A product is more than meets the eye. It is the total package that brings satisfaction to a consumer. “A product consists of the basic physical offering and an accompanying set of image and service features that seek to satisfy needs.” It is the tangible features that can be seen and the intangible image and service features that we cannot see but which make the product what it is.
As an example, an Intellevision home computer game by Mattel.
- Is a rectangular box with wires connecting it to a television set (physical characteristics)
- Has a warranty and service facilities (service characteristics)
- Has prestige associated with ownership of a relatively new product innovation (image)
These characteristics, whether tangible or intangible, are designed to produce consumer satisfaction.
More from this Section
Organisation— people with shared aims coming together to achieve those aims. This involves ...
Report means an orderly, objective message used to convey information from one organizational ...
- Advertising media
Advertising media is the personal or non personal means of sending a message to a target ...
- Businessowners policy
Businessowners policy is a package policy specifically designed to meet the basic property ...