Customer research tool

A key aspect of understanding your customers is to discover why they buy from you. This information will help you to target your advertising to the customers who want your products and services.

To do this, you can examine the common reasons why customers buy products or services - this is called the buying benefit.

Find out why your customers buy from you by reading the buying benefits below, and type the information relevant to your business into the fields.

In products and services you can list the products and services you have that provide the listed buying benefit to your customers.

In customers you can list the type of customers in your market segment who are likely to be drawn to particular benefits.

Buying benefit Products/services Customers
Seeking approval
Seeking attention
Avoidance of fear
Avoidance of loss
Avoidance of pain
Belonging
Charity
Comfort
Compliance with a prepared specification
Convenience
Ease of preparation
Economy
Enjoyment of beauty
Envied by others
Feeling that one has a bargain
Feeling that one has done others a service
Gain
Love
Multi-tasking
Nostalgia
Pleasure
Price
Pride
Profit
Safety
Satisfaction (personal)
Security
Self-esteem
Status
Style
Support for local industry
Value

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