MKTG6004 Lecture Notes - Lecture 6: Air Freshener, Shampoo, Cluster Analysis

• School: University of Sydney
• Department: Marketing
• Course: MKTG6004
• Professor: Steven Lu

Document Summary

Any product can be described by citing its attributes. Attributes are of three types; features (what product consists of), functions (what it does and how it works), and benefits (how it provides satisfaction to the user). A feature permits a certain function, which in turn leads to a benefit. A shampoo may contain certain proteins (feature) that coat the hair during shampooing (function), which leads to more shine (benefit). Determinant gap map: two or more factors are chosen and the result is a map of the brands each in relationship to all others on these two factors. Attributes used in gap analysis should be differentiating and important (determinant attributes as they help determine what brands are bought). These maps are speedy and efficient but might be driven by only managerial judgement (customer perceptions might be different). example. Perceptual gap map based on attribute rating: this method asks market participants to tell what attributes they believe products have.