Final Customer Purchasing from an Intermediary of the Product

Use Steps: Use steps include all the Final customer’s activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.

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
Segments who might face psychological spending limits

Preferences to include product in package of related products

No. SIC Year Note
1 4841 2003 Cable and satellite TV firms have been more successful than TiVo in selling PVR services. Since their customers already pay monthly bills, a bit more for PVR service doesn't seem bad. TiVo requires users to first buy a set-top box costing $250 to $400. Users then pay $13 a month, or a lifetime fee of $299. The service fee on top of the hardware cost has been a deal breaker for many customers. DirecTV and rival EchoStar are leading the charge with PVRs built into set-top boxes.

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