Household goods, laundry products, and personal care products generally fall into this segment. We tend to buy the same brand time after time because there is little difference in them anyway and we buy in a habitual way. The need for these products arises abruptly. While we'd like to have lots of product information, the pressing need overrides the information needs. This is the traditional hierachy of effects model where consumers desire lots of information about product features, services, warranties, price.
Much time is spent gathering information about and comparing alternatives.
USP, pre-emptive, positioning, generic. Playing with the Wheel You can enhance your ability to develop message strategy by generating possible strategies under each segment and then mixing and matching different segments. Here's an example. One of the simplest products in the world is bottled water. Water inside a container, not much simpler than that.