QUESTION $1(25$ marks$)$

Shopping products are bought less frequently by consumers. Consumers usually compare

attributes of shopping products such as quality, price, and style between other products. Therefore,

shopping products are more carefully compared against, and consumers spend considerably more

time, as opposed to convenience products, comparing alternatives. Shopping products require

personal selling and advertising and are located in fewer outlets $($compared to convenience

products$)$ and selectively distributed.

Understanding whether products are convenience, shopping, specialty, or unsought is very

important. For example, it would not make sense to expend considerable marketing efforts on

sugar. There is little differentiation between different brands of sugars and spending money on

advertising would not play a role in changing consumer perception.

On the other hand, unsought products would require considerable marketing efforts. As a consumer,

purchasing life insurance is not top$-$of$-$mind; consumers do not normally think about it$.$ Therefore,

considerable marketing and advertising efforts are required to make unsought products known and

to warrant a purchase by consumers.

Convenience goods are those that are regularly consumed and are readily available for purchase.

These goods are mostly sold by wholesalers and retailers and include items such as milk and

tobacco products. Convenience goods can be further segmented into staple convenience goods

$($fulfilling basic customer necessities$)$ and impulse convenience goods $($non$-$priority goods, such as

cigarettes$).$ Shopping goods are those in which a purchase requires more thought and planning

than with convenience goods. Shopping goods are more expensive and have more durability and

longer lifespans than convenience goods. Shopping goods include furniture and televisions.

Specialty consumer goods are rare and often considered luxurious. The purchase of specialty

goods is reserved for an elite class of shoppers with the financial means to conduct the purchase.

Marketing efforts are geared to a niche market, usually the upper class. These products include

furs and fine jewellery.

Unsought consumer goods are readily available but are purchased by a few members of the

available market. These items are not usually purchased repeatedly and usually serve specific

needs, such as life insurance.

With reference to the extract given above, discuss in detail the classification of consumer products

and provide a relevant diagram to support your discussion.