Understanding Customers' Purchase Behaviour

Understanding Customers Purchase Behaviour
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2014 Human Behaviour Academy www.hbacademy.org.uk

Understanding Customers
Purchase Behaviour

By
P. Yuvaraja A/L Ponna Segran
Chu Kean Mun
Leow Chee Seng (Ph.D)

Published By
Human Behaviour Academy
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Published by Human Behaviour Academy Ltd
6 2 Larch Gardens, Manchester
E-mail : info@hbacademy.org.uk
Website : www.hbacademy.org.uk

Copyright 2014 Human Behaviour Academy Ltd

All rights reserved. No part of this book may be reproduced or used in any form or any
means, electronic or mechanical, including photocopying, recording, or by an information
storage or retrieved system, whatsoever without prior written permission from the publisher.

First Edition September 2014

British Library Cataloguing-in-Publishing Data

Ponna Segran, Yuvaraja; Kean Mun, Chu; Chee Seng, Leow

NONVERBAL HINTS TO IDENTIFY UNSATISFIED CUSTOMERS

1. Body Language 2. Non Verbal 3. Communication 4. Gesture 5. Business
6. Consumer Behaviour

BF 637 N66

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IMPORTANT NOTE
You are advised to watch the video
Dunkin' Donuts TVC with Derek
Ramsay

http://www.youtube.com/watch?v=MwDtw
XaOgSg

before reading this article

A Bit of Fry and Laurie #2 3 Buying an
Engagement Ring

http://www.youtube.com/watch?v=RyzteB
5svFA

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Dunkin' Donuts TVC with Derek Ramsay
http://www.youtube.com/watch?v=MwDtw
XaOgSg

1.0 Introduction

According to Miller (2000), good communication is the foundation of successful
relationships, both personally and professionally. But we communicate with much more than
words. In fact, research shows that the majority of our communication is nonverbal.
Nonverbal communication, or body language, includes our facial expressions, gestures, eye
contact, posture, and even the tone of our voice (McCroskey, 2000)
The ability to understand and use nonverbal communication is powerful tools that will help
connect with others, express what you really mean, navigate challenging situations, and build
better relationships at home and work. Nonverbal communication, or body language, is a vital
form of communication (Field 2003). When we interact with others, we continuously give
and receive countless wordless signals. All of our nonverbal behaviours , the gestures we
make, the way we sit, how fast or how loud we talk, how close we stand, how much eye
contact we make and send a strong messages.
The way we listen, look, move, and react tell the other person whether or not we care and
how well were listening. The nonverbal signals we send either produce a sense of interest,
trust, and desire for connection or they generate disinterest, distrust, and confusion (Guerero
1994). It takes more than words to create fulfilling, strong relationships. Nonverbal
communication has a huge impact on the quality of our relationships. Nonverbal
communication skills improve relationships by helping us:
Accurately read other people, including the emotions theyre feeling and the unspoken
messages theyre sending.
Create trust and transparency in relationships by sending nonverbal signals that match
up with your words.
Respond with nonverbal cues that show others that you understand, notice, and care.
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Unfortunately, many people send confusing or negative nonverbal signals without even
knowing it. When this happens, both connection and trust are lost in our relationships.

2.0 The Case of Dunkin Donuts

Figure 1: First Scene

The sales person in figure 1 shows direct gaze of eye contact towards the customer. Her eye
brow is raised and she looks directly to her customer with big smiles, it indicates that she
feels happy to serve the customer. Other than that, her eyes also involuntarily twinkle and
slight widening when serving the customers, its reveal pure happiness. Her jaw is dropping at
the same time the cheeks rise and wrinkle runs down from the nose. Other than that, the
corners of the lips are drawn up with the teeth is exposed. It indicates the intensification of
happiness.
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Figure 2: Second Scene

The eye brows of the sales person rise upwards, curved high when looked at the new
customer (handsome man). The open eyelids and the white of the eyes (sclera) show the iris.
It reveals the picture of surprise. Besides that, the dropping jaw, lips and teeth are apart also
support the facts that the sales person are shocked when see the man. On the other hand, the
sales person mouth open briefly with the lips part loosely indicates the picture of surprise.

