dollar Metric Example: Soft Drink Preference

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Valuing a Hypothetical Customer

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Calculating the Expected Value of a Customer

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The Impact of Growth

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Desirable Criteria for Segments

Sizable Identifiable Reachable Respond differently Coherent Stable

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Cluster Analysis Illustration

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Cluster Analysis: Phone Company Market Segmentation Scheme

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Raw Data: Cranberry Sauce Usage

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Cranberry Sauce Usage Percentages

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Cranberry Usage Data by Person

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Light and Heavy Buyers by Mean Purchase Rates for Different Socioeconomic Cells

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Four-Segment Solution for the Instant-Coffee Market

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Preference Segmentation and Price Sensitivity