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CUSTOMER BEHAVIOUR

Behaviour is a mirror in which every one shows his or her image.


Behaviour is a process of responding to stimuli. Consumer behaviour is to do
with the activities of individuals in obtaining and using the goods and
services. It encompasses the decision making process that precedes and
determines purchases. In the words Prof. C.G. Walter and Prof. G.W. Paul it
is The process where by individuals decide whether, what, when, where, how
and from whom to purchase goods and services.
Consumer or Customer behavior is all the psychological, social and
physical behavior of potential customers as they become aware of evaluate,
purchase, consume and tell others the products or services.
CUSTOMER SATISFACTION
The liberalization and globalization of Indian economy has taken place
almost a decade ago, the focus point in any organization is Customer
satisfaction. The phase such as Customer is king in our business, service
to customer is service to god are no more a myth but turned out to be a
reality. Customer satisfaction is the base of any business expansion because of
the stiff competition prevalent in the market.
Whether the buyer is satisfied after the purchase depends on the offers
performance in relation to the buyers expectation. In general; satisfaction is a
persons feeling of pleasure or disappointment resulting from comparing a
products perceived performance ( or outcome) in relation to his or her
expectation.
As this definition makes clear, satisfaction is a function of perceived
performance and expectation. If the performance falls short of expectations,
the customer is dissatisfied. If the performance matches the expectations the
customer is satisfied.

IMPORTANCE OF UNDERSTANDING CUSTOMER MOTIVE


Management is the specific and distinguishing organ of any and all
organization. There is or there must be one right organization. The
organization that fits the task is to lead people and the goal is to make
productive the specific strength and knowledge of each individual.
-

Peter Drucker.

The process of mobile liberalization bought the issue of customer focus


to the fore front towards getting closer to the customer in the identified
market segment with well defined characteristics, operators are establishing
strategic business units. We are able to witness attempts by public as well as
private sector.
Now a day there is a need for customer focus. The customer choice and
awareness has been increasing tremendously during this decade. The
development of information technology and media revolution, besides hectic
competition for services provided by operators, as market became
increasingly competitive customers can now immediately go else where if
they dont get what they want. Continuous improvement gaining the
competitive edge increased market share, higher profits none of these things is
possible unless business can find new ways of maintaining the loyalty of
existing customers. Customer focus is the ability to provide predictably
positive experiences that consistently meet or exceed the customers
expectation. Customer focus should be managed by moments of truth.
A moment of truth refers to any episode or any incident when a
customer comes into contact with any aspects of the service offered and on
the basis of the contact forms an opinion about quality of the service and the
quality if the product offered.

Customer behavior can be formally defined as; the acts of individuals


directly involved in obtaining and using economic goods and services
including the decision processes that precede and determine these acts. The
underlying concepts of this chapter from a system in which the individual is
the core, surrounded by an immediate and wider environment that influences
his or her goals. These goals ultimately satisfied by passing through a number
of problem solving stages leading to purchase decisions. The study and
practice of marketing draws on a great many sources that contribute theory,
information, inspiration and advice.
FACTORS INFLUENCING CONSUMER BEHAVIOUR
1.3.1 Social and Cultural Influences
Culture is learned behavior that has been passed down over time,
reinforced in our daily lives through the family unit and through education
and religious institutions. Culture influences, therefore, are powerful ones and
if the company does not understands the culture in which the particular
market operates it can not hope to develop products and market them
successfully.
It is important to recognize that culture although immensely powerful
is not fixed forever. Change in culture tends to be slow and not fully
assimilated until a generation or more has passed.
1.3.2. Specific social influences
Social class
This is the most prominent social influence. Traditionally, one of the
chief determinants of social class was income. Since pay structures have
altered a great deal in terms of the lower C2, D, and E categories moving
more towards levels previously enjoyed by higher A, B and C1 categories

over the past 30 years or so, classification of consumers on the basis of


lifestyle is becoming more meaning today.
Reference groups
This can be described as group of people whose standards of conducts
of mould an individuals dispositions, beliefs and values. This group can be
small or large. Reference groups can range from the immediate family to the
place of work. They can also be found in a persons social life. An individual
is unlikely to deviate too far from the behavioral norms led down by the
members of a club or hobby group. Reference group, but it does state that
individualism cannot exist within a group, but it does suggest that even rigid
independent thinkers will at least be aware of what is considered normal
within a group.
Motivation
Marketers are interested in motivation when it relates to purchasing
behaviour. This behaviour relates to the motive for wishing to posses the
goods or services in question, and it has been termed goal-related behaviour.
It can, therefore, be seen that a number of motives might be at play when
making a purchaser decision some motives stronger than others and the
final decision might be a compromise solution.
Perception
Unlike motivation that requires a reaction to a stimulus, perception
relates to the meaning that is assigned to that stimulus as marketers are
interested in how buyers perceive and react to products in relation to such
matters as quality, aesthetics, price and image, since products not only exist in
partial terms but also how they are perceived by consumers in relation need
satisfaction. This perception by buyers is affected by the nature of the product

itself, by the circumstances of the individual buyer and by the buyers innate
situation in terms of how ready they are to make the purchase in terms of
needing it at a particular point of time .
Attitude
Our strongest basic attitudes are implanted in our formative years and
these come largely from the influence of our close family group and other
social interaction. More refined attitude develops later. In marketing terms,
the sum total of our attitudes can be regarded as a set of cognitions that a
potential buyer has in relation to a potential purchase or purchasing
environment. This is why certain stores or companies go out of their way to
engender favorable attitude and it is why manufacturer seek to induce loyalty
towards their particular brand or product.
Learning
In the context of marketing, learning is a result of information received
through advertising or other publicity or through some reference group or
other. In order to have an effect on motives or attitudes, marketing effort
should associate the product with positive drives and reinforcing messages.

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