The evolution of usage of words has resulted in people using particular words for an entirely different meaning. For instance, the usage of the word seems to be aligned to the segmentation strategies such that, certain brands are a representation of a certain segment of the market (Weaver, 2017). For instance, personally, I have associated Apple products with leisure activities or values. This is in line with the psychographic segmentation. I find myself adhered to the attractiveness of the products such as the iPhones, the quality and the recognition of the brand. This is because whenever I think of the name ‘Apple,' the above-mentioned attributes come to mind. More so, the price in this regard is not important; it’s what the brand represents: status symbol. The company has over the years committed to this segmentation strategy and from a personal point of view, it has worked.
Moreover, I am drawn to brands that describe the person I am. By the ‘person that I am’ I imply age, life cycle stage, income, and social class. According to Brookins (2017), these are the parameters used to segment consumers according to demography i.e. demographic segmentation. One of the common products that take into consideration the demography of their target market is clothing. The products conveyed in the fashion industry by certain companies match the above-mentioned traits. For example, the kinds of clothing lines I was fond of when I was a kid are not the same as to the ones I am into now. This is due to a difference in the life cycle stage. Similarly, at a higher level of income, the brand that will represent my personality is bound to change.
In conclusion, segmentation strategies of different companies determine whether I will be affiliated with particular brands to their brands or not.
Brookins, M. (2017). Examples of Demographic Segmentation. [online] Smallbusiness.chron.com. Available at: https://smallbusiness.chron.com/examples-demographic-segmentation-12367.html [Accessed 23 Jul. 2017].
Weaver, J. (2017). Marketing Segmentation. [online] Media3.bournemouth.ac.uk. Available at: https://media3.bournemouth.ac.uk/marketing/07segmentation/04strategies.html [Accessed 23 Jul. 2017].