Description of the product
Mobile phones have become the most convenient means of communication in this digital era. Consumers across the world now connect each other using mobile phones. Apart from being a tool of communication, mobile phones are also getting upgrades to give them additional usage. Different mobile phone companies have launched smartphones, which are improved gadgets meant to give users more usage apart from communication. One major mobile phone company that has introduced high-end smartphones into the technology market is Apple with its Iphone brand. Apple has high presence in China, where its products are manufactured. The Iphone smartphone products normally come into the market with the latest technologies as well as high-end features. In the Chinese market, a few consumers purchase the Iphone smartphones because of their high prices. It is vital to mention the fact that the Chinese market is comprised of tech-savvy consumers who are always interested in using mobile phone technology in unprecedented ways.
The market segment defined in this paper is innovators. The innovators are the common consumers of Iphone smartphones within the Chinese market. This particular market segment, innovators, is comprised of the young adult who are in the ages of between 20 and 35 years. Most of them use these Iphone smartphones for browsing, communication and doing other office works.
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AIO-based psychographic profile for a typical innovator consumer
Kotler (2010) noted that psychographics refers to the use of psychology as well as demographics to gain a better understanding of consumers of a particular product. Consumers are put into various groups based on their interests, activities and opinions. These items are basically the personality traits of the customers.
There are various consumers of the Apple’s Iphone smartphones within the Chinese market. Therefore, different market segments do exist for this product in China. However, the typical consumer for the Apple’s Iphone smartphone within the Chinese market is an innovator. It is vital to mention that many people cannot afford the Iphone smartphones because of their high-end features, which attract exorbitant prices. Therefore, those who go out of their way to purchase Apple’s smartphones share personal traits that fit the class of innovators.
Activities of the innovators
Activities, in this case, refer to the things that the typical consumers of an Iphone smartphone do in terms of hobbies during leisure. If a person has a very tough work, but is still involved in sports then they are very active people. The innovators are very active people. They like sports and will always engage in playing mobile phone games whenever they are idle. Even while in office, an innovator will always squeeze time to play a sport on their smartphone. The innovator is the typical consumer of an Iphone smartphone because it offers them plenty of these interesting sports.
Interests of an innovator
Moreover, the consumers in this profile have a lot of love for trying new things. They do not like routine life hence have no interest in theories. They have high interest in practical things. They like being outrageous while spending. It is the reason they are always interested in the expensive Iphone smartphones. Moreover, they are interested in variety of things and are tech-savvy.
Opinion
The consumers in this category feel that technology is the prime problem-solver of things in life. They believe that with technology, life becomes easier. They have a perception that think a good and valuable technology must be highly expensive.
References
Kotler, P. (2010). Marketing Manageme. Karnataka: Pearson India.
