DECISION MAKER PROFILES DEFINITIONS

 

The purpose of the data given in this section is to identify the exact decision maker (i.e. the DMU or Decision Making Unit) in the purchase decision for Products.  This data is vital for all advertising and promotional activities.

This section gives the data at two levels of commercial activity, being firstly, data sets for the Buyer and secondly, data sets for the End User. The data therefore provides information on the targeting of the Decision Makers at the two major market levels.

The data matrix is in the form of an Age & Social Profile of the respondent.

The data on Immediate Buyers, (or Trade Buyers), and the End Users, is formatted in the following matrix.

The Field Names of the matrix cells are shown as "<___"below.

<BUYERPROFILE = End User Profile or Immediate Buyer

<SECTION = Product, Country, Competitor, Commercial Operation, et al.

Year +1
Year +2
Year +3
Year +4
Year +5
Year +6
Year +7
Year +8
Year +9
Year +10
Year +11
Year +12
Year +13
Year +14
AgeGr_19x1
AgeGr_19x2
AgeGr_19x3
AgeGr_19x4
AgeGr_19x5
AgeGr_19x6
AgeGr_19x7
AgeGr_19x8
AgeGr_19x9
AgeGr_19x10
AgeGr_19x11
AgeGr_19x12
AgeGr_19x13
AgeGr_19x14
AgeGr_24x1
AgeGr_24x2
AgeGr_24x3
AgeGr_24x4
AgeGr_24x5
AgeGr_24x6
AgeGr_24x7
AgeGr_24x8
AgeGr_24x9
AgeGr_24x10
AgeGr_24x11
AgeGr_24x12
AgeGr_24x13
AgeGr_24x14
AgeGr_34x1
AgeGr_34x2
AgeGr_34x3
AgeGr_34x4
AgeGr_34x5
AgeGr_34x6
AgeGr_34x7
AgeGr_34x8
AgeGr_34x9
AgeGr_34x10
AgeGr_34x11
AgeGr_34x12
AgeGr_34x13
AgeGr_34x14
AgeGr_44x1
AgeGr_44x2
AgeGr_44x3
AgeGr_44x4
AgeGr_44x5
AgeGr_44x6
AgeGr_44x7
AgeGr_44x8
AgeGr_44x9
AgeGr_44x10
AgeGr_44x11
AgeGr_44x12
AgeGr_44x13
AgeGr_44x14
AgeGr_54x1
AgeGr_54x2
AgeGr_54x3
AgeGr_54x4
AgeGr_54x5
AgeGr_54x6
AgeGr_54x7
AgeGr_54x8
AgeGr_54x9
AgeGr_54x10
AgeGr_54x11
AgeGr_54x12
AgeGr_54x13
AgeGr_54x14
AgeGr_64x1
AgeGr_64x2
AgeGr_64x3
AgeGr_64x4
AgeGr_64x5
AgeGr_64x6
AgeGr_64x7
AgeGr_64x8
AgeGr_64x9
AgeGr_64x10
AgeGr_64x11
AgeGr_64x12
AgeGr_64x13
AgeGr_64x14
AgeGr_65x1
AgeGr_65x2
AgeGr_65x3
AgeGr_65x4
AgeGr_65x5
AgeGr_65x6
AgeGr_65x7
AgeGr_65x8
AgeGr_65x9
AgeGr_65x10
AgeGr_65x11
AgeGr_65x12
AgeGr_65x13
AgeGr_65x14
SocialGr_ABx1
SocialGr_ABx2
SocialGr_ABx3
SocialGr_ABx4
SocialGr_ABx5
SocialGr_ABx6
SocialGr_ABx7
SocialGr_ABx8
SocialGr_ABx9
SocialGr_ABx10
SocialGr_ABx11
SocialGr_ABx12
SocialGr_ABx13
SocialGr_ABx14
SocialGr_C1x1
SocialGr_C1x2
SocialGr_C1x3
SocialGr_C1x4
SocialGr_C1x5
SocialGr_C1x6
SocialGr_C1x7
SocialGr_C1x8
SocialGr_C1x9
SocialGr_C1x10
SocialGr_C1x11
SocialGr_C1x12
SocialGr_C1x13
SocialGr_C1x14
SocialGr_C2x1
SocialGr_C2x2
SocialGr_C2x3
SocialGr_C2x4
SocialGr_C2x5
SocialGr_C2x6
SocialGr_C2x7
SocialGr_C2x8
SocialGr_C2x9
SocialGr_C2x10
SocialGr_C2x11
SocialGr_C2x12
SocialGr_C2x13
SocialGr_C2x14
SocialGr_DEx1
SocialGr_DEx2
SocialGr_DEx3
SocialGr_DEx4
SocialGr_DEx5
SocialGr_DEx6
SocialGr_DEx7
SocialGr_DEx8
SocialGr_DEx9
SocialGr_DEx10
SocialGr_DEx11
SocialGr_DEx12
SocialGr_DEx13
SocialGr_DEx14

