Documente Academic
Documente Profesional
Documente Cultură
Development
By MaiLei Meyers
What’s on the menu?
■ Demographics
■ Psychographics
■ Target Audience
Recommendations
■ Target Persona
■ Media Implications
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Demographic Categories
1 Chick-fil-A Customer Base vs. the Total U.S. Population
19.7% of the total U.S. population is a Chick-fil-A customer
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Demographic Categories Overview
65+
11% 18-24
59% of 55-64 17%
■ Age Chick-fil-A’s 13%
59%
■ Geography customers
45-54
25-34
23%
■ Education level are ages 18-
44. 17%
■ Household income 35-44
■ Parental status Age Index
19%
■ Additional Considerations
■ Gender 65+ 59 Consumers ages
■ Ethnicity 55-64 74 18-44 are 29%
45-54 96 more likely to visit
35-44 115 Chick-fil-A than
average. (129
25-34 131
combined index)
18-24 143
0 50 100 150 200
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Geography and Education Level
■ People in the South are 73% more ■ College graduates and above are 22%
likely to visit Chick-fil-0A than more likely to visit Chick-fil-A than
average (173 index). average (122 index).
■ 65% of Chick-fil-A’s customers are ■ 35.5% of Chick-fil-A’s customers
in the South. have graduated college or more.
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Household Income and Parental Status
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Demographic Creative Considerations
Black 137
Male 93
White 98
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Demographic Categories Recommendation
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2 Psychographic Categories
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Psychographic Qualities Overview
■ Spiritually Savvy
■ Weight Waverer
■ Social Shopper
■ Family-Focused
■ Nostalgic Sports Fan
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Their faith is a core part of who they are. They seek out
Spiritually Savvy organizations that reflect similar values. This is a family
ideal, crossing many generations.
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They take their meal times for granted and gain weight
Weight Waverer without realizing it from repeat unhealthy choices. They
often have a method of working it off, but don’t stress long
term.
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They have the disposable income to shop wherever they
Social Shopper please. They see shopping as an opportunity to bond with
friends and establish a social reputation.
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They are the primary caretaker of their child(ren). They take
Family Fun Planner pride in being active in their kids’ lives and enjoy finding new
experiences that make for fun memories.
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Some of their best years were spent rooting for their
Nostalgic Sports Fan collegiate athletic teams. Following sports has now
become a family-wide hobby and social opportunity.
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The Quintessential Customer
Target Persona
Tara’s days begin with prepping Zoey for school. Depending on the day, Tara heads from school drop-off to a PTA volunteer
event or the mall with friends. She squeezes in a fast lunch before jetting off to the church bible study she hosts.
She’s always online, looking for deals or tracking her family’s favorite sports teams. Tara knows her busy schedule doesn’t
allow for a quality diet, but prioritizes activities over daily meal cooking time. She treasures her friendships and the
reputation she has formed for herself and her family within their community. From Crimson Tide game days to family zoo
outings, Tara loves taking charge of life’s best moments.
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A Media Day in the Life of Tara Johnson
6 a.m.: Day Prep Lunch Evening
Tara’s day begins. She gets Zoey Tara detours to the mall to window shop for Tara picks up Zoey and they hang out at
ready for school with kids programming a few minutes. She stops wherever is home until Beau is done with work. She
on the kitchen TV during breakfast. She fastest for lunch and reads a book while turns on Nickelodeon for Zoey to watch until
follows the news using Twitter on her eating. She stops at a magazine stand and it’s time to meet Beau at the movie theatre.
home tablet. She uses music streaming buys the latest copies of Essence and Parents They see the family film, Smallfoot, where
service, Slacker, to keep herself magazines before leaving. Tara pays special attention to trailers for
entertained in the car. upcoming releases.
172
196 123
172 168 160 175 263 171
123
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Thanks!
Any questions?
Contact me:
■ meye2282@umn.edu
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