IntroductionThis report will provide a target market analysis of Hanndia Pest Control Service Pty Ltd. Hanndia Pest Control Services, specializes in working with estate agencies to manage white ant infestation of rental properties, applying an ecological anti-fumigation barrier. The head office is located in the Brisbane City Council suburb of Calamvale, south-east Queensland, and has a total of 20 staff. This includes the manager, field officials and administrative support. The purpose of this report is to identify the market objective for Hanndia Pest Control Services. To achieve this objective, the report is structured to analyze market segmentation variables first and buyer behavior second. The conclusion will bring together these findings by distinguishing the target market of Hanndia Pest Control. Segmentation Segmentation is the process of determining the breakdown of the target market into smaller specific variables that facilitate its evaluation. Gabbott M (2004, p 159) describes consumer-related segmentation variables as geodemographic, psychographic and behavioral. Geodemography. This segmentation variable combines elements of consumer demographics and geography. These are the measurable characteristics of the consumer's age, gender, cultural diversity, occupation, income level, family life cycle, and physical geographic location. (Gabbott, M., 2004, p. 159-160). Age and population The Hannah Pest Control Service is located in the Queensland capital, Brisbane. According to the Australian Bureau of Statistics (2006), “3218.0 Regional Population Growth”, the local population of Brisbane City Council, as of June 2005, was 971,757 people with an average age of 34.9 years. The interstate migration of 75,000 people is attributed to QLD's highest growth in population in 2004-2005 (ABS, 2006). Brisbane's population showed an increase of 2.3% from November 2005 to October 2006. Therefore this increase in population is of benefit to Hanndia Pest Control Services, as with the arrival of the population many more properties will be built and let for meet the growing demand for accommodation and the need for continuous protection from white ant infestation. The Residential Tenancy Authority (RTA), (http://www.rta.qld.gov.au, 2006), recorded the number of residential bonds held, as at 30 September 2006, as 114,035 dwellings, of which 49,740 were dwellings. Rental bonds were deposited both by private owners and by a real estate agency that managed these homes. Therefore Hanndia Pest Control Services will approach real estate agencies that act as managing agents for these homes. Employment, Education and Income Hanndia Pest Control Services will target real estate agents who support the owner of an upper market investment home, will be professional agent management for the homes of owners who are in a professional or technical occupation, have a between the ages of 30 and 50, fall within a combined income range of $75 to $150,000 per year.