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
 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