Question

Each PART should be 1–2 paragraphs in length.

PART 1: IDENTIFYING THE CUSTOMER AND PROBLEM

Choose a target segment for a specific product or service. Describe the typical primary decision maker in this segment: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve and what needs or wants your product/service will fulfill.

PART 2: FACTORS INFLUENCING CUSTOMER DECISIONS

Provide a brief profile of the target segment you selected using specific variables from at least three of the following categories:

• Geographic characteristics: e.g., location, region, population size or climate.
• Demographic characteristics: e.g., age, gender, family size, family life stage, income, occupation
• Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, personality, attitudes, reference groups, beliefs.
• Behavioral: e.g., buying situation, level of involvement, frequency of use, brand loyalty.
• B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, type of business

PART 3: REACHING THE CUSTOMER

Based on this profile, identify 2 to 3 marketing communication or promotional tactics you believe would be effective at reaching this target segment and briefly explain why they are a good fit.

Answer 1

Q.1. Identifying customer and problem

Answer: Here the organization is offering their customers food and food products along with different household appliance.The organization is operating their business online where customer can place order through online application along with their address and organization will provide the same as they have different operating unit in different areas which will help them in further processing of order.

Most of the time customers do not get fresh vegetables or other product in market but this organization make sure to fulfill their customers needs and also it is time consuming for people to visit market everyday for fresh vegetable. The organization target people who lives alone, housewives, working people who do not have much time in hand, etc.

Q.2. FACTORS INFLUENCING CUSTOMER DECISIONS

Answer: Following are the factors that affect the customer decision:

• Geographic characteristics: People from different region prefer different food:
  • Location: People prefer food that is available for them easily and mostly grown or manufactured in the location they live,
  • Region: People from Hotter region will consume cold food and hydrating food to keep up with the temperature and vice versa,
  • Climate: As climatic changes consumer behavior also changes they will crave for hot food in cold climate and vice versa,
• Demographic characteristics: Different people have different buying pattern:
  • Age: Children will prefer chocolates, cold drinks, ice-cream, etc. Adults will prefer vegetables, fruits, etc
  • Family size: People consume food or order food as per their family size. As larger family size will prefer quantity over quality and vice versa.
  • Income: As per the income of individual or of family they will consume food as more income will lead to luxury foods and beverages,
  • Occupation: Some people are farmer, fishermen so they will consume vegetable and fish more than other food.
• Behavioral characteristics: Consumer behavior influence the buying decision:
  • Buying situation: Some people may buy certain food only in some situations,
  • Frequency of use: People buy food as per need and their usage.
  • Brand Loyalty: People buy food or drinks from certain brand only as they believe in such brands.

Q.3.  REACHING THE CUSTOMER

Answer: Following are some of the promotional tactics that would be effective in reaching target market:

• Providing discount to customers for referring the company's mobile application to their family and friend as this type of promotion is in trend now-a-days.
• Promoting Brand by sponsoring to famous events, program, reality TV shows,
• Promotion by Sponsoring video on Youtube of Famous Youtubers., etc

I think the above mentioned promotional tactics will be effective as they people from different generations are more active on social media so promoting through social media will help in reaching the target audience.