CHAPTER 8
STRATEGIC TARGET AUDIENCE
8.1.1 Demographics
Age | · 25 to 40 years old |
Gender | · Both male and female |
Education Level | · Diploma · Degree · Master · Doctoral/PhD |
Occupation | · Full-time · Part time · Retired |
Income | · RM 2,000 to RM 10,000 |
Race & Ethnicity | · All |
Geographical Location | · Urban |
8.1.2 Psychographics
Personality | · Hardworking · Loves being with family · Preferred old favorite brand · Loves simple and easy-to-use products · Strong goal orientation |
Attitude | · Widely open-minded · Strong determination · Courage · Lovely · Confidence · Well-behaved |
Perception | · They perceive life as flourish and nourish. · They believe that "Quality comes with a price". · From their view, quality always the priority compare to quantity as quality is what they concern the most · They are very concern about healthy diet, which is important to their family. · They are very nationalistic, and very brand loyal which they do not like changes and stick to the old preferred brand. |
Learning | · They are mostly influenced by the media, especially newspaper and television. · Observation around the outdoor advertisements such as advertising boards and billboards could influence their needs and perception in life. · Gaining knowledge through the environment around them, such as family, friends and colleagues. |
Motivation and Needs | · The needs to have a very good healthy to them and their family. · Their motivation is to obtain the nourishing and affordable meal that could helps maintaining good health. · The needs to make themselves look fresh and lively. |
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