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.

3.
Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products.

1. Knowledge of company and company product.

   1. Familiarity with company and brand, crossing all products

   2. FAMILIARITY WITH SPECIFIC PRODUCT

      1. Customer knows of product but does not use it – Segment sees the product as:

         1. Missing a Function Examples>>

         2. Not good at Reliability and Convenience Examples>>

      2. Customer segment uses a similar product for home or leisure

         1. Similar product from a different company Examples>>

         2. Similar product from this company Examples>>

      3. Customer segment uses the product:

         1. For home Examples>>

         2. For shopping Examples>>

      4. Customer segment does not know product because the product is:

         1. New on the market Examples>>

         2. New in the channel of distribution Examples>>

         3. Untried by the segment Examples>>

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