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Customer Benefits, Product, Value & Kano Method

When you shop do you buy product features or customer benefits? Does your choice decision depend of the product category? Can you ever really know the actual reason why you selected a particular product?

Do you agree with the staple "Yourself to an Order" concept or is it a lot of bunk? If you could only pick one concept for your company to increase opportunities to improve customer value would you choose staple "Yourself to an Order"or Empathic Design? Why?

Think about a product you recently purchased. Are you satisfied or dissatisfied with the product? Was your purchase influenced by the perceived value of the product? Can you apply the Kano Method to explain you choice and whether you are satisfied or dissatisfied?

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RESPONSE:

1. When you shop do you buy product features or customer benefits? Does your choice decision depend of the product category? Can you ever really know the actual reason why you selected a particular product?

This question is straightforward, and I think it depends on the purchase, and often both are involved when I purchase a product (at least some products).

For example, when purchasing a vehicle, I am considering both the product features e.g., color, size, shape, seats, etc. and the benefits e.g., number of miles per gallon will benefit my bank account, size offers comfort or not, etc. Sometimes it is comparing the two, and giving up some of one for the other. Although I like comfort and a larger van (product feature), the smaller SUV gets better gas mileage (benefit). In the end, I purchased a larger van, so a product feature (e.g, larger size) was linked to benefits e.g. more comfortable, etc.

b. Can you ever really know the actual reason why you selected a particular product?

I think I do. I know the reason I bought my van. Price was also an determining factor, in addition to the above mentioned reason. Things I buy are often things I need. I do know people who ...

Solution Summary

This solution addresses the discussion questions on various topics, such as customer benefits, product category, value, the Kano Method, and others. The questions are responded to thoroughly.

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