The study of consumer behavior and preferences (U&A) refers to the class of tasks arising in connection with the development or adjustment of the consumer properties of goods, promotion of goods, choice of sales and communication channels, choice of retail points location.
U&A
Usage and Attitude, research of the consumer habits
and preferences
The object of the study is real or potential consumer of goods or services. The subject of U&A research is consumer preferences regarding the properties of goods (technical characteristics, price parameters, etc.), consumer behavior, habits and patterns of consumption of goods / services, lifestyle, choice and frequency of consumption of media channels. This class of tasks is aimed primarily at understanding the target audience by goods manufacturer or seller. Understanding audience behavior allows to develop the most relevant product offer earning the greatest demand, and winning the competition in the eyes of the consumers.
Key research tasks solved in the framework of the study of consumer behavior and preferences (U&A) are the following:
- Identify key needs of the target audience;
- Identify the characteristics of goods and services consumption;
- Identify consumer behavior patterns (frequency and volume of purchases, average check, preferred retail points and consumer requirements for them, purchase trip routes);
- Models of consumer choice of goods / services, and factors of decision making;
- Identification of the most demanded varieties of this type of goods;
- Target audience leisure structure;
- Price corridors (minima, maxima, average) relevant for the target audience regarding the goods / services, consumer solvency;
- Study of information channels preferred by consumers, and related information preferences;
- Study of motivation (positive and negative) for the acquisition and consumption of this type of goods / services;
- Segmentation of the target audience by consumer preferences, behavior patterns.
