Consumer Attributes Research Articles

The diminishing halo effect: Celebrities and negative events in marketing

Celebrities have long been utilized by brands to enhance their products and services, with the underlying assumption that the celebrity’s positive attributes and public image would transfer a halo effect to the endorsed products. However, recent years have witnessed a paradigm shift in this phenomenon, marked by a growing number of negative marketing events involving celebrities. We identify several key themes, including consumer attributions, psychological processes, social media amplification, consumer empowerment, and cultural shifts. Each contributes to a holistic understanding of why and how negative events involving celebrities can lead to a diminishing halo effect. Depending on whether consumers attribute the event internally or externally, their response can vary and, subsequently, affect the celebrity’s halo effect. Overlaying attribution theory provides deeper insights into the dynamics of consumer perception and response in the context of negative events in marketing. Understanding how consumers attribute causality to negative events and the psychological mechanisms that underpin their responses provides valuable insights for celebrities, brands, and marketers navigating the challenges of the digital age.

Brand extension or co-branding: The consumer's attribution of responsibility to the crossover strategies of heritage brands

Cross-over brand extension and co-branding are effective innovation strategies for heritage brands to expand into new markets. This research compares consumers' responses to these two strategies, with the aim to address the gap in the literature and provide actionable insights for heritage brand managers. Based on the conceptual link between responsibility attribution and authenticity, and across four experimental studies, this research uncovers the advantage of brand extension over co-branding and its underlying mechanism: the serial mediation of responsibility attribution and new product authenticity. Meanwhile, the consumer's mindsets (fixed vs. growth) are identified as a boundary condition. Specifically, compared to brand extension, consumers attribute less responsibility to the heritage brand in co-branding; this in turn weakens the perception of new product authenticity, and leads to lower purchase intention for the new product. However, the disadvantage of co-branding will be neutralized when the consumer's growth mindset (vs. fixed mindset) is activated.

Analysis of Consumer Purchase Satisfaction According to Network Marketing Selection Attributes of Inner Beauty Products

Purpose: Korean society is increasingly interested in expressing a beautifully maintained appearance rather than simply pursuing beauty. In addition, the development and sales of beauty products related to this are increasing as people are demanding to think about their inner health as well as their outer appearance. Therefore, this study focused on inner beauty products sold through network marketing and objectively examined how consumers evaluate their purchase satisfaction according to their choice attributes.
 Method: Participants in the study were participants who had purchased inner beauty products through network marketing, and 212 response sheets were used for the final analysis. Multiple regression analysis was conducted to verify the influence of network marketing selection attributes of inner beauty products on consumer purchase satisfaction, and the significance level according to statistical test was determined at p<.05.
 Results: Multiple regression analysis was conducted to examine the multidimensional influence of the factors of the choice attributes of the study participants on the sub-factors of the purchase satisfaction variables. The results of the study showed that the choice attributes that have a significant impact on consumer purchase satisfaction are internal choice attributes and ecological choice attributes, except for external choice attributes.
 Conclusion: Consumption choice attributes of modern people show various consumption behaviors depending on individual characteristics and perceived value. In this study, we examined how consumer purchase satisfaction is manifested according to the choice attributes of consumers participating in network marketing. Based on these results, it is expected that network marketing operators can use it as an objective data on the selection attributes and purchase satisfaction evaluation of inner beauty products so that they can have an independent attitude as business owners.

Centrality of sensory attributes in brand extension evaluations

PurposeCompared to typical brand extension research focusing on functional and symbolic attributes, this paper aims to examine brand extensions based on a brand's primary sensory attributes. Specifically, this paper investigates the interplay between brand equity and primary sensory attributes in shaping consumers' evaluations of brand extensions.Design/methodology/approachThis study investigates the impact of primary or central sensory attributes on brand extension evaluations for brands with differing brand equities. The authors conducted two experiments preceded by seven pretests to develop and validate the stimulus materials. The authors aim to contribute to understanding how sensory and brand-related factors influence consumers' evaluations of brand extensions.FindingsIn these experiments, the authors find that a parent brand's central/dominant sensory attribute allows the parent brand to successfully extend into functionally unrelated categories. For example, Dove’s central attribute of touch allows it to extend successfully into categories such as towels and shaving razor. However, it does not perform as well as Irish Spring (known for smell) in categories such as cologne and scented fabric softener, where Irish Spring's central attribute of smell is more relevant. Interestingly, Irish Spring, a lower equity brand, outperforms Dove in smell-related extensions, indicating that sensory attributes can counter the impact of lower brand equity if the sensory attribute is relevant to the extension category.Originality/valueThis study investigates brand extensions based on sensory attributes such as smell and touch instead of typical brand extensions based on functional and symbolic attributes. In particular, the authors examine whether the perceived fit between the parent brand’s dominant sensory attribute and the extended category (i.e. sensory fit) is more important than the parent brand's equity in the evaluation of brand extensions.

