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CHAPTER 2: UNDERSTANDING THE CUSTOMERS - Coggle Diagram
CHAPTER 2: UNDERSTANDING THE CUSTOMERS
MAJOR TYPES OF CUSTOMER
3) IMPULSE CUSTOMER
:star:They do not have a particular buying item at the top of their "To Do" list, but come into the store on a whim
:star:They will purchase what seems good at the time
4) NEED-BASED CUSTOMER
:star:They have a specific intention to buy a particular type of item
:star:When they enter the store, they will look to see if they can have that need filled quickly. If not, they will leave right away
2) DISCOUNT CUSTOMER
:star:They shop at our stores frequently, but make their decisions based on the size of our markdowns (discounts)
:star:This customer, however can often end-up costing you money because they are more inclined to return product
5) WANDERING CUSTOMER
:star:They have no specific need or desire in mind when they come into the store. Rather, they want a sense of experience and/or community
:star:For many stores, this is the largest segment in terms of traffic while at the same time they make up the smallest percentage of sales
1) LOYAL CUSTOMER
:star:They represent not more than 20% of our customer base, but make up more than 50% of our sales
:star:These people are the ones who can influence our buying and merchandising decisions
TYPES OF CUSTOMER EXPECTATION
CONFIRMED EXPECTATION :pen:Customer expectation that match customer perception
DISCONFIRMED EXPECTATION
:pen:Customer expectation that do not match customer perception
CUSTOMERS' PROBLEMS
:!:The company inability to meet their request
:!:The company failure to meet their needs
:!:The company unable to appropriately address customer expectations
:!:Dissaticfation, unhappy, regret, disappointment, sad
WHAT MOTIVATES CUSTOMER TO BUY
PERSONAL INFLUENCES
:explode:Lifestyle
:explode:Personally
: :explode:Economic status
SOCIAL INFLUENCES
:explode:Family, opinion leaders (people whose opinions are sought by others)
:explode:References group as friends, co workers and professional associates
PSYCHOLOGICAL INFLUENCES
:explode:Individual's motivation
:explode:Perception
:explode:Desire to learn
:explode:Attitude
CULTURAL INFLUENCES
:explode:Culture (the way of living that distinguishes one large group of another)
:explode:Subculture (smaller groups such as ethnics groups with shared values)
:explode:Social class (the ranking of groups, background, occupation and income)
