7. Analysis of the product should include the following:

a. Customer profile ( i.e. men ages 18-30) explain why?

b. Size (How large is the market and what is its growth potential?)

c. Relevant demographic variables (age, income, etc.focus on

variables you did NOT use to segment the market initially)

d. Lifestyle Characteristics (What are their values, motivations,

and/or attitudes? How do they spend their timeactivities,

hobbies, interests?)

e. Communication/media behavior (What do they listen to,

watch, and read? How do they communicate with one another

and with the company? What are their preferred technologies

e.g., email, twitter, facebook, texting? What types of behaviors

do they engage in online?)

f. Purchasing behavior (Are consumers in your market brand

loyal? Where do they shop for this type ofproductspecific

retail outlets? online? How much are they willing to spend on

this product Are they responsive to price incentives?)

g. Product/Senice usage (How often do they buy this product?

What benefits are they seeking? How do they use this

h. Relevant cultural influences and industry trends (This

section requ'ire: you to consider how cultural contexts shape

What cultural trends are relevant to your

n behavior.