PROJECT REPORT

ON

A STUDY ON CUSTOMER SATISFACTION AND PREFERENCE OF COLOUR TV

BRANDS IN BANGALORE

A PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREMENTS FOR THE AWARD OF THE DEGREE OF

MASTER IN BUSINESS ADMINISTRATION

TO

M.S RAMAIAH INSTITUTE OF MANAGEMENT

BY

TARAKUL ALAM (11MB7806)

UNDER THE GUIDANCE OF

PROF. Mallieswari R

M.S RAMAIAH INSTITUTE OF MANAGEMENT

NEW BELL ROAD, BANGALORE-560054

1

CERTIFICATE

This is to certify that this report of Final Project conducted on CUSTOMER SATISFACTION

AND PREFERENCE OF COLOUR TV BRANDS IN BANGALORE and submitted by

TARAKUL ALAM, in partial fulfillment of the requirements for the award of the MASTERS IN

BUSINESS ADMINISTRATION to M.S.RAMAIAH MANAGEMENT INSTITUTE is a record

of bonafide training carried out under my supervision and guidance and that no part of this report

has been submitted for the award of any other degree/diploma/fellowship or similar titles or

prizes.

GUIDE Signature:

Name:

Qualifications:

Program Head Signature

2

STUDENT’S DECLARATION

I hereby declare that the Project conducted on, CUSTOMER SATISFACTION AND

PREFERENCE OF COLOUR TV BRANDS IN BANGALORE, Under the guidance of Prof.

Mallieswari R and the project report submitted in partial fulfillment of the requirements for the

MASTERS IN BUSINESS ADMINISTRATION (UoM) to M.S.Ramaiah Management

Institute ,is my original work and the same has not been submitted for the award of any other

Degree/Diploma/Fellowship or other similar titles or prizes .

Place: Bangalore (TARAKUL ALAM)

Date: Reg. No-11MB7806

3

ACKNOWLEDGEMENT

I extend my special gratitude to our beloved Dean and Academic Head Shri.

V.NARAYANAN and Program Head Dr. TRIVENI .P for inspiring me to take up this

project.

I wish to acknowledge my sincere gratitude and indebtedness to my project guide

Prof.Mallieswari R of M.S. RAMAIAH MANAGEMENT INSTITUTE Bangalore for

his /her valuable guidance and constructive suggestions in the preparation of project report.

TARAKUL ALAM

4

INDEX

PART I INTRODUCTION

Sr. No Content Page No.

I Introduction 6-15

II Problem of the statement 16

III Research Objective 17

IV Research Methodology 18-20

V Limitation Of the Study 21

PART II STRUCTURE OF THE PROJECT

Chapter No. Content Page No.

Chapter I Literature Review 21-32

Chapter II Industry Profile 33-43

Chapter III & IV

Data Analysis and their Interpretations 44-84

Chapter V Summary of Findings 85-88

Chapter VI Conclusion and Suggestion 89-92

Bibliography 93

Annexure 94-97

5

INTRODUCTION

6

Introduction

The colour 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 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 customer’s preference over the

various counts of T.V. brands they use. The study also throws light on the customer’s 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.

7

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 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 clichés "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

“Customer”

1.1 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 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.

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

8

services offered by the marketer’s organization. As these above definitions suggest, a customer is

not necessarily someone who is currently purchasing from the marketer. In fact, customers may

fall into one of three customer groups:

Existing Customers –

Consists of customers who have purchased or otherwise used an organization’s goods or

services, typically within a designated period of time. Existing Customers are by far the most

important of the three customer groups since they have a current relationship with accompany

and, consequently, they give a company are as on to remain in contact with them. Getting these

Existing Customers to purchase more is significantly less expensive and time consuming than

finding new customers mainly because they know and hopefully trust the marketer and, if

managed correctly, are easy to reach with promotional appeals.

 Former Customers –

This group consists of those who have formerly had relations with the marketing organization

typically through a previous purchase. However, the marketer no longer feels the customer is an

Existing Customer either because they have not purchased from the marketer within a certain

timeframe or through other indications. The value of this group to a marketer will depend on

whether the customer’s previous relationship was considered satisfactory to the customer or the

marketer.

Potential Customers –

The third category of customers includes those who have yet to purchase but possess what the

marketer believes are the requirements to eventually become Existing Customers. These

requirements to become a customer include such issues as having a need for a

product, possessing the financial means to buy, and having the authority to make a buying

decision. Locating Potential Customers is an ongoing process for two reasons. First, Existing

Customers may become Former Customers and, thus, must be replaced by new customers.

Second, while we noted above that Existing Customers are the best source for future sales, it is

new customers that are needed in order for a business to significantly expand. Once we have

understood who a customer is, it is necessary to understand what customer satisfaction is and

why it is important.

9

CUSTOMER PROFILING:

Customer satisfaction may be defined as customer description that includes demographic,

geographic and psychographic characteristics, buying pattern, worthiness, purchase history etc.

this information may include information pertaining to income level, occupation, level

of education, age, gender, hobbies and/or area of residence. For example, magazine advertising

salespeople provide advertisers with customer profiles describing the type of person who will be

exposed to the advertisements in that magazine. The description may include income,

occupation, level of education, age, gender, hobbies, and/or area of residence etc. These

customer profiles which are built by the companies help them to understand their

customers better. Using this customers profile the companies are able to identify and segment

their potential customers.

Customer satisfaction is an important theoretical as well as practical issue for most marketers and

consumers researchers (Dabholkar, 1995). Customer satisfaction can be considered to be the

essence of success in today’s highly competitive world of business. Thus the significance of

customer satisfaction and customer retention in strategy development for a market oriented and

customer focused firm cannot be overstated. Consequently, customer satisfaction is increasingly

becoming a corporate goal more and more companies strive for quality in their products and

services (Bitner and Hubbert, 1994). Customer satisfaction is the felling or attitude of a customer

product or service after it has been used and is generally described as the full meeting of one’s

satisfaction (Oliver, 1980). Customer satisfaction is a major outcome of a marketing activity

whereby it serves as a link between the various stages of the consumer buying behavior. For

instance, if the customers are satisfied with a particular service offering after its use, then they

are likely to engage in repeat purchase and try line extensions. A study conducted by Levesque

and McDougall confirmed and reinforced the idea that unsatisfactory customer service leads to a

drop in customer satisfaction and willingness to recommend the service to a friend/relative. This

would in turn lead to an increase in the rate of switching over to the other brands by customers

(East, 1997).

10

Whether the buyer is satisfied after purchase on the offer’s performance in relation to the buyer’s

expectations. In general, satisfaction is a person’s feelings of pleasure and disappointment

resulting from comparing a product’s perceived performance or outcome in relation to his or her

expectation. If the performance falls short of expectations, then the customer is dissatisfied. If

the performance matches the expectations, then the customer is satisfied. If the performance

exceeds expectations, the customer is highly satisfied or delighted (Sussan and David, 1999).

High Satisfaction or delight creates an emotional bond with the brands or company, not just a

rational preference. Xerox’s senior management found that its “completely satisfied” customers

were six time more likely to repurchase Xerox products over the following 18 months, than its

“very satisfied” customers (Thomas and Sasser Jr, 1995).

There can be potentially many antecedents of customer satisfaction as the dimensions underlying

satisfaction judgments are global rather than specific (Tailor And Baker, 1994). However, some

argue that the customers develop norms for product performance based on general product

experiences, and these rather than expectations from a brand’s determine the

confirmation/disconfirmation process (Cadotte, Woodruff and Jenkins, 1987).

More recent work has argued that in addition to the cognitive components ,satisfaction

judgments are also dependent upon affective components as both coexist and make independent

contributions to the satisfaction judgements (Westbrook And Oliver, 1991).

CUSTOMER SATISFACTION:

The word “satisfaction” come from the Latin words ‘sati’s’ (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.

 MEASURING CUSTOMER SATISFACTION:

There are several ways to gather input from customer. The simplest way to find out, how

customer feel and what they want, is to ask them. If you have only 20 customers, you can talk to

each one personally. The advantage of this approach is that you will get a personal “feel” for

11

each customer. The disadvantage is you will gather different information from each customer

depending on how the conversation goes. Some of ways in which you can approach the customer

are listed below:

I .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

•The closeness of relationship with contacts in your firm

•Types of other services needed

•Your positioning in client’s mind

II. 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 other’s responses.

III. CLIENT ADVISORY GROUP:

One way to get regular input from customers is to put together an advisory group. This can act

like a focus group, but is set up to provide input over time. You may pay members, or simply

buy them dinner every quarter. There are many benefits to such groups. They give you a source

12

of input from the customer viewpoint. They provide a sounding board for specific questions.

They enhance your relationship with good customers who become more committed to

your success. And they can move relationship with prospects ahead.

IMPORTANCE OF CUSTOMER SATISFACTION:

A customer is satisfied only when he is getting quality product and quality service which he

perceives. If a company is able to provide both, this will lead to customer satisfaction. A satisfied

customer will develop loyalty towards the company and will buy product of same company again

and again. At the same time he will recommend company’s product to others. This will

help company in getting new customers. As a result company’s sale will increase and profits will

rise. Dissatisfied customer on an average will tell 12 others not to buy a product of the company.

With internet and other information technology tools this number could go up to 10,000.This will

affect the image of the company and will result in loss of sale and profit. The cost of acquiring

new customer is 5 times more than keeping the old one. The old customer will remain with a

company only if they are satisfied with the services provided by the company. If a customer has

a major complaint, 91 % of such customers will not buy from the company again. If the problem

is resolved quickly, 82 % of them will return. So a company should see that it is able to meet

expectations of each and every customer and should not delay in solving customer’s complaint.

1.3.5. PROCESS OF CUSTOMER SATISFACTION:

Customer Satisfaction Process - Five Steps

Step 1 – Understanding Customer Expectations

Step 2- Promises to Customers

Step 3 – Execution

Step 4 - Ongoing Dialog with a Customer 

Step 5 - Customer Satisfaction Surveys

Step 1 – Understanding Customer Expectations:

13

How customer’s “wants and needs”, customer’s standards and expectations, are

incorporated into our promises to customers to not only make a sale, but achieve high

Customer Satisfaction.

We must know what our customers expect from us. We must work with our Customers to

precisely learn their expectations.

Customer Expectations differ by region by country7

Step 2- Promises to Customers:

Set promises that can be kept

Aim to exceed expectations rather than to meet them

Delight customers by surprising them (Surprise is something not promised, yet delivered)

Step 3 – Execution

Products and Services are provided to customers.

Customers had certain expectations before products/services were delivered.

Depending if these expectations were met, not met, or exceeded customer Experiences

certain level of “Customer Satisfaction”

Occasionally there are problems with products/services provided.

A problem can be fixed during the initial call or a visit (first contact resolution) or a

ticket is opened.

Tickets are worked on. Customer problems are eventually solved.

Depending on how the Problem Resolution is handled customer experiences Certain level

of “Customer Satisfaction”

Step 4 - Ongoing Dialog with a Customer 

Executive meetings

User Group meetings

Other meetings

 

Step 5 - Customer Satisfaction Surveys and Metrics

14

Customer Satisfaction Surveys

Event Driven Surveys

Internal Indicators of Customer Satisfaction

Tickets Resolved Within Objectives

Tickets Overdue

Resolve Time

Response Time.

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 customer’s preference over the various

counts of T.V. brands they use. The study also throws light on the customer’s 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.

15

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:

To ascertain the respondents’ preference over the different brands of product.

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.

