Hua Thi Ngoc Huyen – 20DH481243

Nguyen Thi Thuy Linh – 20DH482046

Pham Thi Thuy Vien – 20DH121607

Segmening Geographic - Geographical units: Houston, Texas, USA

Segmentation - Nielsen Claritas' PRIZM:
+ Education and Affluence: higher incomes and
education levels
+ Family Life Cycle: areas near universities for
students, family-oriented
+ Urbanization: urban neighborhoods for a
modern dining experience
+ Race and Ethnicity: consider the ethnic diversity
of neighborhoods
+ Mobility: quick takeout and delivery services

Demographic - Age and life-cycle stage: 12-35ys

Segmentation - Life stage: Adolescenc and young adulthood
- Gender: Both men and women
- Income: Middle-income, $75,000/year
- Generation: Silent and Pink generation
- Race and culture: Vietnamese American,
Southeast Asia American

Psychographic Middle-class who are most active or health-

Segmentation conscious and enjoy Vietnamese food

Behavioral - Initiator: Those who suggest dining at Pho 24h.

Segmentation - Influencer: Those who suggest dining at Pho 24h.
- Decider: People making the final choice to dine
at Pho 24h.
- Buyer: Those executing the purchase.
- User: Customers who enjoy the food.
Targeting Geographical 24h Pho - Houston, Texas. Their primary
targeting geographic target is the city of Houston and
surrounding areas in Texas.

Demographic Aims to attract both young and older diners, as

focus well as families and individuals.
Targeted Digestion Since Houston is famous for its cultural diversity,
Pho 24h can be considered to target individuals of
various cultural backgrounds and love Vietnamese
cuisine. This can include not only Vietnamese
Americans but also all people of other cultural
backgrounds who value authentic Vietnamese pho.

Lifestyle Targeting Target individuals who value convenience and

accessibility because they offer 24-hour service.
Attracts late-night diners, shift workers and those
looking for a quick meal any time of day.

Target the Pho 24h can analyze competition in the Houston

competition area and aim to differentiate by providing unique
taste, quality or price to target customers. potential
is looking for something special.

Local events and They can consider partnering with local businesses
partnerships or participating in community events to connect
with locals and build a successful customer base.