A study on consumer preference towards durable products in Coimbatore city

The world of today is changing fast. India is no exception. With the opening up of the Indian economy, marketers today are facing a barrage of new challenges and opportunities; Indian market products. is going through a period of upheavals. The winds of liberalization or the opening up of the market have brought about changes that would have been unimaginable a decade ago. As barriers come down, new players both from India as well as abroad are entering in different products. Presently there are many national as well as international manufacturers in consumer durable products. They are fighting an intense battle to get a foothold, while the existing players are putting in all their counter strategies in this battle for survival. The battle is on across all the products-be it consumer nondurable, consumer durable or the service industry – though the degree or nature of battle may vary individually.