The grocery is the collection of all mass-consumption products that are purchased frequently, quickly, and with minimal effort of comparison.
Such products belong to different categories:
- Packaged foods: pasta, biscuits;
- Beverages: water, soft drinks, wines, beers;
- Personal care products: deodorants, cleansers, baby products;
- Household cleaning products: dishwashing detergent for floors.
Therefore, they are packaged mass consumption products; excluded are instead products sold in variable weight.
The products of the grocery sector are distributed extensively through long indirect distribution channels and supported by means of mass communication.
Grocery retailer
As we have already mentioned, the products handled by the grocery are also called consumer goods.
The specialty goods, on the other hand, have a low repurchase frequency and require a particular purchasing effort.
In fact, they are distributed in a selective manner, through direct or short indirect channels.
The diversity of these two categories affects consumer buying behavior as much as it does on distribution.
Grocery goods, that is, items of little value with high repurchase frequency need extensive distribution, which is characterized by its low significance and self-service nature.
The marketing of speciality goods, however, takes place through specialized distribution, characterized by high importance and excellent service.
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