If a brand has a good reputation, customers and businesses, are more likely to purchase that brand. Examples include logos and packaging. These need to capture the attention of their customers because businesses have competition and therefore need to stand out. B2C transactions are likely to use marketing such as advertising, direct and Internet selling to market their products and services. But promoting the website involves some cost and competition from established websites. Threat of substitutes: Health being an essential part of life the demand for consumer products is elastic.