International consumer behavior: India, a new line of toaster ovens

Résumé du document

The toaster oven is an appliance that constitutes a mix between a conventional kitchen oven and a toaster. It has the weight and the height of toaster and the cooking capacities of a traditional oven. Indeed, the toaster oven is smaller than a traditional one that we generally find in most of the people's kitchens. The advantages of this appliance is the fact that it does not heat up the entire house and it cooks food very fast when you put it into function. In general, small appliances consume less energy than big ones, and this is the case for the toaster oven due to the fact that the space that needs to be heated is smaller.

Extraits

[...] International consumer behavior: India, a new line of toaster ovens General description of toaster ovens The function of toaster ovens The toaster oven is an appliance that constitutes a mix between a conventional kitchen oven and a toaster. It has the weight and the height of toaster and the cooking capacities (not in volume of course but in quality) of a traditional oven. Indeed, the toaster oven is smaller than a traditional one that we generally find in most of people's kitchens (see illustrations). [...]

[...] They have grown out from their image of homemaker only. Women in India try to show that they are the equal of men or even better in some cases and they have their own mind in decision for purchases. How toaster ovens are aquired, used and disposed - Acquisition: In India, this is not truly different from what we could find in Occident in term of purchasing places. There are some real outlets where we could find only house big and small appliances just like Darty in France but they do not look so cleaned and professional (see the illustration). [...]

[...] “Consumer looking out perspective” the use of those factors Motivation, ability and opportunity The motivation in the toaster ovens case is about the fact that Indian people need to cook fast, with a relative small appliance, and easily especially when they are singles, or managing time people just like business women for example. This is also a king of independency from the familial meal which is traditional and limiting in India for people that are trying to get some aspects in their lives, from the Western way of life. The ability is about money for sure because of the revenues but also regarding functions. Most of those people do not know to cook and want to do so easily. [...]

[...] Economics points regarding the indian consumer India is a lucrative market even if the per capita income is low. However, it remains a huge market with its population even for expensive products and services. Among the total of more than 164 millions of households in India (2007-08 according Business InfoBytes in their research Retail Stores Household appliances in Asia January 2007): - More than 80 million get a low income under US $581, - Just followed by the first stage middle income 50 million households that stand between US $581 and US $1162. [...]

[...] The macro indian consumer picture The indian population The Indian market with its one billion plus population is a true market opportunity keeping in mind that the country is in a phase of development. The GDP of India is one of the most growing ones in the world with (2007-08 according Business InfoBytes in their research Retail Stores Household appliances in Asia January 2007) just behind Asia, and seems to have a potential of 8 to 10% for next couple of years (according the same source). [...]