Segmentation of Music Industry

Music industry Segmentaion When attempting to segment a particular consumer base or population by genius or motivation, one must consider what spirit traits the consumers posses. Of course in that location argon serveral ways to radical together personalities ex (fashionable, innovative, extroverted, etc). I have elect to use K aren Horneys theory of three personality groups for segmentation of the unison consumer market. Karen Horney states that people shtup be grouped into three personalities compliance, aggression and withdrawl.Since unison consumers plunder be an almost entire population, it would be a cheeseparing idea to segment this population into three broad groups. The first personality group, compliance, is can be defined as people who fire toward others. This group has a need for affection and approval and a need to be liked by others. The complaint personality consumer would tend to veer toward normal current music or pop music within a certain genre. This is the consumer who would be listening to Justin Timberlake and Lady GaGa when they are at their peak.They would be drawn toward the summer hits, toward the songs that are played at clubs and they trip the light fantastic toe to with their friends. In terms of music consumers, they might be seen as surrounded by the ages of 10-40, and this is a very big market withing the music consumer industry. The second personality group, aggression, are considered those who go ahaist toher. This group has a need for power and for agree over others. They have the need to be heard by others and tutelage of seeming stupid. This personality group would be the ones who view themselves as against the popular music, against very popular groups and singers.Maybe they would chose music with a bit more of an edge, harder rock, solicit and hip hop music. Finally, the third personality group is knows as thoughtless, and they move away from others. Consumers in this group have a need for liberty and in dependence and do not need to rely on anyone. These are the consumers of many independent bands and singers, who see themselves as going against the grain and against beau monde. erstwhile the consumer base has been segmented into personality groups, it is easier to target each of these groups. Many artists and bands can be advertised in such a way that they can appeal to each of these groups.On the retail level, where consumers are in direct suffer with the music industry, there are so many opportunities for consumption, ranging from digital/ somatogenic music and concert tickets to festival passes, ringtones, merchandise, clothing lines, band donations and nonprofit initiatives. For instance, when targeting the docile personality consumer, would be easier to advertise towards since they are very conscious and answering to others tastes. So, when promoting a new-made album of Adele toward this group, we would be very insistent with her new songs in all settings.Her songs would be played on all major(ip) radio stations, promoted in clubs and bars, and also promoted within social networking which has now perish an extrememly important word-of-mouth marketing technique. Now, while get aheading out to the detached personality consumer, we would use a different marketing approach. Since these consumers are the ones who are geared more toward indepndent music and anything that is specifically not main stream, there needs to be a careful marketing approach do so that they are unaware they are being advertised too. iodine idea could be promoting smaller, more intimate shows at local mark stores.Also, encouraging these fans to support their local record stores instead of retail handcuffs like Wal-Mart and Best Buy. Since music sales have shifted toward digital downloading mediums, they could reach this consuemer base throught there as well. Another possible tactic could be to create album covers that visual appeal to this consumer base, maybe a loan aritis t or a band in darker shades or seperated from society somehow, to appeal directiy to this personality base. Finally, the third peronality consumer group is that of aggression. A more considerate approach must be taken when advertising to this market segment.