Yellow, red and orange goods

Yellow, red and orange goods are a three-part classification for consumer goods which is based on consumer buying habits, the durability of the goods, and the ways that the goods are sold.[1] The classifications are for yellow goods, red goods, and orange goods, with orange goods being goods that have a mix of yellow and red characteristics.[1] The classification of goods into yellow, red, and orange categories is roughly equivalent to the categories of shopping goods, convenience goods, and specialty goods.[1]

Yellow goods

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Yellow goods (also called "shopping goods" or "white goods") are durable consumer items such as large household appliances that have a long period of useful life, and which are replaced rarely.[2] While yellow goods are sold in low volumes, they have high profit margins.[2] Yellow goods have a higher unit value than convenience goods and people buy them less often; as such consumers spend more time comparison shopping for yellow goods than for red goods. As well, there is a much greater role for personal selling (from salespeople) for yellow goods than for red goods, and there is more selective distribution of yellow goods.[1] Yellow goods often need to be adjusted or customized by the store before they are delivered to the customer.[1]

The consumer goods term "yellow goods" is different from the construction and agricultural industry term of the same name, which refers to bulldozers, tractors, and similar equipment.

Red goods

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Red goods (also called "convenience goods") such as food are consumed completely when the consumer uses them; as a result, they are replaced frequently and sold in high volumes.[2] Red goods have low profit margins.[2] Red goods need heavy advertising and competitive pricing, along with a well-developed selling organization to manage the widespread and numerous points of sale.[1] As red goods are widely available through a wide distribution network, consumers do not have to spend much time searching for them.[1]

Orange goods

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Orange goods (also called "specialty goods") are moderately durable goods that wear out with regular use and have to be replaced, such as clothing.[2] Orange goods are unique, so consumers need to make more effort to acquire these items; as such exclusive distributor arrangements and franchises are often used to sell them.[1]

References

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  1. ^ a b c d e f g h Baker, Michael J. Marketing Strategy and Management (5th Edition). MacMillan International Higher Education, 2014
  2. ^ a b c d e Kroon, Richard W. A/V A to Z: An Encyclopedic Dictionary of Media, Entertainment and other Audiovisual Terms. McFarland, 2010. p. 111