Apples Approach to Customer Segmentation Question Answer 2022

Running head: APPLE’S APPROACH TO CUSTOMER SEGMENTATION1
APPLE’S APPROACH TO CUSTOMER SEGMENTATION
Name of the Student
Name of the University
Author note

APPLE’S APPROACH TO CUSTOMER SEGMENTATION2
Answer 1
Part A
For the Apple Company a product line is chosen, that is the iPhones.
Bases for Segmentation Sub-Bases Explanation/Description
Geographic Region of the country or
world, climate, population
density?
The main country in which
the company operates is
USA, and other urban
regions of the world.
Demographic Age Segmentation: Age
group/ generation?
20-55
Gender Segmentation:
Traditional or Modern?
Gender Neutral
Income Segmentation: Low,
middle or high income?
High income earners
Ethnic Segmentation:
Multicultural or targeted?
Targeted
Family Life-Cycle
Segmentation: Young,
middle-aged or older?
Single, divorced or married?
Children or no children?
Mainly for young and middle
age people.
Psychographic Personality Segmentation:
Traits, attitudes and habits?
People who are ambitious
and determined.
Motives Segmentation: Motivated by rational.

APPLE’S APPROACH TO CUSTOMER SEGMENTATION3
Emotional or rational?
Lifestyle Segmentation:
Socioeconomic
characteristics, beliefs, how
they spend their time?
They spend their time mainly
working and doing leisurely
activities.
Benefit Segmentation What benefits do they seek
to gain from the product?
To provide comfort in use
and cater to their specific
needs. Sense of achievement.
Speed of service, features
and
Usage-Rate Segmentation Former, potential, first time,
light or irregular, medium or
heavy user?
Hard core loyal people to the
brand and the people
switching over from a
different brand.
Bases for Segmentation
 The demographics of the consumers on the basis of age, gender, their income
level and their family cycle (Al-Refaie, & Bata, 2016).
 The company also divides the market into psychographic, geography and how
they want; they want the consumers to perceive the brand and what usage they
provide to the consumers (Weinstein, & Winston, 2016).
 The company also segments the consumers based on the usage and the need
that the product fulfils.