QUESTION 2

Based on different consumer profile recommend the target consumer

segment and justify your choice.

A consumer profile is said to a description of a customer, or a set of customers

grouped on the basis of characteristics that they exhibit in common. This may
include psychographic, demographic, and geographic characteristics, interests,
buying patterns and so on of a company’s customers.

Reflecting back to the case study of Spice Rush, the spice market in Bangalore
consists of mainly three distinct consumer segments namely; Extremely Loyal,
Fairly loyal and not loyal and are also categorized into as monthly buyers,
weekly buyers and as daily buyers.

Monthly Buyers: These are the target groups that are having higher per capita
consumption and also have high purchasing power when compared to other
groups as well. The house hold purchase pattern that they exhibit is the
recurring purchase of sachets of 500 Gms.The per capita monthly consumption
is also high in this demographic segment and monthly buyers are extremely
loyal to the brand and makes their purchases in trusted retail outlets most of the
time. This market is largely dominated by brands like MTR and Everest.

Weekly Buyers: This demographic segment consists of people having

mediocre level of disposable income and who prefers to buy the sachets of 200
gms. They are found to be less loyal to the brand when compared to monthly
buyers and belongs to the fairly loyal category. Mainly the middle income
families are the ones who belong to this category of consumers.

Daily Buyers: The per capita income distribution is very less compared to
others and they always prefer to buy sachets ranging from 50 -100 gms. Their
brand purchase intention mainly depends on the availability rather than any
personal preferences or emotions. They have lower per capita income
distribution and are less directed towards the spice consumption.

Thus taking into consideration, Spice rush as a new entrant into the market,
their initial target consumer segment must be weekly and daily buyers. For
achieving this Spice rush has to make sure the availability and movement of
their products is strong especially in small retail shops. The small sachets of
50g– 200g (Small packets) must be made available at every local shop.

Spice rush should also focus on various marketing campaigns in different

phases on various consumer segments to increase the reach. And after the initial
stage the brand should make sure that its presence is felt in all categories and
sizes in order to drive awareness and acceptance from the customers. These
strategies will help to gradually enter into the monthly buyer segment after
some time. But in the long term, in order to attract loyal customers, the brand
should focus more on taste and quality products.