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 sub-continent, 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 uite 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.

1. 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 orpotential buyer or user of the products of an individual or organization mostly called the supplier orseller. 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. The importance of the customers for any business can be understood by looking at the huge expenditures that are being incurred by various companies for satisfying and retaining their customers. Before discussing further about customer and customer satisfaction we should first try and understand the meaning of the word Customer1.1 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 humanbeing 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 oran office employee.DEFINITION 2: Peter Ducker, Awell-known management expert, defined customers as: A person who purchases the product from the marketer or from the retailer or from the wholesaler.

DEFINITION 3: John marsh, Director General, British Institute of management, defines customer as: A person or organization that a marketer believes will benefit from the goods and services offered by the marketers organization. As these above definitions suggest, a customer is not necessarily someone who is currently purchasing from the marketer. In fact, customers may fall intoone of three customer groups: