Target Market

This week Maria and I did a bit of Market Research, going through Kingston Hill Campus we decided to test our original Target Market theory.

Is this product really geared towards students?

Is this a product that will appeal to both men and women?

Will our Philosophy and additional features be something that will attract customers?

So we tested our original theory, with a simple and to the point questionnaire put together by Maria.



1. Age:_

2. Gender:_

3. Occupation:_

4. Do you cook your own lunch?:_

5. Would you use/buy this product?:_ (A question we asked after we described the product, philosophy, concept, website, and features)

6. If so, how much would you pay for it?:_

7. Comments/Improvements to the product?:_


And with this, we had a multitude of responses.

For the most part the people we questioned were between the ages of 20-28, all students from undergraduates to post-graduates, both male and female. Prices students offered to pay went from £2-£20, the lowest prices being said by men, and the highest by women. Various comments and improvements included a range of things. Most students agreed that darker colors and an extra pocket would make our lunch bag far more appealing. Other comments included: adding a strap handle, a zippered pocket, a knife and fork, a water bottle pocket, a larger bag, and a selection of smaller lunch boxes.

Just from our interviews with students I could tell that our Target Market decision was far off. This did not seem like a product geared towards men at all, and not really a product that would attract a student customer base. Although we did receive positive feedback, it doesn’t look like this is where we should focus our energies. We’ll have to commit to further research, but its starting to look like our Target Market should be shifted towards slightly older women, between the ages of 25-35. Women who work or have children would be more inclined to spend money on a product and a subscription to a website focused on healthy eating, as they are concerned with their own health and the nutritious welfare of their families far more.

This may be just speculation, but as for right now, it seems like this is where our second point of attack in terms of customer base should be.

Here are two separate interviews given by students at Kingston Hill.

(Don’t mind the quality, they are still unedited.)



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