What benefits are communicated or delivered by a products attributes
What are product attributes and what affects do they have to everyone involved in the making and the usage of the product? In this write up I aim to further simplify and clarify your understanding to the benefits communicated by product attributes in detail. In this assignment I will look at the functional benefit and self-expressive benefits delivered by a products attributes.
Definition of terms
According to the Businessdictionary.com a products attributes are defined as “A characteristics or feature of a product that is thought to appeal to customers” Product attributes are the descriptors we use to define the kinds of products. For example, we could describe a t-shirt by the color and size. These attributes mean that in the real physical world your store may only carry one red shirt, but you have three sizes or three “variations.” Product attributes are the aspects and aesthetics of a product that attract the eye of buyer. A product attributes are really important for the produce or manufacturer to perfect as they have an effect on the marketing of the finished good. Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.Consumer behaviour involves the psychological processes that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a product). Product attributes
Product attributes are the features and characteristics of a product that draw in the attention of a customer. These characteristics and features allow the user to further question the marginal utility threshold obtained from the product. Customers and consumers also begin to wonder if their emotional satisfaction is fulfilled by the products attributes and consumers consciously or unconsciously look to be self-expressive fully displaying who there are and what their status is to the public. Consumer Behaviour
Bennett (1989) indicated that consumer behaviour is a dynamic interaction process, which individuals and groups select, purchase, use or dispose products or services for satisfy their needs and desires. Consumer behaviour has a direct effect to the benefits delivered by a products attributes to both consumer and manufacturer. In an ever changing environment of technology consumers will always respond to what best suits their need and wants. Consumers will always look at three aspects of a products attributes that, being the functional benefit, emotional benefit and the self-expressive benefits. www.marsdd.com informs us of “functional benefit providing the customer with a functional utility.” The emotional benefits refer to the sentimental feeling consumers gain from product of which in numerous cases is good or positive feeling. Self-expressive benefit of a products attributes involve a consumer being able to expressive themselves openly through the use of a product. We take cultural influences for granted, but they are significant. An American will usually not bargain with a store owner. This, however, is a common practice in much of the World. Physical factors also influence our behaviour. We are more likely to buy a soft drink when we are thirsty, for example, and food manufacturers have found that it is more effective to advertise their products on the radio in the late afternoon when people are getting hungry. A person’s self-image will also tend to influence what he or she will buy, an upwardly mobile manager may buy a flashy car to project an image of success. Social factors also influence...
Please join StudyMode to read the full document