IV. Customer Analysis
This Section's Contents
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Demographic Profile of Target Market
[Company Name’s] primary target market are college students and young professionals in [Location] and its surrounding areas.
The precise demographics of the town in which our retail location resides is as follows:
| UNDERGRADUATE PROFILE | ||
|---|---|---|
| TOTAL ENROLLMENT | 25,928 | |
| GENDER | ||
| Women | 14,349 | 55% |
| Men | 11,579 | 45% |
| RACE ETHNICITY | ||
| African American / Black | 865 | 3% |
| American Indian / Alaskan Native | 108 | <1% |
| Asian / Pacific Islander | 9,968 | 38% |
| Hispanic | 3,812 | 15% |
| International | 1,075 | 4% |
| White | 8,861 | 34% |
| Race/Ethnicity unknown | 1,239 | 5% |
| GEOGRAPHIC DISTRIBUTION | ||
| California | 24,307 | 94% |
| Other US (44 states and DC) | 9 47 | 4% |
| Other Countries (63 countries) | 6 74 | 3% |
| AGE | ||
| Average age | 21 | |
| Percent of Undergrads age 25 or Older | 6% |
Customer Segmentation
We will primarily target these three customer segments:
- College Students: The establishment will be located near a major university and tailor its services and products for its target customer
- Local office workers and young professionals: Approximately 5,000 individuals work in offices within a quarter mile of our location and we expect a fair portion of these individuals to frequent the establishment from 5:00pm on.
- Local residents: Approximately 25,000 residents live near the surrounding area and a majority will frequent the establishment.
