Consumer product classes

Consumer product classes divide into four groups: (1) convenience, (2) shop­ping, (3) specialty, and (4) unsought. Each class is based on the way people buy products.
Convenience products are products a consumer needs but isn't willing it spend much time or effort shopping for. These products are bought often, require little service or selling, don't cost much, and may even be bought by habit.
The three types of convenience products —staples, impulse products, and emergency products —are again based on how customers think about products.
Staples are products that are bought often, routinely, and without much thought—like breakfast cereal, canned soup, and most other packaged foods use. Almost every day in almost every household. Staples are usually sold in convenient places like food stores, discount stores, or vending machines. Branding is important with staples. It helps customers cut shopping effort and encourages repeat buying of satisfying brands.
Impulse products are products that are bought quickly—as unplanned purchases—because of a strongly felt need. True impulse products are items that the customer hadn't planned to buy, decides to buy on sight, may have bought the same way many times before, and wants right now. An ice cream seller at a beach sells impulse products.
If the buyer doesn't see an impulse product at the right time, the sale may be lost. That's why retailers put impulse products where they'll be seen and bought—near checkout counters or in other heavy traffic areas of a store. Grocery stores sell gum, candy bars, and magazines this way.
Emergency products are products that are purchased immediately when the need is great. The customer doesn't have time to shop around when a traffic accident occurs, a thunderstorm begins, or an impromptu party starts. The price of the ambulance service, raincoat, or ice cubes won't be important.
Some small neighborhood stores carry "emergency" products to...

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