study on consumer preference and the factors influencing buying decision in colour television w.s
TRANSCRIPT
ACKNOWLEDGEMENT
I Thank the Lord Almighty for giving me the strength to furnish
my project successfully.
I express my sincere thanks to Thiru V.R.SIVASUBRAMANIAN
B.com, B.L Correspondent, and Thiru C.SWAMINATHAN, M.A, M.Phil.,.
Principal of Kongu Arts & Science College, Erode for having permitted
me to under go the project at Thomson Consumer Electronics (India)
Limited, Cochin.
I convey my deep sense of gratitude to our director and Head of
the Department Mr. S. KUPPUSAMY M.B.A for his constant
encouragement during the course of this project work.
I express my deep feeling of thanks to Mr. R, ANBALAGAN M.B.A
lecturer in Management Studies for spending his time and valuable
guidance which has resulted in the present form.
I express my deep feelings of thanks to Miss .G.MANJU M.B.A
and Mr. A.M.SAKKTHIVEL M.B.A lecturer in management studies for
spending their valuable guidance and time which resulted in the
presented form.
I am indebted to Mr. K. JAYANAND, Manager of Thomson
Consumer Electronics (India) Limited for allowing me to under take my
project work in their esteemed concern.
My sincere thanks to Mr.A..AJITH KUMAR, Area Sales Manager for
assisting me to accomplish this task. I also thank
Mr.K.S.Balasubrahmanian for his valuable assistance.
I also thanks to all the staff members of organisation for their
kind co-operation extended to me.
I shall be failing in my duty, if we don’t express our gratitude to
my parents for their encouragement and blessing which enabled me a
lot of successful completion of this report.
I also thank all others who have helped me to complete this
project.
Sree Kumar. M
LIST OF TABLES
1. Age group of respondents.
2. Occupation level of respondents
3. Income level of respondents
4. Size of the colour television in use.
5. Brand of present colour television.
6. Factors affecting for buying colour television.
7. Satisfaction level of consumers.
8. Opinion of consumers about colour television.
9. Consumers opinion about changing present colour television.
10. Opinion of consumers if yes
11. Brand of colour television wish to buy.
12. Size of colour television like to own.
13. Factors influencing buying decision.
14. Price vs Quality.
15. Media for promotion of colour television.
LIST OF CHARTS
1. Age group of respondents.
2. Occupation level of respondents
3. Income level of respondents
4. Size of the colour television in use.
5. Brand of present colour television.
6. Factors affecting for buying colour television.
7. Satisfaction level of consumers.
8. Opinion of consumers about colour television.
9. Consumers opinion about changing present colour television.
10. Opinion of consumers if yes
11. Brand of colour television wish to buy.
12. Size of colour television like to own.
13. Factors influencing buying decision
14. Price vs Quality.
15. Media for promotion of colour television.
CHAPTER I
INTRODUCTION
The study was conducted at THOMSON CONSUMER
ELECTRONICS (INDIA) LIMITED Which is involved in marketing of
Thomson Colour TV’s a wholly owned subsidiary of Thomson
multimedia U.S.A. The study was conduct through interactive
questionnaires distributed to about 300 customer spread over the five
district at Kerala namely Thiruvananthapuram, Kollam,Pathanamthitta,
Alappuzha, and Kottayam.
The Thomson’s marketing policy differs considerably from other
player’s in this field. Instead of wagging price war the brand
concentrates on winning customer satisfaction with quality
improvement and quality management. The TV sets are distributed
through efficient network of authorized deals who also provide quality
after sales support .But top tap the growing Indian electronic
equipment market these strategies are not enough. The Indian middle
class, holds high the price factor, owing to their limited income. The
market in India is also heading towards saturation, thanks to incredibly
large number of domestic as well as foreign manufacturers.
The Indian economy has been open by reforms only in the recent
past. But this did not affect the domestic industry. Which had been
protected so long. The Indian BPL and Videocon continue to hold the
Lions Share in the Market. New foreign entrants like Akai, Aiwa etc.,
have been able to make considerable inroads with assistance from
Indian marketing majors like Baron Group, especially by playing the
price control. Some brands like LG and Samsung are winning
customers with quality as well. However quick adaption to changing
environment, requirements and technological advancement is the
name of the game in this market sector.
