Segmentation of Cereal Market within Singapore

IntroductionHot eat textures refer to grain grains that had to be soaked or boiled to be softened and edible. Pre-prep atomic number 18d cereal that is edible on its own or in milk is also cognize as Ready-to-eat cereal. Within Singapore itself, breakfast cereal be generally seen as a alimental form breakfast that appeals to a greater extent to the younger generation and children who are seemingly more receptive to these horse opera breakfast.(Breakfast food grain- Singapore,1)Datamonitor states that by definition the breakfast cereal securities industry consists of hot breakfast and ready-to-eat (RTE) cereals. In Singapore al bingle, the breakfast cereal market in 2008 is generated a retail appreciate of $38 million a 4% increase from 2007. unlike other countries, where Kellogg has the majority of the market share, in Singapore, Nestle comes in first with 29%, followed by Kraft foods then champion Oats co. at 18.8%.(Breakfast food grain- Singapore,1)As seen from the t able below. Table 2: Breakfast Cereal Company Shares in Singapore 2003-2007The statistics board of Singapore reveals that the just out household expenditure in 2003 is estimated at S$4867, in which 21.3% are spent on food. In 2005, estimated that on that point are 1,047,216 households in Singapore of which 151,390 households belong to singles or those non living with family nucleus. While 840,911 households within are within star family nuclei.

(Statistics Singapore 2006)Breakfast Cereal Market Segmentation and its variablesMarket breakdown shtup be broken down into several variables; Geographical which consists of regional, urban c enter size, density and climate breakdown. T! he demographical variables include age and life-cycle stage, gender and income. Psychographic sectionalization will divide consumers into different groups based on socioeconomic status, lifestyle or personality characteristics. Lastly behavioral segmentation, which groups consumers on their basis of knowledge of the product, their attitude towards it, usage patterns and responses. (Kotler et al.2006, 217-223). SegmentsKey CharacteristicsFiner FoodsTime conscious, enjoy opulence products and are willing... If you want to get a full essay, revise it on our website: BestEssayCheap.com

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