Discuss the classification of consumer products.

The classification focuses on the buyer behaviour or buying situations such as routine , limited problem- solving and complex problem –solving or shopping habits. Are products classified on the basis of buyer behaviour and buying influences. This is closely linked to the buyer behaviour such as :
• Routine response situation: familiar , low risk and frequently encountered situation
• Limited problem- solving situation : unfamiliarity, medium risk, less frequently encountered situation
• Extended problem – solving situation / complex buying situation: new or no experience , very infrequent, expensive and high risk purchase
They consist of:
1. Convenience goods : products that are routinely purchased ,immediately ,inexpensive, frequently bought and do not require information search .i.e. corresponds to routine response buying situation. There are three categories of convenience products:
• Staple products: goods that consumers buy on a regular basis e.g. basics foodstuffs
• Impulse products: products purchased without planning or search efforts. Are goods that are available in many places because consumers do not normally look for them e.g. magazines candy bars etc that are displayed at the check out points.
• Emergency products : goods purchased when need arises e.g. umbrellas during a rainstorm
They are characterized by :
• The buyer puts little effort ib buying decisions and convenience takes priority over brand loyalty
• Packaging is important to sell the product as it attracts recognition and positive brand at the point of sale .
• Consumers will accept a substitute.
• Marketers focus on intense/mass distribution
• Brand image to deter switching through effective communication.
• Consumers are price sensitive and the marketer accepts low profit margins
2. Shopping goods : Consumers expend considerable effort planning and making purchase decisions and are linked with limited to problem-solving behaviour. Characteristics :
• Consumers are not particularly brand loyal.
• Need producer intermediary cooperation, high margins, less outlets than convenience goods.
• Use of sales personnel, communication of competitive advantage, branding, advertising, customer service etc.
• Attribute based (Non Price Competition), product with the best set of attributes is bought. If product attributes are judged to be similar, then priced based.
• Examples include appliances, stereos, cameras.
3. Specialty goods : Goods with unique characteristics and/or brand identification for which a significant group of buyers are habitually willing to make a special purchasing effort .They correspond or equate to extensive problem solving or complex buying situation. Characteristics:
• Buyer knows what they want and will not accept a substitute.
• Buyers do not compare alternatives
• Buyers are willing to pay a premium for the exclusiveness of the brand.
• Brand, store and personal loyalty are very high.
• Need reminder advertising to the targeted market.
• Exclusive distribution outlets as buyers do not need convenient locations
• Service augmentation are required.
• Purchase decisions are based on brand image and buyer status.
4. Unsought goods : Products that consumers do not know about or know about but do not normally think of buying unless there is an emergency or through aggressive marketing i.e. there is a sudden problem to resolve (emergency products ) or products to which consumers are unaware and they do think as necessary to purchase without aggressive hard selling.
Characteristics :
• Customers may become aware of the product when there is an emergency that needs immediate purchasing decision
• Require aggressive personal selling/ hardselling.
• Heavy promotional efforts through advertising so that customers think of you first when such a need arises
• Distribution should be through strategic and accessible locations or outlets

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Lellah answered the question on November 5, 2021 at 09:38