After determining the product-market structure it is useful to develop profiles of end user buyers for the generic, product-type, and product-variant levels of the product-market.
Identifying and Describing Buyers
Characteristics such as family size, age, income, geographical location, and occupation are often useful in identifying buyers in consumer markets.
How Buyers Make Choices
Often, simply describing buyers does not provide enough information to guide targeting and positioning decisions. We also need to try find out why people buy products and specific production brands.
Environmental influences
The final step in building customer profiles is to identify the external factors that influence buyers and thus impact the size and composition of the market over time.
Building customer profiles
Describing customers starts with the generic product-market.
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