To discover the reasons why consumers are inclined to buy and thus generate successful marketing strategies , it is important to know how products are classified.
Although there are many ways to classify product categories , there are four types that are closely related to the consumer habits and needs of buyers, and therefore very useful for making the most of our marketing . Taking advantage of their differences to achieve more sales and strengthen your brand in the eyes of consumers.
Purchasing habits, price and competition determine the different types of products. These three characteristics of a product make it easier for marketers to make decisions regarding the type of strategy to follow with each one of them in order to respond to the needs of the buyer.
In order to choose a marketing strategy hong kong whatsapp number data another that suits the needs of your clients and to be able to establish the dedicated budget and scope, it is important to study what goes through the minds of consumers and their purchasing behavior. For example, buying convenience products is not the same as buying insurance or making donations to charitable causes.
The 4 types of products
Based on consumers’ shopping experience, we can establish these four product categories:
Each of these categories is characterized by having a diversity of products according to the habits of buyers, their prices and some shared characteristics. Knowing them well favors the use of appropriate sales strategies.
Convenience products
Convenience products are those that customers buy regularly and therefore do not require much thought.
Generally, when a buyer has chosen his or her what is sem what is it for and how does it work? favourite brand for this type of product, he or she remains loyal. Unless there are compelling reasons, he or she does not usually change his or her choice: attractive brand advertising, a substantial price improvement or ease of purchase.
In this category we find products such as shower gel, cellulose, chocolate and milk.
To successfully market a convenience Find out what product, we must take into account that most consumers choose one product or another impulsively. The accessibility of these products, the shopping experience and the attractive presentation are smart ways to market them.
Furthermore, these types of products ej leads usually expensive, so discounts and promotions would not be a decisive strategy when considering one form of marketing or another. Changing the habits and customs of a satisfied customer by offering them a better price usually has no effect.
Brand recognition strategies are a determining factor in convenience products. Implementing massive awareness campaigns is very necessary.
Comparison products
As the name suggests, comparison products require careful thought from customers to choose the one that best suits their needs, interests and budgets.
They tend to be more expensive than convenience products. However, they have a very wide price range and include a vast diversity. Clothes, decorative objects, cars and even houses are part of this type of products.
Unlike convenience shopping, which occurs regularly and repeatedly, comparison products , such as clothing, are purchased seasonally, once a year. Consumers do not usually change cars or homes repeatedly due to the cost of these types of products. In addition, they require a process of evaluation, information and comparison between the different possibilities that exist in the market.
To sell a comparison product we must invest in marketing strategies that reinforce the value of the product and the benefits that its purchase will represent over those of the competition.
Price is a determining factor in this type of product. Customers appreciate promotions, discounts and sales, which attract customers to the brand.
Products of conviction
We refer to conviction goods when we talk about products that customers search for independently and that, in general, are only offered by a specific brand. This occurs in those products that have the best quality or that are exclusive in their market niche; this type of product has no competition and its buyers do not compare or look for alternatives.
Apple products are a great example of this type of category. Apple users are often convinced by its technology and do not consider other options on the market. They have long-standing brand and product loyalty, as well as an unfounded perception of the quality of its products.
In order to market the brand, it is not necessary to build large campaigns to convince buyers of the value of the products. Generally, they are aware of it and actively seek to consume the brand’s products.
Instead, these companies must constantly innovate, optimize their products and improve their performance to ensure that consumers remain excited and loyal to the brand.
Unwanted products
There is a type of product that, unlike convenience products and products of conviction, consumers have no interest in buying. For example, electric batteries, insurance or fire extinguishers.
We usually buy these products strictly out of necessity. Or for security, or for foresight. So no type of advertising can make us want to buy them. Unless it is a reminder about the usefulness and the headaches that their purchase can save us, such as the strategy of a funeral company.
Now you can fit your product or service into one of these categories. Do your research and try to understand your customers’