research

1. Client Project Research
Your Name

2. Audience With the audience for my client the large majority are either
pensioners or are nearing the retirement age which will change
the route which I will do this, also although the large part of
Haxby are above the age of 50 there are not loads of younger
people of the age of 20-30 there are more people from 40+
which means that they will have less time to go to the shop in
comparison to the younger generation, but due to the type of
shop the young generation are not interested in it. The age
which has the largest percentage would have to be 60-64 at 9%
and then lowest would be 20-14 at 4%. The gender of the
audience which I think my client tries to attract would be
Females because first of all there are more females than males
in Haxby and also I think that they go for females would have to
be the shop which they are, because typically women are more
inclined to like things involve cooking, and because It Is a bakery
it falls in line with the cooking/baking. Also with the gender gap
I could go down the stereotypical view on this because as there
are more women I have the option of choosing more vibrant
colours and more light, e.g. Pink, purple and yellow, but I don’t
really want to because It could be seen as sexist. I used the
website Cameo which helped to look through the age and
gender of Haxby which will change the way I look at changing
their brand.

3. Audience
With the front of the shop you can see that
they have made it to stand out to their
specific audience which would be 40+.
Something else about Haxby bakehouse
would have to be that they cater to the
skilled working class which is the large
portion Haxby which they have money to
spare but not a tremendous amount so they
make sure to price their products to that
audience. Also as that is there main
audience they have to make sure that they
have fresh bread everyday, which means
they more than likely have to get rid of a lot
of product which is not sold on to the
public/audience.
As well with the geodemographic from Cameo it
shows that the over half of the Population of Haxby
shop online which would be difficult for the
bakehouse because they have to make sure that they
attract the attention of the over half, also the only
way which they sell products online would have to be
to contact the bakehouse and go into collect it which
will lower the possibility of them selling their
products. I think that this is a thing in Haxby because
as there are more and more younger people they
don’t really want to go out to get there food they
would prefer to have it delivered to them. And as
they a aimed towards the elder generation they are
losing customers as the years go on. But one thing
they have would be that they are 1 of 2 bakeries in
Haxby which give people a decision whether or not
they want sweet things or savory, but with the
bakehouse they are more detailed with their work
because on the bread they have designs.

4. Audience For the interests of the population of Haxby it is very varied,
and cooking/baking comes in around 50% of them enjoy this
which works straight into the hands of the Bakehouse because
they will be more inclined into finding out how to do the
different designs which they have made, this is good because
at the same time as helping people they will increase the
amount of consumers which they have because baking, is very
useful. Knowing how much are interested into baking it helps
the bakehouse because they will need to make sure that they
try there hardest to stand out to that key audience because
that is there specialty, and also the variety which they have
works towards certain type of people and what they like and
don’t like. When it comes to the lifestyle of their audience it is
very plain and simple because the majority of the population
stay in and are not very outgoing and others like going out for
food, and other hobbies, this is good to know because they
will prefer to have the people who enjoy going out because
they will go into their shop depending on what they going out
for. Something else about the lifestyle of Haxby would have to
be that around 50% of people go out to eat at least once a
week which means on that day they don’t have to buy food,
but the others days they will need to go out shopping and if
they don’t want to go far they can walk a few minutes to the
shop and the bakehouse is there.

5. Bibliography

6. Bibliography
1. Interviewees, Name. (2018) Target Audience Interviews (conducted on DATE)
2. Interviewees, Name. (2018) Target Audience Interviews (conducted on DATE)
3. Publisher. (Year of Release) Magazine Name
4. anon. (.). overview. Available: https://www.cameodynamic.com/search-
cameo/overview/?pc=YO32%203NS. Last accessed 14th november 2018 .
5. anon. (.). Home. Available: http://haxbybakehouse.co.uk. Last accessed 14th
november 2018.
6. acorn. (.). SETTLED SUBURBIA, OLDER PEOPLE - SUMMARY. Available:
https://acorn.caci.co.uk/data/#t11_p1. Last accessed 14th november 2018.
7. Duncan Swan. (2016). Psychographic Profiling and Segmentation Explained.
Available: https://visionone.co.uk/psychographic-profiling/. Last accessed
15th november 2018.