Which of the following is NOT true about the three types of convenience products (staples, impulse products, and emergency products)?
A. Staples are products that are bought routinely, without much thought.
B. With impulse products, much of the buyer's behavior affects place utility.
C. Customers shop extensively when purchasing these items.
D. Emergency products are purchased when urgently needed.
E. With staples, branding helps customers cut shopping efforts.
Answer: (C) Convenience products are products a customer needs but is not willing to shop around for; therefore, (C) is an incorrect choice, because when it comes to convenience products, customers do not shop extensively. The three types of convenience products are staples, impulse products, and emergency products. Staples are products that are bought routinely without much thought. Therefore, (A) is a correct statement. If a buyer does not see an impulse product at the right place, the sale will be lost. Therefore, (B) is a true statement, buyer behavior does affect place utility with impulse products. Because they are usually purchased in emergency situations, emergency products are purchased when urgently needed. (D) is a correct statement. (E) is also true. Branding does help customers cut shopping efforts and encourages repeat buying of satisfactory brands.