1PROJECT REPORTONA STUDY ON CUSTOMER SATISFACTION AND PREFERENCE OF COLOUR TVBRANDS IN BANGALOREA PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT OF THEREQUIREMENTS FOR THE AWARD OF THE DEGREE OFMASTER IN BUSINESS ADMINISTRATIONTOM.S RAMAIAH INSTITUTE OF MANAGEMENTBYTARAKUL ALAM (11MB7806)UNDER THE GUIDANCE OFPROF.Mallieswari RM.S RAMAIAH INSTITUTE OF MANAGEMENTNEW BELL ROAD, BANGALORE-560054
2CERTIFICATEThis is to certify that this report of Final Project conducted on CUSTOMER SATISFACTIONAND PREFERENCE OF COLOUR TV BRANDS IN BANGALOREand submitted byTARAKUL ALAM, in partial fulfillment of the requirements for the award of the MASTERS INBUSINESS ADMINISTRATION to M.S.RAMAIAH MANAGEMENT INSTITUTE is a recordof bonafide training carried out under my supervision and guidance and that no part of this reporthas been submitted for the award of any other degree/diploma/fellowship or similar titles orprizes.GUIDE Signature:Name:Qualifications:Program Head Signature
3STUDENT’S DECLARATIONI hereby declare that the Project conducted on, CUSTOMER SATISFACTION ANDPREFERENCE 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 theMASTERS 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 otherDegree/Diploma/Fellowship or other similar titles or prizes .Place: Bangalore (TARAKUL ALAM)Date: Reg. No-11MB7806
4ACKNOWLEDGEMENTI extend my special gratitude to our beloved Deanand Academic HeadShri.V.NARAYANANand Program Head Dr. TRIVENI .P for inspiring me to take up thisproject.I wish to acknowledge my sincere gratitude and indebtedness to my projectguideProf.Mallieswari Rof M.S. RAMAIAHMANAGEMENT INSTITUTE Bangalore forhis /her valuable guidance and constructive suggestions in the preparation of project report.TARAKUL ALAM
5INDEXPART I INTRODUCTIONSr. No Content Page No.I Introduction 6-15II Problem of the statement 16III Research Objective 17IV Research Methodology 18-20V Limitation Of the Study 21PART II STRUCTURE OF THE PROJECTChapter No. Content Page No.Chapter I Literature Review 21-32Chapter II Industry Profile 33-43Chapter III &IVData Analysis and their Interpretations 44-84Chapter V Summary of Findings 85-88Chapter VI Conclusion and Suggestion 89-92Bibliography 93Annexure 94-97
7IntroductionThe colour television industry in India has seen a dramatic change during the past one decade asliberalization 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 customerstoday face a lot of dilemma at the time of taking a purchase decision to choose the brandbecause a number of substitutes available in the market. As a result of this, the manufacturersare now forced to behave like price takers rather than price makers. Under the circumstances, itis quite obvious that the companies will have to do more homework to respond to the needs andtastes of the customers in order to survive in this competitive market. When it comes to thepurchase decision of the TV customers, it depends on various product differentiation attributessuch as price, game and goodwill of the company, design and appearance, digital function, aftersales service, durability and warranty, power efficiency, financial incentives (free gifts, discountsand installments etc.), easy availability and smooth functioning.It is an accepted fact that the generation of information plays an important role in the field ofpolicy formation, marketing planning, strategy making and it also bridges the game between thebuyers and the sellers. This study may provide the TV companies with a launch pad and act as aguide that can help same in chalking out strategies to enlarge the market share and also enhancethe level of awareness among customers. In short, it can be claimed to be an accurate and timelyreport 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 thevarious counts of T.V. brands they use. The study also throws light on the customer‟s purchasebehavior with respect to color television. This study may provide the T.V. companies with alaunch pad and act as a guide that can help the same in chalking out strategies to enlarge marketshare and also enhance the level of awareness among customers and may help them to gain acompetitive edge over their competitors.
81. CUSTOMER:Customers are the most important people for any organization. They are the resource on whichnot 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 productsof an individual or organization mostly called the supplier or seller. However the term customeralso includes by extension anyone who uses or experiences the services of another. The wordderives from " custom, " meaning "habit "; a customer was someone who frequented a particularshop, 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 alsoindicate the importance of customers to businesses. The importance of the customers for anybusiness can be understood by looking at the huge expenditures that are being incurred byvarious companies for satisfying and retaining their customers. Before discussing further aboutcustomer 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 aninterruption of our work. He is the purpose of it. A customer is doing us a favor by letting usserve him. We are not doing him any favor. A customer is not a cold statistic; he is a flesh andblood human being with feelings and emotions like our own. A customer is not someone to argueor match wits with. He deserves courteous and attentive treatment. A customer is not dependenton us. We are dependent on him. A customer brings us his wants. It is our job to handle themproperly 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: PeterDrucker, Awell-known management expert, defined customers as: Aperson 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, definescustomer as: A person or organization that a marketer believes will benefit from the goods and
9services offered by the marketer‟s organization. As these above definitions suggest, a customer isnot necessarily someone who is currently purchasing from the marketer. In fact, customers mayfall intoone of three customer groups:Existing Customers –Consists of customers who have purchased or otherwise used an organization‟s goods orservices, typically within a designated period of time. Existing Customers are by far the mostimportant of the three customer groups since they have a current relationship with accompanyand, consequently, they give a company are as on to remain in contact with them. Getting theseExisting Customers to purchase more is significantly less expensive and time consuming thanfinding new customers mainly because they know and hopefully trust the marketer and, ifmanaged correctly, are easy to reach with promotional appeals.Former Customers –This group consists of those who have formerly had relations with the marketing organizationtypically through a previous purchase. However, the marketer no longer feels the customer is anExisting Customer either because they have not purchased from the marketer within a certaintimeframe or through other indications. The value of this group to a marketer will depend onwhether the customer‟s previous relationship was considered satisfactory to the customer or themarketer.Potential Customers –The third category of customers includes those who have yet to purchase but possess what themarketer believes are the requirements to eventually become Existing Customers. Theserequirements to become a customer include such issues as having a need for aproduct, possessing the financial means to buy, and having the authority to make a buyingdecision. Locating Potential Customers is an ongoing process for two reasons. First, ExistingCustomers 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 isnew customers that are needed in order for a business to significantly expand. Once we haveunderstood who a customer is, it is necessary to understand what customer satisfaction is andwhy it is important.
10CUSTOMER 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, levelof education, age, gender, hobbies and/or area of residence. For example, magazine advertisingsalespeople provide advertisers with customer profiles describing the type of person who will beexposed to the advertisements in that magazine. The description may include income,occupation, level of education, age, gender, hobbies, and/or area of residence etc. Thesecustomer profiles which are built by the companies help them to understand theircustomers better. Using this customers profile the companies are able to identify and segmenttheir potential customers.Customer satisfaction is an important theoretical as well as practical issue for most marketers andconsumers researchers (Dabholkar, 1995). Customer satisfaction can be considered to be theessence of success in today‟s highly competitive world of business. Thus the significance ofcustomer satisfaction and customer retention in strategy development for a market oriented andcustomer focused firm cannot be overstated. Consequently, customer satisfaction is increasinglybecoming a corporate goal more and more companies strive for quality in their products andservices (Bitner and Hubbert, 1994). Customer satisfaction is the felling or attitude of a customerproduct or service after it has been used and is generally described as the full meeting of one‟ssatisfaction (Oliver, 1980). Customer satisfaction is a major outcome of a marketing activitywhereby it serves as a link between the various stages of the consumer buying behavior. Forinstance, if the customers are satisfied with a particular service offering after its use, then theyare likely to engage in repeat purchase and try line extensions. A study conducted by Levesqueand McDougall confirmed and reinforced the idea that unsatisfactory customer service leads to adrop in customer satisfaction and willingness to recommend the service to a friend/relative. Thiswould in turn lead to an increase in the rate of switching over to the other brands by customers(East, 1997).
