Using cluster analysis, this research identifies four buying behavior segments of commercial producers who purchase capital items: Convenience, Price, Performance, and a group of Balance buyers who consider all of these factors as well as customer service and support services in roughly equal allotments. The Balance segment is the largest of the four. Price and Performance buyers tend to be younger, larger, and better educated than the Convenience or Balance buyers. We discuss the implications of these customer market segments for capital equipment marketers and salespeople.