por What are convenience products?
The convenience products They are a type of consumer good that is easily accessible to the consumer and does not require much comparison between brands. In turn, this type of goods can be classified into current, emergency and impulse goods.
Consumer goods are those that the final consumer purchases directly for their use, such as clothing, cars, magazines, etc. These goods fall into four categories: convenience, comparison, specialty, and unwanted products.
Consumer products are among those that are sold the most, since they are quickly purchased from the supply that best suits the customer in terms of proximity and preferences. Generally, the use of these products is done immediately, because they are necessary to cover needs instantly.
There tend to be many manufacturers of this type of element thanks to the great utility in operations that convenience products generate, whatever the industry in which they are developed.
Usually, priority is given to sales volume with low prices without high utility per unit, but high utility based on units sold.
On the other hand, the massive consumption of this type of product has generated the appearance of specialized stores in the trade of these goods, and which are very easy for consumers to reach. In recent years, these establishments have represented strong competition for traditional businesses.
Most people are usually very familiar with these products, as they are purchased on a massive scale and very regularly every time they go to the supermarket, every time there is a social gathering and they want to take something to share, when a piece of furniture is damaged at home. and materials are required to patch it up, among other scenarios.
Features of convenience products
Convenience products are generally consumed frequently, because they are used regularly in daily life. Therefore, the consumer has deep knowledge about it and does not worry excessively about brands or competition.
As convenience products tend to be frequently used by the consumer for basic and non-specialized issues (such as toothpaste), manufacturers of these types of goods have to make great efforts in advertising to attract consumers and win your preference.
They do not represent a great effort —neither economic nor search— for the consumer.
This type of goods is within the immediate reach of people, since the distribution chain is extensive and can be obtained both in large market chains and in smaller retail establishments, such as warehouses.
Since these products are usually sold at relatively cheap prices, they do not generate a high unit profit, but this result is offset by the large number of units that are usually sold.
The consumer chooses which product to buy based simply on convenience factors—such as the closest place to get the product—without looking at brand or price. Therefore, these goods do not require high customer involvement.
Involvement can be understood as the quality and quantity of information that a consumer requires to make decisions about which of the options to choose among the available products.
Convenience products are low-involvement in relation to their consumers due to their low prices and similar features.
Classification
Convenience products, in addition to being a subdivision of consumer goods, are also divided into three categories determined by the use that the consumer gives them:
current goods
They are those products that are purchased more frequently, and are generally for daily consumption.
emergency goods
Its acquisition depends on whether an unexpected condition occurs that requires the purchase of a specific product.
Your purchase is not usually made in advance, anticipating situations that warrant it, but just at the moment in which you really need to buy the product.
impulse goods
They are products whose consumption is not due to emergencies, but it is not done daily either.
These goods are consumed by simple taste and whim of consumers, and usually represent momentary temptations, such as a craving for a chocolate candy.
Convenience stores
Given the massive consumption of convenience goods, the so-called convenience stores arose.
These establishments are nothing more than stores dedicated to providing different convenience goods in one place. They are usually located in strategic places, such as gas stations, or are extensive chains with many stores throughout a territory, such as Oxxo, Walmart, Carrefour and 7 Eleven, among others.
Generally, they are open longer hours than conventional stores, such as supermarkets and bodegas, in order to attract customers and provide attention to any need they may have.
However, customer service for approximately 18 hours a day represents extra costs for these establishments, which is reflected in a slight increase in product prices.
examples
currents
Convenience products are present on a daily basis. For example, when you buy bread to make sandwiches, milk to eat with cereal, fast food, etc.
The examples mentioned pertain specifically to the regular convenience products division. Other of these goods can be laundry detergents, household cleaning products, newspapers, fruits and adhesive tape, among others.
Of emergency
Regarding emergency goods, umbrellas, batteries, flashlights, light bulbs, candles and spare parts for cars, among others, stand out.
These products are only purchased when a situation arises that warrants their use. For example, when the use of a flashlight is required and its batteries run out.
impulse
Impulse products tend to be consumed a little less regularly than regular goods.
They are usually available in both large and small establishments, such as kiosks, which are generally intended solely for the sale of this type of goods. Some impulse goods are candy, cookies, magazines, ice cream, and accessories, among others.
References
Vera, J. Differences in the involvement profile between convenience products and comparison products. Retrieved from scielo.org.
Silipigni, Lynn. Is anything more important than convenience? Retrieved from oclc.org.
Cabrera, O. Redefining convenience: consumer need. Recovered from larepublica.co.
Product analysis. Recovered from unid.edu.mx.