Consumer goods - a type of product designed to meet the demand of a potential consumer, for domestic, personal or family use. Consumer goods include shoes, clothing, furniture, building materials, automobiles, and other consumer goods. The properties of goods that determine their suitability to meet the specific needs of the population and appear in the process of consumption or exploitation are considered to be consumer. The totality of all consumer properties is nothing but the quality of the goods. The structure of consumer properties consists of complex and high-quality individual characteristics of the product, divided according to the rules of hierarchical classification into several levels.
Depending on the habits and choice of consumers, consumer goods of preliminary, daily and special demand are distinguished. In addition, they are classified by purpose: clothing, footwear, food products and by the nature of demand: mass (household goods, food) and selective demand (antiques, jewelry). Also, consumer goods differ in terms of use - short-term (products, household chemicals) and long-term use (household appliances, cars). Consumer goods are divided into consumer goods, durable goods and special products. Everyday goods (readily available goods and services), their customers purchase without hesitation often enough. Such products include soap, laundry detergent, hairdresser services. The price of consumer goods, as a rule, is not high, so the habit affects the decision of the buyer, because most often the products of the same company are bought. To create a habit with the buyer, manufacturers widely advertise their own products, thereby creating a lasting effect of an easily recognizable image.
Durable goods are more important things that a person buys irregularly. Buyers spend much more time deciding on their purchase. This may be expensive clothing, furniture, automobiles, jewelry, legal services, specialist advice. When buying these things, consumers pay particular attention to the quality, price of the goods and the reputation of the manufacturer. Moreover, the more expensive the product, the more time the consumer is willing to devote to the analysis of its characteristics. To the goods of a special assortment are things that, in the opinion of consumers, there is no replacement. It can be a Rolex watch or antique items. For their acquisition, potential buyers are willing to spend more effort and time. The price in this case does not play a special role, since the consumer wants to purchase this particular product and no other.
To increase consumer demand, well-known firms specifically develop and produce products that, as a result of a wide advertising campaign and a sufficiently long service life, become the face of this enterprise. Such products are called brands. The brand is a new modern ideology of management and the key to success in any type of activity from the selection of qualified personnel to modern innovative technologies.
Territorial branding is a new modern direction aimed at the development and prosperity of a business. The outstanding specialist Thomas Gad, who developed the 4D Branding concept, believes that branding is not only the basic basis of marketing, it serves to develop the structure of the company, making it unique in the consumer goods market . Method 4D Branding is distinguished by a clear structure of brand development and an objective assessment of its effectiveness, which allows enterprises to build their own business at a whole new level.