Customer Segmentation: Difference between revisions

Latest revision as of 17:45, 21 December 2022

Background

Identifying the needs of different customer groups and targeting them with tailored offerings is a hallmark of successful businesses. This practice is called Segmentation. It helps organizations to divide large, diverse markets into smaller target segments more likely to be receptive to a product or message. Subsequently, they can hone in on one target audience and customize their marketing to be meaningful to that audience.

Customers are categorized based on shared needs, demographics, priorities, common interests, and other psychographic or behavioural criteria. It is a helpful way to discover and understand the needs and desires of potential customers.

Types of Segmentation

Demographic Segmentation

Demographic segmentation is popular method of segmentation. It involves understanding the makeup of a business's market and dividing it into distinct groups based on factors like age, ethnicity, socioeconomic background, religion and marital status. Other demographic segmentation factors are:

Employment status and work experience
Family size and composition
Income level
Sex and sexual orientation
Education level
Residential environment (urban, rural, suburban)

Copyright of Stanford University

Psychographic Segmentation

Psychographic segmentation groups people into different segments based on their psychological profiles. When dividing people into groups, this approach looks at factors such as personality, values, lifestyle, and interests. The goal is to create homogeneous segments in terms of their psychological makeup so that marketing messages can be tailored to appeal to each group.

Psychographic segmentation can be used to target specific audiences with tailored marketing campaigns. For example, a company might use psychographic segmentation to target young adults with an advertising campaign that appeals to their sense of adventure and desire for new experiences.

This type of segmentation can effectively reach consumers who are difficult to reach with other methods.

Behavioral Segmentation

Behavioural segmentation groups customers and potential customers into segments based on their behaviour and actions. Such behaviours include purchasing habits, usage patterns, and responses to marketing efforts. It is based on the idea that customer behaviour is a better predictor of future behaviour than other factors such as demographics or psychographics. By understanding these behaviours, businesses can create more targeted and effective marketing strategies.

Streaming services often rely on behavioural segmentation through algorithms to track user behaviour on their platforms. By monitoring actions such as watching, rating, or skipping content, the service can gather data on individual user preferences and use this information to personalize the content they display. This allows the streaming service to tailor recommendations based on individual user behaviour.

This is a classic example of behavioural segmentation based on customers' content consumption habits.

Geographic Segmentation

As the name implies, Geographic segmentation groups people based on their geographic location, such as their country, region, city, or neighbourhood. Geographic segmentation recognizes that customers in different areas may have unique needs, preferences, and behaviours. There are a few considerations businesses need to account for when using geographic segmentation as a marketing strategy.

The impact of regional differences in customs, culture, and language. For example, what works in North America may not work in Asia. To be successful, businesses need to tailor their marketing mix to the specific region they are targeting.
The climate's impact on demand. For example, the need for cold weather gear will be higher in Canada than in tropical countries.
The stability of the political and economic climate when choosing a target market. Countries experiencing political or economic turmoil may not be the best markets to target.
Consider the cost of entry into a given market. For example, it may be more expensive to enter a market like the United Kingdom than New Zealand.

Firmographic Segmentation (Business to Business)

Firmographic segmentation is a business-to-business grouping method that categorizes customers based on shared company or organization attributes. Organizations use it to tailor their marketing efforts and messaging to specific groups of businesses with similar needs, goals, and challenges. Some common firmographic characteristics used for segmentation include industry, company size, annual revenue, location, environmental orientation, and business model.

For example, a technology company that sells enterprise software solutions may want to target small businesses with annual revenues between $1 million and $10 million in the north-eastern United States.

To do this, the company could use firmographic data to first identify businesses in this specific geographic region with the desired revenue range. Then create marketing campaigns and messaging tailored to the needs and challenges of these businesses. The company could also use such data to identify potential partners and competitors in this market and tailor its sales and marketing efforts accordingly.

