abhijit bbm 3

8/3/2019 abhijit bbm 3

http://slidepdf.com/reader/full/abhijit-bbm-3 1/83

A

Project Report

On

“CONSUMER BEHAVIOUR”

For

“TELEVISION SETS DISTRIBUTED BY METHOD

ENGINEERS”

JALGAON

Submitted by

Mr. ABHIJIT KISHOR GOSAVI

BBM III (Marketing)

Guided By

Mr. APOORV PAKDHANE

Department of Management Studies,

North Maharashtra University

Jalgaon.

1



CERTIFICATE

This is to certify that Mr. Abhijit k.Gosavi has carried out

the project and successfully completed the project entitled.

“CONSUMER BEHAVIOUR”

Under our guidance and supervision in the partial fulfillment for

the award of the degree

Of

Bachelor of Business Management

2011-2012

Dr. Seema joshi. Dr. Apoorva Pakdhane.(Head of Department) (Project Guide)

2



ACKNOWLEDGEMENT

It gives me a great pleasure while submitting this project report on

“CONSUMER BEHAVIOIUR” on purchasing of Onida Television set.

This report will be incomplete if I would not mentioned these personality

who heartily help me, guided me to complete the survey and report.

I would like to take this opportunity to thank Dr. Seema Joshi Reader and

Head of The Department of Management Studies, North MaharashtraUniversity and I am very grateful to my project guide, Mr. apoorv

Pakdhane for their valuable guidance and encouragement through the

semester and for completion of this work. I would specially thank to Mr. C.

H. Bhangale, Dealer of Method Engineers who always give me all possible

help on behalf of the company.

I offer my heartfelt thanks to all those people who went beyond the call of

duty, and have interacted with me, responded the question I have asked than,

please know I thank of you and thank you.

Abhijit K. Gosavi

BBM (3rdYear)

3



DECLARATION

I, Abhijit K. Gosavi , a student of BBM (2011-2012) studying at Bachelor of business

management , solemnly declare that the project work title as “Consumer behavior for method

engineer Pvt ltd. ” was carried out by me in the partial fulfillment of the BBM under The North

Maharashtra University Jalgaon . It has not been either fully or partly related to any other institute

prior in any other connection.

This project was undertaken as part of the academic curriculum according to the Universityrules and norms and by no commercial interest and motives.

Abhijit K. Gosavi

BBM 3rd (marketing).

4



INDEX

1. INTRODUCTION

1.1 NEED OF STUDY

2. COMPANY PROFILE

2.1 PRODUCT PROFILE

3. OBJECTIVE OF THE STUDY

4. RESEARCH METHODOLOGY

5. RELATED LITERATURE

6. DATA ANALYSIS & INTERPRETATION

7. LIMITATION

8. CONCULUSION& FINDING

9. APPENDIX

9.1 Questionnaire

9.2 Bibliography

5



6



Introduction

7



INTRODUCTION

All of us are consumers. We consume things of daily use, we also

consume and buythese products according to our needs, preferences and buying power.

These can be

consumable goods, durable goods, speciality goods or, industrial goods.

What we buy, how we buy, where and when we buy, in how much

quantity we

buy depends on our perception, self concept, social and cultural

background and our

age and family cycle, our attitudes, beliefs values, motivation, personality, social

class and many other factors that are both internal and external to us.

While buying,

we also consider whether to buy or not to buy and, from which source or

seller to

buy. In some societies there is a lot of affluence and, these societies can

afford to buy

in greater quantities and at shorter intervals. In poor societies, theconsumer can

barely meet his barest needs.

The marketers therefore tries to understand the needs of different

consumers and

having understood his different behaviours which require an in-depth

study of their

internal and external environment, they formulate their plans for

marketing.

“CONSUMER IS THE KING” Of the market. Now more

and more companies particularly those in the private

8



sector have started laying the grater emphasis on

customer’s satisfaction.

“CUSTOMERS” play an important role forcompany’s loss or profit .As they are person who will

purchase the product, so the product should meet the

taste, choice, and preference of customer. The product

should satisfy all the requirements of customer.

“MARKET SERVEY” is one of the main factor for increasing Sales. To know whether the customers are satisfied or not for

that purpose we have conducted survey. While collecting customer

satisfaction data we asked some questions & suggestions about onida

television set

Therefore, companies cannot use complaint levels as a

measure of customer’s satisfaction. Responsive companies obtain a

direct measure of customer’s satisfaction by conducting periodic

surveys. They send questionnaire to the random sample of their

recent customers to find out how they feel about various

aspects of the companies performance. They will also

solicit buyer’s views on their competitor’s performance.

