There are four types of consumer products—products and services bought by final consumers for personal consumption. Identify a product or service in each consumer product category that you or someone you know has purchased. What did you purchase, and where did you purchase it? Explain the purchase decision using the consumer product characteristics outlined in the Table 7.1, Marketing Considerations for Consumer Products.

Data From  Table 7.1

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Table 7.1 Marketing Considerations for Consumer Products Marketing Considerations Convenience Customer buying behavior Price Distribution Frequent purchase; little planning, little comparison or shopping effort; low customer involvement Low price Widespread distribution; convenient locations Shopping Type of Consumer Product Less frequent purchase; much planning and shopping effort; comparison of brands on price, quality, and style Higher price Specialty Strong brand preference and loyalty; special purchase effort; little comparison of brands; low price sensitivity Highest price Unsought Little product awareness or knowledge (or, if aware, little or even negative interest) Varies Selective distribution in fewer Exclusive distribution in only Varies outlets Promotion Mass promotion by the producer Advertising and personal selling by both the producer and resellers Examples Toothpaste, magazines, and Major appliances, televisions, laundry detergent furniture, and clothing one or a few outlets per market area More carefully targeted promo- tion by both the producer and resellers Luxury goods, such as Rolex watches or fine crystal Aggressive advertising and personal selling by the producer and resellers Life insurance and Red Cross blood donations