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The three roles of the customer

The three roles of the customer

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Reasons for role specialisation

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What determines customer needsand wants?

Determinants of customer needs and wants

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Matrix of values: Buyers Values

The pre and post purchase

assistance customers seekand refunds or exchanges

that reduce risk

Savings in time and effort

needed to acquire a product

The product is tailored to an

individual customers

circumstance/requirements

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The hierarchical order of values

The hierarchical order of values

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Customer value grids

Marketers need to assess customer-perceivedpositions of their own brands vis--vis

competitor offerings on customer value grids

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The three customer roles

Individual customer decision making and the

three customer roles

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The three customer roles (cont.)

Individual customer decision making and the

three customer roles

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The three customer roles (cont.)

Individual customer decision making and the

three customer roles

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The three customer roles (cont.)

Individual customer decision making and the

three customer roles

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Reasons for delay and making decisions

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Rajs 20 As Model of consumer buying behaviour in Retail

Stage 5: DELIGHT

Stage 4: CALMStage 3: HOTStage 2: WARMStage 1: COLD

Awareness

Attention

Attribute

Assess

Ability

Approach

Appeal

Affinity

Association

Adjustment

Attitude

Affect

Acceptance

Action

Acquire

Agreement

Appreciate

Advocacy

Appease

Adopt

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Terminology : 20As ModelStage 1: COLD

Awareness: Knowledge of a situation

Attention: Consideration

Attribute: Characteristic, feature, quality, property, traits

Assess: Evaluate or estimate the valueAbility: Power or capacity to do something

Approach: Way of dealing with something

Appeal: Attractiveness or interest

Affinity: Closeness, likeness, rapport

Stage 2: WARM

Association: Connection, link

Adjustment: Alter slightly

Attitude: Way of thinking or feeling about something or someoneAffect: Touch the feelings of

Stage 3: HOT

Acceptance: Believe or receive as valid or correct

Agreement: Consistency between two things, sharing of opinion or feeling

Action: Process of doing something to achieve an aim

Stage 4: CALM

Acquire: Come to have, learn or developAppease: Settle, calm down, soothe, satisfy, propitiate

Stage 5: DELIGHT

Adopt: Take on, embrace, endorse

Appreciate: Admire, approve of, be sensitive to, acknowledge

Advocacy: Publicly support or recommend

Green arrow indicates sequence of all components of behaviour

Red arrow indicates grouping of components into stages

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CRM

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