16

Research methodology

Research methodology is considered as the nerve of the project. Without a proper well-organized

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 buyer’s

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.

Statement of the problem :

The main aim is to find customer’s satisfaction and preference of color T.V. brands in

Bangalore. It will help in finding out what different customer expects from color T.V. they

purchase and whether they are satisfied with the product or not.

17

The General study was converged as a specific study for different colour TV brand. The study

was initiated to find out the consumer satisfaction and preference towards different colour TV

brand. Our approach to the research design tasks went through the following tasks.

The researcher has adopted Descriptive Research Design for the purpose of this survey.

Descriptive Research -. 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.

Method of data collection:

To know the consumer switching cost between the different color TV brands, the study would

done on the consumer variables towards the buying decision process so the appropriate

Questionnaire would be done for the data collection on following variables

1) Income

2) Brand loyalty

3) Benefits

Sampling Design:

● Sampling units: Customers who own color T.V.

● Sample Size: The survey will be conducted for 200 respondents who own color T.V.

● Sampling Technique: Convenient sampling technique will be used for collecting

information.

Source of data:

Data will be collected from both the sources primary sources as well as secondary sources.

18

● 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.

● Sample drawn from: Bangalore.

Tools and Techniques :

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 Iuse 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

19

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.

Limitations

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.

Open Ended Questions –

All the questions in the questionnaire were open-ended to avoid any kind of bias from the

respondents end. But a drawback of this approach is that there was an incomplete capture of his

responses, as the respondent could not always come out with the purchase steps and the time

taken in them. The reasons for such inaccuracy could be because of unfamiliarity, fatigue,

boredom, faulty recall and the Question format.

Non Random Sampling Errors –

This can occur, as the particular sample elected is an imperfect representation of the population

of interest. The area covered in the survey was Bangalore region and the customer preferences

and tastes in different Regions could not be covered.

20

LITERATURE REVIEW

21

Customer satisfaction is an important theoretical as well as practical issue for most marketers and

consumers researchers (Dabholkar, 1995). Customer satisfaction can be considered to be the

essence of success in today’s highly competitive world of business. Thus the significance of

customer satisfaction and customer retention in strategy development for a market oriented and

customer focused firm cannot be overstated. Consequently, customer satisfaction is increasingly

becoming a corporate goal more and more companies strive for quality in their products and

services (Bitner and Hubbert, 1994). Customer satisfaction is the felling or attitude of a customer

product or service after it has been used and is generally described as the full meeting of one’s

satisfaction (Oliver, 1980). Customer satisfaction is a major outcome of a marketing activity

whereby it serves as a link between the various stages of the consumer buying behavior. For

instance, if the customers are satisfied with a particular service offering after its use, then they

are likely to engage in repeat purchase and try line extensions. A study conducted by Levesque

and McDougall confirmed and reinforced the idea that unsatisfactory customer service leads to a

drop in customer satisfaction and willingness to recommend the service to a friend/relative. This

would in turn lead to an increase in the rate of switching over to the other brands by customers

(East, 1997).

Whether the buyer is satisfied after purchase on the offer’s performance in relation to the buyer’s

expectations. In general, satisfaction is a person’s feelings of pleasure and disappointment

resulting from comparing a product’s perceived performance or outcome in relation to his or her

expectation. If the performance falls short of expectations, then the customer is dissatisfied. If

the performance matches the expectations, then the customer is satisfied. If the performance

exceeds expectations, the customer is highly satisfied or delighted (Sussan and David, 1999).

22

High Satisfaction or delight creates an emotional bond with the brands or company, not just a

rational preference. Xerox’s senior management found that its “completely satisfied” customers

were six time more likely to repurchase Xerox products over the following 18 months, than its

“very satisfied” customers (Thomas and Sasser Jr, 1995).

There can be potentially many antecedents of customer satisfaction as the dimensions underlying

satisfaction judgments are global rather than specific (Tailor And Baker, 1994). However, some

argue that the customers develop norms for product performance based on general product

experiences, and these rather than expectations from a brand’s determine the

confirmation/disconfirmation process (Cadotte, Woodruff and Jenkins, 1987).

More recent work has argued that in addition to the cognitive components, satisfaction

judgments are also dependent upon affective components as both coexist and make independent

contributions to the satisfaction judgments (Westbrook And Oliver, 1991).

23

Laldinliana, Assistant Professor, Department of commerce, Mizoram

University

This article was published in Indian Journal of Marketing on October, 2012

Vehicles are identified as a means of logistics and conveyance, a dynamic and livelihood and

even an insight of wealth and luxury. Whatever perception be, vehicles, whether two wheelers or

four wheelers, are expensive and need constant care and maintenance. This paper tries to study

the factors considering buying two wheelers and four wheelers.

The concept of consumer behavior is of prime importance in marketing. Understanding the

consumer means to know, how an individual’s make decision to spend their available resources

(time, money, effort).

Here the survey was conducting in Mizoram which is identified with its own signature of

homogeneous population and common ethnicity. In Mizoram Population is almost evenly

distributed in rural and urban areas, though the distribution of wealth would be skewed sharply

towards the urbinates.IN this article, the researcher made an attempt to make a comparative study

on the buying behavior of households towards two-wheelers and four-wheelers in rural and

urban area of Mizoram.

In this article researcher was applied descriptive research design for the study. A question was

designed to enquire both the rural and urban areas. For allocation the sample, Bowley’s

allocation is used to select the rural and urban areas. A among the 8 district in Mizoram, 40

households were taken from urban areas and 40 households were taken from rural areas. In all

640 households, 40 from urban areas and 40 from rural areas were drawn as urban and rural

24

samples respectively to represent the whole state. The random sampling method was used for the

purpose of identifying the household customers in each area.

Two-wheeler has become a more of fashion statement for the youth. In the field researcher

observed that most owned bikes among the respondents were Pulsar manufactured by Bajaj and

Karizma by Hero Honda, but after Yamaha launched R-15 and FZ at affordable price, the

customers were more inclined towards the Yamaha and these introduction pushed the sales of

Yamaha among the Mizo youth, making it the largest selling bike in the year of 2009 according

to market souces.Out of 640 households only 31.72% of the household respondents owned a

two-wheeler. Price was the major consideration for rural households as compared to urban

household. Again 43.68% of the urban were influenced by promotions as compared to only

20.55% of the rural households. By using Homogeneous Chi-square method was found that there

is no difference between urban and rural respondents with regard to buying factors for two-

wheelers.

In case of Four wheeler found, only 138(21.56) of the household respondents owned a car and

therefore the 78.44% household respondents were not asked to respond this question. After

analyzed the data, researcher was found that price to be main factors influencing the rural

respondents (89.47%), while after sales service was the main consideration by the urban

respondents (30.25%), followed by promotion(23.53%), and appearance (17.65%). By using

Homogeneous Chi-square method was found that there is no difference between urban and rural

respondents with regard to buying factors for four-wheelers.

By this article we can understand the buying behavior of urban people and rural people towards

two-wheeler and four-wheeler. We can know by this study that the rural people are too much

price conscious as compared to the urban people. We can also observe that promotion is the most

imperative buying factor for the urban people as compared to rural people.

25

Samik Shome Assistant Professor, Alliance School Business, Alliance

University

Aindrila Roy , Business Analyst, Wipro Technologies.

They together were published an article on Online Discount Couponing in Indian

Journal of Marketing on October, 2012.

There has been a lot of buzz and activity in and around the discount couponing industry in India

for the last couple of years. In this research paper, the paper has an attempt to study the Indian

discount couponing industry in terms f its modus operandi, competitive structure as per Porter’s

framework, business potential and growth.

Internet5 and telecommunications have changed the face of communication and business process

globally in 21st century. For a developing country like India, rapid penetration of the internet and

telecommunication into the masses has led to faster growth in all spheres of life, especially in

business development, communication, education and infrastructure among others E-commerce

which is major outcome of this development, is the buzzword of the online business revolution.

The major objective of this study is to have an insight into this newly developed discount

couponing in India. The study is expected to bring into focus the new avenue of buying pattern

among the consumers in India.

The researcher has used Porter’s five forces model to understand the competitive structure of the

industry.

By using this Porter’s Five Forces model researcher has found the following things

26

Intensity of Rivalry: There is intense rivalry between the firms and there is not much difference

in the offering from one portal to another.

Bargaining Power of Buyers: The level of Brand loyalty is low and brand switching is practiced

rampantly by the users. So, the buyers have a high bargaining power.

Bargaining Power of Suppliers: here the researcher inferred that the bargaining power of supplier

is medium.

Threat of Potential Entrants: There is not much of initial investment required, therefore the entry

barriers for potential entrants is very low.

Threat of Substitute: Threat of Substitute product is very high.

The data was collected segment from a target segment between the age group of 18-32 years in

Bangalore to check the awareness of discount coupon sites. A convenient sampling was followed

with the criteria that the respondent should at least have a credit or a debit card or have an access

to net banking facility because either of the is minimum requirement for making any transaction

in the discount coupon industry. A pilot survey was also conducted among 10 people to pre-test

the validity of the well-structured questionnaire. The Sample size for this study was 200 and the

questionnaires were collected through individual interaction only.

By this article researcher observed that the majority of the students were (36.5%),

employees(33%), and self-employed (14%),among others. It was also observed that 77.9 %

respondents of the respondents had a tendency to shop online nad they were aware of the

discount coupon industry.69.2% respondents having access of net banking and 80.8% having

access either credit card and debit card.10.6% of the respondents used discount coupons on a

daily basis and 37.5% respondents used the coupon on special occasions while majority of

respondents are using during the weekends.

The Indian Discount Couponing Industry is at a nascent stage. Majority of the respondents are

using discount coupon and they are aware about it because of its convenience.

27

D.K.Pandiya, Professor and Head, Department of Commerce, Assam

University

Brajesh Kumar, Assistant Professor, Department of Commerce, Assam

University

Rajashree Bhattacharjee, Research Scholar, Department of Commerce,

Assam University

They altogether were published an article on Customer Satisfaction and Preference

towards colour TV brands in Silchar, Assam in Indian Journal of Marketing on

August,2012.

In the era of technological advancement, the TV manufacturing companies are introducing

various new features in their brands. Today a bundle of brands are available with several options

such as lower price, higher quality, better performance and world services along with power

efficiency, digital functions etc. All these put to pressure on the ordinary customers and make it a

complex and confusing decision as to what to purchase and how to purchase. It is quite to

understand that the generation of information plays a very crucial role in the formulation of

marketing strategies and its provides a link between the customer and the organization. This is

mainly because of the fact that contemporary TV market is a complex buyers’ market.

Therefore the present study aims at ascertaining the television customer’s preference over the

various counts of the TV brand they use. This study also throws light on the customers’ purchase

behaviour with respect colour television.

Since the study is conducted in Silchar only, so the result of this study may not be applicable in

other areas.

28

In this study the Researchers were using a cross-sectional descriptive research design. The

sample size of this study 100 and the data was collected from the respondents who owned colour

television set in Silchar town. The customers were selected through the random sampling plan.

The data was analyzed by using percentage method and also bar diagrams have been used for

better pictorial understanding.

By analyzing data the Researcher observed that most of the people were having LG colour TV

and least people were having Philips colour TV brand. Here it can be safely said that LG

possessed the maximum sales volume in Silchar, Assam.

It is also observed that maximum number of respondents were influenced by friends are

relatives. Very few respondents were influenced by advertisement on hoardings and others. From

this study it can be said that friends and relatives were the main source for influencing the

customer.

