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FCA Consumer Profiles

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by

Tyler Compton

on 25 April 2016

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Transcript of FCA Consumer Profiles

Consumer Profiles 2016
Jessica & Alessandro
Early 20's to Late 20's,
More often female than male,
Young professional and likely to have no children,
Lives in a metropolitan area
Price sensitive but future salary is likely to grow quickly,
Probably the first new car this customer has purchased,
Fuel efficiency oriented but not environmentally driven,
Style oriented, likes to be considered trendy, and cares what people think about them (Terms like; European styling means something to them)
Car is a personal expression, not just a way to get around,
Mathew & Ashley

Early 20's to Mid 30's,
Equal Male to Female ratio,
Middle to lower class individual,
No kids or just had a child, no children over 5 years old,
Low amount of disposable income,
Took a lot for this person to purchase a new car,
Fuel efficiency sensitive, appreciates the decreased cost,
Functionality is more important than style,
Car is a means of transportation
Chris

Mid 20's to Mid 40's,
Male oriented vehicle and ownership,
If married with kids, Charger because of the 4 doors, had to convince his wife to get it,
If single, the Challenger, because of the 2 doors and disposable income
Middle class individual, most likely the driver of this car makes the most money in the household,
Has an interest in cars, performance and speed, maybe has always wanted a muscle car,
Cares what people think of him and how he is perceived because of his car,
Style of the car is important to him, over functionality,
Wants a car that is fun to drive,
David

Mid 30's to Mid 50's,
Driver would be the head of the household, makes decisions,
Has children, so requires more room
Upper middle class individual - In professional occupations like; Managers, Accountants, Lawyers, Doctors
Vehicle is a status symbol but also has some functionality for the buyer (towing needs)
Desires sophistication but with rugged capabilities (hunts/fishes)
Not environmentally conscious, can afford afford gas prices if they increase,
Driver would be drawn to this vehicle category but likely would not consider other FCA offerings,
Josh & Amanda

Mid 20's to Late 30's,
Married, likely with young children, early in family life cycle,
Lower to middle class,
Early in career with moderate future income prospects,
Price sensitive, value oriented,
Not loyal to a brand,
Needs/Values functionality over style,
Less focused on what people think of them, vehicle is not personal statement,
Mike & Brittany

Early 20's to Mid 30's,
Male concentrated ownership,
New family,
Lower to middle class, with likely little disposable income,
Active lifestyle, likes the versatility these cars offer but if they had more money they would buy a Wrangler instead,
Sees value in styling but car is also just a way to get around,
Has a strong tie to the Jeep brand,
William (Bill)

Age is not a determinant,
Male customer,
Owns a company,
Large amounts of liquid assets if they can afford to buy a new truck for work,
Values functionality and reliability,
Would also own another vehicle, often new,
Strong brand loyalty,
Image and perception of owner is important because of owning a truck,
John
Mid 30's to 50's,
Male customer,
Middle to upper class with mid to large amount of disposable income,
Likely later on in family life cycle but number of kids isn't a large factor, number of doors dependent,
Suburban and/or rural,
High brand loyalty,
May have need for the towing ability of a truck (boat, trailer),
Vehicle is a status symbol for the owner, wants people to think highly of them because they own a truck,
Richard

Mid 40's to late 60's,
Male dominated ownership,
Upper class, very large amounts of disposable income,
This is a hedonic purchase,
Later on in the family life cycle, likely to have few to no children still at home,
Status symbol, like to be thought of highly by others,
Loves speed, design and style,
Brand loyalty not a factor,
Likely not a daily driver vehicle, would need a winter car,
Mark

Mid 30's to late 50's,
Sex is not a major determinant,
A middle manager would own this vehicle,
Lives in a city or suburban area,
Enjoy luxuries but cannot afford them, and are not adventurous,
Appeals to those that appreciate a mixture of speed and style,
Also, appeals to urban centric customers who aspire to own Bimmer's, Benz's and Bentley's
Chad & Allie

Mid 20's to 30's
Sex is not a significant determinant as they are adored by both sexes,
They have some disposable income that they want to have fun with,
Most likely the first or second new car they have ever purchased,
They live an active lifestyle and want people to know about it, they also love the lifestyle and appearance that comes with Jeep ownership,
Most likely of any FCA customer to die in their vehicle,
The car of the sl&%*y girl you want to have sex with, and the bro-like dude that you hate,
This is the vehicle that customers seek out and want very badly,
Gregory
Mid 30's to Mid 50's
Appeals to both genders,
This person likes the finer things in life, but seeks their luxuries to be different and never generic,
They have accomplished things and are comfortable with where they are at,
Likes to be different and this car may have a sense of nostalgia for them,
Has a great interest for the European lifestyle, an afternoon in a café drinking espresso appeals to them,
They sought this car because they wanted an Alfa,
Vincent
Mid 30's to Mid 50's
Appeals to both genders,
This person likes the finer things in life, but seeks their luxuries to be different and never generic,
Have accomplished things and are comfortable where they are at,
Likes to be different and this car has a sense of nostalgia for them,
Has a great interest for the European lifestyle, an afternoon in a café drinking espresso appeals to them,
They sought this car because they wanted an Alfa,
Full transcript