Segments Shopping in Home

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
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
3. Customers in residential areas
a. Segments shopping in home




1 5411 2002 FreshDirect is designed to handle up to 16,000 orders per day. The company's system takes advantage of the centralized processing that online delivery affords. They deliver to only five zip codes mostly in Manhattan and are adding new ones slowly. They seek densely populated areas because it keeps delivery costs low.
2 5411 2002 Safeway claims its online operation is healthy and the company says the business is getting close to turning a profit. Safeway and Albertsons have big advantages over the Internet-only grocers like Webvan and HomeGrocer because they already have their own warehouses and contracts in place. Albertsons may spend $100,000 in a market to add a few trucks and hire drivers, compare this with Webvan, which spent $35 million in one market and needed a lot more customers to make it work. So far, neither Albertsons nor Peapod are turning a profit online. Albertsons expects that it will never match sales from its stores but they keep the online business because it's what the customers want.
3 5942 2001 For independents that sell new books, internet sales are growing thanks to places like was launched in response to and to provide an online alternative for independent bookstores.
4 5900 2000 Established retailers can over take some of the internet's early winners by offering a choice of channels. Gap has tested a scheme giving customers an opportunity to preview and order goods online and then pick them up at its stores.
5 7841 2002 Netflix's service works by subscribers placing their order through its Website that carries a catalog of 12,000 movies. After customers pick out a list of movies they would like to receive in the future, the service mails out three top preferences.
6 5961 1995 CUC previously tried home shopping by television and in-store electronic kiosks featuring pictures of items that could be electronically ordered. An 800-number telephone shopping service was more successful.