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here: Step
8: Preparing your export plan > Preparing an export
marketing strategy for your firm > The export product >Product
modification > Evaluating the
need for product modification |
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Evaluating
the need for product modification
There are five criteria in respect of
which the likely acceptability of a new source of supply
(or one perceived as such) in a specific market can be assessed.
These are:
- The relative advantage that the product has over the
product it replaces or those products with which it competes.
Relative advantage is usually perceived by the customer
as additional value - therefore, a product perceived to
have a relative advantage is unlikely to require modification
- The product's compatibility with existing values and
behaviour patterns
- The complexity of the product, which could lead to the
consumer experiencing difficulty in understanding the
product's purpose and/or how it works
- The extent to which the product may be used on a trial
basis, e.g. the availability of samples or the extent
to which the product may be purchased on a limited basis
prior to the importer having to commit himself to large
numbers
- The extent to which the advantages of accepting the
new product can be observed by prospective buyers
A product which, when rated against each of
the above criteria, does not score highly, is likely to
require modification, as well as requiring greater emphasis
on advertising and sales promotion in order to overcome
consumer resistance. A product can frequently be modified
physically to improve its relative advantage over competing
products, to enhance its compatibility with cultural values
and even to minimise its complexity. In addition, small
sizes, samples, packaging, and product demonstrations can
assist in overcoming resistance.
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