The last feature (value drivers) is one companies should especially focus on, since it can be used to justify higher prices. It therefore is something customers are willing to pay more for. In the shoe example, a value driver would be a material that is perceived as being of high quality. When it comes to effective monetization, the third category of features, value drivers, is what companies should pay particular attention to. Preference drivers determine which product each customer will buy based on their own tastes, such as the color of the shoe. Therefore, if the shoe isn’t available in the right size, the customer won’t buy it, no matter the price. If a product lacks these hygiene factors, it is ruled out by the customer. The available range of shoe sizes is a hygiene factor, since the attribute shoe size needs to be obtainable in a specific characteristic for the shoe to be considered by a consumer at all. What does that look like in real life? Taking for instance a customer looking to buy shoes.
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