CH.

12 PRIZM Application Assignment

Lexi Maxwell
11/05/2023

Assigned State: Utah

Largest Zip code selected: 84015 / Clearfield

1. What is the demographic profile of consumers in your zip code?

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As per the results, 84015 zip code has wide-ranging household incomes with those in
the $15,000 - $500,000 being the majority followed by households in the $50,000 to
$100,000 range. There are significant percentages of households in the under $50,000
to $75,000 range accounting for close to percent of the households.

In terms of the composition of the households in the zip code, the majority of
households are “married, with children” and the number of people in the household is
“3-Person”.

With respect to the ages of the population in the zip code, it ranges from “0-4” to “65+”.
The median range from the zip code would be from “35-44”.

Lastly, the racial/ethnic make-up of the zip code includes “2+ Races”, “Asian”, “Black/Af
Amer”, “Some other race”, or “White”. With the majority of the make-up being “White”
and also identifying as “Not Hisp/Lat”.

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2. What consumer segments were identified in the results for each location? List
any three of them.

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The three consumer segments I selected from the zip code are 30 Pools & Patios, 16
Beltway Boomers, and 61 Second City Generations.

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3. For each of the 3 selected consumer segments provide information about their
lifestyles.

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The 30 Pools & Patios segment mostly consists of households with kids and tends to be
upper midscale.

The 16 Beltway Boomers mostly consist of a middle age family mix and it also includes
the upscale aspect.

On the other hand, the 61 Second City Startups consist of a lower income and younger
family mix.

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4. What products/services are each of the segments likely to purchase?

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For the 30 Pools & Patios segment, the segment consists of suburban living with
backyard pools. Many of the residents are professionals and managers. Also, they
enjoy shopping online and using Google Pay. For the US, the segment's age ranges
from 25-44, mostly homeowners, and they have upper midscale income. Also, they
enjoy eating at Wingstop, planning theme park vacations, and attending marathons.
Brand recognition is relevant to this segment because this age range cares more
about owning brand name items compared to the others. These individuals can afford
brand named items and knowing that they want to stay relevant is a good way that
marketers could attract these individuals. Other stores and restaurants that the 30
Pools & Patios segment would enjoy include any fast food chains like Dominos and
Chili’s. Stores that this segment would shop at would be Target and Gap. Some
examples of products that these individuals would purchase would be iPhones, clothing
for kids, and home appliances.

For the 16 Beltway Boomers segment, the segment in the zip code consists of the “baby
boomer” generation. These members are watching their homes turn into empty nests
and preparing for retirement. The Beltway Boomer enjoys going out to eat for dinner,
reading newspapers, and shopping for business attire. For the US, the segment’s age
range is 55 and above and most of them are homeowners. Some lifestyle and media
traits that are common between them are attending ACC sport events, watching
National Geographic, and visiting the Caribbean. Interdependent self-concept is a
concept that this segment is focused on. They focus on their relationships, loved ones,
and friends. Marketers can focus on this group by remembering that these individuals
are above the age of 55 and they mostly focus on family. Overspending for loved ones
and grandchildren is something that can benefit marketers and companies. Products
that would be purchased by this segment would include suitcases, hearing aids,
health/safety items, and toys for grandchildren.

For the 61 Second City Startups segment, the segment is considered the “low income
younger family mix”. In the zip code, these households are usually multi-generational.
These households are often bilingual. The parents or grandparents in the household
often use prepaid cell phones and often shop at stores like Burlington. For the US, the
segment’s age range is from 25-44. The demographics for this segment consists of a
mixture of their age, education, occupation, family structure, and ethnic background.
Understanding the demographics of this segment allows marketers to create
advertisements targeting these consumers. Most of the parents are only high school
graduates and they rent their homes. Some lifestyle and media traits include eating at
Church’s Chicken, watching Cartoon Network, and planning to get married. After
understanding the demographic of 61 Second City Startups better, marketers would
know they would need to market their advertisements as “cost” friendly or “family”
friendly. Individuals in this segment would shop for groceries possibly at Walmart. Other
restaurants that this segment would enjoy are Subway, KFC, and McDonald’s. Products
that this segment would purchase would be flip phones and basic necessities like food
and clothing, compared to the other segments and their larger spending opportunities.

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5. The three concepts from Chapter 12 that apply to this analysis are…

A. Brand Recognition, This concept explains the type of lifestyle people in the 30 Pools &
Patios segment have.
B. Interdependent Self-Concept, This concept explains the type of lifestyle people in the
16 Beltway Boomers segment have.
C. Demographics, This concept explains the type of lifestyle people in the 61 Second City
Startup segment have.

The concepts are included in question four and they relate back to each segment that is listed
above.

Households by Income:
Household Corporation:

Population by age:

Population by Race & Ethnicity: