Marketing Principles: Customer Behavior Analysis and Buying Process

This assignment delves into marketing principles by analyzing customer profiles and their buying behaviors. It examines two distinct customer groups: Portuguese families in Australia and long-term Australian residents, comparing their needs, information search strategies, evaluation of alternatives, purchase decisions, and post-purchase behaviors. The analysis covers the buying process for lawn services and the decision to purchase a car, highlighting the influence of internal and external factors. The assignment references relevant academic literature to support its findings and provides a comprehensive understanding of how customer characteristics shape marketing strategies.

Running head: MARKETING PRINCIPLES
Marketing principles
Name of the student
Name of the university
Author note

1MARKETING PRINCIPLES
Customer profile summary
The first customer group from Portugal is from adult age groups along with the children
from young age group. They are more diversified in terms of cultural factors due to the reason
that both the cultural factors of Australia and Portugal are being gained by them. Thus, the
external influential factors for them will also be more diverse in nature. The trend of taste and
preference pattern for them will be changing more frequently due to the reason that the parents
are the young adults who will change their preferences with the increase in their earnings
(Trusov, Ma and Jamal 2016). In addition, children will also different set of expectations and
requirements to what they have now.
The second customer group is less diverse as compared to the first due to the reason that
they are born and brought up in Australia and living in the same locations for more than 30
years. Thus, the influential factors for them will be limited within their native place. However,
social factors will have more influence on them due to the reason that they are active in the
community and having the understanding about social trends (Wei et al. 2013). Their personal
taste and preference pattern will be less variable compared to the previous segment. This is due
to the fact that they are in the late sixties and thus emergence of radical change in expectations is
less from them.

2MARKETING PRINCIPLES
Need recognition
The need for lawn the garden is out of need and internal pull factors play an important role in need
recognition.
Information search
Information search will be similar to the Portuguese family due to the reason that they are using the lawn
services from long (Viio and Gronroos 2016).
Evaluation of alternatives
Evaluation of the alternatives will be limited due to the reason that same gardener is providing service to
them and inferior services like this require fewer alternative evaluations.
Purchase decisions
Purchase decision will be made on the basis of prior services given by the same gardener in the same
location.
Post purchase behavior
The post purchase behavior will have less importance for them due to the reason that same gardener is
offering the service with same level of quality.
Buying decision making process

3MARKETING PRINCIPLES
Need recognition
ey are already having two cars and thus the desire for another car is due to external push factors and not internal pull factors (Ra
Information search
r internal knowledge over external sources to search for information due to the reason that they already are already using two car
Evaluation of alternatives
will be evaluated on the basis of the performance of their existing cars. The two cars they already have will act as yardsticks for e
Purchase decisions
or the most eligible alternative. However, the purchase decision will also be made based on the prior experience of them in buyin
Post purchase behavior
If the post purchase service is not at par to the previous services for them, then they will get dissatisfied and vice versa.

4MARKETING PRINCIPLES
Reference
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), pp.52-61.
Trusov, M., Ma, L. and Jamal, Z., 2016. Crumbs of the cookie: User profiling in customer-base
analysis and behavioral targeting. Marketing Science, 35(3), pp.405-426.
Viio, P. and Grönroos, C., 2016. How buyer–seller relationship orientation affects adaptation of
sales processes to the buying process. Industrial Marketing Management, 52, pp.37-46.
Wei, J.T., Lee, M.C., Chen, H.K. and Wu, H.H., 2013. Customer relationship management in the
hairdressing industry: An application of data mining techniques. Expert Systems with
Applications, 40(18), pp.7513-7518.