A consumer profile is the set of characteristics that, based on the analysis of the variables of a market, describes the target customer. Example:
The buyer of high-end smartphones in Pelotillehue is male, single, without children, has an average age of 26 years, has an average university education of 3 years, high income, his professional career is his priority, you exercise at least 3 times a week, you are permanently connected with your friends and family on social networks, you perceive your phone as a tool that gives you status and uses it as a way of expressing that you are a modern person, connected to the technology and is at the forefront of current social movements.
The consumer profile is a tool that, among others, allows the company:
- know and understand your customers, offer them the products and services that they really demand, develop sales strategies focused on the characteristics defined in the profile, establish the channels through which you can contact potential customers, more effectively identify your competitors.
Some of the characteristics of the consumer profile, which must be determined through consumer research and purchase analysis, are:
- Demographic characteristics. People can be described based on their physical characteristics (age, sex, etc.), their social characteristics (marital status, social class, etc.), or their economic characteristics (income, education, employment, etc.). Lifestyle. It refers to the general pattern of a person's life, including how they spend their time, energy, and money. Motivations. It is the purpose that a customer has when purchasing a product or service. Such reasons are: physiological, security, belonging, self-esteem and personal fulfillment. Personality. Enduring tendencies of an individual's reaction. Values. They are the result of the consumer's interaction with the environment in which they have lived. They are very important feelings about how good or bad it is to do an activity or achieve a goal. Beliefs and attitudes. Thanks to their own or other people's experiences, the individual will develop opinions or judgments that they consider to be true, which are called beliefs. Attitudes are feelings of liking or disliking something. Perception. It is the process by which information from the environment is captured, interpreted and remembered. It is one of the reasons why people react differently to a stimulus. Learning. It refers to the changes that occur, through experience, in what consumers believe, their attitudes and behaviors. Consumers can learn in three ways: rewarded by experience, by repeated association, and by discernment.
