Chapter 6 Flashcards
what are the 3 product attributes
- feature
- function
- benefit
features def
set of attributes
3 types of quantitative attribute analysis
- determinant gap
- perceptual gap
- tradeoff analysis
what are determinant attributes
those that are important and differentiating (ex: this batter can range up to 30000 miles)
determinant gap analysis
position products based on 2 dimensions on a scale from low to high (ex: crunchiness on y, nutrition on x)
what is determinant gap analysis based on
management decisions
what does perceptual gap map measure
perceptions and preferences of customers on brands and attributes
rank 1-5 and top 2 become x and y
what type of attribute analysis uses 1-5 scale of attribute importance?
perceptual gap analysis
what type of attribute analysis uses factor analysis
perceptual gap map
what is tradeoff analysis
way to understand how customers compare and evaluate brands based on their features
what is conjoint analysis
a tool to study tradeoffs customers make when considering product features. shows which features are more preferred and how valuable each feature is
what is an attribute
product features (ex: color, texture)
what is a level
options for each feature (ex: green, soft, crunchy)
drawbacks for tradeoff analysis
- less useful for new to world products
- need to know determinant attributes
- cant handle more than 10 attributes for ranking
- may be tradeoffs made on attributes not mentioned
dimension analysis
when you list out all features of a product and think about how it could be changed: combines, modified, magnified, rearranged, substituted
