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Differentiating high involvedproduct by trivial attributes forproduct line extension strategyPi-Chuan SunDepartment of Business Management, Tatung University, Taipei, Taiwan2008-9Group Members

Shujat M KhanSidra sehar Tariq M Umar Tariq Badar Sultan QureshiTrivial AttributeAn attribute for which consumer may have the prior preference but provides no significant performance benefit but is use to Differentiate Draw Attention Influence purchasing DecisionDifferentiation arises on the bases of product augmentation.

The Company- Skyways Intercity coach service with fleet of over 200 buses connecting 35 cities on 47 destinations in Pakistan. Founded in 1950 by Ch. M Hussian.Initially worked as the importer of Earth moving. vehicles and equipment.Skyways travel was found in 1978. Skyways Group was awarded Excellence Award in 2005.

Competitors

Daewoo Express Faisal Movers Niazi Express Bilal Daewoo Local Buses Warraich Tayara

Evaluating Skyways on Customer Value Hierarchy Core Benefit Transportation Basic Product Buses Expected Product Luxury (AC, T.V, Rest Area, Ample leg space)Augmented Product Wi-Fi facility Differentiation arises on the bases of product augmentation. Potential Product Individual LCDs, Smart TV

Impact of Trivial Attribute on Product Evaluation Comparing the main competitors namely Bilal Daewoo,Daewoo Express and Niazi Express. We can Notice that every one is offering Same brand vehicles (Daewoo)Same level of service (stewards & stewardess)Same fair price Same destinations But Skyways is the only bus service providing free Wi-Fi service all along the route.

Product Involvement Highly Involved Product Due to long routes people search for the transport service service who's vehicles are comfortable, provide good services and evaluate time as an important factor in case of long distances. According to Skyways.pk there sales have increased by 4.5%.Mainly attracted students and young generation. People like to carry laptops and cell phones to keep themselves busy during journey.

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