ABSTRACT
Marketing shapes consumption. This chapter considers some means by which the attribute of durability may be used in the marketing of consumer durables. As consumer societies have evolved, many products have less often been sold on the basis of their functional characteristics alone and more on the strength of an image, association or lifestyle preference. A shift towards longer lasting products would demand a reappraisal of this trend and require marketers to identify strategies by which to promote products on the basis of durability in ways that are attractive to consumers and add to brand strength. This chapter presents a range of marketing platforms through which the durability of products could be highlighted as a positive attribute and identifies some potential risks and opportunities in adopting such a strategy.