Thus a market survey helps a company to know the

various expectations of their customers which are

optional in the form of suggestion & even to know what

the customer feel about existing products of the company

9



Therefore for the above- mentioned purpose market

survey is required.

Customer :-

A customer is an individual who buys the goods of service for his

personal consumption to fulfill his of her want.

Customer delivered value :-

Customer delivered value is the difference between total customer value

& customer costs.

Total customer value

Total customer values is the bundle of benefits of customer expect form

a given product of service.

Total customer cost

Total customer is the bundle of costs customer expect in evaluating

obtains using and disposing of the product of service.

10



Customer

Delivered

Total Customer Value Total Customer Cost

Product Value

Monetary Cost

Service Value

Time Cost

Personal Value Energy Cost

Image Value Psychic Cost

1.1 NEEDS OF STUDY

11



While conducting survey for consumer behavior, filed investigation method

was used. Talking a personal interview of onida TV users and prospectus

buyers of TV sets carries out market research. The personal interview method

was used because.

We get current as well as past information.

Getting large number f complex data.

More accurate results.

There is no communication gap between investigation and respondent

because there is face-to-face communication.

We get greater flexibility and opportunity to restructuring the questions

to the particular respondent.

Resistance in responds can often overcome by the skill of the interviewer.

12



Company profile

13



COMPANY PROGILE

Onida was stared on 1981 on Mumbai Mr. C.L. Mirchadani and Mr. Vijay

Mansukani, capitalizing on the Asian Games at New Delhi. In 1982, onida started

assembling television set. Superior product and the combination of clever

advertising and purposeful.

Onida today becomes as a leading brand in India. It has installed capacity of

over 1.2 million T.V set per annum. Onida has spreed across India on the

Mumbai, Bangalore, Kolkata, Delhi, Amahadabad, Chennai & National stock

Exchange. The Company enjoys market capitalization of Rs. 490.70 Crores at the

close of 2008-09. The T.V. sets available in India where only important ones. The

Method Agency, Jalgaon give the dealership of Onida Multimedia Private Limited

in 1998. The Method Agency, Jalgaon is directly connected in regional office of

Mumbai.

14



The Method Agency supplied Television sets to District level as well as

Taluka Level such as in Jalgaon organization has marketing objectives and the

plan to achieve them. An organization also identified the segment of the market is

intend to serve. In process of achieving its marketing objective, the organization

uses several marketing tools. Advertising as the part of the total marketing mix .

The nature of the advertising duffers when distribution strategy us through

intensive or selective or selective outlets

15



2.1 PRODUCT PROFILE

Demand for television is gradually increasing in rural area. The main consumer

market of television is now in villages, for interior in country. Different national

and international companies have become competitive to capture this new market.

Secondly increasing middle class demand in also a secondary consumer market,

which gives selective choice and their needs for the product.

The Onida television is many products or model of enjoy the consumer market.

Firstly Home Theatres => The Onida key Home Theatre is an Audio/video

playback system that replicates in your home, the experience of seeing and hearing

a movie in a cinema hall. It consists have a 73 cams’(29”) and 53 cams’ (21”) with

“In-Built.

Amplifier”, a DVD player and the amazing 5.1 theater surround

Technology accompanied with 4 cabinet mounted speaker plus 2 speaker key bass

blaster unit, it also has 4 additional direct reflex surround speaker to provide the

theatre effect.

16



ADVANTAGE OF ONIDA THEATRES (Key inside)

The average TV generally does well at reproducing sound of

Certain frequencies, where as on onida TV with (key inside)

Reproducing all frequencies of sound with complete faithfulness to the original .

Secondly flat screen television => onida brings you the ultimate in flat TV

technology “Black” with DVMC [digital velocity modulation circuit].

Onida black gives you flat screen technology with unbelievable picture clarity &

razor sharp image.

17



Take the Onida clarity know the difference.

Challenge &you will.

18

ONIDA

CLARITY



ADVANTAGE OF ONIDA FLAT SCREEN TELEVISION:

The onida black has high picture clarity even at the edges such

That even the channel logo at the top right hand corner is readable from a distance

without difficulty.

