According to Jim Blythe in Essentials of Marketing (2012), “marketers define a product as being a bundle of benefits”. This directly infers that a product is more than just physical characteristics. These attributes include warrantee, return policies/services, packaging and more, which is further explained below. McCarthy (1960) noted that “product should fit the task the target consumer want it for, it should work and it should be what the consumer expected to get” (Blythe, 2012). Subsequently, this section organizes the mentioned aspects of a product using Kotler’s product level model. Although this research is exploring attitudes, it also infers product innovation areas. According to Freng Svendsen et al. (2011) consumer involvement is crucial
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Blythe (2012), discussed that need is a perceived lack of “something” (e.g. confidence). The definition implies that individuals acknowledge their lack of “something”. Fundamental needs cover a wide range of factors depending on the nature of the product. However, to be within the cutoffs list, which is a list of considering products to purchase, a product must embody standard requirements or standard values. Kotler and Armstrong (1999) further illustrated this idea by discussing Charles Revson of Revlon. Charles Revson realized that when women are not purchasing the product alone when they purchase lipstick. He then stated “ In the factory, we make cosmetics; in the store, we sell hope” (Kotler and Armstrong, 1999). The hope that Revson discussed is subjective to each consumer, which equates to greater mass customization. Core customer value theory is based highly on consumer psychological, demographic and social factors of consumer behavior. Whilst attempting to resolve their perceived need, consumers build expectations of the product. According to Rust et al. (1999), product preference is achieved when expectation is exactly met rather than overly …show more content…
The name, parts, styling, features, packaging and other attributes are carefully selected and combined to create the actual product an appeal to a certain niche or segment Kotler and Armstrong (1999). While selecting attributes, companies can be fairly creative since one segment is different than another. However, due to the limitations of the researcher, the empirical framework only includes packaging and labeling, fragrance and brand image.
Branding is an organization using a name, phrase, design or symbol or a combination to identify and distinguish their products or service from competitors (Kerin et al., 2006). According to Wu and Lo (2009), brand attitude is the overall attitude of a consumer towards a brand that ultimately determines consumer behavior towards that brand. Rust et al. (1999) also included that consumers prefer consuming products from well-known brands since risk would decrease. However, in reference to Kerin et al. (2006), added value from the brand beyond its actual function is called brand equity. Which infers that consumers can gain inaccurate perceptions and attitudes of product performance based on brand alone. Nevertheless, Laroche et al. (1994) argues that attitude towards a brand it based one the perceived functionality as well as the perception of other brands that sells the same product. Meanwhile, Ahmed et al. (2014) acknowledges that brand
Blythe (2012), discussed that need is a perceived lack of “something” (e.g. confidence). The definition implies that individuals acknowledge their lack of “something”. Fundamental needs cover a wide range of factors depending on the nature of the product. However, to be within the cutoffs list, which is a list of considering products to purchase, a product must embody standard requirements or standard values. Kotler and Armstrong (1999) further illustrated this idea by discussing Charles Revson of Revlon. Charles Revson realized that when women are not purchasing the product alone when they purchase lipstick. He then stated “ In the factory, we make cosmetics; in the store, we sell hope” (Kotler and Armstrong, 1999). The hope that Revson discussed is subjective to each consumer, which equates to greater mass customization. Core customer value theory is based highly on consumer psychological, demographic and social factors of consumer behavior. Whilst attempting to resolve their perceived need, consumers build expectations of the product. According to Rust et al. (1999), product preference is achieved when expectation is exactly met rather than overly …show more content…
The name, parts, styling, features, packaging and other attributes are carefully selected and combined to create the actual product an appeal to a certain niche or segment Kotler and Armstrong (1999). While selecting attributes, companies can be fairly creative since one segment is different than another. However, due to the limitations of the researcher, the empirical framework only includes packaging and labeling, fragrance and brand image.
Branding is an organization using a name, phrase, design or symbol or a combination to identify and distinguish their products or service from competitors (Kerin et al., 2006). According to Wu and Lo (2009), brand attitude is the overall attitude of a consumer towards a brand that ultimately determines consumer behavior towards that brand. Rust et al. (1999) also included that consumers prefer consuming products from well-known brands since risk would decrease. However, in reference to Kerin et al. (2006), added value from the brand beyond its actual function is called brand equity. Which infers that consumers can gain inaccurate perceptions and attitudes of product performance based on brand alone. Nevertheless, Laroche et al. (1994) argues that attitude towards a brand it based one the perceived functionality as well as the perception of other brands that sells the same product. Meanwhile, Ahmed et al. (2014) acknowledges that brand