What is customer analytics? =tends to be more formalized.
- refers to the gathering data about your customers at a Various stages of the buying = more dependent
exprience and making decisions about how to improve your business.
• BUSINESS BUYER BEHAVIOR
•Customer Analytics method
The Environment Other
= Survey Analysis,=Customer segmentation=Factor Analysis=Cluster Analysi=Neutral
Network / Machine Learning.=Customer Journey mapping= Regression Marketing Stimuli = Stimuli->
Analysis=Transactional Analysic
The buying Center = BuyerResponses
Users of Customer Analytics.
Major type of buying situation
Retail , Online , Finance, Software
Ne ta k, Straight Rebuy , Modified Rebuy
•Professional who specializes customer Analytics.
> Data Scientist, Statistician, Data base analyst, Business Analysis , Project Managers,
Project Developers •The decision-making unit of a buying organization is Called its buying center.
•Big Data MAJOR INFLUENCES on BUSINESS BUYERS >Environmental > Interpersonal > Buyers
billions or million customer transactions Organizational > Individual
• Small Data • STAGES of the BUSINESS BUYING PROCESS
Contain of le than 3 cutomer transaction > Problem recognition=General need prescription = Product specificationSupplier
search= Proposal solicitation -> Performance review→ order routine Specification=
Component of cutomer analytic Performance review
Pat beahaveiour, Predictive modelling, variable , ht if cenario , cutomer experience CONSUMER MARKET & CONSUMER BUYER BEHAVIOR•
Dependent Variable Consumer market.
- things that you care about but can't affect directly such customer Satisfaction > All individuals and households that buy or ad acquire
- Independent Variables goods for personal consumption.
variables that can be directly controlled or manipulated. • Consumer Buyer Behavior
• Customer Analytics Data types. > The buying behavior final -consumers.
Decriptive, Behavioral, Interaction, Attitudinal • MODEL of BUYER BEHAVIOR
*BUSINESS MARKET & BUSINESS BUYER BEHAVIOR *
BUSINESS MARKET
comprises all organizations that buy goods and servic use in the production of other
products and services for re lling
• Business Buyer Behavior
• FACTORS AFFECTING CONSUMER BEHAVIOR
refers to the buying behavior all the organizations that buy goods and services that are
sold or supplied to others.
What Diferenciate Business Market From Consumer Market: CULTURA
=Market structure and demand L >•Culture - the set basic values, perception learned from other
= The Nature of Buying Unit •Subculture-Group of people with shared value systems base common
= The types of decision and the decision process involved •Social Class-relatively permanent an ordered divisions in a. on live a society
Market Structure & Demand Learning • Beliefs 3 Attitudes.
> Far Fewer but par larger buyers. Social
=Geographically concentrated •Family •Roles & Status=Reference Group
= Derived demand
Nature of the Buying Unit
=buying is done. by trained purchasing agents Personal
=More Decision participants and a more professional purchasing effort.
TYPES OF DECISION and the DECISION PROCESS Reminder:
=Face more complex decision.
Motivation Research
= refers to the qualitative research design to probe.
Subconscious motivations.
•Interpretative Consumer Research
→ a projective technique to dig deeper into consumer Psyches
• MASLOW'S HEIRARCHY OF Needs
= Elf actualization
=Esteem
= Belonging
=Safety
=Physiological
•3 Perceptual Process >
Selective Attention
-Screen out of information they are exposed.
7 Selective distortion
- tendency to interpret and retain information that Supports attitude and belief
7 Selective Retention
- remember the good points about a brand
• BUYER DECISION PROCESS
Need → Information Evaluation -> Purchase Postpurchase Recognition Search of
alternatives - Decision Behavior
•TYPES OF BUYING DECISION BEHAVIOR
1) Complex Buying Behavior •situations by high consumer involvement (expensive,
risky)
2) Dissonance- reducing buying - low consumer involvement behavior (after sales
Discomport)
3. habitual buying behavior
Doe not pa through the u ual belief attitude behavior e uence .
4. variety eeking buying behavior
= do a lot of brand itching
