The process of buying decision is made by consumers due to the perception that they have a problem. From this, they move toward resolution. That assessment comes from a generic model for a decision, based on five steps taken unawares by the consumer to buy. They are:
- Recognition of the problem (need);
- Search for resolution;
- Assessment of the alternative;
- Option;
- Post-purchase evaluation.
Knowing this, the entrepreneur has the necessary conditions to identify customer needs. To get the identification of needs, one of the tools of marketing is market analysis.
Market analysis
In the analysis of the market are identified the characteristics of customers, according to the criteria that follow. Use these categories to describe the pattern of your customers and determine their profile through the group of individuals described. This will help to increase their marketing efforts.
Demographics:
- Range of age;
- Sex;
- Income;
- Occupation;
- Religion;
- Race / ethnicity;
- Level of education;
- Social class;
- Spatial data;
- Country;
- Region;
- State / county / city / town;
- Population density;
- Climate.
Psychographic data:
- Leader or controlled;
- Introverted or extroverted;
- Oriented to self-realization or satisfied with the status quo;
- Independent or dependent;
- Conservative, liberal, progressive or traditional;
- Socially conscious or egocentric.
Consumer (behavioral):
- Rate of use of the product;
- Benefits sought;
- Method of use;
- Frequency of use;
- Frequency of purchase.