Segmentation, Targeting and Positioning of Indian Furniture Industry

Neeraj Kumari, Devi Singh

Abstract


Objectives:

  • To study the segmentation, targeting and positioning of furniture industry.
  • To make and study ANSOFF grid for the key player in the plastic furniture industry.
  • To recommend advertising strategies for the plastic furniture industry.

Research Design: Information has been gathered from both primary and secondary sources. Primary data was collected through a structured questionnaire. Secondary data sources include websites, journals, and research papers.

Sample Design: Convenience Sampling was carried out for the study. The sample consisted of customers who had bought products from the furniture industry. The sample size is 120.

Novelty of the study/ Contribution to the literature: It could bear some significance with lead an examination on more territories of promoting and including the distinctive focused on clients which would give more exhaustive understanding and outline of the point.

Findings: People with low resources believers, strivers, makers, survivors are most likely to buy the plastic furniture as of now when the product is in growth stage of its life cycle. Nilkamal plastics have been successful in positioning its products well in the market. It became popular especially in South India, where consumers prefer simple living and hence had a demand for plastic furniture too.

Recommendations: Nilkamal can promote its brand based on the driving factors: lightweight, weatherproof, termite-proof, and economical.

Implications: The findings of the study have implications for branding, positioning decisions, brand equity measurement and marketing communications. The essential ramification of an advancing framework is the presentation toward tending to customer needs those results in extended purchaser dependability. A publicizing methodology has basic ramifications for things such as design and progression.

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DOI: https://doi.org/10.5296/ijafr.v10i3.17500

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