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Each market and segment displays a different set of motivations ranging from functional to emotional and self-expressive motives

EMOTIONAL
SELF-EXPRESSIVE
FUNCTIONAL

Functional benefits are based on a product attribute that provides the customer with functional utility.

Provide customers with a positive feeling when they purchase or use a particular brand.

Provide an opportunity for someone to communicate his or her self-image.

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Using this framework, we have analyzed different categories

across multiple countries

United States of America
Canada
Kingdom of Saudi Arabia
United Arab Emirates

Ready to Eat Cereal

Natural & Organic

Veggie

Snack Bars

Frozen Breakfast

Salty Snacks

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Ready to Eat Cereal
Salty Snacks
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United States of America

Canada

Kingdom of Saudi Arabia

& United Arab Emirates