11Whether the buyer is satisfied after purchase on the offer‟s performance in relation to the buyer‟sexpectations. In general, satisfaction is a person‟s feelings of pleasure and disappointmentresulting from comparing a product‟s perceived performance or outcome in relation to his or herexpectation. If the performance falls short of expectations, then the customer is dissatisfied. Ifthe performance matches the expectations, then the customer is satisfied. If the performanceexceeds 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 arational preference. Xerox‟s senior management found that its “completely satisfied” customerswere six time more likely to repurchase Xerox products over the following 18 months, than its“very satisfied” customers (Thomas and SasserJr, 1995).There can be potentially many antecedents of customer satisfaction as the dimensions underlyingsatisfaction judgments are global rather than specific (Tailor And Baker, 1994). However, someargue that the customers develop norms for product performance based on general productexperiences, and these rather than expectations from a brand‟s determine theconfirmation/disconfirmation process (Cadotte, Woodruff and Jenkins, 1987).More recent work has argued that in addition to the cognitive components ,satisfactionjudgments are also dependent upon affective components as both coexist and make independentcontributions to the satisfaction judgements (Westbrook And Oliver, 1991).CUSTOMER SATISFACTION:The word “satisfaction” come from the Latin words „sati‟s‟ (enough) and „facere‟ (to door make). These words suggest the true satisfaction, which is fulfillment. Managerially,fulfillment usually translate solve the problem & satisfying the customers is not enough. Toproduce high level of loyalty, businesses need to move beyond more satisfaction, to customerdelight.MEASURING CUSTOMER SATISFACTION:There are several ways to gather input from customer. The simplest way to find out, howcustomer feel and what they want, is to ask them. If you have only 20 customers, you can talk toeach one personally. The advantage of this approach is that you will get a personal “feel” for
12each customer. The disadvantage is you will gather different information from each customerdepending on how the conversation goes. Some of ways in which you can approach the customerare listed below:I .CUSTOMER SURVEY:Customer surveys with standardized survey questions insure that you will collect the sameinformation from everyone. Remember that few of your customers will be interested in “fillingout a questionnaire”. Its work for them, without much reward. By launching a customer surveyas 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 mindII. FOCUS GROUP:Focus group is good ways to get informal input from group of customers or prospects. You bringin 5-10 customers or prospects and ask them questions or have them react to material. Youcan pay professional facilitator and video tape the whole session, or just lead an informaldiscussion 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 individualresponses, 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 actlike a focus group, but is set up to provide input over time. You may pay members, or simplybuy them dinner every quarter. There are many benefits to such groups. They give you a source
13of input from the customer viewpoint. They provide a sounding board for specific questions.They enhance your relationship with good customers who become more committed toyour 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 heperceives. If a company is able to provide both, this will lead to customer satisfaction. A satisfiedcustomer will develop loyalty towards the company and will buy product of same company againand again. At the same time he will recommend company‟s product to others. This willhelp company in getting new customers. As a result company‟s sale will increase and profits willrise. 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 willaffect the image of the company and will result in loss of sale and profit. The cost of acquiringnew customer is 5 times more than keeping the old one. The old customer will remain with acompany only if they are satisfied with the services provided by the company. If a customer hasa major complaint, 91 % of such customers will not buy from the company again. If the problemis resolved quickly, 82 % of them will return. So a company should see that it is able to meetexpectations 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 StepsStep 1 – Understanding Customer ExpectationsStep 2- Promises to CustomersStep 3 – ExecutionStep 4 - Ongoing Dialog with a CustomerStep 5 - Customer Satisfaction SurveysStep 1– Understanding Customer Expectations:
14 How customer‟s “wants and needs”, customer‟s standards and expectations, areincorporated into our promises to customers to not only make a sale, but achieve highCustomer Satisfaction. We must know what our customers expect from us. We must work with our Customers toprecisely learn their expectations. Customer Expectations differ by region by country7Step 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 Experiencescertain 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 aticket is opened. Tickets are worked on. Customer problems are eventually solved. Depending on how the Problem Resolution is handled customer experiences Certain levelof “Customer Satisfaction”Step 4 - Ongoing Dialog with a Customer Executive meetings User Group meetings Other meetingsStep 5 - Customer Satisfaction Surveys and Metrics
15 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 overthe different color T.V. brands of customer perception towards the color T.V. brands and thelevel of satisfaction of the customers.The present study aims at ascertaining the television customer‟s preference over the variouscounts of T.V. brands they use. The study also throws light on the customer‟s purchase behaviorwith respect to color television. This study may provide the T.V. companies with a launch padand act as a guide that can help the same in chalking out strategies to enlarge market share andalso enhance the level of awareness among customers and may help them to gain a competitiveedge over their competitors.
16Objectives:Different Companies/brands are available in the consumer durable market to customers likeSony,Samsung, LG, Philips, ONIDA etc.The final decision of transaction is totally depend on the consumer, consumer mayhave different perception for his satisfaction for particular brand and company hasto 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 companydelivering the product.
17Research methodologyResearch methodology is considered as the nerve of the project. Without a proper well-organizedresearch plan, it is impossible to complete the project and reach to any conclusion. The projectwas 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 researchproblem. Research methodology not only talks of the methods but also logic behind the methodsused in the context of a research study and it explains why a particular method has been used inthe preference of the other.Research designResearch design is important primarily because of the increased complexity in the market as wellas marketing approaches available to the researchers. In fact, it is the key to the evolution ofsuccessful marketing strategies and programmers. It is an important tool to study buyer‟sbehavior, consumption pattern, brand loyalty, and focus market changes. A research designspecifies 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 toobtain 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 inBangalore. It will help in finding out what different customer expects from color T.V. theypurchase and whether they are satisfied with the product or not.
18The General study was converged as a specific study for different colour TV brand. The studywas initiated to find out the consumer satisfaction and preference towards different colour TVbrand. 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 researchdesign method. This type of research is also a grouping that includes many particularresearch methodologies and procedures, such as observations, surveys, self-reports, andtests. Unlike qualitative research, descriptive research may be more analytic. It oftenfocuses on a particular variable or factor the data collection procedures used indescriptive research may be very explicit.Method of data collection:To know the consumer switching cost between the different color TV brands, the study woulddone on the consumer variables towards the buying decision process so the appropriateQuestionnaire would be done for the data collection on following variables1) Income2) Brand loyalty3) BenefitsSampling 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 collectinginformation.Source of data:Data will be collected from both the sources primary sources as well as secondary sources.
19● Primary data: The primary data will be gathered with the help of well-structuredquestionnaire 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 respondentswill be selected through the non random sampling plan. The collected data will be analyzed bypercentage 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 .Thequestionnaire was meticulously prepared by identifying the various variables. The same scale ofyes/no and very important, important and not so important was used throughout so as to makethe respondent comfortable.Firstly a questionnaire was prepared and few people were surveyed. After this survey we realizedthe flaws in the questionnaire and then a modified questionnaire was prepared and people weresurveyed on this modified questionnaire.Data AnalysisThe 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 andunambiguous. 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. Thisdiagram consists of a circle of divided into a number of sectors, which are proportional to thevalues they represent. The total value is represented by the full create. The diagram bar chart canmake comparison among the various components or between a part and a whole of data
20Bar chart:This is another way of representing data graphically. As the name implies, it consist of a numberof whispered bar, which originate from a common base line and are equal widths. The lengths ofthe bards are proportional to the value they represent.LimitationsResponse Errors –These may arise when the respondents give inaccurate or incomplete answers. For e.g. in oursurvey a respondent may not mention that he had test driven a TV before purchasing it A majorproblem faced in the survey involved the comparative ratings of various attributes for all thebrands of TV. Many of the respondents were not very willing to rank so many factors as theyperceived it to be time consuming.Open Ended Questions –All the questions in the questionnaire were open-ended to avoid any kind of bias from therespondents end. But a drawback of this approach is that there was an incomplete capture of hisresponses, as the respondent could not always come out with the purchase steps and the timetaken 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 populationof interest. The area covered in the survey was Bangalore region and the customer preferencesand tastes in different Regions could not be covered.
22Customer satisfaction is an important theoretical as well as practical issue for most marketers andconsumers researchers (Dabholkar, 1995). Customer satisfaction can be considered to be theessence of success in today‟s highly competitive world of business. Thus the significance ofcustomer satisfaction and customer retention in strategy development for a market oriented andcustomer focused firm cannot be overstated. Consequently, customer satisfaction is increasinglybecoming a corporate goal more and more companies strive for quality in their products andservices (Bitner and Hubbert, 1994). Customer satisfaction is the felling or attitude of a customerproduct or service after it has been used and is generally described as the full meeting of one‟ssatisfaction (Oliver, 1980). Customer satisfaction is a major outcome of a marketing activitywhereby it serves as a link between the various stages of the consumer buying behavior. Forinstance, if the customers are satisfied with a particular service offering after its use, then theyare likely to engage in repeat purchase and try line extensions. A study conducted by Levesqueand McDougall confirmed and reinforced the idea that unsatisfactory customer service leads to adrop in customer satisfaction and willingness to recommend the service to a friend/relative. Thiswould 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‟sexpectations. In general, satisfaction is a person‟s feelings of pleasure and disappointmentresulting from comparing a product‟s perceived performance or outcome in relation to his or herexpectation. If the performance falls short of expectations, then the customer is dissatisfied. Ifthe performance matches the expectations, then the customer is satisfied. If the performanceexceeds expectations, the customer is highly satisfied or delighted (Sussan and David, 1999).
23High Satisfaction or delight creates an emotional bond with the brands or company, not just arational preference. Xerox‟s senior management found that its “completely satisfied” customerswere six time more likely to repurchase Xerox products over the following 18 months, than its“very satisfied” customers (Thomas and SasserJr, 1995).There can be potentially many antecedents of customer satisfaction as the dimensions underlyingsatisfaction judgments are global rather than specific (Tailor And Baker, 1994). However, someargue that the customers develop norms for product performance based on general productexperiences, and these rather than expectations from a brand‟s determine theconfirmation/disconfirmation process (Cadotte, Woodruff and Jenkins, 1987).More recent work has argued that in addition to the cognitive components, satisfactionjudgments are also dependent upon affective components as both coexist and make independentcontributions to the satisfaction judgments (Westbrook And Oliver, 1991).
