Free Marketing Dissertations - 2.2: Customer Profile The Customer Profile For The Proposed Business Venture
2.2: Customer Profile
The customer profile for the proposed business venture is presented below.
From the study on the customers for the aroma therapy and yoga leisure centres, it is clear that the customers for the oxygen bar which targets the customers from these segments of leisure industry would fit into the following profile
Age group: The age group for the customers in the target market is predominantly between 30 and 50 years of age. The arguments of Isla Gower (2005) that the age group of the customers to the aroma and yoga segments of the business increase with the increase in age further justifies that the customers for the oxygen bar are predominantly over the are of 35 years even though a considerable segment of the customers are expected in the age group of 30-35 years.
Gender: The study by Cara Carmichael Aitchinson (2005) has revealed that the number of customers visiting for the aroma therapy and yoga are predominantly women with the exception of a few men. Furthermore, the study has also revealed that women over the age of 35 years predominantly opt for soft forms of leisure like yoga and aroma therapy along with diet procedures. This has proves that the gender for the target market is predominantly female with only a small percentage of the segment being men.
Life style: The analysis of Cara Carmichael Aitchinson (2005) further reveals that the life style of the customers in this segment of the leisure industry is predominantly less active in nature and stressful. The customers are predominantly office professionals who work about 8 hours a day under stressful conditions.
3.0:
3.1: Number of customer required
The costs involved with the bar using a standard unit is classified below
Fixed Costs
Standard Base unit cost = £ 4996
LED technology = £ 500
Manager Salary = £ 16000 p.a.
Variable costs
Nose hoses (box of 200 assorted colours) = £ 40
Aroma Bottles (per dozen 2 oz various scents) = £ 150
Assumptions made
There are three students employed on a casual basis everyday on a twenty hour per week contract. This makes the number of students working on a casual basis as 8 per week on a 4 hour per day rotation for a five day cycle. With this assumption the total variable cost with respect to the casual workers is calculated as follows
Hourly rate for a student working on a casual basis = £ 6.5
Total number of hours estimated = 150 hours
Therefore the total variable cost for the casual workers salary = £ 975 per calendar month
Hence the break even point is calculated with the aforementioned assumptions to identify the number of customers required for the business to survive without making loss as shown below
The variable costs per unit is thus assumed as follows
Raw materials = £ 12.70
Human resource = £ 6.5 assuming that the therapy is provided for one hour per member of the club.