Modeling Dynamic Consumer Preferences in Product Attributes for Social Media-Based Product Improvement Planning

Consumer preferences for products change over time. The changes in consumer preferences are not just related to the level of importance of the attribute but also dynamics in the attribute itself. Previous studies generally employed the pre-determine attribute to measure the level of importance of the attribute. However, the pre-defined attributes approach has a problem in that new consumer attributes are not captured, resulting in misleading product development. Therefore, this study proposes a method to identify dynamic attributes and the level of importance of the attribute for product development without pre-determined attributes and unsupervised. A case study on the airline industry demonstrates the proposed method. Attribute changes are assessed using latent Dirichlet allocation to identify topics related to product attributes and sentiment analysis to evaluate satisfaction levels. Furthermore, the association rule approach is used to label unsupervised product topics. A total of 222,959 tweets related to the airline industry from 2015 to 2018 were collected and analyzed to demonstrate changes in consumer preferences over time. The results indicate that the proposed method effectively explores the dynamic of product attributes and critical attributes and provides valuable strategies for developing product or service improvement. The proposed method has also been validated and is in line with the successful innovation strategies of an Indonesian airline.

Examining the relationship between pro-environmental consumption behaviour and hedonic and eudaimonic motivation

The present study examines the factors that influence the adoption of environmentally friendly products and environmentally conscious consumption by individuals. The conceptual framework incorporates environmental knowledge, perceived behavioral control, environmental concern, and perceived consumer efficacy in order to highlight the factors that contribute to environmental consciousness. Incorporating the theories of reasoned action and planned behavior, 479 participants completed structured questionnaires as part of this study. The study examined the mediating effects of hedonic and eudaimonic perspectives, in addition to the moderating effects of age and consumer attributes. Structural Equation Modeling Artificial Neural Networks (SEM ANN) were utilized for validation. Findings confirm the substantial influence of predictors from the Theory of Planned Behavior on hedonic motivation, amplifying cognitive rational processes and ultimately resulting in satisfaction and repeat product purchases. Individuals are driven by eudaimonic motivations to take part in sustainable actions, even if they have limited environmental knowledge. This reflects their deeper values of fulfillment and social responsibility. Generation Z and millennials have unique motivations that influence their decision to purchase green products. Regular buyers' hedonic motivations have a significant impact on their purchase intentions, whereas eudaimonic motivations consistently influence purchase decisions regardless of the type of buyer. The findings of the study offer significant insights for marketers of environmentally friendly products, enabling them to comprehend the aspects that impact pro-environmental considerations and successfully establish their green products as a brand.

The role of garlic attributes in shaping Indonesian consumers’ purchase intention: results from an online survey

Garlic is a commodity that is highly needed by consumers, both for culinary, health and medicinal purposes. Because of the importance of this commodity, Indonesia has become the largest importer of garlic because its production is unable to meet demand. It is important to identify garlic attributes shapes Indonesian consumers purchase intention so that strategies can be developed to improve the quality of local garlic. This study was conducted specifically to determine the level of importance of several garlic attributes from the perspective of consumers. We conducted an online survey in the Greater Jakarta Area and Bandung, involving 493 respondents, to investigate what attributes they consider when buying garlic, in addition to asking several other descriptive questions. Majority of respondents give a high importance to bulb size, clove size, aroma, colour and price. Meanwhile, for the production location and packaging attributes, the majority of respondents gave a low importance. Our survey results surprisingly showed that more than 70% of respondents did not know where the garlic they consumed was produced. The conclusion from this survey show that physical attributes are still important for Indonesian consumers, so the development of local garlic really needs to pay attention to these physical attributes, for example through breeding programs and cultivation practices that can produce garlic characteristics in accordance with consumer wants.

