Let's consider our food truck business through the lens of consumer behaviour. Your task is to create a customer profile of your prospective clients.Complete the steps below to create a customer profile.

Consider:

What do we know about prospective customers for our mobile food truck business?

"Students are coming from South and East Asia, Eastern Europe, the Caribbean, and South America. over 90 percent of the students own and use a Smartphone to shop and purchase food items. However, the students tend to quickly become tired of campus fast-food chains and the cafeteria food. They have expressed a desire for fresh foods that are reasonably priced and easily accessible."

Process:

Follow these steps to complete your customer profiling.

• Define your category by identifying key needs, wants, intrinsic and extrinsic motivations.
• Choose bases for profiling: Demographic, Psychographic, Behavioural
• Select segment descriptors: i.e. if Demographic is the base, determine which demographic profile factors to use such as age, income, etc.
• Profile and analyze: if age is the selector, complete a profile by identifying age cohorts such as males between 18 - 25 years old.

Please use the chart below as a guide to creating your profile.Create a profile foroneof your food truck customers.Please selectat leastone variable to amaximumof two variables from each category to complete the profile: behavioural, demographic, and psychographic.

Please use the chart below as a guide to creating your profile.

Service Category Descriptors Profile Factors

Motivations (Needs/Wants)

• intrinsic
• extrinsic

Demographic

.A - age

• I - income
• E - education
• G - gender
• O - occupation

Psychographic:-

Behavioural :-

1. Heavy/Medium/Light users
2. Benefits sought
3. Loyalist or not