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Page 1 of 9
Market Analysis for Individuals
Analysis of the Target Market
Demographic Checklist (Population Data is available on the Census Bureau site)
Age: Check all that apply
☐Greatest Generation (age 85+) Bucks County Population: Click here to enter text.
☐Silent Generation (age 65-84) Bucks County Population: Click here to enter text.
☐Baby Boomers (age 55-64) Bucks County Population: Click here to enter text.
☐Generation X (age 35-54) Bucks County Population: Click here to enter text.
☐Generation Y (age 10-34) Bucks County Population: Click here to enter text.
☐Generation Z (age 0-9) Bucks County Population: Click here to enter text.
Gender: Check all the apply
☐Male
Bucks County Population: Click here to enter text.
☐Female
Bucks County Population: Click here to enter text.
Life Cycle Stage: Check all that apply
☐Bachelor Stage (young, single people not living at home)
☐Newly Married Couples (young, no children)
☐Full Nest I, married (youngest child under six)
☐Full Nest I, single-parent (youngest child under six)
☐ Full Nest II, married (youngest child over six)
☐Full Nest II, single-parent (youngest child over six)
☐Full Nest III, married (older couple with dependent children)
☐Full Nest III, single-parent (older adult with dependent children)
☐Empty Nest I, (older married couple, working, no children living with them)
☐Empty Nest II, (older married couple, retired, no children living with them)
☐Solitary Survivor I (living alone, working)
☐Solitary Survivor II (living alone, retired)
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Page 2 of 9
Education level: Check all that apply
☐Less than 9th grade Bucks County Population: Click here to enter text.
☐Grade 9-12, no diploma Bucks County Population: Click here to enter text.
☐High School graduate Bucks County Population: Click here to enter text.
☐Some college, no degree Bucks County Population: Click here to enter text.
☐Associate’s (2-year) Degree Bucks County Population: Click here to enter text.
☐Bachelor’s (4-year) Degree Bucks County Population: Click here to enter text.
☐Graduate or Professional Degree Bucks County Population: Click here to enter text.
Total Household income: Check all that apply
☐Less than $10,000 Bucks County Population: Click here to enter text.
☐$10,000 to $14,999 Bucks County Population: Click here to enter text.
☐$15,000 to 24,999 Bucks County Population: Click here to enter text.
☐$25,000 to $34,999 Bucks County Population: Click here to enter text.
☐$35,000 to $49,999 Bucks County Population: Click here to enter text.
☐$50,000 to $74,999 Bucks County Population: Click here to enter text.
☐$75,000 to $99,999 Bucks County Population: Click here to enter text.
☐$100,000 to $149,999 Bucks County Population: Click here to enter text.
☐$150,000 to $199,999 Bucks County Population: Click here to enter text.
☐$200,000 or more Bucks County Population: Click here to enter text.
Geographic location: Check all that apply
☐Agricultural Area
☐Town Center
☐Suburb outside of town center
☐Retirement Community
☐Public Housing Area
☐Multi-racial Area
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Page 3 of 9
Psychographic Checklist
Socio-Economic Scale: Check all that apply
☐Higher managerial, administrative or professional (i.e. a company director)
☐Intermediate managerial, administrative or professional (i.e. middle manager)
☐Supervisor, clerical, junior administrative or professional (i.e. bank clerk)
☐Skilled manual worker (i.e. plumber)
☐Semi- and Unskilled workers (i.e. landscaping laborer)
☐Welfare recipient with no income, casual and lowest grade earners (i.e. unemployed)
Lifestyle: Check all that apply
☐Resigned. Rigid, strict, authoritarian and chauvinistic values, oriented to the past and to traditional roles.
Brand choice stresses safety, familiarity and economy.
☐Struggler. Alienated, struggler, disorganized with few resources apart from physical/mechanical skills. Heavy
consumers of alcohol, junk food, lotteries and sneakers. Brank choice involves impact and sensation.
☐Mainstreamer. Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, Brand
choice favors big and well-known companies that provide proven value for money. Usually the largest
lifestyle group.
☐Aspirer. Materialistic, likes to acquire things and be associated with people and ideas, oriented to image,
appearance, charisma and fashion. Attractive packaging is more important than quality of contents.
☐Succeeder. Strong goal orientation, confidence, work ethic, organization, support keeping things the way they
are, like stability. Brand choice based on reward and having the very best. Also, attracted to “caring” and
protective brands as a way to relieve stress.
