BUSINESS AND MANAGEMENT STUDIES

Business and Management Studies

Business and Management Studies

Introduction

In the actual life, the market provides the all-around guarantee to the customers, but many customers still like a special brand or shop and do not select the other brands or shops, this phenomenon is easy to be found. In the customer behaviour and marketing this phenomenon is called the customer loyalty generally. The enterprise often holds the idea that the way to keep brand loyalty for their customers is to make their own brand much powerful. It also believes that as long as the customer cognitive its brand, the customer will purchase its products (Hesse Loesch Spies 2007 17).

Question 1

The customers have strong curiosity for the new products and the customers become more and more smart in the purchase process. They often compare the new ice-cream with the ice-cream which they bought before. Once they discover that the new ice-cream is better than the old one, they will purchase the new one and give up the old one, but the enterprise does not know when and how the change of the customer take place. There is the customer loyalty but there is no eternal customer loyalty. In order to provide help for the enterprise who wants to obtain profits, the enterprise begins to do some research on the customer behaviour; it will pay attention to the business opportunities (Timm 2001 369). The customer behaviour is a complex category. It is not only the research object of the economics but also the research object of the other subjects. The customer behaviour is an integrated process.

In the customer's purchase activity, there are differences between any two customers' purchase activities. The types of the customer can be divided into the accustomed customer, the circumspect customer, the economical customer, the impulsive customer, the emotional customer and the indefinite customer. The customer's attitude toward one brand is depending on their faith to the ice-cream. According to the former purchase experience and using habit, the accustomed customers decide the purchase behaviour. They go to the same shop or use one brand ice-cream in a long term. The circumspect customers often put the reason in the first and the emotion in the second. They like collecting the related information of the ice-cream and understand the market.

The economical customer is sensitivity to the price of the ice-cream. They select the ice-cream from the economical angle usually. The impulsive customers are subjected the affect of the advertisement easily, because their psychological reaction is agile. They usually make the purchase decision quickly. The fashionable products have the huge attraction for the impulsive customer. The emotional customers have the abundant imagination and strong excitability. Their purchase behaviours are affected by their emotion. The advertisement may lure the emotional customers to make the purchase decisions. The indefinite customers usually are the new purchaser. Because they lack the purchase experience and their purchase psychology is unstable, they usually purchase the ice-cream freely. They do not have definite idea when they select ...