Our Customer
Background Information
Demographics of
Port Chester, NY
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Population: 29,417
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Gender: Male and Female
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Median Age: 38
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Race: 51.8% white, 62.6% are of hispanic or latino origin
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49% of families have children under the age of 18
(Area Vibes, 2020)
Family Life Cycle
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Our target customer is families with children of all ages
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They come form large families who are always on the go
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Port Chester is the second largest city of hispanic population in New York, so most families have immigrants from Mexico
(Kolmar, 2019)
Education, Income, and Occupation
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Education: 72% completed high school, 28% completed bachelors or higher
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Median Household Income: $60,041
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Common Occupations: Office & Administration, Food Preparation & Serving, Healthcare, and Construction
(Data USA, 2020)
VALS Lifestyle Psychographic
At Shoe Garden, our customers are mature, responsible, well-educated professionals. Their leisure activities center on their homes, but they are well informed about what goes on in the world and are open to new ideas and social change. They have high incomes but are practical consumers and rational decision makers” (Mostafa, 2014).
Meet Valentina Flores
Valentina Flores is a proud 44 year old nurse from Port Chester, New York. She is a 1st generation immigrant from Mexico. She received her nursing degree from the prestigious NYU. She has been working at Greenwich Hospital’s ICU for 10 years. She currently makes $75,000 to support her family of 3 kids (PayScale, 2020). Valentina prefers long-lasting, utilitarian purchases. She only shops from companies that fit her idea of good morals. She prefers shopping at places that have more of an earthy and calming sensation since her work place is usually chaotic. Her hobbies include doing hair and makeup on friends. She is currently binge-watching “House”.
Note Valentine Flores is a fictional customer based on the following demographics and psychographics listed below for the Shoe Garden's target market in New York.
OUR
CUSTOMERS
Our customers have families of all ages, so it is our goal to provide easy in their lives!