Enticing attributes of consumers' purchase intention to use online food delivery applications (OFDAs) in a developing country

PurposeOnline food delivery applications (OFDAs) provide an expedient platform, and consumers’ access to food has been drastically altered, especially during and after the COVID-19 pandemic. This study aimed to completely explore the attributes that influence consumers' purchase intention and how an app's aesthetics can evoke feelings that predict continuous usage intentions for OFDAs. The food industry, especially restaurants, heavily relies on mobile technology to facilitate critical online food delivery during the pandemic crisis.Design/methodology/approachThe data for this study are gathered from 477 food consumers located in the federal capital territory (FCT) of Islamabad, Pakistan, through convenient sampling by developing a self-administrated online survey. SmartPLS is used for structural equation modeling to test the proposed research model and perform bootstrapping and algorithmic analysis.FindingsOur findings revealed that perceived value positively predicted consumers’ purchase intentions. Moreover, perceived value mediates the association of information quality, familiarity, time-saving, usability and reputation with purchase intentions and fear of COVID-19 moderates the relationship between perceived value and purchase intention.Practical implicationsThis research work has significant implications for researchers, web developers, app designers, delivery services, restaurants and other enterprises as it demonstrates the importance of aesthetically pleasing OFDAs in eliciting positive emotions and bolstering consumers’ intentions to continue using the app for efficient food delivery services.Originality/valueThis study expanded the application of the technology acceptance model (TAM) and attention, interest, desire and action (AIDA) by examining consumers’ purchase intentions in the context of OFDAs. Further, the successful utilization of TAM enhanced the understanding of consumer perceptions and behavioral intentions about the usage of OFDAs.

Forecasting the Mexican craft beer market: an integrated consumer perception conjoint analysis approach incorporating price and product attributes

PurposeThis paper aims to uncover patterns of Mexican craft beer consumers and guide companies’ decisions in the creation of new products, marketing strategies, advertising and promotion to increase craft beer sales and contribute to faster growth.Design/methodology/approachThis is a conjoint analysis with a selection of attributes for new or renewed products, marginal disposition to pay for particular characteristics through brand-specific choice-based design, and market simulation.FindingsThis paper clearly demonstrates consumers’ preferences and willingness to pay in Mexico, with a cutting-edge market research technique combining the prioritization of preferred craft beer characteristics, and the price consumers are willing to pay for such product characteristics.Research limitations/implicationsThe study's sample size of 501 responses is relatively small compared to the total number of craft beer consumers in Mexico. To enhance the validity and reliability of the findings, future studies should aim to obtain larger samples and compare their results with those of this study.Practical implicationsThis study has important implications for craft beer producers, allowing them to develop targeted craft beers with appealing attributes for Mexican consumers, such as color, aroma intensity, alcohol degree intensity, bitterness, foam level and price.Social implicationsThis study's market forecasting simulation technique is based on assumptions of consumer behavior and market dynamics. Although relevant variables were considered, unanticipated external factors or market changes could impact the forecasts' accuracy. This will allow for a more comprehensive understanding of craft beer consumer preferences in different markets and enhance the reliability of forecasting techniques.Originality/valueThis paper informs craft beer producers by providing valuable knowledge on customers’ preferences and willingness to pay to enhance craft beer companies’ product development processes.

Exploring the Cloud Storage Service Adoption Through the Dual Perspectives: Protection Motivation Theory (PMT) and the Extended Unified Theory of Technology Acceptance Model (UTAUT2)

Cloud computing is spreading rapidly, but little research has been conducted to understand the effects of the protective perspective on acceptance by individuals. The goal of this study was to explore the impact of protective behavior on individuals’ adoption of cloud computing. Specifically, the study will concentrate on personal cloud storage service (CSS), widely recognized as a protective technology. Our theoretical framework endeavored to combine protection motivation theory with the extended unified theory of acceptance and use of technology and focused on the effect of threat in the context of CSS. This study tested two proposed models (Model A, Model B) by structural equation modeling using data from 392 individuals. Data were collected for people in voluntary CSS-usage settings through an online survey. Model A and model B explained 61.0% and 60.4% of the variance in the behavioral intention to accept CSS, respectively. Results showed that CSS adoption is a protective measure against data loss and identified that threat influence CSS adoption. Threat elements directly do not influence behavioral intention to adopt CSS. Threat elements mostly acted as antecedents of independent variables; perceived severity and perceived vulnerability directly influenced technology attributes (performance expectancy, effort expectancy), and showed slightly different results in contextual attributes (facilitating conditions, social influence) and consumer attributes (hedonic motivation, habits). Our study offers a unique perspective for researchers and professionals in understanding the impact of threat factors on information technology domains where protective technologies are operated. Thus, we recommend that academics and business practitioners in the realm of cloud computing should consider user’s protective motivation view of adopting CSS when designing, developing, delivering and spreading it.

