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Gestion de Mercados Etapa 1 PDF
Gestion de Mercados Etapa 1 PDF
Product attributes can be tangible or intangible. Tangible ones are associated with the
senses, with all that can be felt: shape, color, texture, etc.
Intangible ones are those that cannot be felt; examples of these are attributes of security,
benefits and other services.
Design
Consumers buy products not only to meet a specific need, but also to get pleasure from its
use, an aspect that involves values related to affection. This is why when referring to design
we must focus on the world as it is today and take into account technological advances apart
from the rough design (i.e.: the elemental handmade). In this way, the product includes new
elements that affect the future projection and daily lifestyle.
Brand
The brand refers to the product identification and differentiation. This concept is important
because there is a great competition rate based on it. The label identifies the product by its
name, that is, the word or words that will refer to the product or, if you do not remember
the name, the product can be identified by an emblem or symbol that must accompany it.
Moreover, consumer expectations are created through the brand, which is supposed to
capture the attention in order to find out how successful it has been, if it is within the
advertising range and if it is truly what is expected. We have to keep in mind that branding
is done depending on the levels of research, especially to meet consumer needs. The brand
will be a leader provided that it meets the expectations of selected consumers since they
determine if it is good, fair or does not exist on the market.
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