MAM
Net has a greater influence on purchase decisions than magazines, TV among broadband users
MUMBAI: 50 per cent of broadband users in the US say that a recent purchase was influenced by the Internet, 36 per cent were influenced by shopping sites and 15 per cent by search engines.
This was more than TV commercials (11 per cent) and magazine advertisements (6 per cent), showing the growing impact of online sources on purchasing decisions, as revealed in Netpop Shop, a recent study by Media-Screen, a market research firm that focuses on online consumer trends.
Media-Screen director of research Cate Riegner says, “Online sources are eclipsing traditional media and advertising channels, like radio and television. Retailers need to recognize this trend and adjust their marketing and advertising strategies accordingly. Netpop explores how the new media landscape is shifting shopping habits in order to provide marketers with the data they need to reach modern consumers effectively.”
Netpop | Shop, a report designed for retailers, advertisers and marketers that looks at the shopping habits of broadband users, also examines five distinct product categories: Pricey Tech-Electronics; No Touch Services; Media Mesh; High Touch Retail; and Household Staples.
Findings reveal the Internet’s significant role in the purchase of many types of items, beyond established e-commerce categories like technology, travel and financial services. In fact, 58 per cent of clothing items and 59 per cent of home and garden items were influenced by an online source.
Brands
RR Kabel expands FMEG portfolio with kitchen appliances and air coolers
Company forays into mixers, cooktops and hand blenders under RR Signature brand.
MUMBAI: RR Kabel has just cooked up something new and it’s not just another wire. The leading wires and cables manufacturer has announced a significant expansion of its Fast-Moving Electrical Goods (FMEG) portfolio by entering the kitchen appliances segment and strengthening its air coolers range under the premium RR Signature brand. The company has introduced Mixer Grinders, Electric Cooktops (both Induction and Infra-Red variants), and Hand Blenders. These products mark RR Kabel’s strategic foray into everyday kitchen essentials, allowing it to reach deeper into Indian households beyond traditional electrical categories.
The Induction and Infra-Red Cooktops are seeing particularly strong demand amid global developments affecting LPG pricing and supply. Consumers are increasingly shifting to electric cooking for its energy efficiency, precise control, and safety features. RR Signature is reinforcing its ‘Aapke Kaam Ki Baat’ promise with best-in-class warranties across the range.
The company also plans to introduce additional kitchen appliance categories in FY26-27. In parallel, it has expanded its Air Cooler portfolio with new Industrial (Semi-Commercial) models featuring higher tank capacities and superior air throw, catering to both commercial users and households seeking powerful cooling during intensifying summers.
RR Kabel executive director Mahhesh Kabra said, “Our expansion into kitchen appliances allows us to connect with consumers at more touchpoints in their daily lives, while our expanded air cooler range addresses the rising need for effective cooling solutions. These launches reflect our continued focus on quality, innovation, and market relevance.”
By stepping into kitchen appliances and enhancing its cooling solutions, RR Kabel is wiring itself more deeply into Indian homes proving that even a cables company knows how to heat things up in the kitchen and keep things cool elsewhere. The move positions the brand for broader growth as it evolves from wires to a more complete home solutions player.
