Ch. 8 - Segmenting and Targeting Markets

Sony Playstation market segment is gamers. Its target age group is 18-32 year old males, but its segment is and always will be gamers. Because its a gaming system, that cannot be utilized any other way then to play games primarily. It can be used to watch television or use apps, but those are secondary uses and you can find way less expensive systems that do all those functions. When people think playstation they automatically think gaming, and thats what ALL its customers have in common. (however they need to understand that females do play games way more often nowadays) When they market there advertising it usually involved a lot of violence, racing, and fighting games because they know thats what males like to see. But they are still games because thats what Playstation is for: gaming.