Benefits of Segmentation

Segmentation helps businesses market and sell more effectively. Some of the benefits of segmentation are:

Increased revenue: Businesses can boost sales by tailoring their content and marketing efforts toward specific customer groups. They will be able to sell more product or service because it is relevant to the needs of their specific audience.
Improved ROI: Segmentation helps businesses identify which channels will work best to reach each customer group. This information helps to optimize spending and achieve the greatest return on investment possible.
Effective marketing communications: Businesses can dump the one-size-fits-all communications and refine their messaging for a specific group. Thereby establishing a more meaningful connection with their audience.
Higher customer retention: Meaningful connections also mean customers feel understood and well-served. This feeling leads to increased loyalty, lower customer churn rates, and a higher Customer Lifetime Value.
Enhanced consumer engagement: When customers feel like they're getting value from, and are valued by, a business, they are more likely to tell others about it.
Identification of niche opportunities: Segmentation helps businesses identify and gain new insights into underserved markets and find new ways of satisfying existing customer base needs. This leads to brand and business expansion of their business and brand.

How to segment effectively

Identify the target market: Determine who the product or service is aimed at and what their needs and preferences are.

Select segmentation variables: Choose the criteria that will be used to divide the target market into distinct groups, such as demographics, geography, psychographics, or behaviour.

Collect data: Use market research methods to gather relevant data on the different segments.

Analyze the data: Use statistical tools and techniques to analyze the data and identify the key characteristics and differences between the segments.

Define the segments: Clearly define and name each segment based on the characteristics and differences identified in the analysis. Well-defined segments should be Measurable, Accessible, Substantial, and Actionable.

Evaluate the segments: Assess each segment's potential value and attractiveness based on market size, competition, and trends.

Select the segments to target: Choose the segments that offer the greatest potential value and are most likely to respond positively to the product or service.

Develop a marketing strategy: Create a tailored marketing plan for each selected segment, including messages, channels, and tactics that resonate with that segment.

Monitor and evaluate: Regularly monitor and evaluate the effectiveness of the segmentation strategy and make adjustments as needed.

Tips for choosing the right segment

Knowing the right customer segment to target is about understanding the type of customers the business can serve based on its existing capabilities. A business with a generic product cannot expect to target a luxury-loving segment successfully. Here are three steps to follow when picking a customer segment:

Understand the business's capabilities: The first step in targeting the right customer segment is understanding the business's capabilities. What type of product or service does the business produce? What type of customer will find it appealing? Are employees trained enough to deliver excellent customer service? What else is the business capable of producing, and at what quality? Knowing the answers to these questions will help determine which customer segments are a good fit for the business.
Research the market: The second step is to research the market. Where are the customer segments that currently fit the business gathered? What is the cost of reaching them? Can the company afford it? This information will help you narrow down your choice of location.
Test the market: It is time to hit the ground running and test your assumptions. Which segment visits the business most? Which customer thinks the product and price is perfect? What is their feedback about the employee's service? Testing the market will help fine-tune the business's assumptions and determine which customer segment best fits the business in its current state.

Case Study: Taste of the City

Taste of the City is a food truck business that offers various international street food options in the urban part of town. Since its inception, the company has always catered to diverse customers.

However, the owner soon realized they needed to develop marketing goals to increase customer loyalty and repeat business. Many customers were trying their food for the first time and not returning, leading to a lack of consistent revenue. They also wanted to increase their average order value and overall profitability.

And so, the food truck implemented a segmentation strategy to target specific customer segments and effectively engage with them. They started by dividing their potential customers into segments based on demographics, lifestyle, and behaviour.

One of the segments they decided to target is young urban professionals, who often look for quick and convenient meal options during their busy workdays. This segment will likely have a higher disposable income and be willing to spend more on premium food options.

The second segment the food truck targeted is culinary enthusiasts, who are likely to be interested in trying new and unique food options. This segment is more engaged with social media and word-of-mouth marketing, providing potential for positive brand awareness and referral business.

