Customer Knows Both Company and Brand

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.

3. Intellectual:

A. Knowledge of company and company product
1. Familiarity with company and brand, crossing all products
a. Customer knows both company and brand




1 5331 1998 Should the hypermarkets want to compete with category killers, they must exploit their customer traffic. Unlike specialist retailers who must always remain focused, hypermarkets can vary space allocation according to season.