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,( Immediate or Commercial Buyers), and the End Users, (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.

2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
.. to 2028
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_19
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_24
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_34
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_44
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_54
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_64
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
AgeGr_65
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_AB
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C1
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_C2
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE
SocialGr_DE

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 / Traveling 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.