Segments Visiting Variety Stores
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.
B. Needs to avoid sources of anxiety
2. Limitations set by time: Segment customers according to the causes of the limitations set by time.
b. Delays related to location: Identify characteristics related to the location of purchase or use that separate one group of customers from others
2. Distance from the company, from the product, from competition or from some other preferred location.
a. Distance from company or product
2. Customers in retail establishments
a. Segments visiting variety stores
|1||5311||2003||Sears, Roebuck & Co. recently decided to open temporary BD Toy shops in 600 of its stores for the holiday season. The move is one similar to those many department stores have been making lately in an effort to compete with such discount superstores as Wal-Mart who are detracting from department stores' business during the holidays.|
|2||5731||2004||Radio Shack announced a deal to offer its mobile phones at kiosks in 542 Sam's Club warehouse stores. Radio Shack is offering Sprint PCS, T-Mobile and Cingular Wireless phones and service plans at the kiosks, as well as accessories.|
|3||5331||2001||Fred's gets a lift from the pharmacies housed in 200 of its 357 stores. The company has one of the biggest pharmacy operations in the Southeast. Though they're small, at around 800 square feet, the pharmacies account for about a third of Fred's total sales.|