a) Identify the target audience characteristics from the case study of OZ Car Clean Pty Ltd and prepare a detailed consumer profile(which uses the same terms as those used to describe media audiences).
• Target audience characteristics
➢ Current customers : In the market area alone, there are approximately 400,000 automobiles, or .8 au
➢ To mobiles per adult.
➢ Attitudes : Consumer satisfaction & Consumer oriented attitudes. OZ Car Clean provides full service for their customers.
➢ Demographics : Wide ethnic and economic diversity(even though the St Leonard’s location is on Sydney’s North shore ‘wealthy’ area)
➢ Duplication or presence on customer and outside lists : OZ Car Clean is only one of three full service facilities within their market area.
➢ Existing product usage : OZ Car Clean provides an automatic dryer fir each self-service bay.
➢ Geographics : St Leonard’s(just off the Pacific Highway)
➢ Lifestyle or Social factors : OZ Car Clean water reclamation system provides an environmentally safe means for customers to clean their automobiles. And they see the facility as playing an important part in community activities.
➢ Psychographics : OZ Car Clean provides customers espresso coffee, tea or hot chocolate while they are waiting. They don’t make customers feel bored.
➢ Values : OZ Car Clean contributes to society and community in many ways. Their water reclamation system provides an environmentally safe. Also they provide employment opportunities for area residents. The most important thing is they provides customers superior service at a competitive price.
• Consumer profile
➢ Behaviouristic information
- Benefits sought by buyer
- Loyalty status : Many regular customers started to return and there is more consistency as a result.
- Readiness stage
- User status : The users are wealthy. The place is located in St Leonard where is Sydney’s North shore...