Page 5 - Lesson Note 2

(c) These products are available for sale at few places as the number of customers is small and

are willing to take extra efforts in the purchase of these products;

(d) An aggressive promotion is required for the sale of specialty products, in order to inform

people about their availability, features, etc.; and
(e) After sales services are very important for many of the specialty products.

B. Durability of Products On the basis of their durability, the consumer products have been

classified into three categories— Durable, Non-durable and Services.
1. Non-durable Products:

The consumer products which are normally consumed in one or few uses are called non-

durable products.

For example, we purchase products like toothpaste, detergents, bathing soap and stationary

products etc.
From the marketing point of view, these products generally command a small margin, should

be made available in many locations and need to be heavily advertised.

2. Durable Products:
Those tangible consumer products which normally survive many uses, for example,

refrigerator, radio, bicycle, sewing machine and kitchen gadgets are referred to as durable

products. These goods are generally used for a longer period, command a higher per unit

margin, require greater personal-selling efforts, guarantees and after sales services, on the part

of the seller.
3. Services:

The durable and nondurable goods are tangible in the sense that these have a physical

existence and can be seen and touched. Services are intangible in form.
By services we mean those activities, benefits or satisfactions, which are offered for sale, e.g.,

dry cleaning, watch repairs, hair cutting, postal services, services offered by a doctor, an

architect and a lawyer.

Some of the distinguishing characteristics of services are as follows:

(a) By their very nature, services are intangible, i.e., we cannot see, feel or touch them;