DVMC [digital velocity modulation circuit]

Digital technology at its best only from onida. It contain scan velocity

Modulation circuit, which help to control the focus of electron beams To enhance

sharpness of images and text especially in areas where abrupt dark to light changes

occur and provides uniform picture sharpness across the surface of the TV

19



20



ABOUT PRODUCT

Onida television set shows the following features as-

1) Flat screen TV

2) Digital eye

3) Key bass blaster

4) 10 speaker system

5) DVMC [Digital velocity modulation circuit ]

6) 199 program selectors

7) Music mode

8) Games

9) latest technology

10) internet facility

11) inter active voice facility

12) sound quality

13) Bass treble balance

14) On/off timer

15) Auto shut off

16) Sound mute

21



17) Full function remote control

18) 1250 Watts PMPO

19) picture quality

ORGANISATIONAL STRUCTURE

Chairman

Vice – Chairman

Director -2

Manager – 3

22



Predication Manager Sales Manager Dispatch Manager

Supervisor

Skilled Labor Unskilled Labor

23



OBJECTIVE OF THE

STUDY

OBJECTIVE OF THE STUDY

The study was undertaken in jalgoan city. The main objectives of the

study are:-

1] To identify the current market potential of onida television.

2] To know the consumer awareness of onida television in jalgoan city.

24



3] To identify the factor’s that critically influence consumer purchases

decision making for television

4] To understand which media stimulates the purchase decision of the

consumer for TV set.

5] To find out the effect of advertisement and sales promotion on

consumer behavio

25



Research

Methodology

RESEARCH METHODOLOGY RESEARCH PROCESS FLOW-CHART

Formulation Of Hypotheses

Significance Of

Problem

Scope Of The Study

Data Collection

Data Processing

26

Situation Analysis



Data Analysis

Suggestion And

Solutions

Report writing

Verification and

predictions

RESEARCH METHODOLOGY

Significance of the problem : The research should be defined

and pointing out its core nature and its importance. The issue

related to the problem may also be confirmed. This statement

gives direction to the research process

Scope of the study : A complete study of any problem is well

near non-manageable would involve an vast mountain of data

therefore the scope and dimension of the study should be

encircled with reference to the tropical scope ( Like breadth and

depth, geographical area, period etc.) the purpose of this limit is

to make study manageable in the terms of the researcher’s aim,

interest etc.

Data collection : Data refers to a collection of organized

information, usually the results of experience, observation or

experiment, or a set of premises. This may consist of numbers,

27

http://en.wikipedia.org/wiki/Information

http://en.wikipedia.org/wiki/Experience

http://en.wikipedia.org/wiki/Experiment

http://en.wikipedia.org/wiki/Premise

http://en.wikipedia.org/wiki/Number

http://en.wikipedia.org/wiki/Experience

http://en.wikipedia.org/wiki/Experiment

http://en.wikipedia.org/wiki/Premise

http://en.wikipedia.org/wiki/Number

http://en.wikipedia.org/wiki/Information



words, or images, particularly as measurements or observations

of a set of variables.

Data analysis:

Data analysis assumes different aspects, and possibly different

names, in different fields. Research in common parlance refers to

a search for knowledge. Research can be defined as a scientific

and systematic search for pertinent information on a specific

topic. In fact research is an art of scientific investigation. The

purpose of research is to discover answers to question through

application of

28

http://en.wikipedia.org/wiki/Word

http://en.wikipedia.org/wiki/Image

http://en.wikipedia.org/wiki/Measurement

http://en.wikipedia.org/wiki/Variable

http://en.wikipedia.org/wiki/Word

http://en.wikipedia.org/wiki/Image

http://en.wikipedia.org/wiki/Measurement

http://en.wikipedia.org/wiki/Variable



scientific procedures. The main aim of research is to find out the

truth which is hidden and which has not been discovered as yet.

Research is an art of scientific investigation. Research is purposeful investigation.

It makes decision-making structured. There are three constituents of any

investigation. The problem, which is implicit, the answer proposed which is

exploit and the collection, analysis and interpretation of information leading from

the problem to the answer.

• MEANING OF MRKETING RESEARCH:-

Luck, Wales, tailor:- “Marketing Research is the application of scientific

method to the solution of marketing problems”.

American Marketing Association:- “Marketing research is the systematic

recording and analysis of data about problems relating to marketing”.

• MENING OF RESEARCH METHODOLOGY:-

Research methodology is a way to systematically solve the research

problem. It may be understood as a science of Studying how research is

29



done scientifically. It is necessary for the researcher to know not only the

research

\\\]methods but also the methodology. The methodologies used are the

guide stone for the research to collect information.

