Product The marketing mix starts with product part so in this section of the paper will be discussed what does the consumer want and need from the product, the main characteristics and features of the product and also the best ways to choose branding and packaging.

Low-involvement consumers This group of consumers mostly has low income and usually buy cheaper things without extra attention before buying a product. To selling goods for low-involvement consumers there are few main important factors of consumer needs and wants from the product. First of all low involvement consumers don’t spend a lot of time thinking about which windscreen wiper has the best quality and which one has to choose - because of habitual decisions. Their primary priority is price. For that reason “50% discount” or “buy 1 and other get for free” can really attract low-involvement consumers. Other important priority is product convenience. Mostly consumers choose those products which attractively displayed and easy to find. The windscreen wipers should be in the center of the store shelves. For consumers it would be eye-catching product. Also accurate information – consumers place a high value. They have to quick and easy understand what written about the product, how can use it (simple instruction) and why this product is better than others. For that reason on product should not be too much text.
Main characteristics of windscreen wipers for low-involvement consumers as l mentioned before should be not the best quality, but best price product. Consumer has to feel satisfied because of cheap, but not bad purchase. And if wipers going to break up consumer don’t need to think about how much he spent for this product. He/she can buy another one and feel safety of clean car windshield. Also important characteristic should be