Professional Documents
Culture Documents
INTRODUCTION
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Introduction
The color television industry in India has seen a dramatic change during the past one decade
as liberalization and globalization showed its original face in full swing in the Indian subcontinent, making its market highly competitive and customer driven. A good number of TV
customers today face a lot of dilemma at the time of taking a purchase decision to choose the
brand because a number of substitutes available in the market. As a result of this, the
manufacturers are now forced to behave like price takers rather than price makers. Under the
circumstances, it is quite obvious that the companies will have to do more homework to
respond to the needs and tastes of the customers in order to survive in this competitive
market. When it comes to the purchase decision of the TV customers, it depends on various
product differentiation attributes such as price, game and goodwill of the company, design
and appearance, digital function, after sales service, durability and warranty, power
efficiency, financial incentives (free gifts, discounts and installments etc.), easy availability
and smooth functioning.
It is an accepted fact that the generation of information plays an important role in the field of
policy formation, marketing planning, strategy making and it also bridges the game between
the buyers and the sellers. This study may provide the TV companies with a launch pad and
act as a guide that can help same in chalking out strategies to enlarge the market share and
also enhance the level of awareness among customers. In short, it can be claimed to be an
accurate and timely report that may help them to gain a competitive edge over their
customers.
Therefore, the present study aims at ascertaining the television customers preference over the
various counts of T.V. brands they use. The study also throws light on the customers
purchase behavior with respect to color television. This study may provide the T.V.
companies with a launch pad and act as a guide that can help the same in chalking out
strategies to enlarge market share and also enhance the level of awareness among customers
and may help them to gain a competitive edge over their competitors.
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CUSTOMER:
Customers are the most important people for any organization. They are the resource on
which not only the success, but the entire existence of any business depends. A customer, also
client, buyer or purchaser is usually used to refer to a current or potential buyer or user of the
products of an individual or organization mostly called the supplier or seller. However the
term customer also includes by extension anyone who uses or experiences the services of
another. The word derives from " custom, " meaning "habit "; a customer was someone who
frequented a particular shop, who made it a habit to purchase goods of the sort the shop sold
their rather than elsewhere, and with whom the shopkeeper had to maintain a relationship to
keep his or her "custom, meaning expected purchases in the future. The clichs "customer is
king" or "customer is god" or "the customer is always right" are most frequently used in the
marketing world and also indicate the importance of customers to businesses.
DEFINITION OF CUSTOMER:
DEFINITION 1: According to Shri. Mohandas Karamchand Gandhi, the father of nation,
A customer is not an outsider to our business. He is a definite part of it. A customer is not an
interruption of our work. He is the purpose of it. A customer is doing us a favor by letting us
serve him. We are not doing him any favor. A customer is not a cold statistic; he is a flesh and
blood human being with feelings and emotions like our own. A customer is not someone to
argue or match wits with. He deserves courteous and attentive treatment. A customer is not
dependent on us. We are dependent on him. A customer brings us his wants. It is our job to
handle them properly and profitably both to him and us. A customer makes it possible to
pay our salary, whether we are a driver, plant or an office employee.
DEFINITION 2: Peter Drucker , A well-known management expert, defined customers as: A
person who purchases the product from the marketer or from the retailer or from the
wholesaler.
CUSTOMER SATISFACTION:
The word satisfaction come from the Latin words satis (enough) and facere (to do
or make). These words suggest the true satisfaction, which is fulfillment. Managerially,
fulfillment usually translate solve the problem & satisfying the customers is not enough. To
produce high level of loyalty, businesses need to move beyond more satisfaction, to customer
delight.
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CUSTOMER SURVEY:
Customer surveys with standardized survey questions insure that you will collect the same
information from everyone. Remember that few of your customers will be interested in
filling out a questionnaire. Its work for them, without much reward. By launching a
customer survey as an attempt to find out how we can serve better your customers will
feel less put upon. Here are few of the possible dimensions you could measure:
Quality of service
Speed of service
Pricing
Complaints or problems
Trust in your employees
FOCUS GROUP:
Focus group is good ways to get informal input from group of customers or prospects.
You bring in 5-10 customers or prospects and ask them questions or have them react to
material. You can pay professional facilitator and video tape the whole session, or just lead an
informal discussion yourself. In either case, you have a chance to gather ideas about customer
needs, reactions to your company, suggestions for new services, and so forth. In additional to
individual responses, you get ideas that develop as the group reacts to each others responses.
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specific questions. They enhance your relationship with good customers who become more
committed to your success. And they can move relationship with prospects ahead
PROBLEM DEFINITION:
The research has undertaken the study with an aim to ascertain the respondents preference
over the different color T.V. brands of customer perception towards the color T.V. brands and
the level of satisfaction of the customers.
The present study aims at ascertaining the television customers preference over the various
counts of T.V. brands they use. The study also throws light on the customers purchase
behavior with respect to color television. This study may provide the T.V. companies with a
launch pad and act as a guide that can help the same in chalking out strategies to enlarge
market share and also enhance the level of awareness among customers and may help them to
gain a competitive edge over their competitors.
