Brainstorming Ideas: A Final Customer Purchasing from an Intermediary of the Product

A Final customer buying from an Intermediary of the product. The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.

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.

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

    2. LIMITATIONS SET BY TIME: Segment customers according to the causes of the limitations set by time.

      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 required 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. Segment must:

          1. Order product Examples>>

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

          3. Transport customer or product Examples>>

          4. Install, prepare or maintain 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 segments who have idle time while shopping or using the product

          1. Captive customers who must remain in a specific location

            1. One person Examples>>

            2. More than one person Examples>>

          2. Nonpcaptive customers who need ot remain in a 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.

          1. Local Examples>>

          2. National 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

              1. Segments visiting variety stores Examples>>

              2. Segments visiting grocery stores Examples>>

              3. Segments visiting office supply stores Examples>>

              4. Segments visiting convenience stores Examples>>

              5. Other Examples>>

            3. Customers in residential areas

              1. Segments shopping in home Examples>>

              2. Segments shopping within a few miles of home Examples>>

            4. Customers moving from one place to another 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 need unusual Functions Examples>>

          3. Distance from other preferred location

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

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

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

        1. Frequency of purchase of the product

          1. Daily Examples>>

          2. Weekly Examples>>

        2. Frequency of use of the product

          1. Weekly Examples>>

          2. Other 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 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 products with the main product. The ancillary product is sometimes used:

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

          2. 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>>

<<Return to Use Steps