Green Marketing Strategies for Consumer Durables with Special Reference to the Selected Two Wheelers

Abstract

In that time goes by Consumers tend to be more responsive about the environment and this have changed their manner and perceptions towards the atmosphere. The fact that consumers are open to the elements of information about the detrimental goods and their long term effects on the environment, this has exaggerated their purchasing judgment and not to mention that consumers be stepping forward towards the greener goods as marketers are using dissimilar strategy to persuade them to buy products that are considered to be environmental friendly. Today companies are struggling to grow and increase their Profit Margin on many occasions, because the corporate companies are not able to perform economically due to tough competition and versatile environment. During last decade, lot of companies across the sectors have tried to create competitive advantage by becoming more environmentally responsible. Nowadays some companies try to green everything from their ground level manufacturing to their top management. Green marketing is used today by companies as it deals with all the activities designed to generate and facilitate any exchanges intended to satisfy human needs and wants, with minimal effect on the natural environment (Polonsky1994). Environmental issues like Air defect, deforestation and greenhouse impacts are the major natural issues that have happened till now alongside the activities of a person. In fact, consumers’ concerns about the environment have encouraged the marketers to change their strategies and adopt a marketing strategy called “Green marketing”. This study mainly focuses on green marketing strategies for selected consumer durables forphysical products in the automobile two wheeler sector.