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CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE

CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE


PART 1:
PART 1:

CHAPTER 2
Determinants
Determinantsof
ofCustomer
CustomerBehavior:
Behavior:
Personal
PersonalFactors
Factors
and
andMarket
MarketEnvironment
Environment
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Framework
PART 1

Customer Behavior: A Managerial Perspective

Personal Context
Culture
Groups and Institutions
Personal Worth
Social Class

Buyer

CHAPTER 2

Personal Traits
Genetics
Biogenics
Personality

User

Payer

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Market Context
Economy
Government Policy
Technology

Market Traits
Climate
Topography
Ecology

Copyright 1999 by Thomas

Two Broad Classes


Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Personal traits

Those biological and physiological features a person is


born with and those that develop as a person grows but
whose origin derives from biological heredity.

Individual traits
Group traits

Personal context

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The characteristics of the socio-econocultural


environment in which we have lived and are living, which
has intimately influenced our resources, tastes, and
preferences

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Personal Factors

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Personal Traits
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Genetics
Biogenics
Race
Gender
Age
Personality
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Genetics: The Cards We Are


Dealt at Birth
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

DNA (deoxyribonucleic acid)

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Chemicals in cell nuclei that form the


molecular basis of heredity in organisms
Genes (segments of DNA) provide the code
that determines our characteristics

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Research
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Research is in progress on genetics and DNA, seeking to


discover secrets of the human condition and behavior
Advances in neurology are uncovering various chemicals
that regulate human emotions and behavior
These discoveries support the idea of biological
determinism the belief that human behavior is
determined by biological factors such as genetics and
DNA
Other non-biological factors such as culture, perception,
learning, and individual motivation, determine much of
adult behavior as well
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Genetics Affect Customer


Needs and Behavior
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Four Factors

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Physiological differences
Diseases and mental disorder
Circadian rhythm
Emotions and behavior

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Direct Effects of Genetics


Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Physical features and physiological


characteristics

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Height, weight, skin color and tone, color of


eyes, color and texture of hair, and bodily
reactions to variations in temperature and
other environmental changes (i.e., allergies)

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Daily Cycle of Activity


Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Circadian Rhythm biological clock governs


rhythms like sleep-wake cycles
Peoples rhythms affect,, when shoppers like to
shop, among other things
Research is also examining whether consumers
might process advertisements differently at
different times of the day according to their
circadian rhythm
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10

Human Behavior
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Nature (biological factors)

Behavior is determined by a persons upbringing, by


family life, by parental values, by peer group
influences, by school, and by church groups

Nurture (the familial and social environment)

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Behavior is determined by a persons genetic makeup:


our emotions, our sexual preference, tribalism, love of
status, notions of beauty, our sociability, creativity,
and morality itself
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Birth Order Matters


Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Birth order is the sequence among all


siblings born of the same mother

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Older children are control freaks, aspiring,


ambitious and driven
Younger siblings, in contrast, take themselves
much less seriously, are more sociable and less
judgmental, more risk taking and more open to
new things and change
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Biogenics
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Three biogenic characteristics that


influence customer behavior:

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Race
Gender
Age

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13

Race
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

In the United States, the Bureau of the


Census specifies the following four race
categories:
1.
2.
3.
4.
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Caucasian
African American
American Indian and Alaskan Eskimos
Asian and Pacific Islanders
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Gender
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Gender is a biogenic group trait that


divides customers into two groups

males and females

This group trait remains constant through a


persons life, and it influences customer
values and preferences
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15

Age
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Age is perhaps the most pervasive influence on


customer behavior
Both needs and wants vary immensely by age
Age helps determine the lifetime revenue from a
customer

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Lifetime revenue is the estimated revenue a firm may


expect to receive from a customer over the customers
lifetime
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Chronological Age-based
Grouping
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

The GI Generation (born from 1901 to 1924)


Silent Generation (born between 1925)
Baby Boomers (born between 1946 to 19640
Generation X (Post 1964)
Generation Y (born between 1977 and 1995)
Children

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17

Distribution of Online Buyers


By Age
Customer Behavior: A Managerial Perspective

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PART 1

CHAPTER 2

18

Customer Personality
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Personality refers to a persons consistent


ways of responding to the environment in
which he or she lives
Customer personality is a function of two
factors:

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Genetic makeup
Environmental conditioning

Personality
= Genetics
Environment
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1999 by xThomas

