8.1 Proposed Primary Target Audience
8.1.1 Demographics
· Age : 18 - 24 years old
· Gender : Both male and female
· Education : Undergraduate and above
· Occupation : University Student
· Income Range : RM500 – RM1500
· Race & Ethnicity : All races
· Geographic Location : Urban area
8.1.2 Psychographics
· Perception : Affordable brand which is well-known and provides
wide and good quality of product lines up
· Learning : Friends and siblings, social network, promotions and
events
· Motivation & Needs : Desire on trendy stuff and apparel for attractive looks
· Attitude & Personality : Young, passion, stylish and trendy
· Lifestyle : Casual, active and free
8.2 Proposed Secondary Target Audience
8.2.1 Demographics
· Age : 25 - 35 years old
· Gender : Both male and female
· Education : Undergraduate and above
· Occupation : Working adults (white & blue collars)
· Income Range : RM1500 - RM4000
· Race & Ethnicity : All races
· Geographic Location : Urban area
8.2.2 Psychographics
· Perception : Recognize UNIQLO as top casual wear brand and
believe that clothing is important element toward
pleasant appearance
· Learning : Friends and family, newspapers, internet,
environmental factors
· Motivation & Needs : Casual wear that ensures high quality and nice design
· Attitude & Personality : Sensitive and passion in fashion trends
· Lifestyle : Casual, healthy and challenging
