a typology of customers ( internal and external factors ınfluencing their behaviours )

SUBJECT NAME

A TYPOLOGY OF CUSTOMERSINTERNAL AND EXTERNAL FACTORS

INFLUENCING THEIR BEHAVIOUR

Prepared By

Goksun Catmaz

Sevilay Ekicioglu

CUSTOMER IS THE MOST IMPORTANT VISITOR ON OUR PREMISES,

HE IS NOT DEPENDENT ON US, WE ARE DEPENDENT ON HIM.

HE IS NOT AN INTERRUPTION ON OUR WORK, HE IS THE PURPOSE

OF IT.

HE IS NOT AN OUTSIDER IN OUR BUSINESS HE IS A PART OF IT.

WE ARE NOT DOING HIM A FAVOUR BY SERVING HIM,HE IS DOING

US A FAVOUR BY GIVING US THE OPPORTUNITY TO DO SO.

-Mahatma Gandhi

INTRODUCTION

Consumer purchasing decisions are often affected by factors that are outside of their control but have direct or indirect impact on how we live and what we consume.

Consumers are faced with many external influences, including an individual’s culture, subculture, household structure, and groups that he/she associates with.

Marketers and business owners call these external influences because the source of the influence comes from outside the person rather than from inside.

Today consumers are faced with an array of product selection, and competition is fierce among companies. This is why your understanding of consumer behaviour is vital to the success of your business.

Both internal and external factors are inter connected and work together to assist the consumer decision making process.

Consumer

Purchase

Decision

Motives

Personality

Needs

Perception

Learning

Attitudes

Bu

sin

ess

Economic

Fa

mily

External Factors

Internal Factors

SIMPLE MODEL OF CONSUMER BEHAVIOR

FACTORS INFLUENCING

Social factors- family, roles and status, ref. groups

Economic factors- size of family, disposable Income

propensity to consume, consumer credit.

Cultural factors- values, Beliefs, arts

Personal factors- age, occ., life style, personality

Physiological factors- basic needs

INFLUENCING FACTORS IN CONSUMER DECISION MAKING

TYPES OF CUSTOMER BEHAVIOUR

Loyal Customers

These types of customers are less in

numbers but promote more sales and profit as

compared to other customers as these are the

ones which are completely satisfied. Loyal

customers want individual attention and that

demands polite and respectful responses from

supplier.


Discount Customers

Discount customers are also frequent visitors

but they are only a part of business when

offered with discounts on regular products and

brands or they buy only low cost products.

More is the discount the more they tend

towards buying.


Impulsive Customers

These customers are difficult to convince as

they want to do the business in urge or caprice.

They don’t have any specific item

into their product list but urge to buy what they

find good and productive at that point of time.


Need Based Customers

These customers are product specific and

only tend to buy items only to which they are

habitual or have a specific need for them.

These are frequent customers but do not

become a part of buying most of the times so it

is difficult to satisfy them.

Wandering Customers

These are the least profitable customers as

sometimes they themselves are not sure what

to buy. These customers are normally new

in industry and most of the times visit suppliers

only for confirming their needs on products.


Disinterested

They don’t want what you are providing. And

that’s not necessarily a bad thing.


Detached

You won these customers, but they lack

loyalty. They see you simply as another

supplier who at times can help them.


Delighted

You have exceeded expectations with these

customers, usually through the personal touch,

although he notes that in some sectors, this

may mean simply providing things on time with

a smile.


Devoted

These folks have high expectations and

consistently get a great experience, so there’s

no reason for them to go elsewhere. They

come back to your company, spend more and

tell others about you.


Disappointed

When things go wrong, you can end up with

a disappointed customer. You may have

provided great service in the past but flubbed

it, or maybe your product isn’t on a par with

other companies they patronize.


Disaffected

The disappointed customers you do not deal

with can become aggrieved and start to tell

others about their experience. Deal with

disappointment and do it quickly. And watch

out for them online, in forums, on ratings sites

and social media.


Dormant

These people were good customers in the past but drifted off. They represent an opportunity if you can create a dialogue with them, rather than simply sending them formulaic marketing materials that they will likely ignore. This group can be a challenge, but usually it is easier to lure them back than to gain a new customer from scratch.


Draining

These customers are unprofitable, draining

money as well as time and energy. That makes

them an important group to recognize. Before

walking away from draining customers, try to

make them profitable.


iDeal

These are the customers you want and need to

consciously seek. That means determining

who they are, what their needs and

preferences are, and how you can attract them.

a typology of customers ( internal and external factors ınfluencing their behaviours )

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