Chapter#4 Products

There are two types of products which are the following.

1. Consumer products
2. Industrial products

Today we just discuss about consumer goods and services.

What are consumer goods?

Consumer goods are those which are uses by final consumer. In other words we can say that
these goods directly given to the final consumer.

Consumer products
Consumer products contain goods and services.

There are many types of goods which are below

1. Convenience goods
2. Shopping goods
3. Specialty goods
4. 1-convenience goods
There are three types of convenience goods

1. Staples goods
2. Inpulx goods
3. Emergency goods

Convenience goods
Convenience goods are those goods in which we have all knowledge about the products which
we purchase. In these goods the consumer don’t waste or spend their more time in this type of
goods. For instance: we go to a shop to purchase a dawn bread so in that shop dawn bread is
not available so we will purchase another bread so we don’t go to another shop to purchase the
dawn bread.

Staples goods
In this type of product people don’t spend their more time. For instance: if we go to shop to
purchase a football match box so there is football match box is not available so you don’t go to
another job so you purchase another match box. This type of goods has low prices.
Inpulx goods
There are three types of inpulx goods
1. Pure goods
2. Suggestion goods
3. Reminder goods
4. Plan goods
Definition of inpulx goods
It means that this type of goods is not specific. In other words, we don’t plan about this type of
things. For instance: we go to a shop with babies to purchase the breakfast so when we
purchase the items of breakfast so babies purchase chips or sweets so this chips or sweets are
inpulx goods.

➢ Pure goods
These goods also do not plan, but this type of goods we purchase by inner feelings. The inner
feelings means when we are hungry so we eat food, when we are thirsty so we drink water. For
instance: we go to a market for shopping so we don’t plan about eating or drinking so we feel
thirsty so we drink water in the market so we go to a shop for purchase nestle water bottle so
there is not available nestle bottle so we purchase another water bottle. It is the example of
pure impulx goods.

➢ Reminder goods
In these types of goods we can say that we purchase another thing by our previous
experience. For instance: we go to market for jeans and shirt shopping we don’t plan about
the big 7 jeans we survey the shops suddenly we watch big 7 jeans so we purchase it for the
cause of our previous experience because we know about this brand. Reminder goods are
those we plane about other goods but when we go to market we watch a thing on which we
have previous experience so we purchase it.

➢ Suggestion goods
It means that when we go to a shopping mall so we watch that many people watch and read
about the specification of some goods. It means that when we watch anything first time so we
must read about its specification which writes on its rapper. For instance: we go to chase up
for shopping so we watch a new thing and we stop and read about its specification so it is the
suggestion goods. In suggestion goods it is not necessary that we must purchase that thing.
➢ Plan goods
It means that we know or plan about anything. It means that we know about any sale of
anything which continues in any shopping mall. For instance: we know about the matro
discount sale of chocolate will going on the next week, so we plane about if we go to matro so
we purchase the chocolate but we also must watch the biscuit discount sale if there will
discount sale is going on in biscuit so we will also purchase biscuit.

Emergency goods
This type of goods we purchase or get in emergency. For instance: we ride our bike so
suddenly it get puncture so it is necessary for us that we must get puncture of our bike
because we want go to our home and we want to ride our bike. Another example is we want
to get call but we have no load in our mobile so we must get load in our mobile for call.
Another example is we feel headache and we quickly go to a shop and we purchase tablet. In
emergency goods we don’t before purchase that thing but when we get emergency on that
time we purchase those things.

We discuss above these all are the types of convenience goods so now we discuss about the
shopping goods.
Shopping goods
Shopping goods are those goods in which consumer has lack of knowledge but he try to get
knowledge in shopping goods. He also try to get knowledge about its alternatives.

There are two types of shopping goods which are follows.

1. Attribute goods
2. Price based goods
Attribute goods
Attribute goods are those goods in which the person want to get knowledge before
purchase. For instance: a person go to purchase television in a showroom so first he want to
get knowledge about all televisions, then he get decide that which type of television he
should purchase.
Price based goods
Price based goods are those goods in the customer want get in low prices. For instance: a
person go to market for purchase jeans so he don’t prefer anything and say that these all
jeans made in a place so who gives me this jeans in a low price on that shop I will purchase.

Specialty goods
Specialty goods are those goods in which a person will spend their time to purchase. In that
type of things the customers are loyal with the brand. For instance: a person go to a shop to
purchase tea of family mixture but there family mixture tea is not available so he go to
another shop and he spend their time to purchase family mixture tea because the customer is
loyal with tea brand and he don’t easily accept another brand. Another example is when we go
to a pan shop to purchase cigarette so we want to purchase gold leaf so there is not available
so we don’t easily accept another brand cigarette because we are loyal with that brand. This
goods include in a small brand. For instance: many people loyal with small brand like babu biri.
Another example is many people loyal with open tea which sells out in market.
Generic goods
Generic goods are those goods which are going on with the name of manufacturers. For
instance: we want to purchase a bike 125 so we say purchase Honda cdi 125 because there
only name hi kafi hai. It means that Honda 125 sale out only the name of the company.

Services
There are two types of characteristic in services which are follows
1. Intangibility
2. Perishability
3. Inseparability
Intangibility

Perishability services
It means that you cannot store this type of services. For instance: you say to mechanic that
tomorrow my bike will be damaged so give me Rs. 100 service.

Inseparability
It means that you cannot separate this type of service. For instance: if your bathroom tap is
damaged so you go to a plumber and say give me Rs. 200 services it is impossible so you say to
the plumber that come with me in my home and change my bathroom tap.
Category of services
There are three types of category of services which are follows
1. Rented goods service
2. Own goods service
3. Non-goods services

Rented goods service

It means that we hire thing for specific time period. For instance: we go to car rent office so
we book a car for one week so car rental office provide services of rental cars so after one
week we return the car and give payment of one week because we hired the car for one week.

own goods services

It means that you have a lot of things in your life in which you owner of the goods. For
instance: you have a bike and sometimes you get service your bike by a mechanic so you go to
a mechanic and get services your bike and give him payment for service. It means that you get
service for your own goods.

Non-goods services
It means that there are no physical thing is available. For instance: if we want to get
accountant in our office so we hire a consultancy firm so there is no physical appearance but
our work of accounts will be do. Another example is a teacher teach us but there is no physical
appearance but it is service.

Elements of product mix chart

There are five elements of product mix chart which are follows.

1. Product item
2. Product line
3. Width of a product mix
4. Depth of a product mix
5. Consistency

Product item
Product item are any kind and size of product, any kind of brand. It means that product item is
included in any types of product.

Product line
It means that closely related goods. For instance: a firm has many kinds soap such as life buoy,
lux, dove, or others so that are the closely related items in which can say it is the product line.
Width of a product mix
It means that a company has different types of product. For instance: a firm has a lot of
products such as ice cream, soaps, edible oil, shampoo or others they are width of a product
mix.
Depth of a product mix
It means that a company has a lot of products but it also have different types of brands in that
product. For instance: a company has a lot of products such as ice cream, soaps, edible oil,
shampoo or others but a company also have different brands in their products such as soaps
life buoy lux or others ice cream cornatto, omore, walls or others edible oil dalda, habib oil,
kisan or others shampoo sunsilk, head and shoulde, dove or others. It is the depth of a produc
mix.

Consistency
it means that a company has many brands in a product but in that product it has different
sizes and prices. For instance: a firm has many soaps like life buoy but it also have different
size and price in life buoy soap small soap is Rs. 10 medium soap is Rs. 35 and large size soap
is Rs. 50. It is the consistency of the product.