CWAC Business plan CWAC Business Plan Mollie Pearson | Page 73

Consumer Profile
Snapshot
Customer
Segmentation
Demographic
•22-36 year olds
•Few financial worries.
•Male and female consumers mainly millennials
•Received a higher level of education.
•Race- Consumers are racially diverse- Hispanic, African,
American, Asian, Caucasian and multiracial.
•Income will be at a higher end between £25,000 to
£50,000 due to their higher education, they will leave
university coming into higher paid jobs.
•Most ACTilennials will be single perhaps with the expec-
tation of the customers over the age of 25 plus being
newly married.
•Occupation- Online editors, marketing managers, assis-
tant buyers, counsellors, social workers, entrepreneurs,
accountants, communications managers and school
teachers. or already signed up to monthly charity contracts such
as Oxfam.
Technology- Technology savvy, high levels of social
media usage.
•Facebook- Not as widely used as twitter
•Instagram- Display of best photos- Online journal
•Snapchat- Filters and temporary existence
•Twitter- quick live updates
•WhatsApp- Short quick messaging including pictures
Behaviour
•Loyalties- Not brand loyal, will jump from brand to
brand depending on what they want and what is in stock.
•Purchasing Patterns- Mainly buy online for the discounts
and wide range. Shopping instore is considered an expe-
rience and a treat.
•Buy coffee at least twice a week often more.
•Give to charity once a month, by either sparing change Psychographics
•Lifestyle- Young, single, high disposable income, no
dependents, stepping onto housing ladder.
•Values- Quality over quantity, work hard, high value
of social time, help other less fortunate, activists and
stand up for what they believe in.
•Social Class- New Affluent Workers
•Personality- Loud, confident, brave, caring and
leaders.
Geographic
Customers will live within the Birmingham and West
Midlands area. Due to the locality of the independent
coff ee shops being in Birmingham city centre. Also,
CWAC supports local charities within Birmingham
meaning that consumers of CWAC will need to have
links with Birmingham mainly demographic links.
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