Classification of goods. A product is anything that can satisfy a need or need and is offered to the market in order to attract attention. Levels of new product development Services have four main features

Marketing functions form the following concepts: need, needs, demand, product, exchange, transaction and market. The basic idea behind marketing is the idea of human needs.

Need- the feeling felt by a person of the lack of something. Human needs are varied and complex. Here are the basic physiological needs for food, clothing, warmth and security; and social needs for spiritual intimacy, influence, and affection; personal needs for knowledge and self-expression. Most of these needs are determined by the original components of human nature. If the need is not satisfied, the person feels unsatisfied and seeks either to find an object capable of satisfying the need, or to try to drown it out.

The second initial idea of marketing is the idea of human needs.

Need- a need that has taken a specific form in accordance with the cultural level and personality of the individual. The needs of people are practically unlimited, but a person acquires only those goods that give him the greatest satisfaction within his financial capabilities.

Request is a need backed by purchasing power.

Product- everything that can satisfy a need or need and is offered to the market for the purpose of attracting attention, acquisition, use or consumption.

Goods may not correspond to the needs, may correspond partially and, finally, fully meet the needs, that is, be the so-called ideal product. The more fully the product meets the desires of the consumer, the more successful the manufacturer will achieve.

Exchange- the basic concept of marketing as a scientific discipline. To do so, five conditions must be met:

There must be at least two sides.
Each side must have something that could be of value to the other side.
Each party must be able to communicate and deliver its goods.
Each party must be completely free to accept or reject the proposal of the other party.
Each party must be confident in the expediency or desirability of dealing with the other party.

These five conditions only create the potential for exchange. Whether the exchange takes place depends on the agreement between the parties on its terms. If the exchange is the basic concept of marketing as a scientific discipline, then the basic unit of measurement in the field of marketing is the transaction.

Deal- commercial exchange of values between two parties. For example, the buyer gives the seller some amount and receives the goods he needs. This is a classic cash trade. In a barter transaction, things are exchanged - sunflowers are exchanged for metal, or services - a lawyer makes a will to a doctor in exchange for a medical examination.

The deal is subject to a number of conditions:

at least two value-significant objects;
agreed conditions for its implementation;
the agreed time of completion;
agreed venue.

As a rule, the terms of the transaction are supported and protected by law.

Market- a set of existing and potential buyers of the goods. Different economic systems have different ways of satisfying people's needs. In primitive social structures, self-sufficiency prevails - there are few needs and each person provides himself with everything necessary. In the case of a decentralized exchange, each producer of a certain product seeks and enters into a deal with each consumer of goods of interest to him. The third way is a centralized exchange, which requires the appearance of an additional participant in the exchange - the merchant and a specific place of exchange - the market.

seller's market is a market where sellers have more power and where buyers have to be the most active. A buyer's market is one in which buyers have more power and where sellers must be the most active.

Purchasing behavior of end consumers - individuals or families who purchase goods and services for personal consumption.

Consumer market- Individuals and families purchasing goods and services for personal consumption.

The marketing mix (or marketing mix) represents the main factors that are the subject of marketing management. It consists of four elements, the so-called "four P" - product, price, distribution and promotion (eng. Product, Price, Place, Promotion).

COMMODITY POLICY

Product - everything that can satisfy a need or need and is offered to the market for the purpose of attracting attention, acquisition, use or consumption (physical objects, services, persons, organizations, ideas).

Trade item - a separate integrity, characterized by indicators of size, price, appearance and other attributes (for example, lipstick is a product, and a tube is a unit of goods).

Consider a product in marketing from the perspective of three levels (Fig. 1.):
1.Product by design.
2. Goods in real performance.
3. Goods with reinforcements.

Fig.1. Three product levels

A product by design turns into a product in real execution.

A real product has five characteristics:
- quality level;
- set of properties;
- specific design;
- brand name;
- specific packaging.

Reinforced goods means personal attention to the buyer, home delivery, money back guarantee, etc.

Service includes:
- subscription.
- free repair.
- freedom of choice.

Competition in a new way - this is not competition between goods, but what the company additionally supplied its product with (packaging, delivery features, etc.).