The food truck implemented targeted marketing campaigns on social media and through local food events and festivals to target these segments. They also launched a loyalty rewards program for regular customers to encourage repeat business.

The strategy increased customer loyalty, repeat business, and a higher average order value from the targeted segments. They also experienced increased brand awareness and referral business through social media and word-of-mouth marketing.

@@ Line 1: / Line 1: @@
 == Background ==
-<div class="thumb tright" style="width:460px;">
-{{#ev:youtube|https://www.youtube.com/watch?v=A5c5KzR4gwc|||Copyright of Standford University||start=05&end=65}}
-</div>
 Identifying the needs of different customer groups and targeting them with tailored offerings is a hallmark of successful businesses. This practice is called '''Segmentation'''. It helps organizations to divide large, diverse markets into smaller target segments more likely to be receptive to a product or message. Subsequently, they can hone in on one target audience and customize their marketing to be meaningful to that audience.
-Customers are divided into categories based on shared [[Human Needs|''needs'']], demographics, priorities, common interests, and other psychographic or behavioural criteria. It is a helpful way to discover and understand the needs and desires of potential customers.
+Customers are categorized based on shared [[Human Needs|''needs'']], demographics, priorities, common interests, and other psychographic or behavioural criteria. It is a helpful way to discover and understand the needs and desires of potential customers.
-== Benefits of Segmentation ==
-Segmentation helps businesses market and sell more effectively. Some of the benefits of segmentation are:
-# '''Increased revenue''': Businesses can boost sales by tailoring their content and marketing efforts toward specific customer groups. They will be able to sell more product or service because it is relevant to the needs of their specific audience.
-# '''Improved ROI'''<sup>{{#info-tooltip: <big>Return on Investment, or ROI, is a metric used to calculate the amount of money an investor receives as a result of investing money into a business. This rate of return is determined by comparing the net gain or loss on an investment to the original capital investment</big>.}}</sup>: Segmentation helps businesses identify which channels will work best to reach each customer group. This information helps to optimize spending and achieve the greatest return on investment possible.
-# '''Effective marketing communications:''' Businesses can dump the one-size-fits-all communications and refine their messaging for a specific group. Thereby establishing a more meaningful connection with their audience.
-# '''Higher customer retention:''' Meaningful connections also mean customers feel understood and well-served. This feeling leads to increased loyalty, lower customer churn rates, and a higher [[Customer Lifetime Value|''Customer Lifetime Value'']].
-# '''Enhanced consumer engagement:''' When customers feel like they're getting value from, and are valued by, a business, they are more likely to tell others about it.
-# '''Identification of niche opportunities:''' Segmentation helps businesses identify and gain new insights into underserved markets and find new ways of satisfying existing customer base needs. This leads to brand and business expansion of their business and brand.
 == Types of Segmentation ==
@@ Line 27: / Line 14: @@
 * Education level
 * Residential environment (urban, rural, suburban)
+{{video
+|url=https://www.youtube.com/watch?v=A5c5KzR4gwc
+|description=Copyright of Stanford University
+|args=start=05&end=65
+}}
 ===== Psychographic Segmentation =====
 Psychographic segmentation groups people into different segments based on their psychological profiles. When dividing people into groups, this approach looks at factors such as personality, values, lifestyle, and interests. The goal is to create homogeneous segments in terms of their psychological makeup so that marketing messages can be tailored to appeal to each group.
-Psychographic segmentation can be used to target specific audiences with tailored marketing campaigns. For example, a company might use psychographic segmentation to target young adults with an advertising campaign that is designed to appeal to their sense of adventure and desire for new experiences.
+Psychographic segmentation can be used to target specific audiences with tailored marketing campaigns. For example, a company might use psychographic segmentation to target young adults with an advertising campaign that appeals to their sense of adventure and desire for new experiences.
 This type of segmentation can effectively reach consumers who are difficult to reach with other methods.
 ===== Behavioral Segmentation =====
 Behavioural segmentation groups customers and potential customers into segments based on their behaviour and actions. Such behaviours include purchasing habits, usage patterns, and responses to marketing efforts. It is based on the idea that customer behaviour is a better predictor of future behaviour than other factors such as demographics or psychographics. By understanding these behaviours, businesses can create more targeted and effective marketing strategies.
