Organizational Behaviour of Appl

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Date Submitted: 12/09/2012 04:56 AM

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Why FMCD ? :

As rapid socio-economic changes sweep across India, the country is witnessing the

creation of many new markets and a further expansion of the existing ones. India’s

consumer market is riding the crest of the country’s economic boom which has lead to te

creation of a separate consumer good segment known as FMCD i.e fast moving consumer

durables. The Indian consumer durables industry has witnessed a considerable change in

the past couple of years. Changing lifestyle with access to disposable incomes, easy

finance options and a surge in advertising has been instrumental in bringing about a sea

change in the consumer behavior pattern. According to a study conducted by FICCI on the

Indian consumer durables industry, a shift in consumer preferences towards higher-end,

technologically advanced branded products has been quite discernable.

The Consumer Durables industry consists of durable goods and appliances for domestic

use such as televisions, refrigerators, air conditioners and washing machines. Instruments

such as cell phones and kitchen appliances like microwave ovens are also included in this

category. The consumer durables industry can be broadly classified into two segments:

Consumer Electronics and Consumer Appliances.

Importance of Organizational behaviour:

At a visible level, corporate culture is defined by a range of formal mechanisms used to set

direction, tone and pace. These mechanisms, which include the strategy, organization

structure, rules, mission statements, values and role model descriptions, are designed and

framed to encourage desired behaviours. The key to developing corporate culture,

particularly one that becomes a source of competitive advantage, requires gaining insight

into how culture is formed, including the important role that employees' attitudes and

perceptions play in the process. Organizations that take time to understand the...