Gin Arai Target Market Analysis
In order to understand Gin Arai target group, I've spent more time studying on established companies in a meal-kit delivery service industry, for example, Blue Apron, Hello Fresh, Plated, Marley Spoon, etc. I'd like to separate the way to analyze Gin Arai target market under two categories:
- Young & busy working professional singles
- Young families with working parents (dual household income earners)
- Middle-and upper-income
- Have more disposable income
- Live in urban areas
Psychographics:
- Eating healthy and staying fit
- Don’t have much spare time
- Willing to pay a premium-priced meal
- Like the convenience and value, especially compared with eating out, ordering in, or shopping at expensive city grocery stores
- Love to try new, adventure, interesting ingredients and recipes that they might not be able to normally find easily in their local markets
- Interesting in cooking and Asian food, especially Thai cuisine
- Enjoying the benefits of cooking and eating at home, without the hassle of planning creative meals and shopping for groceries
- Want high-quality ingredients and food
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