Each product is designed to meet the real needs and needs of a person, and marketing is designed to help the manufacturer identify these needs and organize the production of the necessary goods accordingly.

In real life, there are a large number of different products.

Goods classification

A. in view of their purpose

consumer goods(consumer goods) - purchased to meet their personal needs, family or home use

goods for industrial use (means of production)- are used in the production of other goods and the provision of services, as well as for the economic activities of enterprises.

The allocation of groups of consumer goods and industrial goods is important in determining target markets.

B. Taking into account the nature of consumption, both consumer goods and goods for industrial purposes are divided into

goods used for a long period of time ( durable goods),

goods consumed at once or in several doses ( non-durable goods).

Along with such a classification, there are various approaches to the allocation of individual groups of both consumer goods and industrial goods.

B. Consumer goods are generally classified into four groups based on purchasing behavior.

1. The first group includes goods that the buyer acquires without much effort in their choice and without comparison with other similar goods ( everyday goods).

2. Products of careful selection during the purchase process, they are compared with each other in terms of suitability, quality, price, design.

3. For the sake of acquisition prestigious goods, with unique properties or having the brand name of a well-known manufacturer, a significant part of the buyers are willing to spend extra effort and time.

4. Finally, goods passive demand purchased when there is an unexpected need for them or when significant marketing efforts have been made, without which the sale of these goods was unrealistic.

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Basic terms and concepts used in professional merchandising and retail.

Adaptation- adaptation of the structure and functions of the body to environmental conditions.

Visual adaptation- adaptation of the sensitivity of the eye to various lighting conditions: darkness, dusk, bright light, normal illumination.

Auditory adaptation- transformation in the modality of perception of sounds during and after the action of an acoustic stimulus.

Communication recipients- specific people, the target audience to whom the transmitted information is intended.

color accents- a way of drawing attention to a product or group of products, based on the use of color contrasts.

Product range- a set of goods united by any one or a combination of characteristics.

Assortment of trade goods- a set of objects of sale (goods, services, rights) offered by a trading enterprise for sale.

Assortment policy- the general intentions and direction of the retailer in the field of assortment management, formally formulated by top management.

Shop Atmosphere- the totality of its physical characteristics, such as architecture, layout, signs and displays, colors, lighting, temperature, sounds and smells, creating a certain image of a commercial enterprise in the minds of customers.

Unconditioned (innate) reflexes- reflexes that are already present at birth, do not require special conditions for their occurrence and are characterized by relative constancy, independent of external stimuli.

unconscious desires- Desires forced out of the sphere of human consciousness under the influence of internal censorship.

block stars- small trading enterprises with a limited range of consumer goods and cheap durable goods, mainly for household purposes.

Bonnets- free-standing counters with shelves, baskets or hooks that do not have a lid.

Attention- the state of psychological concentration, the focus of the subject on the object and the direction of cognitive resources to process the stimulus.

Wobbler- a special plate with a picture or a pictogram on a flexible oscillating leg, attached to the shelf and indicating the place of display of goods.

Perception- the process of obtaining information through the five senses, subsequent awareness and giving meaning to it.

Display of goods- certain ways of laying and displaying goods on the trading floor.

Vertical display of goods- a method of stacking and displaying goods, in which homogeneous goods are placed on shelves vertically, from top to bottom.

Horizontal display of goods- a method of laying and displaying goods, in which one or another product is placed along the entire length of the equipment.

Display of goods decorative- a display of goods made using the means of a three-dimensional composition, used for decorating shop windows and racks in departments where sales are made through the counter.

Bulk display of goods- a method of placing goods of daily or increased demand, in which one or another product is exhibited in large quantities.

Multi-product display- mass display of several different products and products, in which both related and unrelated goods are placed at one point of sale.

Display of goods on trays- the most popular way of placing a product in mass and multi-product displays, in which the displayed products remain in half of the box.

Bulk display of goods- a method of placing goods on the trading floor, in which products are displayed in various containers or on basic stands.

Display of goods using trolleys- a method of placing goods on the trading floor, in which the product is simply placed in a trolley (or wire basket), to which an appropriate indicator is attached.

Commodity display serves to display and release goods.

Exhibition layout- type of layout of the trading floor, in which commercial equipment is placed along the walls.

