SEGMENTATION BASICS

Anna, the experienced and skeptical member of our team said, that she begins to see the future success of Hooters in Russia. She shared with me her first results of segmentation part of analysis. Let’s look how they see it should work.

Looking on just demographic factors they considered primarily male audience that was divided into three main target groups according to their average income, marital status and preferences.

   1. Men of 18-25 in the first group are stylish young boys from well-being families, students of prestigious universities, maybe successfully starting their career, keeping up a sport life style. Psychologically they are positive-minded cosmopolites, have an active social position and an open mind. They are western-oriented, like traveling and active internet users. We assume that these guys come to Hooters to have fun with friends. The average sum they’ll spend at Hooters is about 600 rubles.

  2. Men of 25-35. They are already married, or intend to. Their career has already started, they are  social-active, sport-oriented and western- minded people, traveling a lot and   spending a lot of time in internet.   These  men come to Hooters not only to drink beer, but to taste our dishes, to   gather with friends, and, maybe, to celebrate some events. The average bill   is about 2000 rubles per person taking into account a beer and meals.

  

  3. Men of 35-50. They are mostly married and spend also about 2000 rubles per visit in Hooters in average. The order will include the beer and the meal. The main differences of this group from the second one is that its members are not probably such active Internet users. We also think that they are not necessarily stylish or sport-oriented, but open to new ideas and adventures. 

 The potential presence of women in our target audience is still in question. We might need some additional investigation on that.