seeking specific benefits-here consumers are looking for a more personalised item; something they regard as my pen. it will be kept in a private place belonging to that individual, who may be reluctant to let anyone borrow it. buying decisions will typically take longer, and involve careful consideration over choice. key features looked for will include the pen being comfortable to hold and its capacity for producing smooth, writing that reflects the individual e.g. by colour or handwriting style. marketing activity therefore needs to focus on these more sophisticated individual need.