NATURE OF DEMAND DETAILED OUTLINE

Copyright 2002, Professor Jerome M. Katrichis

 

III.           EXTERNAL SITUATION ANALYSIS         (DESCRIPTION)     

A.                   Nature of Demand - qualitative         (DESCRIPTION)        (EXAMPLES)  

1.                     Who are your customers?         (DESCRIPTION)          

2.                     What do they buy? (Primary vs. selective demand).          (DESCRIPTION)         

3.                     Shopping Behavior         (DESCRIPTION)      

a.         Where and when do they buy?          (DESCRIPTION)          

b.        Buying procedures and practices.          (DESCRIPTION)        

4.                     Consumption Behavior          (DESCRIPTION)   

a.         How do they use/consume the product?           (DESCRIPTION)       

b.        End use patterns.           (DESCRIPTION)         

c.         Service requirements.          (DESCRIPTION)       

5.                     Frequency, quantity and timing of purchase?          (DESCRIPTION)          

6.                     Evaluative Criteria         (DESCRIPTION)      

a.         How do they choose?           (DESCRIPTION)         

b.        Why do they select a particular product?          (DESCRIPTION)         

                        7.              Segmentation - differences in any of the above by segment.          (DESCRIPTION)          

 

 

 

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