TOPIC 1

WHY CUSTOMER ANALYSIS IS IMPORTANT

1. The Customer First! Why Customer Analysis is Important

Customer satisfaction is the focus of market-oriented firms. Development of a firm’s marketing strategy

begins with its customers, or more specifically, with the definition of the target market(s) the firm wants to

serve. Firms need to know how and why their target customers buy. This means that firms need to have an in-

depth knowledge of customers’ buying behavior and buying decision process in their potential market(s).

2. Understanding Consumer’s Behavior

As illustrated in Figure 1, buying behavior is determined by consumers’ own characteristics as well as

by external factors. Consumer’s characteristics encompass cultural, social, personal and psychological traits.

The external factors that most directly influence consumer’s buying behavior include marketing and

environmental stimuli. Marketing stimuli include the marketing mix (the 4Ps: product, price, promotion and

place/distribution) while environmental stimuli encompass the economic, technological, political and cultural

environments to which consumers are exposed.

Source: Gomez, Miguel. Customer Analysis Lecture– NCC-553, Fall 2005: adapted from Philip Kotler, Marketing

Management (2003), Instructor Course Organizer CD-ROM

2.1 Cultural traits

Culture, subculture and social class have a particularly marked influence on consumer behavior. Culture

and the corresponding values are the most fundamental factors in determining what a person wants and how

she/he behaves. Within each culture there are subcultures that provide more specific identification for their

members. Subcultures include nationalities, religions, ethnic groups, and geographic regions. Social classes

reflect income, occupation, education, etc. Social classes are hierarchically ordered and members tend to share

similar values, interests, and behavior.

2.2 Social traits

Reference groups, family and social roles and status also have a marked influence on consumers’

behavior. Reference groups are classified into primary and secondary and include groups that have a direct or

indirect influence on a person’s attitude or behavior. Primary groups include family, friends, neighbors and co-

workers while secondary groups include professional and trade union groups, for example.
While the “family” used to be the most important buying unit for analysis of consumer behavior, due to

the socio-economic and demographic trends of recent decades in the US and most developed countries,

nowadays “households” are a more appropriate buying unit for marketers to focus on. These trends include:

longer life expectancy, lower birth rate, divorce, delayed marriages, cohabitation (two people o opposite or

same sex living together), dual careers, and “boomerang children” (children coming back to live with their

parents). A household is defined as “a single person living alone or a group of individuals who live together in a

common dwelling, regardless of whether they are related.” Households encompass families along with many

types of non-traditional living arrangements. Families include the “nuclear family” consisting of a father, a

mother and children as well as the “extended family” which includes grandparents, uncles, aunts, and cousins

and other relatives, in addition to the nuclear family. Non-traditional households include: households headed by

single mothers or single fathers, same-sex couples’ households, and non-family households, among others. As

Table 1 illustrates, between 1990 and 2010 married couples’ households and family households grew the least

(12% and 19%, respectively) while single fathers’ households increased the most (93%) followed by non-family

households (42%) and single mothers’ households (36%).

Single parent households typically face important budget and time constraints and therefore significantly

rely on convenient time-saving, microwaveable and convenience food products. As such, they tend to be more

experimental and impulsive and are not brand loyal. Married couples without children spent less money on

food-at-home than married couples with children (57% vs. 60%), and married couples with children spent 75%

more on food-away-from-home than one-parent households, according to the 2011 Consumer Expenditures

Survey of the US Bureau of Labor Statistics.

1990 1990 2010 2010 1990-2010

(% Change)
Number % Number %

All Households 83,347,000 117,538,000

Family 66,090,000 78,833,000

Households

Married Couples 52,317,000 58,410,000

Single Fathers 2,884,000 5,580,000

Single Mothers 10,890,00 14,843,000

Non-Family 27,257,000 38,705,000

Households

Persons/Family 3.17 3.16

Persons/Household 2.62 2.59

Source: U.S. Census Bureau, Table 59: Households, Families, Subfamilies, and Married Couples, 1980-2010.

To be successful, firms need to understand the role that individuals in these different household

structures play when deciding what products/services to purchase and consume. These roles include:

gatekeeper, influencer, decider, buyer and user. In addition, they should be aware that household purchase

decisions can be made by one, some, or all members of the household and, similarly, that the products/services

may be consumed by one, some or all of the household members.

