Choice of Products

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.

Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.

3. Intellectual:

A. Knowledge of company and company product
2. Familiarity with specific product
a. Customer knows of product but does not use it – Segment sees the product as:
1. Missing a Function:
b. Choice of products




1 5611 2001 Brooks Brothers has been hoping that business attire will be coming back into style, launching ads that feature the slogan "Back to Business." The ads show off new updated classics such as "BrooksEase" suits.
2 5311 1990 Both JC Penney and Sears are trying to revitalize sales by trying to project an image that's a step up from vanilla. They are stocking more national-brand goods and running slicker, more stylish ads to herald the change.
3 5311 2001 Burlington typically displays apparel, accessories and luggage on circular racks and shelves on an open floor. Mr. Lowell's in-store boutiques stand out against the adjacent shelves of discounted bedding from big brands such as Ralph Lauren and Fieldcrest.