III. The market environment for the product
2. Market segments and customer targets
Herb brand is a brand specializing in selling organic products, 100% natural ingredients and no harmful chemicals. Here, we will segment the market (UEF university where – we will sell products) for our brand as follows:
Segmentation 1
Demographic:
These students can be found across various age groups, ranging from teenagers to young adults, both female and male. Many students have an autonomous source of income, which sets them apart from other demographic groups. This income can come
from part-time jobs, freelance work, or financial support from parents or scholarships.
Having their own income allows students to make independent purchasing decisions and prioritize products and services that align with their values and pr eferences.
Behavior:
A prominent behavior exhibited by students is their extensive use of mobile devices.
Whether for academic purposes, socializing, or entertainment, students spend a significant amount of time engaged with their smartphones, tablets, or laptops. This behavior presents businesses with opportunities to reach and engage with students through various digital channels. Furthermore, students are increasingly willing to pay for products that are valuable, healthy, and environmentally protective. They prioritize items that offer tangible benefits to their well-being and the environment. This consumer behavior reflects the growing awareness and concern among students regarding their personal health and the ecological impact of their choices.
Lifestyle:
These students often live with their families while pursuing their education. This living arrangement may influence their lifestyle choices and product preferences. For instance, students who live with their families may have limited control over the household's shopping decisions. However, they can still influence their family's choices by advocating for organic products with 100% natural ingredients and no harmful chemicals. This preference aligns with thei r desire for products that promote good health and well-being. Additionally, students enjoy playing sports as part of their lifestyle. Engaging in sports provides them with physical activity, stress relief, and opportunities for social interaction. This aspect of their lifestyle may influence their preferences for sports-related product s, such as athletic apparel, equipment, or accessories.
Segmentation 2
Demographic:
These students are a diverse group that includes both females and males. They come from various backgrounds and have different interests and goals. One common characteristic among students is that they often rely on a family-based source of income to support their needs and expenses. This could be financial support from their parents or guardians, or income generated through a family business or other means.
Behavior:
A prominent behavior exhibited by students is their extensive use of mobile devices. Whether for academic purposes, socializing, or entertainment, students spend a significant amount of time engaged with their smartphones, tablets, or laptops. This behavior presents businesses with opportunities to reach and engage with students through various digital channels. Furthermore, students are increasingly willing to pay for products that are valuable, healthy, and environmentally protective. They prioritize items that offer tangible benefits to their well-being and the environment. This consumer behavior reflects the growing awareness and concern among students regarding their personal health and the ecological impact of their choices.
Lifestyle:
These students often live with their families while pursuing their education. This living arrangement may influence their lifestyle choices and product preferences. For instance, students who live with their families may have limited control over the household's shopping decisions. However, they can still influence their family's choices by advocating for organic products with 100% natural ingredients and no harmful chemicals. This preference aligns with thei r desire for products that promote good health and well-being. Additionally, students enjoy playing sports as part of their lifestyle. Engaging in sports provides them with physical activity, stress relief, and opportunities for social interaction. This aspect of their lifestyle may influence their preferences for sports-related products, such as athletic apparel, equipment, or accessories.
Segmentation 3
Demographic:
These students can be found across various age groups, ranging from teenagers to young adults, both female and male. Many students have an autonomous source of income, which sets them apart from other demographic groups. This income can come from part-time jobs, freelance work, or financial support from parents or scholarships.
Having their own income allows students to make independent purchasing decisions and prioritize products and services that align with their values and pr eferences.
Behavior:
A prominent behavior exhibited by students is their extensive use of mobile devices. Whether for academic purposes, socializing, or entertainment, students spend a significant amount of time engaged with their smartphones, tablets, or laptops. This behavior presents businesses with opportunities to reach and engage with students through various digital channels. However, it is worth noting that students are also discerning consumers. They hesitate and think carefully before paying for any products, especially those that are considered valuable. This cautious approach stems from their desire to make wise financial decisions and prioritize their limited resources.
Lifestyle:
These students typically live away from their families, often in dormitories or shared apartments. This newfound independence allows them to explore their own preferences and make choices that align with their values. One lifestyle choice that many students make is opting for organic products. They prioritize using products with 100% natural ingredients and no harmful chemicals. This preference stems from their concern for their health and the environment. By choosing organic products, students aim to support sustainable practices and promote their overall well-being. Additionally, students enjoy playing sports as part of their lifestyle. Engaging in sports provides them with physical activity, stress relief, and opportunities for social interaction. This aspect of their lifestyle may influence their preferences for sports-related products, such as athletic apparel, equipment, or accessories.
