Individual Phase
How much do they buy?
Amount of consumption by type and trends, o fluctuations and cycles in demand.
Consider both B2B and B2C
Who buys and consumes?
How is the market segmented? Eg. geographic, demographic, psychographic,
behavioural, OR VALS.
Customer lifecycle (changes over life-stages of customers)
How, when and where do consumers/customers buy?
What is the purchasing behaviour process?
Decision making unit (buying process, alternatives considered, information sources,