Thomson, a new foreign entrant, though in a weak position in the
CTV market, is on a slow but steady path of growth. The marketing
policies are in the right direction. But need a lot of thrust to catapult
the brand towards ultimate leader waging price war is also suggestible
to make quick inroads. The current trends as well as a team of
dedicated employees, support form parent organization and market
policy can make Thomson the market leader in about 5 years to come.
1.1 Indian Colour Television Market and its significance
Colour Television sales in the year ended march 31 1998 are
estimated at 24lakh units with a value of Rs.3000 crores. The brand
wise market shares as quoted by ORG on a value wise basis, along
with growth over the previous year are given in the accompanying
Table.
The year saw a sharp decline in selling prices especially for the
top end models, narrowing the price band for the product category.
The price decline coming in the form of innovative consumer
promotions led to a sharp increase in sales of CTVs as compared to
other white and brown goods.
The average sale price for the whole industry has however
increased indicating a shift in consumer preference to higher end
models.
Among the major players, BPL was the only Indian company to
register growth and is currently the market leader. The MNC brands –
Akai, Daewoo, LG, Thomson and Samsung – have registered growths
albeit over very small bases. The best known colour television
worldwide, SONY however, declined in value sales. Probably this is a
reflection of Sonys strategy of not wanting to get involved in a price
war.
Among the various size segments the 29 segment has growth
the fastest, thanks to akai’s aggressive pricing and incentive schemes.
At the same time, surprisingly the 20 segment has grown faster than
the more popular 21 segment.
Akai clearly has been the most high profile brand of the year and
has made huge gains. Its strategy of using pricing and replacement
schemes (along with a host of other consumer oriented promotions)
appears to be working for now. The strategy is simple – have a range
of very basic models, keep costs low, price products aggressively and
focus on the consumer. Various questions have been asked about
Akai’s ability of pricing products at the existing levels, which the
company has attempted to answer through full page advertisements in
national news papers.
Akai’s profit loss statement on the Internet shows a
global turnover in the region of Rs 1700 crores. Compare this with
Rs.142383 crores for SONY or for that matter with any other
international brand and one will realise that there cannot exist any
economies at the reported turnover.
Akai’s global turnover in fact is only slightly higher than that of
major Indian Brands. Its ability to sustain its current marketing
strategy in the CTV industry will remain in question probably resulting
in the company planning diversification into other fields.
BPL’s brand has been able to retain its leadership status through
a successful restructuring exercise carried out in early 1997 to help
synergise its operations and a very aggressive consumer promotion
Vande Mataram Celebreations, During the period September –
December 1997.
The company’s strong brand equity, high profile advertising and
aggressive pricing were the key elements of its strategy in an
increasingly competitive market.
Videocon, the other strong Indian Brand, lost ground marginally
but appeared to be on its way to recovery with an innovative money
Back offer launched towards the end of the financial year. While the
response to the scheme was mixed, it did bring in the initial volumes
expected by the company. It has been aggressively following its multi
brand strategy, tying up with Toshiba and Sansui during the year.
Philips, mostly perceived as an audio company, faced rough
weather in the CTV industry during 1997-98. With its management
and resources restructuring exercise, it hopes to be ba k on its tracks
in the current year. The company also plans to outsource most of its
Colour Televisions except in the 25” and 29” segment in the hope of
reducing costs.
Onida, one of the well known Indian Brands, fought its way back
towards the later half of the year. It took the route of aggressive
pricing and high impact advertising. It also entered into new segments
(28”) through its Unique Collection series. Its aggressive pricing
strategy is being supported through cheaper (Southeast Asian)
sourcing of components.
I.2 Scope of the Study
Scope of the investigation covering a wide field as amenities and
activities, limits of which cannot be rigidly laid down regarding its
scope. Scope can be interpreted in different companies, with verifying
stages of economic developments, political out look and social setup.
In brief scope as usage pattern and buying behavior of consumers can
be divied into five: cultural factors, social factors, personal factors,
psychological factors and believes and attitudes.
Four P’s of marketing such as product, price, place and
promotion also has important role in it. Product Mix consist of things
which are related to the quality of the product. Price Mix deals with the
various various printing strategies adopted by the company. Place Mix
deals with the factors which are related to the distribution patterns of
the company. Promotional Mix emphasis on the various incentives and
perks which are given to the sales force to promote the sales and
capture the minds of customers.
