Consumer Profile

A system of measuring consumers' beliefs, opinions, and interests

A way of profiling consumers on the way they "think"

Religious beliefs, lifestyle, musical tastes, attitudes toward health, personality traits, other attitudes, etc.

Less obvious than demographics

They are much harder to measure, yet they are vital in creating an effective customer profile

How frequently they use a specific type of product

Heavy-user, medium-user, light-user, or non-user

Attempt to create brand loyalty in Heavy-user category

Non-users categorized into two categories

1. Entering product category for first time - need to be attracted
2. Those who do not plan on using products in the category - need to change their attitudes

Age

Gender

Family Life Cycle

Income Level

Ethnicity and Culture

A system of measuring "where" consumers live

Do your customers live:

In a rural, urban, or suburban area?

Also can be "pockets" or concentrations of people in certain places

Own tractors - rural Canada
Eat Indian Cuisine - focus on areas of high Indian population
Like the Toronto Raptors - focus on urban/suburban GTA