Brand Positioning: A Study on Microwave Ovens


  • Karnatak University, Department of PG Studies in Commerce, Dharwar, India
  • New Horizon College of Engineering, Department of Management Studies, Bangalore, India


The microwave oven is one of the great inventions of the twentieth century. Microwave ovens are popular because they cook food incredibly quick. Compared to the conventional cooking time, microwave cooking takes only 30% of the time. Besides, microwave cooking helps retain the nutrients in the food. Further, microwave ovens offer great cooking flexibility. They are safer and cheaper to operate than the conventional ovens and turn off at a predetermined time. Most microwaves have a touch pad for programming operations. Microwaves have become an increasingly visible presence in the Indian homes. With the phenomenon of nuclear families becoming a reality and with women moving out of their households in order to augment their family income, a microwave comes in handy to share the burden of household chores.


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Marketing Management

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