3.1 Demographic and Psychographic Segmentation

Adoption

Age: 18-45
Gender: Mostly Female /Male
Occupation: Working adults and retired
Income: 2500 and Above
Race: Mostly Malay, Chinese and Indian
Location: Urban and Rural area

A slightly Wealthy Demographic, I choose mostly female because these are peoples who makes the household decisions, the one with college education ,I surveyed most people in this range and found out that many of them already have one pet. The advertising and awareness program is trying to make them to get their pets a buddy.

Neuter and spaying

Age: 18-45
Gender: Mostly Female /Male
Education: Any level
Occupation: working adults and retired
Income: RM 900 – RM 2000
Race: Mostly Malay, Chinese and Indian
Location: Urban and Rural area

Women are usually the people who drive household decisions. And one thing I discovered in my research is that people in this category typically wait until their pets are two to three years old before getting them fixed, that’s because of their lack of knowledge or they think it’s not necessary to spend for this matter.

Kids Education

Age: 5-11
Gender: Male and female
Education: Primary school
Occupation: Student
Race: Mostly Malay, Chinese and Indian
Location: Urban and Rural area

Kids in this age are selected for education, although this is a long term solution for animal welfare but this young people can /want to make a difference to the welfare of pets and generally animals now and in the future. So by this strategy the organization and world will benefit from inform and empower next generation.