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.
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 apparel and accessories
|1||3149||2004||When K-Swiss Inc. was bought in the 1980s, the new owner increased the price from $40 to $60 a pair, cut out sales to discounters and positioned the company as a conservative choice for anyone who wanted an alternative to flashier designs.|
|2||5600||2004||Talbot's, which targets the mass affluent buyer, uses the term "dividends" to describe its frequent shopper program, reinforcing the company's commitment to offering valuable investment in quality clothing.|
|3||5600||2005||Bloomingdale's top executive transformed a second-tier store known for providing uniforms for Manhattan's domestic help to a trendy store known for providing a certain experience. Under Traub, Bloomingdales became the first department store to divide the selling floor into boutiques and showcase emerging designers. He also brought a fashion element to home furniture, house wares and cosmetics that hadn't been done before. Exclusives were forged with suppliers and relationships were cultivated with designers.|
|4||5699||2001||Abercrombie and Fitch is trying to drive away teenage customers in order to protect their young adult market base, who tend to avoid products that are popular with younger crowds. The company has developed a new chain, "Hollister", to fill the 14-18 year old market base.|
|5||5699||2003||Pacific Sun's big rival, Gap, shares its sales with its other companies like Old Navy and Banana Republic. Pacific Sun doesn't follow that route as its PacSun and d.e.m.o. stores have distinctly different clothing. The PacSun stores target older teens.|
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