- expect higher quality & service
- able to access to information
- perceive fewer real product differences
- show less brand loyalty
Competitive Advantage
= perceived benefit - perceive sacrifice
Area of Success
- Customer (acceptability in meeting customer's needs)
- Company capabilities (Feasibility- possessing capability to produce)
- Competitor (Suitablity- when compared with competition)
Understanding the Customers
Type of buyers
-Individual buying for own use
-Individual buying for others
-Industrial buying
- Intermediary (retailer)
