Porterville College 3/24/2014

Demographic and Psychographic Data

•  Largest Provider & Expert in Retail Business Intelligence Solutions

•  19 Years Experience

•  250 Databases, including Household Data on 133 million households

•  Immense Demographic, Psychographic, Behavioral & Financial data

•  International Capabilities - 26 Countries

• Unparalleled Customer Insights Drive Better Decisions •  Helping Advance get more dollars out of existing customers

•  Efficiently & Effectively find new ones

• Retail Experience •  Actionable Solutions & First-Class Customer Service

Purpose

To identify core consumers the market trade area, understand leakage/surplus, understand complementary retail uses, and

become a proactive partner to local businesses

Application City focuses resources on helping local business owners make

strategic merchandising, complement the current retail climate, and better understand the market trade area’s consumers.

Psychographic Data  Information about a person’s: •  Values •  Attitudes •  Interests •  Personality traits •  Lifestyles

Builds a profile about how a person views the world, the things that interest them and what triggers motivate them to action.

Demographic Data Information about a population’s: •  Age •  Gender •  Ethnicity •  Income •  Education •  Location •  Employment Status

•  Segmenta)on  • Credit  Cards  • Reward  Cards  •  Subscrip)ons  • Mail  Order  • Warranty  Cards  • Motor  Vehicle  Informa)on  •  Telechecks  

Information Gathering

10 Minute Drive Time

Secondary Trade Area

Define Your Trade Area

5  Mile    Ring  

10  Min.  Drive  Time  

Secondary  Trade  Area  

Popula)on   72,887   69,036   114,355  

Retail  Poten)al   $492,706,672   $467,902,405   $992,453,508  

Foodservice  &  Drinking  Places  Sales   $22,223,092   $21,436,821   $65,708,596  

10  Minute  Drive  Time   Secondary  Trade  Area  

Popula)on   68,698   114,355  

Total  Households   19,946   32,277  

Male   49.6%   50.2%  

Female   50.3%   49.7%  

Median  Age   29   30  

Median  Household  Income   $39,684   $35,751  

Average  Household  Income   $53,838   $51,133  

Associates  Degree   7.4%   7.1%  

Bachelor’s  Degree   8.2%   7.1%  

Graduate  Degree   3.8%   3.5%  

Kyle  S.  Hannah  S.  2651  Whitemarsh  Rd      

•     Married  •     Age  36  •     ExecuEve  Job  •     Salary  of  $100k              

Greg  J.  Cathy  J.  2653  Whitemarsh  Rd      

•   Married  •     Age  37  •     ExecuEve  Job  •     Salary  of  $100k                            

Na)onal  

Zip  +4  

Market  

Geographic  Household Level Data

Psychographic

 1-­‐7   1-­‐6   1-­‐6   1-­‐6  1-­‐5   1-­‐4   1-­‐5   1-­‐4   1-­‐4   1-­‐5   1-­‐5   1-­‐3  

Kyle  S.  Hannah  S.  2651  Whitemarsh  Rd      •     Shops  at  Target  •     Use  a  Public  Library  •     RecepEve  to  Direct  Mail  •     Eat  at  Applebee’s  •     Spend  $150+wk  at  Grocery  store            •     Liberal  poliEcal  outlook                    

Small  Town  Success Greg  J.  Cathy  J.  2653  Whitemarsh  Rd      •     Shops  at  CVS  •     Visits  City  Parks  •     Eat  at  PF  Chang’s  •     Spend  $250  month  on  clothing  •     Influenced  by  celebrity  endorser  •     ConservaEve  poliEcal  outlook    

   

                         

Household Level Insights

     Status  Conscious  Consumer  

Residential Profile

E02: Urban Blues 20.3%

J02: Latino Nuevo 17.0%

B05: Second-Generation Success 13.0%

F01: Steadfast Conservative 12.6%

B03: Urban Commuter Families 7.1%

Demographics More than three-quarters of all households in this segment are Hispanic—roughly six times the U.S. average. They tend to be mostly young singles, families and single parents living in urban areas primarily in the Southwest in cities as Houston, TX, San Antonio, TX, Phoenix, AZ and Albuquerque, NM. Their schooling is modest and their unemployment rate is more than twice the national average. Those who do find work typically hold entry-level blue-collar jobs in agriculture, retail and food services. Nearly two-thirds of residents own single-family and mobile homes and the houses are older and valued at less than half the national average. Lifestyles The working-class members of Urban Blues make do with low-key lifestyles. They like to spend their free time participating in team sports including soccer, baseball, basketball, volleyball and football. These family oriented households like to keep busy around the house cooking, listening to Spanish music and entertaining friends. However, without a lot of discretionary income, their activities can be limited and even going to movies or out to dinner can be a challenge for most. Many residents like to shop for new fashion at specialty stores—typically those where clerks speak Spanish—but they also patronize large discount chains such as Ross Dress for Less and Payless Shoes. At the grocery store, they stock up on baby food, energy drinks, meat alternatives and cheese typically paying in cash. With little or no banking services and credit cards, Urban Blues households provide a new market opportunity for financial services and credit cards companies for tapping this underserved and underbanked consumer market. Media Urban Blues is dominated by Latin media. Residents tune their radios to stations that play Tejano and ranchera music. They read magazines like Urban Latino and Hispanic Magazine, along with English language titles that reflect their passion for music. They have high rates for watching broadcast television, including English language comedies and cartoons like “George Lopez” and “King of the Hill.” Urban Blues households have low Internet usage rates, but those adults who do go online like to download music and games. These consumers are more comfortable with traditional media, which they often enjoy together as a family.

