Consumer Profiles

BMI3C

Demographics
Age Gender Family Life Cycle Income Culture/Ethnicity

Age
Pre-customers (0-9) Allowance customers (10-15) Youth Market (16-19) Postsecondary Market (20-25) Family Formation (25-40) Establishment (40-55) Mature Market (55+)

The Baby Boomers

The most important group for most businesses in Canada Born after WWII (1946-1963)
Soldiers come home and start family Economic prosperity

Very large segment of the population (1/3 of country) Demand for products/services over time?

Family Life Cycle

Single, never married Married, no children Married, small children Married, adolescent children Married, children grown Separated, divorced, or widowed, no children Separated, divorced, or widowed, small children Separated, divorced, or widowed, adolescent children Blended family, remarried with children from on or both partners first marriage and/or children from this partnership

Income Level
How does a marketer determine your income level?
Postal code Employment Number of children Education Property ownership

Culture/Ethnicity
Crucial for a company that exports goods
Ex: Wedding gowns for the Chinese market
White is a sign of mourning Red is a colour for celebration

Also important in a multicultural society

Psychographics
Beliefs, opinions, interests Lifestyle, values, religion, taste in music, attitude towards health

Geographics
Urban: within a city (i.e. downtown Ottawa) Suburban: outside of the city core (i.e. Barrhaven, Orleans) Rural: in the country (i.e. Osgoode township)

How do geographics affect the products/services you buy?

Product Use Statistics

Non-Users Medium-light users Heavy Users

Why is this useful to marketers?

upconverting users (i.e. turn non-users into users, turn medium-light users into heavy users) Heavy users of one product (ex: exercise equipment) would probably be a good target market for another (ex: protein shakes)

Non-Users
Point-of-entry customers
Ex: car buyers, home buyers, baby products Marketers must create awareness of product, get them to try it
Ex: new mothers

True non-users
Does not plan to use the product Marketer must create a new value equation to convince them to become a user

Recap:
Consumer profile: Demographics
Age, Gender, Income, Family Life Cycle, Culture/Ethnicity

Psychographics
Values, lifestyle, interests, etc.

Geographics
Urban/Suburban/Rural

Product Use Statistics

Heavy user of, medium-light user of

Consumer Profile
Whats the consumer profile targeted by this advertisement?

Homework
Create your own consumer profile
Hand in Monday