International Management: Detailed UK Customer Profile for Aronia

This report provides a detailed analysis of the United Kingdom's customer profile, focusing on demographics, psychographics, geographic factors, household structure, and consumer behavior and attitude. It highlights the UK's population composition, target age and income groups for Aronia, ethnic diversity, family structures, and the health-conscious lifestyle of UK citizens. The report emphasizes the importance of packaging and branding in influencing consumer choices. It concludes by underscoring how this information can guide Aronia in creating effective promotion and advertisement strategies tailored to the UK market. Desklib offers a wealth of similar solved assignments and past papers for students.

INTERNATIONAL
MANAGEMENT

Introduction
In this assignment, demographics,
psychographics, geographic and household
structure and size in United Kingdom is
illustrated. This provides complete information
about the population in London and including
age groups, income groups, ethnic groups and
so on. This information will helpful for Aronia
to create plans for targeting their customers.

Customer Profile
Part 1: Demographics
• UK has a population of about 60 million people, half of the
population comprises of female.
• Target Age group: Inhabitants belonging to age group
between (25-54) year’s compromises of maximum
population.
• Target Income Group: Aronia produces high quality natural
food items.
• Target’s Eating Habits and Preferences: People in UK are very
healthy and enjoy having English breakfast comprising of
fried eggs, potatoes, bacon and beans.

Customer Profile
Part 2: Geographic
• Ethnic Groups: In United Kingdom, people
from many ethnic groups live together. Every
month, many immigrants from different
countries, race and religion migrate to United
Kingdom in search of good job opportunities
and better life.

Customer Profile
Part 3: Household size, structure and family
type
• According to the reports, there are about 19
million families in UK. The number has
increased about 15% since 1996. In 2017, the
most common family were married and civil
couple family. There were about 27.2 million
households in 2017, having an average
household size to be 2.4.

Customer Profile
Part 4: Psychographics
• Citizens of United Kingdom love to play sports and
live a healthy life. They are very much concerned
about their health and pay lot of attention to their
eating habits. Aronia, who is planning to enter UK
markets can benefit from this trend and eating
habits. The company mainly manufactures juices,
jams and other related natural products with no
added flavours and preservatives.

Customer Profile
Part 5: Behaviour
• Consumers are very sensitive to the packaging and
aesthetics of the product, that organizations use to market
and distribute their products. Packaging of the product
plays a significant role in creating an appeal among
customers.
• Packaging is one of the most influencing promotional
tools, the shape, colour, texture and branding of
beverages, juices and jams will make it more attractive and
help the company to differentiate the product from its
competitors.

Customer Profile
Part 6: Attitude:
• Branding is about the term, feature, design, name or any
other additional feature that an organization uses to place
its product or service different from that of others.
• 1) Corporate branding
• Corporate branding refers to the name of the organization
and its value and reputation in the minds of customers.
• 2) Product branding Product branding is also known as
individual branding and can be defined as a particular
name that is given to a new product

Conclusion
This assignment provides in-depth information
about the UK citizens such as their choices and
preferences, their attitude and recent trends.
This will guide Aronia to create better plans
for promotion and advertisement and
understand the UK market properly.

THANK YOU