19

Behaviorism Theory
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

A person develops a pattern of behavioral


responses because of the rewards and
punishments offered by his or her
environment

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20

Freudian Theory
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Human personality is driven by both conscious and


unconscious motives
Three divisions of the human psyche:

id

ego

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between the unconscious and impulsive desires of the id and the


societal ideals internalized by the superego

superego

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the basic source of inner energy directed at avoiding pain and


obtaining pleasure and represents the unconscious drives and urges

the moral side of the psyche, reflecting societal ideals

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Unconscious Tactics of the Ego


Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Aggression
Rationalization
Projection
Repression
Withdrawal
Regression
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22

Trait Theory
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

A person is viewed as a composite of


several personality traits
A personality trait is a consistent,
characteristic way of behaving

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23

Personality of the Business


Customer
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Two personality traits of the social styles


classification

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Assertiveness
Responsiveness

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24

Classification of Personality Into Social Styles

Analytical
Slow reaction
Maximum effort to organize
Minimum concern for
relationships
Historical time frame
Cautious action
Tends to reject involvement
LOW

Amiable
Unhurried reaction
Maximum effort to relate
Minimum concern for effecting
change
Present time frame
Supportive action
Tends to reject conflict

Driving
Swift reaction
Maximum effort to control
Minimum concern for caution
in relationships
Present time frame
Direct action
Tends to reject inaction
Expressive
Rapid reaction
Maximum effort to involve
Minimum concern for routine
Future time frame
Impulsive action
Tends to reject isolation

HIGH
RESPONSIVENESS

HIGH

ASSERTIVENESS

ASSERTIVENESS

RESPONSIVENESS
LOW

Personal Context
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Culture
Institutions and groups
Personal worth
Social class

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26

Culture
PART 1

Customer Behavior: A Managerial Perspective

Enculturation
Elements of
Culture
Values
Norms
Rituals
Myths

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Characteristics of Culture
Culture is learned
Culture regulates society
Culture makes living more
efficient
Culture is adaptive
Culture is environmental
Multiple cultures are nested
hierarchically

CHAPTER 2

Acculturation
Dimensions of
Cross-cultural Values
Individual vs. collectivism
Large vs. small power distance
Strong vs. weak uncertainty
avoidance
Masculinity vs.femininity
Abstract vs. associative
thinking

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27

Institutions and Groups


Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Institutions

More permanent groups with pervasive and


universal presence in society

Groups

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Two or more persons sharing a common


purpose

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28

Types of Groups
PART 1

Customer Behavior: A Managerial Perspective

SYMBOLIC

MEMBERSHIP

PRIMARY

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Family
Work organization
Church groups
Fraternities/sororities

Personal role model


A significant other
The person one secretly
admires

CHAPTER 2

SECONDARY

Professional associations
Credit unions
Political campaign volunteers
YMCA

Celebrities
Fortune 500 companies
Other artists (for an artist)

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29

Classification of Groups for


Household Customers
PART 1

Customer Behavior: A Managerial Perspective

CHAPTER 2

TYPE OF INSTITUTIONS/GROUPS
INFORMAL
Volunteer groups
Community
Friendship groups
Cultural heroes

CHOICE

FORMAL
School
Workplace
Fraternities/sororities

TYPE OF MEMBERSHIP

ASCRIBED OR ASSIGNED
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Family
Relatives
Tribes

Religion
Prison

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30

Private-Public, Luxury-Necessity,
Product-Brand Influences
PART 1

Customer Behavior: A Managerial Perspective

CHAPTER 2

PUBLIC

NECESSITY

BRAND

WEAK REFERENCE
GROUP INFLUENCE (-)

STRONG REFERENCE
GROUP INFLUENCE (+)

STRONG REFERENCE
GROUP INFLUENCE (+)

Public Necessities
Influence: weak product and
brand
Examples: Wristwatch,
automobile, mans suit

Public Luxuries
Influence: Strong product and
weak brand
Examples: TV game, trash
compactor, icemaker

WEAK REFERENCE
GROUP INFLUENCE (-)

Private Necessities
Influence: Weak product
and brand
Examples: Mattress, floor
lamp, refrigerator

Private Luxuries
Influence: Strong product and
weak brand
Examples: TV game, trash
compactor, icemaker

LUXURY

PRODUCT

PRIVATE
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31

Personal Worth
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Three components of personal worth

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Income
Wealth
Borrowing power

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32

Social Class Characteristics


Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Rank ordering
Relative permanence
Intergenerational class mobility
Internal homogeneity
Distinct from income

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33

Market Environment

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reserved.