By this study the Researcher analyzed that the highest level of satisfaction enjoyed by the TV

customer in Silchar Town over the attribute Price and least number of respondents were satisfied

with the incentives in The Silchar Town.

By this study the Researcher analyzed that 34% respondents were willing to replace their present

of TV in Silchar town, which means most of them are satisfied with their present brand of TV.

From this study the Researcher analyzed that 84.4% of the LG colour TV users were nor willing

to change their TV, whereas 57.14% of the Samsung TV users were willing to change their TV.

It can be safely interpreted that LG brand of colour Television was judged to be the best brand in

retaining its present volume of customers.

The sales volumes of the brands of colour television other than LG were quit low in Silchar.

These companies should conduct market surveys at regular intervals to know the customer

preference and also to know about the current market situation if they want to increase their

market share. Price is the major factor by which TV customers were highly satisfied in different

product differentiation attributes. Friends and relatives and advertisement on TV were the main

source which influenced the respondents to purchase their respective brands of colour TV.

29

LG was found to be the most popular brand of colour TV and the popularity of Philips brand of

colour television was at the least level in Silchar.

Sunil Giri, Assistant professor, College of Management, Vaishno

Devi University, Jammu and Kashmir.

Vishal Sharma ,Research Scholar, College of Management, Vaishno

Devi University, Jammu and Kashmir.

They were together published an article of Food Products Packaging’s effect on

Consumer Behaviour in Indian Journal Of Marketing on May, 2012.

In today’s competitive business environment, the role of packaging has changed due to the

consumer’s lifestyle change and increasing self-service. Packages acts as a good tool of sales

promotion, which also stimulates consumer impulsive buying behaviour (Wells, Farley &

Armstrong, 2007), which increases market share and cuts various costs involved in marketing. In

other words we can say that packaging acts as one of the most important factors in influencing

consumer’s purchase decision and also acts as an effective tool of marketing communication.

Other researches have pointed out that using an illustration in the package design can draw more

attention to the product (Regina W.Y and Wen-Chun Chen). Based on the result of previous

research this research paper tries to find out those key packaging which have an impact on the

consumer buying behaviour.

The study was conducted in Jammu region only, so this study may not be applicable in other

areas and also the responses depend upon the mood of the respondent while answering the

questions, so there may be chances of misinterpretation due to bias and prejudices of the

respondents to the questionnaire

The Researchers were used descriptive type of research to determine different level of elements

having the highest amount of impact on consumer’s purchase decision. The study was based on

survey and data was collected from 250 respondents from Jammu and Kashmir region with the

help of a well-designed pre-tested structured questionnaire. The sampling technique used was

30

simple random sampling and convenience sampling. Factor analysis is also used to reduce the

large number of factors to few factors, i.e. the most important factors that consumers keep in

mind before going to purchase of the packed food products, with the help of SPSS.

The result from descriptive statistics in SPSS shows that among the overall respondents 69%

were females and all of the respondents feel in the age group between 18-26 years.

Mean Standard Deviation and Variance of the various variables used in the study. Mean was

found to be highest for the celebrity picture on the peak and lowest for the expire date of

information, Standard Deviation for the vegetarian and non-vegetarian information was the

highest a lowest for the expiry date information. Similarly Variance was the highest for the

vegetarian and non-vegetarian information and was lowest for the expiry date information.

The value of Kaiser-Meyer-Olkin from the result was 0.764, which should be above 0.5 and also

the value of Barlett’s test was significant, so it can be assumed that that the factor analysis test is

suitable for data/samples collected.

All the variables having factor loading less than 0.4are not shown , then obtained result from this

study show that variables like colour, endorser, logo ,mood, price and celebrity picture have the

highest loading, hence they were grouped under the factor named outlook and Price of the Pack.

Variables like toll free no, receipt information brand name, non-veg information, ingredients

have the highest loading at the second component they were grouped under the factor named

Information and Labeling on the Package. Variables like tagline, content, promotion having the

highest loading at the third components; they were grouped under the factor named Package

Promotion. Variables like Facts About products, Type of Packaging, Place of manufacture have

the highest loading at the fourth component; they were grouped under the factor named

Packaging Technique. Variables like manufacturing date, expiry date have the highest loading at

the fifth component; they were grouped under the factor named Product Labeling and

Information. Variables like creative idea, eco-friendly messages have the highest loading at the

sixth component, and they were grouped under the factor named Creative and Social Message.

The variables Flavour has highest loading at the seventh component, hence named as Factor

Flavours of packed foods. Variables size of package has highest loading at the eighth component,

31

hence named as Factor Sizes of the Packages Available. The variables Age has highest loading at

the ninth component, hence named as Factor Age.

From the regression equation, the Researcher found out that out of the nine grouped factors there

are only four factors which are effecting the buying behaviour of the customers. The factor

Creative Promotion and Social Message has the highest impact on the buying behaviour of the

consumers.

The result of this study did support the proposition that visual elements of the package influence

choice of the product to a great extent and labels ,social messages, graphics and colour are

frequently the more influence

32

INDUSTRY PROFILE

33

Before the liberalization of the Indian economy, only a few companies like Kelvinator,

Godrej, Allwyn, and Voltas were the major players in the consumer durables market, accounting

for no less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony,

Samsung, Whirlpool, Daewoo, Aiwa came into the picture. Today, these players control the

major share of the consumer durables market.

Consumer durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast

because of rise in living standards, easy access to consumer finance, and wide range of choice, as

many foreign players are entering in the market. Consumer durables are the products whose life

expectancy is at least 3 years. These products are hard goods that cannot be used up at once.

Consumer durables Sector can be classified as follows:

1. Consumer Electronics includes VCD/DVD, home theatre, music players, color televisions

(CTVs), cameras, camcorders, portable audio, Hi-Fi, etc.

2. White Goods include dishwashers, air conditioners, water heaters, washing machines,

refrigerators, vacuum cleaners, kitchen appliances, non-kitchen appliances, microwaves, built-in

appliances, tumble dryer, personal care products, etc.

3. Moulded Luggage includes plastics.

4. Clocks and Watches

CURRENT SCENARIO:

The consumer durables market in India is valued at US $ 4.5 billion currently. In2008,

microwave ovens and air conditioners registered a growth of about 25%. Frost-free refrigerators

have registered significant growth as many urban families are replacing their old refrigerators. .

Washing machines, which have always seen poor growth, have seen reasonable growth in 2006.

More and more Indians are now buying electrical appliances due to change in electricity

scenario. The penetration level of color televisions (CTVs) is expected to increase 3 times by

2008.

On the brick of rapid economic growth, India has witnessed the dynamic change in country’s

consumer electronics industry. In last few years the industry has been witnessing significant

changes in retail boom, growing disposable income and availability of easy finance schemes.

One electronic gadget that has brought new revolution in Indian Electronic Industry is Television

34

Set. Today, India is fast emerging as the key driver in the global television market both as a

manufacturer and consumer. In recent years, the market for televisions in India has changed

rapidly from the conventional CRT technology to Flat Panel Display Televisions (FPTV).

Currently, the split between CRT and FPTV is around 97% and 3% respectively. In addition to

this, one of the most striking changes sweeping across the colour television market in Indian

market is the exponential growth of the flat panel television (FPTV) market, in common parlance

called the liquid crystal display(LCD) and plasma televisions. Moreover, as per recent research

data available, the global market for FPTV is expected to grow from 51 million units in 2006 to

127million by 2009

Looking at the present scenario, over the last couple of years, the LCD prices have even dropped

by around 30 per cent annually. Some of the important factors that boasted this growth also

include the increasing awareness of the advantages of LCD televisions, the growing availability

of the product across dealer counters and the Finance schemes in the market. Besides this, as a

manufacturing hub, the television industry is improving more and more. There are many

domestic and MNC companies that have increased their production bases in the country. Easy

availability of low-cost skilled labor and the emergence of SEZs, which are tax-free zones, are

some of the key factors that have resulted in growth of these manufacturing units. In fact,

encouraged by tax-breaks, new manufacturing units are coming up in less-developed regions

now.

Today, India is one of the few emerging countries to have an excellent component supply base in

terms of manufacturing facilities for glass and color picture tubes, so it helps it a good choice for

all those companies who are looking to take benefit of this emerging market.

In present scenario top player for colour television are

• LG

• VIDEOCON

• SAMSUNG

• SONY

• ONIDA

• PHILLIPS

• SANSUI

• BPL

35

INDUSTRY ANALYSIS- 5 FORCES MODEL

Michael Porter’s Five Forces Model provides a robust and time-tested framework for analyzing

any industry, reflected in the strength of the five forces (industry competitors, potential entrants,

and threat of substitutes, power of buyers and power of suppliers). The collective strength of the

five forces determines the ultimate profit potential in an industry,

Where profit is measured in terms of long-term returns on capital invested. The elements of each

of the above forces and the extent and /or effect of each element in the context of the television

industry have been analysed and enumerated below.

The Porter’s Five Forces tool is a simple but powerful tool for understanding where power lies in

a business situation. This is useful; because it helps you understand both the strength of your

current competitive position, and the strength of a position you’relooking to move into. With a

clear understanding of where power lies, you can take fair advantage of a situation of strength,

improve a situation of weakness, and avoid taking wrong steps. This makes it an important part

of your planning tool kit. Conventionally, the tool is used to identify whether new products,

services or businesses have the potential to be profitable. However it can be very illuminating

when used to understand the balance of power in other situations.

1. COMPETATIVE RIVALRY AMONG INDUSTRY (VERY HIGH)

2. BARGAINING POWER OF BUYER (VERY HIGH)

36

3. BARGAINING POWER OF SUPPLIER (LOW)

4. BARRIER TO ENTRY (LOW)

5. THREATS OF SUBSTITUTES (LOW)

1 Degree of Rivalry

Degree of rivalry denotes the intensity of competition within the industry. Videocon, LG,

Samsung, Sony, Onida, are the big competitors in television industry. Although Videocon,

another major player has managed to hold its own in the midst of the onslaught from the Korean

majors, though profits have suffered. Other large Indian companies in the top of the list are Mirc

Electronics. While Mirc Electronics is managing to hold its share by adopting value for money

strategy, BPL is facing tough time, experiencing drastic decline in market share. Sony, Philips,

Akai, Sansui, Aiwa, Toshiba and now Hyundai are the other foreign brands in the market. The

industry is based on numbers game and companies will have to maintain a fine balance between

catering to lifestyle requirements and meeting the needs of average consumer.

37

2. Competitor Analysis

A detailed analysis of some of the major players is done below:

LG ELECTRONICS

LG Electronics rightly understood the consumer motivations to create magnetic products, price

them strategically, position them sharply and keep making the magnetism more potent. Having

understood the finer differences in consumer motivations, it opted for sharp- arrow ‘reasons-to-

buy’ differentiation over the ‘blanket-all approach’ taken by most of the other players. It is an

aggressive marketer. It focuses on low and medium price products.

SAMSUNG

Initially the strategy of Samsung in India was to create premium image by emphasizing global

brand. After facing stiff competition from another Korean major-LG, Samsung also started

playing price game. In 2004 it reverted back to its premium positioning, although it resulted in

some loss of market share. In line with the Global Digital Initiative of the Parent Company,

Samsung India is seeking to acquire digital leadership in India by introducing its digital ready

televisions like the 40" LCDP rejection TV, 43" Projection TV and the Plano series of Flat

Colour televisions.

