Another category is not the main category but they belong to the premium consumer range. The business professionals between the ages of 30 to 45 have the most disposable income and are attuned to buy these products. This category is the target category for whole of the Apple product hence they have been considered in this analysis. They look for data safety and functionality of the product (Perera et al., 2015). For these people it is important for any technological product to help them build contacts and develop networks. Their use of the products is different. They are looking to enhance the business contacts with newer robust range. For this category the functionality of the product is more important than the aesthetical appeal of the product. Apple iWatch has been primarily created for the age demography in the population.
Hence, the ages of the marketing segment are people who are aged between 18 and 35. Male gender in general seemed to have preference towards procuring the Apple brand when compared to the female population. The pricing of the product is for the premium consumers who are worried both about the prestige of owing the brand along with the price of the product.
Benefits sought from the market segments
The consumers who buy this product expect the product to enhance their prestige. Inherent brand image of the product is used to make sales of the product (Rogers & Lee, 2016). The brand personality is about selling products to the premium consumers in the community and the consumers benefit from this aspect. The Apple watch has been developed as a people-driven product design. Consumers willing to pay premium prices for high quality and aesthetically pleasing design are the primary market base for the product (Schiffma et al., 2013). This watch’s price ranges between 299 USD to 17,000 USD. There are even gold carat designs that can be custom made. Apple targets the luxury market young consumer who is willing to pay premium pricing for the products. It is sold most through online channels and in exclusive retail stores (Schiffma et al., 2013).
Exact benefits that the consumers expect from this product are that they want prestige of ownership, functionality, visually pleasing product that also enhances the features of the product.