Final Customer Purchasing from an Intermediary of the Product
Use Steps: Use steps include all the Final customer’s activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.
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 to identify with a particular group in the society. They want to be a part of a group that has:
Distinctive style or appearance
About food and meals
|1||5411||2004||Whole Foods Market is a specialty chain that stocks out-of-the-ordinary items and healthy foods while offering a lively ambiance. This combination appeals to younger shoppers, who enjoy the prepared snacks and hot foods in the store. Basics are bought at more traditional grocery stores. Trader Joe's and Food Lion's pilot concept called Bloom offer similar experiences to the same audience.|
|2||5600||2003||Abercrombie has updated the brand's look with low-rise jeans and tees and expanded the business with 113 Hollister Co. surf inspired stores.|
|3||5632||1991||Nevica USA, a skiwear distributor, found photographers whose work appeared most frequently in ski magazines. Then it promised them free skiwear and a fee for each time one of their pictures featuring a Nevica-clad skier got into a skiing magazine.|
|4||5699||2003||Quicksilver specializes in clothing that represents the extreme sport lifestyle with brands like Quicksilver, Roxy, Raisins, Radio Fiji, Gotcha, and Hawk. "More people are interested in the surf aesthetic and what the surf fashion represents."|
|5||5941||2005||Sikko Snowboards was launched for kids who wanted to design their own $50 snowboard skins (vinyl graphics) on the web. The business sky-rocketed but not for that reason. The consumers weren't interested in customizing. The 10,000 online fan base spent time on Sikko's site discussing hobbies and buying habits and rating skins. This info has helped Sikko design better skins; 60% of Sikko's revenue also comes from companies who use its customers for market research.|
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