Consumer Profile
Psychographics
Consumers who would like a higher brand and a richer taste in chocolate
Consumers interests and beliefs
Consumers who would want to prevent memory loss or lower their cholesterol levels
Consumers who agree with gifting someone chocolates
Product Usage
Type of User
Most people who buy chocolate are often Medium to Heavy User's.
For example, we will sell our chocolates in big packs so medium and heavy users will be more inclined to buy them.
Subtopic
Demographics
Income Level
Bonbon is usually bought by people who are in the middle class and people with low income. a 12 pack of chocolates is priced at $8, while other packages are priced at $15 and $30. This is due to the company using the Penetration Pricing method.
The method is used to help consumers create brand royalty with Bonbon.
Furthermore, Bonbon is available to and marketed towards those with both middle and low income.
Age
Bonbon usually targets their chocolates towards people between the ages of 23-28.
Bonbon is more geared towards the consumer segments Family Formation and Post-Secondary. The target market is more directed towards millenials.
This is due to the fact that people within those age groups are more interested in chocolate. Our designs and chocolates also usually appeal to people of those age categories.
Gender
Stereo-typically, the product can be bought by both women and men, however, is advertised more towards women.
Advertisements
Our packaging has a lot of feminine styles and designs. We also like to have our chocolate given as gifts to others, and women are usually on the receiving end of chocolate being given as a gift.
Geographics
Ways to promote
We make it easier for consumers to have access to Bonbon chocolates. Gifting chocolate is expressing a sense of closure. Social media accounts are more into advertising our chocolates on their accounts for their followers to see. By using specific holidays, we are able to answer the question 'why our chocolate' with ease.
Belgium is the biggest country to sell chocolate. Consumers mostly buy chocolates from Belgium whether it's shipped or straight from a shop in Belgium.
