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.
A. Needs for comfort and status
2. Status in the community
a. 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:
2. Unusual capability or achievement
|1||5999||2003||Borders wanted to stay in the online business because research showed that its target customers tended to be affluent and early to embrace new technologies.|
|2||5942||1997||Independent bookstores have alternatives to popular favorites with a more serious selection than the NY Times likes to review. Once one of these serious books gets a good review from the NY Times, giant bookstores stock up and slash prices.|
|3||5945||1997||Anglo Dutch, like most independent toy stores, is focusing on "educational toys," in hopes of luring affluent customers. It is supplied by small toy companies who can't manufacture in large volume.|