Customer Profiles
Product Use
Marketers attempt to create
loyalty in heave user catergory
Attempt to convert medium/light
users to heavy users
How frequently they use
a specfic type of product
Geographic
A system of measuring
"where" consumers live
Rural vs Suburban vs Urban
Examples: In Toronto
Chinatown, Little Italy
K-Town, etc . . .
Psychographic
A way of profiling consumers
how the way they "think"
Much harder to measure
A system of measuring consumers
beliefs, opinions and interests
Less obivous than demographics
People who share the same
lifesyle, interests and hobbies
Demograophic
Age Group
(Children, Teens, Adults)
Cultural Impact: Preferences vary by
ethnicity and culture
Consumers are segmented
into (likely buyers) and
secondary (occasional buyers)
Key Factors include age, gender,
income and cultures
Income Impact: Low, Middle High
