As a hair care product demographics are hard to specify. Everyone needs to bathe and therefore our target market has a large scope. This been said our target market can be defined into 3 clear cut groups.
Low income families: This group of individuals can be any age range and any race in terms of location it can be anywhere throughout the UK. Because of recession people are been much more frugal and are trying to get a premium product for a low cost. This group of people will generally be on a low to medium income. This group of people are interested in hygiene but don’t have the money to buy expensive products.
Students: Again this group of individuals don’t have a lot of disposable income but still care about personal hygiene. This group wants to be as cleanly as possible for as cheap as possible. Family may buy hygiene products for them so they may be able to afford a slightly higher priced product but would be much more suited to something cheaper.
Middle aged people: This category is aged anywhere from 30 – 60 they are predominantly families and tend to shop more than any other demographic due to not only shopping for themselves but other members of the family be it elderly relatives their husband or children. Recent studies reveal that “approximately a third of the primary shoppers for groceries and household goods are now men” http://chiefmarketer.com/retail/news/understanding-male-grocery-shopper-0915 but this still leaves 2/3rds as women which means they make the majority of purchasing decisions. Meaning that our product should be focused more on females as they have the majority of power when it comes to purchasing decisions
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