(Tiểu luận) demographic, lifestyle, household structure and consumptionbehavior factors affect the roles of family members inchoosing an ielts language center

VIETNAM GENERAL CONFEDERATION OF LABOR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION FINAL ASSIGNMENT: CASE STUDY: Demographic, Lifestyle, Household Structure and Consumption Behavior Factors Affect the Roles of Family Members in Choosing an IELTS Language Center Lecturer: PHAM VAN PHAT Group: 704003 – Shift: (Thursday) HO CHI MINH CITY, 2023 LIST OF GROUP MEMBERS Full Name Student ID Đinh Đặng Anh Thư 719V0187 Nguyễn Di Đan 719V0123 Nguyễn Phúc Nguyên 721K0064 Quản Diễm Quỳnh 721K0300 Trần Nguyễn Phương Anh 721K0430 Phạm Quang Huy 720K0030 Part Leader, Checker, Power Point Marketing strategy and gender role Report, Determinants of lifestyle The nature of households Identify the target customers Lifestyles, conclusion and recommendations Percent 100% 100% 100% 100% 100% 100% Contents I IDENTIFY THE TARGET CUSTOMERS FOR IELTS A Demographics II MARKETING STRATEGY AND GENDER ROLE A The market segmentation Geographic segmentation Demographic segmentation .7 Psychographic segmentation Behavioral segmentation B Product/Service Strategy .9 C Marketing Communication ( IMC ) 10 Household and Personal Income 11 D III DETERMINANTS OF LIFESTYLE 12 LIFESTYLES 13 Likes 13 Dislikes .13 Attitudes 14 Interests 14 IV A The household decision-making process 16 Information Gatherer 16 Influencer 16 Decision Maker 16 Purchaser 16 B V Expectations 15 THE NATURE OF HOUSEHOLDS 16 User 17 Managerial framework for evaluating the household decision-making process .17 CONCLUSION AND RECOMMENDATIONS .20 LECTURER’S COMMENTS I IDENTIFY THE TARGET CUSTOMERS FOR IELTS A Demographics The demographic of consumers who want to study IELTS (International English Language Testing System) may vary depending on the location and context However, some common demographic characteristics of IELTS test takers are: Age group: As mentioned earlier, the majority of IELTS test takers are from 15 to 22 years old However, there are also younger and older test takers The younger group may be between 16-19 years of age, while the older group may be above 30 years of age Gender: IELTS test takers are both male and female There is no significant gender disparity among test takers Geographical area: In urban areas, people often have a high demand for studying IELTS for various reasons such as pursuing higher education abroad, obtaining a certificate as a requirement for admission to universities, and so on Especially in large metropolitan cities like HaNoi and Ho Chi Minh City, there are many people who are preparing for the IELTS test In Ho Chi Minh City, some of the districts that have the most English centers are District 1, District and Binh Thanh District Occupation: The IELTS test attracts test takers from a wide range of occupations, such as students, professionals, and skilled workers Students may require the test to apply for higher education programs in English-speaking countries, while professionals and skilled workers may use it for employment or immigration opportunities In Vietnam, there are two specific occupations that have a high demand for IELTS, which are English teachers and people who work for foreign companies However, the majority of test takers are still students II MARKETING STRATEGY AND GENDER ROLE A The market segmentation Geographic segmentation    Geographical location: A suitable location for an English center should have easy access to various modes of transportation, such as buses, trains, or bikes It should also be close to schools where students need to learn English for their academic purposes The target customers of the English center are young people who have a high demand for English proficiency in order to graduate and pursue their careers Population and population characteristics: The population size and distribution in different regions can affect the potential market for the English center Therefore, it is important to analyze the demographic factors of the population, such as age, education level, income level, English learning needs, and other preferences This can help to identify the most suitable segments for the English center’s services and products Competition: Another factor to consider is the presence and performance of other English centers in the same region By studying their strengths and weaknesses, such as Document continues below Discover more Chủ Nghĩa Xã from: hội khoa học Đại học Tơn Đức… 778 documents Go to course Giáo trình Chủ nghĩa 144 xã hội khoa học dàn… Chủ Nghĩa Xã hội… 99% (92) Ôn tập - Chương 11 Cnxhkh - Ôn tập lý… Chủ Nghĩa Xã hội… 100% (19) Chuong Trac 50 nghiem Cnxhkh Chủ Nghĩa Xã hội… 100% (17) 300 Cau trac 67 nghiem chu nghia x… Chủ Nghĩa Xã hội… 100% (17) Chương 5- CnxhkhTrắc nghiệm Chủ Nghĩa Xã hội… 97% (33) ND ÔN TẬP Cnxhkh(chương… their curriculum, teaching methods, prices, facilities, and reputation, the English center 19 from its competitors can improve its own marketing strategy and differentiate itself Demographic segmentation     Chủ Nghĩa Xã hội kh… 97% (31) Age: One way to segment the students who attend the English Center is by their age group For example, the center can target different segments such as high school students, college students, or working professionals Each segment may have different learning goals and preferences, and the center can offer courses that cater to their specific needs Gender: The English Center does not need to