THE PRODUCT CONCEPT

This concept is that consumers will favor that product, which offers most quality performance and


innovative features. The managers of this concept focus their attention towards making products more

superior and keep improving it. They assume that consumers admire and prefer well-made products

and appraise quality and performance. Automobile industry is one good example. There is always,

however, a chance that managers get caught in their own outlook and ignore what customers need.

Sometimes, they push certain features too far and overlook the customers’ real needs.