The formal definition of category: the last level of product classification involved in the customer's purchase decision. This classification can be associated with the brand, and the corresponding purchase choice can be completed on this classification. It can also be subdivided into (concrete) categories, abstract categories, and pseudo categories.

For example, when it comes to air conditioners, customers can think of Gree, when it comes to mineral water, customers can think of Nongfu Spring, and when it comes to supermarkets, customers can think of Wal-Mart. Therefore, air conditioners, mineral water, and supermarkets are all categories.

However, there are some categories that customers do involve in their purchasing decisions, but they are not the last level of classification. Customers cannot complete purchasing choices in this category, and this category is usually not associated with the brand. In this way The classification concept is abstract category. In order to emphasize the relativity with abstract categories, "categories" are sometimes called "concrete categories".

Extended information

The product includes the following levels:

1. Core product: that is, the basic service or benefit that the customer really buys. Fundamentally speaking, every A product is essentially a service provided to solve a problem. It is the most basic and important part in the overall concept of the product.

2. Form product: refers to the form in which the core product is realized or the specific form in which the target market meets the needs. It consists of five characteristics, including quality, style, features, trademark and packaging.

3. Expected product: a set of attributes and conditions closely related to the product that buyers expect when purchasing a product.

Baidu Encyclopedia - Category