Introduction
The company’s ability to evolve depends on its understanding of the target audience. It impacts the formation of offerings that meet clients’ needs and introduces products with specific characteristics. The typical customer’s enhanced vision helps the company understand who buys its products and uses its services and who will continue cooperation in the future (Armstrong, Kotler, and Opresnik, 2019).
Thus, a customer profile contains key information about ideal customers and their interactions (Kotler et al., 2020). It is formed based on the history of purchases and statistics showing what features the firm’s clients possess. For Amazon, as the company selected for the analysis, the customer profile will have unique characteristics.
The Ideal Amazon Customer Profile
Demographic Characteristics
A customer’s demographics are the first important aspect of the customer profile. Speaking about Amazon, it is possible to speak about a hypothetical client with all the necessary characteristics. Thus, Jim is a 37-year-old male with a middle income; statistically, it is the average age and income level of Amazon’s clients (Amazon target market, 2022).
At the same time, both males and women use the company’s services, meaning that the customer’s gender is irrelevant. Jim is also an Amazon Prime member who spends about $1,400 online shopping (Amazon target market, 2022). It shows the client’s high buying power and readiness to continue cooperating with Amazon.
Personal Preferences Influencing Online Shopping Behavior
Jim also has specific personal preferences impacting his decision to use Amazon’s services and buy its products. First, he values free, fast, and cheap shipping, one of the company’s benefits (Coppola, 2022). The security of transactions and the high comfort level are vital for the customer (Coppola, 2022).
Additionally, Jim buys online at least once weekly, looking for various products (Coppola, 2022). The client is interested in technologies and devices (Coppola, 2022). These characteristics are vital for creating the customer profile and understanding Amazon’s ideal client. They show that most clients prefer online shopping to traditional shopping because of convenience.
Motivations and Personality Traits
The abovementioned factors might also help to understand Jim’s motivations and personality. He views the Internet and online shopping as the future of commerce and enjoys using Amazon’s services because of its reputation and innovativeness. Moreover, the client clicks on Amazon ads while browsing, impacting the decision to buy a particular product using the service (Amazon target market, 2022). Furthermore, Jim might have no time for traditional shopping or prefer to spend it on other activities (Amazon target market, 2022). In such a way, it is possible to characterize him as a person with a positive attitude towards technologies and their use to simplify some tasks and ensure a higher level of comfort.
Conclusion
Altogether, Amazon’s customer profile is created according to the characteristics of the typical client who frequently uses the platform. An ideal client can be described as a young adult with an average level of income who is ready to use the Internet and make online purchases. An enhanced understanding of the client’s current needs and peculiarities is vital for the company. It helps to determine what features should be added to the product or service to attract customers. Moreover, it contributes to preserving the target audience’s level of interest in offerings and helps them continue cooperating with them.
Reference List
Amazon target market & customer segmentation: Who is Amazon’s target audience? 2022 Overview (2022). Web.
Armstrong, G., Kotler, P. and Opresnik, M. (2019) Marketing: an introduction. 14th edn. New York, NY: Pearson.
Coppola, D. (2022) Amazon – statistics & facts. Web.
Kotler, P. et al. (2020) Marketing management. 4th edn. New York, NY: Pearson.