24Laldinliana, Assistant Professor, Department of commerce, MizoramUniversityThis article was published in Indian Journal of Marketing on October, 2012Vehicles are identified as a means of logistics and conveyance, a dynamic and livelihood andeven an insight of wealth and luxury. Whatever perception be, vehicles, whether two wheelers orfour wheelers, are expensive and need constant care and maintenance. This paper tries to studythe factors considering buying two wheelers and four wheelers.The concept of consumer behavior is of prime importance in marketing. Understanding theconsumer 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 ofhomogeneous population and common ethnicity. In Mizoram Population is almost evenlydistributed in rural and urban areas, though the distribution of wealth would be skewed sharplytowards the urbinates.IN this article, the researcher made an attempt to make a comparative studyon the buying behavior of households towards two-wheelers and four-wheelers in rural andurban area of Mizoram.In this article researcher was applied descriptive research design for the study. A question wasdesigned to enquire both the rural and urban areas. For allocation the sample, Bowley‟sallocation is used to select the rural and urban areas. A among the 8 district in Mizoram, 40households were taken from urban areas and 40 households were taken from rural areas. In all640 households, 40 from urban areas and 40 from rural areas were drawn as urban and rural
25samples respectively to represent the whole state. The random sampling method was used for thepurpose of identifying the household customers in each area.Two-wheeler has become a more of fashion statement for the youth. In the field researcherobserved that most owned bikes among the respondents were Pulsar manufactured by Bajaj andKarizma by Hero Honda, but after Yamaha launched R-15 and FZ at affordable price, thecustomers were more inclined towards the Yamaha and these introduction pushed the sales ofYamaha among the Mizo youth, making it the largest selling bike in the year of 2009 accordingto market souces.Out of 640 households only 31.72% of the household respondents owned atwo-wheeler. Price was the major consideration for rural households as compared to urbanhousehold. Again 43.68% of the urban were influenced by promotions as compared to only20.55% of the rural households. By using Homogeneous Chi-square method was found that thereis 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 andtherefore the 78.44% household respondents were not asked to respond this question. Afteranalyzed the data, researcher was found that price to be main factors influencing the ruralrespondents (89.47%), while after sales service was the main consideration by the urbanrespondents (30.25%), followed by promotion(23.53%), and appearance (17.65%). By usingHomogeneous Chi-square method was found that there is no difference between urban and ruralrespondents with regard to buying factors for four-wheelers.By this article we can understand the buying behavior of urban people and rural people towardstwo-wheeler and four-wheeler. We can know by this study that the rural people are too muchprice conscious as compared to the urban people. We can also observe that promotion is the mostimperative buying factor for the urban people as compared to rural people.
26SamikShome Assistant Professor, Alliance School Business, AllianceUniversityAindrilaRoy , Business Analyst, Wipro Technologies.They together were published an article on Online Discount Couponing in IndianJournal of Marketing on October, 2012.There has been a lot of buzz and activity in and around the discount couponing industry in Indiafor the last couple of years. In this research paper,the paper has an attempt to study the Indiandiscount couponing industry in terms f its modus operandi, competitive structure as per Porter‟sframework, business potential and growth.Internet5 and telecommunications have changed the face of communication and business processglobally in 21stcentury. For a developing country like India, rapid penetration of the internet andtelecommunication into the masses has led to faster growth in all spheres of life, especially inbusiness development, communication, education and infrastructure among others E-commercewhich 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 discountcouponing in India. The study is expected to bring into focus the new avenue of buying patternamong the consumers in India.The researcher has used Porter‟s five forces model to understand the competitive structure of theindustry.By using this Porter‟s Five Forces model researcher has found the following things
27Intensity of Rivalry: There is intense rivalry between the firms and there is not much differencein the offering from one portal to another.Bargaining Power of Buyers: The level of Brand loyalty is low and brand switching is practicedrampantly by the users. So, the buyers have a high bargaining power.Bargaining Power of Suppliers: here the researcher inferred that the bargaining power of supplieris medium.Threat of Potential Entrants: There is not much of initial investment required, therefore the entrybarriers 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 inBangalore to check the awareness of discount coupon sites. A convenient sampling was followedwith the criteria that the respondent should at least have a credit or a debit card or have an accessto net banking facility because either of the is minimum requirement for making any transactionin the discount coupon industry. A pilot survey was also conducted among 10 people to pre-testthe validity of the well-structured questionnaire. The Sample size for this study was 200 and thequestionnaires 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 thediscount coupon industry.69.2% respondents having access of net banking and 80.8% havingaccess either credit card and debit card.10.6% of the respondents used discount coupons on adaily basis and 37.5% respondents used the coupon on special occasions while majority ofrespondents are using during the weekends.The Indian Discount Couponing Industry is at a nascent stage. Majority of the respondents areusing discount coupon and they are aware about it because of its convenience.
28D.K.Pandiya, Professor and Head, Department of Commerce, AssamUniversityBrajesh Kumar, Assistant Professor,Department of Commerce, AssamUniversityRajashreeBhattacharjee, Research Scholar, Department of Commerce, AssamUniversityThey altogether were published an article on Customer Satisfaction and Preferencetowards colour TV brands in Silchar, Assam in Indian Journal of Marketing onAugust,2012.In the era of technological advancement, the TV manufacturing companies are introducingvarious new features in their brands. Today a bundle of brands are available with several optionssuch as lower price, higher quality, better performance and world services along with powerefficiency, digital functions etc. All these put to pressure on the ordinary customers and make it acomplex and confusing decision as to what to purchase and how to purchase. It is quite tounderstand that the generation of information plays a very crucial role in the formulation ofmarketing strategies and its provides a link between the customer and the organization. This ismainly 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 thevarious counts of the TV brand they use. This study also throws light on the customers‟ purchasebehaviour with respect colour television.Since the study is conducted in Silchar only, so the result of this study may not be applicable inother areas.
29In this study the Researchers were using a cross-sectional descriptive research design.The samplesize of this study 100 and the data was collected from the respondents who owned colourtelevision 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 forbetter pictorial understanding.By analyzing data the Researcher observed that most of the people were having LG colour TVand least people were having Philips colour TV brand. Here it can be safely said that LGpossessed the maximum sales volume in Silchar, Assam.It is also observed that maximum number of respondents were influenced by friends arerelatives. Very few respondents were influenced by advertisement on hoardings and others. Fromthis study it can be said that friends and relatives were the main source for influencing thecustomer.By this study the Researcher analyzed that the highest level of satisfaction enjoyed by the TVcustomer in Silchar Town over the attribute Price and least number of respondents were satisfiedwith the incentives in The Silchar Town.By this study the Researcher analyzed that 34% respondents were willing to replace their presentof 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 willingto 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 inretaining 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 customerpreference and also to know about the current market situation if they want to increase theirmarket share. Price is the major factor by which TV customers were highly satisfied in differentproduct differentiation attributes. Friends and relatives and advertisement on TV were the mainsource which influenced the respondents to purchase their respective brands of colour TV.
