Takeaway Pen portrait

 

 

Market segment: Nice and easy

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This market segment view getting a takeaway as an easier
option than cooking a meal. This does not mean that they are lazy, these
consumers are just not always in the mood to cook or go shopping. They usually
won’t pre-plan their meals so getting takeaway is appealing to these consumers.

 

This group of consumers are all about convenience.

Therefore, they will tend to order from local outlets such as a local Chinese
or chains with lots of outlets like Dominos. These consumers tend not to care
too much about prices because they see value in the convenience and how much
time it saves.

 

·     
Age: 16 to 40

·     
Male and female

·     
Single/Family

·     
Low to medium income

·     
Living in towns and cities, not rural

·     
Enjoys food but not cooking

·     
Usually loyal to a brand

·     
Responsive to promotions/advertising

 

 

Market segment: Pressed
for time

 

This market segment are light users of fast food. These
consumers are people who have limited time and they actually prefer not to get
a takeaway but it becomes a necessity at times for them. They may have been
working late or just simply too busy to have time to cook, they like the “fast”
part of fast food.

 

These consumers will purchase the quickest and easiest
option and won’t to spend too much on fast food. The large fast food chains
with lots of outlets will attract the biggest share of this market.

 

·     
Age: 25 to 55

·     
Male and female

·     
Medium to high income

·     
Living in towns and cities, not rural

·     
Busy, focus is on career/family

·     
Limited brand loyalty

·     
Unresponsive to promotions/advertising