Video remains the key driver Television continues to be the mainstay of the consumer electronics industry in India with the transition slowly occurring to newer technologies such as Liquid Crystal Display (LCD) and Plasma Display Panel (PDP).
Most players in the consumer-electronics industry have introduced products in the Flat Panel Display (FPD) segment, and for few companies—especially the Korean chaebols—FPD remains a focus area. But the Indian market continues to exhibit contradictions that may be unique to this market. On one hand, campaign promises have prompted the free distribution of 7.5 million 14-inch CRT television sets worth USD$75 each to families below the poverty line in one electoral state over the period of three years.
On the other hand, FPD sets are available for USD$3,000 in India. Although, black and white televisions are obsolete elsewhere in the world, they still sell in large numbers in India.
Increased customization to suit domestic demand Companies are focusing on customizing products to suit Indian tastes, thereby creating a niche for themselves. Several companies are conducting market research in order to understand the psyche of an Indian consumer. The inputs from this research are determining product attributes and pricing and accordingly are achieving better acceptance among consumers.
By conducting consumer research, companies are trying to identify customer requirements, thereby incorporating specific design elements into their products. For example, LG in 2006 launched a range of televisions from 21 inches to 29 inches in size that were designed based on the company's research on consumer preferences for television sets.
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