About Home and Surroundings

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.

2. Emotional:

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:
1. Distinctive style or appearance
b. Quality conscious
2. About home and surroundings

NO.	INDUSTRY SIC	YEAR	EXAMPLE
1	5719	2001	In planning for the Christmas season Restoration Hardware Inc. ordered 20,000 record players. Since their November debut the $130 record players have sold so well Restoration is asking its supplier for 5,000 more. The success of the record player confirms many observers predictions that there will be a bounty of old-fashioned and domestic presents under the tree this year. Shopper's nervous state over the economy, world and their own safety, they are looking for gifts that bring back happier times. Restoration's willingness to go deep on an outmoded consumer-electronic item illustrates a key difference between itself and its rival, Williams-Sonoma's Pottery Barn: quirkiness.
2	5712	2004	IKEA is working to change customers' attitudes about furniture purchases. Its $50 million TV advertising campaign satirizes the sentimental attachments people have to old, and often ugly, home goods. When the ads' protagonist replace their furniture, a narrator chastises the viewers for taking pity on the old items.
3	5719	2001	Pottery Barn is the bigger chain compared to Restoration Hardware. Both stores sell vintage-style furniture and home furnishings and have other characteristics in common. Pottery Barn targets the wealthiest 20% of Americans while Restoration targets only the top 10% of the wealthiest Americans. Pottery Barn is twice as old and has with three times the annual sales.
4	5311	2001	Burlington is capitalizing on the Lowell license in every way it can and believes it has a brand with great taste that is original and unique to them and has made a conscious decision to continue the expansion with Lowell's products.
5	5311	2000	Williams-Sonoma's primary businesses, which include the trendy Pottery Barn furniture chain as well as four mail-order catalogs, have been growing rapidly in recent months on increased consumer demand for home fashions.