Market Segmentation:

- Gender: Male/Female
- Age:
+ Under 18 years old:
Most of them are students, their income is less than 1 million VND/month
(parents' allowance).
18 - 24 years old: Most are students, some may already have jobs, the common
income is from 1-10 million VND/month, maybe more depending on the ability of
each person as well as financial conditions. of the family.
+ 25 - 30 years old:
Starting to have a job, a career, a family, starting to have a stable income, there is a
big difference, from about 8-30 million VND.
+ 30 - 40 years old:
Stable jobs, most are married, stable monthly income. They often choose
restaurants that ensure quality as well as food that is safe for health.
Over 40 years old:
They have stable jobs, most of them are married, and have a stable income
everyday month.

- Place of residence: the whole country.

- Amount willing to pay for 1 meal
+ Under 100k
+ 150 - 200k
+ 200 - 350k
+ Over 350k
- Behavior
+ Regularly watch programs about Korean cuisine, and popular foods in Korea
+ Likes to eat Korean food, or look for Korean restaurants○Has a habit of
gathering friends every weekend○Influenced by food reviewers,...
- Psychology
+ Likes Korean food and starchy, greasy food.
+ Don't like Korean food and don't like starchy, greasy, unhygienic, and unhealthy
food.

MARKET TARGETING
DIFFERENTIATED MARKETING
Dookki's target market is women, students, and students aged from 10 - 30 years old,
working and living in Hanoi, preferring to choose Korean food brands.
This is a group of people who have the habit and need to meet and gather friends to
exchange and entertain, they often choose new and different places but have costs that are
suitable for their pocket (within about 150k). - 200k).
This group of people is also greatly influenced by the advertising of brands, KOLs, or
food reviewers.