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Consumer Profiles

Consumer Profiles. The Demographics. What is a consumer profile?. Marketers create profiles on consumers. Then they group them into cohorts : groups of people that share the same buying habits or other characteristics. Marketers call these groups Consumer Segments.

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Consumer Profiles

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  1. Consumer Profiles The Demographics

  2. What is a consumer profile? • Marketers create profiles on consumers. • Then they group them into cohorts: groups of people that share the same buying habits or other characteristics. • Marketers call these groups Consumer Segments. • Then these segments are divided further into primary market (most likely consumers) & secondary market (occasional consumer).

  3. How does knowledge of consumer profiles affect a marketing plan? • Distribution: • Knowing about the target market will indicate how best to deliver the product to the consumer. • Advertising Knowledge: • You can then create meaningful messages. • Product Design: • Consumers tend to like the same colours, shapes, and materials. • Media: • Knowing which media to use to best reach your audience.

  4. Demographics… the study of? • Demographics is the study of obvious characteristics that categorize people. • Age • Gender • Family life cycle • Income • Ethnicity • Culture

  5. What’s age got to do with it? • Marketers divide Canadians into six different age groupings. • These groupings reveal important characteristics about the consumers. • GO TO P. 52-3 & USE THE MIND MAP IN YOUR NOTES PACKAGE TO ORGANIZE THE GROUPS

  6. 0-9: The Pre-Costumer • 2 Markets in 1 • Children and Gatekeepers • The Children use their influence so that the gatekeepers buy the product • Gatekeepers buy the product based on safety, cost, nutrition, etc

  7. 10-15: Allowance Customers

  8. 16-19: Youth Market

  9. 20-25: Postsecondary Market

  10. 25-40: Family Formation

  11. 40-55: Establishment

  12. 55+: Mature Market

  13. Who are the Baby Boomers? • A Group of people born between 1946-63. • This group of consumers have been growing older together and dictating the market and its trends for the last 50 years. • You can thank them for: • The MiniVan • The SUV • The Colour TV

  14. How does Gender play a role? • Simply put, men need manly goods and women need feminine products. • Men: • Cologne, Ties, certain Magazines… • Women: • Dresses, skirts, high-heeled shoes…

  15. The Family Life Cycle? • The needs of a family are constantly changing as they grow…

  16. The Role of Income • Those with more disposable income are willing to buy what those without money are not. • Corn Flakes are for everyone. • Mercedes are not.

  17. How do marketers find out who has the money? • Postal Codes • Employment • Number of Children • Education • Property Ownership

  18. Ethnicity • Marketers have to understand culture. • Colour has different meanings in different cultures: • China: white is for morning, red is for weddings • Try selling a white wedding dress to China!

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