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CHAPTER 2
LITERATURE REVIEW
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Value Networks and Changing Business Models For the Digital Television
Industry
This article analyzes the impact of digitization on industry architectures and emphasizes one
of most obvious strategies set up in the digital broadcasting industry, i.e. the development of
conditional access systems for digital television content.
Author : Tom Evens, Ghent University
Source : Journal of Media Business Studies (2010)
Volume : 7
Number : 4
PG no : 41-58
Place : Chicago
serious motivations for engaging in prosocial behaviors. This effect seems to be closely
related to the characteristics of the target population.
Author : Sprafkin, Joyce N
Source : Paper presented at the Biennial Meeting of the Society for Research in Child
Development
(Boston , Massachusetts, April 1981)
Science on Television
Television is frequently blamed for the problems adults face with some young people. Does
television affect their understanding and behavior? Of course it does. BBC Schools
Television had set out to engage and educate and, because independent television later had a
similar brief to "entertain, educate and inform", people have enjoyed a rich range of schools
broadcasting in this country. This article takes a glance at its history.
Author : Stringer, John
Source : Education in Science, p16-17 Sep 2011
Place : United Kingdom
Nathanson, Amy I.; Alad, Fashina; Sharp, Molly L.; Rasmussen, Eric E.; Christy, Katheryn
Developmental Psychology, v50 n5 p1497-1506 May 2014
This study investigated the relations between television exposure during the preschool years
and the development of executive function (EF). Data were gathered from 107 parents of
preschoolers who provided information on children's television viewing, background
television exposure, exposure to specific televised content, and the age at which children
began watching television. Preschoolers' EF was assessed via one-on-one interviews. We
found that several indicators of television exposure were significantly related to EF. These
findings suggest that EF may be an important construct for continued research on the effects
of media on young children.
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Kirkorian, Heather L.; Pempek, Tiffany A.; Murphy, Lauren A.; Schmidt, Marie E.;
Anderson, Daniel R.
Child Development, v80 n5 p1350-1359 Sep-Oct 2009
This study investigated the hypothesis that background television affects interactions between
parents and very young children. Fifty-one 12-, 24-, and 36-month-old children, each
accompanied by 1 parent, were observed for 1 hr of free play in a laboratory space
resembling a family room. For half of the hour, an adult-directed television program played
in the background on a monaural television set. During the other half hour, the television was
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not on. Both the quantity and quality of parent-child interaction decreased in the presence of
background television. These findings suggest one way in which early, chronic exposure to
television may have a negative impact on development.
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The Impact of Internet and Television Use on the Reading Habits and
Practices of College Students
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Moses, Annie
Young Children, v64 n2 p80-89 Mar 2009
Moses discusses research findings about television, young children, and literacy. She
addresses research on a number of topics: How much and what kind of programming do
children watch? What is the literacy content in popular children's programming? Does
programming send positive or negative messages about literacy? What is television's impact
on specific early literacy skills? What can teachers do to make the most of television in
promoting literacy development in young children? The author provides a list (by children's
ages) of popular children's programming that supports language and literacy, with brief
annotations and relevant Web sites. She supplies a teacher checklist for selecting
programming for young children.
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Ozmete, Emine
Education, v129 n3 p372-381 Spr 2009
This study aimed at determining the interaction between parents and adolescents pertaining to
television advertisements as a consumer socialization agent and the effects of advertisements
on the purchasing decisions of adolescents. The effects of age and sex were also investigated.
The sample included 240 high school students in grades 9, 10 and 11 (100 girls; 140 boys). A
scale was used to collect data. The results showed that male adolescents were more heavily
affected by television advertisements and their parents' recommendations than female
adolescents. Also, adolescents aged between 16-18 enjoyed television advertisements more
and based their purchasing decisions on them. The age and gender of adolescents affected not
only their interaction with parents relating to television advertisements but also the way they
perceived advertisements.
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Thomas, Sue
Discourse: Studies in the Cultural Politics of Education, v32 n3 p371-382 2011
In the context of public debates on teacher quality, both media and education policy texts
construct deficit discourses about teachers, discourses that work together to inform public,
commonsense understandings of teacher quality. This paper explores the interrelationships
between discourses on teachers constructed on television and in policies in the Australian
policy context. Critical discourse analysis was employed to trace the links between the
discourses on teachers constructed in a television situation comedy and discourses in the
policy documents that inform the Australian Government Quality Teacher Programme. The
paper demonstrates the interdiscursivity of media and policy discourses on teacher quality by
analysing the ways that the television sitcom constructed a particular version of teachers
within the quality policy context. The analysis highlights the need for teachers to challenge
these deficit discourses. The paper concludes by arguing for a rethinking of teacher
professionalism in ways that include active engagement in public debates on education.
Plymire, Darcy C.