differentiate its students based on their gender, as this factor is not relevant for learning English The center can welcome and serve students of any gender equally Income: Another factor that can influence the segmentation of students is their income level The English Center can focus on attracting students who have an average income or higher, as they are more likely to afford the tuition fees and other expenses associated with learning English The center can design study programs that are affordable and valuable for this segment of students Education level: The education level of the students is also an important factor to consider for segmentation The English Center can target students who have completed high school or higher, as they are more likely to have a basic foundation of English and a higher motivation to improve their skills The center can offer study programs that are tailored to the level and interests of the students Psychographic segmentation    Hobbies: Another factor that can help segment the students is their hobbies and interests related to learning English For example, some students may have a passion for language learning, culture exploration, travel experiences, technology trends, etc The English Center can offer courses that match the hobbies and interests of the students and make learning more enjoyable and engaging for them Values and beliefs: The values and beliefs of the students can also influence their segmentation For example, some students may view learning English as a way to improve their work skills, advance their career opportunities, or graduate on time The English Center can emphasize the benefits and outcomes of learning English for these students and motivate them to achieve their goals Lifestyle: The lifestyle of the students can also affect their segmentation For example, some students may have an active and sociable lifestyle, while others may have a more traditional and conservative lifestyle The English Center can adapt its courses and teaching methods to suit the lifestyle of the students and make learning more convenient and comfortable for them Behavioral segmentation  Motivation: The motivation level of the students can vary from high to low, and this can affect their segmentation Some students may be very eager and determined to learn English, while others may take a more casual and laid-back approach English language centers can segment their customers based on their motivation level and design programs that suit their needs For example, they can offer more intensive and challenging courses for highly motivated students, and more flexible and fun courses for less motivated students  Learning Styles: The learning styles of the students can also differ, and some may favor a more structured and organized approach, while others may favor a more experiential and interactive approach English language centers can segment their customers based on their learning styles and offer courses that match their preferences For example, they can offer more formal and systematic courses for students who like structure, and more informal and creative courses for students who like interaction  Learning Objectives: The learning objectives of the students can also be specific or general, and this can influence their segmentation Some students may have clear and concrete learning goals, such as achieving a high score on an English proficiency test or enhancing their English communication skills for work purposes English language centers can segment their customers based on their learning objectives and offer courses that focus on achieving these goals For example, they can offer test preparation courses for students who want to pass an exam, or business English courses for students who want to improve their work skills  Learning Experience: The learning experience of the students can range from having previous English learning experience, such as attending courses or living abroad, to being beginners who have little or no exposure to English English language centers can segment their clients based on their learning experience and offer courses that are tailored to their level of proficiency and confidence For example, they can offer more advanced and challenging courses for experienced students, and more basic and supportive courses for beginner students  Study habits: The study habits of the students can also vary, and some may have a habit of studying English regularly, even during their normal activities, such as listening to podcasts or reading books, while others may study only when necessary, such as before a test or a presentation English language centers can segment their clients based on their study habits and offer flexible courses that meet their needs For example, they can offer more structured and guided courses for students who need more direction and motivation, and more self-paced and independent courses for students who have more initiative and discipline  Frequency of learning: The frequency of learning of the students can also differ, and some may want to learn English quickly and actively, by attending frequent and intensive classes, while others may want to learn English more slowly and sustainably, by attending less frequent and moderate classes English language centers can segment their customers based on their frequency of learning and offer courses with flexible study schedules to meet their needs For example, they can offer more accelerated and immersive courses for students who want to