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