Deli- shops selling through the counter with an area of less than 500 square meters. m.

Hypermarkets- large retail enterprises with an area of over 2500 sq. m, the range of which includes all types of food and a wide range of non-food products.

Assortment depth- the total number of commodity items in its structure.

"Hot Zone"- the most frequently visited part of the trading floor by buyers.

Range diversification- full or partial change in the assortment profile of a retailer.

Discount ("economy store", "economy supermarket")- a self-service store with an area of at least 1000 sq. m, offering a small everyday range, sold at prices much lower than in supermarkets.

Perceptual discomfort- an unconscious feeling of dissatisfaction, the emergence of irritation, rejection, bewilderment, rejection, anxiety, other negative emotions, the cause of which the buyer often cannot or does not consider it necessary to explain.

Display- made of paper, cardboard, plastic, wood or metal, a special design that presents the product.

Product differentiation- separation of products of one manufacturer at the point of sale using various marketing and merchandising techniques.

Additional point of sale- a place where products presented at the main point of sale are placed separately.

Product life cycle- a concept that describes sales, profits, consumers, competitors and development strategies from the moment a product enters the market until it is withdrawn from the market.

Adaptation zone- a section of the trading floor corresponding to the state of adaptation of visitors and characterized by low levels of concentration and stability of attention.

return zone- the final segment of the route of visitors, characterized by a state of relaxed selective attention.

selective perception- the process of sifting out information that is not of interest to the individual and preserving the one that is pleasant or interesting to him.

selective distortion- the process of distorting the information received, if the message perceived by the individual contradicts his values or beliefs.

Illusions of perception- inadequate reflection of the perceived object and its properties, phenomena of perception, imagination and memory that exist only in the human mind and do not correspond to any real phenomenon or object.

Image- an imaginary concept created by advertising, disseminated by the media and including the emotions, sensations, attitudes and intellectual orientation of the group in relation to some objectively existing phenomenon.

impulse buying- an unplanned purchase made under the influence of impulse needs.

impulse needs Needs that are ignored until they are satisfied.

information promotion- a form of sales promotion based on the foundation of informing and educating consumers.

Information at points of sale- all advertising materials, brochures, posters, shop windows and stands, as well as many other items, the design of which is aimed at influencing the decision of the consumer regarding the purchase directly at the point of sale.

Kiosks and pavilions- closed outlets assembled from prefabricated structures, often located on sidewalks or in open areas near metro stations. The main range of products sold includes drinks, confectionery and a number of other goods of impulse demand.

The cognitive dissonance- these are doubts about the correctness of the choice made, arising from the acquisition of expensive and emotionally significant goods.

Communicator- the party on whose behalf the information is being transferred.

Communication- the process of transmission and perception of information in the conditions of interpersonal and mass communication.

The concept of a balanced store- an approach to the distribution of the area of the trading floor, in which the areas allocated for each department are proportional to the volume of sales and the need for retail space.

Corporate block- a place on the rack, allocated and fixed for the placement of goods of a particular manufacturer.

Coupons- certificates that give their holders the right to a reduced price or other benefit when purchasing a product or service.

personal selling- a communication process between the seller and the buyer, when, in the course of a personal exchange of information, the merchant helps consumers meet their needs.

Customer loyalty- an established trusting relationship between the seller and buyers, in the presence of which consumers have a favorable attitude towards the store and, when buying certain categories of goods, first of all visit the “chosen” outlet.

Marketing communications- targeted impact on the target audience in order to attract attention and encourage them to take actions that are desirable for the retailer.

Merchandiser- a person holding a permanent position and empowered in the field of decision-making for specific activities that ensure the promotion and sale of goods in the store.

Merchandising- an independent type of professionally carried out activity to manage the behavior of buyers, based on an analysis of the distribution of human cognitive resources.

Mini markets- self-service stores located in the central districts of the city with less than five cash registers and an area of 200-600 sq. m.

Mobiles- hanging models of products, made in a size exceeding the actual size and indicating the place of sale of the goods.

dummies- enlarged or life-size copies of real products or their packaging, placed for decoration and display where the real product could deteriorate.

