Marketing demographics Essay

The profile for the potential customers of Bob Bicycles consists of the following geographic, demographic, and behavioral factors: It is said that the immediate geographic target of the company is London. In terms of demographics, the company’s market segment includes male and female whose age ranges from 25 above. In a study conducted, it is noted that commuter cycling in the city is mainly dominated by white males with ages ranging from 25-44; this is because women is facing more barriers in cycling than men (See Figure 2). Most cyclists are also employers and employees who have seen the benefits of cycling with their health, economic and personal factors. As can be seen, children are not considered as a potential market since London is not allowing children to use bicycle for transport. Aside from this, other factors to be considered in the demographics of the potential customers of Bob includes the levels of bicycle usage, reasons for use, behavioral factors and geodemographic factors. Figure 2 Profile of Commute Cyclists 2006-2007 Behavior Factors. In terms of behavioral and cultural aspects, it can be said that Bob bicycles can be considered to have a big potential in London because of the high quality bicycles of Bob which meets the current trends in the bicycle market. In addition, there is a value attributed to the used of bicycle as a means of transport. There are various attitudes to cycling that should be considered by Bob in the London market (See figure 3). This result was based on the study conducted by TFL Omnibus Survey in 2007. Most of the perception of the individuals with regards to cycling is its economic, personal and health benefits. Figure 3 Attitude towards Cycling. Based on the analysis, it can be said that Bob’s plan of expanding his business in the London market, is very feasible and potential based on the current trends in business environment and the pool of demographics and potential target markets. Reference Automatic Traffic Count Data (2007). London Travel report 2007, 2007, TfL. Online available http://www. tfl. gov. uk/assets/downloads/corporate/London-Travel-Report-2007-final. pdf. Retrieve October 6, 2008. Heywood, C (2004). The Near Market for Cycling in London. Online available at http://www. tfl. gov. uk/assets/downloads/businessandpartners/cycling-market-report. pdf.retrieve October 6, 2008 Cycling Action Plan (2004). Creating a chain reaction – The London Cycling Action Plan. Online available http://www. tfl. gov. uk/assets/downloads/businessandpartners/cycling-action-plan. pdf. Retrieve October 6, 2008 Cycling and Motorbikes (2008). Online available at http://www. bbc. co. uk/london/content/articles/2005/06/14/cycling_inlondon_feature. shtml. Retrieve October 6, 2008 Synovate Ltd (2008). TfL Omnibus attitudes to cycling, 2007, Synovate. Online available http://www. tfl. gov. uk/assets/downloads/businessandpartners/cycling-training-effectiveness-results-summary-2008. pdf. retrieve October 6, 2008.