-For example, in the retail clothing industry, a group of customers may be identified as frequent buyers of high-end designer clothing. In contrast, another group may be identified as bargain hunters who only purchase items on sale.
+Streaming services often rely on behavioural segmentation through algorithms to track user behaviour on their platforms. By monitoring actions such as watching, rating, or skipping content, the service can gather data on individual user preferences and use this information to personalize the content they display. This allows the streaming service to tailor recommendations based on individual user behaviour.
-This is a classic example of behavioural segmentation based on customers' purchasing habits. By understanding these different purchasing behaviours, a clothes retailer can create tailored marketing messages and promotions to better resonate with each group.
+This is a classic example of behavioural segmentation based on customers' content consumption habits.
 ===== Geographic Segmentation =====
@@ Line 48: / Line 41: @@
 # The climate's impact on demand. For example, the need for cold weather gear will be higher in Canada than in tropical countries.
 # The stability of the political and economic climate when choosing a target market. Countries experiencing political or economic turmoil may not be the best markets to target.
-# Consider the cost of entry <sup>{{#info-tooltip: <big>Cost of entry refers to the costs associated with starting and operating a business. These costs typically include purchasing or leasing equipment and facilities, hiring and training employees, obtaining licenses and permits, and marketing and advertising the business.</big>.}}</sup>into a given market. For example, it may be more expensive to enter a market like the United Kingdom than New Zealand.
+# Consider the cost of entry<sup>{{#info-tooltip: <big>Cost of entry refers to the costs associated with starting and operating a business. These costs typically include purchasing or leasing equipment and facilities, hiring and training employees, obtaining licenses and permits, and marketing and advertising the business.</big>.}}</sup> into a given market. For example, it may be more expensive to enter a market like the United Kingdom than New Zealand.
 ===== Firmographic Segmentation (Business to Business) =====
@@ Line 57: / Line 50: @@
 To do this, the company could use firmographic data to first identify businesses in this specific geographic region with the desired revenue range. Then create marketing campaigns and messaging tailored to the needs and challenges of these businesses. The company could also use such data to identify potential partners and competitors in this market and tailor its sales and marketing efforts accordingly.
-== How to conduct effective segmentation ==
+== Benefits of Segmentation ==
-'''Identify the key segments''': This is an essential first step in conducting effective segmentation. It involves analysing data on individuals to identify common characteristics and behaviour patterns that can be used to group them into segments. The goal is to create a clear and detailed picture of the different groups within the market, allowing businesses to target and communicate with each segment effectively. This phase is where businesses employ any, or a mix of, the segmentation strategies mentioned above. Businesses can use various methods to identify key segments, such as market research surveys, customer data analysis, and focus groups. It is also important at this stage to discover differences in the requirements, preferences, and motivations of consumers in each group. Finally, a business will regularly review and update its segments to ensure they continue to reflect the market and target audience accurately.
+Segmentation helps businesses market and sell more effectively. Some of the benefits of segmentation are:
-'''Differentiate products by segments''': After identifying the key segments, the business creates differentiated products that meet each segment's needs. Product differentiation may be based on pricing, distribution, features, design, additional services etc. It is essential that the business considers its capabilities at this stage as successful product differentiation by segment can be challenging and costly. Apart from a thorough understanding of the needs and preferences of each market segment, it also requires the ability to develop and produce customized products or services. Finally, reaching and persuading each segment may require significant marketing and sales investment.
+# '''Increased revenue''': Businesses can boost sales by tailoring their content and marketing efforts toward specific customer groups. They will be able to sell more product or service because it is relevant to the needs of their specific audience.
