Global
Statista's Global Consumer Survey showed that 47.9% of babywear and toys consumers are within the age group of 25-34 years followed by age group 35 – 44 with a percentage of 29.2 %. More than half (58.9%) of the customers are female and 42.1% of them have a higher income level followed by 34.1% with middle income level. (Statista, 2018)
Local
In 2016, most mothers are within the age of 30 to 34 and the mean age for mothers giving birth to their first child is 27.7 years (Dosm.gov.my, 2017). Women aged 30 to 34 years recorded the highest fertility rate in 2016 with 120 births per 1,000 women. Hence, Aster + Luna will be targeting mothers within the age of 26 – 34.
As seen below is the primary target market segmentation of Aster + Luna obtained through questionnaire responses.
TARGET MARKET SEGMENTATION
Thank You,
Renee
Bibliography:
Dosm.gov.my. (2017). Department of Statistics Malaysia Official Portal. [online] Available at: https://www.dosm.gov.my/v1/index.php?r=column/cthemeByCat&cat=165&bul_id=NXRCRDh0RENGeU13bC9EdzJ1cUFtZz09&menu_id=L0pheU43NWJwRWVSZklWdzQ4TlhUUT09 [Accessed 2 Jan. 2019].
Statista. (2018). Toys & Baby - Malaysia | Statista Market Forecast. [online] Available at: https://www.statista.com/outlook/257/122/toys-baby/malaysia#market-age [Accessed 29 Dec. 2018].
Wong, R. (2018). target Market segmentation. [image].
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