PROCESS OF MARKETING RESEARCH

There are following stages, which are undertaken in the market research

process.

(1) PROCESS OF MARKETING RESEARCH:-

[a] A Research Design:- Research design of the project implements the

type of research. The research design used for the project was descriptive

in nature.

[b] Planning and collection of information:- Here the researcher has to

plan for respondents from the information may be collected.

30



[c] Analysis, interpreting the date & Report writing:- Here the researcher

makes the use of various statistical techniques to analysis and interpret

the data and the Prepare the report.

[d] Define Research objectives:- To identify the purpose of research,

immediate and ultimate.

[e] Presentation of Report:- The report is submitted to the concerned

authority.

(2)SAMPLING PLAN:-

[a] Area:- The area for this study was whole Jalgaon city and places were

Taluka and big market villages.

• Jalgoan

31



• Bhusawal

• Nashirabad

• Savda

• Muktainagar

(3)SOURCES OF DATA:-

Primary data

Secondary data

Both primary and secondary data was used for the study. Primary data of filled

questionnaire collected from respondents and the peoples from the society.

Secondary data was collected from newspapers, magazines and

annual reports of the company.

32



Method of Collecting Data:-

For conducting any research program there require sufficient knowledge

and complete information about the subject research. There are various methods of

collecting data of information is following:

[1] Primary Data

[2] Secondary Data

1) Primary Survey

Main order survey

Telephone survey

Personal Interview

2) Secondary Data

It in this method we get secondary data means those data are published

are collect by other agencies that ready-made data are clled secondary data.

Methods used for collection data for this research.

33



• The aim of the method was:

To observe behavior of respondent.

To ascertain the truth mess of information provided by dealer and

consumer.

To observe the role-played by sale man in selling. To observe stock

and availability of product and their disclosure in the shop. This

method is supportive and it result in better interpretation of the

information provided by the respondent.

34



Related Literature

35



Meaning and Definitions of Consumer Behavior

‘Behavior’ is an indicator of specific, behavior and methods. Accordingly

consumer behavior means consumer’s attitude/expression while buying the goods.

In other words consumer behavior is the result of such purchase, which a buyer

makes for the satisfaction of his needs from where, when, what, whom and how

1. Walter and Paul – ‘consumer behavior is the process whereby

individuals decide whether what, when, where, how and from whom to purchase

goods on services.

2. Kurtz and Boone – ‘Consumer behavior consists of the acts of

individuals obtaining and using goods and service, including the decision processes

that proceed and determine these acts.’

3. According to Webster – ‘Buyer behavior is all psychological, social

and physical behavior of potential customers as they become aware of evaluate

purchase consume and tell other people about products and services’Thus

consumer or buyer’s behavior is such a process in which efforts are made to

36



explain how consumers make decisions to select special goods or brands in special

conditions of the market, in special ways.

37



RELATED LITERATURE

Consumer Behavior:

Marketing occupies an important position in the organization of business unit.

Traditional view of the marketing asserts that the consumer will accept whatever

product, the seller will present to him. In this way, the main concern of the

producer is to produce without considering the choice of the behavior of the

customer. But this point of view of marketing has now changed. The modern

concept may be viewed from customer point of view.

Marketing is centered around on the customer producer does not producer

whatever he likes but whatever customers want.

What is consumer behavior?

Buying behavior involves a complicated series of stimulus and response reaction to

many factors or motives.

Consumer is the central point and al the marketing activities revolve around him.

Producer of manufacturer produces what the consumer wants. As the consumer

38



behavior differs from person the person. Customer purchase an article as

consequence of certain mental and economics forces creating desires and wants

which they understand can be satisfied by the articles offered for purchase thus

producer should identify the motives which prompt them to purchase that he can

offer a complicated article satisfying these needs. Thus it is buying motive that

prompts the purchaser.

Behavior is a mirror in which everyone displays his own image. Customer

behavior can be defined, as the behavior that consumers display in searching for

purchasing, using, evaluating and decision items there are two kind of consumer.

1. Personnel consumers: Which buy goods and services for their own use of

for house hold use.

2. Organizational consumers: Who buy product in order to run their

organization, which may be operated for profit.

Why we study consumer behavior?

39



The study of consumer behavior holds great interest for us as consumer, as

student, as researcher, as marketers and as consumers. We need insights into

our own consumption-related decision like what, why, how.