The data is given as series matrix of Age Group and Social Group:

Age Group <= 19 years

Age Group: 20 - 24 years

Age Group: 25 - 34 years

Age Group: 35 - 44 years

Age Group: 45 - 54 years

Age Group: 55 - 64 years

Age Group: 65+ years

Social Group: AB

Social Group: C1

Social Group: C2

Social Group: DE


DECISION MAKER PROFILE DEFINITIONS

SOCIAL CLASS

DEFINITION

OCCUPATION

NON-MANUAL

A

Upper Middle Class

Higher managerial, administrative or professional

B

Middle Class

Intermediate managerial, administrative or professional

C1

Lower Middle Class

Supervisor or clerical and junior managerial, administrative or professional

MANUAL

C2

Skilled Working Class

Skilled manual workers

D

Working Class

Semi- and unskilled manual workers

E

Those at the lowest levels of subsistence

State pensioners, etc., with no other earner

"A" SOCIAL CLASS

EXAMPLES:

Fully qualified people working in Law, Church, Medicine

Doctors, Surgeons, Physicians, Dentists, Solicitors, Barristers, Fully Ordained Clergy

Chartered people

Architect, chartered accountant, chartered surveyor, etc

Fully qualified people in other spheres who have a great deal of responsibility

Head Master/Head Mistress of large school University Professor/Head of Department in University. Editor-in-Chief of large Publication. Senior Civil Servants (Principal & above) Senior Local Government Officials (e.g. Town Clerk, Treasurer, County Planning Officer)

Higher Managerial or Senior Executive (usually with other executives under them)

Proprietor of large business; managing director/company director of large company; Manager of large factory / store / bank. Senior executives in large organizations. Senior Industrial Scientist/Chemist/Physicist/Engineer (at Senior Executive level) with the highest professional qualifications. Stockbroker and jobber. Member of Parliament. Proprietor of a large farm.

High ranking grades of the services

Police Superintendent, Chief Constable Lieut. Col. and above (Army) Wing Commander and above (Air Force) Commander and above (Navy)

Retired people

People living in comfort on investments or private income. Retired people where the head of the household before retirement would have been "A" grade.

"B" SOCIAL CLASS

EXAMPLES:

People with very responsible jobs

Headmaster / Headmistress of smaller school; Senior Master / Mistress, Head of a Department in a school; Senior University/Technical College lecturer. Editor; Senior qualified Librarian; Matron of hospital. Civil servants (Higher Executive Officer and above). Local Government Officials who are head of department/local office et cetera. Captain/pilot of large aircraft (civil aviation). Professional farmer (not working manually).

Middle grades in managerial and executive positions

Proprietor of medium-sized business; Managing Director / Company Director of medium-sized company; Manager of small branch office of bank/insurance company; proprietor of large shop/store (with clerical and manual workers) Senior executives in medium - sized organizations. Middle-grade executives in large organizations. Industrial Scientist / Engineer (fully qualified) in an executive position.

Upper grades of the Services

Police Inspector/Detective Inspector Captain, Major (Army) Flight Lieut. (Air Force) Lieut. Commander (Navy)

Retired People

People with private incomes living a rather less luxurious way than "A" grade, and retired people where the head of the household before retirement would have been "B" grade.

"C1" SOCIAL CLASS

EXAMPLES:

All others doing non-manual jobs.

