Apple conducts all sorts of research to determine and identify their specific target markets to assist them in their marketing strategies to promote their wide range of products. To help them in this process, they need to analyse and break down the different markets into segmentation categories. The four main bases, which segment a consumer market, are known as Geographic, Demographic, Psychographic and Behavioural segmentation.
Geographic Segmentation is based on variables such as region, city size, density and climate. Demographic Segmentation is based on variables such as age, sex, family size, family life cycle, income, occupation, education, religion and nationality. Psychographic Segmentation is based on variables such as socioeconomic status, values, attitudes and lifestyle groupings; and personality. Behavioural Segmentation is based on variables such as occasions, benefits sought, user status, usage rate, loyalty status, readiness stage and attitude towards product. It is vital
In the case of the IPAD 2, Apple primarily used Psychographic Segmentation to identify its target market. Apple takes in to consideration the socioeconomic status, lifestyle and personality variables of its consumers. As apple has already built itself a respectable reputation from its previous release IPAD, this is an advantage as, there is already a sense of anticipation for the IPAD 2 release and the new improvements and features that it will have in comparison to the original IPAD.
Analysing and interpreting consumer’s socioeconomic status characteristics is fundamental when it comes to identifying Apple’s target marketing strategies. They accordingly priced and promoted the IPAD 2 based on Income, Education level and Occupations of their consumers. Apple offers their consumers a variety of different models of IPAD 2 with all different prices to suit their lifestyle and needs starting from $579AU to $949AU. They also offer students ‘Apple Education Pricing’ which is...
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