How Consumers Shop for the Product
Convenience Products > Frequently purchased with little effort > Low priced > Must be convenient Staples, impulse, emergency | Shopping Products > Considerable time & effort in selection > Moderately brand loyal > Comparison shop Clothing, appliances, services |
Specialty Products > Significant purchase efforts > Brand loyalty > Unique characteristics important to buyer Big Bertha golf club, Rolex | Unsought Products > Little awareness or interest until need arises > Require much advertising & personal selling Retirement plans, insurance |
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