The main advantage of a product lies in its physical characteristics or associated services, and can vary from one consumer to another. For example, one customer might choose a particular Volvo model for its attractive design, another for its comfort after a test drive, a third for its performance in terms of engine and fuel consumption, a fourth for a special promotional offer, and a fifth for its safe brand image.
Thus, the product itself is closely linked to the promise of satisfaction sought by the consumer.
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