The document outlines 10 concepts for analyzing consumer markets and understanding consumer behavior from beginning to end. It discusses understanding the "whys" that define consumer buys, the factors that influence purchases including internal and external stimuli, and the multi-step buying process. It also covers how attitudes and beliefs shape buying decisions, consumers' post-purchase behaviors, and how they use and dispose of products over time. The overall goal is to understand consumers fully in order to best serve their needs.