Demography:

The main demographic force that marketers monitor is population,

because people make up markets. Marketers are keenly
interested in the size and growth rate of population in cities,
regions and nations; age distribution and ethnic mix;
educational levels; household patterns and regional
characteristic and movements.

Demographic Segmentation:

Dividing the market into groups based on variables such as

o Age
o Gender
o Family size
o Income
o Occupation
o Education
o Religion
o Generation
o Nationality
o Family life cycle
o Economy

Demographic factors are the most popular bases for segmenting customer groups.
One reason is that customer needs, wants and usage rates often vary closely with
demographic variables and other is that they are easier to measure than most
other types of variables.
Age:

In Lahore the age dependency ratio is 87.8% and percentage population under 15
year is 42.2% and population ranges from 15-64 is 54.5%, so the burger king can
target the age ranges from 15 – 64.

Gender:

Gender segmentation is the most important factors as the Burger king will caters
the male and female for usage of their products. In Lahore the percentage of male
is 51.72 and percentage of female is 48.2, so they should target both genders in
their target so that they get the maximum output.
Family size:

The family size is always playing an important role in the marketing. The average
family size in Lahore is 5- 7 people and children are high number in the family size.

Income:

Income segmentation also has a vital role in segmenting the market. Income of
middle class ranges approximately from Rs 5000 to Rs 85000; Burger king can and
should focus the middle and upper class of Lahore. Because they can welcome
them with open heart.

Education:
Lahore is famous for its universities and many foreign come to Lahore for studies.
The literacy ratio in Lahore for male is 51.7% and for female it is 38.5%. But now
Punjab government is taking steps to increase the literacy rate in Lahore. Grade
school student percentage is much higher than college or university students.

Religion:

Many languages are spoken in Lahore, including Punjabi, Urdu, Pashto and English.
According to the 1998 census, 96% of Lahore's population is Muslim Others Include
Christians, Qadiani’s and a small number of Hindus and Sikhs.

So, Burger king should keep all these points before coming and opening a
restaurant here. Because all theses factors matter a lot and its competitors are
also following these points and they are getting positive response from Lahoris.
 Life Style Patterns:

Eating patterns:

Lahoris are very much interested in shopping and eating. Lahoris are known
for their taste & love for eating. Lahore has many great traditional and
western restaurants and still the new restaurants are opening, the business
is extremely competitive.

It is said that eating well is a peculiarly Lahoris attribute, and the

innumerable crowded, noisy restaurants of Lahore that are open late into the
night are a visible testament to this passion.

We want to tell you some of the main western restaurant chains in Lahore
that are as follow:
1. McDonald's
2. Pizza Hut
3. Subway Sandwiches
4. Dunkin Donuts
5. Nando's
6. Kentucky Fried Chicken

All above mentioned restaurants are showing the emerging trend of fast
food in Lahore and also number of restaurants is showing that the new
western restaurants will get positive response but they have to face the
tuff competition.

Not only western restaurants are working in Lahore but also the typical
traditional restaurants are the focus points of Lahoris. A recent tourist
attraction in Lahore is the famous Food Street in the historic locales of
Lahore (Gawalmandi, Anarkali, and Badshahi).

Some of the trendiest restaurants in Lahore are concentrated on the M M

Alam Road in Gulberg. Here, dozens of high-class culinary outlets, ranging
from western franchises to very traditional, ethnic, or theme restaurants,
attract all classes of Lahore's citizens.
 Celebrations:

Lahore is a very festive city; the people of Lahore celebrate many

traditions throughout the year, with blending of moghal, western and
latest trends.

Eid ul-Fitr and Eid ul-Adha:

They are celebrated in full swing in the city. Many people decorate their
houses and light candles to light up the streets and houses. Roads and
businesses are lit up for days during these public holidays.

Basant:

Basant is a Punjab festival that marks the coming of spring. Basant

celebrations in Pakistan are centered in Lahore and people from all over
the country and abroad come to the city for the annual festivities.

Usage patterns and behavior

For promoting and opening some thing you must have to see the
important pattern and behavior of user, because ultimately they will go to
get benefit from that and if it will not satisfy them than simply understand
that you are a failure. So we will tell you what the behavior of Lahoris is?
As we have told you that Lahore is the second largest city of Pakistan,
many people in Lahore have their own business and rest of them are
working in offices.
The student’s community is also very important in Lahore especially in
light of marketing some thing.

Working women:

In the last few years the percentage of working women increased

remarkably in Lahore. And these women are married and they have children
and husband whom they have to take care also. The working women highest
percentage increased the fast food trend in Lahore.
The women are much interested in the “easy to buy and easy to eat
food”. These behaviors increased the home delivery food system and also
drive thru.
Heavy traffic:

Lahore is very famous due to its bad traffic system, if you want to reach
some where in 1 hour than you must have to leave for about3 hour before
the time.
As “time is money” the people want every thing in few minutes. No one
wants to first waste his time at traffic and then wait for the food to be
prepared in restaurants. This thing also increased the trend of Fast food,
because it is easy to cook and ready to eat in few minutes.

Place need:

place also matters because office going male and female don’t want to stuck
in traffic during their lunch breaks so while opening a restaurant target the
place which is covering more offices, colleges and hostels.

Youngsters:

Young generation of Lahore is very high population and they are much busier
than any one other community. As we have mentioned that Lahore is famous
for its universities.

Many foreign students come to Pakistan for their better future and most of
them are host lied. As they are away from their home and they are also busy
in their studies, so they have not enough time to cook food for themselves.
This again become powerful reference leg for boost of fast food industry in
Lahore.

Media:

Media is also promoting fast food very much. In English movies fast food
restaurants are
Presented like status symbol and also like “busy people have no time to
waste”, so they have to eat the fast food.

These concepts give the boom to the fast food industry in Lahore.

Preference for specific end benefits

Customer is interested in three main important things which are as follow

o Prices
o Quality
 o Price and quality
Both the things are most important for the buyer; the importance of buyer
will be explained as below.

Buyer:

The person who purchase the products/services.

Who are the Buyers:-

As far as our product is concerned the buyers are mostly youngsters,

however they can also be working people and age cannot be the
hurdle because now days every one love to have some thing western.

Importance to the marketer:-

Buyer is also very important for the marketers; buyer is the one who
spends money, so marketer must be able to have such prices that
convince the buyer that he will get more value than the spending
amount.

For instance, marketers of our product must have such Prices that
buyer feels satisfied and even delighted to buy it after spending
money.

Quality:

Quality is also important for the buyer because he/she is spending his/ her
time and money, and in return they want the premium quality that can’t be
find any where else.

As in our product they should keep in their mind that people are becoming
more concerned about their health now days. And so they should bring all
the high quality products and they should provide the full care and attention
to their customer as they provide attention to their foreign customers.

Price and quality

In Lahore, there is big segment that is price and quality conscious. They want
best quality with low price and also there are number of people who want
best quality even with double price but in the city like Lahore you should
target the people who are quality conscious but price sensitive.