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Consumer Profiles

Consumer Profiles. BMI3C. Demographics. Age Gender Family Life Cycle Income Culture/Ethnicity. Age. Pre-customers (0-9) Allowance customers (10-15) Youth Market (16-19) Postsecondary Market (20-25) Family Formation (25-40) Establishment (40-55) Mature Market (55+). The Baby Boomers.

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Consumer Profiles

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  1. Consumer Profiles BMI3C

  2. Demographics • Age • Gender • Family Life Cycle • Income • Culture/Ethnicity

  3. Age • Pre-customers (0-9) • Allowance customers (10-15) • Youth Market (16-19) • Postsecondary Market (20-25) • Family Formation (25-40) • Establishment (40-55) • Mature Market (55+)

  4. The Baby Boomers • The most important group for most businesses in Canada • Born after WWII (1946-1963) • Soldiers come home and start family • Economic prosperity • Very large segment of the population (1/3 of country) • Demand for products/services over time?

  5. Family Life Cycle • Single, never married • Married, no children • Married, small children • Married, adolescent children • Married, children grown • Separated, divorced, or widowed, no children • Separated, divorced, or widowed, small children • Separated, divorced, or widowed, adolescent children • Blended family, remarried with children from on or both partners’ first marriage and/or children from this partnership

  6. Income Level • How does a marketer determine your income level? • Postal code • Employment • Number of children • Education • Property ownership

  7. Culture/Ethnicity • Crucial for a company that exports goods • Ex: Wedding gowns for the Chinese market • White is a sign of mourning • Red is a colour for celebration • Also important in a multicultural society

  8. Psychographics • Beliefs, opinions, interests • Lifestyle, values, religion, taste in music, attitude towards health

  9. Geographics • Urban: within a city (i.e. downtown Ottawa) • Suburban: outside of the city core (i.e. Barrhaven, Orleans) • Rural: in the country (i.e. Osgoode township) • How do geographics affect the products/services you buy?

  10. Product Use Statistics • Non-Users • Medium-light users • Heavy Users • Why is this useful to marketers? • “upconverting” users (i.e. turn non-users into users, turn medium-light users into heavy users) • Heavy users of one product (ex: exercise equipment) would probably be a good target market for another (ex: protein shakes)

  11. Non-Users • Point-of-entry customers • Ex: car buyers, home buyers, baby products • Marketers must create awareness of product, get them to try it • Ex: new mothers • True non-users • Does not plan to use the product • Marketer must create a new value equation to convince them to become a user

  12. Recap: • Consumer profile: • Demographics • Age, Gender, Income, Family Life Cycle, Culture/Ethnicity • Psychographics • Values, lifestyle, interests, etc. • Geographics • Urban/Suburban/Rural • Product Use Statistics • Heavy user of…, medium-light user of…

  13. Consumer Profile • What’s the consumer profile targeted by this advertisement?

  14. Homework • Create your own consumer profile • Hand in Monday

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