Convenience Products CHARACTERISTICS STRATEGY Relatively Inexpensive Y Make available in every Purchase is reqular and possible place recurring v Must be visible inside the Little thinking involved store Minimal shopping effort v Distribution is a major Bought a most convenient marketing mix factor location Easy substitution by Bought on impulse similar brands v Extensive advertising is used
Convenience Products CHARACTERISTICS • Relatively Inexpensive • Purchase is regular and recurring • Little thinking involved • Minimal shopping effort • Bought a most convenient location • Bought on impulse STRATEGY 9 Make available in every possible place 9 Must be visible inside the store 9 Distribution is a major marketing mix factor 9 Easy substitution by similar brands 9 Extensive advertising is used
Shopping Products CHARACTERISTICS STRATEGY Product comparisons occur Selective distribution Consumer seek information Consumers will seek Decisions are based on products in less visible thought locations Relatively higher prices v Quality is important Often fashion oriented Product differentiation is Monetary social risks possib ble Brand loyalty may be found
Shopping Products CHARACTERISTICS • Product comparisons occur • Consumer seek information • Decisions are based on thought • Relatively higher prices • Often fashion oriented • Monetary & social risks • Brand loyalty may be found STRATEGY 9 Selective distribution 9 Consumers will seek products in less visible locations 9 Quality is important 9 Product differentiation is possible