Different companies segment and brand their products in different ways. There are many factors, which have an effect on how the businesses segment their products. The main factors are given bellow:
- Income (E.g. Pensioners are not tend to spend all their pension ob buying new technological goods. Therefore, Apple and many other companies don’t concentrate their products on this particular group of people, as they are less likely to buy their products.)
- Social class (E.g. unemployed workers or people with very low incomes, like cleaners might not be targeted by Apple, as their products are relatively expensive).
- Gender (E.g. Some of Apple products are pink colours and have ‘girly’ design)
- Geographical region (E.g. for example Apple and many other companies have different models of their products designed specially for the Asian markets.)
- Amount if use (e.g. some people only use a mobile phone to call and don’t need any other functions, but the price is very important for them. For these customers mobile phone makers are tending to make budget phones without camera, colour display and all ‘extra’ functions, so this helps to decrease the price and offer what a certain group of customers wants. For example, those people who don’t want to pay extra money for having a video function or colour display in their iPod can choose to buy iPod Shuttle, which is a budget model and doesn’t have all these functions.)