Journal of Physical Education, Recreation & Dance, v83 n8 p23-26, 31 Oct 2012
The purpose of this article is to show how to use popular culture as a method of teaching
scientific concepts. Specifically, the reality-television program The Biggest Loser is used as
an example for teaching the concept of the sociological imagination by illustrating the
disconnect between personal solutions for weight loss and the demands of solving the social
issue of the obesity epidemic.
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Television, Video Game and Social Media Use among Children with ASD
and Typically Developing Siblings
Mazurek, Micah O.; Wenstrup, Colleen
Journal of Autism and Developmental Disorders, v43 n6 p1258-1271 Jun 2013
This study examined the nature of television, video game, and social media use in children
(ages 8-18) with autism spectrum disorders (ASD, n = 202) compared to typically developing
siblings (TD, n = 179), and relative to other activities. Parents completed measures assessing
children's screen-based and other extracurricular activities. Children with ASD spent
approximately 62 % more time watching television and playing video games than in all nonscreen activities combined. Compared with TD siblings, children with ASD spent more hours
per day playing video games (2.4 vs. 1.6 for boys, and 1.8 vs. 0.8 for girls), and had higher
levels of problematic video game use. In contrast, children with ASD spent little time using
social media or socially interactive video games.
"Television" Artists
Szekely, George
Arts & Activities, v148 n2 p41-42 Oct 2010
In an art class, children browse through space-age knobs, robot antennas and gyroscopic
signal searchers. They extend space needle antennas before turning on an old TV. They
discover the sights and sounds of televisions past, hearing the hiss, the gathering power, and
seeing the blinking eye, the black-and-white light and blurry images projected on their skin.
In this lesson the author shares the bounty of a first-generation TV child, the visual interest
the new media held, and the fantasy the early days of television inspired in American
designers.
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time and duration are adjusted according to the students' demand and when students'
assignments are based on both textbook and TV programs.
Tobolowsky, Barbara F.
New Directions for Student Services, n114 p17-26 Sum 2006
Understanding the prime-time television portrait of college helps educators better understand
the expectations our entering students may hold of college life.
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CHAPTER 3
RESEARCH OBJECTIVES
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Objectives:
Different Companies/brands are available in the consumer durable market to customers like
Sony, Samsung, LG, Philips, ONIDA etc.
The final decision of transaction is totally depend on the consumer, consumer
may have different perception for his satisfaction for particular brand and
company has to full fill consumer requirement. Hence the concerned project is
undertaken:
Primary Objectives
To ascertain the respondents preference over the different brands of color TV.
To measure the respondents degree of satisfaction over the various colors T.V. brands.
To measure the expectation and satisfaction gap between customers and company
delivering the product.
Secondary Objectives
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CHAPTER 4
RESEARCH METHODOLGY
Research methodology
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Research methodology is considered as the nerve of the project. Without a proper wellorganized research plan, it is impossible to complete the project and reach to any conclusion.
The project was based on the survey plan. The main objective of survey was to collect
appropriate data, which work as a base for drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve the research
problem. Research methodology not only talks of the methods but also logic behind the
methods used in the context of a research study and it explains why a particular method has
been used in the preference of the other.
Research design
Research design is important primarily because of the increased complexity in the market as
well as marketing approaches available to the researchers. In fact, it is the key to the
evolution of successful marketing strategies and programmers. It is an important tool to study
buyers behavior, consumption pattern, brand loyalty, and focus market changes. A research
design specifies the methods and procedures for conducting a particular study. According to
Kerlinger, Research Design is a plan, conceptual structure, and strategy of investigation
conceived as to obtain answers to research questions and to control variance.
The researcher has adopted Descriptive Research Design for the purpose of this survey.
Descriptive Research
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This study is conducted using the descriptive research design method. This type of research is
also a grouping that includes many particular research methodologies and procedures, such as
observations, surveys, self-reports, and tests. Unlike qualitative research, descriptive research
may be more analytic. It often focuses on a particular variable or factor the data collection
procedures used in descriptive research may be very explicit.
Sampling Design:
Sample Size: The survey will be conducted for 100 respondents who own color T.V.
Source of data:
Data will be collected from both the sources primary sources as well as secondary sources.
Primary data: The primary data will be gathered with the help of well-structured
questionnaire and with the help of personal interview.
Secondary data: The secondary data will be gathered from internet, newspaper,
catalogues and brochures and magazines.
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The data will be collected through questionnaire method from the respondents. The
respondents will be selected through the non random sampling plan. The collected data will
be analyzed by percentage Analysis method. Bar diagrams will also be used for better
pictorial understanding.
Questionnaire Design:
Questionnaire design was the critical issue as the questionnaire reflects the survey purpose
.The questionnaire was meticulously prepared by identifying the various variables. The same
scale of yes/no and very important, important and not so important was used throughout so as
to make the respondent comfortable.
Firstly a questionnaire was prepared and few people were surveyed. After this survey we
realized the flaws in the questionnaire and then a modified questionnaire was prepared and
people were surveyed on this modified questionnaire.
