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Segmentation and Targeting Theoretically everybody who owns a vehicle can be our potential customer while we acknowledge that only a portion of them are concerned about saving gasoline and conscious of environmental consequence of vehicle emission. Based on end user, we'll first divide the market of vehicle drivers into three submarekets: private, public and commercial drivers. Private drivers are those who drive a vehicle as a means of personal transportation. For most car owner, a fuel economy device is a discretionary purchase and their buying decision is a function of awareness of fuel consumption and sensitivity to fuel cost. There's an interesting paradoxical relationship between types of vehicle and sensitivity to fuel cost. Generally speaking, economic car driver will have a greater interest in saving on fuel. On the other hand, SUV drivers may not be as mindful about the fuel cost, presumably being able to afford SUV...

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