☐Explorer. Energy – autonomy, experience, challenge, new frontiers. Brand choice highlights difference,
sensation, adventure, indulgence and instant effect. They are the first to try new brands.
☐Reformer. Freedom from restriction, persona growth, social awareness, value for time, independent judgment,
tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and inquiring, support growth of
new product categories. Select brands for intrinsic quality, favoring natural simplicity. Small is beautiful.
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Page 4 of 9
Interests: Answer each question.
What hobbies and/or sports do your customers enjoy? Click here to enter text.
What types of entertainment (movies, theater, opera, etc.) do they like? Click here to enter text.
What publications do they subscribe to? Click here to enter text.
How else do they enjoy spending their free time? Click here to enter text.
Behavioral Checklist
Occasions: Check all that apply
☐Makes purchases on impulse
☐Makes purchases only when item is needed
☐Makes purchases after careful analysis and research
Benefits Sought: Check all that apply
☐Save time
☐Save money
☐Provide needed expertise
☐Other. Specify: Click here to enter text.
Usage: Check only one
☐Heavy
☐Medium
☐Light
User Status: Check all that apply
☐non-users
☐potential users
☐first-time users
☐regular users
☐ex-users of service
Loyalty Status: Check only one
☐Hard core loyalist. Always purchase brand in question
☐Soft core loyalist. Sometimes purchase another brand
☐Switchers. Do not prefer a particular brand; purchase what is available/on sale
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Page 5 of 9
Buyer Readiness Stage: Check only one
☐Awareness. Buyer is not even aware the service exists
☐Knowledge. Buyer is aware of service, but has little knowledge of what your business does or has the wrong
impression about your service or business
☐Liking. Buyer has a positive attitude toward your service and business
☐Preference. Buyer prefers your service over services offered by other businesses.
☐Conviction. Buyer is confident his/her preference for your service is justified and has been verified by others’
recommendations
☐Purchase. Buyer purchases the product. May involve sales discounts, coupons and personal selling.
Purchase Factors: Drag and drop the items into the chart. Delete any blank lines.
Price
Quality of products or services
Brand name recognition
Customer service
Broad array of services
Friendly staff attitude
Discounts and sales
Very Important
Attractiveness of packaging
Convenience of store location
Store appearance
Convenience of product/service use
Guarantees/Warranties
Technical Assistance
Flexible payment terms
Somewhat Important
Not Important
Target Market Final Statement
Combine your answers to the above questions into one well-written paragraph.
Click here to enter text.
Name:
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Page 6 of 9
ANALYSIS OF THE COMPETITION
Resources: (1) Chamber of Commerce websites, (2) Yellow Book website, (3) Phone Calls to Businesses
Location of Target Market
Click here to enter text.
List of Businesses
Name of Business
Years in Operation
Competition Final Statement
Combine your answers to the above questions into one well-written paragraph.
Click here to enter text.
Types of Advertising Used
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Page 7 of 9
Outlook of the Industry
Resources: (1) Occupational Outlook Handbook, (2) O-Net Online
Growth Percentage from 2010-2020
Employment in the industry is expected to Choose an item.. If a change is expected the percentage change is Click
here to enter text..
Reasons for Growth or Decline
Click here to enter text.
Industry Outlook Final Statement
Combine your answers to the above questions into one well-written paragraph.
Click here to enter text.
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Page 8 of 9
OWNER’S PERSONAL STRENGTHS
Resource: SWOT Analysis and Competitive Advantage Worksheet
Competitive Advantage: Check only one – your most important advantage!
☐Cost Competitive Advantage. The business will offer a lower price by Choose an item..
☐Product/Service Differentiation. The business will differentiate its product or service by having Choose an
item..
☐Niche Competitive Advantage. The niche the business will target will be based on Choose an item.. Within
this niche the business will target Click here to enter text..
Owner’s Personal Strengths Statement
Combine your answers to the above questions into one well-written paragraph.
Click here to enter text.
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Page 9 of 9
Market Analysis Rubric
Criteria
Score ___________ out of 40
Points
Market Analysis Worksheet is complete
10
Decisions made on Market Analysis Worksheet make
sense for your business
10
Analysis of target market includes a description of the
target market and rationale.
5
Analysis of the competition includes a list of business
competitors and an analysis of how the competitors will
impact your business.
5
Outlook of the industry includes a statement describing
the projected growth or decline of the industry.
3
Owner’s personal strengths section includes a listing of
the owner’s strengths.
2
Final Market Analysis report is prepared professionally.
5
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