2.1 Buying Criteria

Customers within each market segment employ different standards as they evaluate products. They consider four buying criteria: Price, Age, MTBF (Mean Time Before Failure) and Positioning.

2.1.1 Price

Each segment has different price expectations. Low Tech wants inexpensive products while High Tech, seeking advanced technology, might be willing to pay higher prices.

2.1.2 Age

Each segment has different age expectations, that is, the length of time since the product was invented or revised. High Tech wants new technology while Low Tech prefers proven technology that has been in the market for a few years.

2.1.3 MTBF (Mean Time Before Failure) or Reliability

MTBF (Mean Time Before Failure) is a rating of reliability measured in hours. Segments have different MTBF criteria. High Tech prefers higher MTBF ratings while Low Tech is satisfied with lower ratings.