Niche market

As a market niche (even niche market) a section of the market as a whole is referred to ( sub-market, market segment ), the need profile of current competitors, not yet (market gap or manifest niche based niche präkompetetive niche preinteractive niche, virtual niche ) or insufficient ( coverage gap or latent niche, actual / actual niche, niche postkompetetive, post- interactive niche, niche Realized ) is satisfied.

A niche market may be caused by an abrupt change in demand or changes in the supply structure. A niche market may evolve into a niche market further or remain undeveloped.

Origin

The niche concept in economics has its roots in biology. Darwin introduced in 1859 the concept of the ecological niche as part of its biological evolution concept in science one. In the economics of niche concept succeeded in particular by building on Joseph Schumpeter Evolutionary Economics (also: evolutionary economics ) as well as the market- psychological approach of Bernt Spiegel.

Importance

Identifying a niche market and insisting upon the track to close this can be for business success is of crucial importance, since pioneer gains or near-monopoly can be created. Market niches and thus the processed from the perspective of the supply side companies ( niche competitor, a niche provider ) is said to have a high rate of return. Unlike generalist niche competitors realize their competitive advantages through specialization, individualization and concentration.

Niche products are formed as products - far away from the mainstream - fill market niches. Typical examples are: dead stock, articles of only individual or regional interest, collection and supplies that do not meet the current zeitgeist, technically outdated products, including refurbished product.

Numerous web shops of different size and popularity are concerned with the marketing of niche products and enrich the market offering so many ways.

Niche market psychology

The psychological market model of Bernt Spiegel describes and explains the structure of the opinion distribution with respect to a review article ( eg, a product) in a social field.

Prevent niches that

" ... Clench at one point of the biotope individuals and eventually suffer shortages, while other sites are only very inadequately exploited. "

For example, if a view object to be positioned, then you want to do this in the space of experience, so in the personal world of a consumer are (consumers).

The basic assumption is that an image is not composed of subjective and objective reality, but from objective realities, which are contained in a subjective mental image. That is crucial for an image are not only the objective conditions, but also the psychological " trappings ," the social characteristics. The image is thus the consumer's perception of a product and is responsible for the placement of an opinion article ( product) in the social field.

The positioning of the opinion article in the social field

Categories of persons:

• Uninformed: people who do not know the opinion of item (eg, the product )
• Informed: people who know the opinion article → these are further subdivided into trailer
• Draw
• Rejectors

This model allows the location of an opinion article by the place of his spontaneous trailers and rejectors determine. The positioning of all market participants is in turn dependent on the dimensions of the field, which are determined by polar feature pairs. Such pairs of poles ( opposites ) include high and low social status, and Formbeachter Farbbeachter, young and old, contract- happy and fear of contact, sentimental or unsentimental. This presentation is intended to illustrate, then, that one is forced to think about first feature pairs, which are responsible for filing the opinion article on the market. So the market strategists have the task to create the product a good image or to improve this.

The number of followers of a particular opinion of the object can also be increased by mirror by various measures:

• Information of the uninformed: the opinion subject is positioned close enough to them, then they will normally be followers. But it can also happen that they switch to the Ablehnern
• Shift of opinion article: shift toward the undecided or Ablehnern; However, there is a risk that you lose followers
• Displacement of persons: influence of expectations and desires in the direction of what ( subjective) opinion is offered by subject
• Increase the share prompt value: for example, through community advertising; this can also benefit all other opinion articles contained in the social field, representing the competition
• Increase of the additional prompt value: (optional prompt value of a brand: the practice of requirements additional to that prompt value ) → In order to increase the added prompt value, the position must be strengthened, for example through targeted advertising or a deliberate mention of the brand
• Shift of the competition: for example, by shake the credibility of competitors; move to areas with less dense population and reduction of the additional prompt value of competing opinion articles

Distinction between market niches

Can differentiate one market niche because of the behavior of potential buyers.

• Manifest niche market: a consumer who is sufficiently informed, sees none of the existing products suitable to meet their own needs. The Aufforderungsgradient of the products is too shallow for the consumer, so that it dispenses entirely with the product. gap in the market
• Based niche
• Präkompetetive niche
• Preinteractive niche
• Virtual niche

• Latent market niche: there is a discrepancy between the ideals of the consumer about a product and the real product. The discrepancy means that the buyer is in fallback to the alternative product that comes closest to his ideals. supply gap
• Actual / actual niche
• Postkompetetive niche
• Post- interactive niche
• Realized niche

Multidimensional representation

The prompt character, so the properties of a target to trigger an action in the market, advertising and media research is the ability of a product, advertising media, advertising medium, designs etc. to inspire a buyer for a product to encourage them to purchase or product binding build. The prompt character is dependent on the Aufforderungsgradienten.

The Aufforderungsgradient, mathematically, the tangent of the angle α (), represents the ratio between prompt height H and distance D of the consumer ( K) from Meinungsgradienten ( product P ) represents the prompt height H is in turn from the need of the person ( B) and the additional prompt value of the object ( W) together. The Aufforderungsgradient is so large when the distance between the consumer and the product P e is small and / or the solicitation of height (H ) of the product is high.

After mirror must therefore α be as large as possible, so that the product comes close to the consumer and is attractive to him.