AirAsia allows customers to customise their flight package pre-flight. You can select your choice of in-flight entertainment, luggage, in-flight dining; even whether you choose blankets/pillows during your flight. At which product level is Air Asia differentiating from its competitors' offerings?

Question

Quizplus · Accepted Answer

define 'product' and understand different ways to view and analyse products and product attributes. At the augmented product level, the product delivers a bundle of benefits that the buyer may not require as part of the basic fulfilment of their needs. The augmented product level enables marketers to significantly differentiate their offerings from those of competitors (see figure 7.1).

AirAsia Allows Customers to Customise Their Flight Package Pre-Flight