Convenience

As a measure of product performance on the Customer Buying Hierarchy, this term refers to the ease with which the customer may acquire the product. Essentially, this is the order cycle time (abbreviation: OCT), the elapsed time between the moment a customer decides he needs a product and the moment he begins to use it. Convenience benefits included advertising to create awareness, differentiation of one product from another, the location where the sale takes place, and any services offered the customer to find, chose and pay for the product. (See also Customer Buying Hierarchy)