30LG was found to be the most popular brand of colour TV and the popularity of Philips brand ofcolour television was at the least level in Silchar.Sunil Giri, Assistant professor, College of Management, VaishnoDevi University, Jammu and Kashmir.Vishal Sharma ,Research Scholar, College of Management, VaishnoDevi University, Jammu and Kashmir.They were together published an article of Food Products Packaging‟s effect onConsumer Behaviour in Indian Journal Of Marketing on May, 2012.In today‟s competitive business environment, the role of packaging has changed due to theconsumer‟s lifestyle change and increasing self-service. Packages acts as a good tool of salespromotion, which also stimulates consumer impulsive buying behaviour (Wells, Farley &Armstrong, 2007), which increases market share and cuts various costs involved in marketing. Inother words we can say that packaging acts as one of the most important factors in influencingconsumer‟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 moreattention to the product (Regina W.Y and Wen-Chun Chen). Based on the result of previousresearch this research paper tries to find out those key packaging which have an impact on theconsumer buying behaviour.The study was conducted in Jammu region only, so this study may not be applicable in otherareas and also the responses depend upon the mood of the respondent while answering thequestions, so there may be chances of misinterpretation due to bias and prejudices of therespondents to the questionnaireThe Researchers were used descriptive type of research to determine different level of elementshaving the highest amount of impact on consumer‟s purchase decision. The study was based onsurvey and data was collected from 250 respondents from Jammu and Kashmir region with thehelp of a well-designed pre-tested structured questionnaire. The sampling technique used was
31simple random sampling and convenience sampling. Factor analysis is also used to reduce thelarge number of factors to few factors, i.e. the most important factors that consumers keep inmind 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 wasfound to be highest for the celebrity picture on the peak and lowest for the expire date ofinformation, Standard Deviation for the vegetarian and non-vegetarian information was thehighest a lowest for the expiry date information. Similarly Variance was the highest for thevegetarian 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 alsothe value of Barlett‟s test was significant, so it can be assumed that that the factor analysis test issuitable for data/samples collected.All the variables having factor loading less than 0.4are not shown , then obtained result from thisstudy show that variables like colour, endorser, logo ,mood, price and celebrity picture have thehighest 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, ingredientshave the highest loading at the second component they were grouped under the factor namedInformation and Labeling on the Package. Variables like tagline, content, promotion having thehighest loading at the third components; they were grouped under the factor named PackagePromotion. Variables like Facts About products, Type of Packaging, Place of manufacture havethe highest loading at the fourth component;they were grouped under the factor namedPackaging Technique. Variables like manufacturing date, expiry date have the highest loading atthe fifth component; they were grouped under the factor named Product Labeling andInformation. Variables like creative idea, eco-friendly messages have the highest loading at thesixth 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 FactorFlavours of packed foods.Variables size of package has highest loading at the eighth
32component,hence named as Factor Sizes of the Packages Available. The variables Age hashighest 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 thereare only four factors which are effecting the buying behaviour of the customers. The factorCreative Promotion and Social Message has the highest impact on the buying behaviour of theconsumers.The result of this study did support the proposition that visual elements of the package influencechoice of the product to a great extent and labels ,social messages, graphics and colour arefrequently the more influence
34Before 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 noless 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 themajor share of the consumer durables market.Consumer durables market is expected to grow at 10-15% in 2007-2008. It is growing very fastbecause of rise in living standards, easy access to consumer finance, and wide range of choice, asmany foreign players are entering in the market. Consumer durables are the products whose lifeexpectancy 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-inappliances, tumble dryer, personal care products, etc.3. Moulded Luggage includes plastics.4. Clocks and WatchesCURRENT 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 refrigeratorshave 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 electricityscenario. The penetration level of color televisions (CTVs) is expected to increase 3 times by2008.On the brick of rapid economic growth, India has witnessed the dynamic change in country‟sconsumer electronics industry. In last few years the industry has been witnessing significantchanges 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
35Set. Today, India is fast emerging as the key driver in the global television market both as amanufacturer and consumer. In recent years, the market for televisions in India has changedrapidly 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 tothis, one of the most striking changes sweeping across the colour television market in Indianmarket is the exponential growth of the flat panel television (FPTV) market, in common parlancecalled the liquid crystal display(LCD) and plasma televisions. Moreover, as per recent researchdata available, the global market for FPTV is expected to grow from 51 million units in 2006 to127million by 2009Looking at the present scenario, over the last couple of years, the LCD prices have even droppedby around 30 per cent annually. Some of the important factors that boasted this growth alsoinclude the increasing awareness of the advantages of LCD televisions, the growing availabilityof the product across dealer counters and the Finance schemes in the market. Besides this, as amanufacturing hub, the television industry is improving more and more. There are manydomestic and MNC companies that have increased their production bases in the country. Easyavailability of low-cost skilled labor and the emergence of SEZs, which are tax-free zones, aresome 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 regionsnow.Today, India is one of the few emerging countries to have an excellent component supply base interms of manufacturing facilities for glass and color picture tubes, so it helps it a good choice forall 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
36INDUSTRY ANALYSIS- 5 FORCES MODELMichael Porter‟s Five Forces Model provides a robust and time-tested framework for analyzingany 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 thefive 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 eachof the above forces and the extent and /or effect of each element in the context of the televisionindustry have been analysed and enumerated below.The Porter‟s Five Forces tool is a simple but powerful tool for understanding where power lies ina business situation. This is useful; because it helps you understand both the strength of yourcurrent competitive position, and the strength of a position you‟relooking to move into. With aclear 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 partof 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 illuminatingwhen used to understand the balance of power in other situations.1. COMPETATIVE RIVALRY AMONG INDUSTRY (VERY HIGH)2. BARGAINING POWER OF BUYER (VERY HIGH)
373. BARGAINING POWER OF SUPPLIER (LOW)4. BARRIER TO ENTRY (LOW)5. THREATS OF SUBSTITUTES (LOW)1 Degree of RivalryDegree 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 Koreanmajors, though profits have suffered. Other large Indian companies in the top of the list are MircElectronics. While Mirc Electronics is managing to hold its share by adopting value for moneystrategy, 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. Theindustry is based on numbers game and companies will have to maintain a fine balance betweencatering to lifestyle requirements and meeting the needs of average consumer.
382. Competitor AnalysisA detailed analysis of some of the major players is done below:LG ELECTRONICSLG Electronics rightly understood the consumer motivations to create magnetic products, pricethem strategically, position them sharply and keep making the magnetism more potent. Havingunderstood 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 anaggressive marketer. It focuses on low and medium price products.SAMSUNGInitially the strategy of Samsung in India was to create premium image by emphasizing globalbrand. After facing stiff competition from another Korean major-LG, Samsung also startedplaying price game. In 2004 it reverted back to its premium positioning, although it resulted insome 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 readytelevisions like the 40" LCDP rejection TV, 43" Projection TV and the Plano series of FlatColour televisions.ONIDAIts 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 itsdigital technology. Like Videocon, it has also been able to hold its market share. The world-classquality of Onida has enabled the company to make a breakthrough on the export front. It hastechnical tie- up with the Japan Victor Company, better known as JVC. So focused is Onida onpositioning itself on the premium, high- tech plank that it is even planning to push its ownenvelope on obsolescence, much. The strategy is aimed at further broad basing the productoffering of the company, which has largely dominated the top-end of the television market,across multiple market segments.
39VIDEOCONVideocon has always been a price player and has an image of a low price brand. This entailsproviding more features at a given price vis-à-vis competitors. It has taken over multinationalbrands to cater to unserved segments, like Sansui- to flank the flagship brand Videocon in thelow to mid-priced segment, essentially to fight against brands like BPL, Philips, Onida and takenover Akai- tail end brand for brands like Aiwa.Videocon is one of the largest manufacturers of television and its components in India and thushas advantages of economies of scale and low cost due to indigenisation. It has the widestdistribution network in India with more than 5000dealers in the major cities. It also has a strongbase in the semi-urban and rural markets. Due to its multi-brand strategy, it has at presentmultiple brands at the same price point. This has led to a state of diffused positioning for itsbrands. It has also led to a cannibalisation of sales among these brands. The flagship brandVideocon has lost market share due to the presence of Sansui in the same segment. Because ofreduction in import duties on CPT the cost advantage of Videocon is also on the decline. Henceit is facing rough weather and also trying to boost exports.Besides understanding the strategy adopted by different players, several other factors-industrygrowth, concentration and balance, corporate stakes, fixed cost, and product differences need tobe 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 ontechnology, 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 haveproduct differentiation because customers had already familiar with those established consumerelectronics companies, therefore new entrants have to spend a lot on branding and customerknowledge. It is difficult to obtain a license; successful applicant has to undergo through a formof competitive evaluation, such as a comparative evaluation process.Threat of entry is determined by the entry barriers, which act to prevent new firms from enteringthe industry. A lower entry barrier makes it difficult for the existing producers to remain
40profitable for long. When profits increase, additional firms will enter the market to takeadvantage 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 itguarantee a country wide reach for a company‟s products but is also necessary for providinggood after sales service.Videocon has implemented ERP system, which helps in integrating the manufacturing,marketing, procurement and distribution services with the corporate officeLG 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 centersand 200 distributors in any town with more than 1 lakh population. All BPL dealers are linkedvia VSAT nodes, ensuring online availability of information on inventory status and salesmovement.Distribution hence is difficult and costly as established firms dominate distribution. Largeincentives are required to gain entry into the distribution channels and further gainrecommendation to retailers from the dealers.Brand Salience:With little product differentiation and parity products, it is imperative that distinct images arecreated in the minds of consumers through positioning and brand building. MNCs have been ableto compress the cost of brand building by amortising the cost of sponsoring international eventsacross 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 upstate of the art manufacturing facilities. Videocon has seven manufacturing site in India SonyIndia had a production capacity of 300,000 CTV sets with capacity utilization of 66%. Samsungis investing $4 mn to expand its CTV manufacturing capacity at Noida to 800,000 units per year.
