Product Attributes in Marketing

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A list of all a product’s properties is essentially what makes up product attributes. Let’s understand how product attributes are used in marketing, types of product attributes and its examples.

Product Attributes

Product attributes are all of a product’s physical and intangible characteristics that fully and entirely characterize it.

Products, like most things in the universe, have a number of primary qualities that collectively contribute to their overall functions. Product attributes must be accurate and informative for marketing purposes.

Product attributes might include:

Specific product features
Pricing

Aesthetics
Design
Weight

Color
Size
Ingredients

Material

Types of Product Attributes

As previously established, a product’s attributes can be:

Tangible: refers to any quality that can be felt via touch and has a physical form. An example could be all of these attributes of a smartphone let potential buyers’ picture how it would look and feel in their hands.

Intangible: refers to qualities that cannot be felt through touch and have no physical form. An example could be the hardware specifications for smartphones which include things like battery life, internal storage, and screen resolution.

More crucially, product qualities are all the minor details of a product that have an impact on the consumer’s buying decision.

Therefore, a buyer may be prompted to make a purchase as a result of a product attribute that directly adds value to them.

The characteristics of the product work together to meet client needs. Understanding product attributes is crucial since decisions about product development or brand development are always based on the needs of the customer.

Example of Product Attributes

Below are the examples of product attributes.

→Brand

Brand is just the name of the firm that made the product, but it’s also a useful attribute for narrowing the selection of products by a particular manufacturer.

→Product’s Name

A product’s name serves as a description and may include information about the manufacturer, model, and other factors. such as the name, colour, and model “Blue iPhone 14 Plus .”

→Product Type

Product type refers to the categories of goods that your company sells, which are loosely classified as physical, digital, and services.

→Product Images

Product images are high-quality photos that highlight characteristics like a phone’s size, design, and screen.

→Retail and Cost Prices

The retail price is what the buyer should pay; it is made up of the product’s cost plus a markup, which is a percentage added to the price to make it competitive with competing offerings, among other factors.

→(Stock Keeping Unit) SKUs

SKUs are alphanumeric barcodes that are exclusive to each shop and stand for “Stock Keeping Unit.” This code can be used to track the movement of inventory and contains details on the product, its manufacturer, and its cost.

→Category

A category is a collection of products with similar qualities, such as smartphones. Although, depending on how diverse your selection is, they might be a part of a larger category like Electronics.

→Weight

Weight is the measurement of an object’s mass in grams or another unit, with or without packaging. It can be crucial to assess whether a customer feels comfortable handling a product like a phone. However, it can be important to determine the type of delivery that bigger items would require.

→Barcode

A barcode (ISBN, UPC, GTIN, etc.) is a two-dimensional code that can be read by an optical scanner or a tool like Google Lens and carries product information like an SKU.

→Variants

Variants are the various shapes and sizes that a product can take, including case cover color, clothing size, and memory capacity.

→Custom attributes

Custom attributes are specific product characteristics that are necessary for your choice but aren’t frequently supplied in data management systems.

→SEO fields

SEO fields are metadata, such as image alt and title, that help online users find your products.

•META Titles

These titles, also known as title tags, are what search engines and website users use to determine the subject matter of any given page on your website.

You’ll see this text at the top of your browser. The goal of title tags is to be as accurate and precise as feasible. For users to quickly understand the content of their search result and how it relates to their query, META Titles are essential.

These must be of good quality because they are frequently the main piece of information visitors use to pick which information to click on.

•META Description

META Description is an HTML attribute that, in addition to the META Title, provides a brief summary of your product.

It clarifies the topic of your page to both search engines and users.
The click-through rate greatly depends on the META description. Visitors may click on your link to inspect your product and learn more about it if your META description is appealing enough.

•META Keyword

Another form of META tag that can be seen in the HTML code of a web page is a META keyword.

META keyword helps search engines understand the subject matter of your page.

To add value to your content, the keywords you employ must always be pertinent to the information on your website.

Benefits of Product Attributes?

→ For Vendors

Vendors use product attributes to learn about emerging trends, plan their inventory wisely, and more quickly spot growth opportunities.

Which model red or the black—sells more quickly? either the smaller or the bigger one?

Your qualities should be created in a way that caters to the increasingly specialized consumer searches and inquiries that have developed over time.

Marketing professionals must create product descriptions that appeal to the target market’s interests, with each feature serving as a strong selling point.

→For Retailers

In a crowded e-commerce market, using product features might help your product stand out to customers.

Managing Product Attributes is essential since it makes your products stand out from those of competitors. Companies should list the features of their products in a way that is clear to the average user.

Product attributes are crucial components that marketing teams typically use in order to sell products online. Customers may learn all the details about a product from its qualities rather than just from looking at a photograph of it on an e-commerce website. So, to summarise, marketing teams can use the listed product qualities to make a more appealing story about the product.

Lots of market research is necessary to fully comprehend the needs of the target audience in order to assist design a powerful branding and marketing campaign. Teams can begin to link the attributes of the product with the needs of the consumer once that data has been gathered.

Management of Product Attributes

It is clear that the product development cycle, as well as all marketing, branding, and sales initiatives, depend greatly on the product attributes.

A brand needs to manage its product attributes for every product group with extreme care.

The list below includes some suggestions for managing certain product attributes.

List all the attributes – Making a list of all the attributes is the first step in managing product attributes. Teams will grasp the relative significance of each quality by making a list of them.

Create cross-functional teams – It will take cooperation between various product teams to extract meaningful value from the knowledge of product attributes. Cross-functional teams can collaborate to assist with modelling, product development, market research, etc.

Create segments and categorize-Once all the attributes have been listed, teams can go on and separate them into categories like quality, physical attributes, material attributes, etc.

Gather all the data: Gather all the data and arrange it in a readable document so that all the teams may refer to it now that you have the segments. The data is organized for teams to quickly comprehend all of the product’s attributes.

Check out the competitors and product reviews: To improve the current product, the next step is to research the competition and product reviews.

Considering the features of your competitor’s product can therefore be helpful. To find out about any problems or client requirements, you can also consult user feedback. By rearranging existing attributes and adding new ones, a strategy can be created to enhance the current product.

Product Attributes FAQ

1- How Do Product Attributes Influence Marketing Strategy?

Since attributes affect consumer buying choices, they also have an impact on how you should promote your goods. For instance, to get more attention from the target audience, you may center your campaigns on your unique attributes.

2- What Is the Difference Between Product Attributes and Product Benefits?

Product attributes are fixed qualities that can be seen clearly from a distance. The list of features you display can vary based on your target market, brand, or current campaign.

Benefits, on the other hand, are purely subjective observations. These essential characteristics can differ from one customer or shopper category to another.

3- Why is product attribute important?

Marketers and consumers both value certain product attributes. Since attributes offer benefits that consumers want when buying a product and comparing it to competing brands, consumers utilise attributes as the basis for evaluating a product.

4- What is the difference between product features and attributes?

It is product attribute if you can sell it separately from other products. If you can’t sell it separately, it should called as a feature of the product.

Product Attributes in Marketing | Types | Examples