Final Customer Buying from the Product Producer
Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.
A. Needs for comfort and status
2. Status in the community
Need for affiliation: Find segments of customers who wish to identify with a particular group in the society. They want to be a part of a group that has:
Distinctive style or appearance: Trendy:
|Wrigley recently innovated by replacing executives with outsiders, working more closely with retailers, and revamping core brands. Juicy Fruit, Spearmint, Doublemint, and WinterFree were given edgier ad campaigns and cooler labels. New sugar-free brands where invented.
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