Before telling what a pre-selection product is, let's start with an equally important definition. That it will allow a better understanding of the essence of the above term. Consumer goods include not only goods, but also services intended for the final consumer, who use them for their own purposes.
Definition
Consumers purchase an incredible amount of different products. For convenience, experts classified them into several categories. Pre-selection products are one of them. It has some unique features.
This category includes products that consumers compare with similar options prior to purchase. At the same time, the price, appearance, quality and some other indicators are used as the most important criteria.
Examples
Pre-selection products include automobiles, household appliances, clothing, and some other categories. They perfectly match the above definition. It is them that buyers carefully compare with other options before buying.
Examples of pre-selection products are quite simple and familiar, perhaps, to every consumer. After all, you, too, when visiting a store, can compare several options, choosing the most attractive. For example, buying cheap furniture.
Classification
If we talk about consumer goods, then specialists have long classified them into several categories. In addition to pre-selection products, they include several more. Let's list them and talk in more detail.
- Consumer goods.
- Special goods.
- Passive goods.
- Consumer goods.
This category includes what customers often buy without thinking and practically not comparing several options. For example, these are tobacco products, also newspapers or soap.
If we study this category more deeply, it will be possible to single out goods that consumers purchase regularly or suddenly, as well as when a need arises. For instance. Certain foods can be purchased continuously. Chewing gum, chocolates and other trifles that appear in the checkout areas of supermarkets often become random purchases. If necessary, they acquire goods, the need for which appears suddenly. For example, non-freezing fluid for cars is required at low temperatures. The peculiarity of such products is that when demand arises, they begin to be sold at many retail outlets. This is due to the fact that no seller wants to miss the opportunity to receive additional profit, taking advantage of increased demand.
Special goods
They differ in unique characteristics. Buyers are ready to make additional efforts to purchase these products. For example, it can be sensational models of iPhones, some cars, etc.
A unique feature of high-demand products is that when they buy, consumers avoid any comparisons. The buyer prefers to spend time searching for the desired product, rather than comparing it. It is curious that even the location of the seller does not matter. For buyers who are interested in high-demand goods, it doesn’t matter.
Passive goods
This category includes such goods, the existence of which customers do not know or simply do not think about their purchase. For example, some new products in the consumer market for a long time relate to passive goods. Until their active advertising begins, informing consumers about the availability of certain goods.
Period of use
If this factor is taken as the basis of the classification, it turns out that absolutely all the goods present in the consumer market can be divided into short-term or, on the contrary, long-term use goods. This imposes certain features on the way of selling.
Non-durable goods are generally cheaper and therefore easier to sell. Durable goods, on the contrary, have a high price, and therefore require a more thorough approach to their sale. Often, buyers have to convince or attract favorable terms.
Types of Pre-Selected Goods
What it is, you already know. Specialists also identify in this category a similar product and its opposite, that is, dissimilar. Let's discuss in more detail.
Similar products are perceived by potential buyers as products with the same quality, but at different prices. In this case, the seller has to justify the price, citing some arguments in favor of the goods being sold.
Dissimilar pre-selection products include, for example, clothing. Appearance can be much more important than price. Cheap furniture also belongs to dissimilar goods. The peculiarity of their sale is that the seller must have a fairly wide range to meet the needs of the largest number of buyers. In addition, professional consultants who are well versed in the presented assortment and properties of goods and who are always ready to help the buyer with a choice can influence the increase in sales.
Research
Before releasing a new product to the consumer market, manufacturers usually conduct research. It should be quite thorough and take into account many nuances, starting with the formation of the target audience and ending with the study of competitors. The more detailed information is collected, the more it will be possible to please potential consumers. Ultimately, this affects the level of sales.
Marketing research of the competitive advantages of pre-selection products allows you to make the product unique and different from other offers on the consumer market. This task can be performed by full-time employees or a third-party agency.
The study begins with preliminary information. For example, received from customers. Also important is the study of competitor experience.
First of all, experts determine how attractive the market segment is in which pre-demand goods will be sold in the future.
It is worth noting immediately that the collection of information is a rather difficult stage in any marketing research. This is due to the fact that most of the necessary information is classified as commercial. For this reason, it cannot be found in open sources.
However, if the marketing research is successful, this allows you to get a lot of information about the competitive advantages of pre-consumer goods, and then use it to increase commercial success.
How do consumers make purchasing decisions?
When it comes to pre-consumer goods, potential buyers need to spend a lot of time and effort to make a final decision.
This stage is preceded by a thorough comparison according to criteria important to the consumer. As a rule, the following indicators come to the fore:
- price;
- quality;
- ease of use;
- appearance.
If you know at what stage the customer is making a decision, this will allow the professional seller to more quickly persuade him to buy. It is worth saying that a lot depends on the degree of awareness of a particular product that a potential buyer is interested in.
The standard option may consist of the following steps:
- awareness of need;
- collection of information about products of interest to the consumer;
- decision-making.
Getting into the trading floor, the buyer finds himself in a special setting. If he has not made a decision and doubts, a professional seller is able to persuade him to his own side. In addition, the initial purchase usually takes longer and takes much longer. Secondary is faster. After all, in fact, the buyer acts the same as before. Therefore, the efforts on the part of the seller will not be as significant as in establishing initial contact.
It would seem that at the stage of making a positive decision, the relationship between the seller and the buyer should end. However, this is not quite true. For long-term cooperation, the reaction to the purchase is no less important. If you are interested not only in a one-time sale, you should make some efforts to ensure that the buyer is satisfied and returns again. In particular, do not neglect the quality of the goods.