Consumer behavior makes us aware of the suitable influence that persuades us

to make the product or service choice we do. It is simply subset of the large

field of human behavior.

As marketer, it is very important for us to recognize why and how individuals

make their consumption decisions so that we can make better marketing stratify

decision without doubt. Marketers who understand consumer behavior for that

particular product have a great competitive advantage in the market place to

success or failure of its marketing strategy and modify plans, as they need.

Consumer Behavior Analysis:

Marketing research is undertaken specifically answer such question about

consumer motivation, perception which facilitate decision making. It is not

enough just to ask, “How do the consumers use the product?”

40



Concept of Consumer Behaviour

Consumer behaviour is the study of when, why, how, and where people do or do

not buy a product. It blends elements from psychology, sociology, social

anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual

consumers such as demographics and behavioural variables in an attempt to

understand people's wants. It also tries to assess influences on the consumer from

groups such as family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the

customer playing the three distinct roles of user, payer and buyer. Research has

shown that consumer behavior is difficult to predict, even for experts in the field.

Relationship marketing is an influential asset for customer behaviour analysis as ithas a keen interest in the re-discovery of the true meaning of marketing through the

re-affirmation of the importance of the customer or buyer. A greater importance is

also placed on consumer retention, customer relationship management,

personalisation, customisation and one-to-one marketing. Social functions can be

categorized into social choice and welfare functions.

Each method for vote counting is assumed as social function but if Arrow’s

possibility theorem is used for a social function, social welfare function is

achieved. Some specifications of the social functions are decisiveness, neutrality,

anonymity, monotonicity, unanimity, homogeneity and weak and strong Paretooptimality. No social choice function meets these requirements in an ordinal scale

simultaneously. The most important characteristic of a social function is

identification of the interactive effect of alternatives and creating a logical relation

with the ranks. Marketing provides services in order to satisfy customers. With that

in mind, the productive system is considered from its beginning at the production

level, to the end of the cycle, the consumer (Kioumarsi et al., 2009).

41



At this time the consumer compares the brands and products that are in their

evoked set. How can the marketing organization increase the likelihood that their

brand is part of the consumer's evoked (consideration) set? Consumers evaluate

alternatives in terms of the functional and psychological benefits that they offer.

The marketing organization needs to understand what benefits consumers are

seeking and therefore which attributes are most important in terms of making a

decision. It also needs to check other brands of the customer’s consideration set to

prepare the right plan for its own brand.

Once the consumer has recognised a problem, they search for information on

products and services that can solve that problem. Belch and Belch (2007) explain

that consumers undertake both an internal (memory) and an external search.

Sources of information include:

• Personal sources

• Commercial sources

• Public sources

• Personal experience

The relevant internal psychological process that is associated with information

search is perception. Perception is defined as "the process by which an individual

receives, selects, organises, and interprets information to create a meaningful picture of the world". Consumers' tendency to search for information on goods and

services makes it possible for researchers to forecast the purchasing plans of

consumers using brief descriptions of the products of interest.[4]

Once the alternatives have been evaluated, the consumer is

ready to make a purchase decision. Sometimes purchase

intention does not result in an actual purchase. The marketing

organization must facilitate the consumer to act on their purchase

intention. The organization can use a variety of techniques toachieve this. The provision of credit or payment terms may

encourage purchase, or a sales promotion such as the opportunity

to receive a premium or enter a competition may provide an

incentive to buy now. The relevant internal psychological process

42

http://en.wikipedia.org/wiki/Consumer_behaviour#cite_note-3

http://en.wikipedia.org/wiki/Consumer_behaviour#cite_note-3



That is associated with purchase decision is integration. Once the integration is

achieved, the organization can influence the purchase decisions much more easily.

Internal influences

Consumer behaviour is influenced by: (lifestyle), motivation,personality,

demographics, psychographics, knowledge, attitudes, beliefs, and feelings.

External influences

Consumer behavior is influenced by:, royalty, family, ethnicity, social class,

culture, sub culture, locality past experience reference groups, lifestyle, market mix

factors. Psychological factors include an individuals motivation, perception,

attitude and belief, while personal factors include income level, personality, age,

occupation and lifestyle.

Consumer behaviour can be defined as the decision-making process and physical

Activity involved in acquiring, evaluating, using and disposing of goods and

services.

