Solution to Market Segmentation Assignment

For my venture grocerybag.in, which has a USP of providing the most relevant assortment of edible grocery items with expertise in specialized, local, rare and unbranded grocery items from traditional market to customers, the target segment can be analysed as below:

· Geographic- Urban metropolitan population especially living on the outskirts of the city

· Demographic- Age group 28–50 years, educated with computer & internet exposure and a family income of more than 7 lakh.

· Psychographic- People who have passion for food and/or cooking, Health Conscious

· Behavioural- People who shop online and who read or search about food, ingredients or/and recipes

On the basis of the above segmentation, we can identify the following user personas for our service:

1: Educated woman living in apartment societies on outskirts who loves to cook and is particular about ingredients but is unable to find them nearby easily. They will be attracted to our offering because of convenience and the availability of desired ingredients.

2: Working professional who have moved out of the central areas and have parents who influence their grocery purchasing, especially with traditional products which they themselves use to buy from traditional markets. Their long association with the traditional market and expertise in buying groceries will help validate our value proposition to the entire household.

3: Educated mother in the age group 30–45 with 1 or 2 children who wish to feed them a modern balanced diet with inclusion of lot of health related products. As we are moving towards nuclear families with lesser number of children, the parents are getting more protective and concerned about their children’s health. Since, in our venture we have a very strong portfolio of health related food at very competitive prices, we’ll find relevance with this segment of customers.