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Understanding Consumer Profiles: A Guide to Demographics and Market Segmentation

This comprehensive guide delves into consumer profiles, focusing on key demographics like age, gender, income, family life cycle, and culture/ethnicity. It analyzes market segments such as Baby Boomers and the youth market, highlighting their unique characteristics and consumption patterns. The role of psychographics, including beliefs and lifestyle, is discussed alongside geographic considerations in urban, suburban, and rural settings. Marketers will gain insights into product use statistics, customer types, and strategies to engage non-users and enhance brand awareness.

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Understanding Consumer Profiles: A Guide to Demographics and Market Segmentation

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Presentation Transcript

  1. Consumer Profiles BMI3C

  2. Demographics • Age • Gender • Family Life Cycle • Income • Culture/Ethnicity

  3. 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+)

  4. 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?

  5. 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

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

  7. 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

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

  9. 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?

  10. 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)

  11. 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

  12. 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…

  13. Consumer Profile • What’s the consumer profile targeted by this advertisement?

  14. Homework • Create your own consumer profile • Hand in Monday

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