Modern day consumers admittedly are looking for solutions, not merely products and services, which can add value in terms of saving time, enriching quality of life and enhancing productivity. While buying durable products, consumers invariably are highly involved: such high involvements is based on the fact that such purchases are expensive, infrequently purchased and risky in nature. Contemporary consumers live in a crowded, competitive, cluttered world of parity products and services. Due to fast technological advancements, product differentiations in terms of look, performance and cost are hardly visible. Companies through their brands therefore are struggling to create a distinct place in the minds of the consumers for quite sometime. Consequently, marketing strategies are constantly being worked and reworked to reach the new age Indian customers. For the marketers, there is no single India and there is hardly any 'success mantra' for the Indian market. Life in the marketing fast lane is indeed tricky.
The present work is an analytical exposition of complex yet interesting facets of durable purchasing behaviour in the Indian marketing environment. The study is directed towards exploring the consumer decision process of a number of durable products while focusing on the complex nature of consumer behaviour, their attitude, perception and motives at the various stages of the buying process and their buying experiences.
This book is immensely useful to all professionals, researchers, scholars and corporate decision makers in the context of spread of consumerist culture among the populace and consequent marketing boom in recent years. The present treatise will provide valuable guidelines for developing marketing strategies for durable products. |
