Product attributes and benefits: integrated framework and research agenda

Abstract

PurposeThis study aims to examine current dynamics, consolidates knowledge, elicits trends, identifies and analyses primary research streams and suggests future research on product attributes and benefits and consumer behavior.Design/methodology/approachSequential bibliometric (447 documents) and content analysis (34 documents) methods are used to analyze Scopus bibliographic data. Content analysis helps identify research streams and future research directions, while bibliometric analysis aids descriptive analysis and science mapping.FindingsThe study shows publication trends, top authors, documents, institutions and field knowledge structures. The thematic map and bibliographic coupling reveal six main themes and three major clusters. Consumer motivation, external factors and internal factors are the main clusters. The study concludes with research directions and an integrated framework showing major cluster interactions.Practical implicationsThe study summarizes key primary streams and identifies literature gaps to help scholars and marketers understand how product benefits and attributes influence consumer behavior. Online decision aids (ODA), neuroscience data collection and consumer behavior models in developing countries may be studied in the future.Originality/valueThe first hybrid review of quality articles published over two decades on product attributes and benefits synthesizes the field's research. The study is unique because it identifies and analyses research streams, develops an integrative framework to reveal interlinkages across streams and suggests future research directions.