Tangible Product

Tangible Product

Definition

• Tangible means "perceptible by touch."

Aspects of Tangible Products

1. Physical Characteristics

   • Includes features that can be touched and held.

   • This idea can be expanded to also include the characteristics of the product that directly “touch” the buyer in the buying decision.

2. Evaluation Factors/Product Elements (To Make Buying Choices) (PQBSP)

   • Product features

   • Quality level

   • Brand name

   • Styling

   • Packaging

Importance of Tangible Aspects

• Varies across products, situations, and individuals.

  • Example:

    • Car choice (i.e., the core product equates to transportation)

      • Age 20: Car choice based on gas mileage, styling, price - GSP (e.g., Toyota Yaris).

      • Age 45: Car choice based on quality level, power, features, brand prestige - QPFB (e.g., Audi A6).

Conclusion

• Tangible components affect consumer buying decisions significantly.