Unplanned Purchase- a type of buying behavior in which the type and brand of the product are selected directly in the store.

Range renewal- the number of new commodity items in its structure.

Total store display area- the sum of the areas of all planes of commercial equipment (horizontal, inclined and vertical) intended for the demonstration and placement of goods on the trading floor.

Operational processes in the store- a set of trade and technological processes, sequentially interconnected, the purpose of which is to satisfy the needs of consumers with the least expenditure of labor and time.

Wholesale and retail markets- markets consisting of containers and kiosks and selling mainly durable goods to both retail and wholesale buyers.

Main selling point- a place in the trading floor, where the entire range of this product group is presented.

Awareness of need- the perception by the consumer of the difference between the desired and the actual state, sufficient to activate the solution.

pallet display- a laminated stand or a wooden pallet presenting the goods.

Store layout determines the size and location of commercial and auxiliary premises; divides the area of the trading floor into functional zones and forms the routes for the movement of buyers by placing departments, sections and commercial equipment.

Sales floor layout- a system for placing trade and demonstration equipment, which forms the schemes for the movement of consumer flows.

The layout of the trading floor is linear- a system for placing commercial equipment, which forms the direction of customer flows parallel to checkouts.

The layout of the trading floor is arbitrary- an asymmetric system for the location of commercial equipment and other structures of a presentation nature, which forms an arbitrary character of movement.

"Plan-map" of commercial equipment- a diagram of the distribution of the cognitive resources of visitors horizontally and (or) vertically of a counter, rack or other structure for displaying and demonstrating goods.

Planogram- a diagram made up of photographs or a computer-generated diagram showing where each commodity item should be located on a particular commercial equipment.

Area for buyers- the area of the trading floor allocated to ensure the free movement of customers and carts with goods.

Enterprise positioning- providing the trade enterprise with an unquestionable, clearly distinct, desirable place in the market and in the minds of target consumer groups.

Learning Resources- the mental abilities of the individual, necessary to perform various actions to process information coming from the external environment.

Buyer service- a set of actions and programs aimed at improving the process of making a purchase.

Purchase- selection and acquisition of a preferred alternative or acceptable substitute.

Post-purchase evaluation of options - an assessment of the degree of satisfaction from the experience of consumption.

Consumer market- Individuals and households who buy or otherwise acquire goods and services for personal consumption.

Consumption- using a purchased alternative.

Pre-Purchase Options Evaluation- comparing the characteristics of goods of different brands, evaluating retailers, choosing a place to buy.

Prize is a tangible reward received for performing a specific action, usually for purchasing a product or visiting a particular point of sale.

Promotion- a set of marketing communications, including advertising, sales promotion, direct marketing, as well as information at points of sale and on product packaging.

Direct Marketing- direct interactive interaction between the seller and the consumer in the process of selling a particular product.

Location of departments- activities to determine the area and sequence of placement of departments and sections on the trading floor of the store, as well as the subsequent analysis of the effectiveness of such placement.

Placement of goods- distribution of goods on the area of the trading floor.

Advertising- any paid form of non-personal communication carried out on behalf of a well-known sponsor and using the mass media in order to persuade the audience to do something or somehow influence it.

Reflex- automatic response of the body to the action of any internal or external stimulus.

Retail- any activity for the sale of goods or services directly to final consumers for their personal non-commercial use.

Retailer- a company that sells goods and services to consumers for personal use, the last link in the distribution channels that connect manufacturers and buyers.

rotation- the activity of bringing the old stock of goods to the fore in order to sell it as soon as possible.

Public relations- dissemination in the course of communication of large amounts of information about the activities of the retailer, transmitted through non-personal media.

seasonal merchandising- a set of measures for planning and promoting the trade assortment based on interconnected sales of high-demand goods in each season.

Marketing Communications System (QMS)- a single complex that unites the participants, channels and methods of communication of the organization, aimed at establishing and maintaining certain relationships planned by this organization with the recipients of communications in the framework of achieving marketing goals.

Subconscious message, - transmission of information using symbols that are below the threshold of normal perception.

Capabilities- individual psychological characteristics of a person, on which the acquisition of knowledge, skills or abilities, as well as the success of performing various types of activities depends.

