In many cases, this type of segmentation may be all that is available. If we examine customer behavior, however, we can often discern significant customer behavioral segments which can be used to design specialized marketing strategies for each segment which provide satisfaction to the customers of each segment and profits to the company. In traditional economics, these two factors are assumed to work in the same direction. In fact, there are market situations in which they work in the opposite direction, with service being greatest when the price is lowest. Program Buyers Relationship Buyers Transaction Buyers Bargain Hunters Let's discuss each segment separately.
Bargain Hunters are customers who have tremendous market power.
Wal-Mart is an example. Wal-Mart is in a position to make massive purchases at rock bottom prices. Wal-Mart makes their suppliers provide daily shelf restocking. In some cases, the suppliers must clean up the sales areas when they get through. Few other retailers can get such services from their suppliers.