Target Audience

To get a clear perspective of my target audience i conducted two questionnaires aimed at two different age groups, comparing and analysing the contrasts between the two.

The demographic for my questionnaires were both females and males between the ages of 18-29 and 30-50+, Overall, the results of my questionnaire I didn't find that surprising, as the main consumers of Hot chocolate drink are infact females.

My first question was aimed to find what the most common hot beverage drink was purchased. From this i found out that hot chocolate and tea were equally as popular ,and that coffee was favoured mostly my the males that answered my questionnaire, this was a positive result for us as it enabled us to find out exactly who our target audience are. Furthermore,it allowed us to make sure that our product would be successful in the market as almost 38% of the females out of both age groups we asked favored hot chocolate the most, and a small percentage said that they enjoyed drinking hot chocolate as a treat also demonstrating that our product would be successful as a regular consumption but also occasionally,although Hot chocolate was favored mainly by the females asked we also found that a small number of males enjoyed the beverage meaning that we were able to widen our target audience consumers, this so far suggests to us that perhaps females enjoy hot beverages more than males supporting the idea of the advert showing a working woman enjoying our product.

Another interesting question which brought out a variety of answers, asking "what is it you look for when buying a hot chocolate beverage in you supermarket?" This generated a range of responses such as price , type of chocolate but most common answered was the appearance of the packaging , we found out that the more appealing the packaging is the more likely it is purchased . This prompted us to make sure that our packaging was to the best standard it could be and also a reasonable price as that was the second most popular when consuming hot chocolate.

How do Males and Females Respond Differently to the consumption of Hot drinking beverages?

1) What hot drinking beverage do you purchase most often?

Hot Chocolate - 38%

tea-38%

Coffee-24%

2) What is it you look for when purchasing hot chocolate?

(in order of most common)

Packaging appeal

Price of product

Type of chocolate

3) Where do you usually see hot chocolate adverts ?

(In order of most commonly answered)

TV

Magazine advert

Billboard/Poster

Internet