CONSUMER PERCEPTIONS TOWARDS LOCAL PRODUCTS: THE CASE OF KOSOVO

Kosovo's agricultural development is influenced by favorable policies and attributes relevant to consumer demand. The more we know about the important attributes of the local consumer towards agricultural products, the better policies are designed to support farmers and value chains to adapt to changes in consumer preferences. Empirical insights gleaned from research on consumer preferences for both agricultural products and locally sourced goods offer invaluable evidence. This empirical foundation equips policymakers with the knowledge required to strategize improvements within the national and local food and agricultural systems. It also lays the groundwork for the conceptualization of a forward-thinking, consumer-centric agricultural model that is characterized by innovation, productivity, and responsiveness to consumer expectations. These expectations encompass various facets, such as food availability, ease of access, safety, high quality, taste, and other locally pertinent consumer attributes. The primary aim of this study lies in the comprehensive analysis of consumer preferences concerning local food products. It seeks to delineate the pivotal attributes that guide consumers in their decision-making processes. Additionally, the study aims to identify the informational and institutional gaps that must be addressed to bolster consumer confidence in locally produced food items. In doing so, it aims to provide policymakers with a robust foundation upon which they can construct a visionary concept for a consumer-driven agriculture framework. This framework should stand as an essence of innovation, productivity, and adaptability, aligning closely with consumer expectations regarding food accessibility and simultaneously addressing the unique consumer attributes that hold national relevance. Kosovo's agricultural development is involvedly tied to the interplay of conducive policies and attributes resonating with consumer demands. The study comprehensively explores these essential attributes, and its findings set the stage for crafting policies that offer substantial support to farmers and value chains. This support is vital for their ability to navigate evolving consumer preferences. By conducting research into consumer preferences, we offer empirical evidence that serves as a guiding compass for policymakers in their mission to enhance national and local food and agricultural systems. Furthermore, it ignites the spark of innovation, productivity, and responsiveness in the realm of consumer-driven agriculture. Ultimately, this pursuit aligns the agricultural sector with consumer expectations, ensuring that it thrives in an environment defined by accessibility, safety, quality, taste, and other locally relevant attributes. Keywords: agricultural products, consumer perceptions, rural development, Kosovo JEL Code: Q10, Q13

Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing

The growing usage of digital platforms has made influencer marketing the most cost-effective marketing tool, especially for products consumed by young digital natives. Among other products, these include fashion and beauty-related items such as cosmetics, whose online marketing has created a particular category of influencers called ‘beauty vloggers.’ By applying the source credibility model, this study investigates whether beauty vloggers’ credible attributes (trustworthiness, expertise, and attractiveness) help consumers build trust towards them and whether followers’ trust leads to desirable marketing outcomes (increased purchase intention). Prior literature used the source credibility model in a fragmented manner. However, this study enhances the holistic framework of social media influencers’ impact on purchase intention by investigating all three credible attributes. It specifically addresses the significance of cultivating trust between beauty vloggers and followers, exploring the impact of vloggers’ credible attributes on consumer purchase intention. Additionally, beauty vloggers periodically engage in parasocial interactions to increase closeness with their audiences, affecting consumer behaviour. This study addresses the limited research on the consequences of parasocial interactions in an emerging market context, examining the impact of beauty vloggers’ repeated interactions on consumer behaviour, contributing to a comprehensive understanding of purchase intention using parasocial interaction as an antecedent. The research was conducted on consumers belonging to the age group of 16–45 who use social media platforms daily. Using structural equation modelling via SmartPLS software, the statistical analysis was done on 357 North Indian respondents. The study explores the influence of beauty vloggers on consumers’ purchasing behaviour in the Indian context. The results demonstrate that beauty vloggers’ credibility traits help in influencing consumer behaviour. The findings also revealed that trust partially mediates the impact of credible attributes of beauty vloggers and consumers’ purchase intention. Additionally, the results show that customers’ purchasing decisions might be influenced by repeated parasocial interactions done by beauty vloggers if they perceive them as credible information sources. The findings of the study contribute to help industrial marketers and practitioners of cosmetic companies use influencer marketing strategically in order to increase market sales.

