Specialty goods (product)

Consumer products with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. In many cases consumers are unwilling to accept a substitute for the preferred product. Retailers are especially important to the success of specialty goods; thus marketers of such goods usually limit their distribution in an effort to get strong local sales support. Usually these products command high prices and require strong advertising to promote brand uniqueness and to inform where available locally.