Customer Analysis for Corporate Survival

Abstract

In this paper, attempt is made to examine the behavioural patterns of the customer and the need for marketers to understand these behavioural patterns in order to assist them in formulating their marketing strategies. In order to do this, effort has been made to identify (a) who the customer is and (b) what his needs, and ideas and experiences are. Attempt is also made to identify and discuss those factors that influence the buyer’s behaviour and the implications of these factors for marketers in planning their marketing strategies and properly directing their promotional efforts. This paper also discusses the consumer’s buying decision process and concludes with the general principles the marketers should know and apply to reach their target markets more effectively.

Keywords: Customer, Buyer's Behaviour, Behavioural Patterns, Product Diffusion, Decision Making

JEL Classification: D1, D12, M3, M31, M39