Demographic and Psychographic Data. Porterville College 3/24/2014

Transcription

1 Demographic and Psychographic Data Porterville College 3/24/2014

2 Largest Provider & Expert in Retail Business Intelligence Solutions 19 Years Experience 250 Databases, including Household Data on 133 million households Immense Demographic, Psychographic, Behavioral & Financial data International Capabilities - 26 Countries Unparalleled Customer Insights Drive Better Decisions Helping Advance get more dollars out of existing customers Efficiently & Effectively find new ones Retail Experience Actionable Solutions & First-Class Customer Service

3 Purpose To identify core consumers the market trade area, understand leakage/surplus, understand complementary retail uses, and become a proactive partner to local businesses Application City focuses resources on helping local business owners make strategic merchandising, complement the current retail climate, and better understand the market trade area s consumers.

4 Psychographic Data Information about a person s: Values Attitudes Interests Personality traits Lifestyles Builds a profile about how a person views the world, the things that interest them and what triggers motivate them to action. Demographic Data Information about a population s: Age Gender Ethnicity Income Education Location Employment Status

5 Information Gathering Segmenta)on Credit Cards Reward Cards Subscrip)ons Mail Order Warranty Cards Motor Vehicle Informa)on Telechecks

6 10 Minute Drive Time

7 Secondary Trade Area

8 Define Your Trade Area 5 Mile Ring 10 Min. Drive Time Secondary Trade Area Popula)on 72,887 69, ,355 Retail Poten)al $492,706,672 $467,902,405 $992,453,508 Foodservice & Drinking Places Sales $22,223,092 $21,436,821 $65,708,596

9 10 Minute Drive Time Secondary Trade Area Popula)on 68, ,355 Total Households 19,946 32,277 Male 49.6% 50.2% Female 50.3% 49.7% Median Age Median Household Income $39,684 $35,751 Average Household Income $53,838 $51,133 Associates Degree 7.4% 7.1% Bachelor s Degree 8.2% 7.1% Graduate Degree 3.8% 3.5%

10 Na)onal Household Level Data Market Geographic Zip +4 Kyle S. Hannah S Whitemarsh Rd Married Age 36 ExecuEve Job Salary of $100k Greg J. Cathy J Whitemarsh Rd Married Age 37 ExecuEve Job Salary of $100k

11 Household Level Insights Kyle S. Hannah S Whitemarsh Rd Small Town Success Shops at Target Use a Public Library RecepEve to Direct Mail Eat at Applebee s Spend $150+wk at Grocery store Liberal poliecal outlook Psychographic Greg J. Cathy J Whitemarsh Rd Status Conscious Consumer Shops at CVS Visits City Parks Eat at PF Chang s Spend $250 month on clothing Influenced by celebrity endorser ConservaEve poliecal outlook

12 Residential Profile E02: Urban Blues 20.3% J02: Latino Nuevo 17.0% B05: Second-Generation Success 13.0% F01: Steadfast Conservative 12.6% B03: Urban Commuter Families 7.1%

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14 Demographics More than three-quarters of all households in this segment are Hispanic roughly six times the U.S. average. They tend to be mostly young singles, families and single parents living in urban areas primarily in the Southwest in cities as Houston, TX, San Antonio, TX, Phoenix, AZ and Albuquerque, NM. Their schooling is modest and their unemployment rate is more than twice the national average. Those who do find work typically hold entry-level blue-collar jobs in agriculture, retail and food services. Nearly two-thirds of residents own single-family and mobile homes and the houses are older and valued at less than half the national average. Lifestyles The working-class members of Urban Blues make do with low-key lifestyles. They like to spend their free time participating in team sports including soccer, baseball, basketball, volleyball and football. These family oriented households like to keep busy around the house cooking, listening to Spanish music and entertaining friends. However, without a lot of discretionary income, their activities can be limited and even going to movies or out to dinner can be a challenge for most. Many residents like to shop for new fashion at specialty stores typically those where clerks speak Spanish but they also patronize large discount chains such as Ross Dress for Less and Payless Shoes. At the grocery store, they stock up on baby food, energy drinks, meat alternatives and cheese typically paying in cash. With little or no banking services and credit cards, Urban Blues households provide a new market opportunity for financial services and credit cards companies for tapping this underserved and underbanked consumer market. Description Media Urban Blues is dominated by Latin media. Residents tune their radios to stations that play Tejano and ranchera music. They read magazines like Urban Latino and Hispanic Magazine, along with English language titles that reflect their passion for music. They have high rates for watching broadcast television, including English language comedies and cartoons like George Lopez and King of the Hill. Urban Blues households have low Internet usage rates, but those adults who do go online like to download music and games. These consumers are more comfortable with traditional media, which they often enjoy together as a family.

