SPICY WEST’S CHOCO SPICE

CHAPTER III

MARKET SEGMENTATION AND CUSTOMER ANALYSIS

DEMOGRAPHIC SEGMENTATION

The product of spicy west chocolate is for all teenagers and adults. It can be purchased by
both male and female especially those who are spicy lovers and those who are interested to try the
spicy chocolate. It is not suitable for children because of its spicy taste, but it is more in demand for
teens and adults who are interested in trying new products and more capable of purchasing it.

GEOGRAPHIC SEGMENTATION

The spicy west is located only in Mabini Extension Cabanatuan City, which is a well-known
location that is very accessible by the people. It is located near schools, public markets, parks and
even malls. People can actually pass by the store when they are going to schools or going home, when
they shop in malls and market and when they are roaming around they can purchase the product
conveniently and easily.

BEHAVIORAL SEGMENTATON

Filipinos are known as food lovers, and when it comes to desserts, they surely know how to
enjoy it. Spicy west is a locally made product that offers good quality and delicious products made
with naturally grown and pick cocoa and local chilli. It is a new product in a market, but it is a game
changer and ready to compete. For those customers who have strict diet and health conscious, Spicy
west offers 100% natural ingredients and no added preservatives, Also Spicy west offers different
stages of spiciness to meet our customers taste preferences. For those who are health conscious, this
product offers a punch of spiciness, as we all know that chilli can benefit our health specially heart for
better blood circulation.

PSYCHOGRAPHIC SEGMENTATION

According to the data gathered, most respondents like to eat sweet food where chocolate is
the most common response. A good number of respondents also showed that they favour spicy in their
food other than different flavours. However, using the same respondents, only few enjoy eating
chocolate and spicy combined food.

Our target market ranges from people with the ages of 15 to 30 wherein few of our
respondents say that eating chocolates is part of their daily life, other say that they rarely eat or buy
chocolate products. Our respondents range from upper class, middle class and lower class, wherein
only those in the middle class and in the upper class are able to purchase and eat chocolate.