6. Market Segmentation Variables
Macro
- Characteristics of buying organization (size, location, usage rate, structure of procurement)
- Product/service application (NAICS categories, end market served)
- Characteristic of purchase situation (type of buying situation, stage in purchase decision process)
Micro
- key criteria, purchasing strategies, structure of buying center, importance of purchase, attitude towards vendors, organizational innovativeness, personal characteristics of decision makers...