Target audience

As discussed in the competitor analysis, the general target market for Loose is adults and families in the southern suburbs area of Cape Town, looking for a one-stop shop for low impact living at a convenient price.

They range from 24 – 59 in age and are inner-directed in terms of their psychographic needs, falling into the Pioneer category of values-based segmentation (, n.d.), so identify with Loose for its holistic way of working that allows them to make sense of their place within the purchasing chain. They do grocery and other shopping 1 – 2 times a week (in person, not online).

With that in mind, it is key to identify the target audience within this group of shoppers.

Kelley, Sheehan and Jugenheimer (2015) define the target market in terms of the overall group a brand would like to reach, while defining the target audience as the exact people within that group that the brand should try to reach through the chosen media. The first step in defining the specific media audience is to determine the behaviour the brand would like to see change.

In this case, as Loose has not yet opened and doesn’t have a current customer base to build on, the goal will be to attract shoppers from other food and cosmetic stores, and other zero-waste stores, so the desired behaviour change is to switch brands. Thus, the people it will be important to reach through the media tools are those within the target market who are shopping at other similar stores already, and have a need for low-impact, ethically positive purchases met by shopping at Loose, or could see the value in this. Unpacking this target audience profile further shows the following info:

Figure 1: Target audience profile for the Loose store.


Moving forward, it is key to see that this is a niche audience who will change their behaviour if specific needs are met by the store, so Loose needs to be clear that it supplies more than just food, or eco-friendly goods. For example, research showed that consumers with medical conditions, such as Polycystic Ovary Syndrome and certain cancers, actively seek plastic-free produce, irrespective of price (Baker, 2011, and Schwartz, n.d.). It is also apparent that parents of young children are becoming increasingly aware of the health risks associated with plastic packaging and waste, and chemical-heavy products, and consequently seek more natural alternatives (, 2015). So, in its communications to this target audience, Loose needs to address the holistic living aspect that drives the zero-waste movement, and be aware that while consumers are keen to get rid of all unnecessary waste, plastic is the easiest (and most disliked) one to target first.