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


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 types of customer segmentation such as demographics,
psychographic, geographic, benefit and behaviour.

Segmentation – It is important to all marketing departments
because the information is effectively accessible and does definitely influence
purchasing patterns. It is based on age, gender, income and family life cycle. 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
children and adults mostly like junk food whereas 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.


– 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. Many beverages
companies take out hot drinks during the fall to catch the turning attention of
consumers towards the cold weather.


– It divides the population on the basis of their nature, behaviour, way the
people react to, utilize or how much they about the product. 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


H. (2017, December 15). Behavioral Segmentation explained with Examples.
Retrieved January 05, 2018, from


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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
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

Alton, L.
(2016, January 05). 5 Factors That Directly Influence Customer Purchase
Decisions. Retrieved January 05, 2018, from


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$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










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