June 8, 2011


Attribute - A product’s attributes are what makes it distinct from other products.  Attributes include things like size, color, flavor, package type and other features that are relevant to the category.   From a consumer perspective, these attributes are what determine the consideration set and influence the ultimate purchase decision.   From a retail perspective, product attributes help define how aisles, departments and shelf sets are organized.  Manufacturers use attributes to help define their products’ competitive set.

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