People Innovation Excellence

MARKET SEGMENTATION IN THE ONLINE CATERING INDUSTRY (4)

By; Tifanny Tandy, SE (Alumni of International Marketing)

Previous article: MARKET SEGMENTATION IN THE ONLINE CATERING INDUSTRY (3)

The Quality-Seeker:

In segment 1, that is the Quality-Seeker is a segment that consist of office workers, with income of Rp.5.000.000,- to Rp.10.000.000,- and spend 4-6 hours a day surfing the internet, they also take time in the buying process, having little tendency of impulse buying, pay attention to product information and compare it to competitors’ products, and enjoys good meal and fresh food.

The Adventurous Consumer:

In segment 2, that is the Adventurous consumer is a segment that consist of students, with income of under Rp.1.000.000,- or Rp.1.000.000,- to Rp.3.000.000,- and spend 4-6 hours a day surfing the internet, they also like to look up reviews online, asking opinions from family and friends, enjoys trying new foods and food shopping, and considers purchase from internet offers better selection and quality.

The Frugal Youngsters:

In segment 3, that is the frugal youngsters is a segment that consist of students, with income of Rp.3.000.000,- to Rp.5.000.000,- and spend more than 7 hours a day surfing the internet, they also like online shopping  and having products delivered, do not mind internet logistic, understand the process of internet usage and online shopping, and have budget preference.


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