ONIDA

Its popular devil ad although had engendered a strong emotional pull towards the brand,

technologically it represented no advancement. The company plugged the gap by touting its

digital technology. Like Videocon, it has also been able to hold its market share. The world-class

quality of Onida has enabled the company to make a breakthrough on the export front. It has

technical tie- up with the Japan Victor Company, better known as JVC. So focused is Onida on

positioning itself on the premium, high- tech plank that it is even planning to push its own

envelope on obsolescence, much. The strategy is aimed at further broad basing the product

offering of the company, which has largely dominated the top-end of the television market,

across multiple market segments.

38

VIDEOCON

Videocon has always been a price player and has an image of a low price brand. This entails

providing more features at a given price vis-à-vis competitors. It has taken over multinational

brands to cater to unserved segments, like Sansui- to flank the flagship brand Videocon in the

low to mid-priced segment, essentially to fight against brands like BPL, Philips, Onida and taken

over Akai- tail end brand for brands like Aiwa.

Videocon is one of the largest manufacturers of television and its components in India and thus

has advantages of economies of scale and low cost due to indigenisation. It has the widest

distribution network in India with more than 5000dealers in the major cities. It also has a strong

base in the semi-urban and rural markets. Due to its multi-brand strategy, it has at present

multiple brands at the same price point. This has led to a state of diffused positioning for its

brands. It has also led to a cannibalisation of sales among these brands. The flagship brand

Videocon has lost market share due to the presence of Sansui in the same segment. Because of

reduction in import duties on CPT the cost advantage of Videocon is also on the decline. Hence

it is facing rough weather and also trying to boost exports.

Besides understanding the strategy adopted by different players, several other factors-industry

growth, concentration and balance, corporate stakes, fixed cost, and product differences need to

be analysed to determine the extent of rivalry between the existing Players.

The threat of potential new entrants (low)

High capital required entering into television industry, which needed large investment on

technology, distribution, service outlets and plant. Difficulty for customers in switching cost,

when they are satisfied with their current product as well as difficultly for new entrants to have

product differentiation because customers had already familiar with those established consumer

electronics companies, therefore new entrants have to spend a lot on branding and customer

knowledge. It is difficult to obtain a license; successful applicant has to undergo through a form

of competitive evaluation, such as a comparative evaluation process.

Threat of entry is determined by the entry barriers, which act to prevent new firms from entering

the industry. A lower entry barrier makes it difficult for the existing producers to remain

39

profitable for long. When profits increase, additional firms will enter the market to take

advantage of the high profit levels and over time drive down profits of all firms in the industry.

When profits decrease, some firms will exit the market, thus restoring the market equilibrium.

Barriers to entry arise from several sources:

Access to Distribution Channels:

A strong distribution network is absolutely essential to compete in this industry. Not only does it

guarantee a country wide reach for a company’s products but is also necessary for providing

good after sales service.

Videocon has implemented ERP system, which helps in integrating the manufacturing,

marketing, procurement and distribution services with the corporate office

LG Electronics sells in 1800 towns and cities with a population of 1, 00,000 and above.

Samsung also has a widespread service network, which includes 123 exclusive service centers

and 200 distributors in any town with more than 1 lakh population. All BPL dealers are linked

via VSAT nodes, ensuring online availability of information on inventory status and sales

movement.

Distribution hence is difficult and costly as established firms dominate distribution. Large

incentives are required to gain entry into the distribution channels and further gain

recommendation to retailers from the dealers.

Brand Salience:

With little product differentiation and parity products, it is imperative that distinct images are

created in the minds of consumers through positioning and brand building. MNCs have been able

to compress the cost of brand building by amortising the cost of sponsoring international events

across a larger footprint straddling multiple countries.

Capital Investment and Economies of Scale:

Television industry is capital intensive and players have made huge investments in putting up

state of the art manufacturing facilities. Videocon has seven manufacturing site in India Sony

India had a production capacity of 300,000 CTV sets with capacity utilization of 66%. Samsung

is investing $4 mn to expand its CTV manufacturing capacity at Noida to 800,000 units per year.

40

The existing capacity of the plant is around 600,000 units. Other players like Mirc Electronics,

LG have also set up manufacturing facilities in India. The market players need sales volume to

achieve economies of scale, which is difficult because of large number of competitors. Apart

from investments in manufacturing the industry requires huge working capital to manage

inventories.

Supply chain mgmt. and inventory management thus becoming crucial to Determining

profitability. With regard to sourcing funds, MNCs are better placed than their Indian

counterparts as they manage to get funds from their parent Companies at low rates of interest.

Huge capital requirement thus can act as barrier to entry.

Threat of Substitutes goods (low):

In Porter’s model, substitute products refer to products in other industries. There are few

substitutes from other industry if any. Most of them seem to be obsolete or have one foot out of

door. Internet though emerging as an infotainment medium is very low in penetration. Moreover

the industry has responded to the future threat by introducing a TV that can provide functions of

the Internet along with regular features, e.g., BP Digital that includes Internet and cellular

facilities.

Bargaining power of Buyer (high):

The power of buyers is the impact that consumers can have on a producing industry. Buyer

power influences the prices that a firm can charge. Buyer power is influenced by various factors

as follows:

Buyer Concentration:

The industry is akin to consumer durables whose end users are fragmented. Hence buyers do not

have any specific influence on producers

41

Buyer Switching Cost:

The cost incurred by consumer in switching from one television brand to another is practically

zero. Brand loyalty is low. Hence the companies cannot rest on their laurels and have to be on

their tenterhooks to retain the customers.

Price Sensitivity:

Market is highly price conscious and promotion driven. With the onslaught of VIDEOCON’s

major price cuts and promotional schemes, this market has now become a promotion driven one.

To successfully compete in this industry, even premium layers like Sony, LG have had to come

up with schemes. LG and Philips have 15. Been the most aggressive amongst industry leaders as

far as pricing is Concerned and hence their realisation shave been lower than industry average.

Industry leaders like LG focus on low- medium priced CTV, while Samsung has moved

gradually towards higher priced CTVs. The domestic high-end CTV prices will follow the global

price trend of declining prices. However, the Prices of domestic products would be higher than

those of global products due to negligible demand in the domestic market and hence most likely

to be met through imports. Market is highly price sensitive as the Demand has increased with fall

in prices.

Bargaining power of supplier (low):

In television industry, there is low bargaining power of Supplier’s because big global supply

chain management. There is direct negotiation with supplier in order to encourage reliable

supply, faster delivery and lower price. Bargaining power influences the cost and quality of input

material. Higher supplier power raises the input cost, thereby reducing the industry profitability.

The most critical component in manufacturing television is the picture tube. It constitutes around

50% of the cost of television. While Black and White picture tubes are made in India, many

manufacturers still need to import colour picture tubes.

The other important components include electronic circuit boards, tuners, high-tension

transformers and moulded plastic casings. The demand for colour picture tubes (CPT) has been

rising steadily. But at the same time owing to customs and import liberalization, they had to face

competition from importsDuring1993-1997. A sharp reduction in import duty from 85% to 40%

between1994-96 and further down to 20% by 2004 was announced to gear the manufacturers of

42

picture tubes to face competition from foreign players. As a result of spurt in Demand in 1990s,

the CPT manufacturers expanded capacities, which resulted in Excess capacity in the domestic

market. Samtel Colour, LG Hotline and JCT Electronics are the major domestic CPT

manufacturers the picture tube industry is both technology and capital-intensive industry.

At the same time bulk orders in raw material procurement fetch more discounts, which give the

larger players an advantage over their smaller counterparts. The CPT, the most critical

component in a CTV has no alternate use and therefore, the CPT industry is solely dependent on

CTV players, mainly domestic and partly exports. Hence larger players like LG, Samsung and

Mirc etc. are able to negotiate better deals unlike other players.

CONCLUSION

The variables affecting the industry with regard to each of the five forces have been categorized

as favorable or adverse. Favourable variables have the potential to improve profitability, while

adverse variables reduce profitability of the industry. Some strategic initiatives, which could be

adopted to leverage the favourable forces and protect themselves from the adverse ones, are as

follows:

• R&D and Marketing will have to work closely together. R&D will have to play a role in cost

innovation, which can cut component cost and raise performance. The number of defectives has

to be reduced at negligible levels. The quest should be to do even better. Each assembly line can

be made to compete with the other

. • Vital to the spread out is the re-haul of distribution network. Home appliances have

necessitated separate dealers, many of them specialists. For sharper focus on all categories

individually, the market has to be opened wider.

• Brand building will be important, so as to ensure brand preference. Marketers will have to

strategies to pull the consumer up the value escalator. A good fraction of sales if come from high

margin products as flat TVs and projection TVs would improve profitability of companies.

Sharply differentiated products with effective communication on a continuous basis would be the

key for future. Challenge lies in creating higher order universal benefits and sensitizing the larger

audiences to it.

LG and Samsung are likely to retain top positions.

43

• Buyers are easily swayed by costs, which are also verified by the presence of large number of

product offerings. Focus would be on providing value for money to the consumer, with more

brands in the economy segment. The challenge before marketers is to span out, and address a

wider set of needs. They will have to identify segments not addressed by them so far and also

introduce low price-point products aimed at rural markets.

• Besides catering to the cost conscious segment, marketers need to segment the market on the

basis of psychographics, which will help in inducing brand loyalty through lifestyle and

experiential marketing.

• The increase in disposable incomes, more number of households above the threshold income,

declining prices, shortened replacement cycle and the demand for multiple TV, all these factors

are expected to sustain the growth momentum at 10-12per cent during 2008-09 to 2010-11.

44

DATA ANALYSIS AND INTERPRATATIONS

45

Table1: Showing Gender of Customers

Sr.No Brand Names Responses Gender Percentage

1 Samsung 89 (total)

70 Male 79

19 Female 21

2. LG 33(total)

25 Male 76

8 Female 24

3 Sony 52 (total)

40 Male 77

12 Female 23

4. Onida 8 (total)

6 Male 75

2 Female 25

5. Others 18 (total)

14 Male 78

4 Female 22

46

Mal

e

Fem

ale

Mal

e

Fem

ale

Mal

e

Fem

ale

Mal

e

Fem

ale

Mal

e

Fem

ale

89 (to-tal)

70 19 33(total)

25 8 52 (to-tal)

40 12 8 (to-tal)

6 2 18 (to-tal)

14 4

Samsung LG Sony Onida Others

0102030405060708090

Percentage

Percentage

Interpretation: It is clear from the data given in Table1 and Figure 1, among the 89 users of

Samsung TV 70 respondents are male and 19 respondents are female. In Case of LG TV, among

the 33 users 25 respondents are male and 8 respondents are female. . In Case of Sony TV, among

the 52 users 40 respondents are male and 12 respondents are female. . In Case of Onida TV,

among the 8 users 6 respondents are male and 2 respondents are female. . In Case of Other TV

brand, among the 18 users 14 respondents are male and 4 respondents are female.

Inference:

This figure shows that most of the respondents are male.

