Customer Behaviour, Marketing Strategy: A Steel Industry Case Analysis

This case study delves into customer behaviour and consumption demographics within the steel industry, focusing on three distinct customer profiles: loyal customers, discount-based customers, and impulsive customers. It examines how understanding these profiles can inform marketing strategies and improve customer satisfaction. The analysis covers factors influencing customer loyalty, the importance of product quality, and the role of marketing in generating leads and promoting steel products through various channels, including digital marketing and online directories. The study emphasizes aligning marketing efforts with customer expectations and preferences to enhance sales and profitability in the steel industry. Desklib provides access to this document and numerous other resources to aid students in their studies.

Behavioural
Studies &
Consumption
Profile 1 (Loyal Customer) Profile 2 (Discount-based Customers) Profile 3 (Impulsive Customers)
Demographics In this company, it can be used to determine the
status of the customers, client and corporates. It
can be used to define the actual revenues of the
company from the past few years of data. By this
method it can be analysed that how much return is
given by the company to its investors.
Customer satisfaction is the one of
another factor
that affects the customer loyalty on the
service enterprises.
The definition of satisfaction refers to a
person’s approval
or disappointment when comparing their
personal opinion
of services received with their original
service
expectations
These are the type o consumer which
have a tendency of taking decision
without any planning.
Interest/ Attitude It can be predetermined that the quality of steel
the company is providing is good or not, because
the requirement of the customer is having a good
class of product so that it can be more durable in
longer term of span.
The company is also providing a wide
variety of range of products so that all the
need and requirements of the customers
can be fulfilled.
The company is also providing a wide
variety of range of products so that
all the need and requirements of the
customers can be fulfilled.

Behavioural
Studies &
Consumption
Profile 1 (Loyal Customer) Profile 2 (Discount-based
Customers)
Profile 3 (Impulsive Customers)
Behavioural When the clients or customer are purchasing the
steel form the Sever field plc, they are expecting
they get the best or top class quality of product so
that they can have a better class and get a good
quality of steel for their projects.
There are many types of products
and services that company is
providing and having diversified
portfolio form where the customers
can select the choice of product of
their requirement
Consumer behaviour is the study of
individuals, groups, or organizations
and all the activities associated with
the purchase, use and disposal of
goods and services. It consists of
how the consumer's emotions,
attitudes, and preferences affect
buying behaviour.
Marketing Strategy Marketing strategy is the most important thing
after the completion of the procedure of the
products. Without the proper marketing strategy,
no company can have sold the products in large
numbers and make good profits out of that. There
are certain steps to understand the market
strategy in better way these are -
 Understand the customers the company is
 Tracking the lead generating
efforts on regular basis
 Using the online directories to
promote the business of steel
industry
 Generating the leads with a
digital marketing strategy
 By giving advertisements on
social media websites.