Most consumers, when thinking of making a purchase, look first at the core or raw product. With Gala, the 'raw products' are Bingo and Gaming, i.e. Roulette, Poker etc. When deciding what and where to buy (play), however, consumers are influenced by many factors, of which the raw product is only one part. They have high expectations of their requirements over and above the product e.g. they want to feel valued as customers and to enjoy a good service experience.