Chapter Eight : Strategic Target
Audience8.1 Proposed Primary Target Audience
8.1.1 Demographics
· Age : 19 - 24
· Gender : Male and female
· Education : College and University
· Occupation : Students
· Income range : RM 1000 – RM 3000
· Allowance range : RM 100 – RM 500
· Race & Ethnicity : All races
· Geographical location : Urban and sub-urban
8.1.2 Psychographics
· Perception : Looking for a healthy dessert that is both tasty and nutritious
· Learning : -Recommendations from friends
-Digital media (blogs, website, Facebook)
-Others (face to face promotion, flyers)
· Motivation and Needs : -Looking for new kinds of dessert that is refreshing and
nutritious
-Looking for products with unique flavours
· Attitude : -Positive towards consuming healthy products
-Particular about the nutritional benefits of what is consumed
-Likes to gain new experiences
· Personality : Optimistic, easy to adapt to changes, vibrant, curious
· Lifestyle : Healthy, active and modern
8.2 Proposed Secondary Target Audience
8.2.1 Demographics
· Age : 30 - 49
· Gender : Male and female
· Education : Post-graduate
· Occupation : Working adults
· Income range : RM 2000– RM 4000
· Race & Ethnicity : All races
· Geographical location : Urban and sub-urban
8.1.2 Psychographics
· Perception : Looking for quality tasty treats that can be consumed while on
the go and is value for money
· Learning : -Recommendations from colleagues
-Digital media (Food reviews, website)
-Others (gatherings, family)
· Motivation and Needs : - Quick and healthy treats that can relieve stress
-A dessert that is both refreshing and value for money
· Attitude : -Likes spending on healthy products to care for self-wellbeing
-Particular about product benefits when making purchasing
decisions
· Personality : Organized, positive, conscious
