Several times this semester we discussed Segmenting, Targeting and Positioning, and how the STP process works. One of the key components of this process is being able to describe your target market(s). Your company is getting ready to launch, the new Hasqvaran Automower Ai40k for the spring of 2022. The key features of this new model, the Ai40K, in your line up is it's 40-inch-wide cutting width, the equivalent of 5 horsepower electric motor, the remote PC or Mac based command console, and increased theft prevention features. All of the features are being framed in the context of the intended target market for the Ai40k, which is Commercial Customers; factories and office buildings which have large yards, Municipal Government who have parks to maintain, and Golf Courses with obviously lots of grass to cut. This model is clearly intended to be purchased by commercial customers, but your firm knows there will still be residential consumers who will purchase this model. You have been asked by your VP of Marketing to make a description of the individuals who will be in this niche market. Please use the Segmentation Base chart, to describe the hypothetical buyers in this niche market. Please use seven terms from the chart, with at least one Sample Segments from each of the 4 Segmentation Bases, to make short descitpion of the potential consumer from this niche market

Segmentation Base Sample Segments Geographic Continent (North America, Asia, Europe, Africa), country, region (West Coast, Prairies, Central, Maritimes), province, city, urban, suburban, rural, climate Demographic Age, gender, income, education, occupation, race, marital status, family size, family life cycle, religion, ethnic background (white, black, Asian, Indian, German, Irish, Arab), generational cohort (baby boomer, Generation X, Generation Y), home ownership Psychographic Lifestyle (Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, Survivors), personality/self-concept (conservative, liberal, adventuresome, outgoing, health- and fitness-conscious), social class (upper class, middle class, working class) Behavioural Benefits sought (convenience, economy, prestige, quality, speed, service, environmental impact), usage (heavy, moderate, light, non-user, ex-user, potential user, first-time user), loyalty (not loyal, somewhat loyal, completely loyal)