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Nelson Education > School > Business > The World of Marketing > Student Centre > E-Activities > Chapter 2
 

Chapter 2: The Consumer

E-ACTIVITY: CONSUMER PROFILES, DEMOGRAPHICS (p. 51)

Activity: Create a Statistical Profile

Marketers want to know as much as possible about their potential consumers so that they can better market their product and influence buying habits. Marketers need to use reliable data to create consumer profiles. These profiles will contain the demographics of a potential market, which include variables such as age, gender, income level, and industry characteristics.

  1. Use the following chart and data from the Statistics Canada Statistical Profile tool to complete a profile of your community. For this activity, you should use the most recent census data available. Click here to download the organizer.

STATISTICAL PROFILE OF MY COMMUNITY FROM MOST RECENT CENSUS DATA

Statistical Information
Male
Female
Total Population
 
 
Age 0-4
 
 
Age 5-14
 
 
Age 15-19
 
 
Age 20-24
 
 
Age 25-54
 
 
Age 55-64
 
 
Age 65-74
 
 
Age 75 and over
 
 
Income and Work Statistics
 
 
Average total income of persons reporting income ($)
 
 
Persons in the employed labour force
 
 
Unemployment rate (%)
 
 
Industry characteristics of the population age 15 and over
 
 
Persons in agriculture and other resource-based industries (primary)
 
 
Persons in manufacturing and construction industries (secondary)
 
 
Persons in service industries (tertiary)
 
 

 

  1. From the information you have recorded in your chart, write a paragraph summarizing ways in which the statistical profile of your community might be useful to a marketer introducing a new product into your community.