Consumers Profile for Apple

This article provides a detailed analysis of the customer profiles for Apple products. It includes information on their demographics, psychographics, loyalty status, emotions, and current industry trends.

Running head: CONSUMERS PROFILE FOR APPLE
CONSUMERS PROFILE FOR APPLE
Name of the Student:
Name of the University:
Authors Note:

1CONSUMERS PROFILE FOR APPLE
Customer 1:
Segmentation tool Details of customer profile
Mr. Caleb Lockhart
Geographic Glen Waverly situated in Australia is an urban
city.
Demographic and roles Caleb is an Australian and is works as a Senior
Accounting Manager in one of the leading
company of Australia. He is married and his
total income before tax amounts to 200,000
each year. He is highly affluent. He is 30 years
of age and has no children yet. He is highly
educated and holds a master degree in finance
and cost accounting. Caleb is a high income
customer. He is a professional or business
people and uses iphones for professional as
well as operational activities. He uses iphone
and even his last phone was also an iphone.
The potential customers are mostly blue collar
and high income class people (Ahmed 2016).
Psychographic roles He belongs to the upper class group of people
and lives a lavish lifestyle. He is an aspirer and
succeeded throughout his life. He is a potential

2CONSUMERS PROFILE FOR APPLE
and target customer of the product.
Motivational factor Apple is a premium brand and the product is
related with the high income earners
(Dimitriadis, Kyrezis and Chalaris 2018). The
speed of services of the iphones is very
efficient with highly advanced capabilities and
features.
Self-concept and personality He is ambitious and determined. He is
confident enough to reach the current goals he
has a strong work ethics ahs the brand choice
that is based on rewards. The brand choices
mostly rely on prestige and rewards. He is
highly attracted to the protective and caring
brands.
Loyalty status Caleb is a hard core loyal and has a sense of
belonging and achievement. He is a potential
user of the iphone. Apple provides all of its
potential customer’s direct experience for the
product’s brand values. Brand loyalty is vital
to the success of Apple.
emotions Apple branding strategy mostly focuses on the
emotions and the brand personality for Apple
is all about dreams, passion, imagination and

3CONSUMERS PROFILE FOR APPLE
aspiration. Through technology power is
provided to the people. Apple’s iphone and its
other products are all about simplicity. This
also helps in removing complexities from the
lives of the people (Funde, Pare and Mishra
2016). It is a people driven product with latest
design. Caleb has a heart-felt connection with
its customer. The product is loved there is also
a sense of commitment for the product by its
customers.
Current industry trends The successful Apple retail stores give it
customer’s direct experience about the brand
value of the products. Consumers can freely
visit the store and experience no-pressure and
stimulating environment. It enables the
organization to sustain a pricing that is highly
premium for their customers.
Customer Profile 2:
Segmentation tool Details of customer profile
Ms. Rose Williams
Geographic Sydney, urban
Demographic and roles Ms. Rose is a Marketing manager and is

4CONSUMERS PROFILE FOR APPLE
currently single and her household income is
over $75,000. She holds a graduate degree and
currently pursues her master’s degree in
business administration. She is around 25 years
of age and single. She is educated enough and
has great craze for apple products
Psychographic roles She is achiever and explorer and always like to
pursue her dream and enjoys a rich lifestyle,
she is one of the target customer of Apple. She
is socially active and addicted to the all the
technology driven products (Thakur and
Workman 2016).
Motivational factor Apple is a high premium product and with
premium features and enhanced quality. The
services offered by the product are strong
enough to attract and retain the target
customers (Sharma, Gupta and Sharma 2015).
Self-concept and personality She follows her dream and is determined to
reach her goals at a very early stage. Since a
young age, when she was a teenager, Rose is
drive by all the technology driven products.
Loyalty status She is hard core loyal for the apple product and
is potential user of its product and services.

