Target Market Analysis

Geography

The target populations for this project are the modern Canadians located across Canada. Most modern Canadians reside in different places in Canada. The immigrants in the city of Toronto will be of much consideration. Toronto city has a population of 2.93 million and its size is 630.2km2. From the Census data, the city has 1,266,005 immigrants (Lowes, 2019).

Demographics

The study will target only women and girls within a range of 16 years and 65 years. The project will focus on promoting cultural unity by providing an environment through which children can relate to their cultural roots. All races apart from those from Native Americans will be considered in this study. The target group marital status report shows that most immigrants in Toronto City are married and not separated (Turcotte, 2019). The girls and women who were in the era of inequality are much considered. Women and young girls are at the top of the priority list for the organization since they represented the most oppressed group, such as they are treated unfairly and they also face injustices. All sizes of families will be considered and the status of marriage will not be considered.

Socioeconomic Factors

According to the 2016 Census statistics, 54% of the immigrants across Canada have college or university degrees. They account for 23.8% of the labor force but this percentage is expected to decrease due to an increased level of immigration. The average income for the immigrants is 47, 102 (Turcotte, 2019). This study will consider all women and girls regardless of whether they have attended school or not, both employed and unemployed.

Psychographics

The ways of life for immigrants in Canada vary from person to another. 20% of the immigrants in the city of Toronto claim to be a religious affiliation, love interacting and socializing. Besides, statistics reveal that most Canadians prefer visiting different places including the Niagara Fall (Truth and Reconciliation Commission of Canada, 2015). The fact that the immigrants love associating with others will be of great benefit while gathering data. The main values which they consider embracing include respect for their cultures, equality, peace, and safety. The live a socializing lifestyle and their way of living are respectful. They respect their culture and consider every other person’s culture as important as theirs. Across Canada, the social class of the immigrants varies depending on where one resides. Those living in Toronto and other major cities have a higher social class. The most important social institution is the family. They treat marriage as sacred and the uniting of two couples a traditional rite. For those who live in remote areas, they are completely cut off from the effects of modern lifestyles, and they prefer pursuing that lifestyle. It is considered rude for a person a stranger to ignore their greetings, as this is considered a sign of ignorance.

Behavioral Characteristics of the Target Group

Most immigrants across Canada tend to feel that they are represented as the “invisible minorities” and would like to be acknowledged in national agendas (Truth and Reconciliation Commission of Canada, 2015). This behavioral characteristic will be the cornerstones for supporting the goal of increasing cultural awareness within the region by promoting inclusion of cultural studies into the school’s cultural program.

References

1. Lowes, M. (2019). Policy Brief: The Urban Age of Aging-Addressing the Multidimensional Barriers of Older Toronto Residents.
2. The Canadian Press. (2016). Tag archives: Indian residential schools. Red Power Media. Retrieved from: https://redpowermedia.wordpress.com/tag/indian-residential-schools/
3. Truth and Reconciliation Commission of Canada. (2015). Canada’s Residential Schools: 1939 to 2000. The history, Part 2, Part 2. New York, NY: Truth and Reconciliation Commission of Canada.
4. Turcotte, M. (2019). Results from the 2016 Census: Education and Labour Market Successes and Challenges for Children of Immigrant Parents. Statistics Canada= Statistique Canada.