Definition of Customer Behavior and How to Examine Customer Behavior
According to some experts are as follows:
a. Schiffman and Kanuk
Costumer behavior is process passed by someone in finding, buying, using, evaluating and acting post-consumption of products and services, as well as ideas that are expected to meet their needs.
b. Engel, Blackwell and Miniard
Costumer behavior is act of service products, including the decision processes preceding and following the actions that are directly involved in obtaining, consuming and disposing a product or service, including the decision processes that precede and follow the action.
There are three main approaches in examining costumer behavior. The first approach is interpretive approach. This approach digs deeply into costumer behavior and the underlying case. The study is conducted through long interviews and focus group discussions to understand what the meaning of a product and service to the costumers and what is perceived and experienced by costumers when buying and using it.
The second approach is traditional approach based on the theory and methods of cognitive, social, and behavioral psychology and sociology. This approach aims to develop theories and methods to explain costumer behavior and decision-making. The study is conducted through experiments and surveys to test the theory and seek an understanding of how a costumer process information, make decisions, and the influence of social environment on costumer behavior.
The third approach is called as science of marketing that is based on the theory and methods of economics and statistics. This approach is done by developing and testing a mathematical model based on the hierarchy of human needs according to Abraham Maslow to predict the effect of marketing strategy to the choice and consumption patterns, known as moving rate analysis.
