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Customer Needs The things customers need satisfying when they buy products or services. price How much customers are willing to pay for a product or service. It will influence their decision to purchase or not and help determine image. Quality Described as 'fitness for purpose' and will influence image. Choice The variety on offer eg Caffe Nero, Starbucks, Costa etc Convenience Something that saves time or makes things easier eg ready meals Gap in the Market Occurs when no business is serving particular needs in the market. Primary Research Information that has been gathered for a specific purpose, such as finding out if your customers like your products. Secondary Research Information that already exists such as Government…