Marketing Plan

Running head: Consumer profile-Apple products 1

Consumer profile-Apple product 2

Consumer Profile-Apple Products

Liberty University

Chandler Rosas

June 11, 2021

Introduction

Consumer profiles play a significant role in the designing stage of a marketing plan. This refers to the factual descriptions of a group of customers with similar characteristics such as location behavior, purchasing behavior or even demographics. This applies to distinct brands which are associated with the production of certain distinct products. One of the companies associated with unique and high quality products is Apple. In illustrating consumer profile and how it operates in analyzing the target market of a product, the paper gives a detailed discussion of Apple’s AirPods and an analysis of its respective customer profile through assessing the customer behavior as applied in the case (Chen, 2019).

Product description

Apple’s AirPods are wireless earbuds that were designed and developed by Apple, Inc. The product was initially released into the market in 2016 with unique characteristics such as long talk time and the H1 chip. The second generation was released in the early 2019. This was advancement to the first generation in that the company aimed at enhancing the efficiency of the product by addressing all the adjustments realized as a result of the market feedback obtained from the first release. Apple’s Airpods have distinct technical specifications which make them superior in the market. One of the specifications is compatibility where the Airpods are compatible with any device that supports Bluetooth 4.0 or a higher version. The second generation increased the number of devices at which the device is compatible with making it more popular among larger population. Another technical specification of the product is support where Apple has a developed a program to service batteries and charging cases used in charging AirPods’ batteries. Also, the firmware is upgradable with the initial version being upgraded to enhance the efficiency of the accessory.

Consumer behavior

Consumer behavior of the Apple’s AirPods can be analyzed based on three main aspects: demography, psychographics and behavioral patterns. This helps in driving a clear understanding of aspects that influences buyers’ decision in buying the product.

Demographics

There are various aspects of similarities among the Apple’s AirPods customers which can be discussed under various classifications. These classifications are based on the market research conducted in relation to the performance of the first generation and second generation who have already been released in the market.

The first aspect that can be used in describing the demographic aspect of the Apple’s AirPod’s target market is age. Based on research studies, majority of the customers of the product include people at the age range of 18 to 25 which stands at an approximate of 60 percent while 30 percent of the entire target market are in the age range 26 to 35. Generally, the product is preferred by the youth or people below the age of 35 years of age (NIKSOH, 2019). The second aspect that can be used in profiling the customer is level of education where the Airpods are mostly preferred by campus students or career people in their early stages of their career mainly in the after their undergraduate degree certification or in high education level. The third aspect that can be used in profiling the customer is income ranges. The product is designed and developed to fit relatively financial stable customers with different price ranges depending with the features of the product. This allows students who prefer affordable technology devices that give them comfort and mostly devices that can be identified with a specific brand and middle class citizens to afford the AirPod due to price affordability. The fourth demographic aspect is location where the Apple’s AirPods are mostly sold and used by customers in different regions across the world particularly in school and home among the college students who form an approximate of 75 percent of the average target customers of the product. The fifth aspect that can be used in profiling the customer of the products is skills level. Apple’s AirPods is preferred by customers with some knowledge in technology devices and people who prefer having advanced technology devices (Zarella, n.d.). Other bases which can be used in the customer profile is gender where research show the majority of the target market who prefer having the Airpod are men which also the male preferring to have the product are at younger age compared to women.

Psychographics

Apple’s AirPods have a common slogan used which was developed with the invention of the product. This represents the AIO statement, one of which used by the Apple’s AirPods is “Wireless. Effortless. Magical.”

The statement was used in summarizing the main features of the Apple’s AirPods and to communicate to the customers through a brief statement or brief but precise information relating to the product.

Psychographics aspect of the customer profile for the product can also be established based on the Values and Lifestyles (VALS). This can be described based on the recent developments of the mobile device or accessory. The product is developed for target customers who claim to be strivers where Apple approaches the customers by developing a trendy product based on the VAL: Strivers are trendy and fun loving (Godefroid et al, 2017).

Behavior patterns

The target customer (TC) shop the product by either making orders on e-commerce platforms or by visiting shop outlets that deal with Apple’s products such as AirPods. The target consumer conducts research before purchasing the product to assess the features of the product they intend to buy. Another characteristic of the target customer is that they are methodical shopper who make purchase decision based on the need and follows certain procedures. Also, the customer prefer using the Apple’s AirPods as advertised and only make disposals of the product after the accessory gets damage. In most cases, it takes a longer time before disposing the product based that Airpods have a longer durability. In most cases, the target customer gives feedback and reviews after purchasing the Apple’s AirPods. They also make referrals to others to purchase the product based on their experience. Target customers are loyal to Apple’s product such as the AirPods (Vakoc & Buchalcevova, 2017).

Conclusion

Apple Airpods suit target market of people who benefit from hands-free technology or who prefer working with their hands. They have unique features which make it easy to have a specific target market such as college students or the youth below the age of 35 years of age.

References

Chen, X. (2019). Will I buy it?: The influence of vlogs on consumer’s purchase intention and engagement in Apple AirPods 2 (Master's thesis, University of Twente).

Godefroid, L. B., Sena, B. M., & Trindade Filho, V. B. D. (2017). Air 2 Bluetooth 5.0 Wireless Earbuds Noise Canceling Sports Earphonesfor iPhone/Android Apple Airpods. Materials Research, 20(2), 514-522.

NIK SOH, N. N. (2019). AN ANALYSIS OF AN EXPLANATION OF APPLE INC.

Vakoc, M., & Buchalcevova, A. (2017). Becoming predictably adaptable in software development. Journal of Systems Integration, 8(4), 21-28.

Zarella, Dan. "6 Market Research and Market Analysis."