47

Table2: Age of the Respondents

Sr. No Brand Names Responses Age Percentage

1 Samsung 89

62 20-25 years 70

25 25-30 years 28

1 30-35 years 1

1 35 and above 1

2. LG 33

22 20-25 years 67

10 25-30 years 30

1 30-35 years 3

0 35 and above 0

3 Sony 52

37 20-25 years 71

14 25-30 years 27

1 30-35 years 2

0 35 and above 0

4. Onida 8

5 20-25 years 62

3 25-30 years 38

0 30-35 years 0

0 35 and above 0

5. Others 18

13 20-25 years 72

5 25-30 years 28

0 30-35 years 0

0 35 and above 0

48

20-2

5 ye

ars

25-3

0 ye

ars

30-3

5 ye

ars

35 a

nd a

bove

20-2

5 ye

ars

25-3

0 ye

ars

30-3

5 ye

ars

35 a

nd a

bove

20-2

5 ye

ars

25-3

0 ye

ars

30-3

5 ye

ars

35 a

nd a

bove

20-2

5 ye

ars

25-3

0 ye

ars

30-3

5 ye

ars

35 a

nd a

bove

20-2

5 ye

ars

25-3

0 ye

ars

30-3

5 ye

ars

35 a

nd a

bove

89 62 25 1 1 33 22 10 1 0 52 37 14 1 0 8 5 3 0 0 18 13 5 0 0Samsung LG Sony Onida Others

01020304050607080

Percentage

Percentage

Interpretation: It is clear from the data given in Table2 and Figure 2 that among the 89 users of

Samsung TV, 62 respondents are between 20-25 years, 25 respondents fall under the age of 25-

30 years, only 1 respondent falls between the age of 30-35 years and 1 falls under 35. In case of

LG TV among the 33 respondents, 22 belongs to 20-25 years, 10 respondents fall under the age

of 25-30, 1 respondent belongs to 30-35 years and nobody falls under the age of 35 and above. In

case of Sony TV among the 52 users 37 falls under the age of 20-25 years, 14 respondents are

between 25-30 years, only one respondent falls under the age of 30-35 years. In case of Onida

TV among the 8 users 5 respondents are between 20-25 years, 3 falls under the age of 25-30

years and nobody falls under the age of 30-35 and above 35. In case other TV 13 falls under the

age of 20-25 years, 5 fall under the age of 25-30 years and nobody falls under the age of 30-35

an above 35.Among all the 200 respondents of colour TV, 169 respondents are between age of

20-25 years , which is maximum compared to others age group, then 27 respondents falls in the

age group of 25-30 years, 3 respondents in the age bracket of 30-35 years and only 1 in 35 and

above age group.

Inference:

This diagram shows preference of the customer of different level of age group

49

Table3: Showing Occupation of Respondents

Brand Names Responses Occupation Percentage

Samsung 89

27 Service 30

7 Self-Employed 8

55 Student 62

Others 0

LG 33

10 Service 30

2 Self-Employed 6

21 Student 64

0 Others 0

Sony 52

17 Service 33

4 Self-Employed 8

31 Student 59

0 Others 0

Onida 8

2 Service 25

1 Self-Employed 12.5

5 Student 62.5

0 Others 0

Others 18

5 Service 28

1 Self-Employed 5

12 Student 67

0 Others 0

50

Serv

ice

Self-

Empl

oyed

Stud

ent

Oth

ers

Serv

ice

Self-

Empl

oyed

Stud

ent

Oth

ers

Serv

ice

Self-

Empl

oyed

Stud

ent

Oth

ers

Serv

ice

Self-

Empl

oyed

Stud

ent

Oth

ers

Serv

ice

Self-

Empl

oyed

Stud

ent

Oth

ers

89 27 7 55 33 10 2 21 0 52 17 4 31 0 8 2 1 5 0 18 5 1 12 0Samsung LG Sony Onida Others

01020304050607080

Percentage

Percentage

Interpretation: It is clear from the data given in Table3 and Figure 3, Among the 89 users of

Samsung TV 27 respondents are service holder , 7 respondents having own business and 55

respondents are students. Among the 33 users of LG TV 10 respondents are service holder, 2

respondents having own business and 21 respondents are students. Among the 52 users of Sony

TV 17 respondents are service holder, 4 respondents having own business and 31 respondents

are students. Among the 8 users of Onida TV 2 respondents are service holder, 1 respondents

having own business and 5 respondents are students. Among the 18 users of Samsung TV 5

respondents are service holder, 1 respondent having own business and 12 respondents are

students.

Inference:

This diagram shows that most of the respondent is student.

Also good amount of Service man available here.

By this we can know about difference in preference.

By knowing occupation distribution clearly the company can segment and target

customer according to their occupation.

51

Table4: Income of respondents

Sr. No Brand Names Respondent Income Percentage

1 Samsung 89

53 10000-20000 59

14 20000-30000 16

15 30000-40000 17

7 40000 and above 8

2. LG 33

18 10000-20000 55

8 20000-30000 24

5 30000-40000 15

2 40000 and above 6

3 Sony 52

25 10000-20000 49

10 20000-30000 19

9 30000-40000 17

8 40000 and above 15

4. Onida 8

5 10000-20000 62

2 20000-30000 25

1 30000-40000 13

0 40000 and above 0

5. Others 18

8 10000-20000 44

5 20000-30000 28

3 30000-40000 17

2 40000 and above 11

52

10

00

0-2

00

00

20

00

0-3

00

00

30

00

0-4

00

00

40

00

0 a

nd

ab

ove

10

00

0-2

00

00

20

00

0-3

00

00

30

00

0-4

00

00

40

00

0 a

nd

ab

ove

10

00

0-2

00

00

20

00

0-3

00

00

30

00

0-4

00

00

40

00

0 a

nd

ab

ove

10

00

0-2

00

00

20

00

0-3

00

00

30

00

0-4

00

00

40

00

0 a

nd

ab

ove

10

00

0-2

00

00

20

00

0-3

00

00

30

00

0-4

00

00

40

00

0 a

nd

ab

ove

89 53 14 15 7 33 18 8 5 2 52 25 10 9 8 8 5 2 1 0 18 8 5 3 2Samsung LG Sony Onida Others

010203040506070

Percentage

Percentage

Interpretation: It is clear from the data given in Table 4 and Figure 4,among the 89 users of

Samsung TV 53 respondents are earning between 10000-20000,14 respondents are earning

between 20000-30000, 15 respondents earning between 30000-40000,only 7 respondents earning

40000 and above. Among the 33 users of LG TV 18 respondents are earning between 10000-

20000,8 respondents are earning between 20000-30000, 5 respondents earning between 30000-

40000,only 2 respondents earning 40000 and above. Among the 52 users of Sony TV 25

respondents are earning between 10000-20000,10 respondents are earning between 20000-

30000, 9 respondents earning between 30000-40000,only 8 respondents earning 40000 and

above. Among the 8 users of Onida TV 5 respondents are earning between 10000-20000,2

respondents are earning between 20000-30000, 1 respondent earning between 30000-40000,no

one is earning 40000 and above. Among the 18 users of other colour TV 8 respondents are

earning between 10000-200005 respondents are earning between 20000-30000, 3 respondents

earning between 30000-40000,only 2 respondents earning 40000 and above.

Inference:

By knowing the income level of the customer by this figure will help the company to

modify the products according the buying capability of the customer, which depends

upon the Income level.

Here I can infer that there are all income level people available in this segment so

company needs a good product range.

53

Table 5: Showing Number of Customers having TV

Response No of respondents Percentage

Yes 200 100

No 0 0

Total 200 100

Interpretation:

From the above data it can be inferred that all the respondents own different brand of

colour TV.

54

No of respondents

YesNo

Table6: Ownership of respondents of various brands of colour TV

TV brands No Of Respondents Percentage

Samsung 89 44

LG 33 17

Sony 52 26

Onida 8 4

Others 18 9

Total 200 100

Samsung45%

LG17%

Sony 26%

Onida4% Others

9%

No Of Respondents

55

Interpretation:

From above data it can be stated that the high number of respondents holds Samsung colour TV

i.e., 44.5%, 26% of the respondents owns Sony colour TV. 16.5% respondents owns LG colour

TV. 4% respondents owns Onida colour TV. And 9% owns other colour TV apart from

mentioned above. Here it can be safely said that Samsung enjoys the 1st position, followed by

Sony, LG, Onida and then others.

Inference:

Bu this figure we can analyze that demand of Samsung and Sony colour TV is more than

others brand of colour TV.

56

Table7: Showing types of color TV

Sr. No Brand Names Respondent Types of Colour TV Percentage

1 Samsung 89

28 CRT 32

41 LCD 46

20 LED 22

0 Others 8

2. LG 33

10 CRT 30

16 LCD 49

7 LED 21

0 Others 0

3 Sony 52

16 CRT 31

25 LCD 48

11 LED 21

0 Others 0

4. Onida 8

4 CRT 50

3 LCD 38

1 LED 12

0 Others 0

5. Others 18

6 CRT 33

9 LCD 50

3 LED 17

0 Others 0

57

CRT

LCD

LED

Oth

ers

CRT

LCD

LED

Oth

ers

CRT

LCD

LED

Oth

ers

CRT

LCD

LED

Oth

ers

CRT

LCD

LED

Oth

ers

89 28 41 20 0 33 10 16 7 0 52 16 25 11 0 8 4 3 1 0 18 6 9 3 0Samsung LG Sony Onida Others

0

10

20

30

40

50

60

Percentage

Percentage

Interpretation: It is clear from the data given in Table7 and Figure 7, among the 89 users of

Samsung TV, 28 respondents are using CRT colour TV, 41 respondents are using LED, and 20

respondents are using LED. Among the 33 users of LG TV, 10 respondents are using CRT

colour TV, 16 respondents are using LED, and 7 respondents are using LED. Among the 52

users of Sony TV, 16 respondents are using CRT colour TV, 25 respondents are using LED, and

11 respondents are using LED. Among the 8 users of Samsung TV, 4 respondents are using

CRT colour TV, 3 respondents are using LED, 1 respondent are using LED. Among the 18 users

of Samsung TV, 6 respondents are using CRT colour TV, 9 respondents are using LED, and 3

respondents are using LED.

Inference:

By this I can analyze that most of the respondents are more inclined towards the LCD

TV.

58

Table 8: No of channel supported by TV

Sr. No Brand Names Responses No of TV channels Percentage

1 Samsung 89)

21 0-100 23

24 100-200 27

44 200 and more 50

2. LG 33

9 0-100 27

11 100-200 33

13 200 and more 40

3 Sony 52

11 0-100 21

12 100-200 23

29 200 and more 56

4. Onida 8

3 0-100 37.5

3 100-200 37.5

2 200 and more 25

5. Others 18

4 0-100 22

3 100-200 17

11 200 and more 61

59

0-10

0

100-

200

200

and

mor

e

0-10

0

100-

200

200

and

mor

e

0-10

0

100-

200

200

and

mor

e

0-10

0

100-

200

200

and

mor

e

0-10

0

100-

200

200

and

mor

e

89) 21 24 44 33 9 11 13 52 11 12 29 8 3 3 2 18 4 3 11Samsung LG Sony Onida Others

0

10

20

30

40

50

60

70

Percentage

Percentage

Interpretation: It is clear from the data given in Table8 and Figure 8, among the 89 users of

Samsung TV 21 respondents having 0-100 channels, 24 having 100-200 channels and 44

respondents having 200 and more channels in their TV. Among the 33 users of LG TV 9

respondents having 0-100 channels, 11 respondents having 100-200 channels and 13 respondents

having 200 and more channels in their TV. Among the 52 users of Sony TV 11 respondents

having 0-100 channels, 12 respondents having 100-200 channels and 29 respondents having 200

and more channels in their TV. Among the 8 users of Onida TV 3 respondents having 0-100

channels, 3 respondents having 100-200 channels and 2 respondents having 200 and more

channels in their TV. . Among the 18 users of Onida TV 4 respondents having 0-100 channels, 3

respondents having 100-200 channels and 11 respondents having 200 and more channels in their

TV.

Inference: Here we can infer that most of the respondent prefers to buy the TV which is

supporting more channels.

