MKT 8035 WORKSHEET # 5 Target Market

TEAM # _________
SEC # ____________

Use the Target Market Profile Sheet to stimulate discussion among all group members. Some
categories may not be important valid, etc. Use n/a where applicable.

DEMOGRAPHICS

Age
Gender

Ethnic background

Education

Occupation/job title

Income (range)

Marital status

Household status
(rent home, rent apt. own home,
etc.)
Household composition
(kids at home, grandparents at
home, empty nesters, other
dependents, etc.)

PSYCHOGRAPHICS

Lifestyles/Attitudes
• Can be based on attitudes,
income, occupation, music,
recreation, etc.
• Reference Maslow’s
triangle self-concepts
• Some examples:
• Health nut
• Affluent
• “Tree hugger”
• Goth
• New Age
• Idealistic
• Value safety first
• Brand-conscious
Activities
 • Some examples:
• Running
• Hiking
• Travelling
• Sailing
• Other
Opinions
(strong opinions on)
 Some examples:
o Politics
o Environment
o Social issues
o Other
Interests
• Some examples:
• Music
• TV shows
• Movies
• Radio stations
• Internet sites
• Hobbies

GEOGRAPHICS

Country

Province/State/Region
Urban/Suburban/Rural

Neighbourhood
(e.g. newly gentrified area, old
established affluent
neighbourhood, etc.)

BEHAVIOUR RESPONSE

Occasion for Use

Benefits Sought

Usage Rate

Degree of Loyalty