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Attributes are those descriptive features that characterize a product or service- what a consumer thinks the product or service is or has and what is involved with its purchase or consumption. Product-related attributes are the functions of the product or service. Non-product-related attributes are the external aspects of the product or service that relate to its purchase or consumption, like the price information, packaging or product appearance, user imagery (i.e. what type of person uses the product or service) and usage imagery (i.e. where and in what types of situations the product or service is used) (Keller, 1993)...
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