I.3 Importance of the Study
A research is conducted where there is need for an enquiry to be
conducted which would give a solution to the problems faced by any
organisation. This study was conducted effectively and efficiently to
accomplish the various objectives framed for solving the problems.
The researcher has conducted this study to consumer preference
and the factors influence buying decision in Colour Televisions, in
Thomson Consumer electronics (India) Limited. The research was
conducted in five districts of Kerala namely Thiruvananthapuram,
Kollam, Allappuzha, Pathanamthitta and Kottayam. State in relation to
the influence of various factors namely the quality, price etc.,
This study may provide a suitable solution from this inquiry,
which would help the organisation in promoting its products quality,
market position, consumer’s satisfaction and the expectations of the
ultimate consumers.
CHAPTER II
PROFILE OF THE COMPANY
II.1 Thomson – A Consumer Electronics Giant
THOMSON CONSUMER ELECTRONICS (TCE), a US $16 Billion
conglomerate, is the worlds fourth largest consumer electronics group.
It develops, manufactures and markets communications tools for the
present and the future. This includes television, VCRs, VCDs, DVDs,
audio and communications products, satellite decoders, picture tubes
and professional equipment. TCE also owns some of the most popular
American and European brands like RCA, GE, Proscan, Telefunken,
Nordmende, Ferguson, Saba and Brandt.
In the Colour TV & VCR market, Thomson ahs been No.1 in USA,
outselling Sony, Panasonic, Toshiba, Samsung, Daewoo & LG
combined, and the second largest in Europe for many years.
TCE has to its credit, some of the worlds biggest breakthroughs
in Consumer Electronics.
The world’s first B&W and CTV were launched by RCA, a
TCE brand
The wide screen television in 16:9 format was
commercially launched by TCE
TCE was in the forefront of developing the 1250 lines
resolution High Definition Television (HDTV) technology.
TCE invented Digital Satellite System (DSS), the world’s
smallest dish 46cm (18”) which can received 175 channels.
In the US, TCE is the leader in Digital Satellite System
(DSS).
Thomson Multimedia
Thomson Consumer Electronics India Limited (TCEIL), part of the
$16 billion conglomerate, Thomson multimedia, entered India in
September 1994, With the launch of its world class range of colour
televisions, audios and videos in the South. Thereafter, a distribution
network established throughout India put Thomson televisions into
over 300000 Indian Homes.
TCEI has developed a sales network comprising more than 2000
retail dealers service through 19 branch offices located in big cities
across the country. The after sales service network has the best
qualified technicians, who are strategically located to cater to a high
level of customer care and information needs. TCEI employs over 450
personnel for its operations in India, and has recorded a remarkable
85% growth each year in volume, for the last three years.
The colour television technology offered by Thomson in India is
not only hitech but also future proof. Thomson’s 53 cm (21”) Fusion
Nicam Television, introduced in 1996, has a Digital Nicam Stereo
reception (near Instantaneous Compounded Audio Multi Plexing)
capable of telecasting one programme in 3 different languages
simultaneously providing facility for high quality digital stereo audio
output. The other lines of TVs, Quadra and the recently introduced
RCA colourtrak come in different sizes and variants. The world’s
largest rear projection colour television 203cm(80”) is manufactured
and marketed only by TCE.
THOMSON – Multimedia – The parent Company
From its leadership position in its core consumer electronics
business, Thomson Multimedia has taken advantage of the
convergence of the TV, Information Technology and
Telecommunications businesses to seize the leadership in the
emerging markets for digital and multimedia products. THOMSON
multimedia is particularly active in the development of new services
linked to the TV set, such as electronic program guides, Internet
access, interactivity features.
II.2 Company Product’s and It’s Features
THOMSON 10” PERSONAL TV – THE WHITE BEAUTY
Thomson has notched up yet another industry first in India. A
slick handy 10” (25cm) personal CTV. Beautifully compact and white
the personal TV is the smallest TV available in the Indian CTV market
with a unique splash proof panel and remote control. The TV can be
installed in any room of the home not necessarily in the kitchen. It can
operate on DC & Car battery.
The Home Cinema Revolution
Thomson has launched the Digital Video Disc Player, the latest
and most advanced video player for the Home Theatre Buff.
The innovative Thomson DVD system can play any feature film in
full length on a 12cm compact disk with unrivalled digital and audio
performance. This is the truest cinema experience ever offered by a
consumer entertainment product.
