There are several considerable variables in the segmentation of Devondale’s market. The first category of buyers introduced by Devondale products is mothers, with their children being the core consumers, as children account for 24 per cent of the total consumption of dairy products (Kitchen & Pelsmacker, 2004). Mothers are the ones that regard dairy products, especially milk, to be a necessary need their children should have, as milk builds strong and healthy children. As the primary target market of Devondale, mothers are expected to come from families with children aged 6-15 years old, in which they are identified as middle-income earners.

Based on AIO (Attitudes, Interest, Opinions) psychographical model, these mothers are assumed to be self-confident, organized and highly active. They may be working and spend most of their day on their workplaces, but they do not neglect their responsibilities in providing nutritious supplies for their children. Their brand choice is motivated by the best quality and the greatest value the products offer for their children. Therefore, they are willing to spend time in highlighting differences on the features of a brand to another before making a purchase decision.

In terms of behaviour, they wanted to assure their children get significant amount of calcium intake – calcium promotes the development of bone density – as well as other vital nutrients, including protein and vitamins, through the consumption of Devondale’s dairy products. These products are used daily, for getting dairy serve requirement regularly is recommended for adults, adolescents and most importantly, children (Nutrition Australia, 2008). The level of deal proneness is low for this target market, as mothers take account of the health benefits and taste as the main indicator of purchase. If the price charged for the dairy products are justified with