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.
B. Needs to avoid sources of anxiety
2. Limitations set by time: Segment customers according to the causes of the limitations set by time.
Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use the product
Segments where delays are due to steps a customer must take. Segment must:
Install, prepare or maintain product
|1||5251||2004||Big-box home improvement retailers like Home Depot and Lowe's are seeing increased demand for installation and other services. The baby-boomers who earned a reputation as do-it-yourselfers are now looking towards traditional stores to do the hard work. Home Depot conducts 11,000 installations on the average weekday, its service revenue rose 26% to $957 million in the quarter ending Oct. 31, 2004. The business accounted for about 5% of Home Depot's total revenue. Home Depot's service business includes installations for customers, business-to-business installations and products purchased to be installed. Competitor Lowe's expects home-installation sales of $2 billion in 2004, up from 2003 sales of $1.5 billion. Flooring, door, window and kitchen-cabinet installations form the core of installation sales. Both big-box stores hire outside contractors to do the work.|
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