Hi Doanld Zoo Coffee uses demographic factor (markets by age, gender, income, ethic background, and family life cycle) as well as geographic factor (markets by region of a country or the world, market size, market density or climate) In the aspect of demographic factor, Zoo Coffee’ main target market is men and women between the ages of 25-44, target this group by offering certain drinks and food that appeal to them. Zoo Coffee adopts a premium pricing strategy, so making the target consumer groups more clearly, only people in middle and high income classes have the purchasing power. Besides, people with good education maybe easier to accept and identify coffee culture. For these groups of people not merely demand good quality coffee but also in spiritual enjoyment. In the other aspect of geographical factor, Zoo Coffee is usually located in district shopping centre. People not only have a high demand for quality of life, but also a higher expectation of experience consumption. And as Singapore is a tropical climate of the country, most of customers come to Zoo Coffee may be animal lovers.