Business Tools Downloadable checklists, model business plans, forms and other documents. Our small business online advice columnist. CCH Online Store Books on small business topics. Free E-mail Newsletter Monthly updates on developments affecting small businesses. If your customers are primarily the ultimate consumers or end users of your product or service, identification is generally done in terms of demographic and lifestyle factors.
Demographics are tangible, measurable facts that distinguish one group of people from another.
For example, heavy coffee, liquor, and tobacco users are not easily identified with demographic information. They may be found in any age group or socio-economic category. However, lifestyle analysis shows high correlation with certain characteristics, including media habits, recreational pursuits, social interaction patterns, music, and other attributes. If you can identify these, you can make your promotions or advertising more appealing to these target buyers. All Rights Reserved.