CREATING THE MODEL OF THE PRODUCT FEATURES AND BENEFITS AS THE BASIS OF MARKETING RESEARCH

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.