RaayBan proposal
Primary Target Audience
We used both primary and secondary methods of research to determine the correct target market based on demographic, psychographic and behaviouristic qualities. We also used the VALS (values, attitudes and lifestyles) test to describe personality characteristics that relate to purchase behaviour of our prospective buyers.
Demographic
Ray Ban’s primary target is men and women between the age of 18 and 34, who have enough discretionary income to purchase Ray Ban products. In terms of ethnicity, the target market encompasses White, African American and Asian population. W plan to target people who live in areas that are often exposed to the sun, wear sunglasses often and like to listen to music wherever they go. These areas include beaches along the coastal lines of Australia.
Psychographic (attitudes, values, lifestyles)
The men and women in our target market share common qualities that make them important prospective buyers. When making decisions, they often make purchases to reflect their attitudes, values and lifestyles. Our target is comprised of adults who value an active lifestyle and strive for success. They share a knack for the finer things in life but are realistic in their decisions
Behaviouristic
No matter how diverse our target market is, we can conclude that the people who comprise the target market put a strong emphasis on individuality and self expression. The majority of our target market is employed either part time or full time but still has time for leisure whether it is with friends, family or co-workers.
Secondary Target Audience
We have identified adults, ages 45-65 as the secondary target market. Ray Ban is a brand that appeals to many generations and ultimately characterizes themselves as a brand with something for everyone. We believe that this age group is an ideal secondary target audience. The Ray Ban brand was created during the late 1930’s and therefore it was a relatively new brand when this age group
We used both primary and secondary methods of research to determine the correct target market based on demographic, psychographic and behaviouristic qualities. We also used the VALS (values, attitudes and lifestyles) test to describe personality characteristics that relate to purchase behaviour of our prospective buyers.
Demographic
Ray Ban’s primary target is men and women between the age of 18 and 34, who have enough discretionary income to purchase Ray Ban products. In terms of ethnicity, the target market encompasses White, African American and Asian population. W plan to target people who live in areas that are often exposed to the sun, wear sunglasses often and like to listen to music wherever they go. These areas include beaches along the coastal lines of Australia.
Psychographic (attitudes, values, lifestyles)
The men and women in our target market share common qualities that make them important prospective buyers. When making decisions, they often make purchases to reflect their attitudes, values and lifestyles. Our target is comprised of adults who value an active lifestyle and strive for success. They share a knack for the finer things in life but are realistic in their decisions
Behaviouristic
No matter how diverse our target market is, we can conclude that the people who comprise the target market put a strong emphasis on individuality and self expression. The majority of our target market is employed either part time or full time but still has time for leisure whether it is with friends, family or co-workers.
Secondary Target Audience
We have identified adults, ages 45-65 as the secondary target market. Ray Ban is a brand that appeals to many generations and ultimately characterizes themselves as a brand with something for everyone. We believe that this age group is an ideal secondary target audience. The Ray Ban brand was created during the late 1930’s and therefore it was a relatively new brand when this age group