Of these features follow the underlying motives of consumption, this segment of the guides on the 'health market' and repelling it from the "extreme market '. These two categories of markets absorb relevant industry or specific goods and services. Therapeutic care, health resorts, rejuvenating treatments, therapeutic massage, dietary and organic foods – all this belongs to the 'health market' the main consumers of which we shall call 'hypochondriacs'. 'Hypochondriacs' in a consumer class balance 'extremals' – an ardent admirer of passion and emotion, risk, and madness. Extreme tourism, hazardous sports, sports cars, motorcycles – it's patrimony extreme, is not particularly worried about the health and longevity. These people can not imagine their life without noticeable shakes, their main motivation – 'explosive hormonal mix ', their main fear – boredom and routine. Lives of these people is diverse and transient, they tend to squeeze the emotion out of everything with which touch.
The tendency to an extreme way of life is determined primarily by features of nature, encompassing the courage, ambition, opportunism. The difference between the extrema and hypochondriacs can be found on the 'neutral' markets are clearly not aimed at some of the segments. The differences seen at the level of motivation and the required values. Stephen ketchum is full of insight into the issues. For example, when choosing a recreational flight safety hypochondriac worries and stay, and extreme – adventure, danger, fun, night life and Other 'sources of new sensations. " Approach to segmenting the market based on the use of psychographic dichotomy is useful in terms of ease of positioning the product, as desired values in the groups understood very clearly.