Introduction:

When considering buying a product, consumers take into account both tangible and intangible attributes. While tangible attributes are the physical aspects of a product that can be seen and touched, intangible attributes refer to the non-physical features that influence the purchasing decision. These intangible attributes play a significant role in shaping consumer preferences and perceptions. Here are four key intangible attributes that are considered before buying a product:

1. Brand Reputation:

Brand reputation refers to the perception and credibility of a brand in the market. Consumers consider the reputation of a brand before making a purchase decision as it reflects the brand's track record, quality, and reliability. A strong brand reputation builds trust and confidence in consumers, assuring them that the product will meet their expectations. Positive word-of-mouth, reviews, and recommendations contribute to a brand's reputation, influencing consumers to choose products from reputable brands.

2. Product Quality:

Product quality is a crucial intangible attribute that consumers evaluate before buying a product. Quality refers to the overall performance, durability, and reliability of the product. Consumers desire products that will last, function effectively, and provide value for their money. Assessing product quality may involve examining customer reviews, ratings, expert opinions, and warranties. High-quality products are perceived as more desirable and are more likely to satisfy customers' needs and expectations.

3. Customer Service:

Customer service is an intangible attribute that can greatly impact the buying decision. Consumers value excellent customer service as it ensures a positive buying experience and post-purchase support. Factors such as responsiveness, helpfulness, and problem-solving capabilities of customer service representatives influence consumer satisfaction and loyalty. Positive interactions with customer service representatives can create a favorable impression of the brand and enhance the overall perception of the product.

4. Product Features and Benefits:

Consumers consider the features and benefits of a product before making a purchase decision. Product features include the specific characteristics, functions, and capabilities of the product, while benefits refer to the advantages and value it provides to the consumer. Consumers assess whether the product features align with their needs, preferences, and lifestyle. Understanding the benefits that a product offers helps consumers determine if it will solve their problems or fulfill their desires. Clear communication and demonstration of product features and benefits through marketing materials or product descriptions play a vital role in influencing consumer perception and purchase decisions.

Conclusion:

While tangible attributes of a product are easily observable, intangible attributes significantly impact consumer preferences and purchasing decisions. Brand reputation, product quality, customer service, and product features and benefits are essential intangible attributes that consumers consider before buying a product. Evaluating these intangible attributes helps consumers make informed decisions and choose products that align with their needs, expectations, and values.