Marketers have traditionally classified products on the basis of three characteristics : __________ , tangibility and use.
durability
Option 3 — durability is correct.
In classic marketing theory (Kotler), consumer products and industrial goods are first sorted using three product characteristics: durability, tangibility and use. These three dimensions frame how a product is bought, priced, promoted and serviced, so they form the base of the product-classification scheme.
On the durability–tangibility axis products fall into three groups:
| Category | Meaning |
|---|---|
| Non-durable goods | Tangible goods consumed in one or a few uses (soap, food) |
| Durable goods | Tangible goods that survive many uses (appliances, tools) |
| Services | Intangible, inseparable, variable and perishable offerings |
Why the other options are wrong: availability, affordability and necessity describe buyer perceptions or convenience factors, not the foundational classification triad. The examiner is testing the exact Kotler wording, where the missing term is durability.
Takeaway: Remember the trio — durability, tangibility and use — as the starting point for classifying any product.
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