Figure 3: Third Scene

The eyes of the customer is open widen and his head looking upward indicates that the
customer is thinking which product he want to buy/choose. Besides that, the customer also
rubbing his chins lightly and gently. It implies that, the customer looking at the menu
carefully and paying full concentration.
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Figure 4: Fourth Scene

The figure 4 reveals that the sales person shows full blown smile towards the customer that
indicates a positive signal of interest. The widening of eyes, crease and twinkle is reflects that
she is feel happy when serving her customer. The jaw dropping, the cheeks and wrinkle runs
down from the nose is intensification of happiness. But its not reflect the true happiness,
because the sales girl use the intensification techniques express her emotions to meet the
expressed concern (because this is Dunkin Donuts advertisement, so she pretended like happy
and have interest with the man ). It is reveal to us from her facial expression, where this is not
natural smiles. When someone smiles naturally, they will open up mouth and laugh naturally
and the muscles around their eyes crease and crinkle and the crinkle and the teeth are
revealed as the sides of their lips stretch towards the tips of their ears. But in this scene,
the advertiser use right technique, to show to the audience that the girls have interest with the
man (her head is tilted slightly the hint of interest)

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Figure 5: Fifth Scene

In this scene, the eyes of the customer (handsome guy) are squinting and the eyes are
partially closed its showing the disbelief or uncertainty. Besides that, the mans eyes gazing
directly at the sales girl. Its reflect that, he look steadily with great curiosity and wonder. The
man also applied close lips gesture. Its means that he still want to keeps his distance

Figure 6: Sixth Scene

In this scene, the mans eyes looking at down (directly at the product). It shows that, the man
have interest with the products compare to the sales girl (his intention just to buy/get the
product). On the other hand, the sales girl, directly looking at the customer faces, her jaw
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dropping, the cheeks rise with full blown smile. It indicates that, the girls have interest with
the person and feel happy to serve the customer.

Figure 7: Seventh Scene

In this scene, the man looking down at the right side whiles the sales girl with closed eyes
looking at the man face (full of emotion). Its reflecting the man internal emotions (Hey!
whats wrong with this girl?). Besides that, the women smell something and her head moving
forward towards the man. It indicates that, the girl really attract with the man. Its proven
when the sales girls body slightly down and moving forward towards the man. But the mans
body position is pointed moving away from the sales girl. It reveals that the man wish to
leave the place and does not want to continue the conversation.
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Figure 8 : Eight Scene
In figure 8, the man exactly looking at the donuts. It reflects that, the person have interest
with the donuts. Besides that, the man also holding the donuts box and the donut softly and
gently. It indicates that, the person know the value of the product and really appreciate the
products. On the other hand, the 3
rd
person upper body and face in this scene moved to right
side and looking at the incident, at the same time his lower body stick at the same place. It
reflects that, the person want to know whats happing over there.

Figure 9: Ninth Scene

In this scene, the men closed his eyes and taste the donuts with full emotion. It reflects that he
really like the donuts. Other than that, the mans head also slightly moved forward. It shows
the intention of the man to eat again/ eat more. Besides that, the man also holds the donuts
box and the donut softly and gently. It indicates that, the person knows the value of the
product and really appreciates the products very much.

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A Bit of Fry and Laurie #2 3 Buying an Engagement Ring
http://www.youtube.com/watch?v=RyzteB5svFA

Introduction

Nonverbal communication is behaviour, other that spoken or written communication, that
creates or represents meaning. It is very effective, maybe even more so than speech or verbal
communication. Nonverbal communication is a powerful form of communication in the
business world. Nonverbal cues or signs help us to understand more about the customers,
employees, or even our boss.
There are many different "channels" of nonverbal communication facial expressions, eyes,
hand gestures, arms, body movements ("kinesics"), touch ("haptics"), and emotional feet.
From the video I found, by analyzing and interpreting customer's non-verbal signals and
behaviors allow us to read their attitude and better understand their needs. Projecting the right
non-verbal cues yourself can help your customer feel at ease.
When selling to customers, our non-verbal communication skills, such as active listening and
interpreting non-verbal cues - are just as important as what we say. Developing these skills
will help you understand what your customers want, so you can offer them the most suitable
products and services.

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Eyes

Glancing Eyes

Picture 1 shows the customer is glancing the environment of the shop. Glancing is a quick
look or a brief look at something that attractive. Glancing at something can betray a desire for
that thing, for example glancing at the door can indicate a desire to leave.
From the picture we can see that the customer was glancing sideways at products with raised
eyebrows. This can be a sign of attraction. Without the raised eyebrow it is more likely to be
disapproval.

Besides that, glancing on something also showing that the customers is trying to find or
search for the products he or she want to purchase.

In this situation, as a salesperson, she or he is required to ask customer want their need and
want and try to help the customer to satisfy their need. This can help or make easy for
customer to find the product or items they need. In some situation, some customers find
irritated when the salesperson or the promoter keep following or ask question. When this
occurs, salesperson must let the customers have a look or have a glance at the product first,
and do not keep following the customers, go to the customers only the customer call or
request help from the salesperson.
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Picture 3

Squinting
Pictures 2 showed that the customer was squinting. Squinting is an action where the eyes are
partially close. There are several situation that a person may expressing the gestures for
example when sunlight are too bright, people will partly closing they eyes because the
sunlight are hurting their eyes or people tend to squint they eyes when they feel tired but in
this cases customer squinted his eyes because he was uncertain and showing disbelief in what
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had been said by the sellers. The seller was saying or explaining something that confused the
buyer.

