Types of Customer Oscillation

Generally there are two types of oscillations that have been observed with various market surveys conducted on many product/services offerings. These oscillations are either in favor of the manufacturer or competitor. All those oscillation that are in favor of the manufacturer i.e., increase in the existing market share, customer base are termed as Positive Oscillation and those oscillation that result in loss of market share, customer base are considered as Negative Oscillation. This could also be explained as the simple process of changing the prospective makes the oscillation positive and/or negative. At times the competitors sees the oscillation Positive (if all the strategies implemented to increase in the market share are right or in favor) and at times Negative (means there is some flaw in the strategies and revision of the same 's Management is interested in retaining their customer base must be given top priority in case the company , it could be implementation problem or wrong market feedback analysis)

Factors affecting Customer Oscillation

When a customer oscillates from one product/service to another it affects the market in two different planes.

1. From the Manufacturer prospective
2. Competitors Prospective

Manufacturer’s prospective:

If the manufacturer gets regular feedback about it’s product/service share from the market any variation in market shares gives an indication that customer is oscillating in their specified product/service offerings. This oscillation should be recorded properly with following particulars:

S. No.	Product/Service	Region/Demography	Date/Month	Remarks/Reason
	Mention the product/service with all possible details not just the product/service line for e.g., Ice cream (500 gms pack Vanilla Flavor) in Combo offer with 300 ml Cold drink Maaza	Mention the zone, city & name of outlet with address as per the Market mapping for e.g., West Zone, Mumbai, D’mart (Malad)	2nd week may 2009	Mention the possible reason of oscillation and remarks in details for e.g., summer vacation and marriage season. Lot of marriage lawns and residential locality in surrounding areas

Competitors Prospective:

In today’s competitive market environment a buyer has many options to choose. All most all professionally managed company’s keeps a regular track of the market feedback analysis on regular intervals. The feedback data not only includes the details of their product/service offerings but competitive product/service availability in the market. These competitive product/service supports triggering the oscillation process.

Once the Oscillation process is triggered every company offering the similar product/service wants to take advantage of it by bringing that particular buyer in their favor. This is also a chance for the competitors to keep that buyer with them as log as possible thus increasing the market share of their product /service.

Why Customer Oscillates?

It has been observed globally that the major reason for any customer to oscillate is the absence/non-availability of required product /service. Customer also oscillates because of the following reason:

1. Bad or no after sales Service
2. Bad experience with the counter sales staff
3. Non Availability of product
4. Superior/better products in the market
5. Product Look & packaging
6. Increase in pricing
7. Other Value for Money (VFM) offers
8. Product and life style mismatch
9. No up-gradation in Product/packaging
10. Product is outdated/obsolete
11. Customer moved out from the set target market
12. More options/competition in similar price
13. Product Availability
14. Rhythmic Buying

What is Customer Oscillation?

When a buyer of one product or service to shifts to other similar product or service due to various reasons is generally termed as customer Oscillation.