Strategic Target Audience

CHAPTER 8

Strategic Target Audience

8.1 Proposed Primary Target Audience

8.1.1 Demographics

· Age : 18-24

· Gender : Female

· Education : Undergraduates

· Occupation : Student

· Income Range : RM500 - 2000

· Race & Ethnicity : All Races

· Geographical Location : Both Urban and Sub-urban

8.1.2 Psychographics

· Perception : Adores the fashion trends at affordable prices

· Learning : Friends and family, social network, events, television commercials

· Motivation & Needs : Wants stylish affordable products

· Attitude & Personality : Outgoing, trendy and price conscious

· Lifestyle : Active and up to date

8.2 Proposed Secondary Target Audience

8.2.1 Demographics

· Age : 25-30

· Gender : Female

· Education : Undergraduates and above

· Occupation : Working adults

· Income Range : RM1000 -RM4000

· Race & Ethnicity : All Races

· Geographical Location : Urban and Sub-urban

8.2.2 Psychographics

· Perception : Prefers to be viewed as fashionable and stylish to friends and colleagues

· Learning : Television commercial, internet, billboards, posters and news papers.

· Motivation & Needs : Desire on trends and apparel to obtain attractive appearances'

· Attitude & Personality : Passionate with life, outgoing stylish

· Lifestyle : Active and spirited