learn fast, and more gradual and balanced courses for students who want to learn steady B Product/Service Strategy Online IELTS preparation courses: One of the products that Vietnamese consumers may be interested in is online IELTS preparation courses that offer flexibility and convenience for busy and tech-savvy consumers These courses can include various features such as video lessons that cover the four skills of reading, writing, listening, and speaking, interactive exercises that provide instant feedback and correction, practice tests that simulate the real exam format and difficulty, and personalized feedback from qualified and experienced instructors who can provide tips and guidance The courses can be designed to meet the different needs of various market segments, such as students who need to pass the IELTS for academic purposes, working professionals who need to pass the IELTS for immigration or career purposes, and language learners who want to improve their English skills for personal or professional reasons Classroom-based IELTS preparation courses: Another product that Vietnamese consumers may prefer is classroom-based IELTS preparation courses that offer face-to-face interaction and social learning opportunities These courses can be offered at various locations such as language centers, schools, or universities and can be designed to meet the needs of different market segments The courses can include various components such as lectures that explain the IELTS test format and strategies, group discussions that enhance communication and collaboration skills, role-playing that practice real-life situations and tasks, and practice tests that assess the progress and performance of the learners IELTS study materials: A third product that Vietnamese consumers may also be interested in is IELTS study materials such as textbooks, workbooks, and audio recordings These materials can be designed to help consumers improve their reading, writing, listening, and speaking skills in a self-study mode or in combination with other courses The materials can be tailored to meet the needs of different market segments by providing different levels of difficulty, topics, and formats The materials can also include answer keys, explanations, sample answers, and tips for improving the scores IELTS practice tests and assessment services: A fourth product that Vietnamese consumers may also need access to is IELTS practice tests and assessment services to measure their language proficiency and prepare for the actual exam These services can include online or offline practice tests that are similar to the official IELTS test in terms of content, format, timing, and scoring The services can also include scoring and feedback services that provide detailed analysis and evaluation of the strengths and weaknesses of the learners Additionally, the services can include personalized coaching and support that provide individualized advice and assistance to help the learners achieve their desired scores C Marketing Communication ( IMC )  Social media marketing: Vietnamese consumers are very active on social media platforms such as Facebook, Instagram, and YouTube, where they spend an average of 2.5 hours per day These platforms are ideal for businesses to reach and engage with their target market by creating and sharing informative and engaging content For example, businesses can post tips for IELTS preparation, success stories from previous students who achieved high scores, and testimonials from satisfied customers who recommend their products and services  Search engine marketing: Vietnamese consumers often use search engines such as Google to find information about IELTS preparation courses and related services They may use keywords such as “IELTS course”, “IELTS tutor”, or “IELTS tips” to search for relevant results Businesses can use search engine marketing techniques such as search engine optimization (SEO) and pay-per-click (PPC) advertising to increase their visibility and attract more customers SEO involves optimizing the website content and structure to rank higher on organic search results, while PPC involves bidding on keywords to display ads on the top or side of the search results page  Influencer marketing: Vietnamese consumers tend to trust and follow social media influencers and bloggers who specialize in education and language learning These influencers have a large and loyal fan base who value their opinions and recommendations Businesses can collaborate with these influencers to create content that promotes their products and services and reaches a wider audience For example, businesses can invite influencers to try their courses and share their feedback, or sponsor influencers to create videos or blog posts that feature their products and services  Content marketing: Vietnamese consumers are interested in informative and educational content that provides tips and strategies for IELTS preparation This type of content can help them improve their skills and confidence in taking the test Businesses can create and share this type of content on their website and social media channels to attract and engage with their target market For example, businesses can write blog articles, produce videos, or record podcasts that cover topics such as common IELTS mistakes, IELTS vocabulary, or IELTS writing tips  Events and sponsorships: Vietnamese consumers may attend education fairs, conferences, and workshops to learn more about IELTS preparation courses and