Who Is More Eager to Relocate to a Sustainable Retirement Village? Male or Female, Young or Elderly

This paper examines the influence of consumers’ gender and age on the relationship between their attitudes and purchase intentions for choosing a sustainable retirement village, drawing on the Ecological Theory of Aging and the Theory of Reasoned Goal Pursuit. About 931 research participants were collected in China through an online research firm, which distributed questionnaires to its sampling database. Partial Least Squares Structural Equation Modeling was employed to test the proposed hypotheses. The study reveals that (1) consumers’ attitudes toward sustainable retirement villages mediate the relationship between social and environmental sustainability and purchase intentions; (2) The link between the attributes of sustainable retirement villages and consumers’ purchase intentions is mediated by their attitudes, which are not influenced by the consumers’ gender or age. This research demonstrates that neither the gender nor age of consumers significantly impact their attitudes and purchase intentions regarding sustainable retirement villages. The scope of this study is constrained by its sample and variables, as the research subject focuses specifically on Chinese consumers’ attitudes and intentions toward sustainable retirement villages.

Organizations with True Heart: The Role of Organizational Identity in Shaping Consumer Attributions of Corporate Responsibility to Race (CRR) Motives

ABSTRACT Guided by literature in the theory of corporate responsibility to race, organizational identity theory, and attribution theory, this study investigates the role of preexisting organizational identity in shaping consumer attributions of its CRR motives. The findings from a survey of 610 participants suggested that consumers believe that an organization has public-serving motives to join the fight against racial injustice when they observe the organization’s commitment to social justice, especially if the organization behaved morally before instituting CRR practices.

Customer Segmentation in User Behavior Analysis: A Comparative Study of Clustering Algorithms

A thorough understanding of customer behavior patterns is still essential for corporate success in today's digital environment. To segment clients in-depth, this study used three distinct clustering algorithms: k-means, hierarchical clustering, and dbscan. By carefully examining the age, yearly income, and consumption score This study goes beyond conventional views and creates a comprehensive and distinct perspective when disclosing numerous consumer attributes using data derived from the mall consumer Segmentation Data set. It offers insightful information that can be used to adjust a company's marketing plan. The strategic application of customer insights is redefined in this study, empowering stakeholders to decide wisely and improve market performance. The road to greater competitiveness and relevance in a developing market segment is mapped using real-world data and powerful clustering techniques. Based on research of this dataset, it was discovered that Dbscan performed best on this dataset with unequal density. It highlights the usefulness of these algorithms in today's complicated business world.

Development of operation algorithm of electric drive of an electric vehicle in urban cycle

BACKGROUND: Increasing energy efficiency of an electric vehicle is one of the most relevant issues at the current state of transport development. It is known that chemical current sources used in traction electric drive of vehicles have low specific power, low efficiency and high cost that makes the electric transport development difficult.
 AIMS: Making the choice of strategy of manufacturing of electric vehicle with batteries.
 METHODS: The mathematical models of various vehicle driving cycles, such as: the UNECE Regulation 83 urban cycle, NEDC, WLTC, JC08, EPA HWEET were used in the study that made possible to confirm adequacy of the developed structural model of the electric drive.
 RESULTS: The structural layout of the traction electric drive of an electric vehicle with combined energy source has been developed; the algorithm of its operation in the urban driving cycle has been defined. Electric transport efficiency was assessed during the study. The analysis showed that vehicles with solely chemical on-board energy sources do not have any prospects due to unsatisfactory technical properties and consumer attributes. Review of capacitors was performed in order to define the possibility of using them as energy source for next-generation vehicles. The study revealed sufficient advantages of capacitors in many respects. Analysis of vehicle motion in urban cycle was performed in order to develop the optimal design. The electric drive layout with a lithium-ion traction battery as the main energy source and a capacitor as the additional energy source was chosen.
 CONCLUSIONS: This solution makes it possible to develop the electric drive with optimal mass and dimensional parameters, to increase service life of energy storage and mileage without recharging of a vehicle. In addition, the combination of two electric energy accumulators and the developed algorithm of their operation makes it possible to achieve high efficiency of energy transferring.

