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Marketing,that works in India by Y Moorthi

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8

Basics

8.1  CONSUMER DURABLES vs FMCG

A typical example of a consumer durable is a TV (consumer electronics) or a microwave oven (electronic appliances). There are also other examples like cookers, tyres and so on. For our purposes, we can classify anything that lasts longer than a year as a durable. Consumer durables and consumer softs (FMCG or fast moving consumer goods) both broadly cater to b2c (business-to-consumer) markets, though not always. Both are therefore bought by consumers directly. However, there are some important differences. Consumer durables, as their very name suggests, last longer. A washing machine or a TV lasts for years. Therefore once a consumer buys a durable, he is not back to the counter for several years (this ...

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