When final consumers are willing to spend much time and effort comparing quality and style--with brand and price being less important--the product is:

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Heterogeneous shopping products are those that require much time and effort from consumers to compare quality and style, with brand and price being less important. Examples include furniture, clothing, and appliances. Inspection products require that consumers physically examine the product before purchase, homogeneous shopping products are those where consumers view all brands as similar and choose based on price, and specialty products are those with unique characteristics that consumers are willing to go out of their way to purchase.

When Final Consumers Are Willing to Spend Much Time and Effort