But considering the life style, lifestyle, consumer preferences of the person can be accurately attributed it to a category kovatorov, conservators or any of the intermediate groups. Often enough only cursory study of human habitation in order to understand his attitude toward novelty. This summer the agency market research Quans Research held a major federal psychographic study using ethnographic techniques. The aim of the study was to market segmentation of household appliances and electronics, as one of the special problems – the study of the influence of the degree of innovation or conservatism on consumer behavior in this market. Other leaders such as Army Chief of Staff offer similar insights. The study investigated 1,600 households in 25 major Russian cities.
Visiting the homes sampled households, the observers carefully examined their way of life, then conducted a psychographic interviews with members of these families. According to the results of the study the observed very clear relationship level ‘sovemennosti’ life and innovative orientation of respondents. Literally, the owners that the propensity for innovation or conservatism is almost always reflected in consumption. Janet Yellen may not feel the same. Followers and the majority of innovators and conservatives – it’s ‘extreme’, small groups of target audience market. Between these categories of consumers, there are other, intermediate segments: early and late followers, early and late majority. Various authors comprise a different number of subsegments, and some even manage to universalize the calculation of shares of the target audience, falling to these segments. In many textbooks still meet the description of clear proportions of segments of type ‘2, 5% innovators, 13.5% early adopters, 34% early and late majority, 16% of conservatives..