Understanding customers

Segments, needs and buying behaviour.

📖 Key ideas

Segmentation divides a market into groups with similar needs: by age, location, income, behaviour or industry.
Targeting chooses which segments to serve.
A buyer persona is a realistic profile of a typical customer.
Customers buy for functional, emotional and social reasons.
The customer journey runs from awareness to consideration, purchase, use and loyalty.

💡 Real-life example: Like a tailor who knows that college students, office staff and wedding families want very different things from the same shop.

SegmentationDividing a market into similar groups

TargetingChoosing which segments to serve

Buyer personaProfile of a typical customer

Customer journeyStages from awareness to loyalty