Running head: MARKET SEGMENTATION AND COVERAGE 1
Consumer Analysis, Market Segmentation & Coverage
BUSI 520-D08 Strategic Marketing Management
Valorie Patrick
Liberty University
Dr. John Royer
MARKET SEGMENTATION AND COVERAGE 2
From using on-line promoting methods to ancient advertising methods to focus on
Shoppers, Weight Watchers have been a forerunner within the diet-foods subscription
trade for the past fifty seven years. Weight Watchers (WW) has re-branded itself to
remain current and to push feeding healthy as a lifestyle-choice trend cherishes the
1980’s fitness craze. Ultimately, the choice to eat healthy is primarily influenced by
cultural, social, personal, and psychological factors that inspire individuals to induce
physical work and stick diet regimens until they reach their ideal, healthy weights. The
worldwide healthy feeding market is anticipated to rise in price from $707.12 billion in
2016 to $811.82 by 2021 (Shanbandeh, 2019).
Q1). Describe and discuss the cultural, social, personal, and psychological factors
that influence the purchase of the product/service. (Ch. 6).
Cultural factors
There are several cultural factors that influence shoppers to get WW over different
subscription diet programs. A driving cultural issue is convenience. Americans are at
home with living during a country wherever most merchandise and services (from wants
to luxuries) are simply obtainable occasionally (e.g. 24-hour alimentation restaurants and
retail stores that sell everything from food to flat screen TVs, and 24-hour on-line
nutrition counseling). America may be a country of immediately, and Weight Watchers
has continually promoted the convenience of its program. Currently, WW offers the
burden watchers personal employment program, which incorporates associate on-demand
MARKET SEGMENTATION AND COVERAGE 3
24/7 chat with skilled dieticians and authorized weight loss coachers (Weight
Watcher.com: Personal employment, 2020). One amongst the foremost pervasive beliefs
in American culture is individualism is valued. WW appreciated individualism, because
it offers a spread of meal programs tailored to the subscriber’s ingestion preferences.
Americans love a decent deal (affordability) and wish the pliability of having the ability
to prefer of a contract at anytime. Weight Watchers offers many food plans and weight
loss services. The common value to become a WW member is priced affordably at
$3.22/week (digital), $6.92/week (workshops and digital), $12.69/week (personal
employment and digital)(Weight Watchers.com: Compare plans, 2020). The burden
Watcher Flex program permits members to relish bound foods whenever they need by
giving a zero points foods list to quite two hundred food selections (Weight
Watchers.com: Flex program, 2020).
Social Influences
A Weight Watchers journal article regarding the influence that friends wear one’s
weight loss and gain contends who someone hangs out with incorporates a massive
impact on one’s option to eat healthy or unhealthy (Colorito. 2020). A study conducted
by Harvard graduate school and printed within the geographical region Journal of drugs
states blubber is common among friends (sort of just like the birds of a feather flock
along concept) (Christakis & Fowler, 2007). Individuals that try to slim wish to be a part
of a winning team, and that they wish to understand they are not within the fight alone.
MARKET SEGMENTATION AND COVERAGE 4
WW incorporates a massive social media following, with lots of followers who support
one another and who are proud to members of the burden Watcher’s program.
Celebrities are social influences who individuals wish to possess one thing in common
with. The WW complete has boosted it social media network and social quality rating
scores even a
lot of by partnering with celebrity brand ambassadors to incorporate Oprah Winfrey, Kate
Hudson, and DJ Khaled, relatable celebrities who struggle with weight loss (Dan, 2018).
Personal reasons
Every day, particularly on New Year’s Eve uncountable individual pledge to
begin ingestion healthier. In their endeavors to shed pounds to become skinny and carton
distinct, these weight loss hopefuls attempt to inspire themselves to remain diligent
concerning ingestion right. The goal to reduce sugar, salt, dairy, fatty meats, and
carbohydrates intake and consume additional lean meats, fruits and vegetables whereas
