Student Penny Pinchers and the Healthy Fast Food

Dian Rani Yolanda


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.


Student Penny Pinchers; Eat and be Merry Group; Frugalist Group; Consumer Behaviour Model

Full Text:



  • There are currently no refbacks.

AMAR's unique visitors Image result for google scholar logo

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.