Caleigh Sommers

Mrs. Sabot

Business and Marketing

8/31/22

Market Segmentation Project

An MP3 podcast and “read-along” picture book of The Lion King. $10.99

Market:
a. Demographic: female, 25-45, married, children living at home, low-middle income,
stay-at-home mom. Boys, 3-10, no income.
b. Psychographic: enjoys movies, books, and time with her kid.
c. Geographic: City
d. Product Usage: is a regular user of audiobooks
RATIONALE: A married wife who has a part-time job to look after her 3-year-old and
her 6-year-old. Loves audiobooks for enjoyment and quiet. Doesn’t like her kids looking
at a screen all day, so she reads to them. The Audiobook is also an easy way to keep
the kids happy and quiet when she must run errands or go to work.

Summary:

I choose a stay-at-home mom because an audiobook that can easily be

downloaded is a great way to keep the kids occupied without extra screen time. The
husband works a lot and the mom has plenty to do at home with the kids. The
audiobook is the perfect distraction for the kids when mom is doing the laundry or
making lunch, but an even better bonding time for them. The mom can use the book
and interact with the kids while they listen. I choose a low to middle income because the
mom does not work and the dad has to work more to support the family. The mom loves
audiobooks to help her get through the day with all the chores and is a common listener
to different audiobooks.
Apple iPhone

Market:
a. Demographic: female, 13-19, single, no children living at home, low income,
employed outside the home
b. Psychographic: Wants to be an influencer on tik tok
c. Geographic: rural or city in any region
d. Product Usage: is a regular user of tik tok and is on her phone more than 15 hours a
day.
RATIONALE: Makes tik toks up to 10 times a day, has the newest iPhone in order to get
the best quality, for her videos. Has a lot of friends, and makes tik toks for them.

Summary:

This teenage girl who inspires to be a tik tok influencer, needs the best iPhone
and is willing to pay for it. She does not only get paid off of tik tok, but also her job at the
movie theaters. She lives in the city and has easy access to many apple stores and is
even subscribed to get their emails about there sales. The apple phone is convenient
for her to have because of the popularity of apple and the many different products she
has to go with it. She doesnt have to pay for for rent of food or gas wich lets her save
her own money to buy what she wants, like the newest apple iPhone.