Segment That Would Prefer a Specific Limit to Its Risk

A Final customer buying from an intermediary of the product The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.

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:

B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
c. A process or procedure: A specific process apart from the company or product
3. Segment that would prefer a specific limit to its risk

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	7375	2003	The Internet is loaded with information about vehicles. In a matter of minutes you can learn about a car's dimensions, color choices, upgrade packages and price, and compare it with other models-free of the sales pressure of a showroom.
2	5999	2003	Overall, a recent Forrester Research survey of 100 large U.S. Retailers found that 63 currently sell online, and 52 of those accept in-store returns of items bought online.