Shopping Goods

Shopping goods are those which are purchased after a careful consideration and comparison of quality, price and suitability. Unlike convince goods, they are infrequently purchased and have a high unit price. Buyers will normally discuss with their spouses, friends and other family members before making a decision to buy; and they may visit many retail stores before the purchase. Here, style is an additional factor in the buying motive. Typical shopping goods are women’s apparel, men’s ready-to-wear clothing, home furnishing etc. Since customers may not have adequate product knowledge about such goods, advertising should amply provide this, together with rational and emotional appeals about product benefits, quality and such other product features as the fact that they are easy to operate, are durable, and safe. Such goods have a few retail outlets which are located in the vicinity of similar other outlets so that customers may conveniently make comparisons. Retailers do advertise such products. Retail advertising by itself is a matter of detailed study.