related services These events are opportunities for businesses to showcase their products and services, interact with potential customers, and generate leads Businesses can participate in these events as exhibitors, speakers, or sponsors They can also sponsor relevant organizations and initiatives that support education and language learning in Vietnam D Household and Personal Income  Household income: According to the General Statistics Office of Vietnam, the average monthly income per capita in urban areas was 4.2 million VND in 2019 This means that an average urban household with four members would have an income of about 16.8 million VND per month However, an IELTS course at English centers can cost about million VND or more, which is equivalent to 41.7% of the average urban household income Therefore, only households with an income of over 30 million VND per month can afford to invest in their children’s IELTS education at English centers For example, a household with two parents working as managers or professionals and two children studying at university or high school may have enough income to enroll their children in IELTS courses  Personal income: An individual who lives alone or with roommates has less to pay for living expenses such as rent, utilities, food, and transportation than a household Therefore, a personal income of over 20 million VND per month can allow an individual to participate in IELTS classes at English centers For example, an individual who works as a software engineer or a marketing specialist may have enough income to join an IELTS course However, this also depends on the individual’s spending habits and savings goals III DETERMINANTS OF LIFESTYLE In consumer behavior research, lifestyle determinants are factors that influence an individual's way of life, including their attitudes, beliefs, values, behaviors, and social interactions These determinants can include factors such as demographics (age, gender, income), psychographics (personality traits, values, beliefs), cultural and social norms, and environmental factors Lifestyle, on the other hand, refers to an individual's pattern of behavior and activities, including their consumption patterns and choices, leisure activities, and other behaviors that reflect their values and preferences There is a strong relationship between lifestyle determinants and lifestyle, as lifestyle is often shaped by the factors that influence an individual's way of life For example, an individual's income, values, and beliefs may determine the types of products and services they consume and the leisure activities they engage in In consumer behavior research, understanding the relationship between lifestyle determinants and lifestyle is important for marketers and businesses By identifying the factors that shape consumers' lifestyles, marketers can develop targeted marketing strategies that appeal to consumers' values, beliefs, and behaviors Furthermore, understanding the impact of lifestyle on behavior is also important in consumer behavior research Consumers' lifestyles can influence their purchasing decisions, brand loyalty, and consumption patterns By understanding how lifestyle impacts behavior, businesses can develop effective marketing strategies that align with consumers' lifestyles and encourage them to make purchase decisions that align with their values and preferences The relationship between lifestyle determinants and lifestyle, as well as the impact of lifestyle on behavior, are important concepts in consumer behavior research, and understanding these concepts can help businesses develop effective marketing strategies and better meet the needs and preferences of their target consumers LIFESTYLES Likes: People who are interested in studying IELTS at a language center tend to value a number of things Firstly, they appreciate the opportunity to learn and work in an English-speaking environment, which can provide them with valuable language exposure and practice They can improve their listening and speaking skills by communicating with native speakers and other learners, and they can enhance their reading and writing skills by accessing a variety of authentic materials Additionally, they enjoy the interaction with people from different cultures, which can broaden their perspective and expand their understanding of the world They can learn about different customs, traditions, and values, and they can develop intercultural competence and sensitivity Secondly, people who want to study IELTS at a language center value the support and guidance they receive from teachers They appreciate having knowledgeable and experienced instructors who can provide personalized feedback and help them improve their language skills They can benefit from the teachers’ expertise in IELTS test preparation and strategies, and they can receive constructive advice on how to overcome their weaknesses and enhance their strengths They can also ask questions and clarify doubts whenever they need to Thirdly, leaving school on time is important for people who want to study IELTS at a language center They may have busy schedules and need to balance their language studies with other responsibilities such as work or family Therefore, they value language centers that are flexible and accommodating to their needs They prefer language centers that offer convenient class times and locations, that allow them to adjust their pace and intensity of learning, and that provide them with online learning options if they