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Webchutney Digital Consumer Durables Report 2010

Webchutney Digital Consumer Durables Report 2010

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Published by sidharthrao
A definitive guide to understanding the influence of Online in driving consumers' durable goods' purchase decisions in India
A definitive guide to understanding the influence of Online in driving consumers' durable goods' purchase decisions in India

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Published by: sidharthrao on Nov 03, 2010
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08/02/2013

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Webchutney works with leading companies in India by developingaward winning and memorable experiences for brands to connect,engage with and build sustained relationships with theirconsumers online.Our clients include Unilever, P&G, HP, Airtel and Microsoft amongothers. We work with them in areas of online advertising, websitedesign, mobile marketing and social media.Ranked as India’s Number 1 Digital Agency two years in a row(Brand Equity Agency Reckoner, The Economic Times, 2008 &2009), Webchutney is committed to leading the interactivemarketing industry.We are a team of over 150 digital marketing professionals acrossNew Delhi, Mumbai and Bangalore.Visit us at
www.webchutney.com
for more information.Follow us on
www.twitter.com/webchutney
Join us on
www.facebook.com/webchutney
Delhi
7, Keher Singh Estate, Ground Floor, Westend Marg, Lane 2,Said-ul-Ajaib, New Delhi - 110030Phone +91 11 32572301 - 04 Fax +91 11 29534136
Mumbai
Abhishek 'G', 2nd Floor, Juhu Versova Link Road, Andheri (W), Mumbai - 400053Phone +91 22 26365364, 26365380, 26365391 Fax +91 22 26364068
Bangalore
NewBridge Business Center, 777/D, 100 Feet Road, Indiranagar, Bangalore - 560038Phone +91 9845096692 Fax +91 80 25211515©2010 Webchutney Studio Pvt. Ltd. All rights reserved.
 
Contents
Contents
Introduction............................................................................................. 2Executive Summary................................................................................... 4THE ‘CONNECTED’ INDIAN DURABLE OWNER .......................................... 6Substantial Chunk of Online Indian Households own Durables................... 7Internet is the Key Medium for Online Durable Owners.............................. 9Experience and Prolonged Usage have made them Adept Online............. 10PURCHASE INTENT OF ONLINE DURABLE OWNERS.................................. 12Online Durable Owners Harbor High Purchase Intent............................... 13Intention to Purchase a Durable Good within 6 Months is High............... 15Snapshot: Purchase Intent of Television within 12 months....................... 17Snapshot: Purchase Intent of Fridge within 12 months............................ 18Snapshot: Purchase Intent of Personal Computer within 12 months......... 19Snapshot: Purchase Intent of Washing Machine within 12 months.......... 20Snapshot: Purchase Intent of Air Conditioner within 12 months.............. 21DRIVING PURCHASE DECISIONS FROM THE LIVING ROOM...................... 22Internet is the Preferred Medium for Durables Related Search.................. 23Relevance of Various Information Sources forPurchase Related Research on Durables................................................... 24Product Features, Price and Visual Appeal are Searched most Online........ 26Online Social Spectrum is Buzzing with Consumer Views,Thoughts and Experiences....................................................................... 27BUILDING BRAND VALUE ANDDRIVING CUSTOMER ENGAGEMENT ONLINE........................................... 30Online Buying is Slowly Catching Pace with Online Product Search........... 31Online Engagement Enables Brand Differentiation .................................. 33Methodology.......................................................................................... 34About the Authors.................................................................................. 35
 
2
Introduction
Despite sluggish consumer buying trends witnessed during global recession,the Indian consumer durables industry grew at a phenomenal rate of 32%
1
in March 2010. Pegged at Rs 35,000 crores in 2008-09, the industry was
2
earlier dominated by a few players. Since the end of 'license raj' and adventof liberalization, this market has been flooded with a host of domestic andinternational players. It is not surprising to note the peaking levels ofawareness about brand image, prices and features of products amongdiscerning Indian consumers who have become more demanding andcautious with exposure to a variety of options. With change in status ofdurable goods from ‘luxury’ items to ‘utility’ goods, which have becomenecessary to maintain a comfortable lifestyle, the lines between‘consuming’ and ‘aspiring’ classes are increasingly getting blurred.Growth in dual income families leading to higher disposable income,reduction in custom duties and easy access to consumer finance are someof the factors that have facilitated growth of the industry. Cut throatcompetition amongst players has ensured product availability at lowerprices. At the same time, the ensuing battle for product differentiation andprice wars has put durable goods’ players in a tight spot.In such a scenario, the challenge to increase brand consideration andpreference among relevant audiences through greater visibility has becomeintense. Mass media like television and print are unable to garner loyaltyand establish sustained marketer-consumer relationships, as their efficacy inselective or contextual targeting is limited. In an age of instant gratificationwhere confidence in traditional, one-way marketing messages sans relevantbrand interaction has diminished, a large number of consumers now preferto research such products and review third party opinions/experiencesonline from the comfort of their home while making purchase decisions.The internet has arisen as a major source of information today. Growth ofsocial networking sites among other online channels has created aninimitable opportunity for brands to identify changing consumer behaviourand create custom-made experiences to suit prospective buyers. Brandnames, branded items and brand performance are common topics ofdiscussion on social platforms online. Since consumers are price and brandconscious while looking for functionality, they prefer to independently seek information about the options available. An increasing number ofmarketers are adopting the online medium to engage this discerningaudience through exclusive product launches online and taking robustmeasures to increase traffic on their websites.Being an industry that thrives on constant technological innovation andproduct upgradation, dynamic online interaction which supplements offlinemarketing strategies becomes a key differentiator for durable brandsstruggling to capture a significant proportion of the large Indian consumerbase. With a 50 million strong online audience, the advantage of internet inengaging 'hopeful' and 'life-long' consumers who display high repeat/re-purchase intention for durables is highlighted in our study.
Inside the Mind of the ‘Wired’ Consumer Durables’ Buyer 
- a study of the Indian durableconsumers’ usage, attitude and behaviour towards the online mediumtakes a close look at the growing influence of Internet in driving purchaseintention/decisions among them.
3
1
Central Statistical Organization (CSO)
2
Federation of Indian Chambers of Commerce and Industry (FICCI)
Note:
The study focuses on five consumer electronics (durable) namelyTV, AC, Fridge, Washing Machine and Personal Computer

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