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.

Emotional: Segment customers according to the personal emotional needs of the segment

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:

No. SIC Year Note
1 2067 2003 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.

<<Return to Acquire Steps