Data Analysis
The data of score of features and score of brand perception was fed in to the excel sheet.
Separate Excel sheets were employed for analysis of each brand and also to keep it concise
and unambiguous. For data analysis I use many types of charts:
Pie chart:
This is very useful diagram to represent data, which are divided into a number of categories.
This diagram consists of a circle of divided into a number of sectors, which are proportional
to the values they represent. The total value is represented by the full create. The diagram bar
chart can make comparison among the various components or between a part and a whole of
data
Bar chart:
This is another way of representing data graphically. As the name implies, it consist of a
number of whispered bar, which originate from a common base line and are equal widths.
The lengths of the bards are proportional to the value they represent.
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CHAPTER 5
LIMITATION OF STUDY
Limitations
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Response Errors
These may arise when the respondents give inaccurate or incomplete answers. For e.g. in our
survey a respondent may not mention that he had test driven a TV before purchasing it A
major problem faced in the survey involved the comparative ratings of various attributes for
all the brands of TV. Many of the respondents were not very willing to rank so many factors
as they perceived it to be time consuming.
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CHAPTER 6
DATA ANALYSIS
AND
INTERPRATATIONS
FREQUENCY:
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Gender
Frequency
Percent
Valid Percent
Cumulative
Percent
male
67
67.0
67.0
67.0
female
33
33.0
33.0
100.0
100
100.0
100.0
Total
Gender
150
100
100
Percent
67
33
50
0
male
female
Total
From the above table we can see that the questioner filled by 100 respondent. Questioner
filled by 67 male and 33 female respondents.
occupation
Frequency
Percent
Valid Percent
Cumulative
Percent
36
36.0
36.0
36.0
8.0
8.0
44.0
student
27
27.0
27.0
71.0
housewife
13
13.0
13.0
84.0
businessman
16
16.0
16.0
100.0
100
100.0
100.0
services
self-employed
Total
Occupation
40
30
20
10
0
36
27
8
13
16
Percent
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By seeing the occupation table, we find out that from 100 respondent 36 are from service
sector, 8 are self employed, 27 are students, 13 housewives and16 are businessmen.
annual income
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
24
24.0
24.0
24.0
100000-200000
21
21.0
21.0
45.0
200000-300000
20
20.0
20.0
65.0
above 300000
35
35.0
35.0
100.0
100
100.0
100.0
Total
Annual income
less than 100000
100000-200000
24
35
200000-300000
above 300000
21
20
From the above annual income table we got the information that out of 100 respondent 24 are
those whose income less than 1 lakh, 21 are those whose income is between 1 lakh to 2
lakh,20 are those whose income is between 2 lakh to 3 lakh and remaining 35 respondents
income is above 3 lakh.
NO OF TV
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
60
60.0
60.0
60.0
28
28.0
28.0
88.0
3 or more
12
12.0
12.0
100.0
100
100.0
100.0
Total
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No of TV
80
60
60
Percent
40
28
12
20
0
1
3 or more
You can see in the above table and you can find out that 60 respondent have 60 televisions in
their home, 28 respondent having 2 televisions and 12 respondents having 3 or more
television.
Percent
Valid Percent
Cumulative
Percent
Valid
Samsung
16
16.0
16.0
16.0
LG
23
23.0
23.0
39.0
Sony
25
25.0
25.0
64.0
8.0
8.0
72.0
Videocon
12
12.0
12.0
84.0
others
16
16.0
16.0
100.0
100
100.0
100.0
Onida
Total
Latest colour TV
30
25
20
15
10
5
0
23
25
16
8
Samsung
LG
Sony
12
16
Percent
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Above table shows that 16 respondents having Samsung brands TV. 23,25,8 and 12
respondents having LG, Sony, Onida, Videocon brands TV respectively and remaining 16
prefer other brands TV. Table also gives information that most favorable brand is Sony and
LG. in our research we find out that out of 100 respondent 25 and 23 respondents prefer Sony
and LG respectively.
Percent
Valid Percent
Cumulative
Percent
Valid
CRT
13
13.0
13.0
13.0
LCD
31
31.0
31.0
44.0
LED
42
42.0
42.0
86.0
Others
14
14.0
14.0
100.0
100
100.0
100.0
Total
Latest type of TV
60
31
40
20
42
Percent
14
13
0
CRT
LCD
LED
Others
By seeing the Latest type of color TV table we see that 13 respondent has CRT type of TV, 31
respondent having LCD and 42 respondent which is highest in our research having LED type
of TV and remaining 14 prefer other type of TV.
