Which of the following is NOT one of the four category roles?

The four category roles in category management are typically understood to be Destination, Convenience, Seasonal, and Economic. The main purpose of identifying these roles is to enhance the organization of products within a category and to drive strategies that cater to shopper behavior.

The Economic role, while crucial in understanding the cost effectiveness and value perception of a category, is not classified as one of the cardinal roles. Instead, it often serves as a deeper analysis of consumer purchasing decisions and market dynamics rather than a direct categorization of how products are grouped for shopper engagement.

Destination categories are those that draw customers to a store for a specific product or set of products, Convenience roles cater to immediate needs, and Seasonal categories capitalize on specific times of the year to encourage sales.

Thus, the correct answer highlights the distinction between direct category management roles and broader economic considerations in the marketplace.