Consumer Behavior
             C55.0002
             Term Paper:
             Relationship Marketing and its impact on Consumer Behavior
            
            
            
            
            
            
            
            
            
            
            
            
            
            
            
             Outline
            
            
            
             Marketing Relationship and its Impact on Consumer Behavior:
            
            
             I. Definition, Explanation, Background.................................Page 2
            
             II. Current Status............................................................Page 6
            
             III. Questionnaire Development..........................................Page 9
            
             IV. Trends, Future, Recommendations.................................Page 12
            
             V. Executive Summary...................................................Page 14
            
             VI. Bibliography...........................................................Page 16
            
             VII. Annexes...............................................................Page 17
            
             I. Definition, Explanations, Background
             Today's customers face a growing range of choices in the products and services they can buy. They base their choices on their perception of quality, value, and service. Each consumer has a specific behavior. But buying habits are sometimes difficult to understand. Therefore companies always want to gain some insight about consumer behavior and habits in order to better control this behavior. Having impact on consumer behavior means being able to change consumer's perception of the product or service in order to build a relation between the company and its clients. The term used by marketers in order to define this relation building process is known as relationship marketing.
             Relationship marketing involves creating, maintaining and enhancing strong and valued relationship with those customers. This bond encourages consumers to do their market choices voluntarily by engaging in an ongoing relationship with a marketer of a specific product, service, or brand, or a specific firm. It is a way marketers attempt to develop brand loyalty.
             Firms develop loyal clientele by forming and solidifying long-term cus...