NG PLAN EXERCISE ACTIVITY 5: Define Consumer Markets For those marketing products to consumers (or through a channel that sells directly to consumers), understanding the purchase decision process of the target market is an essential element of the marketing plan. This exercise includes the following activities: 1. Develop a demographic profile of the customer to include a. Age b. Income c. Occupation d. Education e. Lifestyle (activities, interests, opinions) 2. Describe the motivation of the target consumer. Why is the consumer buying the product? 3. What external forces will influence the target consumer as he or she con- siders the purchase? For example, will the consumer's culture or subculture affect the purchase decision? How? 4. Describe the consumer's typical consumer purchase decision process. What is the likely process a consumer will go through in making the decision to purchase the product? ACTIVITY 6: Determine Business Market Relationships