Customer Persona - Outdoor entusiasts backpack

Customer Name and Photo

· Cody Charleston –

Quote for customer use of the persona

· As a Rustic admirer I need a bag that is heavy duty, can withstand rugged conditions and material, carry a heavy load with a lot of space, and easily allows accessibility of gear while also being comfortable on my back while hiking.

Demographic Description

· 29 years old (Gen Y) (1)

· Male

· Occupation: Geologist with a mining company – loves the outdoors

· Education: UBC graduate

· Has a family – wife and a kids

· Recently purchased a town home in greater Vancouver (Surrey)

· Income: $120000 year

· Background: Canadian Caucasian

Geographic Description

· Lives in Greater Vancouver – Surrey (Pop: 500000) - Suburban

· Conditions are nice and sunny sometime rainy

· Increase in concentration of Suburban Millennials in Surrey (2)

Psychographic Description

· Likes to enjoy the outdoors during freetime (5)

· Camping as a social activity (7)

· Enjoys spending time with family

· Fishing, golf, any outdoor sport

· Always exploring hiking trails

· Is an artist and likes to sing

· Access social networking daily (4)

· Millennials are entitled, in debt and obsessed with healthy alternatives (6)

·

References 1. https://www.environicsanalytics.com/en-ca/resources/blogs/ea-blog/2016/02/29/the-diversity-of-millennials

2.https://biv.com/article/2016/04/housing-prices-pushing-millennials-suburbs

3. http://canadianmillennials.ca/segmentation-analysis/

4. https://www.library.yorku.ca/web/bbl/2018/01/05/generation-millennial-from-managing-to-marketing/

5. http://assets.cengage.com/training/AOD_PRIZM5_Snapshots.pdf

6. http://www.portal.euromonitor.com/portal/analysis/tab - understanding millenials as parents

7. https://www.thecabin.net/news/lifestyle/2017-03-20/outdoors-activities-popular-millennials

8. http://geographicresearch.com/documents/PRIZM5_Handbook_2015.pdf

Photo:

https://www.livestrong.com/article/511603-what-are-the-benefits-disadvantages-of-hiking/