+# '''Improved ROI'''<sup>{{#info-tooltip: <big>Return on Investment, or ROI, is a metric used to calculate the amount of money an investor receives as a result of investing money into a business. This rate of return is determined by comparing the net gain or loss on an investment to the original capital investment</big>.}}</sup>: Segmentation helps businesses identify which channels will work best to reach each customer group. This information helps to optimize spending and achieve the greatest return on investment possible.
+# '''Effective marketing communications:''' Businesses can dump the one-size-fits-all communications and refine their messaging for a specific group. Thereby establishing a more meaningful connection with their audience.
+# '''Higher customer retention:''' Meaningful connections also mean customers feel understood and well-served. This feeling leads to increased loyalty, lower customer churn rates, and a higher [[Customer Lifetime Value|''Customer Lifetime Value'']].
+# '''Enhanced consumer engagement:''' When customers feel like they're getting value from, and are valued by, a business, they are more likely to tell others about it.
+# '''Identification of niche opportunities:''' Segmentation helps businesses identify and gain new insights into underserved markets and find new ways of satisfying existing customer base needs. This leads to brand and business expansion of their business and brand.
-== Segmentation, Targeting, and Positioning ==
+== How to segment effectively==
+* '''Identify the target market''': Determine who the product or service is aimed at and what their needs and preferences are.
-Segmentation in the food industry can be based on Demographic categories or food-related lifestyles. Demographic categories include age, education, income level, etc. Food-related lifestyle covers aspects like price consciousness, attitude towards environmental control, health, body consciousness, etc.
+* '''Select segmentation variables''': Choose the criteria that will be used to divide the target market into distinct groups, such as demographics, geography, psychographics, or behaviour.
-For instance, some factors known to influence a customer's choice of a food stand vendor include:
+* '''Collect data''': Use market research methods to gather relevant data on the different segments.
-* Stand appeal
+* '''Analyze the data''': Use statistical tools and techniques to analyze the data and identify the key characteristics and differences between the segments.
-* Pricing
-* Brand popularity of the business
-* The food and service quality of the stand
-* Dietary considerations
-A business can categorize and target customers based on any combination of the above factors. Success depends on the business's ability to identify and attract the right customer by offering value that appeals to them.
+* '''Define the segments''': Clearly define and name each segment based on the characteristics and differences identified in the analysis. Well-defined segments should be ''Measurable''<sup>{{#info-tooltip: <big>This means that the variables chosen are directly related to buying a product. The business should be able to measure the segment in terms of how much they are likely to spend on the product. For example, one segment may consist of individuals more likely to buy during a promotion or sale. By selecting measurable variables, the business can accurately estimate the potential revenue from each segment.</big>}}</sup>, ''Accessible''<sup>{{#info-tooltip: <big>To effectively reach a target audience, it is important to analyze their characteristics and behaviour to determine the best methods of communication. For example, some segments may not be tech-savvy and prefer traditional forms of advertising, while others may be more accessible through digital channels. Also, different segments may respond differently to different types of advertising, such as male retirees who may respond well to printed ads but not to digital ads.</big>}}</sup>, ''Substantial''<sup>{{#info-tooltip: <big>The segment should have the financial means to make purchases. For example, a high-end retailer will find that some customers may be interested in their products but cannot afford them. Therefore, it's essential to focus on segments that are not only interested in the business but are also able to make purchases. Potential segments for this retailer could be people who care about the environment and are willing to pay more for eco-friendly products, retired individuals with high disposable income, or successful entrepreneurs who want to display their affluence.</big>}}</sup>, and ''Actionable''<sup>{{#info-tooltip: <big>This means that the segment's response to the offering must be distinct and separate from other segments. If two segments have similar purchasing habits, the business should combine them into a single segment.</big>}}</sup>.
-== Tips for choosing the right segment ==
+* '''Evaluate the segments''': Assess each segment's potential value and attractiveness based on market size, competition, and trends.