60

Table9: Showing size of the TV

Sr. No Brand Names Responses TV size(inches) Percentage

1 Samsung 89

35 21” 39

24 24” 27

21 28” 24

9 Other 10

2. LG 33

11 21” 33

10 24” 31

7 28” 21

5 Other 15

3 Sony 52

18 21” 35

16 24” 31

12 28” 23

6 Other 11

4. Onida 8

3 21” 38

2 24” 25

1 28” 12

2 Other 25

5. Others 18

7 21” 39

4 24” 22

3 28” 17

4 Other 22

61

21”

24”

28”

Oth

er 21”

24”

28”

Oth

er 21”

24”

28”

Oth

er 21”

24”

28”

Oth

er 21”

24”

28”

Oth

er

89 35 24 21 9 33 11 10 7 5 52 18 16 12 6 8 3 2 1 2 18 7 4 3 4Samsung LG Sony Onida Others

0

5

10

15

20

25

30

35

40

Percentage

Percentage

Interpretation: It is clear from the data given in Table9 and Figure 9,among the 89 users of

Samsung colour TV, 35 respondents are using 21” ,24 respondents are using 24”,21 respondents

are using 28” and 9 respondents are using other than that. Among the 33 users of LG colour TV,

11 respondents are using 21” ,10 respondents are using 24”,7 respondents are using 28” and 5

respondents are using other than that. Among the 52 users of Sony colour TV, 18 respondents

are using 21” ,16 respondents are using 24”,12 respondents are using 28” and 6 respondents are

using other than that. Among the 8 users of Onida colour TV, 3 respondents are using 21”, 2

respondents are using 24”,1 respondent are using 28” and 2 respondents are using other than

that. Among the 18 users of other colour TV, 7 respondents are using 21” ,4 respondents are

using 24”,3 respondents are using 28” and 4 respondents are using other than that.

Inference:

By this we can know most of the respondent are using 21” colour TV.

Here we can know about the colour TV size preference of the customer, which will help

the company.

62

Table10: Showing no of TV held by respondents

Number of TV Number of Respondents Percentage

1 103 52

2 64 32

3 and more 33 16

Total 200 100

1

2

3 and more

0 20 40 60 80 100 120

Number of Respondents

Number of Respondents

Interpretation: It can be interpreted that 51.5 % respondents owns only 1 Colour TV, then 32%

respondents owns 2 Colour TV and 16.5 % respondents owns 3 and more colour TV.

63

Tables11: Depicting reasons for buying particular TV

Sr No Brand Names Respondent Influence Sources Percentage

1 Samsung 89

28 Brand 31

13 Price 15

34 Features 38

13 Attractive 15

1 Other 1

2. LG 33

9 Brand 27

9 Price 27

10 Features 31

5 Attractive 15

0 Other 0

3 Sony 52

17 Brand 33

9 Price 17

18 Features 35

8 Attractive 15

0 Other 0

4. Onida 8

2 Brand 25

2 Price 25

3 Features 37.5

1 Attractive 12.5

0 Other 0

5. Others 18

6 Brand 33

3 Price 17

6 Features 33

64

2 Attractive 11

1 Other 5B

ran

d

Pri

ce

Featu

res

Att

racti

ve

Oth

er

Bra

nd

Pri

ce

Featu

res

Att

racti

ve

Oth

er

Bra

nd

Pri

ce

Featu

res

Att

racti

ve

Oth

er

Bra

nd

Pri

ce

Featu

res

Att

racti

ve

Oth

er

Bra

nd

Pri

ce

Featu

res

Att

racti

ve

Oth

er

89 28 13 34 13 1 33 9 9 10 5 0 52 17 9 18 8 0 8 2 2 3 1 0 18 6 3 6 2 1Samsung LG Sony Onida Others

0

5

10

15

20

25

30

35

40

Percentage

Percentage

Interpretation: It is clear from the data given in Table11 and Figure 11, among the 89 users of

Samsung TV, 28 respondents bought because of Brand name, 13 respondents purchased because

of Price, 34 respondents bought due to features, 13 respondents purchased because of attractive

model and 1 respondent purchased for other reason. Among the 33 users of LG TV, 9

respondents bought because of Brand name, 9 respondents purchased because of Price, 10

respondents bought due to features, 5 respondents bought due to attractive model. Among the 52

users of Sony TV, 17 respondents bought because of Brand name, 9 respondents purchased

because of Price, 18 respondents bought due to features, 8 respondents bought due to attractive

model. Among the 8 users of Onida TV, 2 respondents bought because of Brand name, 2

respondents purchased because of Price, 3 respondents bought due to features, 1 respondent

bought due to attractive model. Among the 18 users of other colour TV, 6 respondents bought

because of Brand name, 3 respondents purchased because of Price, 6 respondents bought due to

features, 2 respondents purchased because of attractive model and 1 respondent purchased for

other reason.

Inference: Here company can know about customer preference, what they will see at the time of

purchasing.

Table12: Showing how respondents came to know about particular TV

65

Sr No Brand Names Respondent Influence Sources Percentage

1 Samsung 89

41 Advertisement 46

15 Internet 17

20 Friends and Relatives 23

12 Dealer Suggestion 14

1 Other 1

2. LG 33

12 Advertisement 36

8 Internet 24

9 Friends and Relatives 27

4 Dealer Suggestion 13

0 Other 0

3 Sony 52

22 Advertisement 42

10 Internet 19

12 Friends and Relatives 23

5 Dealer Suggestion 10

3 Other 6

4. Onida 8

3 Advertisement 38

1 Internet 12

2 Friends and Relatives 25

2 Dealer Suggestion 25

0 Other 0

5.

Others 18

8 Advertisement 44

4 Internet 22

3 Friends and Relatives 17

3 Dealer suggestion 17

66

0 Other 0

Ad

verti

sem

ent

Inte

rnet

Fr

ien

ds

and

Rel

ative

sD

eale

r Su

gges

tio

nO

ther

Ad

verti

sem

ent

Inte

rnet

Fr

ien

ds

and

Rel

ative

sD

eale

r Su

gges

tio

nO

ther

Ad

verti

sem

ent

Inte

rnet

Fr

ien

ds

and

Rel

ative

sD

eale

r Su

gges

tio

nO

ther

Ad

verti

sem

ent

Inte

rnet

Fr

ien

ds

and

Rel

ative

sD

eale

r Su

gges

tio

nO

ther

Ad

verti

sem

ent

Inte

rnet

Fr

ien

ds

and

Rel

ative

sD

eale

r su

gges

tio

nO

ther

89 41 15 20 12 1 33 12 8 9 4 0 52 22 10 12 5 3 8 3 1 2 2 0 18 8 4 3 3 0Samsung LG Sony Onida Others

0

10

20

30

40

50

Percentage

Percentage

Interpretation: It is clear from the data given in Table12 and Figure 12, Among the 89

users of Samsung TV 41 respondents came to know about it by advertising, 15

respondents by Internet, 20 respondents by Friends and Relatives, 12 respondents by

Dealer Suggestion and 1 respondent by other. Among the 33 users of LG TV 12

respondents came to know about it by advertising, 8 respondents by Internet,9

respondents by Friends and Relatives, 4 respondents by Dealer Suggestion and 0

respondent known by other. Among the 52 users of Sony TV 22 respondents came to

know about it by advertising, 10 respondents by Internet,12 respondents by Friends and

Relatives, 5 respondents by Dealer Suggestion and 3 respondent by other. Among the 8

users of Onida TV 3 respondents came to know about it by advertising, 1 respondents by

Internet,2 respondents by Friends and Relatives, 2 respondents by Dealer Suggestion

and 0 respondent by other. Among the 18 users of other brand of TV 8 respondents came

to know about it by advertising, 4 respondents by Internet, 3 respondents by Friends and

Relatives, 3 respondents by Dealer Suggestion and 0 respondent by other.

Inference: By this Diagram we can easily understand that advertisement is the main

source for reaching to the customer.

Table13: showing different factors influenced to buy TV

67

Sr No Brand Names Respondent Influence Sources Percentage

1 Samsung 89

30 Parents 34

40 Friends 46

5 Wife 5

10 Son & daughter 11

4 Other 4

2. LG 33

3 Parents 9

12 Friends 37

3 Wife 9

2 Son & daughter 6

13 Other 39

3 Sony 52

15 Parents 29

22 Friends 42

2 Wife 4

4 Son & daughter 8

9 Other 17

4. Onida 8

3 Parents 38

2 Friends 25

1 Wife 12

2 Son & daughter 25

0 Other 0

5. Others 18

3 Parents 17

7 Friends 39

2 Wife 11

1 Son & daughter 5

68

5 Other 28

Par

ents

Fr

ien

ds

Wif

eSo

n &

dau

ghte

rO

ther

Par

ents

Fr

ien

ds

Wif

eSo

n &

dau

ghte

rO

ther

Par

ents

Fr

ien

ds

Wif

eSo

n &

dau

ghte

rO

ther

Par

ents

Fr

ien

ds

Wif

eSo

n &

dau

ghte

rO

ther

Par

ents

Fr

ien

ds

Wif

eSo

n &

dau

ghte

rO

ther

89 30 40 5 10 4 33 3 12 3 2 13 52 15 22 2 4 9 8 3 2 1 2 0 18 3 7 2 1 5Samsung LG Sony Onida Others

05

101520253035404550

Percentage

Percentage

Interpretation: It is clear from the data given in Table13 and Figure 13, Among the 89 users of

Samsung TV, 30 respondents are influenced by their parents, 40 respondents are influenced by

their friends, 5 are influenced by their wife, 10 are influenced by their children and 4 are

influenced by the other reason. Among the 33 users of LG TV, 3 respondents are influenced by

their parents, 12 respondents are influenced by their friends, 3 are influenced by their wife, 2 are

influenced by their children and 13 are influenced by the other reason. Among the 52 users of

Sony TV, 15 respondents are influenced by their parents, 22 respondents are influenced by their

friends, 2 are influenced by their wife, 4 are influenced by their children and 9 are influenced by

the other reason. Among the 8 users of Onida TV, 3 respondents are influenced by their

parents,2 respondents are influenced by their friends, 1 are influenced by their wife,2 are

influenced by their children. Among the 18 users of other Colour TV, 3 respondents are

influenced by their parents, 7 respondents are influenced by their friends, 2 are influenced by

their wife, 1 is influenced by their children and 5 are influenced by the other reason.

Inference: Here I can infer that friends and parents are playing important for influencing the

customer.

Table14: showing others factors lured Respondents to buy TV

69

Sr No Brand Names Respondent Influence Sources Percentage

1 Samsung 89

18 Price 20

28 Features 31

38 Quality 43

5 After Sales Service 6

0 Other 0

2. LG 33(

10 Price 30

9 Features 28

11 Quality 33

3 After Sales Service 9

0 Other 0

3 Sony 52

7 Price 13

20 Features 38

22 Quality 43

3 After Sales Service 6

0 Other 0

4. Onida 8

4 Price 50

2 Features 25

1 Quality 12.5

1 After Sales Service 12.5

0 Other 0

5. Others 18

4 Price 22

5 Features 28

8 Quality 44

1 After Sales Service 6

70

0 Other 0

Pri

ce

Feat

ure

sQ

ual

ity

Aft

er S

ales

Ser

vice

Oth

er

Pri

ce

Feat

ure

sQ

ual

ity

Aft

er S

ales

Ser

vice

Oth

er

Pri

ce

Feat

ure

sQ

ual

ity

Aft

er S

ales

Ser

vice

Oth

er

Pri

ce

Feat

ure

sQ

ual

ity

Aft

er S

ales

Ser

vice

Oth

er

Pri

ce

Feat

ure

sQ

ual

ity

Aft

er S

ales

Ser

vice

Oth

er

89 18 28 38 5 0 33(

10 9 11 3 0 52 7 20 22 3 0 8 4 2 1 1 0 18 4 5 8 1 0

Samsung LG Sony Onida Others

0

10

20

30

40

50

60

Percentage

Percentage

Interpretation: It is clear from the data given in Table13 and Figure 13, among the 89 users of

Samsung TV, 18 respondents are influenced by the price, 28 respondents are influenced by the

features, 38 are influenced by the Quality, and 5 are influenced by the after sales service. Among

the 33 users of LG TV, 10 respondents are influenced by the price, 9 respondents are influenced

by the features, 11 are influenced by the Quality, and 3 are influenced by the after sales service.

