INTRODUCTION:-

The Indian consumer's confidence and demand for durable goods has been robust as the industry
recorded the highest average growth rate of 26.1% from April 2009 to March 2010 among all sectors.

Concurrent to this is the increase in internet access and usage with as many as 73% online durable
owners spending more than one hour online (weekdays), which is the highest across all other mediums.
The average number of online activities undertaken is 17, of which, information search and social
networking are in the list of top ten most 4 popular online activities.

The online sphere is constantly abuzz with durable goods' related views, opinions and comments shared
by existing as well as prospective durable owners, thereby influencing each other's purchase decisions.
In such a scenario, the opportunity for marketers to leverage their online presence is increasing
exponentially, particularly with Indians becoming increasingly vocal on social media platforms. It is
interesting to note that online durable consumers actively share opinions, views and experiences not
only on personal blogs, but circulate them across a variety of online platforms including company
websites, consumer review websites, social networks and blogs, causing a ripple-effect across online and
offline consumers. Rise in popularity of online forums including social networks has given birth to a new
model of promotional content creation, with the consumer donning the role of message creator in place
of the marketer.

Inside the Mind of the Consumer Durables Buyer highlights the impact of online media with consumers
becoming brand evangelists sharing positive recommendations or stripping brands naked with negative
feedback. Today, they have become a ‘currency’ or a threat to durable brands depending on whether
durable marketers are actively listening to and participating with their consumers where they flock to
the most, or not. Keeping positive conversations and brand image alive is a function of the ability of
online engagement, its adoption amongst influencers and a sustained effort to spark personalized, one-
on-one interaction

OBJECTIVES:-

1. To understand and analyze online Indians' durable goods' buying behavior and the impact of internet
in influencing their purchase decisions.

2. To understand strategies of various retailers to utilize this online platform as added advantage to their
sales.