A study on users behaviour towards durable goods in Srirangam

The Indian consumer durables industry has witnessed a considerable change over the last few years. Changing lifestyle and higher disposable income coupled with boom in the real estate and housing industry and a surge in advertising have been instrumental in bringing about a sea change in the consumer behaviour pattern. Consumer durables involve any type of product purchased by consumers that is manufactured for long-term use. As opposed to many goods that are intended for consumption in short term, consumer durables are intended to endure regular usage for several years or longer before their replacement is required. Just about every household contains at least a few items that may be considered to be of consumer durable nature. With India being the second fastest growing economy having a huge consumer class, consumer durables have emerged as one of the fastest growing industries in India. Indian urban consumer is young energetic and good earner in the family that automatically increases the demand of consumer durable earner. Sluggish growth or saturated market condition in the urban area compel these markets to move towards the rural market. The challenges of the rural market compel the marketing managers to design and develop unique, effective and separate marketing strategies.