5.

1 Target Market

D’ Burger Arena is a food service business that aims to attract potential customers

within the area of Malinta, Valenzuela. Its target market is mostly the students from

nearby schools such as Pamantasan ng Lungsod ng Valenzuela, Children of Mary

Immaculate College, St, Louis College of Valenzuela, and Our Lady of Fatima

University. The business is strategically located in front of the Valenzuela City People’s

Park to attract those who visits the park, and also the employees working in the City

Hall. D’ Burger Arena plans to provide healthy options of snacks which can be enjoyed

by everyone, of all ages, gender, and status, especially those who are health conscious.

5.2 Market Segmentation

5.2.1 Socio Demographics

People of all ages may be considered as the business’ target market but since this food

business specializes in healthy and guilt-free vegetable burger, it targets those people

who are near the place of business which are students, government employees and those

people who goes to the Valenzuela People’s Park. Since the place is located in a

commercialized place, anyone can be potential market.

5.2. Behavioral Characteristics

Most Filipinos are raised with the belief that vegetables are good for one’s health which

is true. While, Burgers are considered as unhealthy because it is classified as a junk

food. This business aims to change the notion about burgers. We would like to associate

burger into something healthier which would encourage those people who are conscious

about what they eat, patronize our product. This notion may increase the business’

target market. People who are open to try something new like our products may also be
potential customers. This also opens an avenue for people who would like to bond and

indulge over a couple of burgers without feeling guilty about their health.

5.2.1 Geographic Characteristics

The place of business nearby schools, City Hall and parks. The market will mostly

consist of students, government employees and those people who frequently go to the

park. The business hours are suited for students and government employees after long

hours from their works and school. The business place being located at the center of the

city, beside the road and near a Jeep Terminal would open more opportunities for

passerby and commuters to check out the restaurant.