CUSTOMERS BEHAVIOUR AND HOW IT AFFECTS THE GROWTH OF A BUSINESS
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CUSTOMERS BEHAVIOUR AND HOW IT AFFECTS THE GROWTH OF A BUSINESS
Abstract
This study focuses on consumer behaviour and how it influences business growth (a case study of Vivid Consuming Pro, Afam Road Portharcourt). A proper research was carried out to find out if customers’ behaviour is influenced by a lack of satisfaction in the services rendered by the business
to determine the factors that influence the change in customers’ behaviour towards an organisation, to analyse the ways customers’ behaviour affects the growth of a business, and to find out customers’ perceptions on how to maintain a positive customer’s behaviour towards their products.
The study’s primary focus is on clients aged 18 to 40. The researcher interviewed the customers and critically examined their comments. After analysing the results, it was determined that a company’s capacity to retain consumers influences its productivity.
Chapter one
INTRODUCTION
1.1 Background of the Study
The key to thriving in any business is to offer clients better solutions to their issues, show them respect, connect with them on an emotional level, offer them fair prices, and make it easy for customers to identify what they need, pay for it, and move on without much delay.
Berry (2002).
Customer behaviour research focuses on consumer purchasing behaviour, with the customer having three separate roles: user, payer, and buyer. According to research, even specialists in the industry struggle to forecast customer behaviour.
Relationship marketing is an influential asset for consumer behaviour analysis since it is interested in re-discovering the actual meaning of marketing via reaffirming the relevance of the client or buyer (Peter C.).
2003). Consumer retention, customer relationships with management, and personalisation are all given higher priority. Social functions can be divided into two categories: social choice and welfare functions.
Consumer behaviour research has become increasingly important in today’s world. Consumers are the market monarchs. A firm cannot function without customers. All business efforts revolve around customers and their happiness.
Customer behaviour research focuses on consumer purchasing behaviour, with the customer having three separate roles: user, payer, and buyer. According to research, even specialists in the industry struggle to forecast customer behaviour.
The study of consumer behaviour is highly difficult, because of the many variables involved and their inclination to interact and impact each other (Jobber).
& Geoff (2000). These variables are classified into three broad categories, which have been identified as the most important general influencers on consumer behaviour. Consumer behaviour is the study of when, why, how, and where consumers buy or do not purchase a product.
It combines elements of psychology, sociology, and economics. It tries to comprehend the buyer decision-making process, both individually and in groups.
Jobber and Geoff (2000) identified three important elements that influence customers’ purchasing behaviour: buying situation, personal influences, and societal influences.
In today’s competitive retail climate, maintaining clients is a challenging endeavour. The successful ones are those who can build and sustain more competitive advantages with their customers. As a result, this study focuses on customer behaviour and how it influences business growth (a case study of Vivid Consuming Pro, Afam Road Portharcourt).
1.2 Statement of the Problem
Most organisations encounter a significant hurdle in retaining clients for an extended period of time (Myers, 2009). Customers’ purchasing behaviour towards a specific product is influenced by a variety of elements, including cultural, socioeconomic, personal, and other considerations.
In an attempt to address these issues, retail stores provide customer cards to consumers, which provide them with certain perks. If holding a company’s card is enough to persuade a consumer to make all of his or her purchases from that specific shop or firm
how would such a person decide where to buy if he or she had two or more cards from various competitors? In such cases, it is necessary to determine which additional aspects influence a customer’s purchasing decision (Ghauri and Gronhaug, 2002).
If customers’ behaviour does not favour an organisation, it has an impact on the number of customers who patronise it. Low client patronage leads to low income
which has an impact on the organization’s growth and productivity (Myers, 2009). These issues highlight the importance of conducting research on customer behaviour and how it influences business success.
1.3 GOALS OF THE STUDY
The overall goal is to investigate customer behaviour and how it affects corporate growth. The precise aims include:
1. Determine whether customers’ behaviour is driven by a lack of contentment with the services provided by the firm.
2. To identify the elements that impact changes in customer behaviour towards an organisation.
3. To investigate how consumer behaviour influences the growth of a business.
4. Determine client perceptions of how to maintain favourable customer behaviour towards their products.
1.4 RESEARCH QUESTIONS.
The research questions linked to this project are as follows:
1. Is consumer behaviour driven by a lack of contentment with the services provided by the company?
2. What variables affect a shift in customer behaviour towards an organisation?
3. How does consumer behaviour influence the growth of a business?
4. What are customers’ perceptions of how to maintain favourable customer behaviour towards their products?
1.5 Significance of the Study
The outcomes of this study will be useful to both business owners and student researchers.
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