Market Segmentation of Hairsalon
3.0
Target Market Segmentation
To identify and deconstruct the market of the Hair Salon, particular importance was placed on psychographic characteristics of personality, lifestyle and motives (Elliot, Ferrell, Paladino, Pride, Rundle-‐ Thiele, & Waller 2006, p. 120). A behavioural analysis was also conducted. Brief consideration was also given to demographic segmentation. It was determined that the key demographic characteristics of gender and age were females between the ages of 25 to 45. 3.1 Personality Segmentation Several distinctive personality traits are applicable to the Hair Salon ’s target market. The target market is classified as, independent, sophisticated, ambitious and adaptive. Characteristics such as determination, confidence, organisation, intelligence and diligence further define the target market. It is these attributes that guide their predisposition to engage in current technology trends, adjust to new situations promptly and acceptance flexibility, they can be classified members as the early majority of the diffusion process (Assael, Brennan, Pope, & Voges 2007, p. 421). The confidence displayed by the target market it transfers to confidence and readiness toward technology, it has been determined that the
Target Market Segmentation
To identify and deconstruct the market of the Hair Salon, particular importance was placed on psychographic characteristics of personality, lifestyle and motives (Elliot, Ferrell, Paladino, Pride, Rundle-‐ Thiele, & Waller 2006, p. 120). A behavioural analysis was also conducted. Brief consideration was also given to demographic segmentation. It was determined that the key demographic characteristics of gender and age were females between the ages of 25 to 45. 3.1 Personality Segmentation Several distinctive personality traits are applicable to the Hair Salon ’s target market. The target market is classified as, independent, sophisticated, ambitious and adaptive. Characteristics such as determination, confidence, organisation, intelligence and diligence further define the target market. It is these attributes that guide their predisposition to engage in current technology trends, adjust to new situations promptly and acceptance flexibility, they can be classified members as the early majority of the diffusion process (Assael, Brennan, Pope, & Voges 2007, p. 421). The confidence displayed by the target market it transfers to confidence and readiness toward technology, it has been determined that the