Abstract
White goods are the goods that are painted white or enameled white. These products were previously manufactured with a white enamel finish but are now colored. White goods include household appliances, such as, Water Heater, Refrigerator, Clothes Dryer, Air Conditioner, Dish Washer, Microwave Oven, Washing Machine etc. This paper describes the theoretical concepts of white goods, branding and social media marketing in context. The paper also studies the theory contributed by researchers in the area of Indian consumer durable market catering urban, semi-urban and rural areas. The study depends on the secondary sources of data contributed by researchers/authors in journals, magazines, edited volumes, articles etc. The main purpose of this study is to understand how white goods business firms use social media marketing as a tool to brand themselves in consumer durable sector.
Keywords: Consumer Durable Goods, White goods, Branding and Social Media Marketing.
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