Final Customer Buying from the Product Producer
Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.
1. Physical: Segment customers by physical needs. These segmentations identify the physical needs of individual customers and address the physical situation of the location where the product is purchased or used.
A. Physical state of the individual customer: Segments of the general customer population may have different characteristics of sizes and their ability or disability.
1. Ability/Disability: Segment customers according to the customer’s ability or difficulty in physically using the product:
|Merrell, the hiking boot maker, has the new Continuum line divided into "silos," which are organized around different activities and "Multisport," which are for outdoor cross-training. The collection follows a new, slimmed-down approach to the brand's footwear, in which "every activity has a shoe and every shoe has an activity."
|Fitting a car with specialized products designed to aid the elderly can cost anywhere from a few hundred dollars for a swivel seat to several thousand dollars for a car with a folding wheelchair ramp and a powerful crane.
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