Analysis of individuals residing in specific area. Envision Prizm5 and Demostat Highlight reports were used and downloaded for conducting the analysis.

1. Analysis of 3 Km Trade Area Around Postal Code # 1
Analysis of 3 Km Trade Area Around Postal Code #
ENVISION Individual Assignment
Submitted by: Akshaya Pawar, 300904533
Submitted to: Lina Jaglowitz
Marketing Analysis & Planning
MKTG742001_2016F (Sec. 001)
7 November 2016

2. Analysis of 3 Km Trade Area Around Postal Code # 2
A. PRIZM Profile Report Analysis:
As per the PRIZM Profile Report (refer to Appendix-1), the top 5 PRIZM segments in my area
(#) are as follows:
 Street Scenes (38.61%, Index = 1,359)
 Newcomers Rising (14.33%, Index = 161)
 Urban Digerati (8.16%, Index = 114)
 Diverse City (6.80%, Index = 87)
 Young & Connected (4.67%, Index = 102)
The percentage of above segments is very high as compared to the Toronto CMA benchmark.
In this the population of Street Scenes is 1259 times more in cohort to Toronto CMA
benchmark.
B. Demostats Trade Area Highlights Report
The Demostats Trade Area Highlights is in Appendix-2, it showcases Household
Characteristics, Dwelling type, Education, Occupation and Income, Cultural Background,
Commuting pattern of people staying in my area - #. Their analysis is mentioned below:
 Household Characteristics:
 Base Variable and Age of Household Maintainer:
There are 76,728 households in my area of which majority of household maintainers
are in the age group 15 to 24 years (index = 129), which is 29% higher than Toronto
CMA benchmark. While 43% are between the ages of 35 – 54 (35-54 is a collapsed
category of 35-44 and 45-54), they count to 33,228 individuals residing in my area and
their weighted average is 103, which is 3% above Toronto CMA.
As per the report, the least percentage of household maintainers are above 75 years
(count = 5,882 & index = 84) that is 16% below the Toronto CMA benchmark.
The minimum number of household maintainers in the area are in the age group 15 to
24 years i.e. 2,360 but these in comparison to index scores highest of all.
 Size of Household:
Analysis of “Size of Household” depicts that highest number of individuals (25,232)
stay alone. Their index is 138, which means 38% higher than Toronto CMA benchmark.

3. Analysis of 3 Km Trade Area Around Postal Code # 3
While in 23,069 households i.e. close to 30.07% two people stay together (index = 109)
i.e. 9% higher in Toronto CMA’s comparison. In less than 2.50% households more than
6 people stay together which is 1,709 of total households in my area. This as compared
to the benchmark is (index = 44) 66% lower.
 Household Type:
This variable is divided in to two categories viz. Total Family Households and Non-
Family Households. The number of Non-Family Households is 29,710 while that of
Family Households is 47,018.
In 59.88% of the households one-family stay together which if compared to benchmark
is 13% less (index = 87). While in 38.72% households people from different family live
together. Its index is 142, which means 42% more as compared to Toronto CMA. In
only 1.40% (i.e. 1,077) of households Multiple-Families reside together (Index=33)
which means 66% less in cohort to the benchmark.
 Marital Status:
Maximum number of people (i.e. 77,310) in my area are Married or living with a
Common-Law partner while around 47,000 people are single. Least number of
separated individuals stay in the area i.e. 5,518 which is 3.72% of total population
residing here.
The index for “Separated” variable is 121 which is 21% higher in comparison to
Toronto CMA benchmark. In addition to “Separated”, the percentage of “Divorced”
people in assessment against the benchmark is highest (index = 134) i.e. 34% higher in
cohort to Toronto CMA.
 Age of Children at Home:
The total number of children in my area are 52,351. Highest number and percentage of
kids are in the age group of 0-9 years (Count = 22,126), the weighted average of
collapsed categories (0-4years and 5-9years) is 126, which means 26% higher in
correlation to the benchmark.
As against minimum number of children are in the age group 20-24 years which count
to 6,438. Its index is 74 that is 26% less in relation to Toronto CMA benchmark.

