2 levels of differentiation matter In his ‘Two Factor’ theory, Frederick Herzberg wrote about two levels of potential differentiators for a job and job satisfaction that are equally relevant to products and businesses. These factors are hygiene factors and motivational factors. Hygiene factors will not encourage employees to work harder or customers to buy, but […]

2 levels of differentiation matter In his ‘Two Factor’ theory, Frederick Herzberg wrote about two levels of potential differentiators for a job and job satisfaction that are equally relevant to products and businesses. These factors are hygiene factors and motivational factors. Hygiene factors will not encourage employees to work harder or customers to buy, but may cause them to become unmotivated. Motivational factors, on the other hand, will encourage employees to work harder and customers to buy.In the purchasing environment, hygiene factors are the elements that must be present for a potential consumer to consider a product. However, they may not motivate a purchase. These might also be called ‘mandatories’. For a consumer to consider buying a toaster, it must have the electric fitting that is required, and it must be able to take a certain number of slices of toast. If it does not have these two elements –…