Page 294 - Foundations of Marketing

Product, Branding, and Packaging Concepts | Chapter 10 261

CLASSIFYING PRODUCTS LO 2 . Understand how products
are classified.
Products fall into one of two general categories. Products purchased to satisfy personal and
family needs are consumer products . Those bought to use in a firm’s operations, to resell, or
to make other products are business products . Consumers buy products to satisfy their per-
sonal wants, whereas business buyers seek to satisfy the goals of their organizations. Product
classifications are important because they may influence pricing, distribution, and promotion
decisions. In this section, we examine the characteristics of consumer and business products
and explore the marketing activities associated with some of these products.

Consumer Products

The most widely accepted approach to classifying consumer products is based on characteris-
tics of consumer buying behavior. It divides products into four categories: convenience, shop-
ping, specialty, and unsought products. However, not all buyers behave in the same way when
purchasing a specific type of product. Thus, a single product can fit into several categories.
To minimize this problem, marketers think in terms of how buyers generally behave when
purchasing a specific item. Examining the four traditional categories of consumer products
can provide further insight.
Convenience Products

Convenience products are relatively inexpensive, frequently purchased items for which buy-
ers exert only minimal purchasing effort. They range from bread, soft drinks, and chewing
gum to gasoline and newspapers. The buyer spends little time planning the purchase or com-
paring available brands or sellers. Even a buyer who prefers a specific brand will generally
choose a substitute if the preferred brand is not conveniently available. A convenience product
is normally marketed through many retail outlets, such as 7 -Eleven , ExxonMobil, and super-
markets. Starbucks coffee is available in airports, hotels, and grocery stores, and many of the
Starbucks company-owned stores now have drive-through lanes to ensure that customers can
3
get coffee whenever or wherever the desire strikes. Because sellers experience high inventory
turnover, per-unit gross margins can be relatively low. Producers of convenience products,
such as Altoid mints, expect little promotional effort at the retail level and thus must provide
it themselves with advertising and sales promotion. Packaging and displays are also important
because many convenience items are available only on a self-service basis at the retail level,
and thus the package plays a major role in selling the product.
Shopping Products

Shopping products are items for which buyers are willing to expend considerable effort in consumer products Products
purchased to satisfy personal
planning and making the purchase. Buyers spend much time comparing stores and brands
and family needs
with respect to prices, product features, qualities, services, and perhaps warranties. Shoppers
business products Products
may compare products at a number of outlets such as Best Buy, Amazon.com, Lowe’s, or
bought to use in an organization’s
Home Depot. Appliances, bicycles, furniture, stereos, cameras, and shoes exemplify shop-
operations, to resell, or to make
ping products. These products are expected to last a fairly long time and are purchased
other products
less frequently than convenience items. Shopping products require fewer retail outlets than
convenience products
convenience products.
Relatively inexpensive,
Because shopping products are purchased less frequently, inventory turnover is lower,
frequently purchased items for
and marketing channel members expect to receive higher gross margins. In certain situations, which buyers exert minimal
both shopping products and convenience products may be marketed in the same location. purchasing effort
Both Target and Walmart carry shopping products such as televisions, computers, and cam-
shopping products Items for
eras as well as groceries and other convenience products. Campbell’s soup is a convenience which buyers are willing to
product that can be purchased in most stores that sell food products, whereas Nordstrom expend considerable effort in
offers many shopping products, including stylish handbags for which women are willing to planning and making purchases

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