cannot attend classes in person Finally, people who want to study IELTS at a language center may also appreciate being admired by others for their language proficiency Learning a new language and improving one’s language skills can be a challenging and rewarding process, and it is natural for learners to seek recognition for their efforts They may feel proud of themselves for achieving their language goals, and they may receive compliments and praise from their friends, family, colleagues, or employers They may also gain more confidence and self-esteem in using English for various purposes Overall, these factors can play a significant role in motivating and guiding people who want to study IELTS at a language center Dislikes: People who are interested in studying IELTS at a language center also tend to have concerns about certain aspects of the process Firstly, they may feel pressure to perform well on the exam, which can lead to stress and anxiety According to a survey by the British Council, 75% of IELTS test takers reported feeling nervous before or during the test, and 44% said that anxiety affected their performance Additionally, the amount of homework required for IELTS preparation can be time-consuming and challenging Learners may have to spend several hours per day on practicing different skills and completing various tasks, which can interfere with their other obligations and interests Another factor that may deter some potential learners is the costly price of language courses Depending on the duration and quality of the course, learners may have to pay anywhere from to 15 million VND for an IELTS course at a language center Furthermore, some individuals may be worried about the possibility of late graduation due to the IELTS requirement Some universities in Vietnam require students to obtain a certain IELTS score before they can graduate, which can delay their graduation plans if they fail to so While others may fear being unable to graduate from university if they fail to achieve the required IELTS score For example, some scholarships or exchange programs may require students to have a minimum IELTS score of 6.5 or higher, which can be difficult for some learners to attain Attitudes: People who are interested in studying IELTS at a language center tend to exhibit certain attitudes and qualities that can contribute to their success in the language learning process Firstly, they are responsible individuals who understand the importance of taking ownership of their language learning and making a consistent effort to improve their skills Secondly, they possess patience, recognizing that learning a new language is a gradual process that requires persistence and dedication Thirdly, they have an open-minded approach to language learning, being willing to try new things, accept challenges, and learn from their mistakes Finally, they are motivated individuals who have a clear goal in mind and a strong desire to achieve it, which drives them to work hard and push through obstacles These attitudes and qualities can not only benefit the individual in their language learning journey but can also contribute to a positive and collaborative learning environment for their peers Interests: People who are interested in studying IELTS at a language center often have a wide range of interests Many enjoy traveling around the world and are eager to improve their language skills to facilitate communication and cultural exchange They may have visited or plan to visit various countries and regions, such as the UK, Australia, Canada, or Southeast Asia, where English is widely spoken or used as a lingua franca They may also be interested in learning about different aspects of these cultures, such as their history, art, cuisine, or music Reading is also a common interest among these individuals, as it can help students expand their vocabulary and improve their understanding of the English language They may read different genres and types of texts, such as novels, magazines, newspapers, or academic articles, depending on their preferences and goals In addition, these individuals are often highly motivated to expand their knowledge and explore new ideas, making them ideal candidates for IELTS preparation courses at language centers They may have academic or professional aspirations that require them to demonstrate their English proficiency, such as pursuing higher education abroad or applying for international jobs They may also be curious and open-minded about various topics and issues, such as science, technology, environment, or society Expectations: People who are interested in studying IELTS at a language center tend to have various expectations regarding their future endeavors Firstly, some individuals may pursue a graduate degree and require a high IELTS score to meet university admission requirements According to the British Council, more than 10,000 universities and institutions in over 140 countries accept IELTS as proof of English proficiency for higher education For example, some of the top universities in the world, such as Harvard, Oxford, and Cambridge, require an IELTS score of 7.0 or higher for most of their programs Others may aim to study abroad in an English-speaking country, which also necessitates a strong language proficiency level Studying abroad can offer many benefits, such as gaining international experience, developing cross-cultural skills, and expanding one’s network Some of the most popular destinations for Vietnamese students who