Final Customer Purchasing from the Product Producer

Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.

2. Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

3. Economic limitations: Segment customers according to the limitations set by their economic interests and concerns

Segment's approaches to limit on spending
Customer segments with preferences for price point alternatives to the present product
High price point

For more than one Performance benefit category improvement

No.	SIC	Year	Note
1	2043	1994	Kellogg's CEO says, 'There are 140 brands of cereal bought by very loyal consumers. Some of the fastest-growing brands are the most expensive, so it's not all about price.'
2	3651	2001	Only four years after DVD players debuted at $600, new manufacturers with operations in Asia are taking market share from brand-name players will prices under $100. Apex Digital catapulted ahead of Panasonic to the number two spot with 13% share of the market. Its machines are placed well below market leader Sony's. In response to the low-cost threat, big-name brands are adding bells and whistles, including a portable DVD player and models designed for the car and kitchen.
3	7999	1998	Customers may question why they should spend 70% of the cost of a full ownership on a quarter share condo at American Skiing Company's resorts. The answer is that the condo comes with amenities, a package they can't get any other way: restaurants, spas, gyms, child care, game rooms, locker rooms, access to quarter shares at other resorts.

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