Product characteristics ultimately influence customers’ decisions when making purchases. Customers must make choices based on product quality, functionality, price, aesthetics, warranty, and purchase convenience, to name a few. Some of these criteria simply indicate personal preferences (order winners), whereas others reflect a product line’s status as a viable competitor in the purchase decision (order qualifiers).
For this activity, respond to the following:
- Describe the differences between order winners and order qualifiers.
- Provide three examples of order qualifiers.
- What is your most important order winner in the decision to purchase a vehicle (e.g., size, fuel economy, price, safety performance, or aesthetics)? Explain why.
A minimum of one reference is required.