Economic and social affiliation

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In this context, we consider characteristics such as education, standard of living, profession, position and income of the client. This will help to identify different groups of buyers and understand their interests.

Examples of consumer portraits for a children's clothing store:

Irina, 25, married, two children. Lives in us companies board of directors email list the suburbs of Chelyabinsk, works as an editor in a major publication, education — marketing. Her income is 100,000 rubles, the total family income is 250,000 rubles. Irina has a mortgaged house, is engaged in repairs and appreciates aesthetics — from the interior to books and films.

Economic and social affiliation

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Anna, 28, single, no children, but has two nephews. Lives in a rented apartment in Chelyabinsk, works as a Russian language tutor, registered as self-employed. Her income is 80,000 rubles. Anna prefers practicality in clothing.

Irina and Anna choose different models of children's clothing. Irina prefers stylish and elegant things for everyday wear, paying attention to interesting design. Anna values ​​convenience and practicality and often relies on reviews when choosing things.

These differences determine the business approach to each of them: for Irina, it is important to offer collections with an emphasis on style and aesthetics, for Anna - comfortable and proven models. This method helps to build an individual sales strategy for different types of buyers.

If the store is planning to launch an advertising campaign, it would be worth creating ads for customers like Irina about selling aesthetically pleasing children's clothing. Consumers like Anna do not need to be constantly shown ads, as they make purchases from time to time, for example, before holidays such as New Year and Christmas.

Creating a portrait of an ideal client helps to understand what aspects of the business should be paid attention to in advertising and which audience segment will be most effective for promotion.

Values ​​and Lifestyle
The description of the portrait takes into account various aspects of the personality, such as behavior, interests, values, personality traits, motives and problems that he faces. Typical reactions and actions of the client are also considered. The psychographic portrait helps to understand what factors influence the consumer's choice when buying goods or services.

Irina

She pays attention to the style and details of children's clothing, but price is not the main criterion for her when choosing. She prefers calm, muted colors and avoids too flashy shades. Among her favorite brands are Bossa Nova, Viva Baby and M&D. Irina regularly buys new clothes for her children so that they do not wear the same things.

Anna

Anna chooses children's clothing from different brands, carefully studying reviews, material composition and cost. She likes stores with promotions, for example, "2+1", where you can buy several things for your nephews at a good price. She also often makes such purchases for the holidays.

Why do you need a client portrait? Creating a psychological portrait is necessary because the analysis of such features allows you to understand the needs of different target audience groups in more detail.

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Examples of customer profiles
It is not easy to rely only on theoretical knowledge in your work. Therefore, let us consider several examples compiled on the basis of the previously proposed characteristics. Each of these portraits of the company's clients represents a certain image. This will help entrepreneurs and marketers better understand how to analyze the obtained data.

Example 1: Buyers of weight loss cereals
Name: Anna Petrovna, 43 years old.

Place of residence: Samara.

Marital status and children: married, two teenage children.

Field of activity and income: works in the financial sector, income is 50,000 rubles per month.

Position and difficulties: Chief accountant. The job does not involve physical activity, takes up to 12 hours a day, sometimes longer.

Problems, desires and motivation: Anna does not have time to eat right because of her busy workday. She orders food to the office, which leads to extra pounds. Physical exercise on weekends does not give the desired effect. She wants to switch to a balanced diet and consume only healthy products. Anna sees the 14-day course with cereal as an opportunity to change her diet and improve her figure.