From where you come to know about this brand
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
advertisement
50
50.0
50.0
50.0
dealers suggestion
12
12.0
12.0
62.0
30
30.0
30.0
92.0
newspaper
4.0
4.0
96.0
internet
4.0
4.0
100.0
100
100.0
100.0
Total
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50
advertisement
dealers suggestion
newspaper
internet
12
Above table shows that from where respondent know about the brand. In the above table we
got the information that 50 respondent came to know about particular brand from advertising
which is highest in our research and 13, 30, 4, and 4 respondents know about the particular
brand from dealers suggestion, friends and relatives, news papers and internet respectively.
who influences you more to purchase the particular brand
Frequency
Percent
Valid Percent
Cumulative
Percent
wife/husband
12
12.0
12.0
12.0
friend /relative
25
25.0
25.0
37.0
son/daughter
19
19.0
19.0
56.0
parents
4.0
4.0
60.0
my self
40
40.0
40.0
100.0
100
100.0
100.0
Total
friends&relative
12
40
25
4
19
son/daughter
parents
my self
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Above table shows that who influences respondent more to purchase the particular brand and
in that we find out that the 40% respondent influence by them self which is highest in our
research.
12%, 25%, 19%, and 4% respondents are satisfied by their wife/husband, friends & relative,
son/daughter, parents.
CROSSTAB:
Latest brand of color TV * Latest type of color TV Cross tabulation
Count
Latest type of color TV
CRT
Latest brand of color TV
Samsung
LG
Sony
Onida
Videocon
others
Total
LCD
LED
Others
Total
11
16
4
0
3
0
6
13
16
2
1
8
0
31
3
23
4
0
1
42
0
0
0
4
9
14
23
25
8
12
16
100
In the above table we do cross tab of Latest type of color TV and Latest brand of color TV
and we got the information that respondents of Sony brand which is 25 among them 23
respondent of Sony prefer LED and 2 prefer LCD. In case of Onida 3 respondent prefer CRT,
1 respondent prefer LCD and 4 respondents prefer LED.
Size of Latest TV * Latest type of color TV Cross tabulation
Count
Latest type of color TV
CRT
Size of Latest TV
LCD
3
10
0
0
13
LED
4
25
2
0
31
Others
0
12
22
8
42
Total
4
6
4
0
14
11
53
28
8
100
We
do
cross tab in
the above
table
of
Size
of
Latest TV
and Latest
Page | 34
type of color TV. By doing this we find out 11 respondents whose size of Latest TV is having
less than 20 among them 3 respondent have 3 CRT type of TV, 4 respondent have LCD and
0 respondent have LED and other 4 respondent prefer other kind of TV. 53 respondents
whose size of Latest TV is having 20" to 40" among them 10 respondent have 10 CRT type of
TV, 25 respondent have LCD and 12 respondents have LED and other 6 respondent prefer
other kind of TV. 28 respondents whose size of Latest TV is having 30 to 40" among them no
respondent have CRT type of TV, 2 respondent have LCD and 22 respondents have LED and
other 4 respondent prefer other kind of TV. Remaining 8 respondents whose TV size is 40"
above all are prefer LED.
20-25 years
25-30 years
30-35 years
35 and above years
Total
Design of TV
20-25 years
25-30 years
30-35 years
35 and above years
Total
Features
20-25 years
25-30 years
30-35 years
35 and above years
Total
promotional tool
20-25 years
25-30 years
30-35 years
35 and above years
Total
20-25 years
Mean
36
16
19
29
100
36
16
19
29
100
36
16
19
29
100
36
16
19
29
100
36
4.08
4.19
4.21
4.38
4.21
4.22
3.69
4.05
4.34
4.14
4.36
4.06
3.58
4.21
4.12
3.22
3.63
3.47
3.10
3.30
3.92
Std. Deviation
.604
.544
.419
.677
.591
.422
1.078
.621
.670
.697
.487
1.124
.769
.774
.795
.681
1.025
.905
1.235
.969
.874
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25-30 years
30-35 years
35 and above years
Total
sound quality
20-25 years
25-30 years
30-35 years
35 and above years
Total
picture quality
20-25 years
25-30 years
30-35 years
35 and above years
Total
guarantee
20-25 years
25-30 years
30-35 years
35 and above years
Total
E.M.I
20-25 years
25-30 years
30-35 years
35 and above years
Total
16
19
29
100
36
16
19
29
100
36
16
19
29
100
36
16
19
29
100
36
16
19
29
100
4.00
4.26
3.59
3.90
4.78
4.75
4.47
4.38
4.60
4.78
4.38
4.32
4.66
4.59
3.58
3.88
3.74
4.00
3.78
2.83
3.06
2.74
2.72
2.82
.816
.733
1.181
.959
.422
.577
.772
.820
.667
.422
.885
1.108
.670
.753
.806
.806
.653
.802
.786
1.082
.680
.806
.996
.947
ANOVA
Sum of Squares
satisfied factor
Between Groups
df
Mean Square
1.417
.472
33.173
34.590
4.881
43.159
48.040
7.927
54.633
62.560
3.601
96
99
3
96
99
3
96
99
3
.346
89.399
93.000
96
99
Sig.
