Marketing Strategies Based on Customer Analysis

Running head: MARKETING STRATEGIES DPENEDING ON CUSTOMER ANALYSIS
MARKETING STRATEGIES DPENEDING ON CUSTOMER ANALYSIS
Name of the Student
Name of the university
Author Note

1MARKETING STRATEGIES DPENEDING ON CUSTOMER ANALYSIS
Introduction:
The marketing analysis are mainly focused on the consumer behaviour and
preferences in the market. The purchasing attitude and choices of the customer determines the
product requirement in the market. Purchasing power is determined by few factors like price,
affordability and choice of the customers. Purchase of an individual customer can be high
involvement or low involvement(Abd-El-Salam, Shawky & El-Nahas, 2013). However, this
is also dependent on the factors like customers income, customer’s tendency to spend,
requirement and production in the market. This discussion will hi-light the reason for
purchasing a product and the factors that affect the purchasing intention of a customer. It will
the comparison and contrast between two types of purchasing, high involvement and low-
involvement purchasing. It will include the decision time, calculations, effort and customers
preference for the product. It will show a typical contrast between the high involvement and
low-involvement purchase, the reason for the purchase, the reason for not selecting any
alternate product, the features of the product, time taken to purchase. The study will show a
clear understanding of effective and efficient market analysis and demand in the market. it
will also recommend and hi-light the consumer desire type that will help any brand to
recognize the customer demand and create their branding strategy and product will that
respective.
Description of the consumer:
Demographics:
Age 37
Gender Male
Marital status Married
Family Lives with spouse and two children

2MARKETING STRATEGIES DPENEDING ON CUSTOMER ANALYSIS
Education level Holds Master degree. Currently working at a MNC in high post.
Income $110,270.00
Occupation Marketing head in a MNC
Generational cohort Generation Y
Value segment Socially Aware & Optimism (Levine & Benjamin, 1997)
Psychographics
The consumer:
 Highly busy with work pressure and has very less to spare for shopping
 Spends his free time with his family
 Concerned about children’s health care and education
 Saves for the children’s education
 Likes to go for family trips
 Most of his shopping’s are done by his wife and not him
 He is interested in movies and reading books
 He is interested in food and often goes out with family for lunch or dinner
 Likes to buy gifts for his children and wife
 Prefers to save and thus does not believe in buying high price products.
 Product quality matters to him
 He is interested in trips and outing however, he has a calculated expenditure about
that.
Personality traits
The big five test was applied on the consumer and the result are as follows:
The big five test was applied on the consumer and the result are as follows:

3MARKETING STRATEGIES DPENEDING ON CUSTOMER ANALYSIS
“Big Five” trait Outofservice.com Truity.com
Openness 63.00% 100.00%
Conscientiousness 54.00% 85.00%
Extraversion 6.00% 53.00%
Agreeableness 37.00% 63.00%
Neuroticism 78.00% 55.00%
The above test was done on the customer to recognize his choice and thinking pattern.
This test reveals how the customer is purchasing his product with what type of thought
pint and view. The study is showing that the consumer is a reflective and imaginative
person who has a medium high score in openness. He has an average score on
conscientiousness that shows that he does very less study and detailed analysis while
purchasing a product. He has a high score on Neuroticism which shows that he is very
easily irritated and disturbed. The study shoes that this type of consumers prefers to
directly buy a product if there are meeting their need(Hill & Brierley, 2017). They do not
prefer to scrutinise about the product before purchasing it. The consumer is highly
dependent on the brand popularity and fame and does not prefer to judge a product with
his own risk. It will be easy for a brand to create their image for such clients and they will
remain loyal to their customers.
Analysis of overall purchase behaviour
The monthly and weekly expenditure of the consumer are as follows:
The customer spends an amount of $250 and $360 for the schooling of his children. He
also spends an amount of $100 each week for the children that includes their traveling fees
and school tiffins. He spends $200 for his elder son’s long tennis class. The grocery and fruits