We will leverage this information to better understand whom we serve, their specific needs, and how we can better communicate with them.
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Market Demographics.
The profile of the Interior Views customer consists of the following geographic, demographic, psychographics, and behavior factors:.
Geographic.
Our immediate geographic market is the Detroit area, with a population of 168,300.
A 50-mile geographic area is in need of our products and services.
The total targeted area population is estimated at 568,800.
Demographics.
Female.
Married.
Have children, but not necessarily at home.
Have attended college.
A combined annual income in excess of $50,000.
Age range of 35 to 55 years, with a median age of 42.
Owns their home, townhouse and/or condominium valued at over $125,000.
If they work out of the home, it's by choice in a professional/business setting.
Belong to one or more business, social and/or athletic organizations, which may include:.
Downtown Athletic Club.
Grosse Point Country Club.
Junior League of Michigan.
American Business Women's Association.
We know the following regarding the profile of the typical resident of Detroit:.
67% have lived in Detroit for 7 years or more.
23% are between the ages of 35 and 44.
40% have completed some college.
24% are managers, professionals and/or owners of a business.
53% are married.
65% have no children living at home.
56% own their residence.
Psychographics:.
The appearance of her home is a priority.
Entertaining and showing her home is important.
She perceives herself as creative, tasteful and able, but seeks validation and support regarding her decorating ideas and choices.
She reads one or more of the following magazines:.
Martha Stewart Living.
Country Living.
Home.
House Beautiful.
Country Home.
Metropolitan Home.
Traditional Homes.
Victoria.
