The Consumer Profile

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The Consumer Profile

Product Use

how frequency they use a type of product

non user

those who do not plan or using products- need to change attitude

entering product category for the first time -need to be attracted

light user

attempt to convert into heavy user

medium user

attempt to covert into heavy user

heavy user

attempt to create brand loyalty

geographic

"pockets" or concentrations of people in certain place

Toronto Raptors - focous on urban/suburban GTA

own tractors-rural Canada

rural, urban,suburban

definition :a system of measuring "where"consumers live

psychographics

less obvious than demographic

vital in creating an effective consumer profile

much harder to measure

a way of profiling consumers' on the way they ''think''

ex:religion belief, lifestyles, musical taste

definition:a system of measuring consumers' belief, interests, and opinion

Demografic

ex: age, gender, family life cycle, in come level, ethnicity and culture

age

mature market

retie and be able to spend money on themselves

very high dispose income

fastest growing in Canada

establishment

dispose income increasing

children living home

earning maximum salary

reaching career plateaus

40-55

family formation

making purchase decisions for other family members

major life decisions being made

25-40

post secondary

begin to make personal decisions that will become habitual and also develop brand loyalty

begin to live a single life

20-25

youth market

money from part time work become disposable income

rely on gatekeepers for financial support

16-19

allowance customers

gatekeepers still responsible

begin to make buying decisions

doesn't have regular income

10-15

pre customers

appeal both customers and consumers

children and gatekeepers

0-9

definition:study of obvious characteristics that categorize people