Values fair trade and ethical products from socially responsible companies.
Brings her own mug.
Appreciates Starbucks’ wi-fi connectivity and long hours of operation
Values trendy and hip products
On a budget, but will splurge on Starbucks or other 'necessities' like iPhones, Beats headphones, Uggs
Behavioural traits
Social class: Parents are working class
Income: Under $10,000
Gen Y,
first generation Canadian, Indian heritage
Decision role: Mainly User
Demographics
Often spends times with friends and enjoys variety
Studious Suzy
Student, age 22, single, no kids
Lives with her parents, but plans to rent an apartment downtown Calgary
Born and raised in Calgary
Ambitious, a Striver inspired by achievement
Psychographic traits
Culture oriented, likes to go to the movies, theatre
Starbucks is her break from the solitude of her desk
Yours truly Team Kairos: Jenna, Kevin, Kriss, Mike, Olivia