Answer to Question #300402 in Marketing for Mohd Danish

Question

Create a “level of attributes” diagram for a car rental. Include its core benefit, expected attributes, and add-on attributes. Have any of these attributes changed over the past 10 years?

Answer 1

A level of attributes diagram of a car rental is as follows:

Core benefits refer to the features or services that make a product or service valuable to the customer. These benefits provided by a car rental service include providing a car on rental for a specific time and cost in a good condition that would be able to help the customers in travelling to different places. This would also involve speed for travelling in short time, convenience, fully filed fuel tanks, brakes working properly and vehicles in a condition to travel long distances.

Expected attributes refer to tangible and physical products that are being offered to the customers. This would include the cares that are provide for rental service in good conditions, without any physical damage, customer service support, warranty of service, insurance costs, pollution checks and others.

Add-on attributes are the ones that provide additional value to the product or service being offered. Here, the attributes would be music system in the cars, AC, pollution controllers, design and looks and others.

These are the three attributes that are fundamental to a product or service being provided to the customers. These three levels of a product have been extended to a five layer model put forward by Kotler, which includes core benefit, generic product, expected product, augmented product and potential product. Apart from the three layers discussed, the two new layers added are generic and potential product. Generic product refer to those attributes or characteristics that are essential for functioning or a product, while potential layer refers to the modifications or transformations that the product or service can undergo in the future as per customer requirements.