5CONSUMERS PROFILE FOR APPLE
She is highly brand loyal and uses apple’s
varieties of products.
emotions Rose is socially active And is highly connected
with the high gadget products to a large extent.
Rose is explorer and lay mores emphasis on
challenges and exploring new frontiers. She
likes to try out the new brands. Her brand
choices are mostly highlights the adventure,
instant and indulgence effects.
Current industry trends Apple is still one of the most successful
software companies that maintain a healthy
balance sheet. In the recent times the price of
the iPad has risen considerably and has led to
earning performances and strong margins with
an increase in growth rate. The high price rate
has driven away various potential customers.
Apple products are mainly meant for the high
income earners. Though it is observed that due
to increase the sales Apple can lower down its
prices and gain maximum market share.
Customer profile 3:
Segmentation tool Details of customer profile

6CONSUMERS PROFILE FOR APPLE
Geographic
Ms Jade Petrakis, suburbs of Melbourne
Demographic and roles Jade Is a teenager of 18 years old and is a
student in high school. She does a part time job
to earn as a pocket money. She is hardworking
and currently working hard to get selected for
the best college in the nearby area.
Psychographic roles She belongs to the middle income group and is
influenced by her family and friends.
Motivational factor The products of Apple come in different colors
for all those people who fancy colors such as
teenagers like Jade. Moreover, the good brand
image of Apple also adds enhanced value to its
product and services (Grigsby 2016).
Self-concept and personality She is hard working and always looks for the
best gadgets and application that should be
used. She is socially active in social sites to
know about the current trends.
Loyalty status She is a switcher for the product and is
currently using the product for increasing her
status among her friends in the high school
emotions She is a fun-loving youth and is very

7CONSUMERS PROFILE FOR APPLE
compatible with all the aspiring youth. The
product Mac book is mainly needed for the
younger generation. She is aspirer that means
she is materialistic and gives more focus on the
appearance, persona and fashion. She is
generally young and for attraction towards the
packing of the products is more important than
the quality of the products.
Current industry trends In the current times, Apple has managed itself
to remain competitive. As it is the effort of the
organization to apply the user experience and
effort is being provide by the organization to
change it into an innovative process. This
enables the company to remain as leading
world’s largest information technology
organization through its total assets and
revenues. Apple clearly understands that the
people have various needs that cannot be
handled all at once using a specific method.
Customer Profile 4:
Segmentation tool Details of customer profile

8CONSUMERS PROFILE FOR APPLE
Mr. Alex Richards
Geographic Sydney, Australia
Demographic and roles Mr. Alex Richards is a married man of around
30 years of age and is a Doctor by profession.
He owns his own house and an average income
of around $1, 25,000 per year. He has no
children yet and enjoys a lavish lifestyle.
Psychographic roles He enjoys shopping and always tries to explore
new things. He is brand loyal and likes to make
new friends and become a major part of their
group. He is brand loyal but efficiently limits
his buying behavior. He puts a lot of efforts to
buy specific or particular products.
Motivational factor He is socially aware and likes to stay updated
about the latest technologies or digital gadgets
that are used by the people. He is actually
community minded and lays major emphasis
on innovation and learning.
Self-concept and personality He is confident with highly motivating
personality. He a must reader of all the relevant
information that is present in the newspaper
and magazines. Moreover, all such
information’s that is unavailable in the

9CONSUMERS PROFILE FOR APPLE
mainstream media.
Loyalty status He is a switcher in nature and would switch the
products for more enhanced and improved
version. He would willingly buy another
product, if the features of that product are more
specialized and unique than Apple. Thus, he is
not brand loyal for the product.
emotions Alex is a reformer and not is that emotionally
attached to the product. Alex is free to choose
his own products without any restrictions and
social awareness. He believes in personal
growth and independent judgment. He supports
growth for new products. He selects brands
mostly because of its intrinsic quality.
Current industry trends In the recent times, Apples has seen strong
level of its revenue growth in the recent years
from the rate of 7.2% over the years. Recently,
Apple has shipped around billions of Iphones
throughout the country. The Mac business has
also performed well enough and the revenue
growth has increased by 7%. The premium
products include Mac Book Pro. The first
wearable product of Apple has also appeared to

10CONSUMERS PROFILE FOR APPLE
be gaining sales by more than 50% over the
recent years.

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12CONSUMERS PROFILE FOR APPLE
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