CUSTOMERS BEHAVIOUR AND HOW IT AFFECTS THE GROWTH OF A BUSINESS
Abstract
This study focuses on customers’ behavior and how it affect the growth of a business (a case study of Vivid
Consuming pro, Afam Road Portharcourt). A proper research was carried out to find out if customers’ behavior is
influenced by lack of satisfaction in the services rendered by the business, to ascertain the factors that influences the
change in customers’ behavior towards an organization, to analyze the ways customers’ behavior affects the growth
of a business, and to find out the perception of customers on the ways to maintain a positive customers’ behavior
towards their products.
The major target of the study are customers between the age of 18 and 40, the researcher conducted an interview
with the customers and the responses were critically analysed. After the analysis of the result, the conclusion
obtained is that he ability of a business to maintain customers’ retention influences the productivity of the business.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The key to thrive in any business is to offer customers with better solutions to their problems, give them the due
respect, connect with them on emotional level, offer them with fair prices, and making it easy for customers to find
what they need, pay for it and move on without much delay
(Berry, 2001).
Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of
user, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field.
Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the rediscovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer
(Peter C.
2003). A greater importance is also placed on consumer retention, customer relationship with management, and
personalization. Social functions can be categorized into social choice and welfare functions.
In present scenario, the study of consumer behavior has become essential. Consumers are the kings of markets.
Without consumers no business organization can run. All the activities of the business concerns end with consumers
and consumer satisfaction. Customer behavior study is based on consumer buying behavior, with the customer
playing the three distinct roles of user, payer and buyer. Research has shown that consumer behavior is difficult to
predict, even for experts in the field. The study of Consumer Behavior is quite complex, because of many variables
involved and their tendency to interact with & influence each other (Jobber
& Geoff, 2000). These variables are divided into three major sections that have been identified as the most important
general influences on Consumer Behavior. Consumer behavior is the study of when, why, how, and where people do
or do not buy a product. It blends elements from psychology, sociology, and economics. It attempts to understand the
buyer decision making process, both individually and in groups.
Buying situation, personal influences, and social influences are the three major factors identified as other key factors
that influence consumers buying behavior (Jobber & Geoff, 2000).
In today’s competitive retail environment, the idea of retaining customers is a tough task. The successful ones are
those who are able to establish and maintain more competitive advantages in their customers. Therefore, this study
focuses on customers’ behavior and how it affect the growth of a business (a case study of Vivid Consuming pro,
Afam Road Portharcourt).
CUSTOMERS BEHAVIOUR AND HOW IT AFFECTS THE GROWTH OF A BUSINESS