Segmentation 4
Demographic:
These lecturers are professionals who hold academic positions and are responsible for imparting knowledge to students. They play a crucial role in shaping the minds of the younger generation. Both males and females can be found in this profession, each contributing their unique perspectives and expertise. They have an autonomous source of income. Unlike some other professions, lecturers are not dependent solely on a fixed salary. They often have the opportunity to engage in additional activities such as research projects, consulting work, or writing books, which allows them to supplement their income. This financial independence gives lecturers the freedom to pursue their passions and interests beyond their teaching responsibilities.
Behavior:
These lecturers lead busy lives, with numerous commitments and responsibilities. As a result, they often find it challenging to dedicate a significant amount of time to using mobile devices. Unlike younger generations who may spend hours scrolling through social media or playing games, lecturers prioritize their time wisely. They understand the value of their time and focus on tasks that are essential to their work and personal lives. When it comes to making purchases, lecturers tend to hesitate and think carefully before parting with their hard-earned money. They are discerning consumers who prioritize quality and value. Before purchasing any product, lecturers conduct thorough research to ensure that it meets their needs and aligns with their values. They understand the importance of making informed decisions and are willing to invest in products that are valuable and long-lasting.
Lifestyle:
These lecturers often adopt a healthy and conscious lifestyle. They prefer to use organic products that are made with 100% natural ingredients and free from harmful chemicals. Lecturers are aware of the potential health risks associated with synthetic ingredients and strive to eliminate them from their daily routines. They prioritize products that are safe for both them and the environment. In addition to maintaining a
healthy lifestyle, lecturers also enjoy participating in sports activities. Sports allow lecturers to unwind, relieve stress, and rejuvenate their minds and bodies. Furthermore, lecturers often prefer to use vegan products. By opting for vegan products, lecturers contribute to a more sustainable. They believe in the power of their choices to make a positive impact on the environment and society.
Segmentation 5
Demographic:
These lecturers are professionals who hold academic positions and are responsible for imparting knowledge to students. They play a crucial role in shaping the minds of the younger generation. Both males and females can be found in this profession, each contributing their unique perspectives and expertise. They have an autonomous source of income. Unlike some other professions, lecturers are not dependent solely on a fixed salary. They often can engage in additional activities such as research projects, consulting work, or writing books, which allows them to supplement their income. This financial independence gives lecturers the freedom to pursue their passions and interests beyond their teaching responsibilities.
Behavior:
These lecturers often have a considerable amount of free time, which allows them to engage with their mobile devices extensively. With their tech-savvy behavior, they are more likely to embrace digital platforms, applications, and online services. This opens opportunities for businesses to target lecturers through digital marketing strategies. Moreover, lecturers are willing to invest in products that are valuable, healthy, and environmentally protective. They understand the importance of maintaining their well-being and the significance of sustainable practices.
Lifestyle:
These lecturers often adopt a healthy and conscious lifestyle. They prefer to use organic products that are made with 100% natural ingredients and free from harmful chemicals. Lecturers are aware of the potential health risks associated with synthetic ingredients and strive to eliminate them from their daily routines. They prioritize
products that are safe for both them and the environment. In addition to maintaining a healthy lifestyle, lecturers also enjoy participating in sports activities. Sports allow lecturers to unwind, relieve stress, and rejuvenate their minds and bodies. Furthermore, lecturers often prefer to use vegan products. By opting for vegan products, lecturers contribute to a more sustainable. They believe in the power of their choices to make a positive impact on the environment and society.
Segmentation 6 Demographic:
School staff, regardless of gender, form a significant demographic group. With both males and females being part of this group, it represents a diverse workforce.
Additionally, school staff members typically have an autonomous source of income, which gives them financial independence and stability.
Behavior:
In today's digital age, school staff members, like many others, have ample time for mobile devices. Whether it's checking emails, researching educational resources, or staying connected with colleagues, mobile devices have become an integral part of their daily routine. However, when it comes to making purchases, school staff members tend to exhibit a cautious approach. They hesitate and carefully consider the value and usefulness of a product before spending their hard-earned money.
Lifestyle:
These school staffs prefer to use organic products that contain 100% natural ingredients and no harmful chemicals. They prioritize their health and well-being and believe that using organic products is a way to achieve this. They are conscious of the potential negative effects of using products with harmful chemicals and actively seek out alternatives that are better for their overall health. In addition to their focus on using organic products, school staff also enjoy playing sports. They recognize the importance of physical activity and engage in various sports activities to maintain a healthy lifestyle. Sports not only help them stay fit but also provide them with a way to unwind and relieve stress after a long day of work.
2.2. Customer targets
After segmenting the market, Herb decided to choose the target customers are students who have an autonomous source of income, spend a significant amount of time using mobile devices, and are willing to pay for valuable, healthy, and environmentally protective products. They prefer to live with their families and prioritize using organic products with 100% natural ingredients and no harmful chemicals. Additionally, students enjoy playing sports as a means of staying fit, socializing, and developing important life skills.