The of mind toward work and leisure is

                         The
Consumer

Target Market means a particular group of consumers
or customers at which company aims its product and services .Our company aims
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 are going an alternate route 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 visit fast food
joints at least 12 times each month and spend greater value of their salary on
food than any other generation as well as they prefer eating outside rather
cooking at home .

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Millennials always look for creativity and innovation
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
https://www.qsrmagazine.com/denise-lee-yohn/2-target-markets-restaurants

 

 Segmentation
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.

·        
Demographic 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. Demographic segmentation is an efficient way for
targeting more segments at once. Gender is the one of the most important part
of demographic segmentation because the needs, interest and taste of males and
females also it varies for age 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.

 

·        
Geographic Segmentation – 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 marketing to 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.

 

·        
Behavioural Segmentation – 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 http://www.thebridgecorp.com/customer-segmentation/

 

Bhasin,
H. (2017, December 15). Behavioral Segmentation explained with Examples.
Retrieved January 05, 2018, from https://www.marketing91.com/behavioral-segmentation/

 

J.
(n.d.). The Four Types of Target Marketing. Retrieved January 04, 2018, from http://smallbusiness.chron.com/four-types-target-marketing-30472.html

 

 

 

 

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 evokes the buying
decision of customer. If company is able to develop positive brand reputation
than they can easily influence customer purchasing decision. 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 http://customerthink.com/5-factors-that-directly-influence-customer-purchase-decisions/

 

Guercio,
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 http://www1.agric.gov.ab.ca/$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 https://relate.zendesk.com/articles/millennial-view-long-term-effects-millennial-bashing/

 

 

 

 

 

 

 

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