4. Analysis of 3 Km Trade Area Around Postal Code # 4
 Dwelling Characteristics:
 Housing Tenure:
Of 76,728 households 44,134 i.e. 57.52% are owned (index = 84) while 32,594 i.e.
42.48% are rented (index = 134). It means that percentage of rented apartment in my
area is 34% above and 16% below the Toronto CMA benchmark.
 Housing Type:
Of 35,308 Houses, which is 46.02% of total households in my area 21,486 (i.e. 28%)
are “Single-Detached Houses” while 11,570 (i.e. 15.08%) are “Semi-Detached Houses”
and 2,252 (i.e. 2.94%) are “Row Houses”.
In comparison to the Toronto CMA the percentage of Semi-Detached House (index =
203) is above the benchmark by 103% while row houses that contributes to only 2.94%
with index: 33 is 77% below the benchmark.
Analysis of apartments reveals that there are 41,213 (i.e. 53.71%) apartments in the
area of which 17,751 (i.e. 23.14%) has less than 5 floors while 3,845 (i.e. 5.01%) are
“Detached Duplexes”. The index of these two variables are 234 and 127 respectively
indicating that its 134% and 27% higher in comparison to our benchmark.
 Age of Housing:
Of 76,728 houses in my area, 46,557 houses (which is around 60%) are constructed
before 1960. Its index id 291, this means its 191% greater in comparison to Toronto
CMA benchmark whereas only 1,355 houses (1.77%) were built between 2006-2011.
The report states that the index of houses built between 2006-2011 is 21 i.e. 79% below
the benchmark.
 Employment and Income:
 Household Income:
The average annual household income of people residing in my areas is $ 1,01,012.13.
This means they below to upper middle class category.

5. Analysis of 3 Km Trade Area Around Postal Code # 5
 Occupation:
The number of working individuals in my area is 96,038 i.e. of the total number of
people residing in the area 65.68% individuals is working population. Its index score is
101, which means its 1% higher in comparison to the benchmark.
Further occupation wise analysis indicates that maximum number of people i.e. 22,245
(15.21%) are employed in “Sales and Service” while minimum number of people i.e.
329 (0.23%) have profession related to “Natural resources or agriculture”.
In comparison to Toronto CMA benchmark, 4.96% of population in my area have
profession related to Arts, culture, recreation and sport (index = 216), which is 116%
above while 0.23% are engaged in Natural resources and agriculture related work
(index = 42) that is 58% below the benchmark.
 Education:
In my area 52,530 individuals holds a degree from university. The percentage of these
degree holder population is 36.61% (index = 113) which implies 13% higher than the
benchmark city. The report also indicates that only 4.13% i.e. 6,038 of population in
my area hold a university diploma or below bachelor’s qualification (index = 76%)
which means 24% lower in cohort to Toronto CMA benchmark.
 Commuting and Language:
 Commuting
43.62% people in my area i.e. 35,033 commute by public transit while minimum
percentage of people 3.38% (i.e. 2,717) prefer to commute by Bicycle. An interesting
fact to note here is the index of people commuting by Bicycle is 262 which is 161%
higher than the Toronto CMA benchmark whereas 33,660 people i.e. 41.91% of total
area population drive by car (index = 66) which compared to benchmark is 44% less.
 Mother Tongue:
Around 35 different languages are spoken in my area. A closer look at the report
indicates that the mother tongue of 1,16,442 (close to 66%) individuals is English, 3,500
(around 2%) individuals mother tongue is French while 53,290 individuals (i.e. 30%)
first language is total non-official.

6. Analysis of 3 Km Trade Area Around Postal Code # 6
Amongst the total non-official languages maximum people (i.e. 8,442) speak Bengali.
Its total percentage is 4.74% in my area (index = 718), which means 618% above
Toronto CMA benchmark. It’s followed by Cantonese speaking individuals which is
4,979. It contributes to 2.81% Cantonese speaking population in my area. Whereas
minimum number of people speak Panjabi here (index = 13), which is 87% below the
Toronto CMA benchmark.
 Immigration and Visible Minority Status
 Immigration Status
Maximum number of people residing in 76,728 households of my area are non-
immigrants i.e. 1,03,748. Of which 91,135 individuals (approximately 51.5%) are born
in this province while 12,613 (around 7%) are born outside of the province and residing
here for sometime now. The index of these two variables are 114 and 130 respectively
which in comparison to Toronto CMA benchmark is 14% and 30% higher.
The remaining 39.55% population is of immigrants which is (count = 70,217 and index
= 83) 17% less in comparison to Toronto benchmark.
 Visible Minority
Around 10 different type of minorities are observed in my area like Chinese, South
Asian, Black, Filipino, Latin American, Southeast Asian, Arab, West Asian, Korean
and Japanese. Of these highest number of minorities (19,456) are from South Asians
countries i.e. 10.96% while least number of people (683) are from Korea i.e. 0.53%.
If we compare the index to Toronto CMA benchmark, the percentage of Japanese
(index = 156) is 56% above and Arabian population (index = 33) is 77% below the
benchmark.