Germany Culture - Essay Example

Age: The age group selected for this consumer profile ranges from 25 years to 45 years.

Gender: Organic Nail Polish is a product used by females therefore the target audience is female for this profile.

Per Capita Income: The per capita income in Germany is approximately forty thousand United States dollars per year (IMF, 2009).

Product: The consumer profile has been made for the product Nail Polish.

Psychographic: Nail Polish is considered the key to being attractive in Germany. The awareness about the importance of organic products is still not very high when it comes to cosmetics. Women in Germany take Nail Polish as an important part of everyday life. This percentage however reduces as age moves further towards 45 years (Advanstar, 2010). The most popular segments of the population in terms of nail polish usage are the rich party crowd.

Behavior: Almost 21% of German females between the ages of 25 to 45 use Nail Polish on a regular basis. The usage is most common in the most prosperous classes of society (Schiffman & Kanuk, 2002). The usage declines as the age moves closer to forty.

Age: 25-45

Per Capita Income: Forty-Six Thousand Dollars per annum (IMF, 2009).

Product: Organic Nail Polish

A random person between the ages of 25 to 45 years was to be interviewed to gain insight into consumer attitudes to nail polish usage. The person Chosen for the interview was as follows:

Name: Amelia Jones

Age: Thirty-Two

Ethnicity: African American

Psychographic: The attitude in society is highly consumer-oriented. People use credit to try and buy things that they cannot even afford. The high part culture makes the country a ready market for cosmetics items. Moreover, highly nuclear families ensure that people like spending money on themselves. Women use cosmetics regularly and try to buy the most expensive items possible. The drive for organic products is increasing rapidly in the United States. The purchases of organic products however are more common in women above the age of 30 years (Advanstar, 2010). The females below 30 years are more focused on purchasing items that satisfy their aesthetic needs.

Behavior: Organic nail polish according to the interviewed person is mostly used by mature women belonging to rich families. This is because the prices of organic products are much high as compared to normal ones (Schiffman & Kanuk, 2002). Purchases are made usually from shops rather than online as women prefer to test items before making a purchase.