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Harbour hotel can segment their customers by the disposal income and education. Lower disposal income and less educated customers have high preference to stay in budget hotels.
Psychographic segmentation strategy whereby the intended audience for a given product is divided according to social class, lifestyle, or personality characteristics. Harbour hotel can target customers to lower-middle social class in China and South East Asia region. Not only concern the social classes but also combines with their lifestyle; focusing people who are sensitive in price and always concern the best value of what they pay for is essential...
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