want to study abroad are the US, Australia, Canada, and the UK Some may seek admission to university or work in an Englishspeaking environment, which could enhance their career prospects Having an IELTS certificate can demonstrate one’s ability to communicate effectively in English, which is a valuable skill in today’s globalized world It can also open up more opportunities for education and employment in various fields and sectors Additionally, some individuals may aim to immigrate to an English-speaking country, which requires a certain level of language proficiency as part of the immigration process For example, Canada uses the IELTS General Training test as one of the criteria for its Express Entry system, which is a fast and efficient way for skilled workers to obtain permanent residency Similarly, Australia and New Zealand also use IELTS scores as part of their immigration requirements Overall, those who choose to study IELTS at a language center typically have clear expectations and goals related to their academic and professional future IV THE NATURE OF HOUSEHOLDS A The household decision-making process The household decision-making process involves: different roles, which are: information gatherer, influencer, decision maker, purchaser, and user Information Gatherer: This role is responsible for identifying relevant information about the language center offering IELTS courses, such as course fees, location, duration, curriculum, and reputation This information can help you compare different options and choose the best one for your needs and goals The likely information gatherers in this scenario are you, and possibly your family and friends, who may have useful information about good language centers You can gather information by visiting the websites of different language centers, reading online reviews and testimonials, contacting the centers directly, or asking for recommendations from people you know Your family and friends may also help you gather information by sharing their experiences or opinions about language centers they have attended or heard of Influencer: This role is responsible for persuading the decision maker to choose a particular course of action Influencers in your case could be anyone who has experience studying IELTS at a language center, or who has knowledge about the benefits of studying at a language center in general They may give their views about the quality of the courses offered by the language center, such as the effectiveness of the teaching methods, the availability of resources and support, and the success rate of the students They may also share their personal stories and outcomes, such as how studying at a language center helped them improve their language skills, achieve their desired IELTS score, or pursue their academic or professional goals Some examples of influencers are former or current students of the language center, teachers or staff of the language center, or friends or relatives who have studied IELTS at a language center before Decision Maker: This could be the parent, spouse, or any other adult member of the household that is responsible for making the final decision to enroll in the language center for IELTS preparation This person may have the authority and the budget to decide whether to invest in the language education of themselves or their family members They may also have the influence and the interest to support and encourage their family members to pursue their language goals For example, this could be a parent who wants their child to study abroad, a spouse who wants to immigrate with their partner, or a sibling who wants to help their brother or sister improve their career prospects Purchaser: This role would involve the person responsible for paying the fees for the language center, such as the decision maker or a different family member who contributes financially This person may have to consider the cost and value of the language center, as well as their budget and income According to a report by the British Council, the average cost of an IELTS course in Vietnam ranges from to 15 million VND, depending on the duration and quality of the course This can be a significant expense for many households, especially those with low or medium income levels Therefore, this person may have to weigh the benefits and drawbacks of enrolling in the language center, such as the potential return on investment, the opportunity cost, and the alternative options For example, this could be a parent who pays for their child’s IELTS course out of their savings, a spouse who shares the cost of their partner’s IELTS course from their joint income, or a relative who sponsors their nephew or niece’s IELTS course as a gift 5 User: This role would refer to the individual who will be attending the language center and using the services provided to prepare for the IELTS exam This person may have various reasons and goals for taking the IELTS exam, such as studying abroad, working overseas, or immigrating to an English-speaking country They may also have different levels of language proficiency and learning needs, such as improving their overall skills or focusing on a specific skill This person may expect the language center to offer high-quality courses that suit their needs and goals, as well as provide them with adequate resources and support to help them achieve their desired IELTS score For example, this could be a student who wants to enroll in a university in Australia, a worker who wants