Certified Supply Chain Professional (CSCP) Practice Exam

In the maturity stage, what happens to sales rates?

1. Sales continue at an increasing pace

2. Sales peak and then decline sharply

3. Sales continue but at a slower rate

4. Sales fluctuate significantly

The correct answer is: Sales continue but at a slower rate

In the maturity stage of a product's life cycle, sales generally continue but at a slower rate compared to previous stages. This is due to market saturation, where most potential customers have already purchased the product, leading to a stabilization of sales figures. At this stage, while there may still be some sales growth, it is typically much slower as the product faces intense competition and the novelty that drove initial growth starts to fade. The maturity stage is characterized by brand loyalty and repeat purchases, but since many alternative products are available and customer choices are influenced by factors like price and features, the rapid growth seen in earlier stages diminishes. Marketers may find it necessary to innovate, introduce variations, or develop new marketing strategies to sustain sales levels.