In this study, a framework is proposed to help marketers' product attribute decisions. The framework classifies attributes based on the degree of importance and that of differentiation. It can help product managers to identify attributes that are more strategic and decisive. Also, it can help identify exaggerated but hardly critical attributes.
Based on consumer survey in Korea and U.K., brands for color television sets are classified into three groups depending on the level of perceived quality among consumers.
Then, the framework is applied to each group of products for consumers in each country. Then, strategic implications of the analyses are presented.
