4 Concepts of Product: Physical, Extended, Service, and Total

4 Concepts of Product

A product is something that we consume to fulfill our needs. It is something that has the ability to satisfy our needs and which is made through some process.

The product is conceptualized in four ways. Let’s explore these four concepts of product – tangible, extended, service, and total product concept. Each of these product concepts provides a distinctive perspective on how products can be understood and defined in the concept of marketing.

Physical Concept

The physical concept of a product is quite straightforward. It sees a product as something tangible or physical that you can touch and see. This is the most basic way to think about a product.

For example, a bicycle, a smartphone, or a pair of shoes are all physical products. This product concept was used a lot in the past, but today, it’s not enough. Consumers want more than just what they can touch.

Read More: Core Product – Definition

While this concept is simple, it’s the foundation for all other product concepts. Understanding the physical aspects of a product, like its design, quality, and color, is crucial. It helps companies create products that people want to buy and use.

Extended Concept

The extended concept of a product also called the augmented concept goes beyond its physical form. It’s like adding extra toppings to a pizza to make it more tasty. In this concept, a product includes not just the physical item but also other things that come with it, like warranties, customer service, and other special features without extra costs.

For example, when you buy a smartphone, you might get a warranty, free apps, and customer support. These extras are part of the extended concept.

Related: Augmented Product – Definition

This concept is crucial because it makes products more attractive to customers. It’s like offering a bonus along with the main item. Businesses use the extended concept to stand out in the market and provide more value to consumers. It helps build trust and loyalty because customers know they’re getting more than just the basic product.

Service Concept

The service concept of a product is like buying an experience rather than a physical item. It’s when the main focus is on the service or assistance that comes with a product. You can’t touch or see the product; instead, it’s about what the product does for you.

For example, when you book a flight ticket, you’re not buying a physical plane, but the service of flying from one place to another. Similarly, when you get insurance, you’re purchasing the service of financial protection.

Read More: Actual Product – Definition

This concept of product recognizes that many products today involve more than just what you can hold. It’s essential because it helps businesses understand that customers value the overall experience and assistance that comes with a product. Providing excellent service can lead to customer satisfaction and loyalty, which are vital for a company’s success.

Total Product Concept

The Total Product Concept is about giving customers more than just a physical item. It includes everything that makes buying a product a complete experience. It’s like getting a package deal.

For example, think of buying a smartphone. It’s not just the phone; it’s also the customer support, the warranty, and the cool accessories that come with it. Or consider a hotel stay – it’s not just the room; it’s the friendly staff, the great service, and the delicious breakfast.

This concept puts the customer in the center. It’s crucial because it helps companies understand that customers want more than just a product; they want an excellent experience. By focusing on the total product, businesses can make sure customers are happy and keep coming back for more, which is vital for long-term success.

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