Research shows that buyers evaluate their experience with a product purchase on the
basis of product characteristics that fall into a two-factor model of evaluation as
depicted in Figure 3.4.4 The first category, functional attributes, refers to the features
and characteristics that are related to what the product actually does or is
expected to do—its functional characteristics. These functional characteristics have
also been referred to as must-have attributes, features of the core product that
are taken for granted by the customer. These are the attributes that must be present
for the supplier or product to even be included among those being considered for
purchase. Consequently, they tend to be fairly common across the set of suppliers
and products being considered for purchase by a buyer. Characteristics such as reliability,
durability, conformance to specifications, competitive pricing, and performance
are illustrative of functional attributes.