In the US, Thomson is No.1 in DVD Sales.
Black Diva
This television features the high resolution 100 Hz Digital
Mastering Technology which gives the most perfect, natural, flicker
free picture. The clarity of the NICAM Digital Stereo is enhanced by the
5 speaker sound system which includes a top bass boomer. This extra
ordinary Digital 100 Hz TV can also be used as a computer monitor.
So you can watch TV and surf the net.
33” large screen TV – clearly The Bigger Picture
This TV features a high performance picture system which
include a NTSC Colour Comb Filter, Beam Scan Velocity Modulation
(BSVM) and Colour Transient Improvement (CTI).
Realistic sound effects are brought about by Dual Stereo – Nicam
Digital and German A2 stereo, Wide Surround Effect, Surround Speaker
Connections, 200 Watts PMPO with 2 high performance speakers and a
pair of bass speakers and expanded stereo.
Technozen 29
Thomson Technozen by world – renowned designer starck is a
departure from everything banal and mediocore From digitally
mastered picture to unimaginable sound, to a design fully incorporated
with personality and friendliness. It’s an emotional and sensory
experience.
Some of the unique features of the Technozen are:
100 Hz with Advanced Digital Mastering which eliminates visible
frame and line flicker as 100 Hz technology offers twice the picture
stability of today’s conventional 50 Hz sets, Superflat, Black Matrix,
Invar Picture Tube, a high performance picture tube that’s 30% flatter
than conventional ones, 2 tuner PIP which lets you watch 2 cable
channels simultaneously and scan the other channels by using the
channel guide, Nicam and German A2 Stereo and a high acoustic
sound output, 300 watts PMPO with 4 loud speakers and 1 Top Bass
Boomer, a Cabasse Sound System, Expanded stereo and Matrix
Surround system.
29 SFS Dolby Prologic – An Odyssey of entertainment
the 29 SFS DP lets you create your own cinematic experience
with Dolby Prologic. It boasts of Ultrasonic sound effects through a
built in Dolby Prologic Decoder, Sound effect selections, 300 watts
PMPO with Matrix surround sound effects, Nicam Digital and German
A2 Stereo and a 9 speaker system which includes 5 built in speakers
and 4 German made high performance external speakers to give you
Dolby Prologic Effects.
The High performance Picture System includes a superflat
picture tube, Black Matrix, Invar Mask Picture Tube, NTSC Colour Comb
Filter, Beam Scan Velocity Modulation (BSVM) and Colour Transient
Improvement (CTI).
CHAPTER III
OBJECTIVES OF THE STUDY
1. To know the customer preference in buying Colour television.
2. To determine the buying decision of consumers with regard to
colour television.
3. To find out the best media to reach the customer.
4. Opinion of consumers about the colour televisions in Indian
Market.
5. To find out the brand leader in colour television markets.
CHAPTER IV
RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the
Research Problem.
It may understand a science of studying how research is done
scientifically. In this study the researcher studied in various steps that
are generally adopted in studying the research problems along with
the logic behind them. It is necessary for the researcher to know not
only the research methods/ techniques but also the methodology.
In the methodology, the researcher discussed the objectives,
data and sources of data, tools used to analyse the data, sample
design and Limitations of the study.
IV. 1 Research Design
The research design used in this study was Descriptive Research
design. The study was conducted through survey method using well
formed questionnaire. The design used for the study to understand
the consumer awareness, consumer preference, consumer believes
and attitudes, consumer behaviour, buying decision etc.,
VI.2 Data and Sources of Data
For the purpose of analyzing and to accomplish the various
objectives of the study, the researcher was collected only primary data
through structured questionnaire survey method.
The questionnaire have prepared on the basis of discussions with
experts in the organisation.
The questionnaire survey method covers information like the
awareness, Advertisement effectiveness, media planning and attitudes
towards the brands.
Primary Data
The primary data was collected from the consumers of the five
district in Kerala, namely Tiruvananthapuram, Kollam, Pathanamthitta,
Alapuzha, Kottayam for the purpose of analysing consumer attitudes
etc.,
Secondary Data
The secondary data was collected for the support of study from
company reports, annual reports etc., additional information related to
sales details were got from discussion with company officials
IV.3 Concept Used
The income level of the respondents in the present study was
classified in four levels of income namely below 5000, 5000-
10,000,100,000-15,000,and above 15,000.
