In economics, any commodity which is produced and subsequently consumed by the consumers, to satisfy its current needs, is known as a consumer good. Consumer goods that are ultimately consumed, rather than being processed further into other goods.

Consumers are individuals and households who buy goods and services to serve their personal use. Consumer goods are those goods which individuals purchase in such form that do not require further processing. Examples of such goods are television, pressing iron, wrist watch, shoes, cigarettes, chewing-gum, video tapes, etc. Consumer products are grouped according to the consumer’s buying habits. They are convenience goods, shopping goods and specialty goods.

Convenience good is a consumer product which consumer buys as a routine, purchased often, appeals to a large market and the consumer purchases them with little planning. Generally, convenience goods come in the category of non-durable goods such as fast food, cigarettes, tobacco, biscuits, etc in order for these producers to reach their target market, they have   to have widespread availability. Convenience goods are not associated with a large price, so companies must sell a large volume in order to make a profit.

Think of how many places you can buy a pack of gum, places like drug  store, supermarkets, convenience stores, warehouses, etc. most of the time these products do not require much thought and are almost reflex reactions for the consumer to buy. Convenience products also do not require complicated information based on advertising. Instead, the promotion is all about reminding the consumer that the product is available.

Shopping goods are those which take lot of time and proper planning before making purchase decision. In this case, consumers do a lot of selection and comparison based on various parameters such as cost, brand, and style, comfort, etc, before buying the item. Shopping goods are costlier than produce shopping goods usually try to set up their shops and show rooms at active shopping area to attract customer   attention. Their main focus is to do lots of advertising and promotion, so as to attract customer. Homogenous and heterogeneous are the two specific types of shopping goods. Homogeneous products are perceived by consumers as very similar in nature and the final purchase in determined on the lowest price.

Heterogeneous products are viewed very differently and consumer’s comparison based on, not just for the lowest price, but for the brand that works better than the other.

Brands play an important role in heterogeneous goods, as the features, image and quality of the product is considered.

In fact, shopping products usually have a social pressure to the purchase in a heterogeneous type of product, so consumers are willing to put in the time to receive a psychological benefit.

Distribution of shopping goods does not need to be as widespread as convenience goods because there is a smaller target market for the products.

Specialty goods are unique in nature; these are unusual and luxurious items available in the market. Specialty goods are mostly purchased by the upper class of the society, because of their expensiveness in nature. It is quite difficult to be afforded by middle or lower class people of the society.

Companies advertise their goods targeting the upper class. These goods do not fall under the category of necessity; rather they are purchased on the basis personal desire or preference.

Brand name, uniqueness and special features of the item are major attributes which attract consumers and make them buy such products. Examples of such goods are Jewelries, wedding dresses, car, etc.

Consumers’ behavior on the commonly used products which are identified as frequently purchased products and those that are necessary and may not be avoided in the consumer’s daily activities. Consumer may have different preference, taste and behavior patterns while is making a purchases decision. Consumer behavior which is complex and involves interplay of individual and social cultural processes may studied with the knowledge of behavior exhibited by people in purchasing and using economic goods or services. In consideration of convenience goods which are frequently purchased, it is important to know the preference and taste of consumers. These factors that forces an individual consumer during the purchase process is needful to detect.

It is imperative for the retailers to understand the behaviors consumers which are highly dynamic in nature. Review of literature has revealed that purchase behavior of consumer is different in various countries and societies. The reason behind the variation in behavior of consumers is as a result of diverse cultures and the changing economics of those societies. So this study intends to know how these factors have created an Impact On The Consumer Choice Of Convenience Goods In Enugu Metropolis.