Description

    Average  Trade  Area(5)   Site  Trade  Area  

Total  PopulaEon   68,775   68,932  

Total  Households   23,406   20,698  

Company  Dominant  Segment  Households   16,150   17,139  

Retailer Porterville, CA

Retail Match Report

Jaye Street & H

ighway 190

Understanding Porterville’s Retail Potential

Retail Leakage/Surplus Analysis

•  How many dollars are leaving

•  What stores attract outside dollars

•  How strong is our retail sector

•  What are our retail opportunities

•  What are the opportunities for local retailers

Leakage/Surplus Index and Actual and Potential Sales by Major Store Types 10 M

inute Drive T

ime

Leakage/Surplus Index and Actual and Potential Sales by Major Store Types Secondary T

rade Area

Sub-Categories of Foodservice & Drinking Places 10 Minute D

rive Tim

e

Store Type Potential Actual Sales Surplus/Leakage Expenditures at Limited-service Eating Places 32,831,732 19,437,584 0.6 Expenditures at Special Foodservices 6,461,153 668,312 0.1 Expenditures at Drinking Place - Alcoholic Beverages 3,102,967 1,330,925 0.4 Total Foodservice & Drinking Places 42,395,852 21,436,821 0.5

Consumer Propensity Reports

Apparel Food:  Baking Home  ImprovementAutomotive Food:  Condiments Household  ProductsBeverages:  Alcoholic Food:  Dairy Lawn  and  GardenBeverages:  Non-­‐‑alcoholic Food:  Frozen Lifestyle  StatementsCable/TV/Radio Food:  General Medicines/Drugs/AilmentsCleaning  Products Food:  Meat Pets  and  Pet  FoodComputer/Internet Food:  Snack/Dessert Print  MediaDining Health  and  Beauty ShoppingElectronics Hispanic:  Spanish  Media TelecomEntertainment/Leisure Hispanic:  Demographic TobaccoFinancial  Services Home  Furnishings/Appliances

CPR  Categories

•  Reveals opportunities for local businesses •  Provides targeted opportunities for localized recruitment •  Gives prospects the ability to forecast success in your market •  Further define real opportunities for expansion

CATEGORY DESCRIPTION RESIDENTIAL WORKPLACE BEVERAGES - NON-ALCOHOLIC DRINKS DRINK MAUNA LAI FRUIT JUICES 162.95 160.47 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK TREESWEET FRUIT JUICES 128.77 124.21 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK CARNATION INSTANT HOT COCOA MIX 110.18 110.17 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK SWISS MISS INSTANT HOT COCOA MIX 81.82 83.04 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK BIGELOW REGULAR TEA 73.90 77.04 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK CELESTIAL SEASONINGS REGULAR TEA 80.99 82.97 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK LIPTON REGULAR TEA 100.83 100.18 BEVERAGES - NON-ALCOHOLIC DRINKS USE FOLGERS GROUND COFFEE 102.45 102.42 BEVERAGES - NON-ALCOHOLIC DRINKS USE MAXWELL HOUSE GROUND COFFEE 81.79 80.30 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK MINUTE MAID ORANGE JUICE 114.77 113.52 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK TROPICANA ORANGE JUICE 104.52 104.55 BEVERAGES - NON-ALCOHOLIC DRINKS USE SEATTLES BEST GROUND COFFEE 89.58 89.38 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK OCEAN SPRAY FRUIT JUICES 86.16 87.38 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK MOTTS FRUIT JUICES 93.22 92.61 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK OTHER TROPICANA FRUIT JUICES 135.10 129.17 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK TROPICANA TWISTER FRUIT JUICES 129.94 125.07 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK V8 SPLASH (REGULAR) FRUIT JUICES 126.38 124.78 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK DIET V8 SPLASH FRUIT JUICES 133.32 130.68 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK WELCHS FRUIT JUICES 101.62 101.27 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK ABUELITA INSTANT HOT COCOA MIX 392.16 382.96 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK OVALTINE INSTANT HOT COCOA MIX 119.18 116.91 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK ENERGY DRINKS 136.97 135.17 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK RED BULL ENERGY DRINKS 153.19 150.91 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK S PELLEGRINO SPARKLING WATERS/SELTZERS 82.52 82.59 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK DASANI NON-CARB BOTTLED WATER 93.67 95.38 BEVERAGES - NON-ALCOHOLIC DRINKS DRINK S PELLEGRINO NON-CARB BOTTLED WATER 105.89 98.84

Consumer Propensity Report