41The 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 toachieve economies of scale, which is difficult because of large number of competitors. Apartfrom investments in manufacturing the industry requires huge working capital to manageinventories.Supply chain mgmt. and inventory management thus becoming crucial to Determiningprofitability. With regard to sourcing funds, MNCs are better placed than their Indiancounterparts 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 fewsubstitutes from other industry if any. Most of them seem to be obsolete or have one foot out ofdoor. Internet though emerging as an infotainment medium is very low in penetration. Moreoverthe industry has responded to the future threat by introducing a TV that can provide functions ofthe Internet along with regular features, e.g., BP Digital that includes Internet and cellularfacilities.Bargaining power of Buyer (high):The power of buyers is the impact that consumers can have on a producing industry. Buyerpower influences the prices that a firm can charge. Buyer power is influenced by various factorsas follows:Buyer Concentration:The industry is akin to consumer durables whose end users are fragmented. Hence buyers do nothave any specific influence on producers
42Buyer SwitchingCost:The cost incurred by consumer in switching from one television brand to another is practicallyzero. Brand loyalty is low. Hence the companies cannot rest on their laurels and have to be ontheir tenterhooks to retain the customers.Price Sensitivity:Market is highly price conscious and promotion driven. With the onslaught of VIDEOCON‟smajor 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 comeup with schemes. LG and Philips have 15. Been the most aggressive amongst industry leaders asfar 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 movedgradually towards higher priced CTVs. The domestic high-end CTV prices will follow the globalprice trend of declining prices. However, the Prices of domestic products would be higher thanthose of global products due to negligible demand in the domestic market and hence most likelyto be met through imports. Market is highly price sensitive as the Demand has increased with fallin prices.Bargaining power of supplier (low):In television industry, there is low bargaining power of Supplier‟s because big global supplychain management. There is direct negotiation with supplier in order to encourage reliablesupply, faster delivery and lower price. Bargaining power influences the cost and quality of inputmaterial. 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 around50% of the cost of television. While Black and White picture tubes are made in India, manymanufacturers still need to import colour picture tubes.The other important components include electronic circuit boards, tuners, high-tensiontransformers and moulded plastic casings. The demand for colour picture tubes (CPT) has beenrising steadily. But at the same time owing to customs and import liberalization, they had to facecompetition 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
43picture 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 domesticmarket. Samtel Colour, LG Hotline and JCT Electronics are the major domestic CPTmanufacturers 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 thelarger players an advantage over their smaller counterparts. The CPT, the most criticalcomponent in a CTV has no alternate use and therefore, the CPT industry is solely dependent onCTV players, mainly domestic and partly exports. Hence larger players like LG, Samsung andMirc etc. are able to negotiate better deals unlike other players.CONCLUSIONThe variables affecting the industry with regard to each of the five forces have been categorizedas favorable or adverse. Favourable variables have the potential to improve profitability, whileadverse variables reduce profitability of the industry. Some strategic initiatives, which could beadopted to leverage the favourable forces and protect themselves from the adverse ones, are asfollows:• R&D and Marketing will have to work closely together. R&D will have to play a role in costinnovation, which can cut component cost and raise performance. The number of defectives hasto be reduced at negligible levels. The quest should be to do even better. Each assembly line canbe made to compete with the other. • Vital to the spread out is the re-haul of distribution network. Home appliances havenecessitated separate dealers, many of them specialists. For sharper focus on all categoriesindividually, the market has to be opened wider.• Brand building will be important, so as to ensure brand preference. Marketers will have tostrategies to pull the consumer up the value escalator. A good fraction of sales if come from highmargin products as flat TVs and projection TVs would improve profitability of companies.Sharply differentiated products with effective communication on a continuous basis would be thekey for future. Challenge lies in creating higher order universal benefits and sensitizing the largeraudiences to it.LG and Samsung are likely to retain top positions.
44• Buyers are easily swayed by costs, which are also verified by the presence of large number ofproduct offerings. Focus would be on providing value for money to the consumer, with morebrands in the economy segment. The challenge before marketers is to span out, and address awider set of needs. They will have to identify segments not addressed by them so far and alsointroduce low price-point products aimed at rural markets.• Besides catering to the cost conscious segment, marketers need to segment the market on thebasis of psychographics, which will help in inducing brand loyalty through lifestyle andexperiential 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 factorsare expected to sustain the growth momentum at 10-12per cent during 2008-09 to 2010-11.
46Table1: Showing Gender of CustomersSr.No Brand Names Responses Gender Percentage1 Samsung 89 (total)70 Male 7919 Female 212. LG 33(total)25 Male 768 Female 243 Sony 52 (total)40 Male 7712 Female 234. Onida 8 (total)6 Male 752 Female 255. Others 18 (total)14 Male 784 Female 22
47Interpretation: It is clear from the data given in Table1 and Figure 1, among the 89 users ofSamsung TV 70 respondents are male and 19 respondents are female. In Case of LG TV, amongthe 33 users 25 respondents are male and 8 respondents are female. . In Case of Sony TV, amongthe 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 TVbrand, among the 18 users 14 respondents are male and 4 respondents are female.Inference:This figure shows that most of the respondents are male.0102030405060708090MaleFemaleMaleFemaleMaleFemaleMaleFemaleMaleFemale89 (total) 70 19 33(total) 25 8 52 (total) 40 12 8 (total) 6 2 18 (total) 14 4Samsung LG Sony Onida OthersPercentagePercentage
48Table2: Age of the RespondentsSr. No Brand Names Responses Age Percentage1 Samsung 8962 20-25 years 7025 25-30 years 281 30-35 years 11 35 and above 12. LG 3322 20-25 years 6710 25-30 years 301 30-35 years 30 35 and above 03 Sony 5237 20-25 years 7114 25-30 years 271 30-35 years 20 35 and above 04. Onida 85 20-25 years 623 25-30 years 380 30-35 years 00 35 and above 05. Others 1813 20-25 years 725 25-30 years 280 30-35 years 00 35 and above 0
49Interpretation: It is clear from the data given in Table2 and Figure 2 that among the 89 users ofSamsung 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 ofLG TV among the 33 respondents, 22 belongs to 20-25 years, 10 respondents fall under the ageof 25-30, 1 respondent belongs to 30-35 years and nobody falls under the age of 35 and above. Incase of Sony TV among the 52 users 37 falls under the age of 20-25 years, 14 respondents arebetween 25-30 years, only one respondent falls under the age of 30-35 years. In case of OnidaTV among the 8 users 5 respondents are between 20-25 years, 3 falls under the age of 25-30years and nobody falls under the age of 30-35 and above 35. In case other TV 13 falls under theage of 20-25 years, 5 fall under the age of 25-30 years and nobody falls under the age of 30-35an above 35.Among all the 200 respondents of colour TV, 169 respondents are between age of20-25 years , which is maximum compared to others age group, then 27 respondents falls in theage group of 25-30 years, 3 respondents in the age bracket of 30-35 years and only 1 in 35 andabove age group.Inference: This diagram shows preference of the customer of different level of age group0102030405060708020-25years25-30years30-35years35andabove20-25years25-30years30-35years35andabove20-25years25-30years30-35years35andabove20-25years25-30years30-35years35andabove20-25years25-30years30-35years35andabove89 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 OthersPercentagePercentage
50Table3: Showing Occupation of RespondentsBrand Names Responses Occupation PercentageSamsung 8927 Service 307 Self-Employed 855 Student 62Others 0LG 3310 Service 302 Self-Employed 621 Student 640 Others 0Sony 5217 Service 334 Self-Employed 831 Student 590 Others 0Onida 82 Service 251 Self-Employed 12.55 Student 62.50 Others 0Others 185 Service 281 Self-Employed 512 Student 670 Others 0
51Interpretation: It is clear from the data given in Table3 and Figure 3, Among the 89 users ofSamsung TV 27 respondents are service holder , 7 respondents having own business and 55respondents are students. Among the 33 users of LG TV 10 respondents are service holder, 2respondents having own business and 21 respondents are students. Among the 52 users of SonyTV 17 respondents are service holder, 4 respondents having own business and 31 respondentsare students. Among the 8 users of Onida TV 2 respondents are service holder, 1 respondentshaving own business and 5 respondents are students. Among the 18 users of Samsung TV 5respondents are service holder, 1 respondent having own business and 12 respondents arestudents.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 targetcustomer according to their occupation.01020304050607080ServiceSelf-EmployedStudentOthersServiceSelf-EmployedStudentOthersServiceSelf-EmployedStudentOthersServiceSelf-EmployedStudentOthersServiceSelf-EmployedStudentOthers89 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 OthersPercentagePercentage
52Table4: Income of respondentsSr. No Brand Names Respondent Income Percentage1 Samsung 8953 10000-20000 5914 20000-30000 1615 30000-40000 177 40000 and above 82. LG 3318 10000-20000 558 20000-30000 245 30000-40000 152 40000 and above 63 Sony 5225 10000-20000 4910 20000-30000 199 30000-40000 178 40000 and above 154. Onida 85 10000-20000 622 20000-30000 251 30000-40000 130 40000 and above 05. Others 188 10000-20000 445 20000-30000 283 30000-40000 172 40000 and above 11
53Interpretation: It is clear from the data given in Table 4 and Figure 4,among the 89 users ofSamsung TV 53 respondents are earning between 10000-20000,14 respondents are earningbetween 20000-30000, 15 respondents earning between 30000-40000,only 7 respondents earning40000 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 25respondents are earning between 10000-20000,10 respondents are earning between 20000-30000, 9 respondents earning between 30000-40000,only 8 respondents earning 40000 andabove. Among the 8 users of Onida TV 5 respondents are earning between 10000-20000,2respondents are earning between 20000-30000, 1 respondent earning between 30000-40000,noone is earning 40000 and above. Among the 18 users of other colour TV 8 respondents areearning between 10000-200005 respondents are earning between 20000-30000, 3 respondentsearning 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 tomodify the products according the buying capability of the customer, which dependsupon the Income level. Here I can infer that there are all income level people available in this segment socompany needs a good product range.01020304050607010000-2000020000-3000030000-4000040000andabove10000-2000020000-3000030000-4000040000andabove10000-2000020000-3000030000-4000040000andabove10000-2000020000-3000030000-4000040000andabove10000-2000020000-3000030000-4000040000andabove89531415 7 3318 8 5 2 522510 9 8 8 5 2 1 0 18 8 5 3 2Samsung LG Sony Onida OthersPercentagePercentage
54Table 5: Showing Number of Customers having TVResponse No of respondents PercentageYes 200 100No 0 0Total 200 100Interpretation: From the above data it can be inferred that all the respondents own different brand ofcolour TV.No of respondentsYesNo
55Table6: Ownership of respondents of various brands of colour TVTV brands No Of Respondents PercentageSamsung 89 44LG 33 17Sony 52 26Onida 8 4Others 18 9Total 200 100Samsung44%LG17%Sony26%0%Onida4%Others9%No Of Respondents
56Interpretation:From above data it can be stated that the high number of respondents holds Samsung colour TVi.e., 44.5%, 26% of the respondents owns Sony colour TV. 16.5% respondents owns LG colourTV. 4% respondents owns Onida colour TV. And 9% owns other colour TV apart frommentioned above. Here it can be safely said that Samsung enjoys the 1stposition, followed bySony, LG, Onida and then others.Inference: Bu this figure we can analyze that demand of Samsung and Sony colour TV is more thanothers brand of colour TV.