-Knowing the right customer segment to target is about understanding the type of customers the food stand can serve based on its existing capabilities. A business with a low-end food stand and only basic facilities cannot expect to target a luxury-loving segment, like Managers, successfully.  Here are three steps to follow when picking a customer segment:
-# '''Understand the business's capabilities''': The first step in targeting the right customer segment is understanding the business's capabilities. What type of Stand does the business own? Which customer segment will find it appealing? Is the employee trained enough to deliver excellent customer service? What is the quality of ingredients available? Will customers seeking food with fresh, organic ingredients be satisfied? Knowing the answers to these questions will help determine which customer segments are a good fit for the business.
+* '''Select the segments to target''': Choose the segments that offer the greatest potential value and are most likely to respond positively to the product or service.
-# '''Research the market''': The second step is to research the market. In which locality are the customer segments that fit the business gathered? What is the cost of a spot there? Can the company afford it? This information will help you narrow down your choice of locality.
-# '''Test the market''': It is time to hit the ground running with the first recipe. Which segment visits the Stand most? Which customer thinks the recipe and price are perfect? What is their feedback about the employee's service? Testing the market will help fine-tune the business's assumptions and determine which customer segment best fits the business in its current state.
-== Simulation ==
+* '''Develop a marketing strategy''': Create a tailored marketing plan for each selected segment, including messages, channels, and tactics that resonate with that segment.
-Customers in the city have been grouped into nine segments. Each group is primarily driven by one or a combination of the following factors:
-* Appeal
+* '''Monitor and evaluate''': Regularly monitor and evaluate the effectiveness of the segmentation strategy and make adjustments as needed.
-* Price
-* Health
-* Environmental impact
-* Quality
-=== Students ===
+== Tips for choosing the right segment ==
-Students generally have a limited amount of money to spend each week. So, they are frugal, spend conservatively on necessities, and mostly shun luxuries. They are often under a lot of pressure to succeed academically, leading to skipped meals or the quick food grab from a fast-food spot. The beauty and popularity of the food premises do not matter much. Students just want a low price and will not fuss about quality or service if the food is decent.
+Knowing the right customer segment to target is about understanding the type of customers the business can serve based on its existing capabilities. A business with a generic product cannot expect to target a luxury-loving segment successfully.  Here are three steps to follow when picking a customer segment:
-=== Parents ===
+# '''Understand the business's capabilities''': The first step in targeting the right customer segment is understanding the business's capabilities. What type of product or service does the business produce? What type of customer will find it appealing? Are employees trained enough to deliver excellent customer service? What else is the business capable of producing, and at what quality? Knowing the answers to these questions will help determine which customer segments are a good fit for the business.
-Being able to provide for the needs of their children highly influences the purchase decisions made by parents. They try to save money by taking advantage of cheaper food options, eating out less often, and going for deals or jumbo offers. They are a little more particular about the beauty and popularity of the food premises than students. Although highly price-sensitive, Parents are happy to pay more and stomach mediocre quality and service if the food comes with enough extras.
+# '''Research the market''': The second step is to research the market. Where are the customer segments that currently fit the business gathered? What is the cost of reaching them? Can the company afford it? This information will help you narrow down your choice of location.
+# '''Test the market''': It is time to hit the ground running and test your assumptions. Which segment visits the business most? Which customer thinks the product and price is perfect? What is their feedback about the employee's service? Testing the market will help fine-tune the business's assumptions and determine which customer segment best fits the business in its current state.
-=== Staff ===
+== Case Study: Taste of the City   ==
-Stuck between the low and middle rungs of the working class, Staffs need more money to live the way they want. Any income left after paying for their necessities usually goes to retirement savings or gets swallowed by emergency expenses. Because they spend a lot of time on the go trying to meet deadlines, Staffs tend to snack on cheap and fast foods throughout the day to stay energized. They are more focused on getting their meals affordably and quickly than they are on the appeal of the premises and popularity of the business.
