Consumer Durables Ownership Trends (2007)

Consumer Durables Ownership,

Stock,

Middle Class,

Demand,

Projections,

MISH,

The project provides insights into ownership, stock and purchase patterns of manufactured goods (which includes both consumer durables and consumables) by households and links it to household characteristics. The information provided is a useful tool for marketing professionals and business-planners, as it would enable them to identify their target consumers, their spending pattern and predict the future demand for their goods based on the demand trends found in the past and present. The project undertakes an extensive detailed analysis of household ownership of major consumer durables and the change in ownership patterns across time. It is observed that the ownership patterns have been changing drastically over years, with the middle class being the drivers of growth. This is attributed to the fact that the middle class is seen to be the group where the maximum demand is generated. The analysis also extends to projecting the growth of households and in turn the growth of the middle class. Various consumer durables like ACs, refrigerators, cars, washing machines, TVs etc. have been considered.