Meet Caroline
Caroline lives in a metropolitan area with her parents in Cleveland Ohio. She is a single mother to a 5 year old. As many millennials are beginning to start their family - If they haven't already - they make up the bulk of KidsHouse's customers. Caroline and others alike enjoy KidsHouse because of the wide array of products we sell. from clothes to food, to diapers and other sanitary and hygienic products, kids House is the one stop shop for your child. from ages 1 month to 10 years, we are the place that houses all your kids needs.
Personality
Customers like Caroline have a desire to save money whenever they can. They tend to be frugal and spend most of their money where it really matters and where it will make a difference - their family.
VALS Statistics
Our target customer’s primary type is achiever. Achievers value money and see it as a measure of success. They are scheduled and goal oriented, committed to a family-first attitude, as well as hardworking and private. They are also known for their moderance and hard-working attitude. Our target customer’s secondary type is striver. They are characterized by their minimal resources, high job turn-over rate, fun loving attitude, tendency to wear their wealth, and desire to better their lives despite their struggle to make it happen. “Millennials are a psychologically diverse group. Forty-two percent are motivated by achievement; they are aspirational and seek peer approval. Forty-two percent are motivated by self-expression—they desire social or physical activity” (Breman, para. 2).
Demographics
Our customer is a millennial born in 1989. She’s a black single mom from Cleveland, Ohio. According to Pew Research Center White people make up the majority of single parents at 42% and black people are second place at 28% (para. 15). However, “Solo moms are more than twice as likely to be black as cohabiting moms (30% vs. 12%), and roughly four times as likely as married moms (7% of whom are black)” (para. 16).
Occupation and Education Level
Her occupation is as a bank teller so that she can be home and take care of her daughter. According to Glassdoor the average salary for a bank teller is $30,465 a year. She is a high school graduate starting back in college to get a bachelor’s in business. She is single and living at home, but with the addition of a child so there is little discretionary income.​