In consumer marketing, a consumer benefit is the positive value a product or service offers a consumer. A customer advantage may be inherent to the product or service, or it may be perceived by the consumer.
In consumer marketing, it is essential to distinguish between features and benefits. Benefits are the positive values that a product or service delivers, whereas features are its defining traits. A driver-side airbag, for instance, would be considered a vehicle feature, but the higher level of safety it delivers is the actual consumer benefit. A stylish logo may be conspicuously displayed on the same vehicle. In this instance, the car’s logo is a feature, yet the feeling of prestige derived from driving this vehicle is an intangible consumer value. In this instance, the advantage is defined as intangible because prestige is not intrinsic to the car but rather resides in the consumer’s and society’s shared cultural view.
In consumer marketing, it is standard practise for marketers to prioritise consumer benefits, as advantages generally elicit stronger emotional responses. Marketing research confirms that emotion is a crucial component of almost all decisions; hence, emphasising advantages over features is a widely accepted approach in consumer marketing.