Among the 53 users of Sony TV, 7 respondents are influenced by the price, 20 respondents are

influenced by the features, 22 are influenced by the Quality, and 3 are influenced by the after

sales service. Among the 8 users of Onida TV, 4 respondents are influenced by the price, 2

respondents are influenced by the features, 1 is influenced by the Quality, and 1 is influenced by

the after sales service. Among the 18 users of other colour TV, 4 respondents are influenced by

the price, 5 respondents are influenced by the features, 8 are influenced by the Quality, and 1 is

influenced by the after sales service

Inference: Here I can infer that before taking the purchase decision, they are considering the

three things namely Price, Quality, Features but customers more concerned about the quality of

the product.

Table15: showing different benefits attracted respondents

71

Sr. No Brand Names Respondent Influence Sources Percentage

1 Samsung 89

22 Free Gift 25

50 Discount Offer 56

14 Exchange Offer 16

3 Other 3

2. LG 33

7 Free Gift 21

15 Discount Offer 45

8 Exchange Offer 24

3 Other 10

3 Sony 52

15 Free Gift 29

29 Discount Offer 56

7 Exchange Offer 13

1 Other 2

4. Onida 8

2 Free Gift 25

4 Discount Offer 50

1 Exchange Offer 12.5

1 Other 12.5

5. Others 18

4 Free Gift 22

10 Discount Offer 56

3 Exchange Offer 17

1 Other 5

72

Fre

e G

ift

Dis

cou

nt

Off

er

Exch

an

ge O

ffer

Oth

er

Fre

e G

ift

Dis

cou

nt

Off

er

Exch

an

ge O

ffer

Oth

er

Fre

e G

ift

Dis

cou

nt

Off

er

Exch

an

ge O

ffer

Oth

er

Fre

e G

ift

Dis

cou

nt

Off

er

Exch

an

ge O

ffer

Oth

er

Fre

e G

ift

Dis

cou

nt

Off

er

Exch

an

ge O

ffer

Oth

er

89 22 50 14 3 33 7 15 8 3 52 15 29 7 1 8 2 4 1 1 18 4 10 3 1Samsung LG Sony Onida Others

0

10

20

30

40

50

60

Percentage

Percentage

Interpretation: From the data above it can be interpreted that among the 89 respondents of

Samsung users 22 respondents purchased due to benefits of free gift whereas 50 respondents

prefer to buy due to discount offer and 14 respondents purchased because of Exchange offer and

3 respondents purchased because of other benefits. In Case of LG TV among the 33 users 7

respondents prefer to buy due to free gifts whereas 15 respondents purchased because of discount

offer, 8 respondents prefer to buy due to exchange offer and 3 respondents because of other

reason. . In Case of Sony TV among the 52 users,15 respondents prefer to buy due to free gifts

whereas 29 respondents purchased because of discount offer, 7 respondents prefer to buy due to

exchange offer and 1 respondents because of other reason .In case of Onida among the 8

respondents, 2 respondents purchased due to benefits of free gift whereas 4 respondents prefer to

buy due to discount offer and 1 respondents purchased because of Exchange offer and 1

respondents purchased because of other benefits. In case of other TV brands among the 18 users,

4 respondents prefer to buy due to free gifts whereas 10 respondents purchased because of

discount offer, 3 respondents prefer to buy due to exchange offer and 1 respondent because of

other reason.

Inference:

By this diagram we can easily understand that most of the respondents attracts towards

the discount offer at the time of purchasing.

By knowing the customer preference at the time of purchasing decision, company can

offer them benefits according to their preference for attracting them.

73

Table16: showing satisfaction of respondents for the service rendered

Sr. No Brand Names Respondent Responses Percentage

1 Samsung 89

84 Yes 94

5 NO 6

2. LG 33

32 Yes 97

1 NO 3

3 Sony 52

50 Yes 96

2 NO 4

4. Onida 8

6 Yes 75

2 NO 25

5. Others 18

18 Yes 100

0 NO 0

74

Yes NO Yes NO Yes NO Yes NO Yes NO89 84 5 33 32 1 52 50 2 8 6 2 18 18 0

Samsung LG Sony Onida Others

0

10

20

30

40

50

60

70

80

90

100

Percentage

Percentage

Interpretation:

It is clear from the data given in Table16 and Figure 16, among 89 users of Samsung TV 5 is not

satisfied with the service. Among 33 respondents 1 is not satisfied with the service. Among the

52 users of Sony TV 2 is not satisfied with the service. Among the 8 users of Onida TV 2 is not

satisfied with the service. Among the 18 users of other colour TV brand, all of them are satisfied

with the service.

Inference:

Here we can infer that service is very important tool for the company to attract the

customers.

75

Table17: showing satiety of respondents for the existing model

Sr. No Brand Names Respondent Responses Percentage

1 Samsung 89

85 Yes 96

4 NO 4

2. LG 33

32 Yes 97

1 NO 3

3 Sony 52

51 Yes 98

1 NO 2

4. Onida 8

8 Yes 100

0 NO 0

5. Others 18

17 Yes 94

1 NO 6

76

Yes NO Yes NO Yes NO Yes NO Yes NO89 85 4 33 32 1 52 51 1 8 8 0 18 17 1

Samsung LG Sony Onida Others

0

10

20

30

40

50

60

70

80

90

100

Percentage

Percentage

Interpretation: It is clear from the data given in Table17 and Figure 17, among 89 users of

Samsung TV 4 is not satisfied with the model. Among 33 respondents 1 is not satisfied with the

model. Among the 52 users of Sony TV 1 is not satisfied with the model. In case of Onida TV all

the customers are satisfied with the model. Among the 18 users of other colour TV brand 1 is not

satisfies with the model.

Inference:

Here we can infer that design or model of colour TV is important for attracting the

customers.

77

Table18: showing reasons for not being satisfied

Sr No Brand Names Respondent Factors Percentage

1 Samsung 5

2 High Price 40

1 Poor Quality 20

0 Less awareness 0

2 Model looks obsolete 40

Other 0

2. LG 1

0 High Price 0

0 Poor Quality 0

0 Less awareness 0

1 Model looks obsolete 100

0 Other 0

3 Sony 2

1 High Price 50

0 Poor Quality 0

0 Less awareness 0

1 Model looks obsolete 50

0 Other 0

4. Onida 2

0 High Price 0

0 Poor Quality 0

1 Less awareness 50

1 Model looks obsolete 50

0 Other 0

5. Others 0

0 High Price 0

0 Poor Quality 0

0 Less awareness 0

78

0 Model looks obsolete 0

0 Other 0

Hig

h Pr

ice

Poor

Qua

lity

Less

aw

aren

ess

Mod

el lo

oks

obso

lete

Oth

er

Hig

h Pr

ice

Poor

Qua

lity

Less

aw

aren

ess

Mod

el lo

oks

obso

lete

Oth

er

Hig

h Pr

ice

Poor

Qua

lity

Less

aw

aren

ess

Mod

el lo

oks

obso

lete

Oth

er

Hig

h Pr

ice

Poor

Qua

lity

Less

aw

aren

ess

Mod

el lo

oks

obso

lete

Oth

er

Hig

h Pr

ice

Poor

Qua

lity

Less

aw

aren

ess

Mod

el lo

oks

obso

lete

Oth

er

5 2 1 0 2 1 0 0 0 1 0 2 1 0 0 1 0 2 0 0 1 1 0 0 0 0 0 0 0Samsung LG Sony Onida Others

020406080

100120

Percentage

Percentage

Interpretation: It is clear from the data given in Table18 and Figure 18, among the 89 users of

Samsung TV 5 respondents is not satisfied.2 of them is not satisfied because of high price, 1

because of poor quality and 2 due to model looks obsolete. Because of high price, 2 respondents

because of poor quality, 1 respondent .Among the 33 respondents of LG TV 1 respondent is not

satisfied because model. Among the 52 respondents 2is not satisfied, 1because of high price and

1 for model. Among the 8 users of Onida TV 2 is not satisfied 1 because of less awareness and 1

for model looks obsolete.

79

Table19: showing recommendations to others they know

Sr. No Brand Names Respondent Influence Sources Percentage

1 Samsung 89

65 Yes 73

19 Not sure 21

5 No 6

2. LG 33

23 Yes 70

7 Not sure 21

3 No 9

3 Sony 52

37 Yes 71

11 Not sure 21

4 No 8

4. Onida 8

5 Yes 63

2 Not sure 25

1 No 12

5. Others 18 (total)

14 Yes 78

2 Not sure 11

2 No 11

80

Yes

Not

sur

e

No

Yes

Not

sur

e

No

Yes

Not

sur

e

No

Yes

Not

sur

e

No

Yes

Not

sur

e

No

89 65 19 5 33 23 7 3 52 37 11 4 8 5 2 1 18 (to-tal)

14 2 2

Samsung LG Sony Onida Others

01020304050607080

Percentage

Percentage

Interpretation: It is clear from the data given in Table 19 and Figure 19, Among 89 users of

Samsung colour TV 65 respondents would recommend others, 19 respondents is not sure and 5

would not recommend others. Among 33 users of LG colour TV 23 respondents would

recommend others, 7 respondents is not sure and 3 would not recommend others. Among 52

users of Sony colour TV 37 respondents would recommend others, 11 respondents is not sure

and 4 would not recommend others. Among 8 users of Onida colour TV 5 respondents would

recommend others, 2 respondents is not sure and 1 would not recommend others. Among 18

users of other colour TV 14 respondents would recommend others, 2 respondents is not sure and

2 would not recommend others.

Inference:

By this companies can know whether the customer is satisfied with present brand or not.

81

Table20: showing respondents’ willingness towards brand changing of TV

Brand Names Respondent Responses Percentage

1 Samsung 89

36 Yes 40

53 NO 60

2. LG 33

20 Yes 61

13 NO 39

3 Sony 52

11 Yes 21

41 NO 79

4. Onida 8

5 Yes 63

3 NO 37

5. Others 18

12 Yes 67

6 NO 33

82

Yes NO Yes NO Yes NO Yes NO Yes NO89 36 53 33 20 13 52 11 41 8 5 3 18 12 6

Samsung LG Sony Onida Others

0

10

20

30

40

50

60

70

80

Percentage

Percentage

Interpretation: It is clear from the data given in Table20 and Figure 20, among the 89 users of

Samsung TV, 36 respondents are willing to change the brand whereas 53 respondents are not

willing to change the brand. Among the 33 users of LG TV, 20 respondents are willing to change

the brand whereas 13 respondents are not willing to change the brand. Among the 52 users of

Sony TV, 11 respondents are willing to change the brand whereas 41 respondents are not willing

to change the brand. Among the 8 users of Onida TV, 5 respondents are willing to change the

brand whereas 3 respondents are not willing to change the brand. Among the 18 users of other

colour TV, 12 respondents are willing to change the brand whereas 6 respondents are not willing

to change the brand.

