Consumer Durables Industry Analysis Rep
FEBRUARY 21, 2014
INDUSTRY ANALYSIS REPORT
CONSUMER DURABLES SECTOR
PRESENTED TO:
MS. KAVITA KULKARNI
ASSISTANT PROFESSOR MARKETING
NMIMS, HYDERABAD
AUTHORS:
ASHWANI SINGH
AMEYA VICHARE
DEEVANSHU SWANI
A043
A054
A048
SHUBHAM AGARWAL
PRAKASH SINHA
VISHRUT SHARMA
A045
A040
A002
Preface
Consumer durable goods consist of products that are often expensive for the average household, and that are usually expected to last for two or three years. These goods are often purchased as gifts on a seasonal basis or for special occasions. The category includes but is not limited to: recreational goods, sporting equipment, toys and hobby goods, jewelry, watches, kitchenware and other durable household goods with long product life. White goods such as washing machines, refrigerators and coffee machines, as well as brown goods such as DVD players, televisions and stereos are often grouped into this category. India being the second fastest growing economy with a huge consumer class has resulted in consumer durables as one of the fastest growing industries in India. The rural market is growing faster than the urban markets, although the penetration level in rural area is much lower. The rising income levels, doubleincome families and increasing consumer awareness are the main growth drivers of this industry. It Contributes more than 5.5% to index of Industrial Production and provides jobs to lakhs of professionals, Skilled, Semi-Skilled and unskilled workers, particularly women. It improves the quality of life of people by providing Entertainment / information / education / comfort and helps reduce daily chores, particularly for housewives. But the importance of the sector in National
Economy remains unnoticed. Governments both at Centre and States view this sector only as source of Revenue generation. Over the last twenty years the consumer durables industry has become more and more commercialized. Marketing and advertising have targeted the middle to upper income
INDUSTRY ANALYSIS REPORT
CONSUMER DURABLES SECTOR
PRESENTED TO:
MS. KAVITA KULKARNI
ASSISTANT PROFESSOR MARKETING
NMIMS, HYDERABAD
AUTHORS:
ASHWANI SINGH
AMEYA VICHARE
DEEVANSHU SWANI
A043
A054
A048
SHUBHAM AGARWAL
PRAKASH SINHA
VISHRUT SHARMA
A045
A040
A002
Preface
Consumer durable goods consist of products that are often expensive for the average household, and that are usually expected to last for two or three years. These goods are often purchased as gifts on a seasonal basis or for special occasions. The category includes but is not limited to: recreational goods, sporting equipment, toys and hobby goods, jewelry, watches, kitchenware and other durable household goods with long product life. White goods such as washing machines, refrigerators and coffee machines, as well as brown goods such as DVD players, televisions and stereos are often grouped into this category. India being the second fastest growing economy with a huge consumer class has resulted in consumer durables as one of the fastest growing industries in India. The rural market is growing faster than the urban markets, although the penetration level in rural area is much lower. The rising income levels, doubleincome families and increasing consumer awareness are the main growth drivers of this industry. It Contributes more than 5.5% to index of Industrial Production and provides jobs to lakhs of professionals, Skilled, Semi-Skilled and unskilled workers, particularly women. It improves the quality of life of people by providing Entertainment / information / education / comfort and helps reduce daily chores, particularly for housewives. But the importance of the sector in National
Economy remains unnoticed. Governments both at Centre and States view this sector only as source of Revenue generation. Over the last twenty years the consumer durables industry has become more and more commercialized. Marketing and advertising have targeted the middle to upper income
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