PART IV
CONSUMER ANALYSIS/PROFILE
Consumer analysis delves into the study of purchasing habits, preferences, and decision-making
processes, giving organizations significant insights into what motivates consumer choices. This analysis
not only assists businesses in tailoring their products and services to unique demands, but it also allows
them to improve consumer happiness and retention. Businesses may better predict consumer wants and
respond to altering market dynamics by looking at elements including demographic trends, purchasing
reasons, and cultural influences. Companies that use a methodical approach to consumer studies can
eventually acquire a competitive advantage by matching their offers with their target market's changing
expectations and preferences.
Market segmentation
Table: demographic segmentation
Variables Senior High College Employees
Students Student
Age 16-19 Yrs. Old 19-24 Yrs. Old 26-45 Yrs. Old
Gender Male and Female Male and Female Male and Female
Occupation Students Students/ Working Teachers, Call center
Students Agents and etc.
Income level Dependent Earning as a working Independent earner
student and dependent
These proposed target audiences are determined by its ages, genders, occupation and
income level. It is intended to considered in order to know them through those important details that
De-pens company must know; to easily evaluate who should we cater and be the main target audiences
of De-pens.
Table : psychographic variables
Variables Senior High College Employees
Students Students
Lifestyle patterns On-the-go-individuals On-the-go-individuals On-the-go-individuals
Personality traits Preparedness mindset Preparedness mindset independent
Interest Interested on security Interested on security Interested on security
tools tools tools
De-pens company divides possible consumer according to their psychographic variables
that includes lifestyle patterns: which is the need of the consumer based on how frequently they stayed
outside, their personal traits; which consider the consumer mindset on defense preparedness, and
Interest; consumers interest on self defense products. By this segmentation, the De-pens company can
easily determine the psychological aspect of these potential customers.
Table : behavioristic segmentation
Variables Senior High College Employees
Students Students
Loyalty Low Moderate High
Buying decision Affordable practical Reliable
At last, the De-pens company divides potential target customers according to
behavioristic segmentation. It Includes loyalty that determine whether how they value De-pens products
or they don’t value it; the lower the percentage means that they can’t stick to purchase de-pens product
due to uncertain reasons. Next is Buying Decisions. This determine and influence according to their
buying perception and financial level status. It is very vital to the company to know the preferred price of
their potential consumer, who should we cater and the affordability of the product should be provided
during business operation.
Table : consumer demographic
Variables College students
Age 18-24 years old
Education First year to fourth year students
Gender Male and Female
Income Earner and None Earner
School University of the Visayas
Since, demographic, psychographic, and behavioristic have done to examine. Among the
three potential target customers De-pens choose college students. In this Juncture, the company
determined main consumer by making consumer demographics to point out specific ages, education,
gender and income.
Target Audience
The target audience would be the students, teachers, parents, workers and staff as it is helpful in
dangerous situations. Like for the students this product can be advantageous to, students as self-defense
in dangerous situations and it is also lightweight, practical, and easy to carry. As well as, this will be
helpful for parents to help their kids feel comfortable while they aren't around. Since there is no age
restriction on our product—as long as you are 16 years of age or older—they can also utilize it for their
safety. And also, this will be helpful, convenient, and valuable for teachers. When teachers return home
at night, they can use it for self-defense. Lastly, for the employees. Those who work overtime and may
have to return home late at night might benefit greatly from this product, which can help them defend
themselves.
Market Research
After identifying the target audiences for De-Pens, the company will carry out quantitative
research at the University of the Visayas main campus. This research will involve distributing surveys to
first- to fourth-year students to gather their feedback on our product. The survey will aim to collect data
on their preferred types of pens, the accessibility of our products, their perceptions of campus safety,
and their specific needs for personal protection. By analyzing the responses, we aim to identify key
trends and preferences among the student population. This data will allow the De-Pens company to
make informed decisions regarding product features, distribution strategies, and marketing efforts,
ensuring we effectively meet the needs of our target customers.
