Product classification and the theory of consumer behavior

Abstract

Product classifications have been used as a normative framework to generalize product characteristics and market responses. To be more useful in guiding marketing strategy, classification schemes should incorporate the characteristics of the consumer's decision process. This article attempts to establish the link between product classification and consumer decision theory by demonstrating a direct association between Copeland's well-known convenience-shopping goods typology and the Howard-Sheth model of consumer decision-making.