Brainstorming Ideas: A Final Customer Purchasing from the Producer of the Product

A Final customer buying from a product producer: The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Some Final customers purchase directly from the producer of a product.

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.

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

  1. Needs for comfort and status

  2. Needs to avoid sources of anxiety

    1. Risks in Relationship


      1. Delay related to purchase and installation: Segment customers according to delays before the customer receives or can use the product.

        1. Segments where delays cause customers to be inactive. Delays caused by time prepared for:

          1. Product preparation Examples>>

          2. Product delivery Examples>>

          3. Ancillary product delivery Examples>>

        2. Segments where delays are due to steps a customer must take. Customer must:

          1. Order product Examples>>

          2. Find, choose and pay for product Examples>>

          3. Transport customer or product Examples>>

          4. Install, prepare or maintain the product Examples>>

        3. Segments where delays create risk for customers Examples>>

        4. Segments exposed to serial delays due to multiple stops Examples>>

        5. Segments where delays are the result of too many benefits Examples>>

        6. Customer segmnts who have idle time while shopping or using the product

          1. Captive customers must remain in a specific location

            1. One person Examples>>

            2. More than one person Examples>>

          2. Non-captive customers who need not remain in specific location

            1. One person Examples>>

            2. More than one person Examples>>

      2. Delays related to location: Identify characteristics related to the location of purchase or use that separate one group of customers from others

        1. Breadth of locations where product is purchased or used Examples>>

        2. Distance from the company, from the product, from competition or from some other preferred location

          1. Distance from company or product

            1. Customers in office buildings Examples>>

            2. Customers in retail establishments Examples>>

            3. Customers in residential areas Examples>>

            4. Customers moving from one place to another

              1. Within a mile of product or service Examples>>

              2. Beyond a mile from product or service Examples>>

          2. Distance from competition

            1. Because they are in areas with low population density Examples>>

            2. Because they buy only small quantities in an order Examples>>

            3. Because they need unusual Functions Examples>>

          3. Distance from other preferred location

            1. Customers accessing product concurrently from distant locations Examples>>

            2. Customers having to arrive at central location from distant locations Examples>>

            3. Customers in distant locations seeking suppliers in other distant locations Examples>>

      3. Time limitations due to pattern of use: Segment customers by the frequency or timing of purchase or use of the product.

        1. Frequency of purchase of the product Examples>>

        2. Frequency of use of the product Examples>>

        3. Calendar or clock time of usage Examples>>

        4. Duration of use Examples>>

      4. Time limitations due to the use with other products: Segment customers by their use or purchase of other products with the product.

        1. Final customers of the produt who use related ancillary products

          1. Final customers who use ancillary products regularly with the main product. The ancillary product is used:

            1. At the same time as the main product Examples>>

            2. Before using the main product Examples>>

          2. Final customers who sometimes use ancillary produts with the main product. The ancillary product is sometimes used:

            1. At the same time as the main product Examples>>

            2. Before using the main product Examples>>

            3. After using the main product

              1. To complete a broader transaction Examples>>

              2. To store a finished product Examples>>

              3. To communicate with other products Examples>>

              4. To gather information or content Examples>>

              5. To increase comfort and safety Examples>>

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