Liberalization and the Marketing of Durable Consumer Goods

The consumer durables industry is highly price sensitive, making price the determining factor in increasing volumes, at least for lower range consumers. It is not easy to understand consumer behavior in the context of maximizing satisfaction. Consumer durables are normally high value, high priced products, and are not frequently purchased. The market for consumer durables is becoming more competitive in the current world. The durable product markets present features associated with oligopolies. There is interdependency when dealers select the customer. Therefore as a result of competition among several entities in the market, they always try to protect and increase their market share. This book seeks to understand the marketing of consumer durables in post liberalization era.