Almost 53% of all the households in the state of North Carolina make less than $50k per year. In the target market of Mecklenburg County about 44% of all households fall into the same income category. A similar conclusion can be drawn when we look at households making less than $100k in income. In Mecklenburg County approximately 74% of all households make less than $100k but statewide that number increases to 82%.

On the higher end when we look at households making more than $100k we find that 1 out of every 4 households in Mecklenburg County make more than $100k as compared to approximately 17.5% for the state.

All this clearly points to the fact that the target market of Mecklenburg County is more affluent than the state of North Carolina. This is important for Felix and Michael of Central Plumbing and Heating who understand only too well, that high paying profitable jobs tend to come from homes with higher income on balance. Thus when we look at the lucrative business of remodeling kitchens and bathrooms, it is much easier to upsell high end fixtures to folks with higher incomes. It is simply not affordable for someone making less than $50k per year to shell out $350 for a high end bathroom faucet or showerhead.

Felix and Michael will make sure they understand that when they are sending out marketing materials and specials to households with a lower or middle income profile, they will include services and packages that are tied to the affordability of that market segment.

Quick Links:

1. Go to the Corresponding Template section for this industry.
2. Go to the Corresponding Questionnaire section for this industry.