B.

TARGET SEGMENTATION
The University of Saint Anthony Registrar Office showed that it has a
population of 6,052 in s/y 2015-2016. From this population, 45.69% are
College students (age ranging 18 years old above), which happens to be our
primary target market.
Type (Age)
Percentage
Grade School (14 below)
20.09%
High School (15-17)
34.22%
College (18 and above)
45.69%
Table Market Segmentation

Numerical Value
1,216
2,071
2,765

TARGET MARKET SEGMENT STRATEGY

Our success will be based on our ability to become known within the
community. We must focus on the specific market segments whose needs
match our offerings. Focusing on targeted segments is the key to our future.
Therefore, the focus and marketing message will be the services offered.
Once the message is developed, it will be communicated and fulfilled.

Students (College, High School and Elementary Pupils)

For a variety of reasons, students are an attractive segment. They
are looking for a place to relax and at the same time socialize. Students are
included in the segment of 7 up to 21 years old and above. Our purpose is
not only to give them a comfortable place but also provide them a good food
and friendly atmosphere for their satisfaction.
Working/Married Couples/Parents
Another segment of our business includes working couples. The strategy
for this kind of segment is word-of-mouth approach, where we will the
community do its job in spreading the word about our business.
Potential Customers (70 Respondents)

Residence
Riga
Nabua
Baao
Bato
Buhi

No. of Respondents
46
33
9
4
5

Percentage
46.94%
33.67%
9.18%
4.08%
5.10%

Albay
Total

1
98
Table 1- Respondents as to residence

Age
No. of Respondents
Grade School (14 below)
0
High School (15-17)
20
College (18 and above)
78
Total
98
Table 2- Respondents as to age

1.20%
100%
Percentage
0%
20.41%
79.59%
100%

Gender
Male
Female
Total

No. of Respondents
56
42
98
Table 3- Respondents as to gender

Percentage
57.14%
42.86%
100%

Status
Student
Already working
Married
Out of school
Total

No. of Respondents
82
7
7
2
98
Table 4- Status of Respondents

Percentage
83.67%
7.14%
7.14%
2.04%
100%

Frequency
Everyday
Every other day
Once a week
Once a month
Seldom
Total

No. of Respondents
0
13
46
23
16
98
Table 5- Frequency of visit to diner

Percentage
0%
13.26%
46.94%
23.47%
16.33%
100%

Answer
No. of Respondents
Percentage
Weekdays
40
40.82%
Saturdays
28
28.57%
Sundays
30
30.61%
Total
98
100%
Table 6- Respondents who mostly eat on a diner in a days of the week
Answer
Yes
No
Total

No. of Respondents
Percentage
90
91.84%
8
8.16%
98
100%
Table 7- Respondents who like Burger

Amount
No. of Respondents
Percentage
50-60
67
68.36%
61-70
10
10.20%
71-80
6
6.12%
81-90
4
4.08%
91-100
3
3.06%
101 and up
8
8.16%
Total
98
100%
Table 8- Amount willing to spend for Burger
Answer
Yes
No
Total

No. of Respondents
Percentage
95
96.94%
3
3.06%
98
100%
Table 9- Respondents who like Ice Cream

Answer
No. of Respondents
Percentage
Yes
68
69.39%
No
9
9.18%
Depends on the kind
21
21.43%
Total
98
100%
Table 10- Respondents who like toppings in Ice Cream
Amount
No. of Respondents
Percentage
30-40
81
82.65%
41-50
3
3.06%
51-60
1
1.02%
61-70
4
4.08%
71-80
2
2.04%
81 and up
7
7.14%
Total
98
100%
Table 11- Amount willing to spend for an Ice Cream

The respondents had written down their perfect partner for their
burger and it turned out that Fries is the best choice of our respondents.
Following by the Pasta, Salad and Chips, Onion Rings and Others are close
second to sixth, respectively.

Others; 2%

Chips; 12%

Pasta; 24%

Salad; 13%

Fries; 43%

Onion Rings; 7%

Chart 1- Ranking of Best alongside of Burger

Respondents had also choose their favorite flavor for their Ice
Cream and it results that Chocolate flavored is the first favorite of our
respondents. Secondly by the Nuts flavored followed by the Coffee flavored,
Fruit flavored and lastly by Others (includes cookies and cream, chili
flavored, vanilla and mocha).

Chocolate Flavored
Coffee Flavored
Fruit Flavored
Nuts Flavored
Others

Chart 2- Ranking of Flavors (Ice Cream)

With regards to the purchase decision making, the respondents ranked from
1-5 (5 represents the least) the most Important attribute that affect to their
purchase. As the results, Amount of food are the lowest percentage, it means
that the amount is the most important for the respondents to their buying
decisions.

Speed; 23%

Variety; 20%

Location; 23%

Atmosphere; 19%

Amount; 14%

Chart 3- Ranking of Purchase Decision Making

Based on the above information, our Target Market will be coming
mainly from the population of students which garnered 82 tallies out of 98
respondents. Married got 7 respondents, Already Working got 7 respondents
and a population in the Out of school has 2 respondents.

Target Market

Students
Already Working
Married
Out of School

Chart 4- Target Market