Fully qualified people, and those working as assistants to 'AB' Teacher (without special responsibilities); Junior University / Technical College lecturer. Journalist. Junior Librarian. Civil Servant (Executives and all other clerical grades). Architectural assistant/technician. Nurse, Nursing sister, midwife, radiographer, Physiotherapist. Social worker. Pharmacist, Dispenser, chiropodist, optician, osteopath (unless he has full medical qualifications). Photographer. Pilots of small aircraft, navigators (Civil aviation). River pilots. Airline Steward/Stewardess.

Junior Managerial and executive positions

Proprietor / Manager of small business; Company Director of small company; Manager of small shop (who does mainly clerical / administrative work); Sales Manager (who does not have others under him); Manufacturers agents / Company representatives / Travelling salesmen (who do not carry goods); Insurance inspector; debt collector; Industrial Scientist/Engineer (doing non-manual work); Catering trade proprietor

Supervisory Grades

Bus inspector, foreman (doing non-manual work).

Artists (unless at the top of their profession)

Musician, actor, painter, ballet dancer, professional sportsman, et cetera.

Clerical positions

Clerk, typist, book-keeper, accountant (not chartered), keyboard operator, secretary, telephonist (PTT and others), receptionist, draughtsman, laboratory and other technicians (non-manual), computer operators/programmers.

Middle grades of the services

Police Sergeant Lieut. 2nd Lieut. (Army) Flying Officer, Pilot Officer (Air Force) Sub-Lieut. (Navy)

Retired people

Retired people who, before retirement, would have been in "C1" grade and have pensions other than state pensions or have private means.

"C2" SOCIAL CLASS

EXAMPLES:

Skilled manual workers/ craftsmen, who have served an apprenticeship or had more than one years training

Bricklayer, carpenter, plasterer, glazier, plumber, painter (decorator), joiner, cabinet maker, blacksmith, coppersmith, plater, riveter, shipbuilder, fitter, grinder, millwright, setter, toolmaker, turner, vehicle builder, welder, electrical fitter, electrician, signalman, linesman, furnace men, moulder, smelter, electronics engineer, dental mechanic, skilled underground workers (miners), florist, finisher (paper and board manufacture), compositor, linotype operator, typesetter, electrotyper, process engraver.

Manual workers with special qualifications

Long-distance lorry driver; guard on long-distance trains, engine driver, bus driver, coach driver, ambulance driver, taxi driver. Security officer. Farmer (sole).

Manual workers (skilled or unskilled) with supervisory responsibilities

Foreman, charge hand, overlooker, overseer, stevedore, et cetera (whose work is mainly manual). Senior shop assistant ("1st sales") Manager/Owner of shop (whose work is mainly manual). Higher grade postman.

Lower grades of the Services

Police constable/Detective constable Fireman, leading fireman Sergeants and non-commissioned officers (all services).

Retired people

Retired people who, before retirement, would have been in "C2" grade and have pensions other than state pensions or have private means.

"D" SOCIAL CLASS

EXAMPLES:

Semi-skilled and unskilled manual workers

Labourers and mates of occupations listed in "C2" grade. People serving apprenticeship or being trained for skilled manual work.
Unskilled workers include:
Woolsorter, blender, carder, comber, drawer, spinner, doubler, twister, weaver, bleacher, dyer, textile printer, boot or shoe maker, cutter (clothing manufacture apart from bespoke tailoring), tailor's or dressmaker's fitter, machinist (clothing manufacture). Many machine minders. Agricultural labourers. Bus conductor, railway porter, guard on local train, ticket collector. Cleaner, ward orderly, laboratory assistant. Postman. Shop assistant, waiter/waitress, Gas/Electricity meter reader/collector, Door-to-door salesman, van salesman. Storeman, warehouseman, checker, night watchman, gatekeeper.

Lowest grades of armed Services

Private or equivalent (Army) Aircraftsman (Air Force) Ordinary seaman (Navy)

Retired people

Retired people who before retirement would have been in "D" grade and have pensions other than state pensions, or have other private means.

"E" SOCIAL CLASS

EXAMPLES:

Those at lowest levels of subsistence

Broadly, Grade "E" consists of those whose needs the social security schemes are specially intended to cover. It consists of pensioners, widows, and families, casual or lowest grades of workers, and those who through periods of sickness or lack of opportunity, or unemployment, are unable to take their place in the higher grades, where there is no other wage earner of higher grade.