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Anna Garver

Sabot

CTE Business & Marketing

Augst 31st, 2022

Market Segmentation Project

Market (A bag of South American roasted coffee beans):

[a] Demographic - female/male, 18-40, single/married, college student/employed,

low-middle income, part-time/full-time

[b] Psychographic - stays up late, needs an extra energy boost.

[c] Geographical - suburban, city, college town

[d] Product Usage - regular usage, about once a day

RATIONALE: drinks coffee regularly in the mornings and whenever an energy

kick is needed. Goes through a pot normally every day.

Summary:

Coffee is for everyone who has the matured taste for it, therefore I decided the

age pool is between 18-40, as those are the ages that need the most energy to keep up

with life. Low to middle income households are more likely to purchase coffee beans, as

they will be making their own pots of coffee. Making a cup of coffee from coffee beans is

a regular activity, many need a cup a day to boost their energy. And using just coffee

beans its hard not to make a full pot and drink it through the day. Coffee does not simply
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have one geographic point of purchase, as anyone and everyone from all walks of life

can enjoy a cup of coffee a day.

Market (Denver Broncos season tickets):

[a] Demographic - female/male, 20-50, middle to high income, full-time or retired,

no kids, single/married

[b] Psychographic - Avid Broncos fan, fan of football

[c] Geographical - suburban, city

[d] Product Usage - Game usage, most but not all

RATIONALE: Use regularly when Broncos play games at home, season tickets

have a seat at every home game

Summary:

Both females and males are likely to watch football, although males are more

likely to be attached to a specific team they are watching. In order to get season tickets,

middle and higher income households are more likely to spend $5,000 rather than a

low-income household. Those who are fans of the Broncos would be more likely to buy
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season tickets as they can watch all their favorite team games in person. Those who are

closer to the stadium are also more likely to buy season tickets as it is easier to go

watch. Geographically those to buy season Tickets are located around Denver. Season

ticket holders are more likely to be regularly using their tickets, they have access to all

the home games.