Overview of the Needs of Each Market Segment

1. Family treat The first market segment essentially looks at fast food as a reward for good behavior or as a special treat for the family.

2. I like it This consumer segment will consume fast food primarily for the taste of it that is, they simply enjoy it.

3. Nice and easy This consumer group views fast food as an easy option for food. These consumers are not overly attracted to fast food but are not always in the mood to cook.

4. Pressed for time This market segment is quite time-poor. Their preference is NOT to consume fast food, but it may be a necessity for them at times

5. Real meal This segment of consumers is seeking the convenience benefits of fast food, but they are looking for a relatively healthy food option as well.

6. Meeting place The final market segment in this example is not interested in the food to much extent, instead they are attracted by the location and facilities of the fast food outlet and use the venue as a meeting place.

Discussion Questions:

1. Review the above market segments. Which ones do you think would be the more attractive segments for a fast food chain (that is, the better target markets)?

2. Would it be possible for a fast food chain to structure their marketing mix in such a way that they could meet the needs of ALL six market segments? If yes, how could they do this?

3. Do you know of any fast food chains that appear to target ONE market segment only?