Customer Segmentation

The company values integrity, respect, innovation, and environment for better sustainability.

Demographic

The company’s demographic comprises of males and females with ages ranging from 19 to 50 years old.
According to Rebecca Lake (2019) the average age for adult grocery shoppers in the U.S is 44. For female
shoppers, average age is 47.

Geographic

The company is from the Philippines, more specifically in Northern Mindanao, Bukidnon. It was
established in Malaybalay City, Bukidnon.

Psychographic

The company intends to sell the product to consumers who have interest in using products that are
made of upcycled materials. Consumers who personally purchase products and goods are part of the
target market especially those who play a big role in their family as the main supplier of necessities.

Behaviographic

Stated by Food Marketing Institute (2019), women are more likely to be found buying in the grocery
store than men. Among primary shoppers for multi-person households, 70% are female. For the single
consumers, 53% are women. Approximately 68% of grocery shoppers say they are solely responsible for
doing all the shopping for their family. Multi-person households represent 43% of shoppers while singles
account for 25% of all primary shoppers. Women take longer to shop than men, averaging 42 minutes
versus 39. The under 30 crowd also takes longer, averaging a 43-minute trip compared to 40 minutes for
shoppers aged 30 and up. Shoppers hit the supermarket an average of 1.5 times per week.

Customer Relationships

The company will have a collaborative customer relationship in each of the customer segments where
different local suppliers will be part of the business. This aims to support local suppliers and provide the
customers quality product. The company will establish accessible customer service to increase
customer’s loyalty. The product cost will depend on the size of the bag ranging from 50-120 pesos.