Result
1.367
.258
Insignifica
nt
1.627
.450
3.619
.016
Significant
2.642
.569
4.643
.004
Significant
1.200
1.289
.283
Insignifica
nt
:price
Within Groups
Total
Design of TV
Between Groups
Within Groups
Total
Features
Between Groups
Within Groups
Total
promotional tool
Between Groups
Within Groups
Total
.931
Page | 36
Between Groups
Within Groups
Total
sound quality
Between Groups
Within Groups
Total
picture quality
Between Groups
Within Groups
Total
guarantee
Between Groups
Within Groups
Total
E.M.I
Between Groups
Within Groups
Total
5.531
1.844
85.469
91.000
3.213
96
99
3
.890
40.787
44.000
3.561
96
99
3
52.629
56.190
2.976
96
99
3
.548
58.184
61.160
1.345
96
99
3
.606
87.415
88.760
96
99
.911
1.071
2.071
.109
Insignifica
nt
2.521
.062
Insignifica
nt
2.165
.097
Insignifica
nt
1.637
.186
Insignifica
nt
.492
.688
Insignifica
nt
.425
1.187
.992
.448
It is concluded from ANOVA test that out of 9 factors, factors which are design of TV,
Features, have significant difference among different age groups. The rest of the factors like
price, Promotional tools, after sales services, sound quality, picture quality, guarantee &
E.M.I which do not have difference among different age groups. This study has been
conducted at a significance level of 5%. So that, the study confirmed the fact that age of
consumer may affect buying behavior of color TV due to some of the factors those are written
above. Therefore, consumers are more focusing on design of TV, Features, quality of picture
during buying of color TV.
ANOVA FOR OCCUPATION
H0: There is no significant difference between satisfaction level of TV brand among different
Occupation.
H1: There is significant difference between satisfaction level of TV brand among different
Occupation.
Descriptive
N
Mean
Std.
Page | 37
Deviation
satisfied factor
services
:price
self-
36
8
4.33
4.25
.535
1.035
27
13
16
4.11
4.23
4.06
.698
.439
.250
100
36
8
4.21
4.11
4.25
.591
.785
1.035
27
13
16
4.30
4.15
3.88
.465
.376
.806
100
36
8
4.14
4.00
4.25
.697
.828
1.035
27
13
16
4.37
4.15
3.88
.492
.689
1.025
100
36
8
4.12
3.47
3.00
.795
.941
1.069
27
13
16
2.96
3.62
3.38
.587
1.387
1.025
100
36
8
3.30
3.94
3.88
.969
.715
1.553
27
13
16
3.89
3.85
3.88
1.013
1.345
.719
100
36
3.90
4.50
.959
.561
employed
student
housewife
businessma
n
Total
Design of TV
services
selfemployed
student
housewife
businessma
n
Total
Features
services
selfemployed
student
housewife
businessma
n
Total
promotional tool
services
selfemployed
student
housewife
businessma
n
Total
services
selfemployed
student
housewife
businessma
n
Total
sound quality
services
Page | 38
self-
4.25
1.035
27
13
16
4.81
4.92
4.38
.396
.277
1.025
100
36
8
4.60
4.44
4.25
.667
.695
1.035
27
13
16
4.81
4.92
4.44
.396
.277
1.209
100
36
8
4.59
3.64
4.63
.753
.867
.518
27
13
16
3.44
4.31
3.81
.751
.480
.403
100
36
8
3.78
2.75
3.38
.786
.874
.744
27
13
16
2.78
3.08
2.56
1.155
1.038
.629
100
2.82
.947
employed
student
housewife
businessma
n
Total
picture quality
services
selfemployed
student
housewife
businessma
n
Total
guarantee
services
selfemployed
student
housewife
businessma
n
Total
E.M.I
services
selfemployed
student
housewife
businessma
n
Total
ANOVA
Sum of Squares
satisfied factor :price
Between Groups
Within Groups
Total
1.178
33.412
34.590
df
Mean Square
4
95
99
.295
.352
Page | 39
Design of TV
1.913
46.127
48.040
3.321
59.239
62.560
6.238
86.762
93.000
.127
90.873
91.000
4.753
39.247
44.000
4.866
51.324
56.190
13.106
48.054
61.160
4.608
84.152
88.760
Between Groups
Within Groups
Total
Features
Between Groups
Within Groups
Total
promotional tool
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
sound quality
Between Groups
Within Groups
Total
picture quality
Between Groups
Within Groups
Total
guarantee
Between Groups
Within Groups
Total
E.M.I
Between Groups
Within Groups
Total
4
95
99
4
95
99
4
95
99
4
95
99
4
95
99
4
95
99
4
95
99
4
95
99
.478
.486
.830
.624
1.559
.913
.032
.957
1.188
.413
1.217
.540
3.277
.506
1.152
.886
ANOVA
Sum of
df
Mean Square
Sig.
