Consumer Analysis: Why Every Business Plan Needs One

PESTLEanalysis Team
PESTLEanalysis Team
Consumer Analysis: Why Every Business Plan Needs One
Table of Contents
Table of Contents

Welcome to the world of consumer analysis, the secret ingredient every business plan needs to delve into the depths of your potential customers' minds.

Imagine you're an entrepreneur with a brilliant business idea, your passion fueling your dreams of success.

You dive headfirst into crafting a detailed business plan, outlining your product, pricing, and marketing strategy. But wait! Have you forgotten something crucial?

Have you genuinely delved into the depths of your potential customers' minds? Then, it's time to pause, rewind, and redirect your attention. Welcome to the world of consumer analysis, the secret ingredient every business plan needs.

Strap yourself in as we unravel the mysteries of your target audience, uncover their desires and preferences, and unleash the power of understanding.

Prepare to embark on a journey where your business transforms from a mere concept to a thriving empire, all by simply understanding the minds of those who matter most, your customers.

So, why wait another second? Let's dive into the captivating realm of consumer analysis and discover why it's the key to unlocking your entrepreneurial triumph!

What Is Consumer Analysis?

Consumer analysis systematically examines and understands the characteristics, behaviors, preferences, and needs of a target market or specific consumer group.

It involves gathering and analyzing data to gain insights into consumer demographics, psychographics, buying habits, motivations, and perceptions.

Consumer analysis aims to uncover valuable information that helps businesses make informed decisions regarding product development, marketing strategies, pricing, distribution, and overall customer experience.

By conducting consumer analysis, businesses can identify their target audience, understand their needs and wants, and tailor their offerings accordingly.

This process involves various research methods such as surveys, interviews, focus groups, observation, and data analysis from diverse sources like market research, social media analytics, and customer feedback.

Consumer analysis provides vital insights into consumer trends, preferences, and behaviors, allowing businesses to develop effective marketing campaigns, enhance their products or services, and ultimately increase customer satisfaction and loyalty.

Photo by Tim Douglas

5 Types of Consumers

Businesses need to have information about different types of consumers. This section highlights different types of consumers in the market.

1. Loyal Customers

Loyal customers consistently choose a particular brand or business over competitors. They have a strong affinity and emotional connection to the brand, often stemming from positive experiences, quality products or services, and excellent customer service.

Loyal customers exhibit repeat purchase behavior, actively recommend the brand to others, and may be less price-sensitive than other consumer types. Therefore, they are crucial for businesses as they contribute to long-term revenue and serve as brand advocates.

2. Impulse Shoppers

Impulse shoppers make unplanned purchases based on immediate desires or emotions. They are easily swayed by eye-catching displays, limited-time offers, or sudden impulses.

Impulse shoppers often act on impulse rather than careful consideration, resulting in spontaneous buying decisions. Businesses may target impulse shoppers through persuasive marketing techniques, strategically placed point-of-sale displays, or limited-time promotions.

3. Bargain Hunters

Bargain hunters are consumers who actively seek out discounts, deals, and the lowest possible prices. They are highly price-sensitive and willing to invest time and effort in researching and comparing prices before purchasing.

Bargain hunters are motivated to find the best value for their money. They may switch brands or retailers based on price considerations. Businesses targeting bargain hunters must emphasize competitive pricing, promotions, and value propositions to attract and retain these customers.

4. Wandering Consumers

Wandering consumers engage in window shopping or browse without a specific intention to purchase. Instead, they may visit retail spaces or browse online platforms out of curiosity, entertainment, or gain inspiration.

Wandering consumers allows businesses to capture their attention, showcase products or services, and potentially convert them into buyers. Effective visual merchandising, appealing displays, and engaging customer experiences can be essential in capturing wandering consumers' interest.

5. Need-Based Consumersomers

Need-based consumers make purchases based on specific needs or problems they aim to solve. They seek products or services that fulfill a particular requirement or address a specific pain point.

