Retailing in the Indian AC Market
The Indian consumer is very difficult to please. He wants to be very sure about everything before he goes in for a purchase .
The problem with the AC brands has been that they have not been able to expand and control their retail network.
The brands will have to expand their network and make sure that the ACs are being treated as other durables.
When the consumers can have a look at the TVs, Refrigerators, washing machines then why can’t they have a look at the AC they would like to purchase.
A consumer would like to see and feel the AC on which he would be spending 30,000 Rs. He would like to see the looks and the designing of the product.
The consumers want to visit a nice and a clean showroom., and have a look at the displayed durables.
The brands will have to make these things understand to their retailers to push the sales.
Even if the retailer doesn’t have the space for the full product display he can always fit a board with just the grilles, which is what a customer wants to see.
This will help the customers to take decisions as they will be able to see and feel the product, and this one aspect might just influence their decisions.
The Indian consumer is very difficult to please. He wants to be very sure about everything before he goes in for a purchase .
The problem with the AC brands has been that they have not been able to expand and control their retail network.
The brands will have to expand their network and make sure that the ACs are being treated as other durables.
When the consumers can have a look at the TVs, Refrigerators, washing machines then why can’t they have a look at the AC they would like to purchase.
A consumer would like to see and feel the AC on which he would be spending 30,000 Rs. He would like to see the looks and the designing of the product.
The consumers want to visit a nice and a clean showroom., and have a look at the displayed durables.
The brands will have to make these things understand to their retailers to push the sales.
Even if the retailer doesn’t have the space for the full product display he can always fit a board with just the grilles, which is what a customer wants to see.
This will help the customers to take decisions as they will be able to see and feel the product, and this one aspect might just influence their decisions.