Convenience product

Convenience product is a type of product which consumer buy frequently, and instantly. Usually, without any buying effort, and a minimum of comparison. Convenience products are often very cheap. In shops, they are easily to located, because marketers place them in populars locations. Examples of convenience products are milk, chocolate, coffee, butter, dish soap.

The brand of product is not the most important for buyers, even if some of brand is no available in shop, they are able to choose different substitute. Most of consumers doesn't need a lot of time, to planning the purchase, because of low purchase risk.Convenience products in general, are selling in special self-services convenience stores, called “discount shops”. Convenience products in this kind of shops, are highly available and offered in low prices. This is a reason, why discounts shops getting popular worldwide.

Classification

Convenience product, is a part of products and services classification containing:

• Convenience products
• Shopping products
• Specially products
• Unsought products

Categories of convenience products

Convenience products, are divided for:

• Staple
• Impulse
• Emergency

Staple products, are purchase regularly, and include everyday basis products, for example milk, bread, butter, sugar. Brand of this products is usually less important, because differences between staple products are very small. Often some of this products like bread don't have any brand. Advertising in this category is not profitable. Impulse products, are bought without any effort and planning. Consumer, frequently uncontrolled this behavior. Therefore, in shops, some of products must grabs consumer attention, in order to buy this product. In general, products like sweets or chewing gum are located in shop at the checkout aisle. Buying intention, is the most important difference between staple products, and impulse products. Staple products, are buying almost everyday and consumers know exactly what they want, or what they usually buying, but before buy “on impulse” consumer don't expect this purchase, because it is spur of the moment. Last category, are emergency products in which price is irrelevant. Purchase results from immediate needs. Consumers buy this products, in the moment when they need them. For example, bandages and umbrella, are emergency products. Consumer need them quickly, therefore purchase is unplanned and unexpected. The most important thing, is highly available, advertising is less important.

Promotion of convenience products

Every type of product, have own promotion mix structure. Marketers usually, use advertising for convenience products, departs from personal selling. Convenience products are low-priced, therefore simple ad for example in newspaper, or TV, give a chance to buy a product. Buying this kind of product is connected with low risk, because client use convenience product frequently. Salesman advice is in this case redundant. The most popular way to promote convenience goods, are "samples, coupons and refunds". It gives consumers a chance to try on they own products like, food or cosmetics. A buyer who try some products, is more willing to buy them. Research suggests that client who visiting a shop specially for buying sale-priced products are more likely than others buyers to purchase another product on sale.

Examples of Convenience product

• Milk: Milk is a highly perishable product and is considered a convenience product because it is something that people buy frequently and is easy to access. Milk is often found in the dairy section of supermarkets and corner stores.
• Chocolate: Chocolate is a common convenience product as it can be found almost everywhere, from corner stores to supermarkets. It is a product that people buy frequently, and it is often seen as an impulse purchase item.
• Coffee: Coffee is another convenience product that people buy regularly. Coffee can be found in supermarkets, convenience stores, and even in specialty coffee shops.
• Butter: Butter is another convenience product that people buy frequently, usually found in the dairy section of supermarkets. It is a staple ingredient in many dishes, making it a popular choice for convenience purchases.
• Dish Soap: Dish soap is a product that people buy regularly as it is a necessity for cleaning dishes, pots, and pans. It can be found in supermarkets, convenience stores, and even some drugstores.

Advantages of Convenience product

A convenience product is a type of product that consumers purchase frequently and without much effort or comparison. The main advantage of convenience products is that they are often very cheap, easily accessible, and require minimal effort to purchase. Additionally, convenience products are typically placed in popular locations in stores making them easy to find. Some examples of convenience products include milk, chocolate, coffee, butter, and dish soap. The advantages of convenience products include:

• Low cost: Convenience products are often relatively inexpensive, making them an affordable option for many consumers.
• Accessibility: These products are usually easily accessible, with many stores stocking a wide variety of convenience products.
• Quick purchase: Consumers can purchase convenience products quickly and with minimal effort.
• Location: Convenience products are typically placed in popular, easily accessible locations in stores, making them easier to find.

Limitations of Convenience product

Convenience products have several limitations. These include:

• Limited shelf life: Convenience products usually have a short shelf life and need to be used or consumed quickly. This means that consumers have to buy them frequently, which can be costly.
• Low margins: Since convenience products are typically low-cost, they often have low margins, which can make it difficult for companies to make a profit.
• Low customer loyalty: Since convenience products are bought frequently and quickly, customers are not likely to develop a strong loyalty to a particular product. This means companies have to continuously work to attract new customers.
• Price sensitivity: Since convenience products are often bought on impulse and are low-cost, customers are very price sensitive. This means companies must be careful to price their products competitively in order to attract customers and make a profit.

Other approaches related to Convenience product

In addition to convenience products, there are other approaches which can be used to increase the frequency of purchase:

• Shopping convenience: Making the shopping process easier by introducing innovative technologies like online shopping, self-checkouts, loyalty programs and mobile payments.
• Availability: Ensuring that the product is always available in the right place and time, making it easier for the customer to purchase it.
• Product assortment: Offering a range of different products and product variants to meet different customer needs.
• Price: Offering competitive prices that make the product attractive for customers.
• Promotions/Advertising: Using attractive promotions and advertising to draw customers’ attention to the product.

In conclusion, convenience products are just one of the approaches which can be used to increase the frequency of purchase. Other approaches include shopping convenience, availability, product assortment, price and promotions.

Footnotes

Convenience product — recommended articles

Special offering — Private label products — Mass Merchandising — Consumer markets — Product range — Coupon book — Generic brand — Scrambled merchandising — Differential pricing

References

• Baack D.W, Czarnecka B., Baack D., (2018),International Marketing, SAGE
• Cant M.C., Strydom J.W, Jooste C.J., du Plessis P,J.(2009), Marketing Management, Juta and Company Ltd
• Kotler P., Armstrong G., (2010), Principles of marketing, Pearson Education
• Pride W.M., Ferrell O.C, (2014), Foundations of Marketing, Cengage Learning

Author: Kinga Dudek