57Table7: Showing types of color TVSr. No Brand Names Respondent Types of Colour TV Percentage1 Samsung 8928 CRT 3241 LCD 4620 LED 220 Others 82. LG 3310 CRT 3016 LCD 497 LED 210 Others 03 Sony 5216 CRT 3125 LCD 4811 LED 210 Others 04. Onida 84 CRT 503 LCD 381 LED 120 Others 05. Others 186 CRT 339 LCD 503 LED 170 Others 0
58Interpretation: It is clear from the data given in Table7 and Figure 7, among the 89 users ofSamsung TV, 28 respondents are using CRT colour TV, 41 respondents are using LED, and 20respondents are using LED. Among the 33 users of LG TV, 10 respondents are using CRTcolour TV, 16 respondents are using LED, and 7 respondents are using LED. Among the 52users of Sony TV, 16 respondents are using CRT colour TV, 25 respondents are using LED, and11 respondents are using LED. Among the 8 users of Samsung TV, 4 respondents are usingCRT colour TV, 3 respondents are using LED, 1 respondent are using LED. Among the 18 usersof Samsung TV, 6 respondents are using CRT colour TV, 9 respondents are using LED, and 3respondents are using LED.Inference:By this I can analyze that most of the respondents are more inclined towards the LCDTV.0102030405060CRTLCDLEDOthersCRTLCDLEDOthersCRTLCDLEDOthersCRTLCDLEDOthersCRTLCDLEDOthers89 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 OthersPercentagePercentage
59Table 8: No of channel supported by TVSr. No Brand Names Responses No of TV channels Percentage1 Samsung 89)21 0-100 2324 100-200 2744 200 and more 502. LG 339 0-100 2711 100-200 3313 200 and more 403 Sony 5211 0-100 2112 100-200 2329 200 and more 564. Onida 83 0-100 37.53 100-200 37.52 200 and more 255. Others 184 0-100 223 100-200 1711 200 and more 61
60Interpretation: It is clear from the data given in Table8 and Figure 8, among the 89 users ofSamsung TV 21 respondents having 0-100 channels, 24 having 100-200 channels and 44respondents having 200 and more channels in their TV. Among the 33 users of LG TV 9respondents having 0-100 channels, 11 respondents having 100-200 channels and 13 respondentshaving 200 and more channels in their TV. Among the 52 users of Sony TV 11 respondentshaving 0-100 channels, 12 respondents having 100-200 channels and 29 respondents having 200and more channels in their TV. Among the 8 users of Onida TV 3 respondents having 0-100channels, 3 respondents having 100-200 channels and 2 respondents having 200 and morechannels in their TV. . Among the 18 users of Onida TV 4 respondents having 0-100 channels, 3respondents having 100-200 channels and 11 respondents having 200 and more channels in theirTV.Inference: Here we can infer that most of the respondent prefers to buy the TV which issupporting more channels.0102030405060700-100100-200200andmore0-100100-200200andmore0-100100-200200andmore0-100100-200200andmore0-100100-200200andmore89) 21 24 44 33 9 11 13 52 11 12 29 8 3 3 2 18 4 3 11Samsung LG Sony Onida OthersPercentagePercentage
61Table9: Showing size of the TVSr. No Brand Names Responses TV size(inches) Percentage1 Samsung 8935 21” 3924 24” 2721 28” 249 Other 102. LG 3311 21” 3310 24” 317 28” 215 Other 153 Sony 5218 21” 3516 24” 3112 28” 236 Other 114. Onida 83 21” 382 24” 251 28” 122 Other 255. Others 187 21” 394 24” 223 28” 174 Other 22
62Interpretation: It is clear from the data given in Table9 and Figure 9,among the 89 users ofSamsung colour TV, 35 respondents are using 21” ,24 respondents are using 24”,21 respondentsare 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 5respondents are using other than that. Among the 52 users of Sony colour TV, 18 respondentsare using 21” ,16 respondents are using 24”,12 respondents are using 28” and 6 respondents areusing other than that. Among the 8 users of Onida colour TV, 3 respondents are using 21”, 2respondents are using 24”,1 respondent are using 28” and 2 respondents are using other thanthat. Among the 18 users of other colour TV, 7 respondents are using 21” ,4 respondents areusing 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 helpthe company.051015202530354024”Other21”28”24”Other21”28”24”Other89 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 OthersPercentagePercentage
63Table10: Showing no of TV held by respondentsNumber of TV Number of Respondents Percentage1 103 522 64 323 and more 33 16Total 200 100Interpretation: 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.0 20 40 60 80 100 120123 and moreNumber of RespondentsNumber of Respondents
64Tables11: Depicting reasons for buying particular TVSr No Brand Names Respondent Influence Sources Percentage1 Samsung 8928 Brand 3113 Price 1534 Features 3813 Attractive 151 Other 12. LG 339 Brand 279 Price 2710 Features 315 Attractive 150 Other 03 Sony 5217 Brand 339 Price 1718 Features 358 Attractive 150 Other 04. Onida 82 Brand 252 Price 253 Features 37.51 Attractive 12.50 Other 05. Others 186 Brand 333 Price 17
656 Features 332 Attractive 111 Other 5Interpretation: It is clear from the data given in Table11 and Figure 11, among the 89 users ofSamsung TV, 28 respondents bought because of Brand name, 13 respondents purchased becauseof Price, 34 respondents bought due to features, 13 respondents purchased because of attractivemodel and 1 respondent purchased for other reason. Among the 33 users of LG TV, 9respondents bought because of Brand name, 9 respondents purchased because of Price, 10respondents bought due to features, 5 respondents bought due to attractive model. Among the 52users of Sony TV, 17 respondents bought because of Brand name, 9 respondents purchasedbecause of Price, 18 respondents bought due to features, 8 respondents bought due to attractivemodel. Among the 8 users of Onida TV, 2 respondents bought because of Brand name, 2respondents purchased because of Price, 3 respondents bought due to features, 1respondentbought due to attractive model. Among the 18 users of other colour TV, 6 respondents boughtbecause of Brand name, 3 respondents purchased because of Price, 6 respondents bought due tofeatures, 2 respondents purchased because of attractive model and 1 respondent purchased forother reason.Inference:Here company can know about customer preference, what they will see at the time ofpurchasing.0510152025303540BrandPriceFeaturesAttractiveOtherBrandPriceFeaturesAttractiveOtherBrandPriceFeaturesAttractiveOtherBrandPriceFeaturesAttractiveOtherBrandPriceFeaturesAttractiveOther89 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 OthersPercentagePercentage
66Table12: Showing how respondents came to know about particular TVSr No Brand Names Respondent Influence Sources Percentage1 Samsung 8941 Advertisement 4615 Internet 1720 Friends and Relatives 2312 Dealer Suggestion 141 Other 12. LG 3312 Advertisement 368 Internet 249 Friends and Relatives 274 Dealer Suggestion 130 Other 03 Sony 5222 Advertisement 4210 Internet 1912 Friends and Relatives 235 Dealer Suggestion 103 Other 64. Onida 83 Advertisement 381 Internet 122 Friends and Relatives 252 Dealer Suggestion 250 Other 05.Others 188 Advertisement 444 Internet 223 Friends and Relatives 17
673 Dealer suggestion 170 Other 0Interpretation: It is clear from the data given in Table12 and Figure 12, Among the 89users of Samsung TV 41 respondents came to know about it by advertising, 15respondents by Internet, 20 respondents by Friends and Relatives, 12 respondents byDealer Suggestion and 1 respondent by other. Among the 33 users of LG TV 12respondents came to know about it by advertising, 8 respondents by Internet,9respondents by Friends and Relatives, 4 respondents by Dealer Suggestion and 0respondent known by other. Among the 52 users of Sony TV 22 respondents came toknow about it by advertising, 10 respondents by Internet,12 respondents by Friends andRelatives, 5 respondents by Dealer Suggestion and 3 respondent by other. Among the 8users of Onida TV 3 respondents came to know about it by advertising, 1 respondents byInternet,2 respondents by Friends and Relatives, 2 respondents by Dealer Suggestionand 0 respondent by other. Among the 18 users of other brand of TV 8 respondents cameto know about it by advertising, 4 respondents by Internet, 3 respondents by Friends andRelatives, 3 respondents by Dealer Suggestion and 0 respondent by other.Inference: By this Diagram we can easily understand that advertisement is the mainsource for reaching to the customer.01020304050InternetDealer…InternetDealer…InternetDealer…InternetDealer…InternetDealersuggestion8941152012 1 3312 8 9 4 0 52221012 5 3 8 3 1 2 2 0 18 8 4 3 3 0Samsung LG Sony Onida OthersPercentagePercentage