to apply for a job in Canada, or a spouse who wants to join their partner in the UK B.Managerial framework for evaluating the household decision-making process Decisi Household on members proces involved s Motivation and interests Marketing strategy and tactics Problem recognition The student, parents/guardian s and other family members who may provide support for the student's education Improve English proficiency for academic or career purposess, parents motivated by a desire to support their child's education and future success Online and offline advertising, social media campaigns, referral programs, partnerships with educational institutions or businesses, and targeted outreach to specific demographics or communities Information search The student, their parents or spouse or any members that share the living space with the student Study IELTS for personal or professional reasons (go abroad or academically) ,Their parents may also be interested in seeing the student succeed and achieve their academic goals Advertising through social media platforms or search engines, direct mailing, or hosting open house events They may also offer promotions or discounts Alternative evaluation The student and any other family Comparing the services and prices Create brand awareness and member who may have an opinion or input on the decision offered, considering factors such as location, timetable and class sizes, seeking opinions from friends or other people who have experience with the language centers promote the language center's unique selling proposition (USP) Offer free trial classes, provide customer reviews and ratings, and showcase the credibility of the language center by highlighting their experienced and certified teachers The student and any family member who may be financially contributing to the purchase The interests would include finding the best value for money, possible discounts, and convenience of the payment method Making the purchase process seamless and hassle-free Offer easy online booking and payment options, provide clear and transparent pricing, and offer discounts or promotions for early bird or group bookings Consumptio The student n Improve fluency, learn useful strategies for the exam, and obtain feedback from an experienced teacher Having wellstructured lessons, interactive learning materials such as videos and speaking groups, and a supportive teacher Delivering highquality education, providing personalized attention to students, offering promotions or discounts for early bird registration Disposal The interests may Raise awareness include career through various advancement, higher channels such as Purchase No household member would be involved in Evaluation this stage education opportunities, and improved communication radio, television, social media targeted advertising, promotions towards potential new students The student and any family members who may have observed the person's progress or success Determine whether the investment of time and money was worthwhile Assessing the improvement in language proficiency, usefulness of the knowledge gained towards a target IELTS score Build trust with potential students show the quality of teaching, success stories of previous students, and providing testimonials from satisfied students The center could create a blog section on their website where they publish articles on IELTS preparation, tips, and tricks V CONCLUSION AND RECOMMENDATIONS After analyzing the factors, here are some recommendations: Geographic segmentation: Choose an English language center that is conveniently located near your residence or workplace to minimize travel time and difficulties.If your goal is to achieve international IELTS results, look for an English language center that offers IELTS development programs aligned with international standards Demographic segmentation: Determine your age group, gender, and educational background to find an English language center that caters to your specific needs Some centers focus on specific target groups, such as young learners or working professionals Psychographic segmentation: Set learning goals and identify your learning style Look for an English language center with teaching methods that align with your learning style and preferences If you prefer hands-on activities, seek a center that emphasizes interactive learning and practical application Behavioral segmentation: Consider your schedule and learning pace Find an English language center with flexible schedules and courses that can be adjusted to accommodate your time constraints and learning speed Assess the difficulty level and your goals in studying IELTS Look for an English language center that offers IELTS courses suitable for your proficiency level and goals, including providing practice exercises, simulated exams, and personalized feedback In conclusion, when choosing an English language center to study IELTS, it is important to consider various factors based on market segmentation Take into account the geographic location, demographic characteristics, psychographic preferences, and behavioral needs By finding an English language center that aligns with these factors, you can enhance your learning experience and increase your chances of success in the IELTS examination Remember to prioritize a center that offers tailored programs, qualified instructors, flexible schedules, and a track record of positive student feedback Make an informed decision and embark on your IELTS journey with confidence