IV.4 Sample Design
The consumers in Kerala constitutes the universe of study. The
total sample size is 300 respondents. The sampling method adopted
was simple random sampling.
IV. 5 Tools of Analysis
Percentage Analysis
The percentage analysis was used throughout the study for
analysing the data like awareness, buying decision, preferences,
influencing factors for buying media planning and attitudes towards
the brand.
CHAPTER V
LIMITATIONS
1. The sample size was limited to 300 only and it prevents the
study from being centralized to the entire market.
2. It may not reflect the real picture of Indian Colour Television
industry because of the study area were restricted to five
districts in Kerala only.
3. The study is limited to a period of two months, so time
constraint was a problem.
CHAPTER VI
ANALYSIS AND INTERPRETATIONS
AGE GROUP OF RESPONDENTS
Table No.1
Age group No. of respondents Percentage
Below 72 24
25 –35 82 27.33
35 – 45 63 22.67
45 –55 52 17.33
55 and above 26 8.67
Total 300 100
Source : Primary Data
Inference
The responds for the study was 300 out of which majority of
respondents 27.33% were in between 25-35 age group and 22.67% of
respondents were in between age group of 35-45, 17.33% of
respondents were between the age group of 45-55. Respondents
below 25 and above 55 were 24% and 8.67% respectively. The above
table also reveals that the majority of respondents who fall in the age
group of 25-35 who brought colour television.
OCCUPATION LEVEL OF RESPONDENTS
Table No.2
Occupation No. of respondents Percentage
Business 70 23.33
Service 90 30
Private Sector 66 22
House Wife 20 6.67
Student 24 8
Others 30 10
Total 300 100
Source : Primary Data.
Inference
Out of 300 respondents 30% respondents were in government
service, 23.33% of respondents doing business, 22% of respondents
were in private sector, 10% percentage of respondents were in other
segment 6.67% of respondents were Housewives, 8% of respondents
were students. The above table also reveals that majority of
respondents falls in government sector (30%).
INCOME LEVEL OF RESPONDENTS
Table No.3
Income No. of respondents Percentage
Below 5000 66 22
5000 – 10000 144 48
10000 – 15000 72 24
15000 and
above
18 6
Total 300 100
Source : Primary Data.
Inference
The respondents were classified into various groups. Most of the
respondents (48%) fall in the income level of Rs.5000-10000. The
income group of Rs.10000-15000 were 24%. Below Rs.5000 there
were 22% and 6% respondents were above Rs.15000.
SIZE OF THE COLOUR TELEVISION IN USE
Table No.4
Size of the
television
No. of
respondents
Percentage
14 inch 26 8.67
20 inch 56 18.67
21 inch 164 54.67
25 inch 38 12.66
29 inch 10 3.33
Above 29 inch 6 2
Total 300 100
Source : Primary Data.
Inference
Out of 300 respondents 54.67% use 21 inch, 18.67% use 20”,
12.66% of the respondents use 25”, 8.67% of the respondents use 14”
3.33% of the respondents use 29” and 2% of the respondents use
above 29” colour television.
Majority 54.67% of the respondents uses 21” colour television.
BRAND OF PRESENT COLOUR TELEVISION
Table No.5
Brand Name No. of respondents Percentage
ONIDA 24 8
PHILIPS 17 5.67
BPL 65 21.67
LG 18 6
SAMSUNG 13 4.33
SONY 44 14.66
VIDEOCON 32 10.67
THOMSON 22 7.33
SHARP 16 5.33
AIWA 12 4
AKAI 14 4.67
PANASONIC 15 5
SANSUI 8 2.67
OTHERS 0 0
Total 300 100
Source : Primary Data.
Inference
Out of 300 respondents 21.67% uses BPL, 14.6% uses SONY,
10.67% uses VIDEOCON, 8% uses ONIDA, 7.33% uses THOMSON,
6%uses LG, 5.33% uses SHARP, 5.67% uses PHILIPS, 5% uses
PANASONIC, 4.67% uses AKAI, 4.33% uses SAMSUNG, 4% uses AIWA,
2.67% SANSUI.