Result
Squares
satisfied factor :price
Between
1.178
.295
33.412
34.590
1.913
95
99
4
.352
46.127
48.040
3.321
95
99
4
.486
59.239
62.560
6.238
95
99
4
.624
.837
.505 Insignificant
.985
.420
Insignificant
1.332
.264
Insignificant
1.708
.155
Insignificant
Groups
Within Groups
Total
Design of TV
Between
.478
Groups
Within Groups
Total
Features
Between
.830
Groups
Within Groups
Total
promotional tool
Between
1.559
Page | 40
Groups
Within Groups
Total
after sales services
Between
86.762
93.000
.127
95
99
4
.913
90.873
91.000
4.753
95
99
4
.957
39.247
44.000
4.866
95
99
4
51.324
56.190
13.106
95
99
4
48.054
61.160
4.608
95
99
4
84.152
88.760
95
99
.032
.033
.998
Insignificant
2.876
.027
significant
2.252
.069
Insignificant
6.477
.000
significant
1.300
.275
Insignificant
Groups
Within Groups
Total
sound quality
Between
1.188
Groups
Within Groups
Total
picture quality
Between
.413
1.217
Groups
Within Groups
Total
guarantee
Between
.540
3.277
Groups
Within Groups
Total
E.M.I
Between
.506
1.152
Groups
Within Groups
Total
.886
It is concluded from ANOVA test that following factors (in statement form) have significance
difference among different cities:
Sound quality
Guarantee
The rest of the factors like Design of TV, price, Features , Promotional tools, After sales
services, picture quality, & E.M.I which do not have difference among different Occupation
groups. This study has been conducted at a significance level of 5%. So that, the study
confirmed the fact that Occupation of consumer may affect buying behavior of color TV due
to some of the factors those are written above. Therefore, consumers are more focusing on
Sound quality, Features, Guarantee during buying of color TV.
Page | 41
Page | 42
CHAPTER 7
FINDINGS, SUGGESTION AND
CONCLUSION
SUMMARY
36% of respondents are falls under the age 20-25 years; it clearly says that youngsters have
too much attraction towards different color TV brands.
We found that most of the respondents are students and some of the them are service
holder, so here company can understand who are their customer so that they can make
strategy before producing the product and they can also get some information about
their customers preference and their needs.
We observed that around 21% respondents are having income of RS 100000-200000,
some respondents having more than that, so it is clear that the customers income is not
high so they cannot afford costly TV. Before making TV Company should consider
the income level of the customer and they should produce difference range of color
TV, so that everyone can afford it.
From the study it is revealed that most of the respondents are having Sony TV and LG
TV compare to other brand like Onida etc. This study clear says that most of
customers preference to buy SONY TV. So we can observe that in the market the
demand of the SONY TV is more than the other.
Page | 43
We found that 42% respondents are using LED color TV. So it is revealed that the
customers are more likely to purchase LED rather than CRT and LCD. By this
company can understand which type of TV customer would prefer.
From the data we found that majority of the respondents (53%) are using 20 30
color TV which clearly indicates that customer are more prefer medium size of color
TV rather than too much big and too small size.
60% and above respondents are having 1 TV in their home but 28% are having 2 TV
in their home and 12% are having 3 or more than 3, which shows that some family
prefer to use TV personally.
We found that 50% respondents came to know about the different brand of colour TV
through advertisement. So we can easily observe that advertisement is main source for
reaching to the customers. In rural area people are not able to access internet but
advertisement can reach everywhere.
From the data we observed that most of the respondents are influenced by their self
friends and relatives. 40% and 25% are influenced by their own self and friends &
relatives respectively.
From the study it is revealed that 78 % respondents are agree to recommend to other
about the color TV brand which are using. By this company will get get benefit,
because it us one of product promotion. So by giving good service to the customers
company would get benefit.
From the data we observed that 53% respondents are willing change the color TV
brand which are using presently. So we can observe that respondents would like to
buy another brand of color TV. It will increase the competition in the market among
the different TV brand. Mostly the Samsung users are willing to switch to other brand.
From the above study we found that mostly the respondents are more inclined towards
the Sony TV brand about their future purchase decision of color TV. So Sony color
TV brand is imposing threat to the other TV brand.
