PRESTIGE INSTITUTE OF MANAGEMENT AND
RESEARCH
MBA FA (A) SEMESTER 1
SUBJECT- MARKETING MANAGEMENT
TOPIC – PRODUCT CHARACTERISTIC
SUBMITTED TO :
SHWETA CHOUDHARY MAM
GROUP MEMBER
NAME
MANSI ASATI
ISHIKA JAIN
PARIDHI JAIN
ROHIT KUMAR SINGH
SHUBHAM JHA
ROLL NO
28
22
34
43
54
Product
• A PRODUCT CAN BE ANYTHING THAT CAN BE OFFERED TO THE MARKET TO
SATISFY A WANT OR A NEED.
• A BUNDLE OF ATTRIBUTES, OFFERING FOR USE/CONSUMPTION BY THE FINAL
CUSTOMER.
Products that are marketed include Physical goods
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Services
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Experiences
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Events
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Persons
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Places
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Properties
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Organizations
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Ideas
Levels of a Product
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5 basic levels
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Each level adds more customer value
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CORE BENEFIT
BASIC PRODUCT
EXPECTED PRODUCT
AUGUMENTED PRODUCT
POTENTIAL PRODUCT
Product Characteristic

A product characteristic (PC) is an attribute of a product that describes its ability
to satisfy its purpose in a larger system. PCs describe what a product must be.
They serve as labels by which to group other kinds of requirements.
five product characteristics.
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Functionality
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Usability
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Producibility
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Maintainability
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Sustainability
5 Product Characteristics that influence the
Adoption Rate
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Relative Advantage.
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Compatibility
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Complexity.
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Divisibility
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Communicability
Types of Products
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1. Consumer Products: -
Bought by final consumers for personal consumption
Categorized as…
A.
Convenience products ; -
- Bought frequently, immediately with minimum comparison and buying effort.
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Are low priced
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Available in many locations
e.g. Soap, candy, newspapers, fast food
Convenience products
Consumer product
B. Shopping Product; - Characteristically compared on the basis of suitability, quality, price and style while selection
and purchase.

Distributed through fewer outlets
e.g. Furniture, clothing, used cars, major appliances, hotel and airline services.
Shopping product
C. Specialty Product; - Has unique characteristics or brand identification for which a significant group of buyer is willing to make a special
purchase effort –
- People travel even long distances to buy them (Lamborghini) –
- No comparison is involved in buying.
e.g. Specific brands, types of cars, high priced photographic equipments, designer clothes, services of medical/ legal
specialists
• d. Unsought Product; - Consumer either does not know about/ knows about but does not normally think of buying it. - Require a lot of advertising,
personal selling and marketing efforts.
e.g. Life insurance, pre planned funeral services and blood donations.
2. Industrial Products: Distinguished from consumer products on the basis of usage
e.g. A lawn mower
1.
Materials & parts
i. Raw materials & parts: - Farm products, (wheat, cotton, livestock, fruits, vegetables)
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Natural products (fish, lumber, crude oils, iron ore)
ii. Manufactured materials & parts: component materials (iron yarn, cement, wires) –
Component parts ( small motors, tires, castings)
b. Capital items
- Aid in buyer’s production or operations
i. Installations: - Major purchases (factories, offices)
- fixed equipment ( generators, elevators, computer systems)
ii. Accessory equipments:
- Portable factory equipments and tools (hand tools, lift trucks)
- Office equipments ( computers, fax machines, desks)
c. Supplies and Services: Are convenience products
i. Supplies - Operating supplies (Lubricants, coal, paper, pencil)
- Repair and maintenance (paint, nails, brooms
ii. Services - Maintenance and repair services (window clearing, computer repair)
- Business advisory services ( legal, management, consulting, advertising)
Thank
you