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耐用消费品市场调查报告
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解码网络影响：网络影响将为耐用消费品提供动力。网络影响因产品类别而异。网络影响因消费者人口统计而异。解码网络消费者：购买前：84%的店内买家和74%的在线买家在网上搜索时还没有决定品牌选择。购买阶段：低价和便利是在线购买的最大驱动因素，多种支付选项也是前5大驱动因素之一。购买后：几乎1/3的在线消费者在购买后发布网络评论。抓住机会：对耐用消费品企业来说，投资并建立正确的数字化组织结构，以便在价值23亿美元的市场中获得机会。在个人消费者层面推动重点干预措施。
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耐用消费品市场调查报告 EXECUTIVE SUMMARY The consumer durables industry is expected to continue the growth momentum to become USD 36 Bn by 2023 on back of multiple growth drivers viz. low product penetr ation, rising disposable income, increasing urbanization, easy access to credit & Government's thrust on electrification. Decoding Digital Influence: Digital Influence will power consumer durables； We define a sale as 'digitally influenced sale' if the buyer uses internet during any stage of purchase cycle； Percentage of digitally influenced sales in consumer durable industry has more than doubled over last five years and in next 5 years we expect 63% of overall consumer durable sales to be digitally influenced. USD 23 Bn by 2023!!! Multitude of drivers will propel this growth in India viz. rising internet penetration, falling smart phone prices, decline in data tariffs, more vernacular content & sales thrust by ecommerce companies. We expect USD 10 Bn out of the above to be online sale; Digital Influence varies by productcategories; 3 out of 10 consumers today are digitally influenced for high average selling price (ASP) durables like ACs, Televisions, Refrigerators and Washing machines.1 in 3 buy these products online; 2 out of 10 consumers today are digitally influenced for comparatively lower ASP products like small appliances, water purifiers & microwaves.1 in 2 buy these products online. 【更多详情，请下载：耐用消费品市场调查报告】
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