The particular advantages or gains that are attained by an individual as a result of purchasing or using a particular product or service.
While a product or service is commonly viewed as being able to provide one or more functional benefits to a consumer, such as a running shoe’s ability to provide its wearer with good traction while running, the same product or service may also possess numerous other non-functional benefits to a consumer. For example, a running shoe’s original styling can provide a self-expressive benefit in that it provides a means for allowing consumer self-expression. Similarly, a running shoe’s reputable brand name can provide an emotional benefit to a consumer in that it can provide comfort, reassurance, and a sense of trust to the consumer who is new to running but who nevertheless recognizes the running shoe’s brand name.
Marketers of new products and services must seek to understand and strategically manage the range and benefits provided by the offerings. In particular, astute marketers will recognize that, for some offerings, functional benefits can actually be less important to certain consumers than other non-functional benefits including emotional or self-expressive benefits.
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