The core benefit. Delahaye and Smith (1998) suggest that this level answers the question ‘What is the customer really buying?’ When buying a car, we are not purchasing metal, vinyl, leather and paint. Rather we are purchasing a means of transporting ourselves and our families from one place to another. This basic need may be specialised further by the addition of other needs — for example, safety and comfort. The issue may then be complicated further by the addition of wants — a particular look (sporty; expensive; conservative); high power; an even more comfortable ride.