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Danielle Veesaert

Backpacks
The target market for a backpack includes students, from preschool through university level
education, as well as people who are on the go and might like to carry several items
conveniently. In addition this could include people who like to hike or camp and need to own a
hiking backpack that can hold all of their supplies.
 How old are they? The target market for this product is between the ages of four years
old through late nineties. This group is so large because of the broad range of uses for a
backpack and the several different types of backpacks that are made. As previously
mentioned, for the younger end of the age group through late twenties the backpacks
are intended for school use, travel, or hiking, while the upper end of the age group is
designated for parents/grandparents/great-grandparents of schoolchildren and more
hikers and travelers.
 What gender are they? The targeted gender for this product is all genders, as this is a
product that can easily be useful to any gender. However, each different design of
backpack might reflect different characteristics that cater to a specific gender, whether
that is color, logos, amount of pockets or accessories.
 Where do they live? The consumers that purchase backpacks could live in suburbs,
cities, or in more rural areas, once again reflecting the different uses of a backpack. In
the suburbs the backpacks could be used for school, hiking, or as a bag to simply carry
one’s belongings. In urban areas a backpack could be used for school purposes or for
carrying several personal belongings to and from work or leisure activities. Finally, in
rural areas this item could be utilized for school, once again, or for hiking activities.
 What is their family structure? The family structure of backpack consumers covers a
wide range of types, from several children , single individuals living alone, young couples
with no children, or the traditional family with several children and extended family
living in the home. Families with several or single children would be interested in a
backpack for the children to bring to school and possibly for hiking or business purposes
for the parents. The extended family as well might have grandparents purchasing a
backpack for a young child for school. Lastly, the individual living alone or the young
couples with no children could be purchasing a backpack for school, hiking, or for
business purposes.
 What is their income? The income for this target market ranges quite broadly, as do the
many other categories associated with this product. A young university student’s
income could be less than $20,000 a year, while an individual who purchases a backpack
for their personal belongings or for travel could earn millions of dollars a year. The
purpose and the design of the backpack would further determine the specific income
range.
 What do they do for a living? The younger demographic would be full-time students,
then the late twenties through early forties could be parents with a professional life,
full-time travelers or adventurers, or grandparents of young children.
 What is their lifestyle like? The lifestyle of this target market could include attending
school, working part or full time, with the younger twenties mostly working part time,
they could travel frequently, or they could be retired.
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 How do they spend their spare time? Younger school children will likely play with their
friends and family members. Meanwhile older university students will study, work part
time, participate in organizations, travel, hike, and watch television or movies. The
middle of the age range would most likely have similar free-time activities as university
students however they most likely work full time and might have more income to enjoy
leisure activities like shopping or going to the movies or traveling. Lastly, the older
demographic would be interested in spending time with their grandchildren, shopping,
watching television and movies, and possibly participating in clubs or organizations.
 What motivates them? This target market is motivated by school, work, adventure and
travel, and pleasing their grandchildren. Their motivations can be seen through their
free-time activities as well as their differing lifestyles.
 What is the size of your target market? This target market is rather large. Probably close
to 200 or 300 million, as this product is something that could be seen as valuable to
people across the globe and with such a broad age range.

Pet Care Accessories


The target market for pet care accessories includes individuals who own pets, veterinarians,
and friends and family of people who own pets and people who need service animals.
 How old are they? The age range for this target market is 16-late nineties. Teenagers
who have a family pet might be interested in purchasing additional items for their pet
that the parents might not want to spend their money on, but they need an income to
do so, therefore 16 would be the earliest an individual might consider purchasing these
items. From there on the target market could include young adults who own pets, or
who have friends that own pets, to parents and grandparents who own or want to
provide for another’s pet and veterinarians wanting to provide items for their clients.
 What gender are they? The target market’s gender for pet care accessories includes all
genders as any gender can own or could know someone who owns a pet.
 Where do they live? Individual in this target market could live in more rural areas and
purchase several pet care accessories as they might have many pets. Or they could live
in the suburbs and have a family with a family pet or a grandparent or older individual
living in the suburbs with a pet. Lastly, they could live in an urban area and have a pet,
even living in an apartment.
 What is their family structure? The family structure for this target market includes
young adults with no children, young couples, small and larger families, as well as older
individuals who are married or widowed. Many college-aged individuals own pets as
well as young couples might get a pet before they have a child to test their
responsibility. Both small and larger families could have family pets or could know an
individual who owns a pet and might want to provide for that pet. Individuals who need
the assistance of a service animal would also need these products. Lastly, older
individuals could be providing for their children’s family pets or their own pets.
 What is their income? The consumers in this target market could have incomes ranging
from $10,000 a year to several million dollars a year. The lower end of the range coming
from teenagers and young adults who have part time jobs while still in school, while the
Danielle Veesaert

upper end of the range could include families, veterinarians and young business
professionals.
 What do they do for a living? The younger age group would be full-time students
possibly with part-time jobs, the young couples could have full-time positions as well as
the couples with children who most likely work full-time. The older demographic could
be retired or still working a full-time job.
 What is their lifestyle like? The lifestyles of the target market for Pet Care Accessories
includes attending school for the younger individuals while also potentially working part
or full-time. The mid-range ages work full-time as well as spend time with their family or
friends and travel, and the older demographic spends time with their friends and
children and grandchildren, and they also could travel.
 How do they like to spend their spare time? Individuals in this target market would be
interested in activities such as spending time with friends, playing with their pet,
traveling, going for walks or runs with their dog, shopping, eating out, and going to the
movies.
 What motivates them? Many of the consumers interested in Pet Care Accessories are
motivated by their school work or career as well as many of their passions they pursue
during their spare time. The older individuals could be motivated by their families and
wanting to be able to spend time with their support system.
 What is the size of your target market? The size of this target market is most likely 100
million individuals as this could include families, veterinarians, young adults, single
middle-aged individuals, grandparents and an older demographic and people who need
assistance from a service animal. This also includes individuals from around the world,
not just in America.