Market segmentation:
The Broadbeach area on the Goldcoast is a major attraction for both tourists
as well as locals. The majority of locals can be divided or segmented according to age and their income. The majority of the population here in Goldcoast belongs to the age bracket of 30 and above and fit into the middle income group.
Age:
Broadbeach has a host of restaurants and places to satisfy both the young and the old aged patrons. The young crowds generally prefer colorful places which serve fast food and drinks and which are cheap and low priced. They are not particularly fond of formal surroundings and are fond of loud or contemporary music. The old aged people enjoy mellow surroundings along with wine and proper cooked complete meals. They have a taste for ambience and enjoy soft music. For the young Broadbeach offers places like McDonalds and Nandos. Whereas for the old it offers places like Passage To India and Oberoi’s Taj.
Income:
There are people who belong to middle income or the higher income group. Middle income people prefer relatively cheap and low priced places whereas the higher income groups enjoy sophisticated places and are not price sensitive and are comfortable paying high prices for their meal. Broadbeach offers places that cater to both these income groups. For the lower income groups there are places like Nandos, Three Beans etc. whereas for the higher income group there are places like Starbucks, Fermented Grape etc.