Chapter 8 - Strategic Target Audience

Chapter Eight: Strategic Target Audience 

    

8.1   Proposed Primary Target Audience

8.1.1 Demographics

a) Age

17 – 23 years old

b) Gender

Male and female

c) Education

High school, college, university

d) Occupation

Students

e) Income Range

- Students Allowance (RM400 – RM1000)

f) Race & Ethnicity

All races and ethnicity

g) Geographical Location

Urban and sub-urban areas

8.1.2. Psychographics

a) Perception

- Loves to have a fun time with friends and family while enjoying a healthy dessert that is both delicious and nutritious.

b) Learning

- Digital and social media influences such as Facebook, blog reviews, websites and promotions offered online.

- Influence from  recommendation by friends and families.

c) Motivation & Needs

- Looking for tasty and healthy dessert options to try out and enjoy it with friends and families.

- Particular about their physical figure.

 d) Attitude & Personality

- Loves to socialize and have a joyous life but is particular about the  type of food they eat.

- Cheerful, out-going, and adventurous and love to try new food.

e) Lifestyle

- Lives a healthy eating lifestyle and  keeping themselves in shape.

- Likes to be carefree and loves to spend  time with families and enjoys gatherings with friends.

8.2. Proposed Secondary Target Audience

8.2.1. Demographics

a) Age

24 – 29 years old

b) Gender

Male and female

c) Occupation

White collar workers , professionals.

d) Income Range

- White collar workers Income (RM1500 – RM3000)

- Professional workers Salary (RM3000 – RM6000)

e) Race & Ethnicity

All races and ethnicity

f) Geographical Location

Urban and sub-urban areas

8.2.2. Psychographics

a) Perception

- Enjoys family outings and loves to treat their children with quality desserts.

b) Learning

- Print media such as newspaper and magazines; digital and social media influences such as Facebook, blog reviews, websites and promotions offered online.

- Influence from recommendation by co-workers and friends.

c) Motivation & Needs

- Looking for fun and exciting healthy dessert options to try out with loved ones and colleagues.

d) Attitude & Personality

- Loves to socialize and have a joyous life and are more inclined to purchasing healthier dessert products during family day out.

- Lively, out-going, adventurous and love to try new food.

e) Lifestyle

- Living a healthy eating lifestyle and exercises a lot.

- Active life routine and may have a stressful working life but knows how to take a break from it.