Shopping
| Author | Audrey Langill |
| Pages | 667-668 |
Page 667
Shopping involves the purchasing of products by consumers, all of which fall into various shopping product categories that are based on the way consumers think of them and purchase them. The two main categories are convenience goods and shopping goods; two lesser categories are specialty items and unsought goods. Although most shopping products are sold in stores, such as retail, grocery, and specialty stores, some consumer purchases are made through other means, such as catalogue shopping, telemarketing, and online purchasing (also known as cybershopping). Cybershopping is the latest trend in consumer shopping. It is estimated that $300 billion worth of online purchases will be made in the first decade of the twenty-first century.
Convenience goods are goods that consumers purchase frequently, immediately, and with minimal effort. People do not spend a large amount of time shopping for convenience items. They are usually purchases made routinely, such as buying groceries on a weekly basis, or habitually, such as purchasing a daily newspaper. Convenience products include common staples, such as milk and bread. Some convenience goods, however, are not purchased routinely or habitually. They are bought on impulse, such as an ice cream cone on a summer day. Many impulse items are displayed in a manner that encourages quick choice and purchase, such as the candy, magazines, and batteries that are routinely placed near the cash register at checkout counters. Other convenience products may be purchased as emergency items, when the consumers feel there is an urgent need, such as buying candles, water, or canned goods when preparing for a storm. Convenience products can be found in stores such as supermarkets, convenience stores, and department stores.
Shopping goods are items consumers will conduct a search for in order to find the one that best suits their needs. They usually require an involved selection process. When purchasing a shopping product, consumers will compare a variety of attributes, such as suitability, quality, price, and style. Automobiles are often bought this way. Consumers may also visit a number of shopping places, such as retail stores, before they make a decision. Because of the importance of these types of purchases, consumers usually invest considerable time and energy...
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