Page | 44
CONCLUSION
From this study we can conclude that Sony is the most popular brand of color TV, most of the
respondents are using Sony, whereas the popularity of LG brand of color TV is at least level
in Anand, Gujarat. We can also observe that youngsters are more attracted towards different
color TV brand as compared to middle age men. The people whose age between the 20-25
and 25-30 years they are more attracted. Advertisement is the most popular source for
reaching to the customers. People are more influenced by the advertisement as compared to
the other sources like, internet. The users of Videocon and Onida TV are decreasing, so they
need to improve their advertisement strategies in order promote their brands. Quality and
Features of color TV brand is very much important to attract the customers towards their
brand, because the customers prefer to buy quality product with good features. Some of the
customers look for brand name of the color TV and also some of them consider price of the
color TV brand. Here the income level of the customer is average. So they will prefer to buy
low cost color TV brand. Among the different types of color TV, the most of the respondents
are using LED color TV. Customers are more prefer to buy LED TV than LCD and CRT. The
size of color TV brand also attracts the customers because most of the respondents are using
20- 40. The Size of the color TV is very important, If the size of the color TV is big then it
will take too much space and it will too costly, these are the reason customers are prefer to
buy medium size TV which price is affordable to the customer. By this study we can know
that customers are more influenced by their friends and parents. Most of the users of color TV
Page | 45
brand have consulted with their friends or parents before purchased the color TV. Discount
offer is the most attracted scheme for attracting to the customer. Almost all of respondents are
satisfied with their present brand of colour TV model and service provided by them. Only
very few of them are not satisfied. Most of the Videocon/ Onida users would like to switch to
other brand, so its a big threat for Videocon/ Onida Colour TV brand. Most of respondents
are inclined towards the Sony colour TV brand for their future purchasing decision.
SUGGESTIONS
By this study we came know most of the respondents are having less income and
some of them are having high income. So different color TV Brand Company should
have different price range of TV, So that customers can buy the color TV as per their
affordability.
From this study we can know that Very less number of respondents is having
Videocon and Onida TV
By this study it is revealed that only very less of customers are using LCD/CRT TV.
So TV company should think about it, how to increase the sales of LCD/CRT TV.
They should why customers are not preferred to buy LCD/CRT TV. Price of the
LCD/CRT TV is one of the important for not attracting to customers.
Most of the Onida users would like switch over to the other brand in future. So it is a
big threat for Onida color TV Company. So they need to understand why customers
want to switch over to the other brand of color TV and also need to improve their
product qualities and features.
Most of the respondents are willing to incline to the Sony color TV brands. It is a not
good sign other brand of color TV. They need to know why customers are willing to
buy Sony color TV rather than other brand of color TV. So that they can improve their
product.
By this study it is revealed that majority of respondents purchased different color TV
brand because of discount offer. Now a days discount offer on the product is a
powerful weapon to attract the customers.
Page | 46
From this study we can observe that advertisement is most important medium for
reaching to the customers. So Onida and Videocon color TV brand should spent more
on advertising to increase the brand awareness and also to show to the customers
about the features of the color TV and to inform about newly launch product.
By this study it is revealed that most of the respondents are preferred to buy quality
products with good features. So color TV Company should improve their quality of
their product and also introduce a new feature in the color TV for competing with the
other color TV brands.
CHAPTER 8
REFERENCE AND ANNEXURE
Page | 47
REFERENCES
Phillip Kotler, Marketing Management, Pearson Education, 13th Ed, 2011, Page No
142-171.
Sunil Giri & Vishal Sharma, Food Products Packagings effect on Consumer
Behaviour, Indian Journal of Marketing, Page No 39-45, May, 2012.
Internet sources:
www.wikipedia.org
www.google.com
http://www.articlesnatch.com/topic/consumer+buying+behavio
r
www.televisionpoint.com
http://www.learnmarketing.net/consumer.htm
Page | 48
Annexure:
Questionnaire
Dear respondent,
We are the students of G.H. Patel Postgraduate of Institute of Business Management,
Sardar Patel University. We are conducting the research on CUSTOMER
SATISFACTION AND PREFERENCE OF COLOUR TV BRANDS IN ANAND for
academic purpose. We assure you that all the information provided by you will be kept
confidential.
1. How
a.
b.
c.
iv) Newspaper
v) Internet
Page | 49
6. Which factors did you consider while buying a TV? (Tick mark appropriate
option )
Sr
no
Particular
Price
Design of a TV
Features
Promotional tools
Sound Quality
Picture Quality
Providing maximum
Guarantee Period
E.M.I
Most
Importan
t
Importan
t
Undecide
d
Unimportan
t
Least
Importan
t
v) My self
8. What attracts you more? (Single Tick)
a. Free gift.
b. Discount off e r.
c. Exchange off er.
9. Are you satisfied with the service and after sales service?
a) Yes
b) No
10. Are you satisfied with the present brand or models (tick appropriate
choice)
Sr
Particular
Highly
Satisfied
Neutral
Dissatisfied
Highly
Page | 50
no
satisfied
Price
Design of a TV
Features
Promotional tools
Sound Quality
Picture Quality
Providing maximum
Guarantee Period
E.M.I
dissatisfie
d
b) Poor Quality
c) Lack of Awareness
13. Would you like to replace your present brand of TV set with some other brand, if you get
a satisfactory exchange price for it?
a. Yes.
b. No.
14. If Q.13 is yes, then which brand of color TV you would like to buy?
i) Sony
ii) Samsung
iii) LG
iv) Onida
Page | 51
v) Videocon
i) 20-25 years
iii) 30-35years
4. Occupation :
i.
Service
ii.
Sel f-Employed
iii.
Student
iv.
Housewife
v.
Businessman
vi.
Others____________
5. What is
i.
ii.
iii.
iv.
Page | 52