Predicting growth in US durables spending using consumer durables-buying attitudes

By 1939 rising living standards provided access to an array of durable goods that many people regarded as necessities, but would have been beyond the dreams of their parents twenty-five years earlier. Rising real wages, falling fertility rates, and an expansion and liberalization of consumer credit, collectively made affordable goods that cost several weeks’, months’, or (in the case of housing) years’ income. This chapter examines these trends and then discusses their impacts on household demand for durable goods. For most durables, demand is shown to have risen substantially faster than incomes, producing a major rise in their share of total consumer expenditure. This was partly driven by technological improvements, though successful marketing (both of the goods and the consumer credit that made them affordable) also played a key role.

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The Ownership of Major Consumer Durables.

Economica ◽

10.2307/2551391 ◽

1962 ◽

Vol 29 (116) ◽

pp. 425

Author(s):

Franklin M. Fisher ◽

J. S. Cramer

Keyword(s):

Consumer Durables

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Modernity in British advertising: selling cocoa and chocolate in the 1930s

Journal of Historical Research in Marketing ◽

10.1108/jhrm-05-2017-0015 ◽

2017 ◽

Vol 9 (4) ◽

pp. 451-466 ◽

Cited By ~ 3

Author(s):

Michael French

Keyword(s):

Well Being ◽

Advertising Agency ◽

Consumer Durables ◽

Content Type ◽

Production Methods ◽

Health And Nutrition ◽

And Gender ◽

Gender Groups ◽

New Consumer ◽

Health And Well Being

Purpose The purpose of this paper is to analyse the evolution of “push” marketing in the confectionery industry in Britain during the 1930s. It examines the interplay between a manufacturer and advertising agency in creating advertising for cocoa and chocolate. Design/methodology/approach A survey of the literature examines the uses of health and well-being in the design of advertising in Britain between the wars. The records of Rowntree and its main advertising agency, J Walter Thompson, are used to examine the themes and tactics used in advertising for cocoa and Aero chocolate bars during the 1930s. Findings The paper emphasises the different ways in which health and nutrition was used in advertising for the two products. The campaigns of the 1930s built on earlier use of these themes. J Walter Thompson looked for ways of presenting commodities as “new and improved” and their role extended into pressing for changes to production methods and the nature of products. Themes of modernity, sexuality and lifestyles all featured, confirming conclusions of earlier studies. However, targeting of mothers and of different age and gender groups indicated that market segmentation was used extensively via print media and tailored advertising messages. Originality/value Although Cadbury, Rowntree and confectionery have been studied in depth before, this paper emphasises their role in applying new advertising ideas to everyday items. It points to the influence of advertising on the mass of consumers compared to the middle- and upper-income groups targeted in the marketing of houses, motor-cars and new consumer durables.

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IPO Underpricing across Different Sectors in India from 2010-2020

Asian Journal of Management ◽

10.52711/2321-5763.2021.00051 ◽

2021 ◽

pp. 337-345

Author(s):

Lakshay Khandelwal ◽

Aditi Agarwal

Keyword(s):

Standard Deviation ◽

Initial Public Offerings ◽

Weighted Average ◽

Weighted Mean ◽

Ipo Underpricing ◽

Consumer Durables ◽

Engineering Construction ◽

Public Offerings ◽

Short Period ◽

Indian Stock Market

In this paper, underpricing of Initial Public Offerings across thirteen different sectors in the Indian stock market have been analyzed, during the period 2010–2020 (Data available till 31st October 2020). A sample of 129 companies, having an issue size greater than INR 100 crores, was examined and analyzed through IPO listing gains, weighted mean, standard deviation and coefficient of variation. The study shows that Retail, FMCG and Consumer Durables industry was underpriced the most while Engineering, Construction and Infrastructure industry issues were underpriced the least or overpriced. It was also found that Initial Public Offerings (IPOs) could be a window to make immediate gains in a very short period of time if thorough analysis of the issues and the market conditions is performed. Furthermore, it was observed that the first day return of the companies varies highly and cannot be fairly predicted by the weighted average first day return of the respective sector.

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Impact of personality factors on purchase and adoption of consumer durables with advanced technology

Journal of Indian Business Research ◽

10.1108/jibr-06-2020-0207 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Ullal Manohar Bhat ◽

Dhananjay Bapat ◽

Amit Mookerjee

Keyword(s):

Personality Traits ◽

Developing Economies ◽

Advanced Technology ◽

Personality Factors ◽

Empirical Examination ◽

Consumer Durables ◽

High Involvement ◽

Content Type ◽

Buying Behaviour ◽

The Impact

Purpose The purpose of this paper is to identify critical personality traits affecting and influencing buying behaviour in high involvement consumer durables. It also intends to guide practitioners in selecting appropriate marketing frameworks, consumer segments and processes considering the characteristics of consumer behaviour in developing economies. Design/methodology/approach It systematically reviews the literature on consumer personality traits, its measurement and related consumer buying behaviour. It uses data collected from potential car buyers at various car showrooms across the Indian subcontinent. The authors have worked with the online survey firm Qualtrics, to gather a data set of 328 car purchase intenders’ responses to their validated survey. The model was tested using the SmartPLS. Findings The personality traits of imagination, agreeableness and social factors positively influenced attitude towards automobiles with advanced technology. Further, in line with the theory of planned behaviour, it is seen that a positive attitude towards advanced technology and design for automobiles makes a person more willing to pay for the same. Research limitations/implications The study is confined to consumers intending to purchase a car, who are Indian residents. Originality/value It adds to the comparatively lesser body of study on the impact of personality traits on intentions and attitudes in high involvement consumer durable purchases. Further, it serves as an empirical examination of the adoption of new technologies, in the context of high involvement consumer durables. For practicing managers, it provides a reference for deciding future development directions and approaches related to the effective market launch strategies and commercialization of advanced technology automobiles in India.

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