Page 4 - Lesson Note 2

(f) Sales promotion schemes or short term incentives such as sales contests, discount offers, etc

play an important role in the marketing of such products.

2. Shopping Products:
Shopping products are those consumer goods, in the purchase of which buyers devote

considerable time, to compare the quality, price, style, suitability, etc., at several stores, before

making final purchase.
Some of the examples of shopping products are clothes, shoes, jewelers, furniture, radio,

television, etc. The important characteristics of shopping products are as below:

(a) The shopping products are generally of durable nature, i.e., they normally survive many

uses;

b) The unit price as well as profit margin of shopping products is generally high;
(c) As these products have high unit price, customers compare the products of different

companies before making selection;

(d) Purchases of shopping products are generally pre-planned and there is little degree of
impulse buying in these products; and

(e) Retailers generally play an important role in the sale of shopping products as lot of

persuasive effort is needed to convince the buyers to purchase them.

3. Specialty Products:
Specialty products are those consumer goods which have certain special features because of

which people make special efforts in their purchase.

These products are such, which have reached a brand loyalty of the highest order, with a
significant number of buyers.

The buyers are willing to spend a lot of time and efforts on the purchase of such products.

Some of the important characteristics of the specialty products may be summed up as follows:

(a) The demand for specialty products is limited as relatively small number of people buys these

products;
(b) These products are generally costly and their unit price is very high;