You recently graduated from Empire State University with a degree in Marketing. You loved your time at Empire State, and have made numerous friendships with faculty members, current students, and community members. Because of this, you want to remain in your college town and achieve your dream of opening your own coffee shop, The Daily Grind. Before you can open your business, you know that you need to divide the market into segments, to develop customer profiles in order for you to determine which segment of the market you want to target. You have decided to focus on a handful of variables that represent all four market segmentation bases (demographic, geographic, psychographic, behavioral). In one or more fully formed paragraphs, identify and explain at least one variable within each base of market segmentation that should be used to segment the market to create a customer profile of patrons appropriate for The Daily Grind.

Answer and Explanation:

Demographic: the demographic aspect in looking at market segmentation variables in his coffee business would consider such things as age brackets, gender and different groups of population that would be interested in what his business aims to offer. Individuals who are in the older age brackets such as from 30-70 would be interested in coffee. Also these individuals are usually educated

Geographic:

This variable would consider where consumers are located geographically. Therefore are customers able to access the coffee shop easily I'm terms of proximity. How convenient is it to move to to the coffee shop from the customers location?

Psychographic:

what is customers attitudebor lifestyle ? Are customers thorough about the kind of coffee they want. Will customers accept to pay higher for higher quality coffee.

Behavioral: customers may consider the coffee shop a relaxation spot or a place to hangout with friends and family while enjoying a nice cup of coffee. What does this group do most and associate coffee with?