01.

Segmentation Variables: The demographic segmentation variables that are appropriate

for describing Mezeh's target market include age, income, education and location.

Mezeh's target market consists primarily of millennials and Gen Z consumers who are in

their 20s and 30s, have a higher level of education, and are located in urban areas. These

consumers are young professionals with higher disposable income and are more likely to

dine out regularly. They are also more likely to be loyal to brands that align with their

values and preferences, such as healthy eating.

The behavioral segmentation variables that are relevant for Mezeh's target market include

dining frequency, spending habits, brand loyalty, and dining preferences. Mezeh's target

market is likely to dine out frequently and is willing to spend money on healthy and high-

quality food options. They are also more likely to be loyal to brands that align with their

values and preferences, such as healthy eating.

The psychographic segmentation variables that are important for Mezeh's target market

include values, attitudes, lifestyle, and personality traits. Mezeh's target market values

health and wellness and is interested in living a healthy lifestyle. They are busy

professionals but prioritize their health and well-being and are willing to invest in it.

They are also highly engaged with social media and enjoy interacting with others who

share similar values and interests.

02. Social Media Motives: The social media motives that are most relevant for Mezeh's target

market include social interaction and connection with others, self-expression and

presentation of self, information gathering and sharing, entertainment and escapism, self-

status and recognition, and attention seeking. Mezeh's target market is highly engaged

with social media and values the ability to connect with others, express themselves,
 gather information, and be entertained. They use social media as a platform to showcase

their healthy lifestyle and share their experiences with others. They also value the

opportunity to receive recognition and attention for their interests and experiences.

03. Persona: Sarah is a fictional representation of Mezeh's target market and is a busy

professional who values health and well-being. She prioritizes eating well, whether it's

dining at Mezeh or cooking at home, and is an active social media user. Sarah enjoys

sharing her meals and experiences with others and is part of a community of health-

conscious individuals who value community engagement and interaction through social

media. By understanding Sarah's motivations, values, and behaviors, Mezeh can better

target and engage with its target market through social media.

Sarah's demographic characteristics, such as age, income, education, and location, align

with Mezeh's target market. Her behavioral characteristics, such as her dining frequency

and spending habits, also align with Mezeh's target market. Her psychographic

characteristics, such as her values, attitudes, lifestyle, and personality traits, are also

closely aligned with Mezeh's target market, making her an accurate representation of

Mezeh's target market. By understanding Sarah's motivations, values, and behaviors,

Mezeh can develop a more effective social media strategy that resonates with its target

market.