Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 16

Classify consumer products. Consumer products are classified into four categories: convenience products, shopping products, specialty products, and unsought products. Convenience products are relatively inexpensive and require limited shopping effort. Shopping products are of two types: homogeneous and heterogeneous. Because of the similarity of homogeneous products, they are differentiated mainly by price and features. In contrast, heterogeneous products appeal to consumers because of their distinct characteristics. Specialty products possess unique benefits that are highly desirable to certain customers. Finally, unsought products are either new products or products that require aggressive selling because they are generally avoided or overlooked by consumers.
2.1 Break into groups of four or five. Have the members of the group classify each of the following products into the category (convenience, shopping, specialty, unsought) that they think fits best from their perspective as consumers (i.e., if they were buying the product): Coca-Cola (brand), car stereo, winter coat, pair of shoes, life insurance, blue jeans, fast-food hamburgers, shampoo, canned vegetables, curtains.
2.2 Although major appliances, like washers and dryers, are usually considered homogeneous shopping products, the high-efficiency front-loaders that boast many more features than standard machines are gaining in popularity. Do you think high-efficiency technology is enough to make washers and dryers heterogeneous shopping products? Explain.