Aug 10, 2017


Consumer goods are required for final consumption. The problems of marketing consumer goods are of the greatest variety and they are further the most difficult also. This is because of the special characteristics of the market for consumer goods. Consumer goods are sold to the people for direct consumption. In the case of domestic trade, all people in the country are consumers. But manufacturers do not know these consumers. The consumers make their purchases whenever they need the goods, but they purchase only in small quantities. Basically they are:

Large number of buyers and widespread market

Small unit of purchase

Unskilled and poorly informed buyers and

Personal consideration of the purchasers


The consumers are spread over a very wide market. In fact, all the people living in the country become consumers. The manufacturer sells his products wherever there is a demand for his products. But demand is generally widespread. Some manufacturers may limit the area of their operations but potential buyers will rush in to the market in large numbers. In order to serve such a large numbers of consumers, the manufacturer has to select carefully different marketing channels. Many times, he utilizes the most important services of Wholesalers, Distributors and retailers.


The consumers who are spread over a wide market make their purchase frequently in very small quantities. In order to satisfy the consumer’s requirements, it becomes necessary for the manufacturer to set that his products are stored throughout the market. Further, mass method of selling is necessary to reach a large numbers of consumers. Therefore, the manufacturer has to undertake effective advertising and publicity through various media such as Broadcast Media, Print Media, social Medias, Digital marketing, E marketing etc.


Generally consumers buy a variety of goods in small quantities but they depend upon the sellers for the supply of information about the products they purchase. The consumers usually do not try to compare the important characteristics of competing goods available in the market because they do not possess the necessary skill. Moreover, they have also no time to do so. That is why they depend upon the statement of the sellers. Further, the tastes, fashions, desires and needs of the consumers differ from time to time. The physical attributes of the products appeal differently to different consumers. Manufactures also introduce many new products in the market and these new products may satisfy the wants of consumers so far remaining unsatisfied. The manufacturer may also improve the quality of his products so as to confirm to the needs of the consumers. Therefore, the consumers are required to be informed about all these things by the manufacturer. In order to inform the consumers about the availability of new products or improved products, the manufacturer has to adopt new techniques of marketing.


Since consumer goods are purchased for final consumption, the purchasers are influenced by personal consideration. In other words, the consumers are always guided by their personal consideration which is subjective. Service rendered by the sellers at the time of sale and services to be rendered by him after the sale is very important elements influencing the consumer’s purchases. Consumers always prefer credit facilities, free home delivery of goods purchased, taking back of unwanted goods; repairs etc. price is also another important factor influencing their purchases. Price plays an important part in respect of staple goods like sugar, food grains, oil etc, but price is not important in respect of goods like clothes, furniture, luxury goods etc in the marketing of which style, suitability and quality play an important part. The importance of price also depends upon the income level of consumers. The price affects the purchases of consumers with different incomes differently.


Consumer goods which are required for final consumption can be classified on the basis of ways in which they are purchased made the services to be rendered by the sellers at the time of sale and after sale. Services include free home delivery, credit, instructions of using, installation etc. the consumer goods can be, therefore, classified on the following criteria:

The extent to which the consumer is aware of the exact nature of the products before he goes out for shopping and

The satisfaction derived from searching and comparing products as compared with the time and efforts on doing so. The general classification of consumer goods is:

Convenience goods

Shopping goods and

Specialty goods