Sales promotion- a system of short-term incentive measures and techniques aimed at encouraging the purchase or sale of goods and taking the form of additional benefits, amenities, savings, etc.

Supermarkets- self-service stores with a sales area of 600-2500 sq. m, with five or more cash registers selling all food products and a wide range of non-food items of daily demand.

Product- everything that can satisfy a need or need and is offered to the market for the purpose of attracting attention, acquisition, use or consumption.

Specialty Goods- goods in respect of which the consumer, even before the post-purchase evaluation, has a stable preference for a particular product, brand.

Goods of passive demand- goods that the consumer does not know about or does not think about buying them under normal conditions.

FMCG. Such goods form the basis of a person's consumption program and satisfy his utilitarian needs (functional and practical benefits).

Preselection Products- goods for which the consumer does not have a complete preference map before a specific need arises, which means that it must be supplemented (information retrieval) before purchase.

Trademarks of manufacturers(nationwide trademarks) - goods designed, manufactured and promoted by the supplier himself.

Trading Services- activities aimed at assisting customers in the purchase of goods, their delivery and use.

point of sale- a place on the trading floor where the consumer can see the goods and make a decision on the choice and purchase.

"Convenient Stores"- small shops up to 300 sq. m, designed for customers with an average radius of service of about 500 m.

Narrow assortment- an assortment of goods, represented by a large number of varieties of goods and providing various options for satisfying the same human need.

department stores- over-the-counter stores selling at least five different product groups; with a staff of at least 175 people and a sales area of at least 2,500 sq. m.

supermarkets- over-the-counter shops with an area of more than 500 sq. m, located in densely populated areas of large cities.

Assortment ordering- bringing the assortment structure to the optimal breadth and depth.

Conditioned reflex- an acquired reaction of the body to a certain stimulus, resulting from a combination of the impact of this stimulus with positive (or negative) reinforcement from the actual need.

Installation area- the area of the trading floor, occupied by commercial equipment.

Formation of the assortment structure- purposeful activity of the enterprise for the selection, provision and maintenance of groups, types and varieties of goods in accordance with the assortment concept.

cold zone- the least willingly visited by buyers part of the trading floor.

Price- the amount of money requested by the seller for a product or service.

Pricing strategy- the totality of all planned methods and approaches to setting prices, aimed at achieving the goals of the retailer.

Partially planned purchase- a type of buying behavior in which the buyer knows what product he needs, but the process of choosing a brand continues until the purchase is made.

Well planned purchase- a type of buying behavior in which the buyer has predetermined both the product and the brand that he intends to buy.

Shelftalkers- Shelf stickers used to give meaning to the corporate unit and orientation within it.

A wide range of- a range of goods, represented by a large number of product groups and satisfying various human needs.

Range breadth- the number of product groups in its structure.

Exposition (demonstration) area- the sum of the areas of all planes of the equipment used for the demonstration of goods.

CMAR (consumer marketing at retail)- a joint set of marketing activities of the manufacturer and the retailer, aimed at promoting the range of products most demanded by buyers, as well as identifying the reasons that facilitate or hinder the purchase.

POPAI (Point of Purchase International) is an international association representing the interests of communication professionals at the point of sale. The main tasks of the association are to promote the development of the POP advertising industry and its growth, promote the interests of POP advertising producers, and develop professional standards for communication producers at the point of sale.

Prepared based on the materials of the distance learning course

Product and buyer. Product classification

Recall the definition of a product. Product- everything that can satisfy a need and is offered to the market for the purpose of attracting attention, acquisition, use or consumption. We have previously discussed how product selection is made for a planned retailer.

When choosing goods for the assortment of the store, you can go from the available goods:

1) there is a product with certain characteristics that can be sold at certain prices;

2) now you need to find a buyer who will buy this product on our terms (or not, because such a buyer may not be found).

Can be repelled from needs:

1) a certain group of buyers has a need for certain goods or services;

2) no one (almost no one) offers these goods and services yet, or you have the opportunity to offer this product on more favorable terms;

3) a group of buyers is ready to purchase this product or service under certain conditions (at certain prices).

With a systematic approach to managing the assortment and prices of a retail enterprise, the following stages can be distinguished (Fig. 2.1).

