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9 Examples of a Niche Market

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A niche market is a relatively small target market that have unique needs, perceptions or preferences. It is common for small firms to serve niche markets in order to avoid directly competing with larger and/or stronger firms. It is also common for large firms to diversify product lines into smaller and smaller niches with time. The following are common types of market niche.

Customer Needs

The things that a customer needs to accomplish with a product or service. For example, a customer who needs ice skates specifically designed for freestyle moves.
Comfort
Configurability
Convenience
Fair Terms
Features
Functions
Information
Look & Feel
Performance
Repairability
Requirements
Use Cases

Customer Experience

The end-to-end experience of interacting with your brand, products and services. For example, a customer purchasing a crystal glassware product who finds it difficult to determine if it contains lead. This represents an opportunity for a niche competitor that bases their entire brand around being lead-free.
Brand Image
Customer Service
Inquiries
Peak Experiences
Problems
Product Information
Returns
Shopping Experience
Unboxing
Usability

Price

Targeting customers by their price sensitivity in a product category. For example, a parent who needs an entry level pair of ski goggles for a child. The parent isn't overly price sensitive but wants a quality item at a value price without any concern for brand image.
Affordable Luxury
Discount
Luxury
Mid-Priced
Premium
Value For Quality

Quality

Offering the market a unique level of quality. For example, packaging a product in a wooden box that is usually packaged in plastic.
Build Quality
Defects
Durability
Fit for Purpose
Hand-made
Ingredient Quality
Materials
Packaging Quality
Reliability
Reusability

Demographics

Products that serve a particular demographic such as a smart phone app for seniors.
Age
Culture
Disabilities
Education Level
Ethnicity
Family
Gender
Generation
Income
Life Stage
Profession
Urban / Rural

Psychographics

A target market based on the way customers think. For example, a bicycle helmet for customers who prioritize health & safety that greatly exceeds safety standards.
Conservation
Customer Motivation
Environmental Consciousness
Health & Safety
Influences
Opinions
Risk Taking
Social Consciousness
Social Status
Traditional
Values
Worldview

Customer Behavior

Customer behavior such as their shopping habits, brand loyalty and hobbies. For example, a desk chair for heavy users such as employees who work from home such that they need durability, comfort and safety at a reasonably price.
Activities
Brand Loyalty
DIY
Early Adopter
Experts
Hobbies
Interests
Late Adopter
Lifestyle
Novices
Shopping Habits

Geographic

Niches based on locations such as the only hotel directly connected to an airport or only Japanese restaurant in a small town.
Captive Customers
Convenience
Gift Shops
Local Monopoly

Events & Occasions

Products and services that relate to a point in time such as a birthday or industry conference.
Awards & Recognition
Celebration
Concerts
Conferences
Cultural Events
Festivals
Holidays
Life Milestones
Rites of Passage
Sports Events
Overview: Niche Market
Type
Definition
A relatively small target market that have unique needs, perceptions or preferences.
Also Known As
Related Concepts

Niche Market

This is the complete list of articles we have written about niche market.
Brand Image
Brand Loyalty
Customer Behavior
Customer Experience
Customer Motivation
Customer Needs
Customer Preferences
Customer Service
Demographic
DIY
Durability
Early Adopter
Fit For Purpose
Industry Vertical
Lifestyle
Market Needs
Market Segmentation
Peak Experiences
Price Sensitivity
Product Category
Psychographics
Reusability
Social Status
Target Market
Unboxing
Usability
Use Cases
Vertical Market
Worldview
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Niche Products

The common types of niche products with examples.

Niche vs Segment

The difference between a marketing niche and segment.

Customer Needs

A list of common types of customer needs with examples.

Customer Needs Analysis

The definition of customer needs analysis with examples.

Customer Preferences

Common types of customer preferences.

Demographics

The definition of demographics with examples.

Vertical Market

The definition of vertical market with examples.

Market Types

The common types of market with examples of each.

Shops

An list of the unique types of retail shop.

Market Segmentation

A list of market segmentation examples by type.

Demographics

The definition of demographics with examples.

Firmographic

The definition of firmographic with examples.

Market Segment

The definition of market segment with examples.

Market Segmentation

A complete overview of market segmentation with examples and comparisons.

Psychographics

A list of common psychographics.

Marketing Mix

An overview of the elements of the marketing mix known as the 4Ps and 7Ps.

Industry Vertical

The definition of industry vertical with examples.
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