Customer Relationship Management Analysis: Canadian Consumers

This report examines the behavioral characteristics of Canadian consumers, particularly within the electronics industry, through a Customer Relationship Management (CRM) lens. The introduction highlights the evolving purchasing trends influenced by technology, demographic shifts, and economic factors, especially the impact of the internet on consumer decision-making. The report analyzes how factors such as product reviews, ethical considerations, and advertising influence consumer choices. It also discusses the preference for 'Made in Canada' products and the dominance of US and Chinese brands in the Canadian electronics market. The analysis covers the impact of wholesalers on retailers, emphasizing the importance of consumer expectations, product quality, and advertising in the Canadian market. The report uses references to support the analysis of consumer behavior and its implications for CRM strategies, offering insights into the evolving landscape of consumer preferences and purchasing decisions.

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Title: Customer Relationship Management
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Customer Relationship Management 1
Introduction
The world is continually changing and evolving and it has affected the trends of
purchasing largely. Customer’s attitude and preferences have taken a leap. The awareness in
customers, their choices, etc. have made it possible for business firms make use of the available
opportunities. The internet and the technology have shaped the lives of many all across the globe
and Canada is not far behind.
The commercial market of Canada has undergone significant changes since the past few
decades. The three main reasons for the same is technological developments, demographic
changes, and the global recession of 2008. At present, one of the major attributes to influence the
purchasing behavior of the customers in Canada is ‘internet’ (Corcoran, 2014). Most of the
people prefer to read reviews, search online for the details and specifications of the product and
then proceed. People are more aware than they ever were, it means that they focus on the morals
and ethics followed by companies, their marketing strategies, discounts, sales, corporate social
responsibility and more (Karnreungsiri & Praditsuwan, 2017). They demand sales service of high
quality and after sale customer support. The social, as well as environmental factors, have
profoundly affected the purchasing behavior. The locally made i.e. ‘Made in Canada’ products
are preferred over foreign brands.
In 2018, the demand for consumer electronics in Canada saw a decline. The reason for
this was the maturity of the typical categories. However, there was no extraordinary demand rise
for enhanced and developed products. Keeping in view the needs and preferences of the
customers, the entrepreneurs put thorough efforts in managing their clienteles (Neckel & Boeing,
2017). Several initiatives were taken to deal with the situation and one such initiative was
launching smart devices into the market. Though the customers are known to prefer the locally

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manufactured products, the reports state otherwise. The electronic market in Canada is ruled by
the US and China. The Korean brand Samsung is one of the people’s favorites. The customers
are very perceptive and pay attention to every aspect such as quality, price, origin, composition,
and more. However, the customer base is significantly influenced by the advertising and
generally go for the product that is in trend (Kelley, Primrose, Crassweller, Hayes & Marini,
2015). The internet is a major determinant of purchasing behavior in Canada. The living
standard of this country is among the highest in the world. However, the wholesalers have
changed the scenario for the retailers that deal in electronics and appliances, especially
smartphones, TVs, and tablets, by giving them a tough competition.
Thus, the electronic market in Canada is mainly dependent on the expectations of the
consumers and the quality of the product. The advertising also has a key role to play. Since the
purchasing power in the country is high, money is not majorly an issue. The basic determinants
are reviews, prices, quality, and similar factors.

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References
Corcoran, P. (2014). Consumer Electronics and the Internet of Things [Society News]. IEEE
Consumer Electronics Magazine, 3(3), 29-34.
Karnreungsiri, I., & Praditsuwan, N. (2017). Factors Influencing Buying Behavior and Buying
Decision Process of Customers: An Examination on Relationship Using One-Way
Analysis of Variance. PSAKU International Journal Of Interdisciplinary Research, 6(2),
76-84.
Kelley, K., Primrose, R., Crassweller, R., Hayes, J., & Marini, R. (2015). Consumer peach
preferences and purchasing behavior: a mixed methods study. Journal Of The Science Of
Food And Agriculture, 96(7), 2451-2461.
Neckel, A., & Boeing, R. (2017). Relation between Consumer Innovativeness Behavior and
Purchasing Adoption Process: A Study with Electronics Sold Online. International
Journal Of Marketing Studies, 9(3), 64.