equating the above with the buying process of a customer of Ship, we can see that the there is no direct need that can be established with lighting a match. creating fire is a means to an end; the end being smoking a cigarette or having a nice smelling room by lighting an agarbatti etc.
having established a need for which one needs fire, the customer now evaluates from where he or she can accomplish creating fire. It could be a lighter, a matchstick or a stove; in the order of convenience.
or a matchstick, lighter then stove; in the order of cost effectiveness.
Depending on availability coupled with the above two priorities, the customer has now decided to purchase a matchbox. He or she will now decide (or in this case not decide but be pushed with) a brand to purchase. Giving credence to the strong distribution system of WIMCO, let us assume the retailer was stocked on Ship.
The customer has now purchased a Ship matchbox, post which there seems to be no post purchase evaluation considering the low value of the product and the consumers indifference to that value.
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