Name : ___________________________ Track & Section : ____________________

Teacher’s Name : __________________________

MODULE CODE: Pasay – ENTREP-W5-13

DEPARTMENT OF EDUCATION
SCHOOL DIVISION OF PASAY CITY

ENTREPRENEURSHIP
1nd Semester / Week 5 / Day 1

OBJECTIVE: Recognize a potential market through Marketing Analysis – Customer Profiling

What I Need to Know

What’s New

Direction: Ask your family MEMBERS TO ANSWER the data needed below.

_____________ AGE ________________

_____________ GENDER ________________

_____________ EDUCATION ______________

_____________ PROFESSION ______________

_____________ INCOME _________________

_____________ INTEREST /HOBBY _______________

COFFEE PREFERENCE
(BLACK/3IN1/FRAP)
______________ __________________

How does the profile affect the coffee preference?

_______________________________________________

________________________________________________

1
 What is It

Customer Profiling
Customer profiling is a marketing tool that businesses use to understand their customers and helps
to make better business decisions.( Harper Collins Publishers.)
It results in customer profiles which provide a description of your customers based on a set of
attributes.
You can group similar profiles by shared characteristics such as demographic, geographic,
psychographic and behavioural characteristics.

Demographics
- Is the study of obvious characteristics that categorize people
- Are the quantifiable statistics of a given population (Wikipedia)

 AGE (Millenial,Baby Boomers, X Generation)

- Would you market the same product to a baby as you would an adult?

 GENDER (Male, Female, LGBTQ+++)

- Some products are no longer exclusively marketed to one gender like cars, boxer shorts

 FAMILY LIFE CYCLE ( Single, Married, Kids, Extended/Blended family)

 INCOME LEVEL

Psychographics
- It s a system for measuring consumers’ beliefs, opinions, and interests.
- It is more challenging to measure than demographics
 RELIGIOUS BELIEFS
 MUSICAL TASTES
 LIFESTYLES
 ATTITUDE TOWARDS HEALTH
 PERSONALITY TRAITS

Geographics
- Where consumers live

 URBAN CONSUMERS
Usually live in apartments, condos, or houses with small yards
Spends on restaurants or public transportation

 RURAL CONSUMERS
Often farmers with trucks

 SUB-URBAN CONSUMERS
Typically owns a car, owns house with yards
Spends on house furnishings, gardens

Why profile your customers?

1. You will help you to recognize your customers, who they are, what they look like, their interests and
wants, characteristics, behaviour and traits.
2. You will be able to communicate with them more efficiently and effectively.
3. Allows you to deliver the precise solutions to meet your customers needs.
4. It enables you to offer products at the right locations, at the right price and deliver the right features
5. You will create positive buying experiences.

Moreover, it will help you with the following..

Distribution Methods – how to best deliver product
Advertising – helps create meaningful messages
Product Design – consumers in a target market tend to like similar designs
Media – know which media to use for promotions

If you don’t build your customer profiles, your strategy will be hit and miss and you won’t be getting a
strong return on investment for your marketing efforts.
You’ll also be giving your competition a real competitive edge because this is what savvy companies
are doing.

.
2
 What’s More

Activity 1: Who is the costumer?

Directions: Chose an advertisement in the Television/Social Media. Identify the target customer group. Explain how you
come up to your conclusion

Profile Category Profile Group Targeted Consumer/Customer

Demographics Age

Gender

Income

Family Life Cycle

Psychographics Lifestyle/Values

Geographics City/Provinces

Observation/Challenges

_________________________________________________________________________________________________
____________________________________________________________________________

INTEGRATED THE DEVELOPMENT OF THE FOLLOWING LEARNING SKILLS:

Communication, Understanding Concept
Critical Thinking: Decision making, explanation

ACTIVITY 2:
Directions: Determine the Cosumer Profiles of the following Brands using the Demographics, Psychographics and
Geographics

1. LEGO

2. LOUIE VITTON

3. ROLEX WATCH

4. COCA-COLA

5. MC DONALDS

INTEGRATED THE DEVELOPMENT OF THE FOLLOWING LEARNING SKILLS:

Communication: Understanding Concept
Critical Thinking: explanation

3
 What I Have Learned

Directions: Write the information needed on the space provided

3 important words from the lesson 2 facts you learned about Opportunity Seeking
1.____________________________ 1. _______________________________________

2. ___________________________ 2. _______________________________________

3. ___________________________

1 something you still wonder about Opportunity Seeking after

the lesson
1.____________________________________________

What I Can Do

Directions: Select an advertisement for a product or service that you think you and your family would
use. Explain how the advertising may be geared to the consumer

Profile Category Profile Group Targeted Customer

Age

Gender

Income

Family Life Cycle

Culture

Lifestyle/Value

City

Observation

Challenge

4
 Assessment
Directions: Choose the correct answer.
1. Which can be included in a customer profile
A. Demographics
B. Feedback from consumer
C. Visits made to a rival product
D. Purchase made at a rival product
2. Which is a benefit of tracing the demographic information of a consumer?
A. To send coupons to current buyers
B. To make sure consumers orders ready
C. To trace if a consumer is going to be a competition
D. To target new consumers who are similar to current consumers.
3. What is a customer profile?
A. A method to trace rivals new products
B. A technique to trace consumer purchase history with competitors
C. A technique to determine if consumers are going to competitors
D. A method to trace customer information such as trends, demographics and psychological graphics.
4. Which is NOT a benefit of Consumer Profiling?
A. You will get a strong return on investment
B. You will give your competitor an edge on your market
C. You will be able to connect with your consumers more efficiently and effectively.
D. You can provide the accurate solutions to meet your customers’ needs and wants.
5. What question would you ask if you wanted to know the demographics of your consumers?
A. Age, Gender, Income
B. Gender, Lifestyles, Religion
C. Lifestyles, Religion, Family Life Cycle
D. Values, Personality Traits, Family Life Cycle.

Prepared by:
Elizabeth R. Legaspina - KNHS
References:
https://serendipity2.com/what-is-customer-profiling/
https://www.thebalancesmb.com/consumer-profile-defining-the-ideal-customer-2296932
https://slideplayer.com/slide/9344208/