This definition clearly brings out that it is not just the buying of goods/services

43



That receives attention in consumer behaviour but, the process starts much before

The goods have been acquired or bought. A process of buying starts in the minds

of

The consumer, which leads to the finding of alternatives between products that can

Be acquired with their relative advantages and disadvantages. This leads to internal

And external research . Then follows a process of decision-making for purchase

and using the goods, and then the post purchase behaviour which is also very

important because it gives a clue to the marketers whether his product has been a

success or Not.

44



Data Analysis &

Interpretation

45



1) DO YOU HAVE A TELEVISION SET?

(a) Yes { } (b) No { }

OPTION NO. RESPONDENT YES 11NO 4TOTAL 15

Interpretation

46



The eleven people out of fifteen say that they have television set. But

remaining four people says that they do not have television set.This

tremendously

2) WHICH BRAND TV SET DO YOU HAVE?

(a) PHILIPS { } (b) ONIDA { } (c) SONY { } (d )

SAMSUNG { }

47

OPTION NO. RESPONDENT

PHILIPS 3

ONIDA 5

SONY 5

SAMSUNG 2

TOTAL 15



Interpretation

Five of all have onida same as Sony. Three of them have Philips and

remaining two of them have Samsung.

3) IF YOU DO NOT HAVE TV, WHICH BRAND’S TV YOU WOULD

PREFER TO PURCHASE?

(a) PHILIPS { } (b) ONIDA { } (c) SONY { } (d)

SAMSUNG { }

OPTION NO OF RESPONDENT

48



PHILIPS 5ONIDA 4SONY 4SAMSUNG 2

Interpretation

Five people of all say they would like to buy Philips. Four of them say

they will buy Onida and same people says they will buy Sony and

remaining people says that they would like to buy Samsung.

49



4) WHICH SIZE (inch) OF SCREEN WOULD YOU PREFER FOR YOU

TV SET?

(a) 14(INCH) { } (b) 20(INCH) { } (c) 21(INCH) { } (d)

29(INCH) { }

OPTION NO. OF RESPONDENT

14 (INCH) 1

20 (INCH) 2

21(INCH) 9

29(INCH) 3

Interpretation

Nine of all will buy 21 inch. three of them will buy 29 inch. Two people

will buy 20 inch and remaining people would like to buy 14 inch tv.

50



5) WHAT IS YOUR OPINION ABOUT YOUR CURRENT TV?

(a) EXCELLENT { } (b) GOOD { } (c) OK { } (d) NOT

SATISFIED { }

OPTION NO OF RESPONDENTEXCELLENT 5

GOOD 6OK 3NOT SATISFIED 1

51



Interpretation

Six out of all says that their TV is good. Five people say excellent about

their television. Three says that they are ok wiyh that TV. One of them is

not satisfied with their tv.

6) WOULD YOU LIKE TO BUY A TV WHEN COMPANY IS OFFERING

A PROMOTIONAL SCHEME?

(a) YES { } (b) NO { }


YES 11

NO 4

52



Interpretation

Eleven out of total people says yes that they will buy TV but remaining

people says no that they will not buy tv.

7)IF YES WHICH OF THE FULL SCHEME WOULD YOU LIKE TO

PREFER?

(1) Installment facility { } (2) Exchange facility { }

(3) Free Gift { } (4) Reduced Price of TV { } (5) Lucky

Draw { }


Installment facility 6Exchange facility 4Free Gift 3Reduced Price of TV 1Lucky Draw 1

53



Interpretation

Six of all will choose Installment facility and four of them will choose

Exchange facility. Three will see the free gift scheme. One of them will

choose Reduced Price of TV same as lucky draw.

8) WHICH FACTOR’S IS MORE IMPORTANT FOR YOU FOR THE

PURCHASE OVER ALL TV SET?

(a) PRICE { } (b) QUALITY { } (c) SOUND QUALITY { } (d)

PICTURE QUALITY { } (e) ADDDITIONAL

FEATURE { }

OPTION NO OF RESPONDENTPRICE 5QUALITY 4SOUND QUALITY 3PICTURE QUALITY 2ADDDITIONAL FEATURE 1

54



Interpretation

Five people will buy TV set on price. Four of them will see the quality of

the product. Three of all says that they will see sound quality. Two will

see picture quality and one of them will see the additional features.

9) WHICH ATTRIBUTE OF TV YOU PREFER AMONG THE FULL?