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16 Retail Match Report Average Trade Area (5) Site Trade Area Retailer Porterville, CA Jaye Street & Highway 190 Total PopulaEon 68,775 68,932 Total Households 23,406 20,698 Company Dominant Segment Households 16,150 17,139

17 Understanding Porterville s Retail Potential Retail Leakage/Surplus Analysis How many dollars are leaving What stores attract outside dollars How strong is our retail sector What are our retail opportunities What are the opportunities for local retailers

18 Leakage/Surplus Index and Actual and Potential Sales by Major Store Types 10 Minute Drive Time

19 Leakage/Surplus Index and Actual and Potential Sales by Major Store Types Secondary Trade Area

20 Sub-Categories of Foodservice & Drinking Places Store Type Potential Actual Sales Surplus/Leakage Expenditures at Limited-service Eating Places 32,831,732 19,437, Expenditures at Special Foodservices 6,461, , Expenditures at Drinking Place - Alcoholic Beverages 3,102,967 1,330, Total Foodservice & Drinking Places 42,395,852 21,436, Minute Drive Time

21 Consumer Propensity Reports CPR Categories Apparel Food: Baking Home Improvement Automotive Food: Condiments Household Products Beverages: Alcoholic Food: Dairy Lawn and Garden Beverages: Non- alcoholic Food: Frozen Lifestyle Statements Cable/TV/Radio Food: General Medicines/Drugs/Ailments Cleaning Products Food: Meat Pets and Pet Food Computer/Internet Food: Snack/Dessert Print Media Dining Health and Beauty Shopping Electronics Hispanic: Spanish Media Telecom Entertainment/Leisure Hispanic: Demographic Tobacco Financial Services Home Furnishings/Appliances Reveals opportunities for local businesses Provides targeted opportunities for localized recruitment Gives prospects the ability to forecast success in your market Further define real opportunities for expansion

22 Consumer Propensity Report CATEGORY DESCRIPTION RESIDENTIAL WORKPLACE BEVERAGES - NON-ALCOHOLIC DRINKS DRINK MAUNA LAI FRUIT JUICES BEVERAGES - NON-ALCOHOLIC DRINKS DRINK TREESWEET FRUIT JUICES BEVERAGES - NON-ALCOHOLIC DRINKS DRINK CARNATION INSTANT HOT COCOA MIX BEVERAGES - NON-ALCOHOLIC DRINKS DRINK SWISS MISS INSTANT HOT COCOA MIX BEVERAGES - NON-ALCOHOLIC DRINKS DRINK BIGELOW REGULAR TEA BEVERAGES - NON-ALCOHOLIC DRINKS DRINK CELESTIAL SEASONINGS REGULAR TEA BEVERAGES - NON-ALCOHOLIC DRINKS DRINK LIPTON REGULAR TEA BEVERAGES - NON-ALCOHOLIC DRINKS USE FOLGERS GROUND COFFEE BEVERAGES - NON-ALCOHOLIC DRINKS USE MAXWELL HOUSE GROUND COFFEE BEVERAGES - NON-ALCOHOLIC DRINKS DRINK MINUTE MAID ORANGE JUICE BEVERAGES - NON-ALCOHOLIC DRINKS DRINK TROPICANA ORANGE JUICE BEVERAGES - NON-ALCOHOLIC DRINKS USE SEATTLES BEST GROUND COFFEE BEVERAGES - NON-ALCOHOLIC DRINKS DRINK OCEAN SPRAY FRUIT JUICES BEVERAGES - NON-ALCOHOLIC DRINKS DRINK MOTTS FRUIT JUICES BEVERAGES - NON-ALCOHOLIC DRINKS DRINK OTHER TROPICANA FRUIT JUICES BEVERAGES - NON-ALCOHOLIC DRINKS DRINK TROPICANA TWISTER FRUIT JUICES BEVERAGES - NON-ALCOHOLIC DRINKS DRINK V8 SPLASH (REGULAR) FRUIT JUICES BEVERAGES - NON-ALCOHOLIC DRINKS DRINK DIET V8 SPLASH FRUIT JUICES BEVERAGES - NON-ALCOHOLIC DRINKS DRINK WELCHS FRUIT JUICES BEVERAGES - NON-ALCOHOLIC DRINKS DRINK ABUELITA INSTANT HOT COCOA MIX BEVERAGES - NON-ALCOHOLIC DRINKS DRINK OVALTINE INSTANT HOT COCOA MIX BEVERAGES - NON-ALCOHOLIC DRINKS DRINK ENERGY DRINKS BEVERAGES - NON-ALCOHOLIC DRINKS DRINK RED BULL ENERGY DRINKS BEVERAGES - NON-ALCOHOLIC DRINKS DRINK S PELLEGRINO SPARKLING WATERS/SELTZERS BEVERAGES - NON-ALCOHOLIC DRINKS DRINK DASANI NON-CARB BOTTLED WATER BEVERAGES - NON-ALCOHOLIC DRINKS DRINK S PELLEGRINO NON-CARB BOTTLED WATER

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