Needs
The process by which customers decide they need something. For example, a customer who decides they need new cookware after watching a cooking show that featured a new technology.Motivation
A customer's fundamental drives. For example, a customer who plays video games in order to enjoy a sense of epic meaning.Search
The process that a customer uses to discover and research products. For example, a customer who uses an ecommerce tool to search for products that have good reviews.Purchasing Decisions
How a customer decides which product to buy. For example, a bicycling enthusiast who researches every detail of a purchase such that they are more likely to buy products that provide rich details about design and performance.Customer Loyalty
Why customers stick to a product such that they make repeat purchases and why they leave. For example, a customer who buys the same shampoo for 4 years but gets inspired to try something new after they find their regular product is out of stock at their local supermarket.Technology Adoption
Why customers decide to take the leap to try a new technology or innovation. For example, a customer who prides themselves as being an ethical consumer who is often amongst the first to try a new product that reduces damage to the environment.Price Sensitivity
How customers feel about prices in a particular product category. For example, a customer who views ice cream as a luxury because they rarely consume sweets such that they are price insensitive and likely to buy the most expensive item on the shelf.Perceptions
Customers perceptions of things such as brands, quality, reputation, value and risk. For example, a customer who feels it is a big risk to buy a product that has no reviews on a particular ecommerce site.Product Use
How customers use products and services. For example, why a customer stays engaged with a mobile app.Post-Purchase Evaluation
How customers feel about past purchases and why. For example, a customer who swears they will never fly on a particular airline again after they receive poor customer service.Word of Mouth
How and why customers share information with others such as product reviews, complaints and recommendations.| Overview: Customer Behavior | ||
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Definition | Patterns of customer thought and action that are relevant to marketing. | |
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