Chapter 8 - Segmenting and Targeting Markets

Psychographic Segmentation is a method used by Apple to market their products. Apple products for some cunsumers is a lifestyle, if an electronic is made by Apple they have to purchase it. These customers won't buy an iMac and then buy a Zune mp3 player, they would get an iPod.

 Apple consumers also say that Apple products fits their personality; Apple products makes them feel technologically advanced, for "tweens" generation Apple products makes them feel cool, and for generation Y usually college students apple products such as Mac computers, makes these consumers feel smart.

A motive for Apple consumer is security. Apple is known for not getting viruses or spyware, also speed is another motive; Apple consumers say their Mac computers never freeze, unlike PC's.


Apple Products can be marketed to any section of the family cycle. Ipods can be targeted to all of the family cycle, specially tweens generation, Iphones are targeted to all the cycle, Macs are usually targeted, to generation X, Y, and Baby boomers, because of College use, and company use.