Marketing: Consumer Analysis

Consumer Analysis

The objective of consumer analysis is to identify segments or groups within a population that have similar needs. Consumer analysis can help answer questions such as:

• Who buys the product or service?
• Where do these consumers live?
• What income levels are in the market?
• What is the age pattern in the market?

Answers to these questions help identify target markets for specific products or services and advertising efforts.

Develop a consumer 

• Demographic Segmentation: includes age, gender, income, race, marital status, education, occupation, home ownership, number in the household and age of the home.
• Psychographic Segmentation: looks at the values, activities, interests, and opinions of the population, what we often call lifestyle.
• Behavioral Segmentation: Divides the market by observable behaviors such as usage, purchasing decisions, and brand loyalty.