FACTORS AFFECTING FOR BUYING COLOUR TELEVISION
Table No.6
Factors that influenced to buy present TV
No of respondents
Percentage
Advertisement 56 5.03
Dealers 42 3.77
Special Features 210 18.85
Quality 272 24.42
Warranty 168 15.08
Price 180 16.16
Durability 162 14.54
Friends & Relatives 24 2.15
Total 300 100
Source : Primary Data.
Inference
Out of 300 respondents 24.42% chose their television depending
on quality 18.85% bank on special features. 16.16% on Price, 15.08%
on guaranty. 14.54% on durability, 5.03% on Advertisement, 3.77% on
dealers, 2.13% are influenced by friends and relatives.
The majority (24.42%) goes by quality.
SATISFACTION LEVEL OF CONSUMERS
Table No.7
Satisfaction Level
No. of respondents Percentage
Highly Satisfied 52 17.33
Satisfied 204 68
Neutral 18 6
Dissatisfied 14 4.67
Highly dissatisfied
12 4
Total 300 100
Source : Primary Data.
Inference
Out of 300 respondents 68% of customers are satisfied with their
present TV set, 17.33% are highly satisfied, 6% are neutral, 4.67% are
dissatisfied and 4% are highly dissatisfied.
Majority 68% are just satisfied with their present TV set.
OPINION OFCONSUMERS ABOUT COLOUR TELEVISION
Table No.8
Brand Name No. of respondents Percentage
AKAI 1338 4.90
BPL 2746 10.07
ONIDA 2248 8.24
PHILIPS 2106 7.72
LG 2186 8.01
SONY 2894 10.61
THOMSON 2628 9.63
AIWA 1900 6.96
VIDEOCON 1798 6.59
SAMSUNG 2076 7.63
SANSUI 1638 6.00
SHARP 1852 6.79
PANASONIC 1870 6.85
Total 27280 100
Source : Primary Data.
RANKING METHOD
Rank I II III IV V VI VII VIII IX X XI XII XIII
Points 13 12 11 10 9 8 7 6 5 4 3 2 1
Inference
Majority of people rate Sony high 10.61% following suit closely
are BPL 10.07% Thomson 9.63%, Onida 8.24%, LG 8.01% Samsung
7.63%, Aiwa 6.59%, panasonic 6.55%, Sharp 6.79%, Videocon 6.59%
Sansui 6%, and Akai 4.90%
SONY has majority opinion of 10.61%.
CONSUMERS OPINION ABOUT CHANGING PRESENT COLOUR TELEVISION
Table No.9
Response No. of respondents Percentage
Yes 44 14.67
No 256 85.33
Total 300 100
Source : Primary Data.
Inference
Out of 300 respondents 85.55% of people do not what to change
their TV where 14.67% are in favour of change.
Majority (85.55%) sense satisfied with their present TV.
OPINION OF CONSUMERS IF YES
Table No.10
Time period No. of
respondents
Percentag
e
Within a month 14 31.82
Within one year 24 54.55
After One year & above 6 13.64
Total 300 100
Source : Primary Data.
Inference
Out of 300 respondents 54.55% of people in face of chance
would not in an year. 31.82% in 6 months and 13.64% after one year.
Majority would change in one year.
BRAND OF COLOUR TELEVISION WISH TO BUY
Table No.11
Brand name No. of respondents
Percentage
SONY 12 27.27
BPL 8 18.18
LG 6 13.6
THOMSON 5 11.36
ONIDA 3 6.82
SHARP 4 9.09
PANASONIC 2 4.55
PHILIPS 4 9.098
Total 44 100
Source : Primary Data.
Inference
Majority would change the brand to Sony 27.27% followed by
BPL 18.18%, LG 13.64%, Thomson 11.36% Onida 1.82% Sharp 9.09%
Philips 9.09% and Panasonic 4.83%.
Majority 27.27% of people prefer SONY.
SIZE OF COLOUR TELEVISION LIKE TO OWN
Table No.12
Size of colour
television
No. of
respondents
Percentag
e
14 inch 0 0
20 inch 0 0
21 inch 26 59.09
25 inch 16 36.36
29 inch 2 4.54
Others 0 0
Total 44 100
Source : Primary Data.
Inference
Out of 300 respondents.59.05% people prefer 21 inch, 36.36%
prefer 25 inch, 4.54% people prefer 29 inch & 20 inch and 14 inch
preferred by none.
