The Customer Value Construct

Every product has a customer, a consumer and a retailer or channel partner. To elaborate on this, a customer is simply the one who purchases the product. A consumer is the one who uses the product. A customer and consumer may or may not be the same person. For example, if your mother buys Snickers for you, your mother is the customer and you are the consumer.
A retailer or channel partner is simply the one who purchases goods in bulk from the company at a lower rate than MRP and sell it to the customers at the MRP.

Now, let us understand how Snickers has different value for each of the above groups:

1. Customer:
   The customer is satisfied when the product is easily available, worth the money and is branded.
   Snickers is not only easily available, but also affordable. Moreover, it has the famous MARS brand behind it.
2. Consumer:
   The consumer primarily is satisfied if he/she likes the taste of the chocolate.
   Moreover, as Snickers is promoted as a mini-snack, the consumer eats the chocolate to fight hunger pangs.
3. Retailer:
   The retailer looks for a good profit margin, saleability of the chocolate and is happy when the product has a long shelf life. Moreover, the product must be strong enough to pull the customers to the retailers outlet.

Even though it can be eaten by people of all ages and gender, the advertising is mostly targeted towards young males.