To understand consumers’ each brand has to start by asking several basic questions:
WHO?
Who is the consumer? What are consumer’s demographics? Where does she stay? Which socio-economic class does she hail from? Who can influence her purchase behaviour?
WHY?
Why does she buy this product? This brand? What are her beliefs? What is her attitude towards this brand and the key competitors? What needs does this brand fulfill?
WHEN?
When does she buy the brand? Daily? Monthly? When does she use the brand?
WHERE?
Where does she buy the brand? Where else may she want to buy the brand? Where does she use the brand? At home? Outside?
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