Practical considerations and value functionality, reliability, and effectiveness drive these consumers. Need-based consumers often conduct research, compare options, and make informed decisions based on how well a product or service meets their specific needs.

how to conduct consumer-analysis

How To Conduct A Consumer Analysis?

Conducting a customer analysis is essential for gaining deep insights into your target audience and their preferences. Following is a framework outlining the key steps and methods for conducting a comprehensive customer analysis.

1. Define Your Objectives

Clearly identify the goals and objectives of your customer analysis. Next, determine what specific insights or information you seek to gather about your target customers.

2. Identify Your Target Customer Segments

Segment your customer base based on relevant criteria such as demographics, psychographics, behaviors, or purchasing patterns. This helps you create focused and tailored strategies for each segment.

3. Gather Data

Collect relevant data about your target customers using several methods, such as surveys, focus groups, interviews, social media listening, website analytics, and market research reports.

This data can include demographic information, purchasing behavior, motivations, preferences, needs, and satisfaction levels.

4. Analyse Customer Data

Analyze the collected data to identify patterns, trends, and insights. Look for commonalities and differences among customer segments and better understand their behaviors and preferences.

5.    Develop Customer Personas

Create detailed customer personas that represent your different target customer segments. Include demographic information, preferences, motivations, pain points, and buying behavior.

This helps humanize and visualize your target customers, enabling more effective marketing strategies.

6. Identify Customer Journey

Map out the customer journey, including customer touchpoints and interactions with your brand. Understand their behaviors, emotions, and needs at each stage of the journey to improve customer experience and identify areas for improvement.

7. Conduct Competitor Analysis

Competitor analysis will help you analyze your competitors' customer base and compare it with your own. Identify their target customers, value propositions, and strategies to gain insights into your market positioning and opportunities for differentiation.

8. Evaluate Customer Satisfaction and Feedback

Measure customer satisfaction through surveys, feedback forms, or Net Promoter Score (NPS) surveys. Monitor online reviews and social media mentions to understand customer sentiment and identify areas for improvement.

9. Identify Opportunities and Challenges

Based on the insights gained from the customer analysis, identify opportunities to serve your customers better, address their pain points, and meet their needs. Also, recognize any challenges or barriers impacting customer satisfaction and loyalty.

10. Develop Actionable Strategies

Use the findings from the customer analysis to develop actionable strategies and initiatives that align with your target customers' preferences and needs. Then, tailor your marketing messages, product offerings, customer service, and overall brand experience accordingly.

11. Monitor And Update

Customer analysis is an ongoing process. Continuously monitor and update your customer data, personas, and strategies to stay attuned to changing customer needs and market dynamics.

Photo by Keira Burton

An Example of Consumer Analysis

This section discusses an example where consumer analysis is conducted on Generation Z, the youngest and increasingly influential consumer segment.

By exploring their shopping habits, preferences, and values, businesses gain invaluable insights into this generation's unique characteristics and tailor their strategies to engage and cater to their needs effectively.

Demographics And Psychographics

Generation Z, born between the mid-1990s and early 2010s, represents a diverse and digitally native consumer group. With a strong affinity for technology and a global perspective, they possess distinct demographic and psychographic attributes.

Factors such as age, education, income, and cultural backgrounds contribute to the rich diversity within this generation. Psychographically, Generation Z values authenticity, inclusivity, social responsibility, and personalized experiences.

Data Collection and Analysis

To unravel the shopping habits of Generation Z, a comprehensive consumer analysis was conducted using a combination of online surveys, social media monitoring, and focus groups.

The survey aimed to capture data on shopping preferences, brand perceptions, digital engagement, social media influence, and emerging trends. The collected data underwent rigorous analysis to uncover patterns and insights that inform effective strategies.

Key Findings

1. Mobile-Centric Shopping

Generation Z's shopping habits are predominantly mobile-centric, with smartphones serving as their primary shopping tool.

