CREATING THE MODEL OF THE PRODUCT FEATURES AND BENEFITS AS THE BASIS OF MARKETING RESEARCH
CREATING THE MODEL OF THE PRODUCT FEATURES AND BENEFITS AS THE BASIS OF MARKETING RESEARCH
Author(s): Ekaterina Aleksandrovna UsachevaSubject(s): Economy, Marketing / Advertising, Socio-Economic Research
Published by: Бургаски свободен университет
Keywords: multi-attributed model; consumer’s perception; features and benefits; marketing research; competitive analysis
Summary/Abstract: The perception of the product as a composition of objective and subjective features, benefits and controlled parameters makes possible to take a closer look at the significance of specific attributes for the customer, to expand the possibilities and directions of competitive analysis and customize product offering. An original model is build not only for each product or service, but also for a specific product offering of a particular company.
Journal: Съвременни управленски практики
- Issue Year: 2019
- Issue No: X
- Page Range: 63-66
- Page Count: 4
- Language: English
