5 W Model for Customer Analysis
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Transcript of 5 W Model for Customer Analysis
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7/30/2019 5 W Model for Customer Analysis
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5w Model for Customer
Analysis
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Who are our current andpotential customers?
What are the demographic, geographic, andpsychographic characteristics of our customers?
Who actually purchases our products?
Do these purchases differ from the users of ourproducts?
Who are the major influencers of the purchasedecision?
Who is financially responsible for making thepurchase?
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What Do Customers Do withOur Products?
In what quantities and in whatcombinations are our products purchased?
How do heavy users of our products differfrom light users?
Do purchasers use complementary productsduring the consumption of our products? If so,what is the nature of the demand for theseproducts, and how does it affect the demand forour products?
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What Do Customers Do with OurProducts? II
4. What do our customers do withour products after consumption?
5. Are our customers recyclingour products or packaging?
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Where Do CustomersPurchase Our Products?
From what types of vendors are ourproducts purchased?
Does e-commerce have an effect on thepurchase of our products?
Are our customers increasing their
purchasing from nonstore outlets?
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When Do CustomersPurchase Our Products?
Are the purchase and consumption of ourproducts seasonal?
To what extent do promotional events affectthe purchase and consumption of ourproducts?
Do the purchase and consumption of ourproducts vary based on changes inphysical/social surroundings, timeperceptions, or the purchase task?
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Why (and How) Do CustomersSelect Our Products?
What are the basic features provided by ourproducts and our competitors products? How doour products compare to those of competitors?
What are the customer needs fulfilled by ourproducts and our competitors products? How welldo our products meet these needs? How well do
our competitors products meet these needs? Are the needs of our customers expected to change
in the future? If so, how?
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Why (and How) Do CustomersSelect Our Products? II
What methods of payment do our customers usewhen making a purchase? Is the availability ofcredit or financing an issue with our customers?
Are our customers prone to developing close long-term relationships with us and our competitors, ordo they buy in a transactional fashion (primarily
based on price)?
How can we develop, maintain, or enhance therelationships we have with our customers?
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Why Do Potential CustomersNot Purchase Our Products?
What are the basic needs of noncustomers that ourproducts do not meet?
What are the features, benefits, or advantages ofcompeting products that cause noncustomers tochoose them over our products?
Are there issues related to distribution, promotion,
or pricing that prevent noncustomers frompurchasing our products?
What is the potential for converting noncustomers
into customers of our products?
