Lesson Plan

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Lesson Plan
Grade: Date: 17/01/2026
Subject: Business
Lesson Topic: identification of customer and consumer characteristics, profiles, wants and needs
Learning Objective/s:
  • Identify key demographic, geographic, psychographic and behavioural characteristics of target customers.
  • Analyse and segment customers to develop detailed consumer profiles.
  • Distinguish expressed wants from underlying needs and link them to marketing‑mix decisions.
  • Evaluate appropriate primary research methods for gathering customer data.
  • Apply findings to propose product, price, place and promotion strategies.
Materials Needed:
  • Projector and screen
  • Whiteboard and markers
  • Printed worksheets with profile template
  • Sample survey questionnaire (digital or paper)
  • Laptop/computer for data‑analysis demonstration
  • Case study handout (e.g., Eco‑Conscious Millennials)
 Introduction:
Begin with a quick poll: “What product did you buy last week and why?” to activate prior knowledge of personal purchasing motives. Explain that today’s lesson will uncover how businesses systematically identify customer characteristics and translate them into actionable profiles. Success will be measured by students’ ability to construct a complete consumer profile and suggest appropriate marketing‑mix elements.
Lesson Structure:
  1. Do‑Now (5’) – Students note a recent purchase and the factors influencing it; share briefly (checks prior knowledge).
  2. Mini‑lecture (10’) – Overview of customer characteristics, purposes of market research, and the five key research purposes.
  3. Group activity (15’) – Using the case study, teams select two primary research methods and outline the data they would collect.
  4. Data analysis demo (10’) – Teacher models organising survey results into demographic, psychographic and behavioural tables.
  5. Profile‑building workshop (20’) – Teams create a consumer profile for their segment, filling in age, income, lifestyle, motivations and preferred channels.
  6. Marketing‑mix link (10’) – Teams match their profile to product, price, place and promotion recommendations; share with class.
  7. Quick check (5’) – Exit ticket: one key insight about customer needs and one marketing action derived from it.
Conclusion:
Summarise how accurate customer profiling reduces market risk and guides strategic decisions. Students complete an exit ticket summarising the most important need identified and a corresponding marketing recommendation. For homework, ask them to research a real brand’s consumer profile and prepare a brief report.