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  • MKT 460 Prizm Profile

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    Megha Rahman
    29 views4 pages
    The document profiles 15 consumer segments with information on their urbanicity, income, assets, technology use, age, family status, homeownership, employment, and education. The segments range from rural retirees to urban singles to affluent families in the suburbs. They differ in lifestyle, values, activities and brand preferences.

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    MKT 460 PRIZM PROFILE

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    The document profiles 15 consumer segments with information on their urbanicity, income, assets, technology use, age, family status, homeownership, employment, and education. The segments range from rural retirees to urban singles to affluent families in the suburbs. They differ in lifestyle, values, activities and brand preferences.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    29 views4 pages

    MKT 460 Prizm Profile

    Uploaded by

    Megha Rahman
    The document profiles 15 consumer segments with information on their urbanicity, income, assets, technology use, age, family status, homeownership, employment, and education. The segments range from rural retirees to urban singles to affluent families in the suburbs. They differ in lifestyle, values, activities and brand preferences.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 4

    Mayberry Villa Township Travellers Pickup Patriarchs

    •Urbanicity : Rural •Urbanicity : Town


    •Income : Upscale •Urbanicity : Town •Income : Upscale
    •Income Producing Assets : Elite •Income : Upper Midscale •Income Producing Assets : High
    •Household Technology : 4 Below •Income Producing Assets : Low •Household Technology : 3 Average
    •Household Technology : 3 Average •Age Ranges : Age 45-64
    Average
    •Age Ranges : Age <55 •Presence of Kids : Mostly w/o Kids
    •Age Ranges : Age 55+
    •Presence of Kids : Mostly w/o Kids •Presence of Kids : Family Mix •Homeownership : Mostly Owners
    •Homeownership : Homeowners •Homeownership : Homeowners •Employment Levels : Management and
    •Employment Levels : Mostly Retired •Employment Levels : Mix Professional
    •Education Levels : Graduate Plus •Education Levels : College Graduate •Education Levels : College Graduate

    • old-fashioned way of life • Family oriented


    • Prefer outdoor activities • small-town environment • Influenced by norms of masculine
    •Contributes to public radio, TV, etc. • Ambitious
    •Uses satellite internet connection • Outdoorsy culture
    •Listens to Conservative news • Brand Insistence
    Traditional Times Toolbelt Traditionalist Domestic Duos

    •Urbanicity : Town •Urbanicity : Metro Mix •Urbanicity : Metro Mix


    •Income : Upper Midscale •Income : Upper Midscale •Income : Lower Midscale
    •Income Producing Assets : Elite •Income Producing Assets : Below Avg •Income Producing Assets : Moderate
    •Household Technology : 4 Below •Household Technology : 3 Average •Household Technology : 5 Lowest
    Average •Age Ranges : Age 55+ •Age Ranges : Age 65+
    •Age Ranges : Age 65+ •Presence of Kids : Mostly w/o Kids •Presence of Kids : w/o Kids
    •Presence of Kids : w/o Kids •Homeownership : Mostly Owners •Homeownership : Mostly Owners
    •Homeownership : Mostly Owners •Employment Levels : Mix •Employment Levels : Mostly Retired
    •Employment Levels : Mostly Retired •Education Levels : Some College •Education Levels : Some College
    •Education Levels : Graduate Plus

    • easy-going
    • Active lifestyle
    •Listens to Conservative news • predictable lifestyle.
    • small-town environment
    •Shows Brand Loyalty • Ambitious • Residents like to socialize by
    • Unromantic Thrill seeker
    playing bingo, meeting with the
    local civic club, or going out to eat.
    Hometown retired Country Strong Low Rise Living

    •Urbanicity : Town •Urbanicity : Rural


    •Income : Midscale •Income : Lower Midscale •Urbanicity : Urban
    •Income Producing Assets : Low •Income Producing Assets : Below Avg •Income : Lower Midscale
    •Household Technology : 4 Below •Household Technology : 4 Below •Income Producing Assets : Below Avg
    Average Average •Household Technology : Below
    •Age Ranges : Age 55+ •Age Ranges : Age <55 Average
    •Presence of Kids : Mostly w/o Kids •Presence of Kids : Family Mix •Age Ranges : Age <55
    •Homeownership : Mostly Owners •Homeownership : Mostly Owners •Presence of Kids : Mostly w/o Kids
    •Employment Levels : Mix •Employment Levels : Mix •Homeownership : Renters
    •Education Levels : Some College •Education Levels : High School •Employment Levels : Mix
    •Education Levels : Some College

    • ethnically diverse
    •below average in their use of technology. • embrace their day-to-day lives. • single parents.
    •Have Brand Preference • They are focused on their families
    •Price senetive • and prefer hunting and country music • influenced by urban fast-paced
    environment.
    Lo tech singles Empty Nesters Fast track families

    •Urbanicity : Metro Mix •Urbanicity : Suburban


    •Income : Downscale •Income : Upper Midscale
    •Income Producing Assets : Low •Income Producing Assets : Elite
    •Household Technology : 4 Below •Household Technology : 4 Below
    Average Average
    •Age Ranges : Age 65+ •Age Ranges : Age 65+
    •Presence of Kids : Mostly w/o Kids •Presence of Kids : w/o Kids
    •Homeownership : Homeowners •Homeownership : Mostly Owners
    •Employment Levels : Mostly Retired •Employment Levels : Mostly Retired
    •Education Levels : High School •Education Levels : College Graduate

    • Upper middle class but not keen to


    switch brands
    • old-fashioned way of life • Adventurous but will not stray too far
    • Positive feeling from core values
    • Not very ambitious • Regular user

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