They engage in product research, price comparisons, and online purchases through mobile apps and optimized websites.

2. Authenticity and Transparency

Generation Z values authentic and transparent brand communications. They seek brands that align with their core values, champion social causes, and demonstrate ethical practices.

They rely on peer reviews, user-generated content, and social media influencers for trustworthy recommendations.

3. Experiential Shopping

Generation Z seeks immersive and memorable shopping experiences. They are drawn to interactive store environments, pop-up shops, and personalized offerings.

Physical retail spaces that offer sensory stimulation, social interaction, and opportunities for self-expression resonate strongly with this cohort.

4. Social Media Influence

Social media plays a significant role in shaping Generation Z's shopping decisions. As a result, they actively engage with brands on platforms such as Instagram, TikTok, and Snapchat.

Influencers, particularly those who align with their interests and values, sway considerably over their purchasing choices.

Actionable Strategies

Based on these insights, businesses can adopt targeted strategies to engage Generation Z effectively. Here are some actionable steps derived from consumer analysis.

1. Mobile-First Approach

Optimize the online shopping experience for mobile devices, focusing on user-friendly interfaces, seamless navigation, and secure payment options.

2. Authenticity and Transparency

Communicate brand values, sustainability efforts, and ethical practices transparently through various channels, emphasizing authenticity and social responsibility.

3. Experiential Retail

Create immersive and interactive retail experiences with gamification, personalization, and social media integration. Offer pop-up shops, limited edition releases, and unique in-store events to drive engagement.

4. Influencer Collaborations

Collaborate with relevant influencers who resonate with Generation Z's interests and values. Leverage their reach and authenticity to amplify brand messaging and cultivate trust among this audience.


Significance of Consumer Analysis In Business Plan

Consumer analysis holds great significance in a business plan for several reasons. This section will highlight the advantages of conducting consumer analysis in a business plan.

1. Understanding Target Market

Consumer analysis helps businesses identify and understand their target market. It provides insights into customer demographics, psychographics, behaviors, and preferences. This knowledge is essential for effective targeting and tailoring marketing strategies to reach the right audience.

2. Identifying Customer Needs

By conducting consumer analysis, businesses gain a deeper understanding of customer needs, pain points, and desires.

This knowledge allows them to develop products or services that address specific customer requirements, ultimately increasing customer satisfaction and loyalty.

3. Market Segmentation

Consumer analysis helps in segmenting the market based on shared characteristics and preferences.

This segmentation enables businesses to identify distinct customer groups and develop targeted marketing campaigns, resulting in more effective communication and higher conversion rates.

4. Competitive Advantage

Understanding consumer behavior and preferences provides businesses with a competitive advantage.

It allows them to differentiate their products or services from competitors, highlight unique value propositions, and position their offerings to meet specific customer needs. This differentiation helps in capturing market share and building a solid brand image.

5. Effective Marketing Strategies

Consumer analysis provides insights into customer decision-making processes, preferred channels of engagement, and factors influencing purchase decisions.

This knowledge helps businesses develop marketing strategies that resonate with their target audience, resulting in higher engagement, conversion rates, and return on investment for marketing efforts.


This article emphasizes the importance of consumer analysis in every business plan. It explains that consumer analysis involves examining the characteristics, behaviors, preferences, and needs of a target market or specific consumer group.

This analysis aims to gather insights that inform decisions related to product development, marketing strategies, pricing, distribution, and customer experience.

Moreover, we discussed five types of consumers that businesses should be aware of. Each type has distinct characteristics and motivations businesses can leverage to tailor their offerings.

Besides that, the article outlines a framework with key steps to conduct a consumer analysis. This article also provides an example of a consumer analysis of Generation Z that highlighted their shopping habits, preferences, and values.

Finally, this article emphasizes the importance of consumer analysis in a business plan. It states that consumer analysis helps businesses understand their target market, identify customer needs, segment the market, gain a competitive advantage, and develop effective business strategies.

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