Consumers Profile for Apple

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