Assignment 2:

Consumer Product

Done to:-
MISS. ISMALAILI ISMAIL

Prepare by:-
NUR AZWA BT ABD AZIZ
01200951294

Faculty:-
FBA/2010

Subject:-
MARKETING (FBS 0033)

Submit ion date:-

8 JUNE 2010
Question:-

Provide two (2) example of consumer-goods classification that you learn in the class. Briefly
explain the product that you choose. You can use product the available in the market or product
that’s you use for your personal consumption.

Answers:-

There are four (4) classifications of consumer product. That is:-

 Convenience
 Shopping
 Specialty
 Unsought

Convenience consumer product is a product that the customer usually buys

frequently, immediately and with a minimum of comparison and buying effort. Example of it is
firstly, sugar and salt. The reason for choosing this product is because the product has a
widespread distribution. The availability of the product is very important because it is staple and
essential goods. Another reason is because customer will be getting the same quality, taste,
and even at the same price with any type of brands name.

Second example of convenience consumer product is sweets, and candy. This is basic
on impulse convenience type of product. The products are bought without prior thought. Sweet
and candy are bought because of the mass promotion done by the producer. It is practically in
very store in the world with different type, color and shape.

Third example of convenience consumer product is soar throat medicine. This is

because soar throat medicine is an emergency product. Consumer will get the product despite
of the brand. Consumer aims of the functionality of the product, is that to relief their soar throat.
Not color, image, design or name brand of the product.

Shopping consumer product is a product that the customer, in the process of selection
and purchase, characteristically compares different product or brands in terms of suitability,
quality, price and style. Example of it is firstly computer or laptop. This is because computer is
less frequently purchased by me as a student I can not really afford it. The product should last
long, durable, according to the latest technology and can function suits my student life style.
Deep and intensive search must be done. It takes complex and time consuming decision
making process. Purchase of computer or laptop also involves careful consideration of price and
quality of the product.

Second example is clothing such as pants or shirt. This is because to compare style
between various styles of shirt, whether urban, street, trendy, simple and according to individual
fashion view. Sometime, I also by it because it have been influence by the attractive ad in the
magazine.
 Specialty consumer product is a consumer product with unique characteristic or brand
identification for which a significant group of buyers is willing to make a special effort to
purchase. Example of it, firstly hand phone. For me, I will by a specific brand of hand phone. I
like Sony Ericsson or Apple. I like will buy that brand of phone because I love their function,
sound and people friendly equipment. The brand will produce products that suit my style of
living. Fast living, many function in one product, and very stylish. No matter what the price of it. I
will buy hand phone product by that brand.

Second example is bra. This is a special case of product. For young women who have a
big breast in Malaysia to find a big size bra without looking like an old lady is very difficult. So, I
only buy bra for Xixili. This is because their product is very up-to-date style and very suitable for
a young women like me. Their product also came in a small size and big cup size (A-G cup). I
will keep up with their latest trends of fashion not matter what the price it will buy it.

Unsought consumer product is a consumer product that consumer either does not
know about or know about but does not normally think of buying, has little interest in buying and
only buy when they perceive the necessity of buying it. Example of it is firstly, life insurance.
People in Malaysia don’t normally buy life insurance. For looking at my mum, she tells me that
she buy life insurance because she has been approach by a salesman. After some dept thinking
she buy life insurance for the benefit of the family because she as the sole proprietor of the
family and wanted to protect the family from any financial difficulty.

Second example is finance service like when my mum wants to restructure the family
financial income she goes to a financial advisor from CIMB. Financial advisor advise her to take
ASB for the big child future, education insurance for the youngest children and restructure all
her mortgage. This is beneficial to the families financial future.