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Understanding Consumer Profiles

1. The document discusses various factors that marketers use to develop consumer profiles, including demographics, psychographics, geographics, and product use statistics. 2. It highlights that the baby boomer generation, born between 1946-1963, is an important target market in Canada as they make up about 1/3 of the population and their demand for products and services will change over time. 3. Marketers can use information like postal code, employment, education, and property ownership to determine a consumer's income level, while culture and ethnicity are important factors for companies exporting goods or operating in multicultural societies.

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Neha Apa
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160 views14 pages

Understanding Consumer Profiles

1. The document discusses various factors that marketers use to develop consumer profiles, including demographics, psychographics, geographics, and product use statistics. 2. It highlights that the baby boomer generation, born between 1946-1963, is an important target market in Canada as they make up about 1/3 of the population and their demand for products and services will change over time. 3. Marketers can use information like postal code, employment, education, and property ownership to determine a consumer's income level, while culture and ethnicity are important factors for companies exporting goods or operating in multicultural societies.

Uploaded by

Neha Apa
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

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


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?

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

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

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

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

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?

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)

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

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

Consumer Profile
Whats the consumer profile targeted by this advertisement?

Homework
Create your own consumer profile
Hand in Monday

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