By: Weny Cheng, SE (Alumni of International Marketing) and Annetta Gunawan, SE, MM (Faculty Member of International Marketing)
Explorer segment consists of consumers who always want to try new technology concerning the factor of quality of mind-stimulating playfulness. With the existence of personal innovativeness, this segment always feels that new technology is very exciting and entices them to explore deeper. They control the way of how to use high-tech products due to the quite-high of perceived behavioral control. The consumer age of this segment is between 17 and 23 years old and their daily life is filled with technology which is shown through the frequency of using the internet daily of more than 5 hours.
Pacemaker segment is affected by perceived usefulness, product feature, and perceived ease of use in their behavioral intention. They will use technology if they deem that such technology is easy to understand, use, and brings a lot of useful things. Promotion is also an influencing factor to draw attention since consumers in this segment seek benefits from anything that they had adopted. This segment has its own attitude in terms of technology, which is not easily affected by the environment. If there isanother technological product offering more benefits to them, they will move on to such product. This segment is classified by the age of 24-30 years old and the frequency of using the internet in a day as much as 3-5 hours.
Partaker segment is a segment that does not want to take the first step in trying new things, but rather wait for the information on the opinions of others who have used it, in this case is the people of Pacemaker segment. Brand image is one of the things that is being cared the most by this segment. They will try to use a technology from companies that have credible brand image andreceived a lot of positive reviews from the people who have used it. However, because of the people in this segment live from the era in which technology has not yet wide-spread, they are not familiar with transactions through the internet, thus, the perceived risk factor is an obstacle to this segment to make online purchases. This segment is classified by the age of 24-36 years old and the frequency of internet usage per day usually from 1 to 5 hours.
Pursuer segment is a segment that is driven by a very high subjective norm where the consumers need encouragement from the environment as well as family to try and use new technology. This segment will participate in earnest when such technology has become common thing in the environment around them with standard prices among the competitors. The consumers in this segment are between 37 and 44 years old, where they are not too familiar with technology. Frequency of using the internet in a day is less than 1 hour.
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