Burberry Consumer Profile Report

Powerful Essays
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

You May Also Find These Documents Helpful

  • Good Essays

    Burberry Company Profile

    • 1186 Words
    • 5 Pages

    1.1 INTRODUCTION We are required to do report on SWOT analysis based on company that we choice which will be covered the internal strengths and weakness and the external opportunities and threats. The company that I choice is Burberry Company. The type of Burberry Company is Public Company. Burberry is under Fashion industry. The founders of Burberry brand is Thomas Burberry. The headquarters of Burberry company is at London, England. Area that Burberry served is worldwide. The key people of this…

    • 1186 Words
    • 5 Pages
    Good Essays
  • Satisfactory Essays

    Promotion A consumer profile report for a specific retailer or brand discussing how the brand/retailer utilises fashion promotion methods and principles to influence their target consumer. The report should be 2500 words, (excluding tables, reference page and appendices). The report layout should be professionally presented with numbered headings and subheadings, page numbers and should include relevant headers and footers. The report should be written in the third person with no…

    • 438 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    country report on burberry

    • 4143 Words
    • 17 Pages

    Country Report on BRAND MANAGEMENT OF BURBERRY By Abhinav Goyal A0102211183 MBA-M&S Class of 2013 Under the Supervision of Dr. Ashish S. Noel Department of Finance, Amity Business School In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration ( SAP ) At AMITY GLOBAL BUSINESS SCHOOL LONDON DECLARATION I declare , (a)That the work presented for assessment in this Country Report, Amity SAP London is my own, that it has not…

    • 4143 Words
    • 17 Pages
    Powerful Essays
  • Good Essays

    Burberry

    • 693 Words
    • 3 Pages

    Burberry case http://laurenmjacobson.wordpress.com/case-studies/burberry-case-study/ TARGET Who is Burberry’s target customer? Burberry’s target customer is someone who wants luxury while being functional. The brand’s point of difference with other luxury brands is that they could be luxury, aspirational, and functional. Burberry decided they were going to reach these customers from Bravo identifying their niche betweens labels of Polo Ralph Lauren and Giorgio Armani on the apparel side…

    • 693 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Burberry

    • 803 Words
    • 3 Pages

    Burberry Burberry has positioned itself well among its competitors as a result of focusing on “functional luxury”. By augmenting its product line to include both fashion and continuity products, Burberry can meet the needs of a wider range of customers. The fashion component addresses the latest trends while continuity products maintain the integrity of the timeless and very classic Burberry “feel”. While many of its competitors do offer a complete product line of apparel and accessories, some…

    • 803 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Overview Burberry is a luxury brand founded in Basingstoke, Hampshire, in 1856 by Thomas Burberry as a family business. In 2002, Burberry became a public company led by Angela Ahrendts. The company operates 260 retail stores and in high-end luxury department stores worldwide. The brand has two headquarters locations in London and New York City. Growth Profile The Burberry brand is offered in North America, Europe, Asia Pacific, and South America. In 2006, Burberry had sales of $1292.3 million…

    • 700 Words
    • 3 Pages
    Powerful Essays
  • Powerful Essays

    Burberry Plc Research Report

    • 5076 Words
    • 21 Pages

    Burberry PLC Equity Research Report Applied Financial Research Weihan Wong CID 00607866 August 2010 Client Specification The client is either a retail or institutional investor seeking to gain an in-depth insight into the profile, valuation, price, risks and growth potential of the equity of the specified company Burberry PLC. The client would expect an analysis of the firm’s business activities, its strategy and its future growth drivers. He would also expect a detailed analysis of the firm’s…

    • 5076 Words
    • 21 Pages
    Powerful Essays
  • Good Essays

    Burberry

    • 1079 Words
    • 5 Pages

    1. Introduction 1.1 Burberry was founded in 1856; originally focusing on producing ‘innovative functional outwear.’ Over the years Burberry has adapted to changing trends and tastes to suit the consumers wants and needs. Additionally the extension of their product portfolio, for example their perfume and accessories range, is a response to competition from leading brands such as Ralph Lauren and others. Burberry set out to create a luxury, premium brand image, however in recent years in Britain…

    • 1079 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Burberry

    • 493 Words
    • 2 Pages

    Burberry Introduction Burberry is a UK fashion brand that under the helm of creative director Christopher Bailey has defied the recessions in both the UK and US and global spending slowdowns to become one of the top 100 most valuable brands in the world with a vast product range, and an impressive portfolio of worldwide stores. In 2012 it ranked 51st in the FTSE 100 and had a market capitalisation of over 6.5 billion. Burberry’s main competitors are Armani, Coach, Polo and Gucci, their positioning…

    • 493 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Burberry

    • 1247 Words
    • 5 Pages

    When it comes to Burberry, it is widely believed that this brand is extremely well-known. Burberry is a great corporation with a glorious history. It was established in a small town named Basingstoke in UK by a twenty-one-year-old boy. At the very beginning it was just a small-scale tailor shop. By the year 1870, that tailor shop had grown to a large-scale general merchandise store because of its creation and high-quality products. An important year for Burberry was 1891, when the firm was formally…

    • 1247 Words
    • 5 Pages
    Good Essays