(a) LOOK { } (b) LATEST TECHNOLOGY { } (c) INTERNETFACILITY { } (d) INTER ACTIVE VOICE FACILITY { } (e)

ADDED FREE PRODUCT & SERVICE { }

E.g. VCR, HEAD PHONE, CD etc.

55



OPTION NO OF RESPONDENTLOOK 4LATEST TECHNOLOGY 3INTERNET FACILITY 4INTER ACTIVE VOICE FACILITY 3

ADDED FREE PRODUCTSERVICE

1

Interpretation

Four people say they buy tv preferring its looks same says they prefer

internet facility. Three say they see latest technology same will see

INTER ACTIVE VOICE FACILITY and remaining says they prefer ADDED FREE

PRODUCT SERVICE.

10) WHICH ADVERTISEMENT MEDIA HAD THE BIGGEST IMPACT

WHILE PURCHASING THE TV?

56



(a)TV { } (b) MAGAZINE & NEWSPAPER { } (c) HORDING { }

(d)ELETRONIC SIGN BOARD { }

OPTION NO OF RESPONDENTTV 5MAGAZINE & NEWSPAPER 4HORDING 3ELETRONIC SIGN BOARD 3

Interpretation

TV had the biggest impact while MAGAZINE & NEWSPAPER had lower. Hording

and electronic signs have average impact on selling of TV.

57



11 )WHAT COME TO YOUR MIND WHEN YOU THINK ABOUT ONIDA

COLOUR TELEVISION?

(a) QUALITY { } (b) ECONOMIC PRICE { } (c) ADDED

MULTIPLE FEATURE { }

(d)LATEST TECHOLOGY { } (e) GARANTEED AFTER SALE’S

SERVICE { }

OPTION NO OF RESPONDENTQUALITY 5ECONOMIC PRICE 3ADDED MULTIPLE FEATURE 4LATEST TECHOLOGY 2GARANTEED AFTER SALE’SSERVICE

2

58



Interpretation

Five of all says quality comes to their minds. While four of says added

multiple features. Three says economic price. Two of them says latest

technology same says guaranteed after sales service.

12) HOW WOULD YOU RATE THE FOLLOWING BRAND OF TV

FROM 1 TO 5 WHERE

1=MOST PREFERED BRAND & 5=LEAST PREFERED BRND?

(a)ONIDA { } (b) SAMSUNG { } (c) LG { } (d) PHILIPS {} (e) SONY { }

OPTION NO OF RESPONDENTONIDA 5SAMSUNG 3LG 2PHILIPS 2SONY 3

59



Interpretation

Five people ranked the onida and three people ranked Samsung and

same people ranked Sony. And two people like and remaining ranked

Philips.

60



Limitation

61



LIMITATIONS

1) Authorized person of the company are having very tight

schedule. So

They can’t give much time to us.

2) They could not give more insights into the study..

3) The questionnaires are asking too much facts and figures

that is not

Possible even to the authorities to give it out .

4) Many time they asked to drop question in questionnaires.

5) Directory obsolescent.

62



Conclusions

andfindings

63



CONCLUSION

There are numbers of factors. Which affects on the consumers

buying behavior and the project report has to deal with these factors.

There are number factors that determine the consumer decision of

purchasing television. People watch TV for entertainment, news and

current affairs and raise their educational knowledge.

64



Nowadays people are more conscious about what they are consuming in

case of TV what facilities are offered and is it economical and

reasonable or not.

65



FINDINGS

1. “factors affecting buying behavior”

This graph concluded by the survey regarding the factors

affecting on buying behavior. In which we conclude that the main

preference that of consumer s given to quality of the TV set i.e. 20%,

rather than the other factors. 20% consumer gives 1st preference for the

brand name.

2. “TV SIZE”

More than fifty percent of consumers buy 21 inches TV.

As this TV, have regular size suits to the normal structure of the house. The

screen of this TV satisfied the consumer for the picture. As it’s found more

in demand. The other TV sized is the requirement, which are according to

the budget and to the budget wants consumer.

66



3. “advertising media”

Majorities of consumer buy set by attracting the tv

advertising because the TV advertise is only a way media in which the

consumer attract with sound ,models, the way of showing information

which create a buying intention and illiterate consumer can also know

about the TV set or any other product.

4. For consumer suggestion on after sales service we conclude that the

consumer area not much satisfied with services given by them as 46%

of consumer had given a good remark and suggest that the company

should also pay more attention to wands the service to be provided by

them by visiting home calling once in month.

