Final Customer Buying from the Product Producer
Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.
2. 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 ti identify with a particular group in the society. They want to be a part of a group that has:
Distinctive style or appearance: Trendy:
Healthy and natural
|1||5812||2003||Wendy's used to rule the fast-food salad market. In the mid-1990s, its own internal research indicated that the chain had a dominating 36% share of the salad market among burger chains. But by 2000, that figure had withered to 26%. Competition, Wendy's discovered, no longer was just from fast-food joints, but from groceries, deli restaurants and casual-dining chains such as Chili's Grill & Bar, a unit of Brinker International Inc.|
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