kliendikäitumise

Kliendikäitumine refers to the study of how individuals, groups, or organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. It encompasses the entire process a customer goes through, from recognizing a need to post-purchase evaluation. Understanding kliendikäitumine is crucial for businesses to effectively market their products and services, develop new offerings, and build strong customer relationships.

The field draws on insights from psychology, sociology, economics, and anthropology. Key factors influencing kliendikäitumine include personal factors like age, lifestyle, personality, and self-concept; psychological factors such as motivation, perception, learning, and attitudes; social factors including reference groups, family, and social class; and cultural factors like culture, subculture, and social values.

Businesses analyze kliendikäitumine to segment markets, identify target customers, and tailor their marketing mix (product, price, place, promotion) to meet specific customer needs. This analysis helps in predicting purchase behavior, understanding customer loyalty, and improving customer satisfaction. Ultimately, a deep understanding of kliendikäitumine allows companies to create more effective strategies that resonate with their audience and drive business success.