The Target Market Segmentation Of Pizza

1.1 Market segmentation

Based on the above discussion the target market segment of Cheese pizza can be defined on the three parameters:

1. Demographic: The demographic elements that will define the target customer of Cheese Pizza are males and females from lower to middle income group, belonging to the age group of ten to forty. They tend to live in areas with middle income group families and associate fast food with lower priced foods(Chacarbaghi, 1999).

2. Geographic: The geographic elements of the target consumer are that he or she lives in urban and suburban areas of Brisbane. Since Carindale is a car dependent locality, the people living in neighbourhood areas like Carina Heights, Mansfield, Belmont, Carina, Mount Gravatt East, Mackenzie and Camp Hill will also be target consumers for Cheese Pan Pizza (Chacarbaghi, 1999).

3. Behavioural: The most important aspect of a person who is a target consumer for Cheese Pan Pizza is someone who eats out at least once e a week. He or she is interested in quick and easy service which lets him relish simple variants of Pizza. He enjoys indulging in cheesy dishes like Pasta, pizza, macaroni, lasagne. Most of these consumers belong to single person household and are either full time students or working professionals. They do not have much time to cook dinner or lunch and thus rely on takeaway service s in the neighbourhood. The working professionals also like to come in groups during lunch time more than once a week as they have