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Utility
BMI3C
Example
Form and Function
Mug Example
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Form?
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What does it look like?
Looks like a mug, but what defines a mug?
Function
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What does it do?
Form and Function
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Form follows function… the shape of a
product is determined by what its supposed
to do
Products are supposed to be useful –
“Utilities”
Utilities
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What aspects of a product make it worthwhile
for me to purchase?
Can take into consideration
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how consumers feel about a product
the convenience of purchasing the product
the value of obtaining the product when they want
it
Types of Utility
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Form
Time
Place
Possession
Form Utility
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The physical characteristics of a product
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Ex: detergent (powder vs liquid)
The relationship between a product/service’s
form and its function
Form utility can also be affected by
innovations in production materials and
technologies
Form Utility
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Form utility can also add value to a product
by making it attractive to look at as well as
useful
Style and fashion make form as important as
function
Form utility takes into consideration the
material used in making a product, and the
product’s scent, flavour, colour, design, and
packaging
Time Utility
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Is it available when the consumer wants it?
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Now vs later
Appropriate time of day
Appropriate time of year
Place Utility
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Where the product or service is made
available
Ex: If it is a retail establishment, it should be
easily accessible for customers
Mail order companies make it easy for
customers to shop whenever they want and
then have their purchases delivered to them
Possession Utility
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Value created by allowing easy transfer of a
product's ownership
Ex: various time payment, leasing, and credit
purchase strategies can be important in
making a product more attractive to a
consumer
Information Utility
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A product has value to a consumer only
when the consumer knows that the product
exists and what benefits it offers
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Thus, advertising provides information utility
May also include accessible resources about
product (i.e. website)
Also includes instructions/guide, access to
customer support, etc.