Changes in the Attributes and Consumer Preferences of Hungarian Hallyu Fans

Abstract The popularity of Korean culture has increased significantly in the last two decades. This process in general is called ‘Hallyu’. The success of it is based on the professional marketing activity of companies, which use exceptional strategies and activities to reach and motivate their customers. This article introduces the diffusion of the culture of South Korea in Hungary, focusing on the specific marketing aspect of consumer behaviour. The author implemented two pieces of scientific research—one in 2018 and another one in 2022—examining this topic. Comparing the results of the two pieces of research gives an opportunity to examine the changes in the diffusion of Hallyu in this country. The fans of Korea and its culture are a relatively small group in Hungarian society but have specific consumer attributes. Hallyu content (such as music, films, and TV series) consumption is fan based, and the behaviour of customers has specific feature, such as the active usage of social media or a strong interest in other Korean products. Hungarian fans have other unique attributes, like enthusiasm and a close relationship with the Korean language, or the emphasis of personal communication. The article introduces these specialities in detail.

Central bank digital currencies: Consumer data-driven sustainable operation management policy

While previous research focused on central bank digital currencies (CBDC) regulations and technologies, this study addresses the scarcity of CBDC consumer behaviour investigation. It assesses if CBDC policy should be guided by consumer data. The evaluation covers consumer willingness to pay (WTP), the influence of individual CBDC perceptions, mediation of social advantages and infrastructure views, and the role of consumer attributes. Data from 1308 Chinese respondents were collected via an online survey. A structural equation model examines WTP for China's CBDC (DCEP). Findings reveal significant WTP for DCEP, with noteworthy causal, mediation, and moderation effects. Positive individual perceptions enhance WTP, and consumer traits shape these relationships. Notably, perceiving individual CBDC benefits impacts WTP positively, while perceiving drawbacks dampens it. Consumers valuing CBDC's social advantages are more likely to adopt it, but this doesn't apply to infrastructure perceptions. Various consumer attributes moderate these dynamics, emphasizing the importance of consumer data in shaping CBDC strategies. Policy suggestions include tailored advertising, privacy measures, regulations, and usage strategies to ensure CBDC sustainability.

Consumer response journey following a product‐harm crisis: The role of online brand communities

AbstractOnline brand communities can serve as a crucial information source about a product‐harm crisis and allow consumers to seek information from others and share their opinions in a social dynamic environment. The role of an online brand community in shaping consumer responses following such a crisis nevertheless remains under‐researched. Drawing from attribution theory, this research explores the dynamic and holistic consumer journey in online brand communities following a product‐harm crisis, specifically examining consumer attribution as the key mechanism and consumers' decision to forgive the brand as the outcome response. This research includes two studies. First, a netnographic pilot study is conducted to provide real‐world evidence for the research phenomenon and to explore consumer responses within the natural setting of an online brand community. Second, the main study uses an interpretivist epistemological approach to track the unfolding process and capture the evolution of consumer attribution and forgiveness. The results show the social nature of attribution as members engage with others in online brand communities, seeking and verifying information, sensemaking and forming opinions. The findings make theoretical contributions to the literature on attribution and product‐harm crisis. The findings from the research also help brands make informed decisions on crisis management strategies.

Classifying Customer Attributes with Importance Performance Analysis and Fuzzy Kano

Analyzing what consumer needs remains every day’s challenge for every business. Every business entity requires continuous effort as consumers become more demanding and have more access to product/service offerings, leading to more competitive market dynamics and the necessity for more innovative ways of offering products/services. The research aims to recommend a set of customer attributes for the studied company and analyze the selected attributes using a combination of Importance Performance Analysis (IPA) and fuzzy Kano. The research is a case study of a company selling gift vouchers for individual and corporate consumers. The research combines literature study and affinity diagram workshop to identify the required consumer attributes, which are analyzed using the integration of IPA and fuzzy Kano. The results suggest that the studied company should concentrate on several attributes, such as A7-simple requirement during the purchasing process, A10-no administration fee during purchase, A14-cross promotion with various sister brands, and A15-no minimum purchase. The attributes fall under “concentrate here” in the IPA grid while at the same time, those are considered as “effective improving area” in the fuzzy Kano grid. The studied company is also recommended to keep their good work on the attribute of A5-expiry date longer than one year so that it remains their competitive attribute and does not fall into the other inferior quadrants.