Non-Durable Goods: Definition & Examples

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  • 0:01 What Are Non-Durable Goods?
  • 0:54 A Company's Perspective
  • 1:54 Examples of Non-Durable Goods
  • 2:44 Lesson Summary
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Lesson Transcript
Instructor: Tara Schofield

Tara has a PhD in Marketing & Management

This lesson discusses non-durable goods. Non-durable, or consumable goods, are defined and examples are given. The challenges for businesses selling non-durable goods are also explained.

What Are Non-Durable Goods?

Non-durable goods are products consumers purchase with the plan to use for a short period of time. Also referred to as consumable goods, most non-durable goods are expected to be consumed or used in three years or less. Because of this basic characteristic, non-durable goods can be a wide variety of products.

There are essentially three types of non-durable goods. They may be literally consumed, as with food and drinks. They can also be utilized until they are gone, such as deodorant, toothpaste or dish soap. The third type of non-durable good is a product that is used and no longer needed, intended for one use, or wears out from normal use, such as socks, paper plates and light bulbs.

A Company's Perspective

From a business point of view, selling consumable or non-durable goods often translates to repeat customers. To illustrate, let's say you are the president of a prominent laundry detergent company. You know that customers who purchase laundry soap will eventually use up their soap supply and will need to buy another bottle. The challenge with selling non-durable goods is building brand loyalty with customers and ensuring that when they purchase the next bottle of laundry soap, they purchase your brand rather than a different option.

As a result, there are often many options available when purchasing non-durable goods. Your company must fight for shelf space to make your brand available in the store. Once it is available, you must also ensure you are building the loyalty with shoppers so they continue to buy your product. If you are successful in securing shelf space and building brand loyalty, you can benefit from ongoing purchases of your product each time a customer uses all of their laundry soap.

Examples of Non-Durable Goods

Now let's consider you are a consumer going to a large discount store to purchase items on your shopping list. Your list includes various food items, toiletry and beauty aids, a pair of shoes, some socks, a notebook, a bicycle, some greeting cards and an assortment of candles. You also buy a hammer and some duct tape.

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