Consumer Analysis

Consumer analysis:

Based on the information given in the case, we identified five consumer market segments: literary buffs, tourists (leisure travellers), youths seeking entertainment, community event supporters and families who value quality time.

The first segment, Literary Buffs, include adults, generally 40+, who are educated, enjoy literacy, and frequent literacy festivals. They enjoy meeting the authors, purchasing books and the workshops provided at festivals. Since they attend literacy festivals frequently, they are likely to purchase tickets online, over the phone, or at bookstores they may be visiting. Likely to purchase tickets several times a year.

Tourists (Leisure Travellers), are seniors, 50+ who have the money/time to spend on both travelling and on events. They enjoy events and new cultural experiences. They are likely to purchase tickets mostly through travel agents or over the phone. Since they’re older, they’re less likely to frequent the internet and use it to purchase tickets. Most likely to purchase tickets during the summer time when the weather is nice and travelling more enjoyable.

Youths Seeking Entertainment includes youths, under 18, who enjoy music and activities and are seeking some sort of entertainment to fill their time. They are mostly likely to attend the event for the concerts. They are mostly local youths, as youths generally lack the money or ability to travel frequently. They are likely to purchase tickets at local convenience stores, online or as a gift from their parents.

Community Event Supporters are usually adults, over the age of 40, from local surrounding areas that attend festivals to support their community and local businesses. They are most likely to purchase tickets at a convenience store, online or over the phone. They do not attend literacy festivals frequently, just when they are in their local area.

Families who value quality time include parents, 20-45 and children, 0-12. Families attend festivals...