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Adaptation or

standardization ofproduct attributes

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The product element of the marketing mix is oftencited as the most standardized element, but withinthe product element there are various attributesthat are more or less likely to be standardized.

For instance, Vrontis (!!"# surveyed $!! large %&multinational companies in 've sectors, includingmanufacturing, services, transportation ancommunication, construction, and retail and

wholesale, to 'nd out what elements of themarketing mix were most standardized.

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For the product element, mostcompanies reported standardizingproduct uality ()* per cent#, brand name() per cent#, image ()+ per cent#,

performance () per cent#, size and colour($- per cent# and packaging and styling($ per cent#, while fewer standardizevariety, design and features (-* per cent#,

presales service (-$ per cent#, aftersalesservice and warrantees (-" per cent#, anddelivery and installation (- per cent#.

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The same companies reported that the most

important reasons for adapting themarketing mix includedculture (/ per cent#,market development (*) per cent#, competition(*- per cent#, law (* per cent#, economic

di0erences ()* per cent#, sociologicalconsideration ()- per cent#, customerperceptions ()+ per cent#, technologicalconsideration(! per cent#, political

environment ($" per cent#, level of customersimilarity (-/ per cent#, marketing infrastructure(-- per cent# and di0erences in physicalconditions ("/ per cent#.

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From a consumer point of view, 1ult

et al. (2000) compared theimportance consumers place onsixteen product attributes in France

(a developed market) and2alaysia (an emerging market),'nding that only two attributes

(product uality and appearance#received high emphasis on bothsamples.

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3n 2alaysia consumers relied more on

the core product attributes and inFrance on the image and serviceattributes when evaluating groceryproducts and clothing.

3n fact, one may state that consumersare not buying the product itself, butthe bene'ts they hope to derive from

the product. 4 product can be de'nedas a set of attributes that provide thepurchaser5user with actual bene'ts

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There are three layers of productattributes that lend themselves moreor less to standardization6

1.The physical attributes size,weight, colour, etc.).7tandardization of these attributesa0ords the greatest potential for cost

bene'ts since economies of scale aremade principally at themanufacturing stage.

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!."ervice attributes maintenance,

after#sales service, spare partsavailability, etc.#. These attributes arefairly di8cult to standardize, as

circumstances for service deliverydi0er widely from one country toanother. 3t should further beemphasized that most services are

performed in direct relation to localcustomers. 7ervice attributes aremore dependent on culture.

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$. "ymbolic attributes. These often comprisethe interpretive element of the physical

attributes. 4 colour is simultaneously a chemicalformula for a painting or a coat, and also thesymbolic meaning conveyed by the material.7ymbolic attributes a0ect the choice between

adaptation and standardization in a fairlyambiguous manner. 3t is confusing whenconsumers show a strong liking for domesticgoods based on nationalism and also show apenchant or fascination for foreign cultures andtheir goods. Therefore, when adapting orstandardizing symbolic attributes, thereuirements for national identity symbols willsometimes intermingle with those for symbols of

exoticism.

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%hysical attributes

9xperience e0ects, and accordingly the costreductions related to cumulated production,clearly weigh in favour of standardization.

3n a comprehensive review of the literature,Theodosiou and :eonidou (!!"# found that&uality, design and features were themost standardized productrelated

elements, while product lines, brandingand packaging were at least partiallyadapted for foreign markets.

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'ompulsory adaptation

;ompulsory adaptation of physical attributesis often related to national regulations andstandards. ;ertain countries use standards

which seem to operate as nontari0 trade

barriers.

7ome example include6

1. The industrial standards for the

supply of electricity: the voltage, thefreuency of the alternating current ($!versus ! 1z#, the shape of plugs, etc. di0erby region if not by country.

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!. Safety standards: in the motor industry

lighting, brake systems and vehicle safety oftendi0er by country. For instance, the ;orsa has becomeone of the best selling cars around the world. 3t issold in approximately *! countries and manufacturein $ continents, where its name, body style,

suspension or engines are changed to meetlocal standards. The ;orsa is called a Vauxhall5uick 7ail in ;hina and a 1olden >arina in

4ustralia.

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$. Hygiene regulations: the food

processing, chemicals andpharmaceutical industries must carry outadaptations to comply with hygienelegislation.

9ven a product as common as ;oca;olafaces di0erent regulations, including verydi0erent reuirements for the use ofarti'cial sweeteners across countries and

the necessity to include an expiry date insome countries (e.g. France#, but not others(e.g. 1olland# (?ana and

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4 huge variety of regulations in@uence the need foradaptation (packaging, labelling, sizes, advertising,

sales promotion#.

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3n fact, obligatory adaptations are often minorin comparison to the reuired adaptations to di0erences

in consumer behaviour and in the nationalmarketing environment

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Three main issues should be

considered( consumer tastes, freuency of

consumption, the amount consumed

per helping, etc. will di0er. The size of acereal box and the style of packagingthat preserves the product, will dependin part on whether consumers eat $!

grams of cereal a day, or if theyconsume larger amounts but less often.

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?ana and

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!. Climate and the physical

environment in general areimportant, and sometimes neglected,factors behind further obligatory

adaptation. 2otor vehicles must bespeci'cally designed to withstand theharsh 7candinavian winters or thewarmth and humidity of the 3vory

;oast.

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The possible range of physical

environments where the product willbe used must be taken into account6

for example, the uality of road

surfaces and the existence of trackssuitable for vehicles. The diversity ofphysical environments is often the

cause of unexpected failure.

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;onsumers, on average, tend not to read instructionsfor use thoroughly enough and to try to use

items, especially consumer durables, too uickly,

before they have learned the basics of how to operatethem.

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The =ermans make specialadaptations designed to guardagainst misuse by consumersB for

instance, when the knob of a dishwashing machine is turned anticlockwise, whereas it should be

turned only clockwise, or when themachine is switched on when thewater tap is o0.

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a product iscalled idiotensicher (idiot proof ) when all possible

product design adaptations have been made to

avoid the negative conseuences of any imaginablemisuse.