When buying consumer goods, a consumer almost always has a predetermined notion or need or pattern for buying both convenience and specialty goods. The major difference in buying pattern of the two is that whereas convenience goods require low involvement, specialty goods require high involvement. For example, a consumer while buying a convenience good would not display high levels of brand loyalty and would pick whichever product is easily available under budget, whereas while buying a specialty good, a consumer shows high level of brand loyalty, and may go an extra mile to find the brand he wishes to buy, the consumer may also pay a premium to acquire that brand.
Many a time such specialty products are sold in specialty stores where nothing but a specific brand or a specific set of brands is available. Consumers go to these stores, even if they’re not the closest, most accessible ones to find the preferred products. A specialty good is less likely to lose consumer loyalty and hence can demand a price premium.
A Specialty Good can be bought in one of the following ways:
A good example of a specialty good would be a designer clothing line. If you want to buy a Manish Malhotra wedding gown (specialty product), then you would most likely visit a Manish Malhotra outlet (specialty store). You may be a resident of Chandigarh but would not mind visiting Mumbai to buy a gown at a Manish Malhotra specialty store.