Inference:

Here I can infer that most of Samsung TV owners willing to change brand.

By this I can also analyze that most of the respondents are inclined towards the Sony TV

about their future purchase.

83

Table21: showing no of respondents would switch to other TV brand

TV brands No of respondents Percentage

Samsung 28 31

Sony 50 54

LG 10 11

Onida 2 2

Others 2 2

Total 92

Samsung

Sony

LG

Onida

Others

0 5 10 15 20 25 30 35 40 45 50

No of respondents

No of respondents

84

Interpretation:

From the above table and figure it can be safely stated that among respondents who would

change their existing colour TV are mainly inclined towards Sony brand by 50 respondents

followed by Samsung 28 respondents, LG 10 respondents, Onida and other colour TV brand 2

respondents each.

Inference:

So it can be said that people are more inclined towards Sony TV for their future purchase

decision of Colour TV.

By this diagram TV Company can easily know about their customer preference.

85

SUMMARY OF FINDINGS

86

The summary of this study are followings:

Majority of the respondents are male, it shows that male is more like to buy TV than

female.

79% of respondents are falls under the age 20-25 years; it clearly says that youngsters

have too much attraction towards different colour 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 there customer so that they can make

strategy before producing the product and they can also get some information about their

customer’s preference and their needs.

We observed that around 57% 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 colour TV, so

that everyone can afford it.

We found that among the 200 respondents ,all respondents are having TV in their

home .It clearly shows that now a days TV is the need for the people and it is one of the

important thing in every human life. We can also observe that the demand of TV is

growing day by day and everyone wants buy different brand of colour TV.

From the study it is revealed that most of the respondents are having Samsung TV and

Sony TV compare to other brand like LG, Onida etc. This study clear says that most of

customers preference to buy Samsung TV. So we can observe that in the market the

demand of the Samsung TV is more than the other.

We found that 46.5% respondents are using LCD colour TV. So it is revealed that the

customers are more likely to purchase LCD rather than CRT and LED. By this company

can understand which type of TV customer would prefer.

We observed that 50% of the colour TV users purchased the colour TV because of it is

supporting 200 and more channels. We know that todays too much channels are

available, so customer prefer to buy the TV which is supporting more channels. Due to

support less channel they would be able to see the entire channel. So this study will help

to the colour TV Company.

87

From the data we found that majority of the respondents (37%) are using 21” colour TV

which clearly indicates that customer are more prefer medium size of colour TV rather

than too much big and too small size.

50% and above respondents are having 1 TV in their home but 30% are having 2 TV in

their home and 20% are having 3 or more than 3, which shows that some family prefer to

use TV personally.

From the above study that we have found that the respondent purchased different type of

colour TV brand because of Features and Brand name of the product rather than price and

other factor. 36% and 32 % respondents are purchased colour TV due to Features and

Brand name respectively.

We found that 46% 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 friends

and parents.49% and 37% are influenced by their friend and parents respectively.SO this

study clearly indicates that friends and parents are playing measure role for making

purchase decision.

From the study it is revealed that most of respondents are influenced by Quality and

Features of the colour TV brand. 40% and 34% respondents are influenced by the Quality

and Features of the product respectively. So here TV Company can get information about

the consumer preference at the time of buying colour TV.

Coming to the benefits from the above data we observed that 50% of the respondents are

purchased different colour TV brand because of discount offer. So from this study we can

88

observe that customers are prefer to get discount offer rather than other benefits like free

gifts, exchange offer etc.

We found that only 6% of people are not satisfied with service provided by the different

colour TV brands.

We found that only 7 % of people are not satisfied with model of the different colour TV

brand.

From the above study we found that the respondent who is not satisfied with colour TV

brand mostly because of high price and obsolete model. So here we can observe that

company consider price and design of the TV before making.

From the study it is revealed that 72% respondents are agree to recommend to other about

the colour 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 46% respondents are willing change the colour TV brand

which are using presently. So we can observe that respondents would like to buy another

brand of colour 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 colour TV. So Sony colour TV

brand is imposing threat to the other TV brand.

89

CONCLUSION AND SUGGESTIONS

90

Conclusion

From this study we can conclude that Samsung is the most popular brand of colour TV, most of

the respondents are using Samsung, whereas the popularity of Onida brand of colour TV is at

least level in Bangalore, Karnataka. We can also observe that youngsters are more attracted

towards different colour 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 LG and Onida TV are decreasing, so

they need to improve their advertisement strategies in order promote their brands. Quality and

Features of colour 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 colour TV and also some of them consider price of the colour TV

brand. Here the income level of the customer is average. So they will prefer to buy low cost

colour TV brand. Among the different types of colour TV, the most of the respondents are using

LCD colour TV. Customers are more prefer to buy LCD TV than LED and CRT. Most of

respondents having low income so they will not able to effort LED TV because it is costly. The

size of colour TV brand also attract the customers because most of the respondents are using

21”.The Size of the colour 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 colour TV brand

have consulted with their friends or parents before purchased the colour 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 Samsung users would like to switch to other brand, so it’s a big threat

for Samsung Colour TV brand. Most of respondents are inclined towards the Sony colour TV

brand for their future purchasing decision.

91

Suggestions

By this study we can know most of the respondents are having less income and some of

them are having high income. So different colour TV Brand Company should have

different price range of TV, So that customers can buy the colour TV as per their

affordability.

From this study we can know that Very less number of respondents is having LG and

Onida TV. So they need improve their product as well their service to attract customers.

Specialy Onida TV has to work on to increase the brand awareness and also improve the

design of the colour TV because only 8 respondents are having Onida TV among the 200

respondents.

By this study it is revealed that only very less of customers are using LED TV. So TV

company should think about it, how to increase the sales of LED TV. They should why

customers are not preferred to buy LED TV. Price of the LED TV is one of the important

for not attracting to customers.

Most of the Samsung users would like switch over to the other brand in future. So it is a

big threat for Samsung colour TV Company. So they need to understand why customers

want to switch over to the other brand of colour TV and also need to improve their

product qualities and features.

Most of the respondents are willing to incline to the Sony colour TV brands. It is a not

good sign other brand of colour TV. They need to know why customers are willing to

buy Sony colour TV rather than other brand of colour TV. So that they can improve their

product.

By this study it is revealed that majority of respondents purchased different colour TV

brand because of discount offer. Now a day’s discount offer on the product is a powerful

weapon to attract the customers. So for increasing the sale of the Onida and LG colour

TV should offer discount on the products for attracting the customers.

From this study we can observe that advertisement is most important medium for

reaching to the customers. So Onida and LG colour TV brand should spent more on

advertising to increase the brand awareness and also to show to the customers about the

features of the colour TV and to inform about newly launch product.

92

By this study it is revealed that most of the respondents are preferred to buy quality

products with good features. So colour TV Company should improve their quality of their

product and also introduce a new feature in the colour TV for competing with the other

colour TV brands.

By this study we can observe that very less number Onida colour TV has support more

than 200 channels, so the Onida colour TV company should make the colour TV which

will more than 200 channels.

93

A STUDY ON CUSTOMER SATISFACTION AND PREFERENCE OF COLOUR TV

BRANDS IN BANGALORE

References

Hawkins, Best, Coney, Consumer Behaviour, Tata McGraw Hill,8th Ed,2002, Page No

225-236

Leon G Schiffman, Consumer Behaviour, Pearson Education, 2nd Ed, 2011, Page No 5-

20.

Phillip Kotler, Marketing Management, Pearson Education, 13th Ed, 2011, Page No 142-

171.

Rajendra Nargundkar, Marketing Research, McGraw-Hill, 3rd Ed, 2011, Page No 19-97.

Tapan K Pande, Marketing Management, Excel Books, 2nd edition,2007, Page No 547-

594.

Laldinliana, Buying Behaviour of Urban and Rural People in Mizoram, Indian Journal of

Marketing, Page No 53-59, October, 2012.

Pandiya D.K, Brajesh Kumar & Rajashree Bhattacharjee, Customer Satisfaction and

Preference towards colour TV brands in Silchar, Assam, Indian Journal of Marketing,

Page No 34-44, August, 2012.

Samik Shome & Aindrila Roy, Online Discount Couponing Industry in India, Indian

Journal of Marketing, Page No 4-10, October, 2012.

Sunil Giri & Vishal Sharma, Food Products Packaging’s effect on Consumer Behaviour,

Indian Journal of Marketing, Page No 39-45, May, 2012.

www.goodreads.com

www.managementstudyguide.com

www.mymarketing.com

www.sitemarketing.com

94

ANNEXURE

QUESTIONAIRE

1. Name :

2. Age :

i) 20-25 years [ ] ii) 25- 30 years [ ]

i i i) 30-35years [ ] IV) 35 and above years [ ]

3. Occupation :

i . Service

ii. Self-Employed

iii . Student

iv. Others

4. What is your monthly Income?

i. 10000-20000 [ ]

ii . 20000-30000 [ ]

iii . 30000-40000 [ ]

iv. 400000 and above [ ]

5. E-mail ID:

6. Phone No:

7. Do you have TV at your home?

i) Yes [ ] ii) No [ ]

8. Which Brand of color TV do you have?

Samsung [ ]

LG [ ]

Sony [ ]

95

Onida [ ]

Others [ ]

9. Which type of color TV do you have?

i. CRT [ ]

ii . LCD [ ]

iii. LED [ ]

iv. Others [ ]

10. How many channels does your TV support?

i. 0-100

ii. 100-200

iii. 200 and above.

11. Which size of TV do you have?

i. 21”

ii. 24”

iii . 28”

iv. Others.

12. How many TV set do you have in your home?

i. 1

ii. 2

iii . 3 or more

13. What made you choose to buy this particular brand of color TV?

i. Brand image.

ii . Price

iii . Features

iv. Attractiveness of the model.

v. Others.

14. From where you come to know about this Brand?

i) Advertisement [ ] ii) Dealer Suggestion [ ]

iii) Friends & Relatives [ ] IV) Newspaper [ ]

96

v) Internet.

15. What Factors influences you to purchase the product?

i) Price [ ]

ii) Features [ ]

iii) After Sales Service [ ]

iv) Quality [ ]

v) Providing maximum Guarantee Period [ ]

16. Who influences you more to purchase the particular Brand?

i) Wife [ ] ii) Friends & Relative [ ]

iii) Son / Daughter [ ] IV) Parents [ ]

vi) Nobody.

17. What attracts you more?

i. Free gift.

ii . Discount offer.

iii . Exchange offer.

iv. Others.

18. Are you satisfied with the service or after sales service?

i) Yes [ ] ii) No [ ]

19. Are you satisfied with the present brand or model?

i. Yes[ ]

ii . No [ ]

20. if not, then why you are not satisfied?

i) High Price [ ] ii) Poor Quality [ ]

iii) Less awareness [ ] IV) Model looks obsolete. [ ]

v) Any other.. .

97

21. Would you like to recommend this to others you know?

i. Yes.

ii . No.

iii . Not sure

22. Would you like to replace your present brand of TV set with some other brand, if you get a

satisfactory disposal price for it?

i. Yes.

ii . No.

23. If yes then which brand of color TV you would like to buy?

i) Sony [ ] ii) Samsung [ ]

iii) LG [ ] IV) Onida [ ]

v) Other [ ]

98