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Tutorial Mkt243 Chapter 5: Define Product and Differentiate Types of Consumer Product | PDF | Final Good | Packaging And Labeling
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Tutorial Mkt243 Chapter 5: Define Product and Differentiate Types of Consumer Product

This document provides an overview of product types and packaging. It defines a product and differentiates between convenience products, shopping products, specialty products, and unsought products. It then defines packaging as containers that promote and make products easier and safer to use. The key functions of packaging are to contain and protect products, promote products, and facilitate storage, use, convenience, recycling, and reduce environmental damage.

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muhammad nur
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337 views2 pages

Tutorial Mkt243 Chapter 5: Define Product and Differentiate Types of Consumer Product

This document provides an overview of product types and packaging. It defines a product and differentiates between convenience products, shopping products, specialty products, and unsought products. It then defines packaging as containers that promote and make products easier and safer to use. The key functions of packaging are to contain and protect products, promote products, and facilitate storage, use, convenience, recycling, and reduce environmental damage.

Uploaded by

muhammad nur
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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TUTORIAL MKT243 CHAPTER 5

1. Define product and differentiate types of consumer product .


 Definition : Product can be defined as everything , both favourable and
unfavourable that a person receives in an exchange . Product also is anything that
can be offered in a market for attention, acquisition, use, or consumption that might
satisfy a need or want .

 Types of consumer product


Convenience Product A relatively inexpensive item that merits little shopping effort .

Shopping Product A product that requires comparison shopping, because it is


usually more expensive and found in fewer stores .
Specialty Product A particular item that consumers search extensively for and are
reluctant to accept substitutes .
Unsought Product A product unknown to the potential buyer or a known product that
the buyer does not actively seek .

2. What is packaging? Explain briefly the functions of packaging .


 Definition : Packaging is a container for promoting the product and making it easier
and safer to use .

 Functions of packaging

Containing and protecting products


 Contain products that are liquid, granular , or otherwise divisible .
 Enables manufactures , wholesalers , and retailers to market products in specific
quantities , such as ounces .
 Physical protection is another obvious function of packaging because more of the
products are handled several times between the time they are manufactured and
harvested .
 Protect products from breakage , evaporation , spillage , spoilage , light , heat ,
cold , infestation , and many other conditions .
Promoting Products
 Packaging does more than identify the brand , list the ingredients , specify
features , and give directions .
 Use designs , colors , shapes , and materials to try to influence consumer’s
perceptions and buying behavior .

Facilitating storage , use , and convenience


 Wholesalers and retailers prefer packages that are easy to ship , store , and stock
on shelves .
 Consumers are constantly seeking items that are easy to handle , open , and
reclose .

Facilitating recycling and reducing environment damage


 Compatibility with the environment
 A majority consumers said that they would give up the following conveniences if it
would benefit the environment : packaging designed for easy stacking/storing ,
packaging that can be used for cooking , and packaging designed for easy
transport .

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