When a customer decides to buy a product, his/ her main focus lies on the utility which he/ she receives while consuming it. A customer seeks different types of satisfaction from the product. Benefits derived from a product can be of three types - functional benefits, psychological benefits and social benefits. For instance, when a consumer purchases a car, it provides him functional utility as a means of transport. Besides, he also receives a psychological benefit in the form of pride and self-esteem that he has bought a car. Along with it comes the social benefit in the form of acceptance by the peers. Thus, a product is said to be a bundle of utilities and a buyer while buying a product values all such kinds of utilities.