Consumer Profiling - Peelschools.org

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					 Demographics,
Psychographics &
  Geographics
    Divide yourselves as follows:


   Males             Females
    Divide yourselves as follows:


   Age 15 and under      Age 16 and over
    Divide yourselves as follows:


   Have a part-time job      Do not have a part-
                               time job
    Divide yourselves as follows:

   Born in Brampton      Born in Canada,
                           outside GTA




   Born in GTA           Born outside Canada
    Divide yourselves as follows:

   South Asian          Caucasian




 African-Canadian       Other
 Jamaican-Canadian
 What do the ways I just divided you have
 in common?

     They are ways consumers are profiled
      Steps in Target Marketing
1.   Segmenting the market
      •   Which segmentation form to use (e.g.,
          demographic, behavioural, etc.)?
2.   Selecting the target
      •   How many segments to target?
      •   Which ones?
3.   Positioning the product accordingly
      •   How many products to offer?
      •   Which products to which segments?
Successful Segmentation Requires
   homogeneity within a segment – all those
    within a segment are the same
   heterogeneity between segments – segments
    are different from one another
   stability of segments – segments stay the same
    over time
   segments are measurable and identifiable
   segment is large enough to be profitable and/or
    worthwhile
   CONSUMER PROFILING
What is consumer segment?
   • An identified group of consumers with common
     characteristics and buying habits.
   • Ex: youth market, moms on-the-go, healthy/active
     lifestyle

What is the difference between primary market and a
secondary market?
    • Primary: the most likely consumers
    • Ex: moms on-the-go
    • Secondary: other occasional consumers
    • Ex: students on-the-go
     CONSUMER PROFILING
Discuss 5 ways that the knowledge of consumer
profiles/target market affects marketers.
1.   Distribution Methods:
      • Indicate how best to deliver the product to the consumer
2.   Advertising:
      • Helps advertisers create meaningful messages
3.   Product Design:
      • Target likes the same colours, shapes, materials and other
         design features
4.   Media:
      • Helps marketers send promotional messages to their target
         audience (ie: facebook and MTV for teens)
5.   International Markets:
      • Indicate marketing opportunities
     CONSUMER PROFILING
                             The Consumer Market

 Demographics         Psychographics        Geographics     Product Use
                                                             Statistics

Age                  Job                  Rural        Heavy product
Gender               Interests            Urban        uses
Income               Attitudes            Suburban     Med to light
Stage in family      Beliefs                            uses
lifecycle             Opinions                           Products often
Ethnicity/ culture   Lifestyle                          fit demographic,
                      Personality traits                 psychographic
                      Hobbies                            and geographic
                      How they spend                     characteristics
                      spare time
                   Demographics
 Demography is the study of human populations
 Demographics are observable, measurable
  characteristics of a population (see chart)
 Combined to form segments
       (e.g., 20-28 year old females who earn over $35,000)

   International marketers must consider cultural
    differences before entering the market
       Ex. Colour has different meanings in different cultures
         • GREEN packaging not used in China or France
           What does Green mean in India and Ireland?
            Psychographics
 System  for measuring consumers’
 beliefs, opinions and interests
     Religious beliefs
     Tastes in music
     Lifestyle
     Attitudes towards health, personality
      traits and other PSYCHOLOGICAL factors
                 Geographics
 Where consumers live makes
  a difference in demand.
 3 main categories are:
             • Urban (downtown, big city: Toronto)
             • Suburban (Brampton)
             • Rural (farms, far from main roads)


   Also note: “Little Italy”, “Little India”,
    “Chinatown”, etc.)
   Urbanites spend money on:
       Parking
       Cultural events
       Restaurants
       Public transportation
   Suburban consumers spend money on:
       Gardens
       Barbeques
       Household
       Car/gas
   Rural inhabitants spend money on:
       Truck
       Tractors
       Farm equipment
       Riding mowers
        CONSUMER PROFILING
Product Usage
   Heavy users
       Marketers create brand loyalty through advertising,
        customer loyalty cards, push strategy
       Little copy (writing) found on advertisement
       Advertising focuses more on product
        CONSUMER PROFILING

Product Usage

   Medium to light users
       Try to convert them to heavy users
       Try to promote increase in consumption of product
       Push and pull strategy
       Price deals, contests, informative ads
       Celebrities used to sell item
        CONSUMER PROFILING
Product Usage

   Non-users
       First-time buyers (point of entry) identifies
        who will enter the category and when
        • Promote consumption of their brand
        • Demonstrate the benefits of product's use
        • Must change the consumer's habits and opinions
HEAVY USERS
NEW USERS
MEDIUM TO LIGHT USERS
MEDIUM TO LIGHT USERS
 COMMERCIAL - SAUDI ARABIA
CREATE THE CONSUMER PROFILE




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posted:3/4/2012
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