Burberry Consumer Profile Report
1.0 Introduction
Consumer Behaviour is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences’ Solomon, M.R (2002)p5
2.0 The Consumer
2.1 Demographic Characteristics
Characteristics of consumer markets based on demographics include differences in factors such as gender, age range, marital status, education, occupation and income level. We look at these characteristics as they are the elements of a potential customer’s life that can influence customer’s behaviour before, during and after making a purchase. The target market for Burberry’s women’s wear is typically a young professional female, aged between 25 and 30 with a high level of disposable income. The NRS Social grade states that young professionals who fall into social grades A and B earn a salary of thirty thousand pounds or more per annum (see figure 1), allowing them to have a high level of expenditure, which is supported by the graph shown in appendix A. Having an income this high would suggest that these young professionals have completed their higher education to a degree level, or even to the level of a masters or PhD (appendix B). The professionalism of Burberry’s target market is expressed through the garments they sell, with a large collection of tailored pieces on offer to cater to the consumers needs (appendix C).
2.2 Geographic Characteristics
The geographic characteristics of a consumer do not just focus on where the consumer lives, but also the type of house they live in and their neighbourhood, as well as where they shop. Having this information about the consumer will allow a further insight into the kind of lifestyle an individual has. Statistics show that the the social grade and income of an individual effects the size of the house they live in, and typically the higher social grades and incomes will have a larger property (appendices D and E). The young professionals that Burberry targets tend to own
Consumer Behaviour is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences’ Solomon, M.R (2002)p5
2.0 The Consumer
2.1 Demographic Characteristics
Characteristics of consumer markets based on demographics include differences in factors such as gender, age range, marital status, education, occupation and income level. We look at these characteristics as they are the elements of a potential customer’s life that can influence customer’s behaviour before, during and after making a purchase. The target market for Burberry’s women’s wear is typically a young professional female, aged between 25 and 30 with a high level of disposable income. The NRS Social grade states that young professionals who fall into social grades A and B earn a salary of thirty thousand pounds or more per annum (see figure 1), allowing them to have a high level of expenditure, which is supported by the graph shown in appendix A. Having an income this high would suggest that these young professionals have completed their higher education to a degree level, or even to the level of a masters or PhD (appendix B). The professionalism of Burberry’s target market is expressed through the garments they sell, with a large collection of tailored pieces on offer to cater to the consumers needs (appendix C).
2.2 Geographic Characteristics
The geographic characteristics of a consumer do not just focus on where the consumer lives, but also the type of house they live in and their neighbourhood, as well as where they shop. Having this information about the consumer will allow a further insight into the kind of lifestyle an individual has. Statistics show that the the social grade and income of an individual effects the size of the house they live in, and typically the higher social grades and incomes will have a larger property (appendices D and E). The young professionals that Burberry targets tend to own