Psychographic Segmentation

Existing market is easier to be segmented than new market. That is easy to cut existing market to any slices because existing market has cluttered by competitors. Customer’s needs, wants, and demands have emerged and satisfied. If your product include to the slices, you can segments well because surely you have measured the market’s SWOT. If you are going to enter the slices, it will be harder.

Market is sliced by demographic, geographic, psychographic, and behavioral. Old market paradigm focuses on demographic segmentation. Demographic segmentation includes age, gender, life-cycle stage, occupation, and income. Modern market paradigm lays psychographic as the segmentation focus. Psychographic segmentation includes social class and lifestyle. Company can address both social class and lifestyle, or partially of them. Fun and fashion products usually address lifestyle segmentation. Lifestyle can be broken down into struggler, mainstreamer, succeeder, reformer, or early adopter. Early adopter is a trial market type. Early adopter try to be number one to use a new product offering.