North America NACS, 2010
NACS Council, 2010: The Big Picture: The NACS/Coca-Cola Retailing Research Council previously identified a hierarchy of five shopper needs in the convenience channel.
Basic Needs vs. Emotional Needs:
This hierarchy of shopper needs is depicted as a pyramid with five levels. The three basic levels address the shopper’s basic, fundamental needs for safety, cleanliness and hospitality. The top two levels meet their more advanced functional and emotional needs.