ABSTRACT

A diverse range of products/services and markets calls for different marketing mixes. A product is the central focus of the marketing mix as this is what is delivered to the consumer. Customers pay for something specific and identifiable, but this also includes promotion, availability and perceived value. Products have intangible and tangible attributes. With this in mind it is appropriate to consider products in identifiable groups. Consumer decision processes are clouded by the existence of many brands that require comparisons and choices to be made. Convenience goods can be divided into staple and impulse purchases. Staple goods are consumed on a daily basis where opportunities for differentiation are less. If a sudden need arises that might have been forgotten on a major shopping trip, then even less thought is put into the purchase. The purchase of speciality goods is typified by an extensive search.