Majority 59.09% prefer 21 inch CTV.
FACTORS INFLUENCING BUYING DECISION
Table No.13
Factors Ranking Points Percentage
Special features 1442 17.61
Quality 1772 21.64
Price 1304 15.93
Durability 1270 15.51
Warranty 4104 13.48
Discount sale 718 8.77
Special offer 580 7.07
Total 8190 100
Source : Primary Data.
RANKING METHOD
Rank I II III IV V VI VII VIII
Points 8 7 6 5 4 3 2 1
Inference
Out of 300 respondents 21.64% respondents see quality as the
influencing factor for taking buying decision. 17.61% of respondents
for special featurers, 15.92% of respondents look price, 15.51% for
durability, 13.48% for Warranty, 8.77% bank on discount sale and
7.07% are influenced by special offer.
Majority 21.64% are influenced by quality.
PRICE VS QUALITY
Table No.14
No. of
respondents
Percentag
e
Price 4 1.33
Quality 296 98.67
Total 300 100
Source : Primary Data.
Inference
Out of 300 respondents 98.67% prefer quality over price the
average of price 1.33%.
Majority is to quality 98.67%.
MEDIA FOR PROMOTION OF CTV
Table No.15
Media Name No. of respondents
Percentage
Television 2262 20.85
Newspaper 2026 18.68
Magazines 1752 16.15
Banners 1274 11.74
Word of mouth 856 7.89
Bill boards 758 6.99
Point of purchase 824 7.60
Hoardings 1096 10.10
Others 0 0
Total 10848 100
Source : Primary Data.
RANKING METHOD
Rank I II III IV V VI VII VIII IX X
Points 10 9 8 7 6 5 4 3 2 1
Inference
Out of 300 respondents 20.85% of respondents see TV as media
for promoting CTV sets. Followers close by are News paper 18.68%,
Magazines 16.15%, Banners 11.7%, word of mouth 7.89%, billboards
6.99%, point of purchase 7.6%, Hoardings 10.10%.
Television remains the popular media with 20.85%.
CHAPTER VII
FINDINGS
1. The age group of majority of respondents 27.33% were in
between 25 – 35 age group.
2. Majority of the respondents 30% were in service sector.
3. The Most of the respondents 48% were in income level between
5000–10000 were maximum.
4. It was found that majority of respondents 54.67% were using 21
inch Colour Television.
5. Majority of the respondents 21.67% were using BPL Colour
Television.
6. The brand leader in colour television market was found to be
BPL.
7. Majority of the people prefer quality over price as an important
factor for buying colour television. Out of 300 respondents
24.42% choose their Television depending on quality.
8. Almost every respondents 68% were satisfied with the
performance of the present Colour Television.
9. Sony was considered the best Colour Television by majority.
10.61% people prefer it.
10. Majority of the respondents 85.55% did not want to change the
present Colour Television.
11. Majority of respondents 27.27% wish to buy SONY Television
12. Majority of respondents 59.05% wish to buy 21” Television
13. It was found that the major factor affecting customers buying
decision is the quality of the product. Out of 300 respondents
21.64% respondents see quality as the influencing factor for
taking buying decision.
14. It was found that customers prefer good quality product.
15. Television media was found to be the best media in reaching and
influencing people. Out of 300 respondents 20.85% were see
Television as media for promoting Colour Television.
CHAPTER VIII
SUGGESTIONS
1. Company should strive for improve quality of the product.
2. To company should give more importance to quality up gradation
and customer orientation.
3. The company should give more importance for advertisement
through Television media.
4. To introduce low priced Colour television with basic features to
target lower level customers.
5. After sales service network should be increased.
CHAPTER IX
CONCLUSION
The study has been found out that most of the people prefer
quality as the main factor for taking buying decision . It is concluded
that if the company take the above said recommendations, then
Thomson will enjoy high market share over other brands in near future.
The firm has to concentrate more on promoting its core products to
maintain the firms position in the corporate world.
BIBLIOGRAPHY
Marketing Management - PHILIP KOTLER
Research Methodology - C.R. KOTHARI
Marketing Management - PILLAI AND BAGAVATHI
Marketing Research - D.D. SHARMA.
