Target Market 1.
Target Market Overview
In market segment section before, four types of target market segmentation have been discussed. Geographic, demographic, psychographic and behaviouristic segmentation are involved. As MUJI has been a lifestyle-oriented brand, psychographic segmentation is determined as the most important factor. In order to build firm connection with target audience, MUJI is suggested to find out the target group which share the similar philosophy. MUJI’s target group are defined by integration of those segmentations. Geographic and demographic segmentation could give a general sample size of target group, and psychographic and behaviouristic segmentation would help MUJI target consumers more precisely. Following is the target audience that is chosen as the most potential group for MUJI: Geographic and Demographic Segmentation
Residents in England
Aged 25-44 years old
Male and Female
Social grade ABC1
Small family within 4 members
Psychographic and Behaviouristic Segmentation
People have an attitude toward simple lifestyle
People have interests in exotic culture especially Japanese style
People like to decorate house with neat and serene style
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