INSTITUTE –University School of

Business
DEPARTMENT -Management
M.B.A
Agricultural Marketing Management-BAF 739
Faculty Name : Bishwa Ranjan Kumar
(Assistant Professor)

DISCOVER . LEARN . EMPOWER

1
 Course Objective

COB No. Title

To give an exposure to meaning, definition and objective of Product

COB1
classification
 Course Outcome
CO No. Title Level

Understand the meaning, definition of Product Remember

CO1
classification  

Critically analyze the implications of Product classification

CO2 Analyse
Product Classification
• Can be done in a variety of perspectives

 Consumer-Goods Classification
• Classified on the basis of shopping habits

 Durability and Tangibility

Industrial-Goods Classification
• Classified in terms of their relative cost and how they enter the
production process.
Consumer Product Classification
• Convenience Goods
• Inexpensive, frequently purchased.
• Little effort needed to purchase them.
• Staples, Impulse and emergency goods.
• Shopping Goods
• Not as frequently as convenience products
• Costly
• Consumer does research before purchase.
• Specialty Goods
• Unique features
• Consumer is prepared to pay a premium price.
• Unsought Goods
• Those good that consumers do not know or
• Doesn’t think of buying.
Durability and Tangibility
• Nondurable Goods
• Tangible goods consumed in one or few uses
• Purchased frequently
• Strategy : availability , low priced , heavily advertised
• Durable Goods
• Tangible goods that survive many uses
• Require more personal selling and service
• Higher margins and requires seller guarantee
• Services
• Intangible product
• Requires more quality control and credibility
Industrial-Goods Classification
• Materials and Parts

Raw Materials Farm Products

Manufactured Natural
materials and parts
Products
• Materials and Parts

Raw Materials Farm Products

Manufactured Natural
materials and parts
Products
• Materials and Parts

Raw Materials Component

materials

Manufactured Component
materials and parts
Parts
• Materials and Parts

Raw Materials Component

materials

Manufactured Component
materials and parts
Parts
 • Capital Items
• Installations
• Equipment
• Supplies
• Maintenance and repair items
• Operating supplies
• Business Services
• Maintenance and repair services
• Business advisory services
 REFERENCES
Text Books

• Acharya, S. S. and Agarwal, N. L., 2011, Agricultural Marketing in India. 4th Ed. Oxford and IBH.
• Kohls, R. L.and Uhj, J. N., 2005, Marketing of Agricultural Products. 9th Ed. Prentice Hall.
• Krishnamacharyulu, C.and Ramakrishan, L., 2002, Rural Marketing. Pearson Edu.

Online Articles
• https://gurukpo.com/Content/MBA/product_and_Brand_Management.pdf
• http://www1.udel.edu/alex/chapt11.html
• http://www.ddegjust.ac.in/studymaterial/mba/mm-408.pdf
• https://freebcomnotes.blogspot.com/2016/07/product-management.html-
• https://www.youtube.com/watch?v=4JzoZo2Edg8
• https://www.youtube.com/watch?v=vv4SDjdVQ_M

19
• Assessment Pattern

Components HT-1 HT-2 Assignment Surprise Business GD Forum Attendance Scaled

Test Quiz Marks

Max. Marks 10 10 6 4 4 4 2 40
THANK YOU

For queries you can reach me on Email: bishwa.e9215@cumail.in