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    Target Segment

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    Anika
    Retailers should study consumer behavior in target markets to develop an effective and cost-efficient marketing mix. The first step is to develop a customer profile covering information like usage patterns and preferences. Once the target market is identified, segmentation can be used. Chillox segments its offerings and targets customers seeking affordable, delicious food and a good experience. It uses demographic segmentation based on variables like age, gender, income, and family size. Geographic segmentation focuses on specific areas like Dhanmondi, Mohakhali, and Uttara. Behavioral segmentation divides customers based on benefits sought like quality and service. Chillox receives mostly positive feedback.

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    Target Segment

    Uploaded by

    Anika
    129 views2 pages
    Retailers should study consumer behavior in target markets to develop an effective and cost-efficient marketing mix. The first step is to develop a customer profile covering information like usage patterns and preferences. Once the target market is identified, segmentation can be used. Chillox segments its offerings and targets customers seeking affordable, delicious food and a good experience. It uses demographic segmentation based on variables like age, gender, income, and family size. Geographic segmentation focuses on specific areas like Dhanmondi, Mohakhali, and Uttara. Behavioral segmentation divides customers based on benefits sought like quality and service. Chillox receives mostly positive feedback.

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    Retailers should study consumer behavior in target markets to develop an effective and cost-efficient marketing mix. The first step is to develop a customer profile covering information like usage patterns and preferences. Once the target market is identified, segmentation can be used. Chillox segments its offerings and targets customers seeking affordable, delicious food and a good experience. It uses demographic segmentation based on variables like age, gender, income, and family size. Geographic segmentation focuses on specific areas like Dhanmondi, Mohakhali, and Uttara. Behavioral segmentation divides customers based on benefits sought like quality and service. Chillox receives mostly positive feedback.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    129 views2 pages

    Target Segment

    Uploaded by

    Anika
    Retailers should study consumer behavior in target markets to develop an effective and cost-efficient marketing mix. The first step is to develop a customer profile covering information like usage patterns and preferences. Once the target market is identified, segmentation can be used. Chillox segments its offerings and targets customers seeking affordable, delicious food and a good experience. It uses demographic segmentation based on variables like age, gender, income, and family size. Geographic segmentation focuses on specific areas like Dhanmondi, Mohakhali, and Uttara. Behavioral segmentation divides customers based on benefits sought like quality and service. Chillox receives mostly positive feedback.

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    Target Segment

    Retailers should study the behavior of consumers in their target markets to develop an effective
    cost-efficient and cost-effective retail marketing mix. The first step is to develop the customer
    profile for the market segment or target market. It covers all the information that a retailer needs
    such as usage pattern, liking disliking of customers. Once the target market is known, marketers
    can now move on to the segmentation of the market.
    Chillox classifies or divides its offerings to different customer segment to more effectively meet
    the needs of the marketplace. Segmentations helps a business to fit their products towards the
    right audience. The customers often share a similar set of needs and wants. The strategy that
    Cillox adopts for the consumers is good food, price less, and great experience. They target the
    audience who are seeking for cost effective, delicious and amiable experience. There are 4 types
    of segmentations geographic, demographic, behavioral, and psychographic segmentation. Out of
    these 4 we can use one or a combination of any two. Demographic segmentation is one of the
    segmentations method based on variables such as age, gender, income, religion etc. Chillox uses
    demographic variables such as age, family size, gender, income. As people grow, their needs
    and wants evolves and observing all these chillox develops products aimed at different age
    groups, income. For instance they are selling burger at 160 tk and these are aimed at people with
    lower income. They even have burgers priced at 430tk for higher income people. In terms of
    religion Chillox serves both chicken and beef burger, this is beneficial for the Hinduism
    community who don’t consume beef. Geographic segmentation is a strategy when a company
    serves the customers in a particular area, when your broad target audience has different
    preferences based on where they are located. It involves grouping potential customers by
    country, state, region, city or even neighborhood. Chillox is located in Dhanmondi, Mohakhali,
    Uttara area. Behavioral segmentation is based on the perceived value or advantage consumers
    receive from goods or services over alternatives. Thus, markets can be partitioned in terms of the
    quality, performance, image, service, special features, or other benefits prospective consumers
    seek. Behavioral segmentation divides consumers according to behavior patterns as they interact
    with a company. Chillox delivers top quality food with the best service. The response that
    Chillox gets when a customer consumes their food is most of the time positive. In fact when they
    are about to inaugurate a new product line customers get thrilled and elevated. Nevertheless once
    they receive not so good feedback from customers the company work on enhancing their services
    and performance.
    Generally there is a health perception that fast food is not always good for you and that it should
    be consumed in moderation. However, despite this perception, Chillox has become quite popular
    and dominating a large share of the market.
    Demographic Age Youngsters, Single, college/university/school
    going
    Family size 1-2, 3-4, or 5+
    Gender Male, Female
    Income Under 10000tk, 10000-50000tk, 50000+
    Religion Muslim, Hinduism, Buddhism, crishtian
    Geographic Density Urban, Suburban
    Geographic region Dhaka North, Dhaka South
    City or metro size Under 5000, 5000+
    Psychographic Lifestyle upper lower, upper upper, middle class, working
    class, lowe upper, upper middles
    Benefits (Behavioral) Quality, Service
    Attitude towards the product Enthusiastic, positive, negative

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