LEGO Group, is a Danish toy production company based in Billund. It is best known for the manufacture of LEGO-brand toys, consisting mostly of interlocking plastic bricks. (Wikipedia)
LEGO sells not only a toy, but creativity and emotions. LEGO groups the customers based on the roles undertaken in the decision-making process into several categories, for example:
- Users – children
- Buyers/deciders – parents
- Influencers/initiators – grandparents
LEGO recognises that users, buyers and influencers, play various roles in the purchase decision-making process. Based on the differences in the behaviour of various roles in purchase decision-making process, company may adapt Marketing Mix decisions. Product decisions are adapted to satisfy “users”, Place and Price — “buyers”, and Promotion “influencers”.