Report on How Consumers Act (Incomplete Draft)
IDENTIFYING THE POTENTIAL SEGMENTS
AND CONSUMER BEHAVIOUR ANALYSIS
PREPARED FOR RAW COFFEE BEANS PTE LTD
CEO, MR ANDREW CHIEW
PREPARED BY ESTEE YAN
CSM 103 INTAKE 87
19 FEBRUARY 2013
Table of Contents
1. Introductory: Local brands available 3
2. Market Analysis: 3
2.1. Market Segmentation: Psychographic 3
2.2. Market Segmentation: Demographic 4
2.3. Market Segmentation: Behavioural 4
2.4. Segment Chosen 5
3. Potential Internal Influences: 5
3.1. Perception to our Advantage 5
3.2. Subliminal Teaching of Consumers 6
3.3. Motivation: Why Choose Us? 7
3.4. Brand Personality & Lifestyles 7
3.5. Consumers’ Attitudes 8
3.6. Consumers’ Decision-making Process 8
4. Conclusion 9
5. Appendices 10
6. References 10
1. Introductory: Local brands available
This report will help you identify the key potential segmentations for your new type of Robusta raw coffee beans and analyse the different kinds of consumer behaviour in Singapore.
Coffee sales have been slowly becoming very profitable in cosmopolitan Singapore. Some of the more commonly recognized names now include “TCC – The Connoisseur Concerto”, “Starbucks Coffee Singapore”, and “Coffee Bean and Tea Leaf”. Coffee houses such as these, even the smaller, lesser-known joints have tapped into the desire to have a nice place to have some drinks and a chat. Upon realizing that, multiple businesses of similar operations have been springing up, bringing the need for coffee beans further up a notch. Trade and demand for coffee beans, as you would know is second to only oil, is seeing a slow but steady growth as more and more people start to appreciate Fashion Cafes and coffee. In Singapore, an increasing number of the types and brand of quality coffee beans are becoming easily available, ranging from Papa Palheta, Il Classico, Coffee Arabica, Don Miguel, Canephora, and S&W, amongst many others.
In comparison to Arabica,
AND CONSUMER BEHAVIOUR ANALYSIS
PREPARED FOR RAW COFFEE BEANS PTE LTD
CEO, MR ANDREW CHIEW
PREPARED BY ESTEE YAN
CSM 103 INTAKE 87
19 FEBRUARY 2013
Table of Contents
1. Introductory: Local brands available 3
2. Market Analysis: 3
2.1. Market Segmentation: Psychographic 3
2.2. Market Segmentation: Demographic 4
2.3. Market Segmentation: Behavioural 4
2.4. Segment Chosen 5
3. Potential Internal Influences: 5
3.1. Perception to our Advantage 5
3.2. Subliminal Teaching of Consumers 6
3.3. Motivation: Why Choose Us? 7
3.4. Brand Personality & Lifestyles 7
3.5. Consumers’ Attitudes 8
3.6. Consumers’ Decision-making Process 8
4. Conclusion 9
5. Appendices 10
6. References 10
1. Introductory: Local brands available
This report will help you identify the key potential segmentations for your new type of Robusta raw coffee beans and analyse the different kinds of consumer behaviour in Singapore.
Coffee sales have been slowly becoming very profitable in cosmopolitan Singapore. Some of the more commonly recognized names now include “TCC – The Connoisseur Concerto”, “Starbucks Coffee Singapore”, and “Coffee Bean and Tea Leaf”. Coffee houses such as these, even the smaller, lesser-known joints have tapped into the desire to have a nice place to have some drinks and a chat. Upon realizing that, multiple businesses of similar operations have been springing up, bringing the need for coffee beans further up a notch. Trade and demand for coffee beans, as you would know is second to only oil, is seeing a slow but steady growth as more and more people start to appreciate Fashion Cafes and coffee. In Singapore, an increasing number of the types and brand of quality coffee beans are becoming easily available, ranging from Papa Palheta, Il Classico, Coffee Arabica, Don Miguel, Canephora, and S&W, amongst many others.
In comparison to Arabica,