Case Study: Functionality And Pricing

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Functionality and Pricing Part A: With Products, Is It Form or Function? Strong brands influence purchase behavior (Dyson, 2016). Marketers must, therefore, focus on triggering motivating impressions amongst the consumers. Particularly, they must ensure that as consumers contact the brands, news, gossip and publicity will be inevitable (Gassmann, 2010). To achieve this, the functionality of the product should be unrivaled. Simply, product functionality is the key to brand success. With the massive expansion of credit availability since the 1970’s, consumers have been allured into making impulse purchases (Pusvasiu, 2015). They are therefore likely to be attracted to the design of the product and in the process fail to consider its functionality. Nevertheless, when the consumer is not fully satisfied with the functionality element, remorse will be the result. Therefore, a company that wants to achieve longevity and sustainability must consider the functionality aspect of the products. Indeed, whereas the form factor in a product creates a rewarding experience for the consumer, a company may, in the long run, fail due to a lack of repeat business. The competition may in the process come up with products of superior…show more content…
The process involves adding value to products to enable a firm to charge different prices for a category of products. Besides, as Board of Metropolitan Montreal (2009) explains, consumers do not just purchase a product, but rather the benefits that they achieve from the product. A firm that markets the perceived benefits of a product is, therefore, likely to be successful when compared to the one marketing a product based on the cost of production. For instance, Mercedes-Benz and Rolex watch are purchased because of the perceived benefits marketed to the consumer (Callander,

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