Therefore, considerable marketing and advertising efforts are required to make unsought products known and to warrant a purchase by consumers. As a consumer, purchasing life insurance is not top-of-mind consumers do not normally think about it. On the other hand, unsought products would require considerable marketing efforts. There is little differentiation between different brands of sugars and spending money on advertising would not play a role in changing consumer perception. As noted above, each type requires different marketing efforts.įor example, it would not make sense to expend considerable marketing efforts on sugar. Understanding whether products are convenience, shopping, specialty, or unsought is very important. Importance of Understanding the Types of Consumer Products Requires extensive advertising and marketing efforts.As unsought products are not conventionally thought of by consumers, they require aggressive advertising and personal selling.ĭiamond rings, pre-planned funeral services, and life insurance are all examples of unsought products. Consumers of unsought products typically do not think about these products until they need them. Unsought products are products that consumers do not normally buy or would not consider buying under normal circumstances. Only available at select/special places.With unique characteristics or brand perception.Sports cars, designer clothing, exotic perfumes, luxury watches, and famous paintings are all examples of specialty products. Specialty products require targeted promotions with exclusive distribution they are found in select places. Purchasers of a Ferrari would need to spend considerable effort sourcing the car. Take, for example, a Ferrari (a specialty product). Rather, buyers typically spend more effort in buying specialty products compared to other types of products. Specialty products are typically high priced, and buyers do not use much time to compare against other products. Consumers of such products are willing to exert special effort to purchase specialty products. Specialty products are products with unique characteristics or brand identification. Shopping products require personal selling and advertising and are located in fewer outlets (compared to convenience products) and selectively distributed.Īirline tickets, furniture, electronics, clothing, and phones are all examples of shopping products. Therefore, shopping products are more carefully compared against, and consumers spend considerably more time, as opposed to convenience products, comparing alternatives. Consumers usually compare attributes of shopping products such as quality, price, and style between other products. Shopping products are bought less frequently by consumers. Not commonly compared with other products.Sugar, laundry detergent, pencils, pens, and paper are all examples of convenience products. The products are widely distributed, require mass promotion, and are placed in convenient locations. Convenience products are typically low-priced, not-differentiated among other products, and placed in locations where consumers can easily purchase them. They are bought immediately and without great comparison between other options. From a marketing perspective, there are four types of consumer products, each with different marketing considerations.Ĭonvenience products are bought the most frequently by consumers. In other words, consumer products are goods that are bought for consumption by the average consumer. Consumer products, also referred to as final goods, are products that are bought by individuals or households for personal use.
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