The and behaviour. · Demographic Segmentation – It is

                         The
Consumer

Target Market means a particular group of consumers
or customers at which company aims its product and services .Our company focus
at millennial generation ,they comprise the group of about 80 million children
and young adults who born between 1980 and 2002. Millennials are more
fascinated about food. Millennials have experienced childhood during a time of
technological change, globalization and financial disruption. When it comes to taking
vacations millennials took alternate path as compared to any other generation. Millennials
changing state of mind toward work and leisure is influencing the corporate
world and this has an effect on travel world. They spend slightly more on
dinning out than other generation. They spend greater value of their salary on
food than any other generation and visit fast food joints at least 12 times
each month as well as they prefer eating outside rather cooking at home .

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Millennials always look for creativity and use
imagination or innovative ideas in fast food restaurants and they consistently
presented to numerous social impacts, and they are used to having bunches of
choices whenever want to shop. They have adventurous tastes so they are keen at
various items on fast food eateries. Millennials are addicted to their phones,
nowadays they depend upon social media so our company have online site which is
mobile friendly, and millennials loved to use that because they want fast
service as well they do not have to go anywhere they can order anything while
sitting in home. As the communication and sharing became easier by social
networking cites, sponsorship and joining local groups and making dining menus
are easier which attracts millennial groups more toward food niche. Adults always
want to try excited things so they come and learn cooking too.

S. (2011,
October 31). 2 Target Markets for Restaurants. Retrieved January 04, 2018, from
https://www.qsrmagazine.com/denise-lee-yohn/2-target-markets-restaurants

 

 Segmentation
is a process of subdividing potential clients in groups, or segments, based on
different characteristics. In a food industry, segmentation is hot topic. There
are different types of customer segmentation such as demographics,
psychographic, geographic, benefit and behaviour.

·        
Demographic Segmentation – It is crucial to all marketing
departments because the information is effectively accessible and that
influence purchasing patterns. It is based on age, gender, income and Race. To
target more than segments at once, demographic segmentation is the efficient
way. Gender is the one of the most important part of demographic segmentation
because the needs, interest and taste of males and females are different, as most
of adults and children mostly like junk food but seniors prefer healthy food.
Religion is a segment which might be connected to race and ethnicity, as religious
convictions has great impact on purchasing food items. For example – Sikhs are
only allowed to eat vegetarian food. Race factor also influence the buying
behaviour of customer as an American customer have different buying behaviour
than an Asian customer.

 

·        
Geographic Segmentation – It divides the consumer
marketing segmentation on the basis of geography, also it breaks the market
into sections of region, climate and market size. Some companies use geographic
segmentation to target new locations and territories. For example – If a
restaurant is providing product to the people who are living far away from that
restaurant then it will be fail in its business. Travelling time is most
important so that restaurant has to reach the people who are living near.
Different regions in the country have different product needs. Geographic
strategy also works with seasonal marketing for shifting moods of clients as
weather turns cold and hot. During the fall many beverages companies take out
hot drinks to catch the turning attention of consumers towards the cold
weather.

 

·        
Behavioural Segmentation – behavioural segmentation
is based on nature, behaviour, reaction and character of a person. The
behaviour followed of reasons for client divisions are; the attitude of
customer towards the product, information of the item, how, when and how often
clients utilizes the items.  The
knowledge of the item and its usage influence the purchasing choice of the client.
This segment also based on loyalty; if your customer is loyal to you then the
customer base will be better. The best example for behavioural segmentation is
restaurants where they give their best hospitality service to retain their customers.
Behavioural segmentation for the restaurants follows marketing procedure since
it enables marketers to target particular group based on actual behaviour of consumer.

 

Bell, E.
(2017, May 22). Customer Segmentation: 5 Ways to Divide the Consumer Base |
BRIDGE. Retrieved January 05, 2018, from http://www.thebridgecorp.com/customer-segmentation/

 

Bhasin,
H. (2017, December 15). Behavioral Segmentation explained with Examples.
Retrieved January 05, 2018, from https://www.marketing91.com/behavioral-segmentation/

 

J.
(n.d.). The Four Types of Target Marketing. Retrieved January 04, 2018, from http://smallbusiness.chron.com/four-types-target-marketing-30472.html

 

 

 

 

The
behaviour of target market depends upon the quality, brand, packaging and
pricing of the product. As explained in behaviour segmentation, the behaviour
customer is influenced by the quality of hospitality service provided. Brand
name of company is crucial factor that influences the behaviour of millennials
towards the product because brand name and image both arouse the buying
decision of customer. The purchasing decision of customers can be influenced if
company provides positive brand reputation. People will look at your product, and
then they will judge the product with others and choose you over the
competition if you have the positive reputation. Millennials look for
creativity and innovation in any fast food restaurant. Nowadays restaurants tries
to attract the millennials by offering the things that matter most to them such
as separate dinning spaces, fast services with 
ready to eat and go service , late night, happy hours and bar
experiences that they loves the most .

 

We
divided the millennials into two groups (age18-24 & age 25-34), millennials
of (age 18-24) are more likely to leave high school and looking for work
whereas (age 25-34) are forming relationships. Millennials of age 18-24 are
those who spend greater value of salary more on restaurants because they are
less likely to prepare food at home. Time is also a factor due to which this
age group depends more on restaurants as one third of them are studying in
colleges who are more likely to take out food from outside.

 

Millennials
are more likely to adventurous customers. In food market, millennials are more
adventurous in their interactions with food than any other generation. They
feel uncomfortable eating alone so they enjoy eating with friends whether food
is cooked at home or going out happy hours with friends. Millennials are thrill
seekers who pine for uplifted eating experiences for example outrageous
textures and extraordinary flavours. They swoon over strange nourishment shapes
and obviously, clear worldwide cooking styles, particularly when they mix crisp
and hot. They want to know from where their food is coming from and how their
food is made. They also try to learn cooking or making different dishes at
home.

 

They are
reliable and long term customers as we discussed earlier that they are more
likely to take food from out rather cooking at home so this is very clear that
they are regular or we can say long term customers. They become loyal to
restaurant if the serviced provided to them is in positive manner. If restaurants
give the best experience while providing the product, millennials will attract
more toward that. Millennials goes to colleges and workplaces approximately 5
days in a week and same number of days they visit fast food restaurants,
which made them regular customers.

Alton, L.
(2016, January 05). 5 Factors That Directly Influence Customer Purchase
Decisions. Retrieved January 05, 2018, from http://customerthink.com/5-factors-that-directly-influence-customer-purchase-decisions/

 

Guercio,
E. (2017, March 09). Consumer Corner: Millennials: Meet the Boomers’ Kids (Part
1: Profile, Food and Beverage Consumption Habits and Attitudes). Retrieved
January 05, 2018, from http://www1.agric.gov.ab.ca/$department/deptdocs.nsf/all/sis14102

 

Roosa, A.
(n.d.). Millennial view: the long-term effects of Millennial bashing – Relate
by Zendesk. Retrieved January 05, 2018, from https://relate.zendesk.com/articles/millennial-view-long-term-effects-millennial-bashing/

 

 

 

 

 

 

 

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