Market Studies 4
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Contents |
[edit] Customer Analysis Surveys
Customer analysis studies are directed at understanding the current customer. What motivates the customer to move from interest in the product to actual purchase? Understanding this process and how it can be improved is the key to customer conversion, commitment and loyalty.
[edit] General Measures That Are Part Of A Customer Analysis
[edit] Awareness - Interest – Knowledge Acquisition
How did the customer become aware of the product or service?
General level of interest in the product or service
[edit] Purchase Process and Evaluation
Type of purchase process (Is the process short – informal – personal or long – formal – institutional)
Who makes the decision/role in the decision (individual or group decision)
Specific need fulfillment given performance requirements. Performance requirements may vary based on a variety of factors such as seasonality (fresh fruit).
What makes the product attractive?
[edit] Feature Benefit Evaluation
Features and benefits evaluated
Number of products/vendors evaluated
Brands – vendors considered
Length of time for the decision/purchase process
Previous brand purchased,
Current brand used/Current vendor (why they switched)
May consider a means-end/laddering analysis for further understanding
[edit] Intention to Purchase
Intention to purchase (within category, brand)
Example: Have you ever gone to the grocery store with the intention to purchase fresh fruit (on your shopping list) and failed to do so? If so, why?
Have you ever gone to the grocery store without the intention to purchase fruit and ending up buying fruit? If so, why?
[edit] Product Evaluation – Purchase History
- Product/brand purchase history for your brand
- What was it that led to purchase
- What was it that led to not purchase
- What is best about brand purchased (your brand and other brand)
- What is worst about brand purchased (your brand and other brand)
[edit] Other Consideration:
What decisions a company should drive off of the various types of customer analyses?
Should analyses be performed on a regular schedule?