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Microsoft, spends a lot of money on research development.

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they're making a consumer profile of the people that buy Apple products,Target Audience.
People love Apple that much that they travel to the opening of an Apple store 24 hours before the actual opening.
religious group devoted to Apple products, Apple tries to change peoples opinions on their products

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older but into tech

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older people with active lifestyles

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lots of money, but a real dickhead

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well off older people

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double income no kids yet

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young upwardly mobile proffesionals

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responds to advertising and marketing that emphasises quirkiness or individualism. norm in the new millennium

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the group want to make the world a better place they tend to be educated professionals such as teachers and doctors these people buy eco-friendly products and healthy foods.

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these are people who have climbed the ladder and now want to keep control of what they have, car adverts that emphasise power are aimed at this group

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Aspirers- tend to see status in high tech goods and high fashion goods which will give them a higher status Nescafe gold blend successfully targeted this market

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mainstreamers are 40% of the market this is the largest consumer segment, they tend to buy well-established brands, because they don't care how much it actually costs.

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cross cultural consumer characteristics

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it is very western it assumes we want stuff even when we don't want it, wasn't meant to be applied to advertising because it is psychological.

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This five stage model can be divided into deficiency needs and growth needs. The first four levels are often referred to as deficiency needs (D-needs), and the top level is known as growth or being needs (B-needs).

The deficiency needs are said to motivate people when they are unmet. Also, the need to fulfil such needs will become stronger the longer the duration they are denied. For example, the longer a person goes without food, the more hungry they will become.

One must satisfy lower level deficit needs before progressing on to meet higher level growth needs. When a deficit need has been satisfied it will go away, and our activities become habitually directed towards meeting the next set of needs that we have yet to satisfy. These then become our salient needs. However, growth needs continue to be felt and may even become stronger once they have been engaged. Once these growth needs have been reasonably satisfied, one may be able to reach the highest level called self-actualization.

Every person is capable and has the desire to move up the hierarchy toward a level of self-actualization. Unfortunately, progress is often disrupted by a failure to meet lower level needs. Life experiences, including divorce and loss of a job may cause an individual to fluctuate between levels of the hierarchy. Therefore, not everyone will move through the hierarchy in a uni-directional manner but may move back and forth between the different types of needs.

Maslow noted only one in a hundred people become fully self-actualized because our society rewards motivation primarily based on esteem, love and other social needs.

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Demographic's can't tell us why people are buying but it can tell us who is buying.

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all of the protective characteristics

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it is an audience that the advert is specifically made for for example you wouldn't aim a advertisement about cars at young children but at adults.

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the advert is consumed through tv and is convinces people to buy the product