STP

In Practice
 5

4 5
3.75
5 3.5
3.25
4.5 4 4
3.75
4 3.5
3.5
3
2.5
2
1.5 Price
1
0.5 Performance
0
Sony Apple Dell HP Lenovo

Performance Price
 6

5 Apple

4 Dell
Lenovo
Sony
PRICE

HP
3

0
0 1 2 3 4 5 6
PERFORMANCE
Affordability Behavioural
Segmentation

• Social class • Knowledge

• Income • Attitude
• Customisation
• Usage
• Loyalty
 Gamers Creative Corporates Students Personal
professionals use
High net Alienware Alienware 18 Dell XPS 17 Dell XPS 15 Dell XPS 15
worth 18 Alienware 17
individuals
Affluent Alienware1 Alien ware 14 Inspiron 14 Inspiron 15 Inspiron 15
class 7 Adamo [7000 [7000 [7000 series]
Dell XPS 15 Dell XPS 12 series] series]
Dell XPS 13
Upper Alienware Alienware 14 Inspiron Inspiron Inspiron Z
middle class 14 Dell XPS 13 Dell Vostro Latitude D series
3560 500 – E
Studio 5000
Studio
Middle class Inspiron Z Inspiron R Dell Vostro Inspiron
series series 1400 mini 1018
Lower
middle class
Below
poverty line