Levels of a Product Core benefit >What the consumer is really buying Actual product >Includes the brand name, features, design, packaging, quality level ° Augmented product Additional services and benefits such as delivery and credit, instructions, installation, warranty, service O Copy rights reserved, Zou Deqiang6 6 © Copy rights reserved, Zou Deqiang Levels of a Product • Core benefit ¾What the consumer is really buying. • Actual product ¾Includes the brand name, features, design, packaging, quality level. • Augmented product ¾Additional services and benefits such as delivery and credit, instructions, installation, warranty, service