The picture shows that the customer was squinting. The salesperson was telling the customer
that the ring is worth 40 thousand pounds and the customer expression showed that he was
disbelief with what the salesperson was saying.

When this situation occur in business, seller need to explaining clearly to the customers so
that they understand what we are trying to say or promoting something.

Close eyes
Closing the eyes shuts out the world. This can mean 'I do not want to see what is in front of
me, it is so terrible'. Visual thinkers may also close their eyes, sometimes when talking, so
they can better see the internal images without external distraction.
For this case the customers tend to close his eyes equivalent to turning away so eye contact
can be avoided and any implied request for the other person to speak is effectively ignored.
The customer was very angry until he do not want to have any eyes contact with the
salesperson
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Lowered eyebrows
Lowering eyebrows interpreted that the customer is angry, frustrated and displeasure.
Lowered eyebrows may also indicate annoyance, perhaps effectively saying 'I am so
displeased, I do not want to look at you.' Related to this, lowered eyebrows are a sign of a
dominant person. When the salesperson revealing the price of the ring the salesperson do not
revealed the real price this make the customer feel frustrated and angry with his services.
When this facial expression occurs, salesperson must calm down the customer. This normally
will occur when customers are dissatisfied with the product or services.
Hands Gesture.

Hands in the back
This is usually shows some amount of confidence, as the front torso and vital parts are
exposed. You will often see this in men, and while it is always better to show hands, this
is perhaps the exception to the rule as far as hand confidence displays go. Hands behind
the back might indicate that a person is feeling bored, anxious, or even angry.
From the pictures above, we can see that the salesperson was keep on talking nonsense to the
customer this make the customer feel bored or even angry with what had been said by the
salesperson.
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Chopping Hands
Chopping is for emphasis, and is usually authoritative. A person who chops has made up
his mind and is not likely to change it. It can often be used as a way to make a point. For
example, chopping down as to separate an idea in two categories. If you use this gesture, just
dont be too aggressive when you do it.
In the cases, the customer is trying to stop the salesperson from talking about the food instead
of the engagement ring. The customer wants to stop talking about the food and he want to
concentrate on the engagement ring.

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Hands and Arms Gesture

Pinching nose

Pinching the bridge of the nose is often interpreted as indicating that someone is deep in
thought. In this case the customer was trying to tell the salesperson what he wants to
purchase. In his thought he was thinking of what kind of engagement ring that might suitable
for his engagement. With this kind of gestures, salesperson promoting few types rings that
suitable for the engagement. This gestures show the customer need some recommendation or
special professional opinion on the product that he would like to purchase.
Akimbo arms

This is sometimes mistaken for unfriendliness, but its often really just a position of
readiness. This is often observed in workaholics, athletes, and productive people. Certainly
sometimes this display can be a show of authority and superiority. For example, this is a
gesture used by the military and law officials to show assertiveness and take control of a
situation. From the picture above it show that the customer was very angry with the
salesperson as he keep on talking nonsense the him and the act of the akimbo arm show that
customer want the salesperson to stop talking (authority) or is indirectly showing or
commanding the salesperson to stop talking.

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Facial Expression

Showing interest

When a person eyes are wide open and the mouth slightly open it show that person is
showing interest on something. The faces of the customer become open and the eyes keep
engaged on the ring. Furthermore the head may tilt and the body lean s forward as he getting
attached to the ring. This shows that the customer is interested in the product.
With this facial expression, we can keep on promoting the product by stating the benefit or
the good features of the products that you want to sell to your customers. This might help to
attract the customers attention and the percentage of successful in the transaction is higher.

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3.0 References

Argyle, M. (1988). Bodily communication, New York: Metheum & Co.

Burgoon, J. K. & Guerrero, L. K. (1994). Nonverbal Communication. In Human
Communication, M. Burgoon, F.G. Hunsaker, E.J. Dawson (Ed.), 3d ed. USA: SAGE
Publication Inc.

C.S. Leow, Vincent, L.and Atikah A. (2013). Body Language Exposed. Find Out How Your
Body Can Betray You. 1
st
ed. Manchester (US): Human Behaviour Academy Ltd..

Field, T. (2003). Touch. USA: The MIT Press.

Knapp, M.L. & Hall, J.A. (2002). Nonverbal Communication in Human Interaction. 5th ed.,
USA: Wadsworth-Thomson Learning.

Richmont, V. P. & McCroskey, T. C. (2000). Nonverbal Behavior in International Relations
(4
th
ed.). USA: Allyn & Bacon.

Miller, P.W. (2000). Nonverbal communication in the classroom. USA: P.W.Miller &Ass.

Wiechecki, Barbara.1999.Non-Verbal Communication:Classroom Activities For Raising
Cross-Cultural Awareness.TEFLIN Paper.

http://www.helpguide.org/mental/eq6_nonverbal_communication

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