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Customer analysis toyota
MBA ProMA
Customer Analysis, Buying
Behavior and Segmentation
Professor Hossein Dadfar

Customer Analysis
What do you need to know about your customers? Professor Hossein Dadfar

1

What you need to know
Who buys the product / service
Who uses the product / service
What customers buy
How they use the product/services
Where customers buy
When customers buy
How customers choose
Why they prefer a product
How they respond to marketing programs
Will they buy it (again)? Dadfar
Professor Hossein

Who buys and uses product / service A collection of actors/individuals such as: Initiator (identifies need for product / service) Influencer (provides info or preference)
Decider (decides on spending the money)
Purchaser (makes the purchase)

User
Professor Hossein Dadfar

2

Example: Replacement of production machines
Initiator: more convenient and efficient machines Influencer: production manager want good efficiency and happy employees
Decider: administrator wants low cost
Purchaser: agent wants good contract
User: Operators want reliable and friendly usage machine
Professor Hossein Dadfar

Example: summer vacation
Initiator: child wants fun
Influencer: cousin wants place he has found Decider: father wants low cost
Purchaser: mother wants happy family
User: whole family wants to enjoy themselves Professor Hossein Dadfar

3

Expanded 5-W Model for
Customer Analysis
Who are your current and potential customers?
Who are your former customers???

Professor Hossein Dadfar

5-W Model, continued
What do your customers do with your products? Professor Hossein Dadfar

4

5-W model, continued
Where do your customers purchase your products? Professor Hossein Dadfar

5-W model, continued
When do your customers purchase your products? Professor Hossein Dadfar

5

5-W model, continued
Why (and how) do your customers select our products?

Professor Hossein Dadfar

Why do they buy
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