Taste
If it doesn’t have a craveable flavor, or if it has an unexpected or unpleasant texture, people might buy it once but won’t buy it again.
Lesson 2
Define Your Target Audience
Back to: Market Your Business
Retail Customers
Retail customers are individual people who buy your product for personal use. And while it’s true that every individual is unique, in the moment of food shopping most humans are motivated by a few, mostly practical concerns:
Motivations
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Convenience
This includes both ease of access and ease of use. Ease of access refers to how simple it is for people to incorporate your product into their existing routine. In the best case, doing so would require only a slight modification from something they already do or a product they already buy. Ease of use refers to making sure that your product comes in the appropriate size, format, and packaging for whatever a customer might want to do with it.
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Perceived Value
This is slightly different than the unit price: people need to feel as though they are getting more benefit out of the product than other uses for the same amount of money. Oftentimes you can influence people’s perceptions of value through better marketing, without adjusting your price point.
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Emotional Connection
Individuals buy products that fill an emotional or aspirational need for status, belonging, or purpose. For example, if your product helps someone affirm their perception of themself as a healthy person, they will be more likely to buy it over a product positioned as an indulgent treat.