Consumer Profile
(TN & AI)
Demographics
Study of obvious characteristics that categorize people
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
Family life cycle
Income level
Gender
Ethnicity and culture
Geographics
A system of measuring “where” consumers live.
Where customers live (ie, do they live in a rural, urban, or suburban area)
Also can be “pockets” or concentrations of people in certain places.
Psychographics
A system of measuring consumers’ beliefs, opinions, and interests.
A way of profiling consumers on the way they “think”
Religious beliefs
Lifestyle
Musical tastes
Attitudes towards health
Personality traits
Other attitudes
etc.
Less obvious than demographics
They are much harder to measure, yet they are vital in creating an effective customer profile
Product User
How frequently consumers use a specific type of product
Heavy-user, medium-user, light-user, or non-user
Attempt to create brand loyalty in Heavy-user category
Attempt to convert medium- and light-users into heavy-users
Non-users categorized into two categories
Entering product category for first time – need to be attracted
Those who do not plan on using products in the category – need to change their attitudes