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This document summarizes three categories of goods - convenience goods, shopping goods, and specialty goods - and how marketing methods differ based on consumers' buying habits for each category.
1) Convenience goods are purchased frequently at easily accessible nearby stores. Their marketing focuses on widespread distribution through many small stores.
2) Shopping goods require comparing options, so consumers make special trips to shopping centers. Their marketing focuses on large stores with a variety.
3) Specialty goods rely on brand reputation or a store's expertise. Consumers will travel farther for specialty stores with attractive styles. Their marketing focuses on fewer stores with loyal customers.
This document summarizes three categories of goods - convenience goods, shopping goods, and specialty goods - and how marketing methods differ based on consumers' buying habits for each cate…