Defining a customer behaviour is: ” the process whereby individuals decide whether, what, when, where, how, and from whom to purchase goods and services.” Customer behaviour extends all the way from ‘How do we know what we want?’ it is not as obvious a question as it might sound extends to ‘What do we do with something we no longer want? In between these two phases customer behaviour deals with many other issues.
- How do we get information about the products?
- How do we assess alternative products?
- Why do different people choose or use different products?
- How do we decide on a value for money?
- How much risk do we take with what products?
- Who influences our buying decisions and our use of the product?
- How are brand loyalties formed, and changed?
Summarizing it in short, a typical definition of customer behaviour might be the following:
The mental, emotional and physical actions that people participate in while selecting, purchasing, using and disposing of products and services so as to satisfy their needs and desires.
To the extent that people have some relationship with each other, the act of buying is an infinitely more complex one than that of selling. It is sure that the people involved at either end of the process may not even see it as the provision and consumption of service at all, but as an important social or professional role in their lives. The nature and quality of the relationship that occurs are often regarded as a necessary part of the job for the professionals involved.
From a marketing perspective, customers behaviour became an important field of study with the development of the so-called marketing concept. It is important that marketers first define benefits sought by consumers in the marketplace, followed by the drafting of marketing plans supporting the needs of consumers. it is important for any organisation to acknowledge consumer needs as a key to success for both survival and profit generation in a modern economy with multiple products per competitor and multiple competing distribution points.