MARK344 Lecture Notes - Lecture 3: Focus Group, Sampling Frame
Document Summary
Information on future customers: how will customers and their needs and requirements change, which new customers should we pursue, how should we pursue them, the initiator. This is the individual (or individuals) who initiates the search for a solution to the customer"s problem. In the case of the purchase of a chocolate bar it could be a hungry child who recognises her own need for sustenance (or pleasure: the influencer. Influencers are all those individuals who may have some influence on the purchase decision. A child may have initiated the search for a chocolate bar, but the parents may have a strong influence (through holding the purse strings) on which product is actually bought: the decider. Taking into account the views of initiators and influencers some individual will actually make the decision as to which product or service to purchase. This may be back to the initiator or the influencer in the case of the chocolate bar: the purchaser.
