Function

As a measure of product performance on the Customer Buying Hierarchy, the term refers to the characteristics of the product that affect the way it is used by the customer. Function includes all of the features of a product. For the customer of a channel of distribution, function includes the product selection or choice offered the customer along with the physical surroundings where the product is presented for sale. For the customer purchasing a manufactured product, functions affect the operating capability of the product, the environment in which the product can function, or the capability of the product’s operator.