Aaker Chapter 3

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Aaker Chapter 3
Customer Analysis
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The purpose of an enterprise is to create and
keep a customer. - Theodore Leavitt
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Customer Analysis

• Who Are They
• What Do they Buy?
• How Do they Choose?
• Why Do they Select?
• Where Do they Buy It?
• When Do They Buy It?

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Buying Roles/ Needs Benefits

• Initiator
• Influencer
• Decider
• Purchaser
• User

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Major Consumer Variables

• The SRI Services
• VALS 2
• Ivals
• Business Trends

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Variables For Business Markets

• Demographic
• Operating
• Purchasing Approaches
• Situational Factors
• Personal Approach

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Segmentation

• How should segments be defined?
• Benefit Segmentation
• Price Sensitivity
• Loyalty
• Application Segmentation
• Multiple Segment versus Focus Strategy

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Customer Motivation Analysis
Identify Motivations
Group and Structure Motivations
Assess Motivation Importance
Assign Strategic Roles to Motivations
Figure 3.6