Step 1: Classifying Products

 Wide-screen TV: shopping product

 Eggs: convenience product
 A new car: shopping or specialty product
 Charity donations: unsought product
 A mobile phone: shopping product
 Computer games: shopping product
 Newspaper: convenience product
 Hot coffee: convenience product
 A tennis racquet: shopping product
 Jewelry: shopping or specialty product
 Life insurance: unsought product
 Luggage: shopping product
 A haircut: shopping product
 Can of soup: convenience product
 Textbooks: unsought product?
 Clothing: shopping/specialty product
 Soft drink: convenience product
 Flowers: convenience product
 A DVD: shopping product
 Furniture: shopping product

Step 2: Market Niche and Positioning Strategy 

1. Are there any products that be classified into more than one category?
2. If products are classified into different categories, does that mean that they do not compete
against each other?
3. In what ways could a marketer benefit from this classification system? In other words, how
does it help guide them in their marketing activities?

1. Products such as cars, clothing, and jewelry can be classified into either the
shopping category or the specialty category. The differentiation in classification falls to the
price of the product, the level of involvement, and if there is a luxury brand name associated.
 If the price falls to the lower end and requires only some effort, it is a shopping product
whereas if the price is on the higher end and it is more difficult to seek out, it would be
considered a specialty product. For example, a new Chevy would be considered a shopping
product as it is likely to be found at many local dealerships, while a new Lamborghini would
be a specialty product as the consumer may have to travel great lengths for this product and
is restricted by limited options in dealerships.

2. I would say that there is still some competition, however, products in the shopping
and specialty products are more likely to be targeting those in different income brackets.
Shopping products are classified as “goods and services consumers purchase after
comparing competing offerings on characteristics” while Specialty products are classified
as “goods and services with unique characteristics that cause buyers to prize those
particular brands.” It may be arguable, however, that those in lower/medium income
brackets would not even consider purchasing a specialty product but some may choose to
save money specifically to purchase the luxury/high quality products eventually.
It seems that the highest level of competition is with those in the same classification,
such as with Convenience products. Products in this category tend to be highly sought out
and widely available, requiring marketers to further distinguish and establish their product to
effectively compete against other brands.

3. Product classification can be beneficial in helping marketers to focus their efforts on

targeting a clearly defined audience. Additionally, classification of products helps marketers
to decide where a product will fit in the marketing mix, allowing them to decide which
methods and strategies are best suited to promote a product or service. Product
classification helps to differentiate and analyze consumer buying behaviors, such as the
amount of involvement consumers are looking for and the amount of money they are willing
to spend.

Question:
Are textbooks considered unsought products or a shopping product? The target
audience for textbooks is predominantly college students which is a relatively small market.
The definition for Unsought products is “product of which consumers are unaware or are
not that interested in actively pursuing for purchase”, and one that consumers do not
consider buying under normal conditions, which I feel is fitting but am still unsure.