As a one of the top company that are successful in Malaysia, PADINI also do a segmentation in terms of psychographic, demographic and geographic. The definition of psychographic segmentation is involves dividing company market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers. This segmentation is advantageous because it allows the company to engage in product design and marketing to focused into different groups.
PADINI used Psychographic by dividing the industry of fashion and textiles and choose based on lifestyle modern, stylish and freedom. Attitudes and personality to Responsible, fashion conscious, wise, like to look good with style, gives importance to quality. Perception is simple and comfortable yet stylish clothes with good quality at reasonable price. Learning from family and friend, promotion and event and digital. Social class is to also use to create a perfect segmentation to their marketing plans.
Demographic segmentation is according to age, race, religion, gender, family size, ethnicity, income, and education. Demographics can be segmented into several markets to help an organization target its consumers more accurately. This segment focus on dividing a market use method based on different group variables likes gender, age, family size, income, education, religion, race occupation and nationality. PADINI use demographic and focus on the factor like age, gender, occupation and income as an important factor to do marketing target.
PADINI has 8 brands has covered age from baby to older community and of course gender with male and female. Income that PADINI target is between RM1000 to RM 5000 above. Also, finally occupation like people who work in office and people who have occupation that need to be wearing semi-formal attires but mostly they are suit majority occupation. This helps the organization to divide the market into several groups and target each of these groups to enhance the performance of the organization.
And lastly for market segmentation PADINI uses strategy whereby audience are given a product divide according to geographic unit. The units that are been divide is by city, county, state, region, (like the West Coast), country, or international region, (like Asia). Example of this segmentation can look at PADINI choose to focus on states like Kuala Lumpur, Penang and Johor. Within a countries PADINI divide a clothes collection by season like fall, summer and winter and different culture like Japan and US is also different.