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3. The target audience for the client is primarily those in theABC1 category.This is from primary research I have conducted
myself rather from secondary research based on their interests.This is because secondary research is hard to find as my client
does not run a nationally recognised business but rather a local shop.The stock is also sourced locally and so a demographic is
not available for these either. However my primary research from analysing customers has given me the demographic for the
business.
I say that the audience is ABC1 because these are the customers that are introduced by the shop’s online and social media
presence.There is definitely a percentage of C2DE customers but they are less regular and are usually residents of the village;
note that the shop is the only one for several miles.They also have limited access to buses and cars.These customers only tend
to buy essential items: bread, milk and eggs as well as groceries.Generally theABC1 customers tend to spend money on the
deli items, sandwiches, slices of quiche, or cakes.
The online news and updates produced by the shop is centred towards this audience, showing new items in stock and ‘specials’
available. It gives the impression that high quality produce is only sold there. ‘Outsiders’, those who do not live locally and are
passing through, are primarilyABC1 because of this.
It does not target a specific age range but instead caters for all ages. Both the shop and café are neutral in this sense, though of
course a children’s menu is available. My research has shown that the most common customers are between 25-40.Those who
spend the most and are in theABC1 bracket are above the age of 30 and mostly have children.
The two most common types of customer would be the mainstreamer and the succeeder.These are based onYoung and
Rubicam’s 4Cs.This is not to say that other types of customer are not present or do not use the business, but they are much
less common.The mainstreamers will use the shop for groceries and green groceries and rarely divulge into the ‘deli’ produce,
whereas the succeeder will use the shop primarily for this.
As I believe that work will revolve around a website and advertisements for the shop I must employ techniques to appeal to the
audience. Looking at websites that target a similar audience it is clear that they operate in a similar way.They each are laid out
in simple ways and have clean and stylish aesthetic.