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.

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

A. Needs for comfort and status

1. 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: Quality conscious:
About food and meals

No. SIC Year Note
1 0 2004 To make products stand out and appear to deliver more value for their size, companies often invent evocative labels. The ambiguous portion sizes prevent customers from making comparisons. While subjects organized product sizes in significantly similar ways, the way the product is labeled can affect how much someone will consume. Most producers want customers to think of the products as larger, at Starbucks, a small is labeled as "tall."
2 2082 2000 Importer Labatt USA Inc. has begun to position its Dos Equis brand against the European imports that beer snobs prefer, emphasizing Dos Equis' quality and the Germanic roots of the beer's recipe.
3 2082 2003 The booming trade in malt beverages created a shortage of a product that is aged at least 12 years. In response, Diageo began mixing malts from its distilleries and calling it "pure malt" creating tensions within the Scotch Whisky Association, who demanded that they inform consumers of the difference.
4 2085 1990 Absolut had a witty, fresh ad campaign that was highly successful in the 1980s, using the shape of the bottle.
5 2095 2002 Peet's Coffee & Tea's first efforts last year resulted in 130 new specialty grocery accounts. Their date-roasted bags are placed in the bakery sections to emphasize their freshness. They plan to target the nation's thousands of gourmet food stores rather than mainstream grocery chains.
6 5812 2002 Traditional sandwiches are gaining ground on fast-food burgers. The upscale sandwich versions found at bakery cafes such as Panera Bread Co are becoming more popular. Panera's product quality and the atmosphere of its stores are different from Subway or Blimpy type sandwich shops in that they have more variety in the menu and they sell specialty bread items.

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