Consumer Goods
Consumer products
are goods and services destined for the final consumer for personal, family, or
household use.
Consumer goods were first classified about 65
years ago by Melvin T. Copeland. His three-category system of convenience,
shopping and specialty goods is widely employed today. The system is based on
shoppers awareness of alternative products and their characteristics prior to
the shopping trip and the degree of search shoppers will undertake. It is
important to recognize that placing a product into one of these categories
depends on the shopper’s behavior.
Convenience goods are those
purchased with a minimum of effort, because the buyer has knowledge of product
characteristics prior to shopping. The consumer does not want to search for
additional information (because the item has been bought before) and will accept
a substitute rather than have to frequent more than one store.
Convenience goods can be subdivided into staples, impulse goods, and
emergency goods. Staples are low-priced items that are routinely purchased on a
regular basis, such as detergent, milk, and cereal. Impulse goods are items that
the consumer does not plan to buy on a specific trip to a store, such as candy,
a magazine, and ice cream. Emergency goods are items purchased out of urgent
need, such as an umbrella during a rainstorm a tire to replace a flat, or
aspirin for a headache.
Shopping goods are those for which
consumers lack sufficient information about product alternatives and their
attributes, and therefore must acquire further knowledge in order to make a
purchase decision. For attribute-based shopping goods, consumers get information
about and then evaluate product features, warranty, performance, options, and
other factors. The good with the best combination of attributes is purchased.
Sony electronics and Calvin Klein clothes are marketed as attribute-based
shopping goods. For price-based shopping goods, consumers judge product
attributes to be similar and look around for the least expensive item/store.
Consumers will exert effort in searching for information, because shopping goods
are bought infrequently. Goldstar electronics and store-brand clothes are
marketed as price-based shopping goods.
Specialty goods are
those to which consumers are brand loyal. They are fully aware of these products
and their attributes prior to making a purchase decision. They are willing to
make a significant purchase effort to acquire the brand desired and will pay a
higher price than competitive products, if necessary. For specialty goods,
consumers will not make purchases if their brand is not available. Substitutes
are not acceptable. |
