Abstract

TO STUDY THE PRODUCT DIFFERENTIATION ON SEA BUCKTHORN PRODUCT

Sandeep Chand*, Vani Juyal and Dr. Abhishek Dadhich

ABSTRACT

Product differentiation is a strategy followed by companies to distinguish their products as unique from the rivals. This strategy is helpful to increase sale and profit. The companies differentiate their product based on various attributes such as quality, price, services, packaging, etc. to reap financial profit and consumers’ fidelity. Sea Buckthorn, which produces Vitamin C in abundance, is known for its therapeutic values in increasing immunity in human being, preventing and treating cancer, eye problems, skin problems, etc. Taking Sea Buckthorn oil for a factual study on product differentiation, a secondary research to evaluate various attributes including extraction process, quality certification, pack size, types, forms, promotion, etc. was accomplished. A comparison in respect to various distinct attributes between the five brands were represented in a tabular illustration and each key feature was identified and analysed. Thus, it was concluded that few products required to be innovated in terms of types, forms, and packaging whereas, a few products required to reduce the prices to attract more consumers.

Keywords: PRODUCT DIFFERENTIATION; SEA BUCKTHORN OIL; PRODUCT ATTRIBUTES; CONSUMERS.