Nap Spa

Yaima Martinez

Nap Spa Project.

Needs: What needs will your segment be fulfilling by patronizing your establishment? What type of experience are they looking for?

Our product will satisfy the need to rest and relax. Our customers are looking for a place where they could find tranquility and peace. Many have tried different prescription medications without obtaining the desired results. Medications, usually don’t work because this individuals often suffer from Psycho physiological Insomnia which is conversion of anxiety into a physical condition making drugs worthless to treat their problem.

Involvement Level: Are your consumers likely to be highly involved in the decision to frequent a business such as yours, or this more of a low involvement decision? What sort of decision process are they likely to use?

The nap spa consumers are highly involved in deciding whether they want to attend or return to our establishment. We offer a service that can be substituted by attending a physician, a sleep lab or simply by staying at home and ignoring the problem.

(pg 137-139) Our customers will be involved in a limited problem solving decision making process. They will do some research and evaluation before making the decision to visit the nap spa but it will not be an overwhelming investigation.

Psychographics: What psychological or personality variables might you be able to identify in your target segment?

(pg 150-151) Our target segments are woman who are mothers or had been mothers. They all share the desire to protect their sons or daughters. They all desire a quiet place to rest away from the noise.

Behavioral Factors: What behaviors can you identify that are common among members of your target sector? Do they frequent the same type if places, listen the same radio stations, work in the same type of jobs, etc?

They all visit a Gynecologist office at least once a year. Since our populations of interest are woman who are mothers regardless of the age of their children we can break them down into 3 groups.

1. Mothers of children age 0-4 years that work: These woman all visit pediatricians, daycares, shop, playgrounds, zoo, and in children oriented stores like Toys are Us, Gymboree etc… They can be found on the mall on weekends during at late noon usually during the hours of 5:00 pm and until 8:00pm.

2. Mothers of children age 5-18 that work: Having school age kids makes this woman come together for PTA meetings; Boys/Girls scout clubs, libraries and video game stores like Game Stop.

3. Retired Mothers and house wives: Doctors office and for the most part at home watching soap operas.

Demographics: Age, Income, Occupation, Ethnicity, Location of residence, etc.

Our target population is women since they are more prone to suffer sleep related disorders. Our research indicates that women suffer insomnia often after childbirth because they develop a high sensitivity to their children noises and wake-up several times throughout the night. Even after their offspring’s are fully grown these mothers continue to be sensitive sleepers and for the most part never return to a normal sleep pattern. This disorder tends to aggravate after age 65 as a result of anxiety, depression, urinary incontinency and medications for pain/ arthritis which cause insomnia as a side effect. Overall Spa- visitors are middle class and retired woman. Their income is usually more than $40,000.00 per year. Some