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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
is
anchored
toward
the
strongly
positive
spectrum
of
the
technology
beliefs
continuum
(Parasuraman
2000,
p.13).
Furthermore
the
segment
displays
a
strong
indication
of
optimism
and
innovativeness
toward
technology
and
low
levels
of
discomfort
and
insecurity
toward
adapting
to
new
technology
(Parasuraman
2000,
p.13).
3.2
Lifestyle
Segmentation
To
further
segment
the
market,
lifestyle
dimensions
have
been
integrated
to
support
and
enhance
demographic
segmentation
as
demographics
do
not
offer
insight
into
the
“why”
elements
that
drive
consumer
behaviour
(Della
Bitta,
Lawson,
Loudon,
Rainbird,
&
Tidwell
1996,
p.
46).
A
combination
of
work
demands,
social
commitments,
household
responsibilities
and
personal
hygiene
requirements
render
the
target
market
time
poor.
There
is
a
strong
desire
to
follow
current
trends
in
order
to
gain
social
acceptance,
elevate
confidence
and
satisfy
ideal
self
image,
all
of
which
result
in
their
leisure
time
being
consumed
with
activities
designed
to
meet
these
specified
needs.
In
particular,
the
target
market
engages
in
fitness
and
health
regimes
to
enhance
quality
of
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
is
anchored
toward
the
strongly
positive
spectrum
of
the
technology
beliefs
continuum
(Parasuraman
2000,
p.13).
Furthermore
the
segment
displays
a
strong
indication
of
optimism
and
innovativeness
toward
technology
and
low
levels
of
discomfort
and
insecurity
toward
adapting
to
new
technology
(Parasuraman
2000,
p.13).
3.2
Lifestyle
Segmentation
To
further
segment
the
market,
lifestyle
dimensions
have
been
integrated
to
support
and
enhance
demographic
segmentation
as
demographics
do
not
offer
insight
into
the
“why”
elements
that
drive
consumer
behaviour
(Della
Bitta,
Lawson,
Loudon,
Rainbird,
&
Tidwell
1996,
p.
46).
A
combination
of
work
demands,
social
commitments,
household
responsibilities
and
personal
hygiene
requirements
render
the
target
market
time
poor.
There
is
a
strong
desire
to
follow
current
trends
in
order
to
gain
social
acceptance,
elevate
confidence
and
satisfy
ideal
self
image,
all
of
which
result
in
their
leisure
time
being
consumed
with
activities
designed
to
meet
these
specified
needs.
In
particular,
the
target
market
engages
in
fitness
and
health
regimes
to
enhance
quality
of
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