Grocery Store Customer Analysis
Demographic Profile of Target Market
Freshley’s Grocery Store will target all residents of Des Moines, Iowa. The store will be in an area of the city that is easily accessible to consumers of all types. There is a large portion of the workforce that are blue collar, as well as a large portion that is white collar, with many new businesses moving to the area. The neighborhood also houses a large demographic of suburban residents and a large demographic of rural residents that live in the outskirts of town.
The precise demographics for Des Moines, Iowa are:
| Total | Percent | |
|---|---|---|
| Â Â Â Â Total population | 1,680,988 | 100% |
| Â Â Â Â Â Â Â Â Male | 838,675 | 49.9% |
| Â Â Â Â Â Â Â Â Female | 842,313 | 50.1% |
| Â Â Â Â Â Â Â Â 20 to 24 years | 114,872 | 6.8% |
| Â Â Â Â Â Â Â Â 25 to 34 years | 273,588 | 16.3% |
| Â Â Â Â Â Â Â Â 35 to 44 years | 235,946 | 14.0% |
| Â Â Â Â Â Â Â Â 45 to 54 years | 210,256 | 12.5% |
| Â Â Â Â Â Â Â Â 55 to 59 years | 105,057 | 6.2% |
| Â Â Â Â Â Â Â Â 60 to 64 years | 87,484 | 5.2% |
| Â Â Â Â Â Â Â Â 65 to 74 years | 116,878 | 7.0% |
| Â Â Â Â Â Â Â Â 75 to 84 years | 52,524 | 3.1% |
Customer Segmentation
Freshley’s Grocery Store will primarily target the following customer profiles:
- Blue collar workers working in Des Moines.
- White collar workers working in Des Moines.
- Households that are within 30 driving minutes to the store.
- Rural residents that reside in the outskirts of Des Moines.