68Table13: showing different factors influenced to buy TVSr No Brand Names Respondent Influence Sources Percentage1 Samsung 8930 Parents 3440 Friends 465 Wife 510 Son & daughter 114 Other 42. LG 333 Parents 912 Friends 373 Wife 92 Son & daughter 613 Other 393 Sony 5215 Parents 2922 Friends 422 Wife 44 Son & daughter 89 Other 174. Onida 83 Parents 382 Friends 251 Wife 122 Son & daughter 250 Other 05. Others 183 Parents 177 Friends 392 Wife 11
691 Son & daughter 55 Other 28Interpretation: It is clear from the data given in Table13 and Figure 13, Among the 89 users ofSamsung TV, 30 respondents are influenced by their parents, 40 respondents are influenced bytheir friends, 5 are influenced by their wife, 10 are influenced by their children and 4 areinfluenced by the other reason. Among the 33 users of LG TV, 3 respondents are influenced bytheir parents, 12 respondents are influenced by their friends, 3 are influenced by their wife, 2 areinfluenced by their children and 13 are influenced by the other reason. Among the 52 users ofSony TV, 15 respondents are influenced by their parents, 22 respondents are influenced by theirfriends, 2 are influenced by their wife, 4 are influenced by their children and 9 are influenced bythe other reason. Among the 8 users of Onida TV, 3 respondents are influenced by theirparents,2 respondents are influenced by their friends, 1 are influenced by their wife,2 areinfluenced by their children. Among the 18 users of other Colour TV, 3 respondents areinfluenced by their parents, 7 respondents are influenced by their friends, 2 are influenced bytheir 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 thecustomer.05101520253035404550ParentsFriendsWifeSon&daughterOtherParentsFriendsWifeSon&daughterOtherParentsFriendsWifeSon&daughterOtherParentsFriendsWifeSon&daughterOtherParentsFriendsWifeSon&daughterOther89 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 OthersPercentagePercentage
70Table14: showing others factors lured Respondents to buy TVSr No Brand Names Respondent Influence Sources Percentage1 Samsung 8918 Price 2028 Features 3138 Quality 435 After Sales Service 60 Other 02. LG 33(10 Price 309 Features 2811 Quality 333 After Sales Service 90 Other 03 Sony 527 Price 1320 Features 3822 Quality 433 After Sales Service 60 Other 04. Onida 84 Price 502 Features 251 Quality 12.51 After Sales Service 12.50 Other 05. Others 184 Price 225 Features 288 Quality 44
711 After Sales Service 60 Other 0Interpretation: It is clear from the data given in Table13 and Figure 13, among the 89 users ofSamsung TV, 18 respondents are influenced by the price, 28 respondents are influenced by thefeatures, 38 are influenced by the Quality, and 5 are influenced by the after sales service. Amongthe 33 users of LG TV, 10 respondents are influenced by the price, 9 respondents are influencedby 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 areinfluenced by the features, 22 are influenced by the Quality, and 3 are influenced by the aftersales service. Among the 8 users of Onida TV, 4 respondents are influenced by the price, 2respondents are influenced by the features, 1 is influenced by the Quality, and 1 is influenced bythe after sales service. Among the 18 users of other colour TV, 4 respondents are influenced bythe price, 5 respondents are influenced by the features, 8 are influenced by the Quality, and 1isinfluenced by the after sales serviceInference:Here I can infer that before taking the purchase decision, they are considering thethree things namely Price, Quality, Features but customers more concerned about the quality ofthe product.0102030405060PriceFeaturesQualityAfterSalesServiceOtherPriceFeaturesQualityAfterSalesServiceOtherPriceFeaturesQualityAfterSalesServiceOtherPriceFeaturesQualityAfterSalesServiceOtherPriceFeaturesQualityAfterSalesServiceOther89 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 0Samsung LG Sony Onida OthersPercentagePercentage
72Table15: showing different benefits attracted respondentsSr. No Brand Names Respondent Influence Sources Percentage1 Samsung 8922 Free Gift 2550 Discount Offer 5614 Exchange Offer 163 Other 32. LG 337 Free Gift 2115 Discount Offer 458 Exchange Offer 243 Other 103 Sony 5215 Free Gift 2929 Discount Offer 567 Exchange Offer 131 Other 24. Onida 82 Free Gift 254 Discount Offer 501 Exchange Offer 12.51 Other 12.55. Others 184 Free Gift 2210 Discount Offer 563 Exchange Offer 171 Other 5
73Interpretation: From the data above it can be interpreted that among the 89 respondents ofSamsung users 22 respondents purchased due to benefits of free gift whereas 50 respondentsprefer to buy due to discount offer and 14 respondents purchased because of Exchange offer and3 respondents purchased because of other benefits. In Case of LG TV among the 33 users 7respondents prefer to buy due to free gifts whereas 15 respondents purchased because of discountoffer, 8 respondents prefer to buy due to exchange offer and 3 respondents because of otherreason. . In Case of Sony TV among the 52 users,15 respondents prefer to buy due to free giftswhereas 29 respondents purchased because of discount offer, 7 respondents prefer to buy due toexchange offer and 1 respondents because of other reason .In case of Onida among the 8respondents, 2 respondents purchased due to benefits of free gift whereas 4 respondents prefer tobuy due to discount offer and 1 respondents purchased because of Exchange offer and 1respondents 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 ofdiscount offer, 3 respondents prefer to buy due to exchange offer and 1 respondent because ofother reason.Inference:By this diagram we can easily understand that most of the respondents attracts towardsthe discount offer at the time of purchasing.By knowing the customer preference at the time of purchasing decision, company canoffer them benefits according to their preference for attracting them.0102030405060FreeGiftDiscountOfferExchangeOfferOtherFreeGiftDiscountOfferExchangeOfferOtherFreeGiftDiscountOfferExchangeOfferOtherFreeGiftDiscountOfferExchangeOfferOtherFreeGiftDiscountOfferExchangeOfferOther89 22 50 14 3 33 7 15 8 3 52 15 29 7 1 8 2 4 1 1 18 4 10 3 1PercentagePercentage
74Table16: showing satisfaction of respondents for the service renderedSr. No Brand Names Respondent Responses Percentage1 Samsung 8984 Yes 945 NO 62. LG 3332 Yes 971 NO 33 Sony 5250 Yes 962 NO 44. Onida 86 Yes 752 NO 255. Others 1818 Yes 1000 NO 0
75Interpretation:It is clear from the data given in Table16 and Figure 16, among 89 users of Samsung TV 5 is notsatisfied with the service. Among 33 respondents 1 is not satisfied with the service. Among the52 users of Sony TV 2 is not satisfied with the service. Among the 8 users of Onida TV 2 is notsatisfied with the service. Among the 18 users of other colour TV brand, all of them are satisfiedwith the service.Inference: Here we can infer that service is very important tool for the company to attract thecustomers.0102030405060708090100Yes NO Yes NO Yes NO Yes NO Yes NO89 84 5 33 32 1 52 50 2 8 6 2 18 18 0Samsung LG Sony Onida OthersPercentagePercentage
76Table17: showing satiety of respondents for the existing modelSr. No Brand Names Respondent Responses Percentage1 Samsung 8985 Yes 964 NO 42. LG 3332 Yes 971 NO 33 Sony 5251 Yes 981 NO 24. Onida 88 Yes 1000 NO 05. Others 1817 Yes 941 NO 6
77Interpretation: It is clear from the data given in Table17 and Figure 17, among 89 users ofSamsung TV 4 is not satisfied with the model. Among 33 respondents 1 is not satisfied with themodel. Among the 52 users of Sony TV 1 is not satisfied with the model. In case of Onida TV allthe customers are satisfied with the model. Among the 18 users of other colour TV brand 1 is notsatisfies with the model.Inference: Here we can infer that design or model of colour TV is important for attracting thecustomers.0102030405060708090100Yes NO Yes NO Yes NO Yes NO Yes NO89 85 4 33 32 1 52 51 1 8 8 0 18 17 1Samsung LG Sony Onida OthersPercentagePercentage
78Table18: showing reasons for not being satisfiedSr No Brand Names Respondent Factors Percentage1 Samsung 52 High Price 401 Poor Quality 200 Less awareness 02 Model looks obsolete 40Other 02. LG 10 High Price 00 Poor Quality 00 Less awareness 01 Model looks obsolete 1000 Other 03 Sony 21 High Price 500 Poor Quality 00 Less awareness 01 Model looks obsolete 500 Other 04. Onida 20 High Price 00 Poor Quality 01 Less awareness 501 Model looks obsolete 500 Other 05. Others 00 High Price 00 Poor Quality 00 Less awareness 0
