Chapter 8 Strategic Target Audiences


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