eHerbs customer segments

[Ceyhun Berk Bulun]

Guys, I just came across this information on CBI market research report and wanted to share with you. I think It's a good idea to base our customer segments on these ones and target the "Exotic" and "Experimental" segments. What do you think?

The consumers of spices and herbs can be divided into five segments:

• Lazy diners – people who enjoy a wide variety of cuisines, eat out a lot, use ready- prepared food at home and who probably work full time. They are typically between the ages of 16 and 40 years old. This group increased rapidly in the past few years.

• Traditional - those who cook traditional plain food for the family, use recipe books, watch TV food programmes, look for new twists to old favourites, choose branded goods and are brand-loyal. This category has decreased over the past few years.

• Lazy traditional - they are similar to those classed as traditional, but cook through necessity. The family members rarely eat together and they eat more convenience foods. This group is likely to grow in number.

• Exotic - this group loves cooking and experimenting; they follow new trends and seek out new products and inspiration in stores. They enjoy a wide variety of cuisines, often combined with entertainment and healthy eating. They are typically between the ages of 30 and 39 years old. Their most popular dishes are Asian (Indonesian, Indian, and Thai). This group is likely to grow in number.

• Experimental - this group enjoys food generally and seeks new cuisines and experiences. They enjoy ethnic cooking, follow the latest trends, often eat out and express an interest in healthy eating.

The retail sector segment is principally driven by experimental consumers, who enjoy exotic dishes and are the innovators in eating and cooking habits, a trend which is likely be followed by the other groups. Currently, the economic crisis, has already resulted in an increased interest in home cooking instead of eating out.

The link for full document http://siet.uajms.edu.bo/downloads/Est_Mercado/Hier_Esp.pdf

Ceyhun

[Roger Agustin]

Hi Ceyhun!

In my opinion, taking into account that the report is due today midnight, we should not reformulate our customer segments. We already set an hypothesis and make a nice validation out of it with relevant insights to put on the report.

I've seen the extra market info that you have written in the report. For me it's great.

Tomás, if you can, take a look at the report now. We included some extra info as well as the final section.

See you!

El 17/12/2012, a les 22:59, Ceyhun Berk Bulun va escriure:

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