We may segment customers according to the personal emotional needs of the segment. These segmentations identify customers' needs for comfort and status and also the needs customers have to avoid sources of anxiety.
Needs for Comfort and Status: Segment customers according to their needs for comfort and status within the community. These needs include comfort through the five senses, status in the community and status through the Company's recognition of the customer's individual requirements.
Needs to Avoid Sources of Anxiety: Segment customers according to their needs to avoid anxiety created by the purchase or use of the product. The major sources of anxiety include risks in a relationship, limitations set by time, limitations set by the customer's economic situation and concerns for health.