Five Levels of a Product

  1. Core benefit – The fundamental service or benefit that the customer is really buying.
  2. Basic products – Is the physical/ tangible product
  3. Expected product – Set of attributes and conditions that buyers normally expect and agree to when they purchase a product.
  4. Augmented product – This is what customers desire beyond their expectations e.g. warranty, repair services, toll free help no etc.
  5. Potential product – This encompasses all the augmentations and transformations that the products might ultimately undergo in the future.



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