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Marketing,that works in India by Y Moorthi

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10

Product

10.1  PRODUCT PERFORMANCE IS PARAMOUNT

Product performing on the ground is extremely important for durables. This, more than anything, decides whether a product takes off. But does product performance not matter in consumer softs? It does. In fact, if you do not find fast-moving consumer goods (FMCG) brand satisfactory you will shift to another. But the cost of acquisition as well as relinquishing is low in FMCG. In durables, switching is not easy. Most durables cost thousands of rupees. Some cost lakhs. Since the cost of acquisition is high, it is not possible for customers to dump it immediately after buying. Customers, therefore want to be sure that they are making the right choice. For this, they fall back on tangibles. Thus tangibles ...

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