Selling of Consumer Products

Consumer Products are goods that are purchased by final consumers for personal, family, or household use. These products are meant for direct consumption and not for resale or further production. Consumer products include daily use items like food, clothing, toiletries, and durable goods like televisions, refrigerators, and mobile phones. In India, consumer products are influenced by income level, culture, lifestyle, and preferences of consumers. These products are widely marketed through retail stores, online platforms, and personal selling. Consumer products play an important role in satisfying consumer needs and improving standard of living.

Selling of Consumer Products:

1. Selling of Convenience Products

Convenience products are items purchased frequently with minimum effort. Examples include soap, biscuits, toothpaste, milk, and newspapers. Selling of convenience products focuses on easy availability and wide distribution rather than heavy persuasion. In India, these products are sold through kirana stores, supermarkets, and street vendors. Personal selling effort is limited because customers already know the product. Attractive packaging, brand name, and display play an important role. Salespersons mainly ensure regular supply and good visibility. Quick service and reasonable price help in increasing sales volume of convenience products.

2. Selling of Shopping Products

Shopping products are purchased after comparing price, quality, and features. Examples include clothing, footwear, furniture, and home appliances. Selling of shopping products requires more personal selling effort. Salespersons explain product features, quality, warranty, and price differences. In India, customers visit multiple shops before deciding. Demonstration and polite communication are important. Salespersons help customers choose suitable products based on budget and need. Relationship building and trust influence purchase decisions. Selling of shopping products focuses on customer satisfaction and convincing comparison.

3. Selling of Specialty Products

Specialty products are unique products with special features or brand value. Examples include branded watches, luxury cars, designer clothes, and premium mobiles. Customers are brand loyal and willing to make special effort to buy them. Selling of specialty products requires skilled and professional salespersons. In India, such products are sold through exclusive showrooms. Salespersons provide detailed information, personal attention, and high quality service. Price is less important than brand image and quality. Selling focuses on experience, status, and prestige rather than persuasion.

4. Selling of Unsought Products

Unsought products are products that consumers do not actively think of buying. Examples include insurance, life saving equipment, and funeral services. Selling of unsought products requires strong personal selling skills. Salespersons create awareness and explain the importance of the product. In India, such products are sold through direct selling and agents. Emotional appeal, education, and trust are important. Customers may initially resist buying. Continuous follow up and clear explanation help in convincing customers. Selling of unsought products focuses on need creation and awareness.

5. Selling of Durable Consumer Products

Durable consumer products are goods that have long life and are used for many years. Examples include televisions, refrigerators, washing machines, air conditioners, and furniture. Selling of durable products requires strong personal selling effort. Customers need detailed information about features, price, warranty, and after sales service. In India, customers compare brands before purchase. Demonstration and explanation play an important role. Salespersons must handle objections related to price and maintenance. Installment facilities and exchange offers also help in selling. Trust and service assurance influence buying decisions.

6. Selling of Non Durable Consumer Products

Non durable consumer products are items that are consumed quickly and purchased frequently. Examples include food items, beverages, soaps, and stationery. Selling of non durable products focuses on availability, low price, and quick purchase. In India, these products are sold through local shops, supermarkets, and vendors. Personal selling effort is limited. Salespersons mainly ensure regular supply and good display. Advertising and brand recognition influence sales. Repeat purchase depends on quality and price. Selling of non durable products aims at high sales volume and wide market coverage.

7. Selling of FMCG Products

Fast Moving Consumer Goods are products that sell quickly at low cost. Examples include toothpaste, shampoo, snacks, and packaged foods. Selling of FMCG products depends on mass distribution and retailer push. In India, FMCG selling involves visiting retailers, taking orders, and ensuring shelf space. Personal selling is directed more towards retailers than consumers. Trade schemes and discounts are used. Brand awareness is very important. Salespersons focus on volume sales and market penetration. FMCG selling requires regular follow up and strong distribution network.

8. Selling of Consumer Products in Rural Markets

Selling of consumer products in rural markets requires special approach. Rural consumers are price sensitive and value trust and relationships. In India, rural selling involves local language communication and simple explanation. Products are sold through weekly markets, village shops, and mobile vans. Small pack sizes and affordable pricing help increase sales. Personal selling is important to create awareness. Demonstration and word of mouth influence buying decisions. Rural selling focuses on availability, trust, and long term relationship with customers.

Problems of Selling of Consumer Products:

1. High Competition in the Market

One major problem in selling consumer products is intense competition. In India, many brands offer similar products at similar prices. Customers have many choices and easily switch brands. This makes it difficult for salespersons to convince customers. Companies are forced to spend more on promotion, discounts, and schemes. Retailers also demand higher margins. New products face difficulty in getting shelf space. Due to competition, profit margins become low. Salespersons face pressure to achieve targets. Thus, high competition creates challenges in increasing sales and maintaining market share.

2. Price Sensitivity of Consumers

Indian consumers are highly price sensitive. Many customers compare prices before buying and prefer cheaper options. Even small price differences affect purchase decisions. This creates a problem for selling branded and quality products. Salespersons face frequent bargaining and resistance to higher prices. Rising inflation also reduces purchasing power. Companies are forced to offer discounts, which reduce profits. Price sensitivity is more common in rural and middle income markets. Convincing customers about value for money becomes difficult. Therefore, price sensitivity is a major problem in selling consumer products.

3. Changing Consumer Preferences

Consumer preferences change rapidly due to fashion, lifestyle, technology, and trends. What is popular today may become outdated tomorrow. In India, young consumers quickly shift to new brands and products. This creates a challenge for selling existing products. Salespersons need continuous training to understand new products and trends. Old stock may remain unsold. Companies must frequently modify products and marketing strategies. Changing preferences increase uncertainty in demand. It becomes difficult to predict sales accurately. Hence, changing consumer tastes create problems in selling consumer products.

4. Distribution and Availability Issues

Proper distribution is essential for selling consumer products. In India, reaching rural and remote areas is a major challenge. Poor transport, lack of infrastructure, and scattered markets create distribution problems. If products are not easily available, customers choose alternatives. Retailers may face stock shortages or delays in supply. This affects sales and brand image. Salespersons spend extra time managing distribution issues instead of selling. High distribution cost also reduces profit. Therefore, distribution and availability problems affect effective selling of consumer products.

5. Low Brand Loyalty

Low brand loyalty is another problem in selling consumer products. Many Indian consumers easily switch brands due to price offers, advertisements, or peer influence. They do not stick to one brand for a long time. This makes repeat sales uncertain. Salespersons have to put continuous effort to retain customers. Heavy advertising by competitors also affects loyalty. Lack of satisfaction or service issues further reduce loyalty. Building trust takes time and cost. Thus, low brand loyalty increases selling effort and creates instability in consumer product sales.