JCCC Marketing Digital Buyer Persona Demographics Worksheet

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In chapter 3 on page 39 your textbook discusses the digital buyer persona. This persona focuses on understanding your target market with specific “personas”. These “personas” help you understand the different type of people who shop your businesses. Understanding who shops your business will help you create tailored solutions for their problems. Parents with three kids who are heavily involved in sports are going to need a different type of vehicle than the college student who is working a part time job and only has a dog to care for.

This week I want you to only focus on the demographics of this persona project. Creating a “persona” would take quite a while so I just want you to think about one type of person that might shop at a website of your choosing. So essentially I want you to think about a website and then create the demographics section of a “persona” who might shop there.

Below is an example of what I am looking for. The list below has 20 categories but I just want you to create a list of eight. It makes sense to use eight of the 20 listed but you don’t have to confine yourself to the 20 listed if you don’t want to.

1. Age:
   • Example: The persona is a 32-year-old professional in the tech industry.
2. Gender:
   • Example: The persona identifies as female.
3. Location:
   • Example: The persona resides in New York City, New York, USA.
4. Income:
   • Example: The persona has an annual income of $75,000.
5. Education:
   • Example: The persona holds a bachelor’s degree in marketing.
6. Marital Status:
   • Example: The persona is married with two children.
7. Occupation:
   • Example: The persona works as a software engineer.
8. Ethnicity:
   • Example: The persona is of Asian descent.
9. Language Spoken:
   • Example: The persona is bilingual, speaking both English and Spanish.
10. Religion:
    • Example: The persona practices Christianity.
11. Homeownership:
    • Example: The persona is a renter.
12. Household Size:
    • Example: The persona lives in a household with three other family members.
13. Parental Status:
    • Example: The persona is a single parent.
14. Generation:
    • Example: The persona is a member of Generation X.
15. Employment Status:
    • Example: The persona is currently employed full-time.
16. Political Affiliation:
    • Example: The persona identifies as a moderate independent.
17. Health Status:
    • Example: The persona has a pre-existing medical condition.
18. Tech Savviness:
    • Example: The persona is highly tech-savvy and uses the latest gadgets and apps.
19. Travel Habits:
    • Example: The persona frequently travels for both work and leisure.
20. Hobbies and Interests:
    • Example: The persona enjoys hiking, painting, and attending live music concerts.

What you will turn in:

Please tell me about the business or website you selected. Then detail out the demographics you think one target market might have based on who you think shops this website or business. The demographics can be in bullet form.