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who is a CUSTOMER ?

Discuss who is a CUSTOMER ? within the Marketing in banking and insurance forums, part of the Upload / Download Banking and Insurance Projects and Notes category; What is Customer Customer is any person who is the ultimate user of the product. Customer is consider as a ...

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who is a CUSTOMER ?
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Abhijeet S
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who is a CUSTOMER ? - September 6th, 2010

What is Customer
  • Customer is any person who is the ultimate user of the product.
  • Customer is consider as a profit center in modern organization.
  • Modern organization chart is more customer oriented than traditional one.

Information search stage:
  • An internal search involves the scanning of one's memory to recall previous experiences or knowledge concerning solutions to the problem-- often sufficient for frequently purchased products.
  • An internal search involves the scanning of one's memory to recall previous experiences or knowledge concerning solutions to the problem-- often sufficient for frequently purchased products.


Evaluation of Alternatives:
  • High involvement product – more evaluation of brands – high expenditure or personal risk.
  • Low involvement – less evaluation criteria – less expenditure or personal risk.
  • Low involvement products – features awareness ,trial,repeat purchase


Decision Making by Customer:

Extensive: problem solving occurs when buyers purchase more expensive, less frequently purchased products in an unfamiliar product category requiring
information search & evaluation; may experience cognitive dissonance.

Limited: problem solving occurs when buyers are confronted with an unfamiliar brand in a familiar product category

Routine: response behavior occurs when buyers purchase low cost, low risk, brand loyal, frequently purchased, low personal identification or relevance, items with which they are familiar.
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