Standard Article

Product Category

Part 1. Marketing Strategy

  1. Jaeseok Jeong

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01051

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Jeong, J. 2010. Product Category. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. St. John's University, New York, NY, USA

Publication History

  1. Published Online: 15 DEC 2010


A group of products that are homogeneous are generally considered as substitutes for each other. The product category is considered as narrow or broad depending on how substitutable the various products are. A products is generally identified in terms of its product category, which can be defined as the classification to which the product is assigned. The identification of the product category sometimes can be ambiguous and even arbitrary and this can be an issue for marketing managers in measuring the market performance and understanding the market structure and competition for their own product(s).


  • product category;
  • category development index;
  • brand development index;
  • primary advertising