Consumer Profile (TN & AI)

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Consumer Profile (TN & AI)

Product User

Non-users categorized into two categories

Those who do not plan on using products in the category – need to change their attitudes

Entering product category for first time – need to be attracted

Attempt to convert medium- and light-users into heavy-users

Attempt to create brand loyalty in Heavy-user category

How frequently consumers use a specific type of product

Heavy-user, medium-user, light-user, or non-user

Psychographics

Less obvious than demographics

They are much harder to measure, yet they are vital in creating an effective customer profile

A way of profiling consumers on the way they “think”

etc.

Other attitudes

Personality traits

Attitudes towards health

Musical tastes

Lifestyle

Religious beliefs

A system of measuring consumers’ beliefs, opinions, and interests.

Geographics

Also can be “pockets” or concentrations of people in certain places.

Where customers live (ie, do they live in a rural, urban, or suburban area)

A system of measuring “where” consumers live.

Demographics

Study of obvious characteristics that categorize people

Ethnicity and culture

Gender

Income level

Family life cycle

Age

0-9: Pre-customers 10-15: Allowance Customers 16-19: Youth Market 20-25: Post-secondary Market 25-40: Family Formation (nesters) 40-55: Establishment Over 55: Mature Market