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...
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