Rice. 2.1. Stages of assortment and price management in a retail store

We will assume that the issue of choosing a product that determines the specifics of the store is left behind. We discussed the types and advantages of competitive strategies in the previous chapter. A new question arises: what kind of product, in what quantity, in what proportions and at what prices to present in the store? That is, what should be the assortment and pricing policy of a retail enterprise. The effectiveness of assortment and pricing management and, accordingly, the efficiency of the store as a whole will depend on the correct choice of assortment and pricing policies.

In this chapter, we did not aim to present complex mathematical calculations and formulas. They can be found in any textbook on inventory management and pricing. On the contrary, we tried to consider this topic from the standpoint of common sense, based on examples of real stores. Let's look at the basic terms first.

In merchandising and accounting of commodity circulation, the following terms are used to refer to goods and their associations.

Goods class- large associations of goods that satisfy generalized needs. For example, all consumer goods can be divided into food, non-food and medical.

Product group- combines products that are similar either in size or storage characteristics, or made from the same material / raw materials, etc. For example: dairy products, groceries, outerwear, large household appliances, soy products.

Category (type) of goods- combines goods with similar purpose and consumer characteristics. For example, within the group of confectionery products, one can distinguish between cakes, the purpose of which is to be a festive dessert, and sweets, which can be defined as “a small sweet made of chocolate or caramel with a filling, usually consumed with tea, can be a gift.”

Commodity item- combines goods that have similar consumer characteristics, but differ from each other in some details (varieties). For example, the heading "cotton shirt with short sleeves" includes green, red and white shirts, as well as a size range from size 42 to size 52. The heading "washing powder for machine washing of colored linen in a box of 500 g" includes varieties: by brands (Tide, Ariel, Dosya, Myth, etc.) and by aromas (lemon, freshness after a thunderstorm, wildflowers, etc.) d.).

Name of product- the specific name of a particular product, including all its essential selling characteristics. All important characteristics of the product are indicated in the specification coming from the supplier, as well as on the packaging of the product itself. For example: the name of a product with the characteristics "universal cream Kamill cosmetics with provitamin B5 and allatoin, without preservatives, round tin packaging, volume 75 ml, shelf life 36 months, manufacturer Burnus GmbH, Germany".

Product SKU- the digital code of the product in the store's accounting system. Assigned to each product name individually.

To move from a simple product to a store assortment, we need to take into account other characteristics of goods by which they can be classified:

Frequency of purchase of goods of your specificity;

Purpose and durability of the goods;

The intensity and elasticity of demand for the product;

How your products are perceived by customers.

Classification according to the frequency of the purchase process important to know how often different products will be purchased from your store. Distinguish:

Consumer goods - regularly (every day) are bought and used, the shelf life is usually short (milk);

Goods of periodic demand - are bought with a certain frequency depending on the need, shelf life, season of consumption and other characteristics (canned food, detergents, school bags);

Goods for targeted demand - mostly purchased very rarely, when a corresponding need arises (sofa, bicycle, crib, chandelier);

Impulse goods - purchased on an emotional basis, without prior planning and search (chewing gum);

Goods for emergency cases - purchased when there is an urgent need (sun cream, water heater, medicines).

If your product is a commodity of daily demand, get ready for the fact that they will come for it often and it should always be in stock. And if this is a product of periodic demand, you should not expect buyers to buy it before they have a need. For the successful sale of goods of target demand, the popularity of the store and its reputation are important.

Impulse goods are a special group, they are bought on an emotional impulse and should always be in the field of view of the buyer on the trading floor. And goods for emergencies are usually located in certain places on the trading floor that are familiar to the buyer, so as not to make him nervous and look for them.

Classification by durability is necessary to understand how quickly the buyer will make a repeat purchase of this product:

Durable goods - withstand repeated use (refrigerator, clothes);

Non-durable goods - completely consumed in one or more cycles (bread, soap).

