In this contemporary society, food and beverage industry, particularly coffee shops experience a rapid growth. Due to a social trend, coffee shop is one of the profitable businesses. Consequently, the number of coffee shops has been increasingly operating throughout the town. Likewise, people lifestyle changes in term of their consumption. However, the buying behavior is various in the different segments because of some fundamental indicators. Some coffee shops have encountered failure or success since they don’t classify the segmentation accurately. Therefore, our team is curious about conducting the research topic called marketing segmentation of a coffee shop in Phnom Penh.
II. Research objectives Cambodia has experienced several colonial …show more content…
Owing to Western and Eastern influence and adaptation, they have changed their consumption, shopping and dining behavior. In addition, talking income per month, 13% of the professional population in Phnom Penh City could earn more than 600$ and another 6% of the people could earn more than 1000-2000$. Consequently, there is around 2180 individual restaurants and similar establishment at the beginning of 2015. Precisely, the expense of daily consumption of restaurant products was estimated at $1.53 million among the white collar workforce and $0.48 million for mid-range restaurants. Moreover, 58% of total visits and 52% of, whom does business discussion are the potential trend of a coffee shop in Phnom Penh. Personally, in order to make the research of market segmentation of coffee shops or restaurants little better, the researchers should add a bit more sample size and shouldn’t add confidence interval and level. Thus, the main objective of my group project research is to analysis the segmentation based on the consumers’ expense more …show more content…
It also includes the analysis of data that we get from observation and questionnaire. Additionally, our research is a kind of cross-sectional study, which means we only meet our participants once only. We decide to work on this type due to the fact that we have limited time to do a research. Moreover, the data, which is collected, is accurate when the respondents respond for the first time that we are asked to answer the questionnaire. Furthermore, we decide to choose quota sampling since it can facilitate our sample population accessibility. Likewise, we can select whenever our target respondents with visible, relevant characteristic are seen to participate in our study. For study design based on the reference period, we involve with prospective study design since we attempt to establish the result of the events or what is likely to
II. Research objectives Cambodia has experienced several colonial …show more content…
Owing to Western and Eastern influence and adaptation, they have changed their consumption, shopping and dining behavior. In addition, talking income per month, 13% of the professional population in Phnom Penh City could earn more than 600$ and another 6% of the people could earn more than 1000-2000$. Consequently, there is around 2180 individual restaurants and similar establishment at the beginning of 2015. Precisely, the expense of daily consumption of restaurant products was estimated at $1.53 million among the white collar workforce and $0.48 million for mid-range restaurants. Moreover, 58% of total visits and 52% of, whom does business discussion are the potential trend of a coffee shop in Phnom Penh. Personally, in order to make the research of market segmentation of coffee shops or restaurants little better, the researchers should add a bit more sample size and shouldn’t add confidence interval and level. Thus, the main objective of my group project research is to analysis the segmentation based on the consumers’ expense more …show more content…
It also includes the analysis of data that we get from observation and questionnaire. Additionally, our research is a kind of cross-sectional study, which means we only meet our participants once only. We decide to work on this type due to the fact that we have limited time to do a research. Moreover, the data, which is collected, is accurate when the respondents respond for the first time that we are asked to answer the questionnaire. Furthermore, we decide to choose quota sampling since it can facilitate our sample population accessibility. Likewise, we can select whenever our target respondents with visible, relevant characteristic are seen to participate in our study. For study design based on the reference period, we involve with prospective study design since we attempt to establish the result of the events or what is likely to