Two Broad Classes


Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Market traits

The physical characteristics of the surroundings in


which consumers select, use, and pay for products and
services in both household and business markets

Market context

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The man-made market forces (as opposed to the


nature-made forces) of the market as a physical place
that affects customer needs and wants
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35

Market Traits
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Climate
Topography
Ecology

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36

Climate
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Climate is the first major component of the geophysical


market environment, which consists of temperature,
wind, humidity, and rainfall in the area
Homeostasis

Influences consumer behaviors

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Food consumption
Use of clothing
Housing patterns
Geographical distribution of population

Climate also affects business customers needs and


purchases

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37

Topography
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Topography is another major component of the


geophysical environment which is the terrain, altitude,
and soil conditions of the market where customers buy
and use the product or service

Consumption varies across different regions of the world


Geographical variation

Regional marketing

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Different patterns of consumption in different regions


Adapting marketing programs according to segmentation based
on geographic differences among customers

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38

Ecology
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Ecology refers to the natural resources and the


delicate balance and interdependence among
vegetation, animals and humans
Ecology affects customer behavior by making certain
market options less convenient or less attractive, and
by customers exercising their environmental values,
which then bear upon their market choices

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Green consumer
Environmentally conscious consumer
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39

Market Context
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Economy
Government policy
Technology

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40

Economy
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

The economic climate affects customer


behavior by:

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Encouraging or constraining customer


purchases at the individual household levels as
well as for business customers
Influencing customer sentiment
Driving business cycles
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41

Government Policy
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Government policy comprises:

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Monetary policy
Fiscal policy
Public policy
Facilitative infrastructure

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42

Technology
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Technological breakthroughs can


significantly change market behaviors and
customer expectations
Avenues of impact

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Increased access to information


Product innovation: new options
More flexibility and control
Customized products and services
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43

CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE


CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE
PART 1:
PART 1:

CHAPTER 3
Trends
Trendsin
inDeterminants
Determinantsof
of
Customer
CustomerBehavior
Behavior
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44

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reserved.

Factors that Influence Customer


Behavior
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Three factors that are expected to cause the


most significant change in customer
behavior are:

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Changes in demographics
Advances in technology
Changes in public policy

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45

Conceptual Framework
PART 1

Customer Behavior: A Managerial Perspective

CHAPTER 2

Technology

Control over information


Smart products
Access to products
Mass customization

Demographics
Aging population
Women in the workforce
Single-person households
Declining middle-class
Ethnic diversity
2002
Geographic distribution
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Public Policy

Buyer

User

Payer

Copyright 1999 by Thomas

Pragmatism over ideology


Rights of passive
consumers
Regional economic
integration

46

Benefits of Anticipating Trends


in Customer Behavior
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Anticipating trends can give companies a


key strategic advantage
By sighting a trend, the industry can create
a market by channeling a latent need
Anticipating trends creates positive public
opinion for the company and the industry,
portraying them as responsive
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47

Demographic Trends
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Aging of the population


Rise in number of working women
Increase in single-person households
Decline of the middle class
Increase in ethnic diversity
Geographic redistribution
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48

Aging of the Population


Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Populations age for two key reasons

Birth rate is declining


Life expectancy is rising

The aging population has concerns:

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Wellness
Financial well-being
Safety and security
Recreational needs
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49

Women in the Workforce


Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Effects of the working women trend:

A significant change in the resources of a


household

A shift in the lifestyle of families

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Time shortage: lack of free time


Time shift: the time when nonwork-related
activities may be pursued
With both spouses working, households have
turned into roommate families
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50

Single-person Household
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Implications of the living alone trend


include:

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Loneliness
Self-respect and autonomy
Cocooning
Impulse buying

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51

The Declining Middle Class


Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Four key implications:

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An increasing range in prices of products


More customer militancy
Affordability
The neo rich

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52

Ethnic Diversity
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Two distinct implications:

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Segmented markets
Cultural diversity

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53

Geographic Redistribution
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Geographical redistribution separates different


generations in different space and time zones

Increases gaps both within and between generations

People living in different areas of the country


reflect different values, lifestyles, and attitudes

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Regional marketing responds to and feeds the


differences by exposing newly arrived residents to
regional tastes
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54

Technological Trends
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Technology is shaping future customer values