For durable goods, a distinction is made between the demand due to the initial purchase and the demand due to the replacement of an existing product with a new one. For example, buying your first TV and changing it to a new TV or a big screen TV. To determine the first, one should take into account the general interest in the product, the need for it and the number of buyers who have the means to purchase. To determine the second, you need to find out the wear period, interest in new characteristics or functions of goods, the emergence of substitute products and other factors that contribute to repeat purchase. For example, old wallpapers are replaced with new ones during repairs, so you need to know how often your potential buyers make repairs. You also need to consider whether there are new buildings in your area or, conversely, houses intended for demolition - these factors, respectively, will increase or decrease the demand for wallpaper.

For non-durable goods, it would be good to find out consumption statistics: the number of potential buyers and the percentage of those who already know and use this type or brand of goods. For example, the number of families with young children and their preferences when choosing baby food. It also helps to familiarize yourself with the frequency of the purchase and the type of decision making about it (see later in this chapter). For goods that are intended for the use of durable goods (for example, dishwashing detergent in a dishwasher), you can find out the sales statistics of the main product and the frequency of its need for an accompanying one.

Classification by destination important for the formation of the assortment in such a way that the goods in the store fully satisfy a particular need:

Basic goods - goods that characterize the specifics of the store (shoes in a shoe store);

Related products - products that perform auxiliary functions or complement the main assortment of the store (shoe polish).

If your main assortment is all kinds of lamps, the buyer will be happy to see light bulbs, switches, sockets and extension cords, separately sold ceiling lamps and other trifles under the general title “how to light up an apartment” in the store. If you sell wallpaper, tiles and paint, don't forget about consumables: glue, brushes, putty and other tools that are needed for repairs. Moreover, it is desirable to lay them out so that the main type of product (wallpaper) and related (wallpaper glue) are next to each other.

When compiling the main and accompanying assortment, you can also go from the characteristics of the buyer. For example, in an expensive women's clothing store, small items that could be presented to a man were popular: ties, belts, handkerchiefs, lighters. When buying a new expensive suit for herself, the female buyer felt the need to buy something for her partner as well, in order to psychologically justify spending a large amount of money on herself.

Classification by intensity of demand provides information on the distribution of retail space for certain goods:

Products of increased (special demand) - products with unique characteristics, popular brands or necessary from a utilitarian point of view ("live" yoghurts);

Passive demand goods are bought less often, the buyer may not know about them or may not think about the need to buy, for example, because of an unformed need (plastic utensils).

The question is often asked why popular and profitable goods should be placed in priority places on the trading floor. The answer is obvious - to sell them even faster. High-demand goods are placed on the path of the main consumer flow, at eye level or outstretched arm. In the case of goods of passive demand, additional analysis is required, why they are not being sold as actively as we would like. If the problem lies in their presentation on the sales floor, it is worth reconsidering the layout - to emphasize them or place them next to products that satisfy a similar need (for example, place teapots next to a tea rack).

Classification elasticity of demand- a very important characteristic, as it gives an understanding of the dependence of sales of your product on changes in prices for it

and, as a result, purchasing power:

Products of elastic demand - sales volume changes with price changes, almost all are pre-selection goods (clothes, household appliances);

Goods of inelastic demand - the volume of sales is stable when the price changes, they are essential goods (bread, milk).

If you sell essential goods (a person always needs something to eat and drink, dress in something simple), then there will always be a demand for your goods. To determine essential goods, it is important to take into account the stereotypes of consumption in society. For example, under any circumstances, women will buy cosmetics, motorists - gasoline, smokers - cigarettes.

For goods with elastic demand, it is important to know the price level and terms of sale of competitors, as well as to monitor other factors of buyers' price sensitivity (we will discuss them below).

Classification on the perception of goods by buyers represents how, regardless of your opinion, the opinions of suppliers and marketing textbooks, buyers perceive, view, choose and evaluate your product:

Identical goods - are perceived as similar in consumer characteristics and quality, while usually the trademark is not supported by advertising and is not particularly important for buyers (plastic products from different manufacturers, black bread from different bakeries);

Differentiable goods - really or fictitious (the image is formed by advertising) differ in consumer characteristics or other properties, often the buyer prefers to buy them from one seller, despite prices and other conditions (computers or different brands of yogurts);

Interchangeable goods - satisfy the same need, are similar in price, and differences in consumer characteristics are not significant (different varieties of green tea);