To create profitable products, marketers and developers must research consumer behavior and base their products on the preferences of their target customer. Consumer behavior is the buying process that takes people from realizing that they have a need that a product can satisfy all the way through the purchase and their post purchase thoughts and activities. Markets plan products with features that attract and satisfy consumers throughout every step in their buying behavior. However, not everyone wants or needs the same product features, so product developers often create products that target the needs of specific customers.
Consumer Decision-Making Process
First, the consumer recognizes that they have a problem that can be fulfilled by a product. In same cases, the problem is only realized after a clever advertisement informs the consumer of their problem. Next, the customer searches for information about their product choices. For simple, routine products the information search involves scanning through memories of products. More involved searches, for expensive or non-routine products, may incorporate discussions with peers and Internet searches. Then, the consumer evaluates each alternative and eventually chooses a product. After the purchase is made, consumer behavior enters the post-purchase evaluation stage, this is when the consumer decides if she likes the product and if she’d like to buy it again in the future.
Core Product
The product developer’s job is to make the product extra appealing to the intended customer. The product’s concept incorporates the product’s basic function with the added features that make it more appealing to different types of consumers. The core product is the basic benefit, minus all the bells and whistles. Cereal’s core product is the elimination of hunger, a car’s core product gets from point A to point B. The core product attracts consumers in the “need” stage of behavior.
Actual Product
The actual product attracts consumers in the “information search” stage of behavior. If cereal’s core product is satisfying hunger, then it’s actual product is the box full of processed, sugar coated grain. Actual product features might include the core product plus special features, the packaging, the brand name, the quality and the overall appliance of the product.
Augmented Product
The augmented product features bells and whistles. Augmentation includes support features such as warranty, bonuses and continued service. This product attracts consumers during the “evaluation of alternatives” stage and helps keep them happy post-purchase. Marketers tweak the actual product and product augmentation to appeal to a variety of customers. This creates “product lines” that have different target customers without costly changes to the core product.
Sources:
- San Diego State University: Consumer Behavior
- “Marketing: Real People, Real Choices, Fifth Edition”; Michael R. Solomon et al.; 2008
- University of Delaware: Product Planning
Alison Lyke - I am a professional freelance writer based out of Rochester, NY. Besides writing, my interests include music, philosophy, camping, yoga, ...
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