Functional and Psychological Attributes Essay

Functional and Psychological Attributes Essay

Functional and Psychological Attributes Essay

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Question Description

I’m working on a marketing question and need an explanation and answer to help me learn.

Functional and Psychological attributes determine the level of customer satisfaction in the post-purchase because functional attributes refer to those features the product has that makes it stand out or just simply allows it to do what it is supposed to do and the extent to which it did as expected by the customer. For example, durability, reliability, competitive pricing, and performance.

Now, Psychological attributes refer to how things carried out and were done between the buyer and seller. This means the buyer’s feelings about the purchase process and the relationship with the salesperson. Salespeople have to go beyond buyers expectations to have a significant positive impact on customer satisfaction and make the difference between competitors. For example, competence, attitude, behavior, trustworthiness and innovation in providing solutions.

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Not all customer give the same importance to each attribute. For example, my mom is one that is not very knowledgeable of technology and their functional attributes but if there is a salesperson that genuinely helps, has a positive impact on her, has a good attitude and competence my mom will buy the product and go back to that salesperson for more in the future.————————————————————————————————————————————————————————-

Functional attributes contribute to the customer’s judgement of whether or not the product or service is performing up to standard. These standards would be characteristics like reliability, durability, and competitive pricing. It is crucial for a product or service to have the functional attributes typical of its type of offering, otherwise a buyer would be unlikely to even consider purchasing it in the first place. For example, a clothing company would hardly give attention to a proposal from a manufacturer that is unable to produce enough units for the company’s demand. Satisfaction from functional attributes is derived from whether or not the buyer feels that they received the “full package” for what they paid for.

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Psychological attributes effect how the buyer views the salesperson and the overall purchasing experience given by the seller. Some of these attributes include the seller’s consideration for the buyer, responsiveness, and capability to resolve any arising issues. The psychological side of the post-purchase evaluation is where a particular company can differentiate itself from the competition because every seller has their own unique way of connecting with the buyer and providing solutions beyond the product itself. Customers tend to have a special appreciation for these attributes because they vary more between companies.

According to the two-factor model in the textbook, psychological attributes hold more influence over a buyer’s satisfaction post-purchase. I can see how this is true because functional attributes are important, but often overlooked since they are expected if the product or service was the prime choice among its competitors. Psychological attributes are more noticeable since they focus on the social interaction between the buyer and seller.

Functional and Psychological Attributes Essay

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