Advances in technology have already given
customers

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Increased access to information


Newer generations of products
Automation of transaction processes to provide
customers with greater flexibility and control
Access to some customized products
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55

Customer Responses to
New Technology
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Technological developments will stimulate


changes in customer behavior

Customers will:

Take on the role of coproducers


Engage in disintermediation
Engage in outsourcing

Engage in automation of consumption

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56

Trends in Public Policy


Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Economic pragmatism is prevailing over


ideology
Many governments are concerned with
protection of passive consumers
Governments on an international level are
pursuing regional economic integration
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57

The Governments Role in the


National Economy
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Historically, three ideologies have shaped


the governments role in national economic
affairs

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Political
Religious
Central planning

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58

Implications of Ideology vs.


Economic Pragmatism
PART 1

Customer Behavior: A Managerial Perspective

CHAPTER 2

Economic Pragmatism
Economic
Pragmatism

Greater competition due to


privatization & deregulation
Better products & lower prices
due to greater competition
Internationalization of products
& services due to open
boundaries

Ideology
(political, religious, central planning)
Government ownership + regulation
Limited product and service offerings
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Locally produced products and services
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Copyright 1999 by Thomas

59

Implications for Customer


Behavior
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

Greater competition

Customer orientation is a must

All three customer roles will benefit


The payer by lower prices
The user by better products
The buyer by ease of doing business

More standardization
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60

Implications of the Trends for


the Three Customer Roles
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

The foregoing trends in demographics,


technology, and public policy will
influence all three customer roles

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User
Payer
Buyer

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61

Influence of Major Trends in Demographics


on the Three Customer Roles
PART 1

Customer Behavior: A Managerial Perspective


User

Payer

CHAPTER 2

Buyer

DEMOGRAPHICS
Aging population

Increased health and security


and recreational needs.

Cost containment for


health-care needs a high
concern.

Home delivery and


convenience in buying
important.

Working women

Time-saving appliances;
cooking, cleaning, child care
outsourced.

Affordability somewhat
improved.

Male-female role
specialization in buying
further diluted.

Single-person households

Social and emotional values in


products acquire prominence.

Better affordability.

More impulse and


experiential buying.

Declining middle class

Demand for extreme upscale


and downscale merchandise.

Financing progressively
more important.

More diligent buying effort


among the expanded
downscale customer
groups.

Increasing ethnic
diversity

Greater ethnic diversity in


customer tastes.

Cross-ethnic differences in
affordability.

Expected customer service


levels differ across ethnic
groups.

Geographic redistribution

Greater regional diversity in


customer tastes.

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Copyright 1999 by Thomas

62

Influence of Major Trends in Technology


on the Three Customer Roles
PART 1

Customer Behavior: A Managerial Perspective

User

Payer

CHAPTER 2

Buyer

TECHNOLOGY
Access to information

More customized products.

Better information on
competitor prices.

Product search on the


Internet.
Product information on
demand.

Smart products

Smart products with memory


for users preferences.

New methods of identity


verification ensure security
against frauds.

Automated purchase
Buying direct from the
factory.

Liberated customer
behavior

Buyers will need to be


technology-savvy.

Mass customized lifestyles

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Copyright 1999 by Thomas

63

Influence of Major Trends in Public


Policy on the Three Customer Roles
PART 1

Customer Behavior: A Managerial Perspective

User

Payer

CHAPTER 2

Buyer

PUBLIC POLICY
Economic pragmatism

Better products due to


open-market economy.

Better prices due to


competitive economy.

Easier access to global


products.
Easier to do business with
companies.

Rights of passive consumers

Consumers assured
protection against passive
consumption.

Financial penalties for


offensive consumption.

Access to societally
harmful product/services
made more difficult.

Regional economic integration

Seasonal products
available for year round
consumption.
Exposure to diverse
consumption cultures.

More economically
produced and more
economically priced
products and services.

Easier to acquire products


and services from diverse
consumption cultures
Local availability of
global products.

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Copyright 1999 by Thomas

64

Overall Implications for


Marketers
Customer Behavior: A Managerial Perspective

PART 1

CHAPTER 2

The economy will become more service-oriented


requiring companies to make significant changes:

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Measure customer value of products and services in


terms of time and money
Make safety and quality, and courteous efficiency an
integral part of the service offered
Adopt mass customization
Offer instant marketing
Copyright 1999 by Thomas

65

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