What is Acorn in marketing ?

djay1096

New member
ACORN stands for A Classification Of Residential Neighbourhoods is a geo-demographic tool assisting businesses in understanding their target market. It is a marketing segmentation system that enables consumers to be classified according to the type of area they live.

It is an identification of different types of neighbourhoods. ACORN was developed in the late 1970s by CACI Market Analysis Group, an Anglo-American market research firm, as a basis for sampling and direct mail. It works on the assumption that people living in particular types of neighbourhoods tend to exhibit similar patterns of behaviour. Marketers generally consider ACORN a better indicator of buyer behaviour than classifications based on occupation of head of household. It is used by companies seeking to identify where demand for their products may be concentrated, by major retailers for store location, and by bank and building societies for branch location. It is also in widespread use for selecting representative samples for questionnaire surveys.


For instance, individuals in rural locations have different purchasing behavior than those residing in bustling downtown neighborhoods. ACORN mainly focuses on factors such as population location and other lifestyle variables.


The information gathered by ACORN allows business to concentrate on geographical location specific marketing strategies. By analyzing demographic data, social factors, population and consumer behavior, it provides valuable consumer insight helping organizations to target, acquire and develop profitable customer relationships and improve service delivery.This, in turn, impacts marketing campaigns and other sales & distribution decisions such as where to open the next franchise, which store location to close and more.


For the analysis of various market segments, census data, lifestyle surveys and other demographic statistics are used by the Consolidated Analysis Centers Incorporated (CACI) to categorize the entire population into 56 types of household under 14 groups in 5 categories.
 
ACORN stands for A Classification Of Residential Neighbourhoods is a geo-demographic tool assisting businesses in understanding their target market. It is a marketing segmentation system that enables consumers to be classified according to the type of area they live.

It is an identification of different types of neighbourhoods. ACORN was developed in the late 1970s by CACI Market Analysis Group, an Anglo-American market research firm, as a basis for sampling and direct mail. It works on the assumption that people living in particular types of neighbourhoods tend to exhibit similar patterns of behaviour. Marketers generally consider ACORN a better indicator of buyer behaviour than classifications based on occupation of head of household. It is used by companies seeking to identify where demand for their products may be concentrated, by major retailers for store location, and by bank and building societies for branch location. It is also in widespread use for selecting representative samples for questionnaire surveys.


For instance, individuals in rural locations have different purchasing behavior than those residing in bustling downtown neighborhoods. ACORN mainly focuses on factors such as population location and other lifestyle variables.


The information gathered by ACORN allows business to concentrate on geographical location specific marketing strategies. By analyzing demographic data, social factors, population and consumer behavior, it provides valuable consumer insight helping organizations to target, acquire and develop profitable customer relationships and improve service delivery.This, in turn, impacts marketing campaigns and other sales & distribution decisions such as where to open the next franchise, which store location to close and more.


For the analysis of various market segments, census data, lifestyle surveys and other demographic statistics are used by the Consolidated Analysis Centers Incorporated (CACI) to categorize the entire population into 56 types of household under 14 groups in 5 categories.

Hey dear, i think you did a great job and your content on Acorn in marketing would help many people. BTW, i thought i should also add something so i am uploading a document which would give useful information on Acorn in marketing.
 

Attachments

  • Acorn in marketing.pdf
    763.5 KB · Views: 2
Top