Acorn Group: Wealthy Achievers/Urban Prosperity/Comfortably Off.

When researching the consumer for my product I felt they would fit into either the Urban Prosperity/Comfortably Off ACORN groups due to the Gillette razor price point that is already in place. Below I have researched into the markets I would target:

Wealthy Achievers-

C: Flourishing Families.

Type 10; Well Off Working Family's.

• Well off family's living in large detached houses with a long time left on their mortgage.
• Good income- can afford long term commitments.
• Tend to be in their 30's. 
• Professionals and Managers with company pensions, healthcare and cars. 
• Financially aware- stocks and savings.
• High levels of re-mortgaging shows confidence in borrowing.
• Credit cards with high limits but do not have high spending.
• Interests include; aerobics, golf, rugby and skiing.
• Own DVD player, have satellite TV and go to the Cinema

Urban Prosperity-

D: Prosperous Professionals.

Type 13; Well-Off Professionals, Larger Houses and Converted Flats.

• Well off professionals living in urban UK
• Well educated in professional and managerial occupations.
• Also students and young singles starting out.
• Large houses/converted flats- younger singles share flats.
• Car ownership is high- reflecting wealth.
• Use public transport for work commute.
• £50,000+ a year income.
• High levels of saving and investments.
• High levels of credit card usage. 
• Use the internet for finance and purchasing.
• Enjoy the arts, including theatre, cinema and opera.
• The Guardian, The Independent, The Times and The Observer. 
• Skiing and foreign holidays.  

E: Educated Urbanites.

Type 15; Affluent Urban Professionals, Flats.

• Affluent urban areas.
• Large houses covered into flats.
• Rented is relatively high but some do own.
• Highly qualified
• Professional and senior managerial occupations.
• Young singles or couples.
• Few children, tend to be under five which suggests a move.
• High earning, high disposable income.
• 2 holidays including skiing and a hot one.
• Theatre and arts.
• Good food and wine.
• The Guardian, The Independent, The Times and The Financial Times.

Type 16; Prosperous Young Professionals, Flats.

• Urban areas in purpose built and converted flats.
• Highest levels of people aged 25-29.
• Highly qualified.
• Making way up career ladder in professions and managerial roles. 
• 40% live alone- renting rather than buying- transient stage.
• Hard working and make optimum use of their leisure time- mostly online shopping.
• Art, music and theatre- spending money on wine and food.
• A range of foreign holidays, including winter, sun and snow, weekend and long haul. 
• More likely to follow current affairs.
• The Financial Times, The Guardian and The Independent.

Type 17; Young Educated Workers, Flats. 

• In their 20's.
• Mostly working but some students.
• Live alone in small flats.
• Often found in Scotland.
• Well qualified.
• Early in careers and modest incomes.
• Little need for a car- use public transport. 
• Self improvement and education are important- dedicate free time to this. 
• Busy people- socialise in bars, restaurants and coffee shops. 
• They do not buy many newspapers. 

Type 19; Suburban Privately Renting Professionals. 

• Young people.
• Live close to the city. 
• Well educated- developing careers. 
• Renting flats in attractive areas.
• Often use public transport and the majority own newer expensive models.
• Online shopping- internet use
• Weekend breaks and long haul holidays are popular.
• Sport and exercise.
• Spending money on clothes and eating out.
• Broadsheet papers and show no bias to a particular title.

Comfortably Off.

G: Starting Out.

Type 24; Young Couples, Flats and Terraces. 

• Late 20's, early 30's couples and singles starting out.
• Some have young children.
• Small terraced house/flat rented or on first mortgage.
• High level of education.
• Work full time.
• One car household- £5k- £10k.
• £20k- £40k household income.
• Regular saving plans. 
• Internet is used for online shopping. 
• Cinema, pub, restaurants and sports (golf/football).

Type 25; White-Collar Singles and Sharers, Terraces.

• Mixture of young professionals and students- singles, couples and sharers. 
• 20's to early 30's.
• Well qualified- older tend to be professional and managerial- younger working way up.
• Renting from private landlord- many buying with a mortgage. 
• Savings and investments.
• Keen on sport, exercise, the arts and theatre.

H: Secure Families.

Type 26; Younger White-Collar Couples with Mortgages.

• Suburban comunities- young families.
• Late 20's/early 30's.
• Starting a family- many pre school children.
• Mortgaged semi.
• Middle managers, office and clerical staff with health cover and pension. 
• Above average income with some small investments and a saving plan.
• Very careful with income- prudent.
• Holidays in europe, exercise/sport, gold and cinema.

Type 28; Working Families with Mortgages. 

• Suburbs- prosperous post industrial. 
• Larger families- school children.
• Large home with mortgage.
• Middle management, clerical jobs or skilled trade. 
• Supplemented by female part-time work.
• Two cars- one company.
• Financial caution, adequate pension scheme and mortgage protection. 
• Save regularly with some stocks.
• Leisure activities include gold, cinema and TV.
• Package holidays to Europe and the Mediterranean- also at home/self catering.
• Shop in ASDA due to large food bill. 
• Joint PC, prefer face to face contact with the bank.