Product component

1. Product Components:
Augmented Product
Topic
Jl. IKPN Bintaro No.1, Pesanggrahan,
Tanah Kusir, Jakarta, Special Capital
Region of Jakarta, 12330, Indonesia.
Modul Trisakti Modul Trisakti Modul Trisakti Modul Trisakti Modul Trisakti
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TRISAKTI
Institute of Tourism

2. Product Components: Augmented Product
Marketers often surround their actual products with goods and services that provide
additional value to the customer’s purchase. While these factors may not be key reasons
leading customers to purchase (i.e., not core benefits), for some the inclusion of these items
strengthens the purchase decision while for others failure to include these may cause the
customer not to buy. Items considered part of the augmented product include:
 Guarantee – This provides a level of assurance that the product will perform up to
expectations and if not the company marketing the product will support the
customer’s decision to replace, have it repaired or return for a refund.
 Warranty – This offers customers a level of protection that often extends past the
guarantee period to cover repair or replacement of certain product components.
 Customer Service – This consists of additional services that support the customer’s
needs including offering training and assistance via telephone or online.
 Complementary Products – The value of some product purchases can be enhanced
with add-on products, such as items that make the main product easier to use (e.g.,
laptop carrybag), enhance styling (e.g., cellphone face plates) or extend functionality
(e.g., portable keyboard for PDAs).
 Accessibility – How customers obtain the product can affect its perceived value
depending on such considerations as how easy it is to obtain (e.g., stocked at nearby
store, delivered directly to office), the speed at which it can be obtained, and the
likelihood it will be available when needed.
Cite: Product Components: Augmented Product (2015). From Product Decisions Tutorial.
KnowThis.com. Retrieved September 28, 2015 from http://www.knowthis.com/product-
decisions/product-components-augmented-product