Chapter 8 Strategic Target Audience

8.1  Proposed Primary Target Audience

8.1.1     Demographics

Age	18 to 23 years old
Gender	Male and Female
Education	Secondary education and Undergraduate
Occupations	Students
Income Range	RM300 – RM1000
Race and Ethinicity	All races
Geographic Location	Urban

8.1.2 Psychographics

Perception	·       Consumer who think that ready meal is convenient ·       Consumer who have no cooking skill ·       Satisfy their hunger ·       Lazy to dine out
Learning	·       TV advertisement ·       Newspaper ·       Internet
Motivation and Needs	·       Consumer looking for an simple and fast way to get food ·       Satisfy their hunger when in a hurry ·       Affordable
Attitude and Personalities	·       Stress from assignments and tight schedule of exams ·       Taste conscious
Lifestyle	·       Active ·       lack of time

8.2 Proposed Secondary Target Audience

8.2.1 Demographics

Age	24-30 years old
Gender	Male and Female
Education	Tertiary Educated
Occupation	Working adults (blue and white collars)
Income Range	RM 1500 – RM 6000
Race and Ethnicity	All races
Geographic Location	Urban area

  

8.2.2 Psychographics

Perception	·       Consumer who believe that instant food is the fastest way to fulfill their stomach ·       From their view, they appreciate their time more than others ·       Consumer who have no time to cook
Learning	·       Tv Advertisement ·       Newspapers ·       Friends recommendation
Motivation and Needs	·       Hassle-free preparation ·       Solve the problem of starvation
Attitude and Personalities	·       Brand ·       Taste conscious
Lifestyle	·       Workaholic