Evaluating consumer segments Amazons strategic focus for this marketing plan is on product categories that will be suitable for the local context. For broad market research, the different segments that the Marketing Manager has evaluated already are as follows:

Existing Amazon customers who can obtain limited goods via international shipping to South Africa. For these customers, you would want to find out what product categories they are interested in purchasing from the international e-commerce store.

Prospective new Amazon customers who currently shop via Takealot.com who arent familiar with Amazon, as they perceive the brand as inaccessible from South Africa. For these customers, you want to know which product categories they would want to see available from Amazon once they launch retail operations in South Africa. Conduct secondary research on the South African Amazon and Takealot.com customers and complete the following target market segment tables.

Use the following table format to describe and motivate the two specified target market segments characteristics, from a behaviouristic segmentation perspective:

NO	CHARACTERISTICS	TARGET MARKET SEGMENT 1: POTENTIAL FUTURE CUSTOMERS CURRENTLY BUYING FROM TAKEALOT.COM	TARGET MARKET SEGMENT 2: EXISTING SOUTH AFRICAN CUSTOMERS	MARK ALLOCATION
1	BUYER READINESS	EXAMPLE:CUSTOMERS ARE IN THE XYZ BUYER READINESS STAGE BECAUSE OF THE FOLLOWING REASONS	EXAMPLE CUSTOMERS ARE IN THE XYZ BUYER READINESS STAGE BECAUSE OF THE FOLLOWING REASONS
2	USER STATUS
3	ATTITUDE TOWARDS BRAND
4	BENEFITS SOUGHT