Final Customer Purchasing from an Intermediary of the Product
Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.
2. Emotional: Segment customers according to the personal emotional needs of the segment.
A. Needs for comfort and status
2. Status in the community
Need for affiliation: Find segments of customers who wish to identify with a particular group in the society. They want to be a part of a group that has:
Unusual capability or achievement
|1||2095||2001||Green Mountain Coffee Roasters worked with Keurig to produce K-Cup individual coffee packages. The CEO of Green Mountain Coffee Roasters has long promoted "fair trade" coffee in which the farmers are paid what they need to break even and gain a small profit. This policy attracts such customers as Columbia University and natural food stores.|
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