Need for Affiliation: find Segments of Customers Who Wish to Identify with a Particular Group in the Society

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.

Maintain Steps: Maintain steps include all activities required to keep the product in working order. These steps include the costs the customer incurs to diagnose and correct product problems.

2. Emotional:

A. Needs for comfort and status
1. Status in the community
a. Need for affiliation: Find segments of customers who wish to identify with a particular group in the society.