The concept is based on the idea that consumers
prefer products that are widely available and
inexpensive.
Managers focusing on this concept concentrate on
achieving high production efficiency, low costs, and
mass distribution.
This orientation makes sense in developing
countries, where consumers are more interested in
obtaining the product than in its features.
The risk of using the concept leads to marketing
myopia (mistake of paying more attention to
specific products a company offer than to
benefits and experience produced by products.