Product Patronage Matrix

Product patronage Matrix is an interesting concept that was introduced by Louis P. Bucklin in his book titled 'Retail Strategy and Classification of Consumer Goods'.

Product Patronage Matrix builds from the foundation of classification of goods and stores the cross-classification of the each product motive with each patronage motive, a three by three matrix is created representing nine different types of customer buying.

The following are the product motives which are derived from customer attitudes towards a product:

Convenience Goods: Those goods, for which the customer before his need arises, possesses a preference map that indicates a willingness to purchase any of a number of known substitutes rather than to make the additional effort required to buy a particular item

Shopping Goods: Those goods for which the customer has not developed a complete preference map before the need arises, requiring him to undertake search to construct such a map before purchase

Specialty Goods: Those goods for which the customer before his need arises, possesses a preference map that indicates a willingness to expend the additional effort required to purchase the most preferred item than the most readily accessible substitutes
Similarly, the following indicate the patronage motives which are derived from consumer attitudes towards a retail establishment.

Convenience Stores: Those stores for which the customer before his need for some product arises, possesses a preference map that indicates a willingness to buy from the most accessible store

Shopping Stores: Those stores for which the customer has not yet developed a preference map, requiring him to undertake a search to construct such a map before purchase

Specialty Store: Those stores for which the customer before his need arises, possesses a preference map that indicates a willingness to buy from a particular establishment even though it may not be the most accessible