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 ( )
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 True non-users
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 Psychographics Geographics
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