What is Buyer Persona?
Buyer Persona is a detailed description of our ideal customer or target audience. Buyer Persona is a data which characterize ideal customer on the basis of demographics, interest and behavior. Here the goal is to understand the customer deeply and build and target a relevant set of audience which relate to our brand, product or service. In buyer persian, we have to understand our ideal customer or target audience deeply.
The targeting strategies are dependent on relevant buyer persona. We need to know the information of our ideal customer as much as we can. Whereas as we need to see via ideal customers point of view like their problems, desires, what they think, how they motivate and have many factors. Hence, the buyer persona should align with the target audience and make strategies which align with the ideal customers need.
How to Create a Buyer Persona?
To create a buyer persona to sell a product or service, we need to know all the factors about our ideal customer or target audience. Whereas, buyer person is made by 3 things:-
Demographics
Demographics consist of all the basic information of ideal customer as it is used to understand the basic traits of the target audience. These are the measurable traits which categorizes the customers and their attributes.
- Location:- It is used to see, where or at which location our target audience can be seen. (For Example:- Mumbai, Delhi, Gurgaon, etc.)
- Age:- It is used to target audience of a specific age (For Example:- 18-45 years old, 25-55 years old, etc.)
- Educational Qualification:- It is used to see you are qualified and in which field or profession you are qualified. (For Example:- MBA, BBA, BSC, IIT, etc.)
- Profession:- It is used to see what you do or in which profession or field you work. (For Example:- Corporate Employees, Government Employees, Marketer, Financial Advisiory, etc.)
- Marital Status:- It tells you are married or not.
- Parental Status:- It tells you are having kids or not.
Interests
Interests are the things you like do according to your personalization leaving you behavioral traits. Interest is used in profiling and understanding target audience interests, preferences and personalization. In which type of content ideal customer engages. As we need to know how their interest will connect to our brand, product or service.
It consists of what industry do customer follows or likes, websites visited, which mobile apps and social media customer uses, tv shows and movies he likes , celebrities followed, which brand customer prefers comes in Interests. It may have many other things like games, styling and many other. Hence, all the activities done on the basis of ideal customers interest.
Behavior
Behavior refers to the pattern of the ideal customers daily living. As a business, how we can relate our brand, product or service to the target audience. As it refers to the actions and decisions customer makes as behavior is what the person actually do in this daily living.
We have to see how our ideal customers or target audience reacts, interacts and how his or her decision making influences. Behavior consist of where he or she travels, type of purchases, food he or she prefers, sports played and can have many other factors. Hence, finally the behavior is all about what he or she do.
Examples of Buyer Persona
1. Buyer Persona – To Sell Leather Jacket (Price – Rs.12,000/-)
Demographics
Demographics
Location:- Major Metropolitan City (like in India – Gurgaon, Mumbai, etc.)
Age:- 28 to 40 years old
Gender:- Male
Educational Qualification:- MBA, IIT, Diploma in Sales and Marketing (Mainly Masters)
Profession:- Finance, Marketing, or Enterpreneurship
Marital Status:- Married
Parental Status:- 1 to 2 young kids
Interests
Industry:- Marketing, Finance, Business
Social Media:- Instagram for Socializing, LinkedIn for Professional Work
Websites Visited:- business standard, hindustan times
Mobile Apps:- MakeMyTrip, Zomato, Blinkit, Amazon, Myntra
TV Shows & Movies:- Netflix, Amazon Prime, Indian Premier League (IPL), English Premier League
Celebrities Followed:- Cricketers – Hardik Pandya, Virat Kohli, Bollywood – Hrithik Roshan, Ranveer Singh
Brands Preferred:- Royal Enfield, Harley Davidson (if he likes biking), Tommy Hilfiger, Levi’s (for clothing), Casio, Cartier (for watches)
Behavior
Travel:- Occasionally for Work, Hill Stations and International Travels, Need Luxury Experience on Trips
Purchases:- Quality over Quantity, High Value Items, Premium Accessories
Food:- At luxury hotels and restaurants, Exploring new cuisines, Using Zomato/Swiggy/Uber Eats
Sports:- Cricket, Football, Tennis, Golf
Hobbies:- Reading, Attending professional events, Exploring new things and places
2. Buyer Persona – To Sell Modi Jacket at an Affordable Price (Price – Rs.1,600/-)
Demographics
Location:- Tier 2 & Tier 3 Cities like Bhopal, Lucknow, Indore, Jaipur
Age:- 25 to 55 years old
Gender:- Male
Educational Qualification:- Collage Graduate (has any degree) Bachelors Degree
Profession:- IT professionals, Corporate employees, Government employees, Small & Medium Enterprise Owner
Marital Status:- Married
Parental Status:- Have Kids – 1 or more
Interests
Industry:- Entertainment, Culture, Heritage, Traditional Music
Social Media:- Facebook (Staying Connected), Instagram (Engages with Influencers), WhatsApp (for professional communication)
Websites Visited:- ndtv, the hindu, bollywood hungama
Mobile Apps:- Amazon, Meesho, Youtube, Hotstar, Voot
TV Shows & Movies:- Bollywood movies, Regional movies, Reality & Drama shows
Celebrities Followed:- Amitabh Bachchan, SRK, Classical Music Artists, Cultural Influencers
Brands Preffered:- Raymond, Peter England (for clothing), Titan, Fastrack (for watches)
Behavior
Travel:- Family Trips, Cultural Visits, Tourist Spots like Udaipur, Agra, Affordable International Destinations Dubai, Thailand, Bali
Purchases:- Mix of Online & Offline Shopping, Prefers Affordability, Sales & Festive Buying
Food:- Vegetarian & Occasionally Non-Vegetarian, Traditional Cuisine, Cultural Food Events, Family Restaurants & Cafes
Sports:- Cricket, Badminton, Kabaddi, Gym Activities
Hobbies:- Visiting Temples, Involved in Small Parties, Watching Movies & Shows
(Note:- “Above examples are to explain you how buyer persona is made, as it is a sample. These examples are not for commercial use and do not have any commercial purpose“)
Conclusion
Therefore, we saw how buyer persona affect the marketing and why buyer persona is created for marketing. It is important to know how people live to target the ideal audience. We need to know the demographics, interest and behavior of the ideal customer which will help to market the product or service to the target audience. The examples of buyer person will help you understand how buyer persona which includes all the major factors to make audience segment and promote brand, product or service to the target audience.
