Target Consumers

1
Target Consumers

• BDI3C

2
What is a Target Consumer?

• To be considered a customer group, people need to
  act in a similar manner.
• E.g.
• People who cook after 8 hours of work are not a
  customer group. They will behave differently
  depending on whether they have children, how many
  people they cook for, and whether they use
  prepared foods.
• Working people who minimize their use of prepared
  food and are concerned about nutrition is a
  customer group

3
Maslows Hierarchy of Needs
4
The Consumer Buying Process

• Purchase Decisions
• Product Choice
• Location Choice
• Brand Choice
• Other Choices

• Marketing Inputs
• Product
• Price
• Promotion
• Place

Consumer

• Psychological Inputs
• Culture
• Attitude
• Learning
• Perception

5
Demographic Factors

• Age
• Stage in Family Life Cycle
• Occupation Education Levels
• Economic Circumstances (Income Trends)
• Lifestyle
• Social Influence Variables
• family background/composition
• reference groups (clubs, associations, etc.)
• roles and status

6
Focus of Analysis

• What are the TRENDS?
• Median Age of Usage
• Percentage of consumers in the workforce
• Education Levels
• Income Levels
• Composition of the family
• Minority consumers as a percentage of the
  population
• How will this affect your business?

7
Six Key Factors for Evaluating Customers

• Customer Characteristics
• Number of Customers
• Ease of Finding Customers
• Spending Patterns
• Customer Value to Company
• Dollar Value of Sale
• Repeat Sales
• Ongoing Sales Support