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Page 5 of 5 Product 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 between the segments. Low Tech customers prefer an age of 3 years. This accounts for 29% of the purchase
decision. If a Low Tech product’s age approaches 5 years, customers will begin to turn away.
Repositioning the product drops the age from 5 to 2.5 years and customers become interested again.
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