How do you analyze a customer

Customer analysisHow to properly analyze your customers

The typical characteristics for determining the customer structure can be divided into geographical, demographic, sociographic and psychographic characteristics. In addition, the information behavior, purchasing behavior and usage behavior of customers should also be considered.

Geographical criteria
State area, urban areas, residential areas, climate, city / country, ...

Demographic Criteria
Age, gender, marital status, number of children, household size, ...

Sociographic criteria
Income, purchasing power, level of education, occupation, ownership characteristics, ...

Psychographic criteria
Motives, attitudes, expected benefits, personality traits, preferences, ...

Information behavior
Communication behavior, media use, ...

Buying behavior
Brand choice, brand loyalty, price awareness, store choice, packaging preferences, value of the average purchase, frequency of new purchases, ...

Usage behavior
Intensity, type, environment, recommendation behavior, ...

With the help of these criteria you can determine the structure of your typical customers fairly precisely. But don't forget - in addition to your typical customers - to make a comparison with your top customers, as they are responsible for a large part of your sales and may differ considerably from the typical customer.