Give any one example of shopping products.
Answer – Consumer products are bought by ultimate consumers for personal use. Product includes tangible goods and intangible benefits or services.
By durability: non-durable goods are used up in one or a few uses, such as soap or food; durable goods serve repeatedly over time, such as furniture; services are intangible activities such as transport or banking and generally cannot be stored.
By buying effort: convenience products are bought frequently with little comparison, such as bread; shopping products require comparison of price, quality or style, such as clothing or furniture; speciality products have distinctive features or brand identity for which buyers make a special effort.
Classification depends partly on consumer behaviour. A product may be treated differently by different buyers. Perishable goods, such as fresh milk, require particular attention to storage and quick delivery.
Buying category | Typical purchase behaviour | Marketing implication |
Convenience | Frequent, immediate, low unit value, little comparison. | Wide availability and easy identification matter. |
Shopping | Buyers compare quality, price, suitability and style; purchase is less frequent. | Retail advice, assortment and comparison information matter. |
Speciality | Strong preference for a distinctive offering; buyers make a special search effort. | Selective availability and a credible distinctive identity matter. |
Durable goods generally need personal assistance, service and guarantees more than frequently used low-cost goods. Services are intangible and their delivery often involves close contact between provider and customer.