HOW TO UNDERSTAND THEME PARK VISITORS LEISURE PSYCHOLOGYWhy businessmen need to divide customer segment(s) to decide who is target customer group to predict consumer behavior. Nowadays, consumers are unique in themselves. A comprehensive knowledge of consumers and their consumption behavior is essential for a firm to succeed. In order to understand and predict consumption patterns and behaviors within segment(s), market research becomes essential. Why businessmen need to concern market research with consumer behavior. Each individual is unique himself/herself and needs and wants vary from person to person. Markets identify segments and target one or few of these segments and target one or few of these segments and thereby fulfil the qualifications of the marketing concept. First, marketers need to identify customer needs and wants and then, deliver product and service offering, so as to satisfy the customers more efficiently and effectively, than the competitors. Such as Disney, in order to understand and predict each visitor consumption pattern and behavior within segment(s), e.g. young, adult, old age, rich and poor segment. It seems Disney has many different age, student or working people customer segments. So, market research becomes essential to assist Disney to predict what different market segment needs. Such as young age segment needs excitement, e.g. entertainment facilities to play . Otherwise, old age segment needs not excitement entertainement facilities, this old age segment needs to walk in Disney garden or go to shopping centre or sit down to watch Disney movies etc. not excitement activites to. Market research defines to gather information about market and the customers. The environment of a firm, such as Disney may be grouped as the micro and macro environment both. The micro environment firm comprises forces to close affect the firm directly. For example, the firm's internal environment, the founder/leader and whose vision and mission, clients, competitors, suppliers and channel intermediaries. The macro environment, on the other hand, companies forces in the environment that first affect the micro environment and thought that which affect the firm, in other words, which affect the firm indirectly, including the demographic factors, socio-economic factors, political factors, technological factors, cultural factors, natural factors etc.