Social Media Preferences

Decision Matrix

How does the profile make purchasing decisions?

Acquisition Activity

Are profiles actively making purchases and spending money?

Purchasing Quality Index

What does this profile value more? Affordability or Quality?

Down on the Farm

The Down on the Farm person profile has less disposable income with a mixed educational background some with a degree or diploma in agricultural studies, business or trade school. They generally have practical purchasing habits while enjoying outdoor activities all year. Family and community are important and are often attracted to activities that allow them to share experiences. You often find them at church on Sunday. They are often self-reliant, self-motivated, enjoy listening to the CBC, and Country FM. They typically prefer beer to wine, domestic vehicles over imported, often include pick-up trucks and SUV’s. They can be very brand loyal and for past time will watch football or hockey, and prefer camping over a resort vacation. They consume traditional media, but are active on the Internet searching for information on areas of interest.

Age: Between 25 and 65 years old

Gender: Male or Female

Marital Status: Married or Single

Purchasing Quality Index: Average 3.0

Vehicle Group: Greater than 2 yrs old, worth more than $30K

Preferred Vehicles*: Chevrolet Trucks, Ford Trucks, Dodge Trucks, Jeeps, Toyota Camry, Nissan Altima, Chrysler 300, Chrysler 200, Chevrolet Impala, Cobalt, North American Minivans, Buick LaCrosse, Regal, Ford Taurus, Focus, Honda Accord, Civic, Toyota Corolla, Camry, Mazda 323, Hyundai Sonata, Elantra, Toyota RAV4, Nissan Altima, Chevrolet Cobalt

Home/Condo: Own a home or farm

Home Value: The property value is greater $250K

Income Range: Low end $40K per year; high end $120K per year

Smoker: Higher than average likelihood


*Note – Vehicle list represents typical vehicles preferred but not all possible choices