ACTIVITY 4

1. Focus on the food kiosks and stalls in your area or immediate vicinity (near the school or near your home).
Within the customer segments that eat in these kiosks and stalls, are there sub-segments? Are the buyers of
squid balls and fish balls different from the buyers of fried siomai with rice or the buyers of barbequed pork or
the buyers of ice cream? What are the differences?

Clue: You can sub-segment according to age and sex of buyers, according to time of day the product is most
bought, according to the location of the kiosk or stall and other such sub-segmentation attributes.

2. Observe the different food kiosks serving the same type of product (fish balls, fruit drinks or any other product).
What differentiates the product of one stall from the other? Which kiosk or stall sells the most of that same
product? Why do you think they sell more of that same product to the customers? What is their winning
differentiator? (Your group may want to do the same activity for different service shops.)