In the past couple of years, the global shift toward selling and buying more eco-friendly products seems to have accelerated. In virtually any industry, environmental friendliness and sustainability have become hot topics. The hospitality industry is no exception to this. The other day, you were having dinner at one of the fancier restaurants in town and you noticed your drinks came with stainless steel reusable straws. This has been the first time you came across them in the UAE. A quick search on Google is telling you that they are far from ubiquitous where you live - which makes you catch the idea to start selling them in the UAE too. After all, you believe the market is far from saturated. To substantiate this hunch, you are going to apply what we learned during our Marketing Management course and determine whether selling stainless steel reusable straws yourself would be a viable endeavor in the UAE. Your first step will be to determine and develop your value proposition. Determining and developing your value proposition

1. a. First, you are going to identify and outline 2 market segments that operate in this fragmented market. Make sure to document the 

i) psychographics, 

ii) demographics, 

iii) geographics, and 

iv) the segments’ behavioral patterns of these 2 market segments. 

Substantiate each of the segments that you have identified by referring to both a piece of qualitative data and a piece of quantitative data that you have come across during your market research 250 words max. per market segment, excluding data; 750 words max. in total, excluding data.

Answer rating: 100% (QA)

1examples of psychographic characteristics Personalities Personality describes the collection of tra... View the full answer