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.
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
|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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