Chapter 2user

payer

buyerThree Roles

of a Customer:

User, Payer,

Buyer

user

payer

buyer

Jay Ann M.

Barrientos

(first reporter)

Types of Role

Specialization

• User is Neither

Payer nor Buyer

• User is Payer

But Not Buyer

• User is Buyer

But Not Payer

Role Specialization

- Different individuals or groups may

carry out one or more of the

three roles.

User is Neither Payer nor

Buyer

user

buyerpayer

User is Payer But Not Buyer

user and payer

buyer

User is Buyer But Not Payer

buyer and user

payer

Reasons for Role

Specialization

Lack of Expertise

Lack of Time

Jocelyn S. Avenido

(second reporter)

continua

tion

Lack of buying power

Lack of

access

Lack of affordability

When the product

is subsidized by

payers

When the product is free

Customer Needs And

Wants

• Need is an unsatisfactory condition of

the customer that leads him or her to an

action that will make that condition better.

• Want is a desire to obtain more

satisfaction than is absolutely necessary

to improve an unsatisfactory condition.

The Distinction between Needs And Wants

Determinants of Needs

A persons needs are determined by 2

factors: the individual himself or herself

and the person’s environment. These

determinants have to do with the

physical characteristics of individuals

and the environment , rather than with

the social and institutional context.

Personal Characteristics

Genetics: allergies

Biogenics: sign of aging

Psychogenics

Allan Cons Albano

(last reporter)

continua

tion

Physical Characteristics of the Environment

•CLIMATE- the climate of customer

environment includes condition such

as temperature , altitude and rainfall.

•Topography-of geography area is

refers to the physical condition of the

location o earth

•Ecology –the third characteristic of the

environment that has a significant

influence on customer needs is

ecology

The Individual Context

Personal worth- refers to the financial

resources available to a customers

Institutional context-it refers to the

group and organizations a person

belongs to and it includes the

workplace , religious and educational

institution

Cultural context – culture influence on

customers is pervasive for culture

shape everything we do desire or

become

The Environment Context

Technology – is the man-made

inventions and devices used to sustain

, facilitate , and enhance human life

and activities

Public policy – is government or

societal law and athat control human

Behavior

Impact of the Determinants

1. Needs-driven markets.

2. Personal wants and environmental

3.Personal needs and environmental wants

4. Wants –driven markets.

The End.

Have a great day!