For example, a large customer base of dual income families with discretionary income may exist. If this customer base is being ignored, turn competitors' weaknesses into a business strength by expanding store hours to evenings and weekends, offering a better quality line and targeting advertising to this group. Answers to these questions help identify target markets, specific products or services and advertising efforts. Use demographic characteristics to identify customers. Demographics include age, gender, income, race, marital status, education, occupation, home ownership, number in the household and age of the home.
Customer profiles help determine if a market segment is large enough to be profitable.
All the answers may not be available. Part of the picture gives a base on which to build a marketing program and target an advertising plan. A sample customer profile for a particular product or service is shown on the next page. Once the customer profile is developed, collect information from current customers by personal interviews, telephone surveys and mail surveys. Sample people at random in a given neighborhood and use a follow-up telephone or mail survey.