Apple - Target Market, Segmentation Essay

763 Words Sep 19th, 2013 4 Pages
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
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IPAD 2 features a faster processor, gyroscope, two cameras on the front and back and is one third thinner than the original IPAD. Unlike all its other competitors, Apple released IPAD 2 approximately only a year and two months after releasing its initial IPAD. This was an advantage as their competitors were now faced with catching up to the newly released technology.

Apple has related the IPAD 2 to correspond to the personality of the consumer by associating the availability of a wide range of applications allowing the user to listen to music, play games, read their emails, surf the internet, watch movies, video call other Apple IPAD users, read books, capture and view photos, view maps and the accessibility to download over 65,000 other applications.

Overall Apple has successfully completed their research and identified their target markets prior to releasing IPAD 2 and therefore having such a great result in sales, future and current brand loyalty, and growth rate in non-current users wanting to purchase their products.

There are many characteristics that influence consumer behaviors. The two main characteristics are known as Internal Characteristics, which are psychological and personal influences, and External Influences, which are Social, and Cultural influenced. In relation to the consumer behavior of IPAD 2
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