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Principles of Marketing - Philip Kotler

Classification of consumer goods

Consumers buy a huge variety of goods. One convenient method of classifying all of these products is split into groups based on consumer buying habits. On this basis can distinguish the goods of daily demand, pre-select products, special products supply and demand of passive products (see. Fig. 50) 6.

FMCG - products that consumers usually buys frequently, without hesitation and with a minimum of effort on their comparison with each other. Examples of such products can serve as tobacco, soap and paper.

FMCG can be further divided into basic goods constant demand, goods impulse buying, and products for emergency cases. The main products of constant demand people buy regularly. For example, so make ordinary purchases ketchup "Heinz" toothpaste "Crest" and crunchy cookie "Ritz". Goods impulse buying purchase without any pre-planning and research. Typically, these products are sold in many places, and so consumers almost never specifically they are not looking. For example, candy bars or magazine spread near the settlement unit, because otherwise consumers might not think about their purchase. Goods for emergency purchase in the event of urgent need of them, such as umbrellas during a downpour, boots and shovels after the first snow drifts. Producers of goods for emergencies organize their distribution through a variety of retail outlets, so as not to miss the opportunity to sell when the customer suddenly need these products.

Fig. 50. Classification of consumer goods

Preselection goods - goods that the consumer in the process of choosing and buying, as a rule, compares with each other on the suitability of performance, quality, price and appearance. Examples of such products can serve as furniture, clothing, second-hand cars and major household appliances.

Preselection Goods can be further subdivided into similar and dissimilar. The buyer examines the goods as similar products, the same quality, but different from each other at a price to such an extent to justify their comparison with each other when buying. The seller of such goods in a conversation with the buyer must "justify the price." However, when buying clothes, furniture and more disparate products their properties are often much more important to the consumer prices. If the buyer need a suit with stripes, the style, landing on the shape and appearance of this suit are likely to be more significant than the small difference in price. That is why the sale of goods disparate pre-selection should have a wide range to meet a variety of individual tastes, and keep the staff well trained sellers, which could provide the consumer with the necessary information and give him advice.

Goods much in demand - products with unique characteristics and / or specific brand products, for the acquisition of which a significant portion of the buyers ready to spend extra effort. Examples of such products can serve as specific brands and types of fashion goods, cars, stereos, photographic, men's suits.

For example, the car "Mercedes" is a commodity much in demand as buyers are ready to overcome long distances to get it. The goods do not demand special predpolagyut no comparisons. An additional contribution to the consumer is the only time that he spends to get to a dealer who sells the goods sought. At the same time the convenience of the location of the dealer does not matter, it just has to be sure to inform potential buyers about their location.

Goods passive demand - products, which the consumer does not know or know, but usually does not think about their purchase. New items such as smoke and kitchen machines indicators for food processing are in a passive discharge of goods in demand until the advertising does not provide the consumer awareness of their existence. Classic examples of well-known and yet not cause consumer goods are life insurance, burial plots, tombstones and encyclopedias.

By virtue of their nature, these products require for their marketing major marketing efforts in the form of advertising and personal selling methods. Some of the most sophisticated methods of private sale were born as a result of striving to ensure the sale is a passive consumer goods.