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THE TELESHOPPING BUSINESS IN INDIA

            

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continued from : HOW THE INDIAN TELESHOPPING MARKET WAS WON

Teleshopping networks adopted two types of persuasion modes to induce viewers to buy their products, namely Functional Congruity and Self Congruity. While functional congruity aimed at attracting consumers by emphasizing the utilitarian aspect of the product, self-congruity aimed at attracting customers by matching the product user image with that of customer's self-image.

The products were advertised through infomercials which were aired in 1-2 minute time capsules between scheduled programs (both national and regional) or in 30-minute time capsules on various TV channels.

Most of these infomercials were aired only on weekdays while a few were aired seven days a week (Refer Table III for air-time of various teleshopping networks).

TABLE II
TELE-SHOPPING PRODUCTS POPULAR IN INDIA

            

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PRODUCT CATEGORY PRODUCT

Fitness

  • Torso Tiger

  • Ab Slim

  • Reduce Fat Fast

  • Torso Roller

  • Ab Crunch

  • Abdominal Rocker

  • Gymtronix Advanced

  • Foldable Treadmill

Personal Care

  • Body Vibes

  • Acu Slim

  • Clear Tone

  • Dental White

  • Facial Magic

  • Eagle Eyes

  • Ervamatin Hair Lotion

  • Fix Amazonia Gel

  • Bio White Skin Whitening Cream

  • Epil Stop and Spray

  • Fat Free Tablets

Health Care

  • Amazon Cigarette Repulsor

  • Astha Ban

  • Magnetic Neck Belt/Belly Belt/Head Belt/Diabetic Belt/BP Belt

  • Proactive

Household Articles and Appliances

  •  Static Duster

  •  Iron Quick System

  •  Roti Maker

  •  Bonzai Blade

  •  Smart Chopper

  •  Ezee Knife Set
     Tough & Glow Lamps
     Cutlery

Fashion

  • Apparels

  • Pearl Jewellery

  • Diamond Jewellery

  • BirthStone Jewellery

Entertainment

  • Electronic Games, Toys

Education

  • Mathemagics

  • Memory Power

  • Mega Maths

  • Britannica India Series

Music

  • Classics (English)

Autocare

  • Motor Up


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TELESHOPPING TRAUMAS

QUESTIONS FOR DISCUSSION

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