The fast-food sector is one of the world’s fastest expanding industries. People spend a lot of time outside due to contemporary fast lives. Instead of cooked meals, they turn to fast food (Rehm & Drewnowski, 2016, 804). Family and friends often visit eateries to spend time together. Thus, fast food chain demand grows.

People in fast-paced countries like the U.S. and Australia typically seek new restaurants. The Australian fast food business generated over $200 billion in revenue in 2015, up from $6 billion in 2006. (An, 2016, 97). The research predicts a 2.5 per cent growth in the following two years.

This article identifies fast-food consumers and analyses the relevance of several consumer categories.

Segmentation:

Locality: Urbanites mostly eat fast food. Thus, urbanites want quick food centres (Garza et al., 2016, 61-68). Rural residents don’t frequent restaurants or fast food chains with family and friends.

12-45-year-olds are more interested in fast food establishments. This youthful group regularly eats fast food. It’s FAST FOOD MARKET ANALYSIS. After 45, people commonly get blood hypertension, diabetes, etc. Due to health concerns, adults don’t eat fast food.

Working folks consume more fast food than those who remain at home since they can’t bring enough food everywhere. They prefer fast food. Team leaders and management hold meetings at restaurants, and it’s also why they eat so much fast food. Workers order meals from eateries (Athens, Duncan & Elbel, 2016, 1266-1275).

Question 2

Not just workers but even students eat a lot of fast food. They regularly eat out with friends and family.

People who prefer fast meals like burgers, pizza, spaghetti, and noodles often grow hooked to them (Schaider et al., 2017, 105-111). Target market analysis of fast food restaurants 4 Thus, continual fast food intake shapes their behaviour, so they can’t avoid visiting fast food centres and grabbing their favourite food products.

Many individuals adore eating, and they love trying different foods and cuisines. So, they explore various eateries and culinary centres to fulfil their taste senses (Zota, Phillips & Mitro, 2016, 1521). So, quick food establishments are in high demand among foodies, and their psychology affects their consumption.

Relationship between Segments and Products:

Restaurants are interconnected, and they are linked. Urbanites seek fast meals and eateries, as said. Young urbanites that work or attend school rely heavily on eateries (Barnes et al., 2016, 885-892). Demographic segment groupings are interrelated.

Restaurants are interconnected. As previously said, urban dwellers crave quick meals and eateries. Young urbanites that work or attend school rely heavily on eateries (Barnes et al., 2016, 885-892). Demographic segment groupings are interrelated.

The target market for fast food businesses is divided into primary, secondary, and tertiary.

Secondary Target Market:

Secondary target markets for items may not be as profitable as primary ones, but their purchasing habits are heavily impacted by prime target markets (Serrat, 2017 119-128). Teenagers persuade their parents or couples to eat out with them (Mazidi & Speakman, 2017, 603-613). Parents host birthday parties and family gatherings at favourite eateries, boosting restaurant sales. Restaurant operators ensure they can persuade secondary target markets.

Secondary target market items may not sell primary target market products, but their purchasing behaviour is heavily impacted by primary target market preferences (Serrat, 2017 119-128). Teenagers frequently convince their parents or couples to eat out with them (Mazidi & Speakman, 2017, 603-613). Parents host birthday parties and family gatherings at favourite eateries. Restaurants sell more, and restaurant entrepreneurs seek secondary markets.

Tertiary Target Market:

The tertiary target market is entirely dependent on primary and secondary target markets since they consume any product or service owing to their influence (Büyüközkan, Mukul, & Uztürk, 2016, 437). People who frequent restaurants with primary and secondary target markets may not like the food as much as the primary target market. They usually come with a group of other targeted customers. Grandparents are examples. Due to age and health, individuals may not want junk food. However, they see other relatives (Rehm & Drewnowski, 2016, 804).

Analysing various customer categories of fast food establishments, it becomes clear that society’s youth prefer fast food. Thus, the demographical sector of customers may be regarded as the key target market, as it comprises working and urban youngsters who favour fast food and urge their parents and loved ones to come (D’Angelo et al., 2016, 1556-1562). So, restaurant owners develop their products to attract young people, their primary target market (Chen, Jaenicke & Volpe, 2016, 881-888). According to earlier debates, fast food restaurants target clients by age and employment.

According to the debate, Australian fast-food chains are developing due to their social and economic framework, which has increased fast food consumption among working students.

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