Describe their demographic characteristics (such as age, gender, income, geographic location, marital status, education, race, etc).

Who are the Consumers?

This assignment is directly related to your Advertising Campaign Project (final project). For the final project you are required to identify your customers. According to your textbook, “To understand consumers, it helps to look at current users. The goal of the analysis is to describe consumers based on common characteristics. These characteristics can then become the target audience, or target market” (Parente & Strausbaugh-Hutchinson, 2015, p. 48).

Your task:

Based on your product choice and research, answer the following four questions about your product’s customers:

1. Describe their demographic characteristics (such as age, gender, income, geographic location, marital status, education, race, etc).

2. Describe their psychographic characteristics (such as personality, motivation, attitude, lifestyles, etc).

3. Describe their degree of product/brand usage.

4. Describe their degree of brand loyalty.

Hoover’s Database (can be found through LMU’s electronic library), IBISWorld, the National Consumer Study (published by Experian Simmons), Survey of American Consumer Study (published by GfK MRI), and many other business publications can help answer the questions.

I understand that you may not be able to find the “exact” answers to these questions. For this reason, explanations/justifications for your choices are needed to succeed at this assignment.

**Be sure to cite your sources using APA 7th edition styled in-text citations. Also include a reference list.**

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