2. Product Classification
• Can be done in a variety of perspectives
Consumer-Goods Classification
• Classified on the basis of shopping habits
Durability and Tangibility
Industrial-Goods Classification
• Classified in terms of their relative cost and how they enter the
production process.
3. Consumer Product Classification
• Convenience Goods
• Inexpensive, frequently purchased.
• Little effort needed to purchase them.
• Staples, Impulse and emergency goods.
4. • Shopping Goods
• Not as frequently as convenience products
• Costly
• Consumer does research before purchase.
5. • Specialty Goods
• Unique features
• Consumer is prepared to pay a premium price.
6. • Unsought Goods
• Those good that consumers do not know or
• Doesn’t think of buying.
7. Durability and Tangibility
• Nondurable Goods
• Tangible goods consumed in one or few uses
• Purchased frequently
• Strategy : availability , low priced , heavily advertised
8. • Durable Goods
• Tangible goods that survive many uses
• Require more personal selling and service
• Higher margins and requires seller guarantee
9. • Services
• Intangible product
• Requires more quality control and credibility
IntroductionConsumer goods are products which are purchased for personal consumption. Consumer goods are classified into three areas: Convenience goods, shopping goods and speciality goods. Convenience Goods Convenience products are inexpensive frequent purchases, there is little effort needed to purchase them. Examples include fast food, toiletries and confectionery products. Convenience products are split into staples, such as milk, eggs and emergency products which are purchased when the need arises e.g. Umbrellas.Shopping GoodsShopping goods are products that consumers do not buy as frequently as convenience goods. They usually cost more than convenience goods and consumers expect to have them for longer, so they will do some research prior to purchase. The research will include comparing product features and price. Examples of shopping goods include white goods (such as fridge/freezers and washing machines), clothing and furniture.Speciality GoodsSpeciality goods are products with unique features or branding. Consumers do not compare them with other products as the goods have features unique to them. Instead they will spend time searching for for the place selling the product they want. Consumers are often prepared to travel to purchase their product and pay a premium. Speciality goods include designer clothes, luxury cars, antiques. Professional services provided by a person known for the effectiveness and quality of their work can also come under this category. For example a lawyer or public relations "guru" such as Max Clifford.SummaryIt is important for marketers to know what classification their products come under, as the classification determines how consumers behave when they are purchasing their product. Marketing can then be designed around the specific buying behaviour.
