Answer:
Letter C is correct. <u>Behavioral needs and attitudes of consumers. </u>
Explanation:
Strategic decisions regarding product characteristics will be more affected by the behavioral needs and attitudes of the target market.
A product or service exists to satisfy the needs and desires of the consumer and for which he is willing to pay for the added benefits. Therefore, when implementing a product-oriented strategy, it is necessary for the organization to conduct research on consumer trends and the market in which it is inserted, so that the characteristics of the product are developed focusing on the functional and emotional benefits that the consumer want.
When a company plans to develop a product for a specific market, it is necessary for the company to understand five levels:
1. Central benefit:
Corresponds to the main utility of the product, related to the consumer's primary need.
2. Additional benefits
: These are the other functions of the product, in addition to the central function.
3. Expected product:
These are the basic conditions expected of the product, such as quality and proper functioning.
4. Extended product:
Applied to the brand positioning, it corresponds to the level whose product exceeds the customer's expectations.
5. Consumer system: It is the way the user will use the product, obtain, use, adapt and dispose of the product.
