Ready Meal Targeting, Segmenting and Perceptual Map

Variable

Description

Behavioural

Benefit Sought

Cheap prices with meal deals, convenient for busy day to day life as it is ready to eat, contains less preservatives than frozen ready meals

Purchase Occasion

Meal deal promotions, buy one get one free offers, time saver to quickly grab something while working or on breaks

Purchase Behaviour

Brand loyalty schemes such as loyalty card offers buy 5 coffees get 6th free

Usage

Heavy users of chilled ready meal: unmarried men, working male/female, students, busy people who don’t have time to cook from scratch

Perceptions, beliefs & values

In the UK ready meal sales has been increasing and some buyers consider chilled ready meal to be freshly made and healthy. For example, Greggs sells sandwiches, salads, baguettes made every day at their stores

Psychographic

Lifestyle

Chilled ready meal appeals consumers who want to spend less on dining out in restaurants, busy people who don’t have time

Personality

Lazy, not interested in cooking, workaholics who think cooking is waste of time

Profile

Age

Chilled ready meal is suitable for all age range as products range from kids meal to adults

Gender

Both male and female

Life-cycle

Single adults, men without partners who don’t have anyone to cook for them, female and male corporate workers

Social class

middle class and working class

Income

Less disposable income to dine out

Geographic

In UK people consume chilled ready meals like sandwiches, baguettes, pasties, rolls, pasta and salad whereas in India people would prefer rice, curry, chapatti, daal, palak paneer to name a few in their ready meal package

Geodemographic

Depends on whether consumers fall in ACORN or MOSAIC geodemographic. For example ACORN consumers are likely to consumer chilled ready meal as they reside and work in urban area which is more busier then suburban