Two dimensions of loyal customer

 two dimensions of loyal customer

 

 

According to Engel et al (1995), the more and more companies began to segment their customers, which can help them more understand their customer’s need. I am a loyal customer for two brands: Zara and Tesco. But I have two different positions for these two brands. I am an attitudinal loyal customer for Zara, which means I have the positive attitudinal with Zara, while I am a behavioral loyal customer, that means I have the repeat behavior with Tesco.

For example, I may go to Zara for at least one time per month, because I want to look fashion, which can make me feel confident. Their products have the high fashion element and not expensive price, which makes me like Zara. I trust this brand and believe this product is in-fashion. If they have some mistakes, I may not change my loyalty for repeat purchase. If the products have a little problem, I may trust them it will not happen again, because I have the strong brand image for them. I like this brand, even I am not purchasing frequency, I also have the plan to repeat purchase.

I am Tesco loyal customer too, but I am an only behavioral loyal customer for them. I keep my behavior to repeat purchase in Tesco have two reasons: they sell the daily products with the suitable price; they also are the nearest market near my flat, which can save time for me. This is the biggest reason for chooses the Tesco. I want to get convenience for my shopping. But if Tesco moves their place, I may change my mind.

 

This is main different between with behavior loyal customer and attitudinal loyal customer. In the relative with attitudinal-behavioral relationship framework, the real loyal customer is who have the high attitudinal and high attitudinal customer. Therefore, the marketer needs to plan how to transfer their behavior loyal customer to attitudinal loyal customer.

I will discuss the relationship with customer loyalty and involvement.

 

 

The analysis of what kind of customer I am and lecture review

The analysis of what kind of customer I am and lecture review.

 

As a company, they may have different kind of customer. But the loyal customer gives 50 percent of value for one company. Therefore, a lot of companies pay more attention to loyal customer. I am a loyal customer, which means that I always buy the same brand if I trust them.

In this blog, I want to describe why I want to be a loyal customer. Firstly, I want to explain what factors influence my decision. The cultural factor, social and group influence and economic is three main influences my decision. For example, when I was a little girl, my parents always told me that don’t go to the street market to buy something because they have lower quality. Therefore, this is family influence on me. When I grow to an adult, I may go to the supermarket rather than street market. Another example is that my reference groups have strong influence on me. For example, I don’t like Zara brand before because I think their clothes have different level of quality and style. But my friends like it. When we go to shop, we may often go to Zara, then I have purchased one time. I feel that one quality is good and I like that style. Then, my friend encourages me to purchase again. So, I go to Zara again and bought something again. The price is cheaper than other Chinese brand and the quality is same. So, I become a loyal customer of Zara. The other important reason is Zara have new products every week. So I always can find something new in Zara, I can have the same clothes with my friends.

The individual psychological factors are a main factor to influence my decision. Firstly, I may have the different motivation for products. So, the reason for why I buy this product is also different. For example, I am a loyal customer for Tesco because I buy the daily product in Tesco every day. I need these products in my daily life which it can become my motivation to go to the Tesco. The Tesco has lower prices and more near my flat, which can help me save time and money. Besides, the reason I buy luxury products is getting self-actualization, because I want to reward myself. Therefore, when I earn money I may buy luxury products. I am a loyal customer of Chanel result in they don’t have a lot of new product and they make their product more classic than others. As we know, the Chanel product is quite expensive, so I cannot buy frequently. I want to reward myself, but I don’t have enough money. Therefore, I buy it not only makes me feel better, but also have the high quality for collecting.

Besides, I may have my own trait for purchase. For example, I don’t like to watch the advertisement. Because I have worked in Television station and know some secret of advertisement. The advertisement always exaggerates the trust. So, this is personal dissonance for their make decision.

I also want to think about the satisfaction of the customer. For example, I was a loyal customer for Argos. When I am coming to the UK, my friends suggest this shop for me. I feel good at first. But, when I buy a cleaner and something wrong, I go back to change one. The staff angry with me and speak aloud. She goes to find another one, but they don’t have stock anymore. So, I need to book online and wait 5days. I think its ok and ask how to do it. She began to angry with me. I feel uncomfortable. Although finally I got a new one, I may change my loyalty for Argos. The dissatisfaction of service makes me change my mind in Argos. Although I need to spend more time to search product if I change my mind result in the Argos have various products, but my feeling tells me don’t to go back to Argos. In my mind, I think if the manager can keep the customer satisfaction, they can keep a part of loyal customers. For me, I am a loyal customer of Zara, if they don’t do something to make me feel disappointment, I will keep my loyalty for Zara because I don’t like to change and it can reduce the risk.

In the next blog, I may talk about the different types of loyal customer.

 

 

lecture review about impulse purchaing

 lecture review about impulse purchasing

In the lecture, I learned what mean about impulse purchasing and the stages of impulse purchasing. In my life, I had some experience about impulse purchasing. According to Piron (1991), the impulse purchasing means that a purchase that is unplanned, the result of an exposure to a stimulus, and decided on the spot. Impulse purchases can be further classified depending on the consumer’s experiencing emotional and cognitive reaction.

