Knowing Your Customers

1
Knowing Your Customers
2
Customer Profiles

• Demographic Profile
• Social Profile
• Psychological Profile
• Lifestyle

3
Consumers Demographic Profile
Age
Gender
Occupation
Location
Education
Housing
Marital Status
Mobility
Ethnicity/Race
Income
Stage in Family Cycle
4
Social Characteristics of Consumers
Culture
Social Class
Time Expenditures
Family Life Cycle
Social Performance
Reference Groups
Opinion Leaders
5
Consumers Psychological Profile
Personality
Attitudes/ Opinions
Importance of Purchase
Innovativeness
Class Consciousness
Perceived Risk
Motivation
Perceptions
6
The Consumer Decision Process
Stimulus
Need Awareness
Information Search
Evaluate Alternatives
Purchase
Post- Purchase
Demographics
Social Factors
Psychological Factors
Factors That Affect the Consumer Decision Process
7
Bases for Segmenting Consumer Markets
8
Segmenting the Pizza Market
End Use
Family Meal
Party (home)
Party (eat out)
Date
Lunch (business)
Age
3 -12
x
13 - 18
x
x
19 - 30
31 - 50
51
9
Segment the Athletic Shoe Market
10
Profile of Market Segment

• Fastlane Phil
• Middle aged, well educated
• Good income
• Technical/Sales/Administrative
• Undisciplined, uninvolved, wife handles
• Difficulty managing, overspends
• Low assets, low savings
• High TV, moderate other media

11
Customer Analysis

• Identify Customer Segments
• Develop Profiles of Target Segments
• Get Data on Target Segments (Numbers, growth
  trends, etc.)
• Understand Consumer Decision Process of Customers
  in Target Segments