Question

Kayak Travel Site:

Who is the target market and what are their characteristics (perception, cognition, motivation, personality, lifestyle, group, culture) for:

-USA

-Asian culture

Answer 1

Kayak is presently one of the top travel sites across the world, which is also presently offering complete holiday solutions. The site is mostly aimed at the younger generation and the tech savvy and promises everything at a click. It's Excel spreadsheet format look recently created waves among the young working class, always short of time and with constant deadlines to meet, as it improved upon it's already top class format. This has always been one of the major advantages of Kayak that it offers much more ease of operation and various functionality tools that make it quick and convenient to use. Kayak follows basically three different environmental factors for advertisement that is economics technology and culture. Considering that check design entirely internet based service the target market for the USA is executive working class not only travel often but also take frequent holidays such as on long weekends as it has become fashionable to go on a holiday to destress from work pressures. The perception of working class is to be able to decide on a travel plan and make all arrangements in the easiest way and shortest possible time. Considering that this is the younger generation and the working class the cognitive skills of course will be relatively high but the question is how much of these skills concerned person will want to utilise for a task such as booking tickets and other arrangements for a holiday. Hans service provider has to I'm sure it is giving accurate knowledge and understanding and making the overall experience of the user simplified, pleasant and easy. This would provide the user to utilise all cognitive ability to decide that service provider is the best option and at the same time ensure that best value is provided and the customer satisfied. To provide motivation for the target market that is present for cat in the USA the company has to ensure that whatever it offers is very competitive and attractive at the same time. The discerning younger generation are very well informed and also very choosy, at the same time, and understand the power of the consumer and also what they deserve. The largest motivating factor for them to select a product is the overall value of the service or product edge over the competition and also the satisfaction of using the best. It is very important for an internet based service to ensure that its website is not only extremely user friendly but also the best, easiest and fastest way possible to complete the task while at the same time providing a quick and summarised view of the required information.

The personality of the target market is of the sanguine type who are enthusiastic social and very active. This is also the group of the highly Independent and goal oriented decision makers. By targeting these groups company mostly providing travel and holiday services has an advantage of the social personality types who tend to travel a lot, and especially in groups and also the decision makers who generally make all decisions for a family, including those for a holiday, and also are responsible for organising most of the travel plans. The lifestyles of working class in the USA are generally combination of work hard and play hard. Mostly the people take the holidays and leisure as seriously as their work. As the culture is well developed and broad minded the lifestyle is more a Metropolitan type. Also as the disposable incomes are high the lifestyles are consumption based and they use a large part of the disposable income on travel and holidays. The culture of the target audience is mostly western but can be also tempered by various other cultures such as African, Polynesian, Latin American and Asian resulting in an interesting mixed culture with a very unique personality of its own. In a similar manner the groups present a varied and the target audience here would mostly be the white and European Americans the Hispanic and Latino Americans and Asian Americans who constitute a large part of the executive working class.

Within the Asian culture the target market is not the same and Kayak has realised this very early on and has epolicy for advertisement insisting that it be unique and specific for each Global region. It has an excellent system in place for target market analysis based on number of visitors on its website, on the basis of which it labels them as addicts, regular visitors or passers-by. The target market is mostly of the higher middle class who use air travel in Asia, the educated working class of the younger generation who are not only Technology Savvy but are more socializing and go on regular holidays. In the Asian culture the perception for a service such as travel and holiday bookings provider is relatively high as the particular target audience are highly communicate and within Asia and inbuilt strong socializing network exists along which information flows informally. The perception is very high and the general public is very quick to latch onto any innovative idea be it service or product based. As cognition of the target group is excellent due to the constant effort to improve themselves, to become more competitive, leading to an increased awareness of everything around them. This makes online advertisement and targeting much more easier for an internet based company. Correct tense to satisfy the perceptive and cognitive skills of the target audience bye offering inbuilt ability to search multiple sites and overall ease of function and operation. Due to the young target audience advertisement is humorous, clever, witty and memorable while achieving its required result. With the advent of the internet and direct to Home satellite television as also all other media has resulted in motivation of the Asians to adopt the culture of the west. This is the reason that leisure holidays have taken hold even in Asia where is a William the holidays are mostly always visits to relatives. The personality here is also the sociable with and extroverted and decisive personality gradually taking hold over the middle class and Middle Age groups. This personality types in Asian culture have well defined personal goals which includes saving and budgeting for holidays, which have become a necessity rather than a luxury. The lifestyle of this particular working class is not very much different from the waste but in many cases the decision making role may still be with the males.

The lifestyle shows very wide variation based on the social status but here the target audience wood generally be once with the semi affluent lifestyle and also very extroverted and social. The lifestyle here however still more conservative and every person does not have the independent capacity to decide on travel and holidays. The cultural prepositions also holds way especially where the joint family system is in place. Under such conditions the conservative plants for holidays of visiting relatives is still very much the norm. However the younger part of the target audience broken free from the constraints of this rule and splurging on lavish holidays in dream destinations and locations. Here also the groups available maybe very varied as first and foremost within Asia there so many nations and within each Nation so many different ethnicities and cultural groups. This becomes especially true in the case of a country like India.

The advertisements, the media strategy, the very concept of its internet service all clearly targets the executive class, the young businessman and the tech savvy generation. They are clearly knows its target audience and as aimed all its advertisement and marketing strategy directly towards this audience. It does seem to be succeeding.