MARKET RESEARCH AND CONSUMER BEHAVIOR [MIDTERM PROJECT]:

1. Define the Market Segment

Objective Clearly identify who your target customers are.
Details 1. Start by identifying your general target group. For
(Step-by- example, university students aged 18-24 studying at schools like
Step) the University of the Philippines (UP) or Ateneo de Manila
University.
2. Refine your target segment by considering other
characteristics like the mode of education—are they taking face-
to-face classes, blended, or purely online classes?
3. Break the group down into smaller sub-segments, such as
students living in university dorms like those near DLSU or Ateneo,
and those who are commuting from nearby provinces (e.g., Rizal or
Bulacan).
4. Create a clear profile of your target customer, e.g., college
students, 18-22 years old, living off-campus, taking a mix of online
and in-person classes.
Why it’s This helps you focus your efforts on the right group. For example,
Important targeting students in Metro Manila may differ greatly from those
studying in provincial universities like those in Davao.
Points 10

2. Understand Needs and Pain Points

Objective Find out what problems this group faces and what they
need most.
Details 1. Conduct surveys or informal interviews e.g., Filipino
(Step-by- students to find out what they really need (like affordable tuition
Step) fees, cheaper internet data for online classes, or stress
management).
2. Look for common issues that can become pain points—for
example, students in the Philippines often struggle with heavy
school loads and having little time for self-care.
3. List needs that can improve students’ lives, like better
public transportation, student discounts, or affordable food (e.g.,
student meals or quick meals at popular places like Chowking or
McDo).
4. Visit student groups and forums online like those in
Facebook Groups or Reddit to see what students are saying about
their daily struggles.
Why it’s By knowing their needs, you can offer the right solution, whether
Important it's a low-cost service, a new food product, or stress relief apps,
making your offerings practical for students' lives.
Points 10

3. Examine Demographic Characteristics

Objective Look at measurable data about the group (age, location,
income, etc.).
Details 1. Gather demographic data about students, for example, age,
(Step-by- gender, and where they live. This could be from school records or
Step) student surveys.
2. Consider students from diverse socio-economic classes:
Some students are from higher-income families, while others rely on
scholarships or allowances. For example, those who study in Makati
might have a different buying power than those from public schools
in the provinces.
3. Note their educational background—whether they're studying
in private universities like Ateneo or in state universities like UP.
Their income sources might vary, some rely on family allowances,
 others on part-time jobs.
4. Segment them by lifestyle or region—Metro Manila students
may spend more on tech gadgets or leisure, while students in
provincial areas may prioritize budget-conscious solutions.
Why it’s Demographic data gives your insight into the target audience’s
Important income and spending patterns. For example, students living in
Quezon City versus those living in Tacloban may have different
purchasing habits.
Points 10

4. Analyze Psychographics
Objective Understand what this group cares about, their values,
attitudes, and interests.
Details 1. Ask about personal interests—For example, Filipino students
(Step-by- care about sustainability (recycling, organic products) or pop
Step) culture influences like K-Pop, Filipino movies, or sports events (like
UAAP).
2. Understand lifestyle choices, like whether they're into fitness
at places like Fitness First or healthy eating with vegetable-based
meals.
3. Check their values and interests—Is it socializing with friends
at fast food chains, engaging in youth-led advocacies, or following
Filipino influencers on YouTube?
4. Observe the trends in student groups, for example, in
university towns like Diliman or in schools in provinces such as
Baguio, where students may be passionate about environmental
conservation or community service.
Why it’s Psychographic data helps target their underlying needs, guiding
Important you in personalizing your marketing materials. For example,
focusing on Filipino youth's interest in supporting local businesses
or attending art fairs.
Points 10

5. Study Behavioral Traits

Objective Learn their purchasing habits and what types of products
they choose.
Details 1. Identify when they shop—Do they prefer shopping online for
(Step-by- gadgets or clothing during sale seasons like ‘11.11’ or ‘12.12’? Or
Step) do they frequent Divisoria or Quiapo for budget options?
2. Track where they shop—Do they make purchases on Filipino
online platforms like Lazada or Shopee or prefer going to local
shops like 7-Eleven for convenience?
3. Observe loyalty behaviors—Do they join loyalty programs
such as SM Advantage Cards or take advantage of student
discounts in popular stores like Starbucks or Globe Telecom?
4. Monitor student interactions with brands on social media—
Do they follow brands like Globe or McDonald’s for student
promos?
Why it’s Understanding their actual shopping behaviors will help you decide
Important when and how to market, such as offering promo codes during
payday or school breaks like semester ends.
Points 10

Total Points: 50
Specific Instructions for Each Part:

1. Define the Market Segment

 Objective: In your answer, identify a specific group that you want to study.
This could be specific to factors like educational level, city, or generational
type.
 Details:
o Explain how you would narrow down the student population to
focus on a meaningful market segment.
o Consider factors like location (e.g., Metro Manila vs provincial
students), socio-economic status, or living arrangements (e.g.,
dormitory residents vs. students living with their families).
 Example: Discuss Filipino students in a Manila-based university, particularly
those who reside on-campus and use public transport daily.
 Why It’s Important: Highlight how defining a specific market segment
(e.g., students with limited income) allows for more focused and relevant
business strategies.

2. Understand Needs and Pain Points

 Objective: Identify the challenges faced by students that your product or
service can address.
 Details:
o Explore common issues Filipino students deal with, such as
affordability, accessibility, academic pressure, or mental health
concerns.
o Mention how you might gather insights (e.g., surveys with classmates
or social media).
 Example: Students struggling with the cost of living and tuition may need
affordable meal options or financial aid.
 Why It’s Important: Emphasize how solving these pain points with
relevant products or services leads to higher engagement and loyalty.

3. Examine Demographic Characteristics

 Objective: Provide quantifiable data to describe your market segment.
 Details:
o Collect basic demographic information about the target groupage,
gender, academic year, location (urban or rural), and income level.
o You may conduct student surveys or use available data from your
university.
 Example: Mention that the students are primarily aged 18-22, live within
Quezon City, and have part-time jobs.
 Why It’s Important: Point out how this demographic analysis influences
what products or services the segment can afford.

4. Analyze Psychographics
 Objective: Understand the values, interests, and motivations driving
your target segment.
 Details:
o Look into the lifestyle interests and values most important to them
(e.g., environmental consciousness, social media engagement).
o Consider activities that connect with local or Filipino youth, such as
supporting local businesses or attending Filipino pop culture
events.
 Example: Filipino students may prefer eco-friendly products and are likely to
engage in activities supporting Filipino-made or local brands.
 Why It’s Important: Stress how understanding these psychographics
helps tailor products that align with students’ deeper aspirations and lifestyle
choices.
5. Study Behavioral Traits
 Objective: Learn how your segment behaves in their daily purchase
decisions.
 Details:
o Track where students usually shop, whether it’s physical stores or
online.
o Identify their brand preferences and purchase patterns (e.g., “do
they wait for sale seasons like ‘11.11’ on Lazada or Shopee?”).
 Example: Discuss how students use GrabFood or food delivery services and
look for student discounts.
 Why It’s Important: Link the study of behaviors with smarter, more
effective marketing strategies—like running promotions during busy times
like semester breaks.

Final Submission Notes:

1. Ensure all parts are well-researched, properly cited, and link back to
specific examples in the Philippine context.
2. Provide clear, actionable insights where applicable—this is an opportunity
for you to show your deep understanding of consumer behavior and
marketing strategy.
3. Follow the step-by-step structure clearly and ensure each part addresses
its respective question thoroughly. Present your work neatly, using tables
or bullet points where necessary.