CASELET 2
Q1.

Q2.
INCREASING COMPETITION AND TECHNOLOGY ADOPTION HAS LED TO A SITUATION WHERE THE BASIC FUNCTION OF MOST OF THE CONSUMER DURABLE GOODS HAS BEEN LARGELY COMMODITIZED. THIS HAS CREATED A SITUATION WHERE IDENTIFYING A UNIQUE DIFFERENTIATING FACTOR AND PROMOTING IT EFFECTIVELY HAS BECOME IMPERATIVE. THE ADVERTISING AND PROMOTIONS SPENDS IN THE INDUSTRY HAVE BEEN GROWING STEADILY. SIGNIFICANT FOCUS HAS BEEN LAID ON MAPPING KEY CONCERNS THAT COULD ACT AS DEMAND DRIVERS AND PROACTIVE MARKETING CAMPAIGNS AIMED AT ADDRESSING SPECIFIC CONCERNS OF PROSPECTIVE CUSTOMERS. FOR INSTANCE, INSTEAD OF FOCUSING ON THE BASIC SPACE CONDITIONING ATTRIBUTE, LG?S AC MARKETING CAMPAIGNS FOCUS ON HEALTH BENEFITS RESULTING FROM THEIR SUPERIOR AIR FILTERING TECHNOLOGY, THUS STRIKING A CHORD WITH URBAN CONSUMERS FOR WHOM SAFETY FROM POLLUTION AND DUST IS PERHAPS AS SIGNIFICANT A NEED AS AIR-CONDITIONING. CONSUMER FINANCING HAS BECOME A MAJOR ENGINE OF GROWTH IN THE CONSUMER-DURABLES INDUSTRY. IN THE CASE OF MORE EXPENSIVE CONSUMER GOODS, SUCH AS REFRIGERATORS, WASHING MACHINES, COLOR TELEVISIONS AND PERSONAL COMPUTERS, RETAILERS ARE JOINING FORCES WITH BANKS AND FINANCE COMPANIES TO MARKET THEIR GOODS MORE AGGRESSIVELY. AMONG DEPARTMENT STORES, OTHER FACTORS THAT WILL SUPPORT RISING SALES INCLUDE A STRONG EMPHASIS ON RETAIL TECHNOLOGY, LOYALTY SCHEMES, PRIVATE LABELS AND THE SUB-LETTING OF FLOOR SPACE IN LARGER STORES TO SMALLER RETAILERS SELLING A VARIETY OF PRODUCTS AND SERVICES, SUCH AS MUSICAL RECORDINGS AND COFFEE

THUS THE CONSUMER INDUSTRY IS ADAPTING ITSELF TO THE CHANGES AND EVOLVE WITH IT TO DELIVER HIGH QUALITY DURABLES TO THE CONSUMERS. THE RATE OF INCREASE IS DRASTICALLY CHANGING AND MORE FOCUS IS ON THE CONSUMER NEEDS. THIS IS THUS LEADING TO THE PROFITABILITY OF THE