Final - Customer Analysis Geographic Segmentation o See the...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Customer Analysis Geographic Segmentation o See the Excel chart o Canada’s population is 31.6 millions o The biggest province is Ontario (12.6 millions), followed by Quebec (7.6 millions), British Columbia (4.3 millions), and Alberta (3.3millions) Demographic Segmentation Segmenting by Gender o Male and Female ratio (1:1) are almost the same in every age group (Excel Chart) Segmenting by Age o There are three age groups, and the people age from 14 to 64 accounts for 70% of the whole population (Excel chart) 1. Students o Age 18-29, split between male and female o Value creativeness and like technology o Stay in residence or off-campus houses or with their parents o Work part-time, 50% are employed during the academic year 1 o Use public transportation o Like convenient food and dine out o Have over $6,000 of annual income o Purchase food, clothes, technology products, and entertainment 2 o Shopping is the number one hobby 3 o Anti-brand, believe in good quality, like to be paid attention to 4 o Friends are important to them, products have short life cycles, and diversity is embraced o With higher education, they will have higher incomes after entering the workforce; hence, increase the purchase power 1 http://www.campusplus.com/market-pss.aspx , November 13, 2006 2 “Red Light Web,” Marketing, September 9, 2002, p. 26. 3 Eve Lazarus, “Caboodles Rules,” Marketing, January 20, 2003, p. 9. 4 Beckey Ebenkamp, “Youth Shall Be Served,” Brandweek, June 24, 2002, p.21.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
o On average, 13 percent of students reported at least sometimes going to bed hungry because of lack of food at home 5 5 http://www.phac-aspc.gc.ca/dca-dea/publications/hbsc-2004/hbsc_summary_e.html , November 13, 2006
Background image of page 2
o Three types of schools they go to: college (38%), vocational school (12%), and university (50%) o Population of young adults going to the university are increasing by 22.7% for undergraduate and 26.7% for graduate studies 6 (Figure # ) 7 o Foreign students made up 7% of the Canada’s university population, and most of them are Asian o 2.4 million students of market size, 1.8 million is speaking English, 75% is full- time, 83% are single, 95% has no dependents, 65% not from the same towns or cities as a school 8 2. Working group Median total income, by family type, by province and territory (All census families) 9 2000 2001 2002 2003 2004
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 7

Final - Customer Analysis Geographic Segmentation o See the...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online