Student Penny Pinchers and the Healthy Fast Food

Abstract

A new consumer group, The Student Penny Pinchers, is identified based on the characteristics of the Eat Drink and Be Merry and Frugalist groups. This is the target market of UQ (University of Queensland) Sandwich Bar, a vendor of the new fast food trend ‘Healthy Fast Food’. The consumer behaviour model is used to evaluate the characteristics of the Student Penny Pinchers, specifically their motivation, lifestyle characteristics, reference group influences and decision process. The outcomes of this analysis have implications for UQ Sandwich Bar’s marketing strategy, namely to address The Student Penny Pinchers concerns with price, health and convenience.