In my life, I think advertising may makes me to impulse purchasing, but I only impulse on my loyal brand, for example, Argos and Zara. For example, I bought a comb from the Argos yesterday, because it has the attractive advertisements. They make their product in e - stores and make their advertising on social networking. I think this is a good position in their advertising because they face their customer is who like use the internet. This comb has a nice shape. Their advertising told you that if you use this comb, you can make your hair more and healthier. So, in this step, I feel I get awareness to want to have one. But the reasons for pushing me to buy a comb are promotion. If you purchase today, you can get 20% off. Then, I bought this comb immediately. Then, when I got the comb, I realized that I took the impulse purchase because I already had two combs before. This angel shape is necessary for me. If I had planned it and predicted the consequence, I may give up this purchase.

In my mind, although the impulse customer has an uncertain aspect of marketing, they can give recommendations a respond favorably. So, lots of companies began to pay attention to impulse customers.

The four stages of impulse purchasing:

1.      Accelerator impulse

2.      Compensatory impulse

3.      Breakthrough impulse

4.      Blind impulse

 

In my life, I think having the experience of accelerator impulse and compensatory impulse. For example, the accelerator impulse purchasing was happening in the last month. In last month, some stores had last sale about their products. Therefore, these products have the lowest price. When I am going to the Zara buy a jacket, I find the dress just have the half price. I trust Zara this brand. I also think some design of shoe very nice. Finally, I bought a dress to go back to home. Then, I found the season too cold to wear a dress. I realized that I get an experience of accelerator impulse result in I buy a dress which is unsuitable for season.

I also have an example is compensatory impulse. In last term, I work hard for preparing my exam and essay. So, I feel really tired and get sick. So, I want to buy something to relieve the pressure. When I finished my essay, I ask my friend to go to shopping. But I don’t have the plan of shopping. I just want to buy something for relieving the pressure. Therefore, I went to Zara again, which can make me feel comfortable and reliable. Then, I bought one dress from Zara, which is my loyal brand. When I go back to home, I find this dress was similar to another one. When I pass the exam, I feel so happy and buy jeans for award myself. This one also belongs to compensatory impulse.

Therefore, when people get influence of external and interior environment, they may get the impulse purchasing for the product. But, taking me as an example, even I may buy something without the plan, I only buy some brands which is I had loyalty.

 

The environmental and group influences on consumer behavior

The environmental and group influences on consumer behavior

In this blog, I want to talk about the environmental and group influences on customer behavior. In our life, the environment and social environment become the main influence factor.

The first one is environmental. The environment is about when our purchase where are we. For example, we may want to get the quiet and friendly environment when we buy the luxury products. When I want to buy the luxury product, I may choose the Harrods market, because Harrods’s market has a safe environment. Therefore, you can search by yourself or ask the sales. You can find a lot of different brands and the direction is clearly in the market. So you may have the higher require about the environment. But, if you want to buy the fruit, you may reduce requirement of the environment. You may just require environment be clean and safety. Therefore, in the different level of involvement, customer may have the different level of requirement.

The other one is a social environment. We can divide the social environment into four factors. The culture is a big part to influence us. For example, when I come to the UK, the big challenge is we have different type of food. I want to eat noodles rather than bread at the breakfast. My stomach feels uncomfortable at first. Then I feel better. The other example is we have different attitudes about the social event result in the Chinese more shy than foreigners. So when we meet the new culture, we may experience the four steps: honeymoon, rejection, tolerance and integration. For me, when I come to the UK, I feel everything is fresh and interesting. Then I may find some different thing makes me uncomfortable. Then I give up some traditional behavior to suit the new environment. After that, I may tolerance the different and feel better. Finally, I get integration. This is culture influence customer behavior. Besides, Chinese traditional culture also influence me have more tolerance mistakes.

The second one is preference groups which are about Primary / Secondary, Dissociative, Formal/ Informal, Automatic, Virtual, Normative compliance, Groups modify behavior by socialization, Value-expressive, Groups can develop members’ self-concept. The formal and informal preference group also influences our behavior. In the formal group like classmates, people may want to have the same thing with each other. For example, when we prepare the exam, we may want to have same reference book with each other. This is because we want to learn how other to do when they prepare the exam. The different habits may divide people into different informal groups. For example, I like to watch movies, I may find out some friends who have the same habit. Then we may buy movie tickets together.

 

The third one is a subculture. This one is talking about the age, Lifecycle and so on. For example, people who have the similar age, they may choose the same brand and market, because they have the same cultural background. For example, when I was 5 years old, I and my friend’s favorite products is Barbie. But now Barbie is not my first choice. Because the same age group may choice the same thing results in their same feeling and background.

 

The final one is our family, which has the powerful influence our life, because the family may help us to choose the religion and eating behavior. For example, for my family, we like eating fish in the New Year. So we have the same decision in the New Year. They also told me which brand is good or not. For example, my mother told me Tesco is an English brand, which has lower price and higher quality than local market. Therefore, I trust this brand.

 

Overall, this is environmental and group influences customer behavior.