Question

Consumer behaviour

Given product: Natural fruit chips.

Define the customer profile for the given product: on one hand, deeply describe the target based on the usual segmentation variables (demographic, geographic, and psychographic characteristics, as well as buying patterns, creditworthiness, and purchase history.) and on the other, build two different buyer personas, for example, a man and a woman, from that target.

Answer 1

For natural fruit chips the demographic will be the healthy eating young to middle aged group of people. From 25 to 45.

Based on geographic segmentation, the urban city centre citizens would buy such products with high population density as natural fruits would be expensive and in less supply. This proves as a healthy alternative.

Psychographic characteristics such as people who are and want to lead a healthy lifestyle, this will ensure a healthy environment and livelihood as they want to consume wholesome food which has natural fibres.

Buying patterns such as frequent users of healthy food. Who are able to afford as these packets are sold at a premium because of the natural and less preservatives market. Plus purchase history wherein they get discounts by buying such goods.

A man would go for premium versions as they are more able to afford it because of the wage gap plus man also needs additional health supplements to sustain muscle growth.

Whereas a woman would buy the product as and whenever the natural fruit is in scarcity. And she will opt for such products when they are competively priced.