Research Topics:

Consumer Research | Consumer Research Consultation

Content Type:

Glossary

Consumer Definition

A person or organization that purchases or uses a product or service.

The word “consumer" refers to individuals or groups of people who purchase and use products and services. They are members of the target audience that manufacturers, merchants and service providers seek to understand so they can tailor marketing strategies effectively. Studying consumer behavior, preferences and trends helps businesses and marketing professionals to make informed decisions and plan functions like product development, pricing, promotion and distribution. Businesses and market researchers study consumer behavior so they can create products and marketing strategies that directly cater to customer desires and needs. Consumer insights enable businesses to identify gaps in the market, create targeted advertising and build stronger brand connections

Who relies on consumers?

Businesses, marketing professionals, product managers and advertisers seek out insights on consumers so they can identify market trends, competitor strategies and areas for potential growth. Anyone involved in the creation, promotion or sale of products and services benefits from understanding consumer behavior.

Why should I care about consumers?

Understanding consumer preferences, needs and behaviors is key for making effective business decisions. That insight allows businesses to tailor products or services that better align with their expectations, which leads to improved customer satisfaction, increased sales and brand loyalty.