Home
Product decisions are among the most decisive in the marketing mix, yet they are often treated in isolation. This article analyses how product parameters and differentiation, packaging, labelling, warranties, and the product life cycle jointly contribute to an effective product strategy, and relates them to Sustainable Development Goal 12 (SDG12, Responsible Consumption and Production). The objective is to analyse these five (05) dimensions and discuss their implications for perceived value and competitive advantage. A descriptive-correlational quantitative design is adopted, complemented by a literature review of recent indexed studies. Data are collected through a structured questionnaire applied to a stratified sample of at least 150 consumers, with informed consent, and analysed through descriptive statistics with 95% confidence intervals, Pearson correlation and simple linear regression (with p-values), and one-way ANOVA by age group. Quality, price, and durability dominate product evaluation; information and protection are the most valued packaging attributes; expiry date and composition are the most relevant label information; warranties are a strong differentiating element, especially for high-value products; and perceived quality and purchase intention are strongly associated (r = 0.73, 95% CI 0.65–0.80, p < 0.001). It is concluded that product decisions should be made in an integrated way, consistent with brand positioning, with sustainable consumption, and adjusted to each stage of the life cycle.