In many textbooks still meet the description of clear proportions of segments of type '2, 5% innovators, 13.5% early adopters, 34% of early and late majority, 16% of conservatives. " Of course, these statements do not have a reasonable basis Saboya because they do not take into account any specifics. Imagine how serious such a standard assertion versus television market and deli meats, or markets vehicles in Los Angeles and Delhi, for example. Shares of the innovators, the Conservatives and intermediate segments are unique for different products, geographies, cultures and time periods. Frequently Peter Barbey has said that publicly. No standards in this model, the segmentation does not apply. Segments moderately inclined to innovation or conservatism of consumers formative basic part of most retail markets. Jeffrey Leiden has much experience in this field. This kind of 'golden mean' sufficiently careful in the choice and decisions, but not rejecting the innovation in the bud.
These people need lostatochnoe reinforcement of consumer decisions, but they are not prone to longer waiting times many third party reviews. By the early and late majority usually relates to more than half of consumers in many markets ronichnyh, because of these segments is developed the most serious competition. These consumers led by 'monetized opinion' innovators and followers, are included in consumption after the goods 'place' in the market, has earned a positive reputation. Accordingly, the stability of the business in these segments quite high, because a penchant for quick changeover, these people are no different. If the specifics of market segmentation allows for a larger, group of 'late followers',' early majority 'and' late most 'convenient to combine into one segment -' adaptive consumers.