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#Written by David Tam, 1999.           #       
#davidkftam@netscape.net Copyright 1999#  
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David Tam
                 APS 424S Marketing and Sales Term Assignment
                 ============================================

    Canadian census track #38 covers the Kensington market area in the City of
Toronto. It is bounded by College Street on the north, Dundas Street on the
south, Bathurst Street on the west, and Spadina Avenue on the east. The total
area of this 1996 census track is 0.36 square km, with a total population of
3504 residents. The area has a pretty equal balance of gender, consisting of
approximately 52 % male and 48 % female.

    More than half of the population (57 %) is in the labour force. Of those in
the labour force, the unemployment rate is fairly high at 20%. The average
individual income is $14 686, which is relatively low. Males and females earned
roughly the same amount. The average household income is $31 166, which is also
fairly low.

    There are very few children or teenagers in the community. Those in their
20s account for a quarter of the population, possibly due to the proximity to
the University of Toronto. About a third are in their 30s and 40s. A more
detailed composition of residents follows: 7% are children under 10 years old,
5% are teenagers, 24 % are in their 20s, 21% are in their 30s, 12% are in their
40s, 7% are in their 50s, 21% are over 60 years of age.

    The majority of the population (57 %) is currently not married, meaning
they are either single, divorced, or widowed. This leaves 43% which are
married. Of this 43%, 45% have no children. This explains the low numbers of
children and teenagers in the area.

    The majority of the households (59 %) are of 1 person or 2 person
occupation. 41% live in rented private households. The housing types are mainly
small apartments of less than 5 stories. This type accounts for 58% of the
makeup.

    The area is suitable for a men's wear store because 53 % of the population
is male and over 20 years of age. Since the average income is fairly low and
the unemployment rate is 20%, an expensive, high-class store would not be
suitable, but a more price-conscious, lower-end discount store would be more
suitable.

    The area is not suitable for a children's wear store because only 7 % of
the population in the community is under 10 years of age. As well, the
combination of children and teenagers only totals to 12 % of the population.

    This area is suitable for a shoe store. However, an expensive shoe store
would not be appropriate because of the low level of family household income
and the high unemployment rate. A lower-end, discount shoe store targeted
towards the adult market would be reasonable.

    The area is suitable for a women's wear store because 42 %  of the
population is female and over 20 years of age. Since the average income is
fairly low, a lower-end discount store would be suitable.

    This area is not suitable for a camera store. Cameras and their accessories
are expensive items and are not frequently consumed by low income households
with a high unemployment rate. I believe the target market would be families
with children. Since only 43 % are married and only 55 % of this group have
children, the customer base would be fairly small.

    A health food store is very suitable. The target market for health food
stores would be single, 20 and 30 year-olds. I don't believe the level of
income is too important in the target market. Since 40 % of the community is
single and 45 % are in their 20s and 30s, this leads to fairly good customer
base for a health food store.