Segmenting Your Markets

What	Benefits does the customer seek? Factors influence demand? Functions does the product perform for the customer? Are important buying criteria? Is the basis of comparison with other products? Risks does the customer perceive? Services do customers expect?
How	Do customers buy? Long does the buying process last? Do various elements of the marketing program influence customers at each stage of the process? Do customers use the product? Does the product fit into their lifestyle or operation? Much are they willing to spend? Much do they buy?
Where	Is the decision made to buy? Do customers seek information about the product? Do customers buy the product?
When	Is the first decision made to buy made? Is the product repurchased?
Why	Do customers buy? Do customers choose one brand as opposed to another?
Who	Are the occupants of segments identified by previous questions? Buys our product...and why? Buys our competitors' products...and why?