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DEVELOPING A CONCEPTUAL CUSTOMER PROFILING MODEL FOR ANALYSING BUYING BEHAVIOUR TO ENHANCING CURRENT SYSTEM Pamela Esmaquel Auckland Institute of Technology


FACTS

The statistics for survival rate of Small and Medium Enterprise (SME) is the key indicator that trigger my interest to create a support system through building sustainable retail business. The customer buying behaviour will be the key variables in formulating the right strategy. The results will take as a basis in decision making towards product trends and developments.


WHAT CAUSES SMALL BUSINESSES TO FAIL? • • • • • • • • • • •

Absence of performance monitoring. Lack of understanding or use of performance monitoring information. Poor debtor management.. Over a borrowing. Over reliance on a few key customers. Poor market research leading to an inaccurate understanding of the target customers wants and needs. Lack of financial skills and planning. Failure to innovate. Poor inventory management. Poor communications throughout the organization. Failure to recognize your own strengths and weaknesses


The SMEs’ are mostly single proprietor – business is being consider as the main source of income. They are mostly family oriented businesses wherein most of the family members are involved. The nature of their role is multi-tasking which makes them prone to failure due to lack of expertise particularly in technology. The size is very small thereby planning is just communicated on a daily basis because lack of technical knowledge, or absence of information that will lead them to the right direction. On the brighter side SME are the most passionate enterprise; with the endurance to stay in business provided support will become more accessible parallel to their level of intellect and financial capacity.


The emerging market demands customisation - needs and preferences has changed.


Auckland is growing by more than 50 people, 21 new homes and 35 more vehicles each day. It is estimated that there may be two million people living in the region by 2035. As the population has grown, so has Auckland’s cultural diversity. Almost 240,000 or 1 in 15 people were of Asian ethnicity. Counts of people of Asian ethnicity have more than doubled between 1991 and 2001.


KEY ISSUES:

INTEGRATION RE-ALIGNMENT EVALUATION


OBJECTIVES

• Analyse customer-changing behaviour • Integration of supply & demand • Customer profiling OBJECTIVES: To gather accurate information on SM • Transferability & use it as a vital information in formu • Efficiency derived from the actual problem and siituation. • Accessibility to relate in their own langu • To design user-friendly interface Tocanbebeable used to structure systems that understood by the target user.

To effectively measure the parameter research according to end-users’ feed expectations.

To be able to determine the right stra designing a business system innovati


VALUE BENEFITS FOR SMEs

• • • • • • •

Easy access to customer buying pattern. To provide systematic customer profiling on a micro scale. Align demand and supply-chain to increase sales and achieve supply optimisation. Creating accurate historical data. Time saving by creating a platform that does not need highly technical expertise. Bring more meaningful experience between customer and the owner. Data could be use for better brand positioning.


Baby Boomer scope of the project

The report segments the older consumer market in New Zealand based on survey data from Neilsen’s Panorama database. Five groups are identified: • Traditionalists, • Paradoxical pensioners • Active and aware • Kiwi battlers, and • Affluent investors . Among many opportunities with commercial and policy implications raised in the research, it highlighted the need for businesses to engage more effectively with older people in product and service delivery and design.

Table 1: Projected population ratio by age 15-64 years

65+ years

2006



2020



2030



2050

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LOY AL get you TY CA r fre R e co D ffee


“In order to increase the

probability of successful venture we should provide tools that will uncover the future of Small and Medium Enterprise

„

Integrated POS  

Customer Profiling