5. “schemes”

People are very much interested in various schemes such as

exchange facility, installment facility, free gift, lucky draw, reduced

67



prices of TV , finance scheme. The graph shows that 33% of customer is

interested in installment scheme.

Recommendation

Consumeris at center of market. Consumer satisfaction is the key word in today’s

market. Consumer need is the major factor influencing the company’s progess.

Ultimate profit and growth in highly competitive market.

Recommendation

1. Advertising is the communication link between the buyer and the seller. So

and if the need of consumer ar3e known it should be modified in such a way

that viewers will remember it.

2. Now a day people are very much aware about product.

-it’s quality

-it’s ingredients

-it’s facilities

-it’s prices

68



And people have different preferences, as per television is concerned. So

the company can go product differentiation strategy that will satisfy

The needs of consumer as they are at the Centerport of the market.

3. To attract the consumer company can offer the discount or free gift along

with TV set like cordless phone, mixture,etc

4. Company should go for sales promotion schemes, publicity in local

newspaper about the TV set.

5. Create awareness about the product make if necessary for the consumer to

purchase the product.

6. Company can encourage the retailer and wholesaler to promote the product.

69



Appendix

9.1Questionnaire

DO YOU HAVE A TELEVISION SET?

OPTION TICK YESNO

2) WHICH BRAND TV SET DO YOU HAVE?

OPTION TICK PHILIPS

ONIDA

SONY

70



SAMSUNG

3) IF YOU DO NOT HAVE TV, WHICH BRAND’S TV YOU WOULD

PREFER TO PURCHASE?

OPTION TICK PHILIPSONIDASONY SAMSUNG

4) WHICH SIZE (inch) OF SCREEN WOULD YOU PREFER FOR YOU

TV SET?

OPTION TICK 14 (INCH)20 (INCH)21(INCH)29(INCH)

5) WHAT IS YOUR OPINION ABOUT YOUR CURRENT TV?

OPTION TICK EXCELLENTGOOD

71



OK NOT SATISFIED

6) WOULD YOU LIKE TO BUY A TV WHEN COMPANY IS OFFERING

A PROMOTIONAL SCHEME?

OPTION TICK YESNO

7) IF YES WHICH OF THE FULL SCHEME WOULD YOU LKIE TOPREFER?

OPTION TICK

72



Installment facilityExchange facilityFree GiftReduced Price of TVLucky Draw

8) WHICH FACTOR’S IS MORE IMPORTANT FOR YOU FOR THE

PURCHASE OVER ALL TV SET?

OPTION TICK PRICEQUALITY SOUND QUALITY

PICTURE QUALITY ADDDITIONALFEATURE

9) WHICH ATTRIBUTE OF TV YOU PREFER AMONG THE FULL?

OPTION TICK LOOK LATEST TECHNOLOGY IMTERNET FACILITY INTER ACTIVE VOICE FACILITY ADDED FREE PRODUCTSERVICE

10) WHICH ADVERTISEMENT MEDIA HAD THE BIGGEST IMPACT

WHILE PURCHASING THE TV?

OPTION TICK

73



TVMAGAZINE & NEWSPAPERHORDINGELETRONIC SIGN BOARD

11) WHAT COME TO YOUR MIND WHEN YOU THINK ABOUT

ONIDA COLOUR TELEVISION?

OPTION TICK QUALITY ECONOMIC PRICE

ADDED MULTIPLE FEATURELATEST TECHOLOGY GARANTEED AFTER SALE’SSERVICE

12) HOW WOULD YOU RATE THE FOLLOWING BRAND OF TV

FROM 1 TO 5 WHERE 1=MOST PREFERED BRAND &5=LEAST PREFERED BRND?

OPTION TICK ONIDASAMSUNGLGPHILIPSSONY

74



9.2 BIBILOGRAPHY

BOOK REFERENCE:

Philip Kotler, (1999) ‘Marketing Management’ Prentice

Hall of India Pvt. Ltd, New Delhi.

C. R Kothari (2001) ‘Research Methodology’ Vishwa

publication, New Delhi.

D. D. Sharma(2002) ‘Marketing Research’ Sultan Chand

Sons, New Delhi.

H. V. Varma (1993) ‘Marketing of Services’ Gobal

Business Press, New Delhi.

S.A SHELKAR : ‘marketing man

Himalaya publication house,

Mumbai.

75



76



77



78



79



80



81



82

abhijit bbm 3

Documents