Segments Shopping Within a Few Miles of 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.
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
b. Segments shopping within a few miles of home
|1||7375||1999||EBay Inc. said it plans to open 50 smaller marketplaces on the Internet by year end, allowing people living in the same region to buy and sell large items such as cars, boats, and refrigerators.|
|2||5331||2000||Dollar General, a Wal-Mart competitor, uses the strategy of many small stores in a closely knit network. Dollar General matches Wal-Mart's prices, but it competes against the average 92000 square foot Wal-Mart with a cluster of conveniently located 6000 square foot locations.|
|3||5331||2000||Consumers, have proven less willing to troop to the big, often distant specialty stores for products they can buy on their regular trips to more conveniently located discounters.|