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Luxury and convenience commodities - Assignment Example

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Now the building up of the habit to gain access to such convenience products happens to cite different alternatives or substitutes of such products to the consumer. The consumer of convenience products in addition to building up a relationship with the product category also tends to reflect a passion for a certain brand relating to the same. However in absence of the specific brand of such convenience product the consumer in the light of other possible alternatives tends to frequently switch over to other available brands. Hence the marketer of the brand of such convenience product needs to develop strategies to attract and sustain the consumers of such products in the global marketplace. The marketer needs to further understand that the total gamut of convenience products available in the marketplace can be generally sub-divided into three parts like Staple, Impulse and Emergency. Staple type of convenience products are refereed to such that tend to reflect a very large availability in the market like grocery commodities and even merchandises like petrol and diesel. Again Convenience products are categorized as being Impulse type where the consumers tend to get largely impulsive in gaining the same from market outlets. Thus commodities like chewing gum or chocolates are categorized as impulsive buys for they do not involve greater amount of planning. Similarly regarding Emergency products like safety aids, bandages and other repair and maintenance utilities and even medicines consumers desire to gain ready access to such in times of sudden needs. Thus in all the three categories of Convenience products it is observed that people procure such by chances or in needful situations thereby spending less time in planning and taking decisions (Baines, Fill and Page, 2011, p.294-295). Like convenience products where the marketer must focus on making every possible attempt to enhance the brand awareness of the same with the targeted consumers to reduce the chances of switching over to other lower price alternatives strategies are also required to be in place for luxury or high priced merchandises. Consumers of luxury or high-priced products would not go for availing the same without rendering adequate planning. Consumers on the other hand would require gaining a large amount of information relating to the same before finally deciding on to purchase it from the market. Information gained substantially would help the purchaser in making adequate plans to gain the same. Thus herein the marketer is required to reinstate the benefits and advantages related to the brand of such luxury product in question to effectively lure and sustain the attraction of the person to the particular brand (Baines, Fill and Page, 2011, p.296). Management of Online Branding Activities for Luxury and Convenience Products With the development of internet and possibly of social networking platforms the marketing activities of producers and marketers of both convenience and luxury commodities have gained far flung changes. Marketers of such products have come to acknowledge the fact that the emergence of internet has contributed to the birth of a global marketplace wherein a large number of consumers and buyers are found to mutually exist for different categories of products. Herein the online marketer in order to ...Show more


Week 6 Discussion Contents Contents 2 Luxury and Convenience Commodities 3 Management of Online Branding Activities for Luxury and Convenience Products 4 References 7 Luxury and Convenience Commodities The discussion commences from the identification of consumer goods in convenience and luxury categories…
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Luxury and convenience commodities
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