Choose a specific product that you use on a daily basis (such as food items, toiletries, or your car) and apply the 5W model in Exhibit 3.4 to yourself:

a. Who are you (demographics, psychographics, etc.)?

b. What do you do with the product (consumption, storage, disposal, etc.)?

c. Where do you purchase the product? Why?

d. When do you purchase the product? Why?

e. Why and how do you select the product?

f. Why do you not purchase competing products?

Assume your responses are similar to millions of other consumers. Given this profile, how would you approach the marketing strategy for this particular product?

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EXHIBIT 3.4 The Expanded 5W Model for Customer Analysis Who Are Our Current and Potential Customers? 1. What are the demographic, geographic, and psychographic characteristics of our customers? 2. Who actually purchases our products? 3. How do these purchasers differ from the users of our products? 4. Who are the major influencers of the purchase decision? 5. Who is financially responsible for making the purchase? What Do Customers Do with Our Products? 1. In what quantities and in what combinations are our products purchased? 2. How do heavy users of our products differ from light users? 3. Do purchasers use complementary products during the consumption of our products? If so, what is the nature of the demand for these products, and how does it affect the demand for our products? 4. What do our customers do with our products after consumption? 5. Are our customers recycling our products or packaging? Where Do Customers Purchase Our Products? 1. From what types of vendors are our products purchased? 2. Does e-commerce have an effect on the purchase of our products? 3. Are our customers increasing their purchasing from nonstore outlets?