Segment 1:
Needs:
Survival: This segment prioritizes basic needs like food and shelter.
Taste and snacks: They enjoy biscuits as a tasty and convenient snack option.
Description:
Lower to middle income group: This segment likely has limited disposable income and may be more
budget-conscious.
Rural and urban areas: This segment is spread across both rural and urban areas, suggesting a diverse
range of lifestyles within the segment.
Less awareness towards health and quality: This segment may be less concerned with the health
aspects of biscuits or the quality of ingredients, as long as they are affordable and tasty.
Look for similar benefits at a lower price: When choosing biscuits, this segment is likely to prioritize
value and affordability, and may be willing to compromise on quality or health benefits for a lower
price.
Usage pattern/frequency/amount per visit: They consume biscuits 3 to 4 times a week, suggesting
regular consumption but not necessarily in large quantities.
Price sensitivity: This segment is likely to be very price-sensitive, as they prioritize affordability.
Involvement: They may have medium involvement in the buying decision, meaning they might
compare prices or brands before making a purchase.
Overall, segment 1 appears to be a budget-conscious group who prioritize affordability and taste when
it comes to biscuits. They are not as concerned with health or quality aspects, and are likely to purchase
biscuits from a variety of sources based on price and availability.