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The term ''consumer product'' means any article, or component part thereof, produced or distributed for the personal use, consumption or enjoyment by a consumer. Consumer goods are classified as either durables or non-durables. Fast moving, non-durable consumer goods are frequently purchased items like cigarettes, bread, milk, toiletries, etc. Consumers will see these products every time they open their refrigerator or medicine cabinets. Durable goods are items that people keep for a long time, such as cars and furniture.

Consumers make buying decisions that satisfy their needs. While many needs are addressed by the consumption of a product, some needs are not. For instance, consumers may wish to be perceived highly by their peers or may need a product that is easy to use or they may need a risk-free product. In each of these cases, the core product itself is the benefit the customer receives from using the product.

Today's consumers are very savvy. They have many choices in how they shop and how they research the products that they plan to purchase. They can shop at traditional stores, mall stores, mail order catalogues, discount stores, dollar stores, warehouse chains, specialty stores, on-line websites, ebay, craigslist, and local web garage sales.

Consumers also have many options for researching their future purchases. Consumer magazines, trade magazines are a few options, but 79% of today's consumers shop on-line. A lot of people do not like to be bothered by over zealous sales assistants and the internet allows a person to have their questions answered without feeling pressured. It is quicker to look at eight different web sites than to drive to eight different stores. Even the older generation is realizing this. It sure takes the stress out of Christmas shopping! And, it's green technology at its best! Save gas, don't pollute!

It almost sounds like the ball is completely in the consumers end zone, but that isn't completely true. Comparison shopping search engines have provided a golden opportunity for retailers to increase brand and product awareness to the audience most likely to buy. Well know sites provide better optimization to help retailers dramatically improve their return on investment.

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