ARELLANO UNIVERSITY

Juan Sumulong Campus

2600 Legarda St., Sampaloc, Manila
SENIOR HIGH SCHOOL DEPARTMENT
School Year 2020-2021

DYNAMIC LEARNING PROGRAM (DLP) NO.13

ENTREPRENEURSHIP
NAME: JOYCE ANN A. ALBIOS DATE: OCTOBER 10, 2022
GRADE & SECTION: 12 - ABM 1 TEACHER: MARIA GINA SERRANO

I. TOPIC: CHAPTER 4: TARGET MARKET

References: Dimatulac, O. (2017). Module in Entrepreneurship

II. LEARNING GOAL: The students should be able to:

a. determine who the customers are in terms of target market, customer requirements and
market size
b. recognize the importance of selecting and describing the target market

III. CONCEPTS: TARGET MARKET SELECTION AND DESCRIPTION

SEVEN (7) BASIC QUESTIONS THAT MUST BE ASKED IN PREPARING FOR A MARKET RESEARCH
1. Why is the market research conducted?
2. What are the scope and limitations of the market research to be conducted?
3. Which segment of the market must be studied?
4. Who are the specific members of the target segment that will participate in the research?
5. When is the perfect time to conduct the research?
6. Where is the best place to conduct the research?
7. How should the research be conducted?
Market size - the approximation of the number of customers in a particular market
STEPS IN MARKET SIZE ESTIMATION
1. Estimate the market space or market universe (the approximate number of customers that will buy
the product or avail the service)
2. Eliminate the customers who are unlikely to buy the product or avail the service
3. Estimate the market assessment through surveys, customer reviews and other data gathering methods
METHODS OF CLASSIFYING CUSTOMERS
● Demographic Segmentation - the process of grouping customers according to relevant socioeconomic
information (1) income range and social class, (2) occupation, (3) gender and age group, (3) religion and
ethnicity
● Psychographic segmentation - a process of grouping customers according to their (1) perception, (2) way
of life, (3) motivations and inclinations

I. ACTIVITY/EXERCISES:
 ARELLANO UNIVERSITY
Juan Sumulong Campus
2600 Legarda St., Sampaloc, Manila
SENIOR HIGH SCHOOL DEPARTMENT
School Year 2020-2021

Directions: Explain briefly.

1. Who is your peer or reference group (These are the people of your age that you usually hang out with)?
- My peer group is my siblings and my friends we usually hang out and talk about random things in our
lives and that’s the bonding we do when we want to unwind to have a break in our studies .
2. Does your group have a special interest that influences what you do and buy?
- We have something in common when it comes to interest, my siblings and my friends influence me on
buying something especially when they had a great review about the product .
3. Given your home or area of residence, how do your environmental surroundings affect what you do and
buy?
- My area is close to the market, that’s why everything I need is in the market, and it influences me in the
form of things that go on sale or focus on the things I need and I want.