6.1.4 A Product's Age

It is possible for a product to go from an age of 4 years to 2 years. How can that be? When a product is moved on the perceptual map, customers do not perceive the modified product to be new, but they do not perceive the product to be the same age as it was prior to modification. As a compromise, customers mentally cut the age in half.

Age criteria vary from segment to segment. For example, Traditional customers prefer an age of 2 years. This accounts for 47% of the Traditional customers' purchase decision. If a Traditional product's age approaches 3 years, customers will begin to turn away. Repositioning the product drops the age from 3 to 1.5 years and customers become interested again.