Summary of the article:
According to Orbitz.com,
Mac users spend more $ on hotel stays than PC users ($20~30 more per night on hotel rooms)
Mac users are more likely to choose 4 or 5-star hotels (40% higher)
Even when choosing the same hotel, Mac users often pick a more expensive class of room than PC users.
These findings suggest that marketers can potentially segment their market into Mac and PC users.
There might be some systematic differences between Mac users and PC users in terms of what they value in life and how they spend money.
For this assignment, your task is to:
Describe your thoughts on how Mac and PC users would spend their money differently and what they would value when making a choice (i.e., psychographic & behavioral characteristics).
Support your ideas using published data and research articles – add a reference at the end of your paper.
Discuss which companies/industries may benefit from this segmentation strategy.
