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Small durables a grwoing market
Small durables a grwoing market
Small durables a grwoing market
Small durables a grwoing market
Small durables a grwoing market
Small durables a grwoing market
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Small durables a grwoing market

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mall durables—the little items that personalize households and make each home different—can be divided into four main groups: furniture and fixtures, household appliances, recreational goods, and …

mall durables—the little items that personalize households and make each home different—can be divided into four main groups: furniture and fixtures, household appliances, recreational goods, and other personal goods including mobile handsets, watches, clocks, plastic goods and decorative items. As a group, they account for less than 2% of total household expenses, as other basic necessities such as food, travel and rent take up the bulk of the budget.

The largest sub-groups in this category are other personal goods and household appliances, accounting for more than 80% and 11%, respectively, of the total expense within the group. There are variations across states. In Chandigarh, Goa and Kerala, household appliances take up close to 20% of the expenses in this category, double the average.

Within this group of small durables, there is a wide variety, with prices and brands to suit every pocket, and as households move up the income ladder, they spend on higher-value items within the group; per-household annual expense on small durables, therefore, rises from Rs. 1,255 on an average in the lowest income segment, which are households earning less than Rs. 1.5 lakh a year, to Rs. 11,807 in the highest income segment of households earning more than Rs. 10 lakh a year.

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  • 1. Published: Mint dated 26th September, 2011The heterogeneitythat characterizesthe modern Indianconsumer hascreated a mazethat marketerswould like tounravel in order totarget theirproducts andservices precisely.In this fortnightlyseries, IndicusAnalytics willpresent the variousfacets of urbanconsumers, acrossgeographies andsocio-economicgroups Indicus Consumer Data Products
  • 2. Small durables—the little items that personalize households and make eachhome different—can be divided into four main groups: furniture and fixtures,household appliances, recreational goods, and other personal goods includingmobile handsets, watches, clocks, plastic goods and decorative items. As agroup, they account for less than 2% of total household expenses, as other basicnecessities such as food, travel and rent take up the bulk of the budget.Thelargest sub-groups in this category are other personal goods and householdappliances, accounting for more than 80% and 11%, respectively, of the totalexpense within the group. There are variations across states. In Chandigarh, Goaand Kerala, household appliances take up close to 20% of the expenses in thiscategory, double the average.
  • 3. Within this group of small durables, there is a wide variety, with prices and brands tosuit every pocket, and as households move up the income ladder, they spend onhigher-value items within the group; per-household annual expense on smalldurables, therefore, rises from Rs. 1,255 on an average in the lowest incomesegment, which are households earning less than Rs. 1.5 lakh a year, to Rs. 11,807in the highest income segment of households earning more than Rs. 10 lakh a year.
  • 4. Interestingly, if we look at the states, Chhattisgarh has the highest per-householdexpenditure on small durables, a pointer to the surge in income in towns such asDurg, Raipur and Bilaspur in recent years. It is followed by Haryana and Gujarat inaverage per-household expenditure in this group. Bihar and Madhya Pradesh fall atthe bottom of the table, with low disposable income making its mark. When it comesto per-household average expenditure on household appliances, Vadodara, urbanareas of southern Goa, Ahmedabad and Durg are the leading four urban areas. Forfurniture and house fixtures, Thiruvananthapuram, Ambala, Gurgaon andGandhinagar top in per-household average annual expenditure, while Durg andRaipur lead in per-household expenses on recreational goods. For the otherpersonal goods group, per-household expenses are highest in Noida, Panchkula,Valsad and Gandhinagar.
  • 5. The market for small durables as a group is the largest is Mumbai, followedby Delhi, both of more than Rs. 1,100 crore annually. Mumbai beats Delhi inthe size of the market, despite having fewer households.
  • 6. Though, as durables, all items in this expenditure category have a life of more than ayear, households are quick to replace their older or cheaper goods for newer modelsand fashions when disposable income rises, creating an ever expanding market.Overall, many of these items have become more accessible to lower incomesegments, with clocks, watches and mobile handsets available at relatively lowerprices than in earlier decades.

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