Meeting the needs of key audiences There are a limited number of customers in the market. To build long-term business, it is essential to retain people once they have become customers. Customers are not all the same. Market research identifies different types of customers. For example: A parent with two children Visits McDonald’s to give the children a treat. Children Want to visit McDonald’s as it is a fun place to eat.
A business customer Visits McDonald’s during the day as service is quick, the food tastes great and can be eaten in the car without affecting a busy work schedule. Teenagers Are attracted by the Saver Menu which is affordable, and the internet access available in restaurants.