+Taste of the City is a food truck business that offers various international street food options in the urban part of town. Since its inception, the company has always catered to diverse customers.
-=== Influencers ===
+However, the owner soon realized they needed to develop marketing goals to increase customer loyalty and repeat business. Many customers were trying their food for the first time and not returning, leading to a lack of consistent revenue. They also wanted to increase their average order value and overall profitability.
-Influencers are captivated by the latest fashion, technology, and lifestyle trends. They are frequently ahead of the curve and unafraid to experiment with new, even unfinished, products and services. Friends and family value their recommendations because of their uncanny ability to spot emerging trends. They are adventurous eaters, ready to try the latest culinary creation on a whim. Although Influencers are not wealthy, their style and sophistication often cause them to pay a bit extra for quality, beauty, and luxury.
-=== Environmentalists ===
+And so, the food truck implemented a segmentation strategy to target specific customer segments and effectively engage with them. They started by dividing their potential customers into segments based on demographics, lifestyle, and behaviour.
-Frugal and conscientious about their spending, Environmentalists are very mindful about where their money goes and its impact on the environment. They live simply, dislike waste, and contribute heavily towards fighting environmental damage. They support environmentally-friendly businesses by paying more for their products and services. Their diet is rich in organic, locally-sourced vegetables. When eating out, they pay more attention to the natural beauty of the premises and the quality of food served than the popularity of the brand.
-=== Foodies ===
+One of the segments they decided to target is young urban professionals, who often look for quick and convenient meal options during their busy workdays. This segment will likely have a higher disposable income and be willing to spend more on premium food options.
-Foodies love good food and enjoy sampling various cuisines and flavours. Foodies savour every bite of food because the act of eating is just as important as the food itself. They are usually knowledgeable about nutrition and prefer quality over quantity. So, they are comfortable spending more money on high-quality meals or ingredients. Enjoying a rich culinary experience is a big part of who they are. Businesses that provide fresh, organic food with excellent service in a physically pleasing environment will always be attractive to foodies.
-=== Tourists ===
+The second segment the food truck targeted is culinary enthusiasts, who are likely to be interested in trying new and unique food options. This segment is more engaged with social media and word-of-mouth marketing, providing potential for positive brand awareness and referral business.
-Tourists have a reputation for being big spenders. They aim to maximize their vacation by experiencing new things and creating memories. This typically comes at the expense of their finances as they eat out, go shopping, and participate more often in activities that are not part of their everyday routine. But they do not mind. They are eager to try the local cuisine and willing to pay more than they would at home. As they seek memorable experiences, popularity, quality, and beauty play a significant role in their meal choice.
-=== Fit ones ===
+The food truck implemented targeted marketing campaigns on social media and through local food events and festivals to target these segments. They also launched a loyalty rewards program for regular customers to encourage repeat business.
-Fit ones are particular about their diet and spending. They invest a lot of money in workout clothes, gym memberships, and healthy food to reach and maintain their fitness goals. Active and high-energy, fit ones spend a lot of time working out. They eat at fixed intervals to maximize their energy distribution throughout the day. They will pay a premium for fresh, healthy food from a business with a strong brand and excellent service.
-=== Managers ===
+The strategy increased customer loyalty, repeat business, and a higher average order value from the targeted segments. They also experienced increased brand awareness and referral business through social media and word-of-mouth marketing.
-Managers are very busy people with little time to spare. Although hectic, their high-salaried jobs ensure they have enough disposable income to unwind frequently. These top-level executives tend to express their status through conspicuous consumption - making them well-known for their lavish lifestyles. They prefer eating at places that match their high standard of living. They are only satisfied with the best food quality and service delivered by a strong brand in luxury premises.