CONTENTS
Chapter No. Title
Page No
LIST OF TABLES
LIST OF CHARTS
I INTRODUCTION
I.1 Colour Television Marketing & It’s Significance I.2 Scope of the StudyI.3 Importance of the Study
II PROFILE OF THE COMPANY
II.1 Thomson – A Consumer Electronics GiantII.2 Company Product’s and It’s Features
III OBJECTIVES
IV RESEARCH METHODOLODY
IV.1 Research Design IV.2 Data and Sources of Data IV.3 Concept used IV.4 Sample Design IV.5 Tools of Analysis
V LIMITATIONS
VI ANALYSIS AND INTEREPRETATONS
VII FINDINGS
VIII SUGGESTIONS
IX CONCLUSION
APPENDIX
BIBLIOGRAPHY
DEPARTMENT OF MANAGEMENT STUDIES
KONGU ARTS AND SCIENCE COLLEGEErode – 638 107
CERTIFICATE
This is certify that the summer placement project entitled “A
SURVEY ON THE EFFECTIVENESS OF COMBINATION THERAPY
AND MONOTHERAPY IN THE TREATMENT OF DIABETIC
MELLITUS” done at “MICRO LABS“, Submitted to Bharathiar
University in partial fulfillment of the requirement for the award of
degree of Master of Business Administration, is a record of original
project work done by NAVEEN SUKUMARAN (Reg. No. 9835F0522)
during his period of study at Kongu Arts and Science College,
Nanjanapuram, Erdoe, under the supervision of Madam K. Poongudi
M.B.A.,
Signature of the Guide Signature of the candidate
Viva-Voce examination held on _____________
Head of the Department
Internal Examiner External Examiner
Principal
DECLARATION
I here by declare that the project entitled “ A STUDY ON
CONSUMERS PREFERENCE AND THE FACTORS INFLUENCING
BUYING DECISION IN COLOUR TELEVISION ” with reference to
Thomson Consumer Electronics (India) Limited, Cochin is an
original work done by me under the guidance of Mr.R.Anbalagan
M.B.A in partial fulfillment of the requirements for the award of the
degree, Master of Business Administration of the
Bharathiar University, Coimbatore.
Place : Signature of the candidate
Date :
(SREE KUMAR. M)
(Reg. No. 9835FO535)
STUDY ON CONSUMER PREFERENCE AND THE FACTORS
INFLUENCING BUYING DECISION IN CLOUR TELEVISION
(With Spl. reference to Thomson Consumer Electronics (India) Limited)
1. Name :
2.Place :
3. Age :
Below 25 25-35 35-45 45-55 55 and above
4. Occupation
Business Service Private sector
House wife Student Others
5. Income:
Below5000 5000-10000
10000-15000 15000 and above
6.Mention the brand of the colour television do you own?
ONIDA PHILIPS BPL LG
SAMSUNG SONY VIDEOCON THOMSON
SHARP AIWA AKAI PANASONIC
SANSUI Others (Specify)
_____________________
8. When did you buy your colour TV ?
6 months back 1year 1-3year 3years above
9. Mention the factors influenced you to buy your present TV?
Advertisement Dealers Special features
Quality
Warranty Price Durability Friends & Relatives
10. Are you satisfied with the performance of your present TV?
Highly satisfied Satisfied Neutral
Dissatisfied Highly dissatisfied
11. Rank the brands of colour TV would you prefer?
AKAI BPL ONIDA PHILIPS
LG SONY THOMSON AIWA
VIDEOCON SAMSUNG SANSUI
SHARP PANASONIC 12.Would you like to change your present TV?
Yes No
13. If yes, when would you like to buy it?
Within 6 months 1year 1years above
14. Mention the brand of colour TV would you like to buy?
(…………………………………………………….)
15.Mention the size of colour TV would you like to buy?
14” 20” 21” 25”
29” Others Specify _________________
16.Rank the factors would respect to influence you to buy?
Special features Quality Price
Durability Warranty Discount sale
Special offer Others Specify ______________
17. If any brand would offer colour TV in cheaper price, which one would you give importance?
Price Quality
18. Mention the hours do you watch television daily?
1hour 1-2 2-4 4 and above
19.Do you own more than one set in your home?
Yes No
Brands:…………………………..
20.Rank the media which is suitable for promoting colour TV?
Television News paper Magazines Banners
Word of mouth Bill boards Point of purchase
Hoardings Others Specify __________________
“ Thanking on spending your valuable time with us”
Place:
Date : Signature