The fast food joints at least 12

                         TheConsumerTarget Market means a particular group of consumersor customers at which company aims its product and services .Our company focusat millennial generation ,they comprise the group of about 80 million childrenand young adults who born between 1980 and 2002. Millennials are morefascinated about food. Millennials have experienced childhood during a time oftechnological change, globalization and financial disruption. When it comes to takingvacations millennials took alternate path as compared to any other generation. Millennialschanging state of mind toward work and leisure is influencing the corporateworld and this has an effect on travel world. They spend slightly more ondinning out than other generation.

They spend greater value of their salary onfood than any other generation and visit fast food joints at least 12 timeseach month as well as they prefer eating outside rather cooking at home .Millennials always look for creativity and useimagination or innovative ideas in fast food restaurants and they consistentlypresented to numerous social impacts, and they are used to having bunches ofchoices whenever want to shop. They have adventurous tastes so they are keen atvarious items on fast food eateries. Millennials are addicted to their phones,nowadays they depend upon social media so our company have online site which ismobile friendly, and millennials loved to use that because they want fastservice as well they do not have to go anywhere they can order anything whilesitting in home.

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As the communication and sharing became easier by socialnetworking cites, sponsorship and joining local groups and making dining menusare easier which attracts millennial groups more toward food niche. Adults alwayswant 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  Segmentationis a process of subdividing potential clients in groups, or segments, based ondifferent characteristics.

In a food industry, segmentation is hot topic. Thereare different types of types of customer segmentation such as demographics,psychographic, geographic, benefit and behaviour. ·        Demographic Segmentation – It is important to all marketingdepartments because the information is effectively accessible and doesdefinitely influence purchasing patterns. It is based on age, gender, incomeand family life cycle. To target more than segments at once, demographicsegmentation is the efficient way. Gender is the one of the most important partof demographic segmentation because the needs, interest and taste of males andfemales are different, as children and adults mostly like junk food whereasseniors prefer healthy food. Religion is a segment which might be connected torace and ethnicity, as religious convictions has great impact on purchasingfood items.

For example – Sikhs are only allowed to eat vegetarian food. Racefactor also influence the buying behaviour of customer as an American customerhave different buying behaviour than an Asian customer. ·        Geographic Segmentation – It divides the consumermarketing segmentation on the basis of geography, also it breaks the marketinto sections of region, climate and market size. Some companies use geographicsegmentation to target new locations and territories. For example – If arestaurant is providing product to the people who are living far away from thatrestaurant then it will be fail in its business. Travelling time is mostimportant so that restaurant has to reach the people who are living near.Different regions in the country have different product needs. Geographicstrategy also works with seasonal marketing for shifting moods of clients asweather turns cold and hot.

Many beverages companies take out hot drinks duringthe fall to catch the turning attention of consumers towards the cold weather. ·        Behavioural Segmentation – It divides the populationon the basis of their nature, behaviour, way the people react to, utilize orhow much they about the product. The behaviour followed of reasons for clientdivisions are; the attitude of customer towards the product, information of theitem, how, when and how often clients utilizes the items.  The knowledge of the item and its usageinfluence the purchasing choice of the client. This segment also based onloyalty; if your customer is loyal to you then the customer base will bebetter. The best example for behavioural segmentation is restaurants where theygive their best hospitality service to retain their customers. Behaviouralsegmentation for the restaurants follows marketing procedure since it enablesmarketers 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 Bhasin,H.

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

The Four Types of Target Marketing. Retrieved January 04, 2018, from    Thebehaviour of target market depends upon the quality, brand, packaging andpricing of the product.

As explained in behaviour segmentation, the behaviourcustomer is influenced by the quality of hospitality service provided. Brandname of company is crucial factor that influences the behaviour of millennialstowards the product because brand name and image both arouse the buyingdecision of customer. The purchasing decision of customers can be influenced ifcompany provides positive brand reputation. People will look at your product, andthen they will judge the product with others and choose you over thecompetition if you have the positive reputation. Millennials look forcreativity and innovation in any fast food restaurant. Nowadays restaurants triesto attract the millennials by offering the things that matter most to them suchas separate dinning spaces, fast services with ready to eat and go service , late night, happy hours and barexperiences that they loves the most . Wedivided the millennials into two groups (age18-24 & age 25-34), millennialsof (age 18-24) are more likely to leave high school and looking for workwhereas (age 25-34) are forming relationships.

Millennials of age 18-24 arethose who spend greater value of salary more on restaurants because they areless likely to prepare food at home. Time is also a factor due to which thisage group depends more on restaurants as one third of them are studying incolleges who are more likely to take out food from outside. Millennialsare more likely to adventurous customers. In food market, millennials are moreadventurous in their interactions with food than any other generation. Theyfeel uncomfortable eating alone so they enjoy eating with friends whether foodis cooked at home or going out happy hours with friends. Millennials are thrillseekers who pine for uplifted eating experiences for example outrageoustextures and extraordinary flavours.

They swoon over strange nourishment shapesand obviously, clear worldwide cooking styles, particularly when they mix crispand hot. They want to know from where their food is coming from and how theirfood is made. They also try to learn cooking or making different dishes athome. They arereliable and long term customers as we discussed earlier that they are morelikely to take food from out rather cooking at home so this is very clear thatthey are regular or we can say long term customers. They become loyal torestaurant if the serviced provided to them is in positive manner. If restaurantsgive the best experience while providing the product, millennials will attractmore toward that. Millennials goes to colleges and workplaces approximately 5days 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 PurchaseDecisions. 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 (Part1: Profile, Food and Beverage Consumption Habits and Attitudes).

RetrievedJanuary 05, 2018, from$department/deptdocs.

nsf/all/sis14102 Roosa, A.(n.d.). Millennial view: the long-term effects of Millennial bashing – Relateby Zendesk. Retrieved January 05, 2018, from       .


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