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Why is a Marketer interested in:

Your Age Education Marital Status Income Occupation Type of Home Ownership Urban or Rural Living Hobbies, Interests Favourite Stores and Brands Use of Media?. Why is a Marketer interested in:. Consumer Profiles. Creating a Snapshot of your Customers!.

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Why is a Marketer interested in:

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  1. Your Age • Education • Marital Status • Income • Occupation • Type of Home Ownership • Urban or Rural Living • Hobbies, Interests • Favourite Stores and Brands • Use of Media? Why is a Marketer interested in:

  2. Consumer Profiles Creating a Snapshot of your Customers!

  3. An outline of a consumer’s or group of consumers (target market) characteristics: • demographic, geographic, psychographic and behavioural details • Typically includes characteristics such as: • age category • marital status • income level • education • Occupation • Gender • Area of residence • Purchase behavior patterns Definition: Consumer Profile

  4. Definition: Studies of a population based on factors such as age, race, gender, economic status, level of education, income level and employment, • Age ranges • Many ways to breakdown age categories • Check Stats Canada website for their breakdowns • Gender • Income: • Disposable income and Discretionary Income • Marital status • Ethnic Background • Family size • Occupation Demographics

  5. Definition: Similarity of people who live in a certain area • geographic area you will sell to ( Local, Regional, National, Global) • rural and/or urban • housing types Geographics

  6. Definition: the study of personality, values, attitudes, interests, and lifestyles • Activities • sports • vacationing • hobbies • etc. • Attitudes/values/lifestyle: i.e., eco friendly, health conscious, religion, easy going, fun loving, serious, etc. • Much harder to measure than demographics and geographics Psychographics

  7. Definition: typical behaviours of consumers) • benefits desired by consumers • shopping patterns (frequency of purchase) • usage rate • customer loyalty Behavioural

  8. Assists in the development of the 4P’s: • Product • i.e., features, packaging, colours, warranty, etc. • Place • i.e., determine where your target market will purchase the product • Price • i.e., What can your target market afford? • Promotion • Traditional marketing methods and use of Internet, Social Media Importance and Relevance

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