4 The Baby BoomersThe most important group for most businesses in CanadaBorn after WWII ( )Soldiers come home and start familyEconomic prosperityVery 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 childrenMarried, adolescent childrenMarried, children grownSeparated, divorced, or widowed, no childrenSeparated, divorced, or widowed, small childrenSeparated, divorced, or widowed, adolescent childrenBlended 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 codeEmploymentNumber of childrenEducationProperty ownership
7 Culture/Ethnicity Crucial for a company that exports goods Ex: Wedding gowns for the Chinese marketWhite is a sign of mourningRed is a colour for celebrationAlso 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-UsersMedium-light usersHeavy UsersWhy 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 productsMarketers must create awareness of product, get them to try itEx: new mothersTrue non-usersDoes not plan to use the productMarketer 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/EthnicityPsychographicsValues, lifestyle, interests, etc.GeographicsUrban/Suburban/RuralProduct Use StatisticsHeavy user of…, medium-light user of…
13 Consumer ProfileWhat’s the consumer profile targeted by this advertisement?
14 HomeworkCreate your own consumer profileHand in Monday