Personal traits encompass age, stage in the life cycle, occupation, economic circumstances, lifestyle,

personality and self-concept.

Age: consumer’s demand for products and services changes over their lifespan. For example, foods

consumed change according to consumer’s needs and preferences from their early years (baby foods), through

their adult life (most foods) and elderly years (special diets). Similarly, taste in clothes, music, furniture, and

entertainment change with age.

Life cycle stages: consumption also changes as consumer’s age and as life changing events, such as

marriage, divorce, remarriage, widowhood, children arriving or leaving, and aging, shape the structure of the

households they live in. The term “family life cycle” encompasses these different household arrangements

characterized by different needs, attitudes and purchasing behavior. According to Philip Kotler, the traditional

family lifecycle encompasses nine stages, namely: bachelor, newly married couples (without children), full nest

I (young married couples with youngest child under six), full nest II (young married couples with youngest

child six or over), full nest III (middle aged married couples with dependent children), empty nest I (middle

aged married couples with no children at home - head of household still in the labor force), empty nest II (older

married couples with no children at home-head of household retired), solitary survivor in labor force and

solitary survivor retired. Furthermore, divorce which is still significant in the US, gives way to single parent

households along with all of the non-traditional household arrangements of today’s society, that will undergo

similar life cycles. A few examples of consumer’s status and purchasing behavior at these different life cycle

stages help illustrate the implications for marketers. Bachelors (young single individuals not living at home)

typically have few financial burdens, are opinion leaders and spend a good amount of money on entertainment-

related products and activities. Full Nest I families, on the other hand, are interested in new products, are much

influenced by advertising and spend a good amount of their money on home and children goods. And finally,

single parent households tend to have lower incomes, spend less on most things, value convenient products

(especially foods) and tend to be renters rather than owners.

specific roles and interests as well as on their status and income level. For example, a blue collar worker will

buy work clothes and shoes, while a corporate executive will buy more expensive suits and country club

memberships.

Economic Circumstances: consumer’s purchasing behavior is heavily influenced by their economic

circumstances, reflected by their spendable income, savings and assets, debts, borrowing power, and attitude

toward spending vs. saving.

Lifestyle: an individual’s lifestyle reflects than individual’s own pattern of living and is expressed through

the activities, interests and opinions of that individual as she/he interacts with her/his environment.

Personality and self-concept: an individual’s own personality (determined by traits such as self-

confidence, sociability, defensiveness, and adaptability) along with her/his self-concept (how the individual sees

her/himself), also have a marked influence on buying behavior.

The psychological traits that most heavily influence consumer buying choices include: motivation,

perception, learning and beliefs and attitudes.

Motivation: individuals have many biological (e.g. hunger, thirst, discomfort, etc.) and psychological

(e.g. recognitions, esteem, belonging, etc.) needs at any given time. When sufficiently aroused, a need becomes

a motive that drives an individual to buy (or not buy) a product. Psychologists have developed theories of

human motivation based on the principles of Sigmund Freud, Abraham Maslow and Frederick Herzberg,

intended at providing more specific leads for marketers.

Perception: what a motivated individual actually does is heavily influenced by her/his perception of a

particular situation. Perception is the process an individual goes through to select, organize, and interpret

information in order to develop a picture of the world around her/him. It depends not only on the physical

stimuli but also on the relationship of these stimuli to the surroundings and on the individual’s own

circumstances. Individuals can have different perceptions of the same object.

Learning: most human behavior is learned and learning encourages changes in behavior that arise from

experience. Experts believe that learning is the product of a combination of drives, stimuli, cues, responses and

reinforcement. For example, if an individual’s experience with a product is rewarding, her/his tendency is to be

positively inclined to buy other product categories of the same brand/company.

Beliefs and attitudes: a belief can be based on knowledge, opinion or faith and reflects what a person

thinks of a particular object or idea. Attitudes are very consistent and difficult to change and are as important as

beliefs in determining consumer’s behavior. Attitudes reflect consumers’ favorable or unfavorable evaluations,

emotional feelings and tendencies towards a specific object or idea.