MARKETING PROCESS AND CONSUMER BEHAVIOUR
1. The article is about food product ; Hakka Salt Baked Chicken and basically it is the type of consumer goods.
The benefits of this product are it is healthy and delicious. It is used as a healthcare product. Its function is as an alternative for those who look for healthy diet but want to enjoy tasty food. The features of this product are it is fresh, organic, halal and made up of natural food flavours.
2. Market segmentation is dividing a whole, big market into smaller groups of buyers on the basis of their needs, characteristics or behaviour.
The behavioural segmentation of this product is focusing on Malaysians who look for healthy diet and at the same time crave for the tasty food. As for loyalty status, the marketer believes that the customers will be appreciated and stick to consume this product.
For the geographic segmentation, the marketer offers this product in Malaysia and plans to open more than 500 stores in all over Malaysia to promote this product.
In terms of demographic segmentation, this product is available for both genders and those Indian, Chinese and Malays who appreciate other cultures as this product is derived from China. Besides that, the marketer is also focusing on the halal product as there is a big, major Muslim community in Malaysia. On top of that, this product might attract only those who come from high social class because as we know, the organic foods are expensive.
Lastly, for the psychographic segmentation, the entrepreneur really concerns about today’s Malaysians who care about their healthy diets as now Malaysia is being labeled as the country with the most health problems linked to obesity in South-East Asia.