Primary Customer and Secondary Consumer.

Primary Consumer/Customer:

25 to 35- Urban Prosperity/Comfortably Off- DEGH. 13/15/16/17/19/24/25/26/28.

I have focused on two Primary customers and consumers- 

The first being a young couple who have no children and have recently moved in a 2 bedroomed flat which they are currently renting. They are in the transient period having been saving for a deposit and aim to have a mortgage within 2 years. Both have professional careers and are working their way up, increasing their income as they do- relying on having a car each as commuting is essential. Personal appearance is crucial to both and they don't mind spending extra money on more effective an higher quality products. They also keep up to date with modern technology- owning iPhones, an iPad and PC's- keen to purchase innovative new products. 

Urban Prosperity- E; Educated Urbanites- 16; Prosperous Young Professional.

Primary Customer.

Customer Profile.

• Arran.
• 26 year old.
• Recently moved in with 25 year old girlfriend.
• No children. 
• Modern 2 bedroom flat.
• Works in Project Controls Management- making way up career ladder.
• Education includes- GCSE, A-Level and Degree. 
• £26,000 a year salary. 
• Keen interest in technology- iPhone, iPad and Mac- Regular internet user.
• Drives BMW 3 series- commute to work.
• 2x yearly holidays- Summer holidays and weekend breaks.  
• Savings account, plus a credit card.
• Follows current affairs- likes to keep up to date with broadsheet newspapers. 
• Enjoys exercise; plays 1st team Rugby for the local club and goes to the gym 5x a week.
• Professional appearance; clean shaven, shirt and dress trousers.
• Prides themselves on appearance; styles hair daily, bi-monthly haircuts, shaves every other day, skincare routine essential and bi-monthly eyebrow waxing. Spending £70+ a month.
• Enjoys eating out, concerts and the cinema with his girlfriend.
• Trips to surrounding cities for shopping and a night out with work colleagues, friends or girlfriend.
• Monthly online shop as a pair- teamed with top up trips to the local market for fresh ingredients.

Secondary Consumer:

Consumer Profile. 

• Amy.
• 25.
• Recently moved in with 26 year old boyfriend. 
• No children.
• Modern 2 bedroom flat.
• Works as a Merchandiser- making way up career ladder.
• Education includes- GCSE, A-Level and Degree.
• £21,000 a year salary.
• Keen interest in technology- iPhone, iPad and PC- Regular internet user. 
• Drives BMW 1 series- commute to work.
• 2x yearly holidays- Summer holidays and weekend breaks.
• Savings account- no credit card. 
• Follows current affairs, but is more interested in fashion/lifestyle.
• Goes to the gym 3x a week.
• Keen interest in fashion- keeping up to date with a few key designer pieces. 
• Presentation is important; hair and make-up done daily, nails painted every week, hair cut and dyed every 6 weeks, shaves body hair 3x per week, skincare routine essential and monthly eyebrow waxing.
• Enjoys eating out, concerts and the cinema with her boyfriend.
• Trips to surrounding cities for shopping and a night out with work colleagues, friends or boyfriend.
• Monthly online shop as a pair- teamed with top up trips to the local market for fresh ingredients.

The second being a middle aged married couple who have 2 young children and are currently paying off a mortgage. Both have professional careers and have worked their way up the ladder but are still aiming to climb higher- relying on having a car each as commuting is essential. Personal appearance is not as important to them as when they where younger but they still have the desire to look professional. Grooming needs to be time effective due to having children as their priorities. They still like to keep up to date with the latest technology- a works laptop/personal laptop and a phone each- with the family sharing an iPad. Their children are both in nursery part time. 

Comfortably Off- H; Secure Families- 26; Younger White-Collar Couples with Mortgages.

Primary Customer:

Customer Profile.

• Paul.
• 33.
• Married for 5 years, joint mortgage.
• 2 children- 2 and 4 years old.
• 4 bedroomed family home.
• Works as an Maths Teacher in a Secondary School- aims to be head of department. 
• Education includes- GCSE, A-Level, Degree and Postgraduate ITT.
• £30,000 a year salary. 
• Interest in technology- Works PC, Blackberry and shared household iPad- Regular internet user.
• Drives a Ford Mondeo- Family car and commute to work. 
• 2x yearly holiday- Family summer resort and 'at home' self catering holiday.
• Savings account, child saver account and credit card.
• Follows current affairs and is an avid reader of broadsheet newspapers. 
• Enjoys amateur running alone and cycling with his family. 
• Presentation is important, yet it also needs to be time effective- Shaves 1x a day, minimal skin care- moisturises 3x a week, monthly hair cuts with minimal daily styling. 
• Enjoys family trips to the cinema, park and soft play as well as taking the time out 1x a month to have a 'date' night with his wife. 
• Shops online for clothes as well as in the supermarkets. 
• Weekly Asda shop with top up trips to the corner shop for milk/bread. 

Secondary Consumer.

Consumer Profile. 

• Jayne.
• 31.
• Married for 5 years, joint mortgage.
• 2 children- 2 and 4 years old.
• 4 bedroomed family home. 
• Works as a Children's Mental Health Nurse- still working way up the ladder to reach a higher banding- part time at the moment due to having young children.
• Education includes- GCSE, A-Level and Degree.
• £28,000 a year salary.
• Interest in technology- Personal laptop, iPhone and a shared household iPad- Regular internet user.
• Drives a Mini Cooper- Used for short distances and commute to work.
• 2x yearly holiday- Family summer resort and 'at home' self catering holiday. 
• Savings account, child saver account and credit card.
• Enjoys reading broadsheet papers as well as keeping up to date with celebrity culture.
• Enjoys a weekly yoga class as well as cycling with her family.
• Presentation is important yet it also needs to be time effective- Minimal makeup, hair tied up, nightly skin care routine, 6 weekly hair colouring and cut, monthly eyebrow waxing and shaves unwanted hair 2x per week at home. 
• Enjoys family trips to the cinema, park and soft play as well as taking the time out 1x a month to have a 'date' night with her husband. 
• Shops online for clothes as well as in the supermarkets. 
• Weekly Asda shop with top up trips to the corner shop for milk/bread.