Volume : VII, Issue : VIII, August - 2017

A STUDY ON MEASURING THE LEVEL OF AWARENESS OF THE CONSUMERS TOWARDS HOUSEHOLD APPLIANCES AVAILABLE IN THE MARKET

C. Krishnamoorthy, Dr. S. Dhanraj

Abstract :

 Today the market situation in India is highly competitive across all the product segments. With the continuous evolution in the demographics and psychographics of the target consumers, the situation is becoming more and more complex. The ever changing customer preferences, rising consumerism, new entrants in the market, and continuously evolving technological innovations resulting in product differentiation in the short run which further resulting in shorter life cycles for durables particularly and also for other lifestyle products are adding new dimensions to already complex situation. In a consumption environment, a person chooses a product or a and, which seems to possess a maximum possibility of the definition or elaboration of his life style identity. Hence it becomes necessary for the companies to create a high level of awareness among the consumers to exhibit the unique feature in their products and to capture the market. This study highlights the consumers’ level of awareness towards the household appliances available in the market

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

C.KRISHNAMOORTHY, Dr.S.Dhanraj, A STUDY ON MEASURING THE LEVEL OF AWARENESS OF THE CONSUMERS TOWARDS HOUSEHOLD APPLIANCES AVAILABLE IN THE MARKET, INDIAN JOURNAL OF APPLIED RESEARCH : Volume‾7 | Issue‾8 | August‾2017


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