Market segmentation is the division of the population into groups according to their characteristics; this Segmentation must be measurable for marketing purposes. In this discussion, I will apply market segmentation to Apple.
Demographic Segmentation:
According to Van De Vliert (2021), Apple's characteristics include people between the ages of 18 and 45; the company's audience tends to be more female than male, with 66% of Apple's customers being female compared to 34% of males and very few elderly and retirees. Apple is the most popular brand in the 2000s.
Geographical Segmentation:
It is the company's largest market in the Americas, as Apple's net sales for the fourth quarter of 2022 exceeded $3exceededion. The company also targets developing Asia, Africa, and some European countries that are less strong than rich countries (Nagamia, 2015).
Behavioral Segmentation:
Apple's customer base is very loyal to its devices and brand, whether for devices or services such as the Apple Store, whose sales exceeded $85 billion in 2021. However, most applications are free, and spending on applications is one dollar more than usual for Google Play (Tien, 2019).
Psychographic Segmentation:
Apple customers are loyal to its brand, and their buying behavior is regular; according to (Johnson, Li, Phan, Singer & Trinh, 2012), 85% of customers consider upgrading their phones to the latest version. According to the same study, Apple users spend more money than other phone users, which changed spending on Apple Watches, iPads, and the Music Store.
Conclusion
Based on the previous divisions, it is clear that Apple customers are affluent people who pay higher amounts than usual in the mobile phone market. Apple customers value its brand and cherish it for elegance, quality, and ease of use.
References
Almeida, M., Sousa, E., Rodrigues, C., Candeias, M. B., & Au-Yong-Oliveira, M. (2021). Samsung vs. Apple: How Different Communication Strategies Affect Consumers in Portugal. Administrative Sciences, 11(1), 19.
Johnson, K., Li, Y., Phan, H., Singer, J., & Trinh, H. (2012). The Innovative Success that is Apple, Inc.
Nagamia, N. K. A. (2015). Apple Inc-A Marketing Analysis Case Study. MacEwan University Student eJournal, 2(1).
Tien, N. H. (2019). International distribution policy comparative analysis between Samsung and Apple. International journal of marketing management and sales research, 2020(1), 2.
Van De Vliert, D. (2021). Apple iPhone: a market case study. MacEwan University Student eJournal, 5(1).