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Worksheet 2: Target Market Description
Describe the characteristics of the potential customers the market will serve:

 

Demographics
(number of people over 18 years old, gender ratio, type of residence, population concentrations, person per household, race/ethnic orgin, income level):

  • 12,000 + people (70%) are 18 yrs. +, with average age being 29
  • 2,500 + people (74%) are 18 yrs. +, with average age being 35
  • 50% are male, 50% are female
  • In Wolf Chase/Lionville, 74% of households own, while 26% rent
  • In Grey Fox, 86% own, while 14% rent
  • Houses valued from $50,000 - $150,000. Wolf Chase/Lionville is a more recently developed area, and Grey Fox is an older community.
  • 3.1 persons per household in Grey Fox
  • 2.7 persons per household in Wolf Chase/Lionville
  • Overall population is predominantly white (90%), (10%) black
  • 70% of household income is between $20,000 to $50,000 annually, implying a middle class population

 

Lifestyle Patterns (common interests, beliefs, values, behavior patterns)

 

  • Middle-class values throughout area
  • conservative in nature
  • Interested in healthy diets
  • Generally, like to shop at roadside stands

 

Expectations (What does the customer want?)

 

  • quality, fresh products at reasonable prices
  • nutritious food products
  • convenience

 

 

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