790 Model looks obsolete 00 Other 0Interpretation: It is clear from the data given in Table18 and Figure 18, among the 89 users ofSamsung TV 5 respondents is not satisfied.2 of them is not satisfied because of high price, 1because of poor quality and 2 due to model looks obsolete. Because of high price, 2 respondentsbecause of poor quality, 1 respondent .Among the 33 respondents of LG TV 1 respondent is notsatisfied because model. Among the 52 respondents 2is not satisfied, 1because of high price and1 for model. Among the 8 users of Onida TV 2 is not satisfied 1 because of less awareness and 1for model looks obsolete.020406080100120PoorQualityModellooksobsoletePoorQualityModellooksobsoletePoorQualityModellooksobsoletePoorQualityModellooksobsoletePoorQualityModellooksobsolete5 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 OthersPercentagePercentage
80Table19: showing recommendations to others they knowSr. No Brand Names Respondent Influence Sources Percentage1 Samsung 8965 Yes 7319 Not sure 215 No 62. LG 3323 Yes 707 Not sure 213 No 93 Sony 5237 Yes 7111 Not sure 214 No 84. Onida 85 Yes 632 Not sure 251 No 125. Others 18 (total)14 Yes 782 Not sure 112 No 11
81Interpretation: It is clear from the data given in Table 19 and Figure 19, Among 89 users ofSamsung colour TV 65 respondents would recommend others, 19 respondents is not sure and 5would not recommend others. Among 33 users of LG colour TV 23 respondents wouldrecommend others, 7 respondents is not sure and 3 would not recommend others. Among 52users of Sony colour TV 37 respondents would recommend others, 11 respondents is not sureand 4 would not recommend others. Among 8 users of Onida colour TV 5 respondents wouldrecommend others, 2 respondents is not sure and 1 would not recommend others. Among 18users of other colour TV 14 respondents would recommend others, 2 respondents is not sure and2 would not recommend others.Inference: By this companies can know whether the customer is satisfied with present brand or not.01020304050607080YesNotsureNoYesNotsureNoYesNotsureNoYesNotsureNoYesNotsureNo89 65 19 5 33 23 7 3 52 37 11 4 8 5 2 118 (total)14 2 2Samsung LG Sony Onida OthersPercentagePercentage
82Table20: showing respondents’ willingness towards brand changing of TVBrand Names Respondent Responses Percentage1 Samsung 8936 Yes 4053 NO 602. LG 3320 Yes 6113 NO 393 Sony 5211 Yes 2141 NO 794. Onida 85 Yes 633 NO 375. Others 1812 Yes 676 NO 33
83Interpretation: It is clear from the data given in Table20 and Figure 20, among the 89 users ofSamsung TV, 36 respondents are willing to change the brand whereas 53 respondents are notwilling to change the brand. Among the 33 users of LG TV, 20 respondents are willing to changethe brand whereas 13 respondents are not willing to change the brand. Among the 52 users ofSony TV, 11 respondents are willing to change the brand whereas 41 respondents are not willingto change the brand. Among the 8 users of Onida TV, 5 respondents are willing to change thebrand whereas 3 respondents are not willing to change the brand. Among the 18 users of othercolour TV, 12 respondents are willing to change the brand whereas 6 respondents are not willingto 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 TVabout their future purchase.01020304050607080Yes NO Yes NO Yes NO Yes NO Yes NO89 36 53 33 20 13 52 11 41 8 5 3 18 12 6Samsung LG Sony Onida OthersPercentagePercentage
84Table21: showing no of respondents would switch to other TV brandTV brands No of respondents PercentageSamsung 28 31Sony 50 54LG 10 11Onida 2 2Others 2 2Total 920 10 20 30 40 50SamsungSonyLGOnidaOthersNo of respondentsNo of respondents
85Interpretation:From the above table and figure it can be safely stated that among respondents who wouldchange their existing colour TV are mainly inclined towards Sony brand by 50 respondentsfollowed by Samsung 28 respondents, LG 10 respondents, Onida and other colour TV brand 2respondents each.Inference: So it can be said that people are more inclined towards Sony TV for their future purchasedecision of Colour TV. By this diagram TV Company can easily know about their customer preference.
87The summary of this study are followings: Majority of the respondents are male, it shows that male is more like to buy TV thanfemale. 79% of respondents are falls under the age 20-25 years; it clearly says that youngstershave too much attraction towards different colour TV brands. We found that most of the respondents are students and some of the them are serviceholder, so here company can understand who are there customer so that they can makestrategy before producing the product and they can also get some information about theircustomer‟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 nothigh so they cannot afford costly TV .Before making TV Company should consider theincome level of the customer and they should produce difference range of colour TV, sothat 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 theimportant thing in every human life. We can also observe that the demand of TV isgrowing 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 andSony TV compare to other brand like LG, Onida etc. This study clear says that most ofcustomers preference to buy Samsung TV. So we can observe that in the market thedemand 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 thecustomers are more likely to purchase LCD rather than CRT and LED. By this companycan understand which type of TV customer would prefer. We observed that 50% of the colour TV users purchased the colour TV because of it issupporting 200 and more channels. We know that todays too much channels areavailable, so customer prefer to buy the TV which is supporting more channels. Due tosupport less channel they would be able to see the entire channel. So this study will helpto the colour TV Company.
88 From the data we found that majority of the respondents (37%) are using 21” colour TVwhich clearly indicates that customer are more prefer medium size of colour TV ratherthan too much big and too small size. 50% and above respondents are having 1 TV in their home but 30% are having 2 TV intheir home and 20% are having 3 or more than 3, which shows that some family prefer touse TV personally. From the above study that we have found that the respondent purchased different type ofcolour TV brand because of Features and Brand name of the product rather than price andother factor. 36% and 32 % respondents are purchased colour TV due to Features andBrand name respectively. We found that 46% respondents came to know about the different brand of colour TVthrough advertisement. So we can easily observe that advertisement is main source forreaching to the customers. In rural area people are not able to access internet butadvertisement can reach everywhere. From the data we observed that most of the respondents are influenced by their friendsand parents.49% and 37% are influenced by their friend and parents respectively.SO thisstudy clearly indicates that friends and parents are playing measure role for makingpurchase decision. From the study it is revealed that most of respondents are influenced by Quality andFeatures of the colour TV brand. 40% and 34% respondents are influenced by the Qualityand Features of the product respectively. So here TV Company can get information aboutthe consumer preference at the time of buying colour TV. Coming to the benefits from the above data we observed that 50% of the respondents arepurchased different colour TV brand because of discount offer. So from this study we can
89observe that customers are prefer to get discount offer rather than other benefits like freegifts, exchange offer etc. We found that only 6% of people are not satisfied with service provided by the differentcolour TV brands. We found that only 7 % of people are not satisfied with model of the different colour TVbrand. From the above study we found that the respondent who is not satisfied with colour TVbrand mostly because of high price and obsolete model. So here we can observe thatcompany consider price and design of the TV before making. From the study it is revealed that 72% respondents are agree to recommend to other aboutthe colour TV brand which are using. By this company will get get benefit, because it usone of product promotion. So by giving good service to the customers company wouldget benefit. From the data we observed that 46% respondents are willing change the colour TV brandwhich are using presently. So we can observe that respondents would like to buy anotherbrand of colour TV. It will increase the competition in the market among the different TVbrand. Mostly the Samsung users are willing to switch to other brand. From the above study we found that mostly the respondents are more inclined towardsthe Sony TV brand about their future purchase decision of colour TV. So Sony colour TVbrand is imposing threat to the other TV brand.
91ConclusionFrom this study we can conclude that Samsung is the most popular brand of colour TV, most ofthe respondents are using Samsung, whereas the popularity of Onida brand of colour TV is atleast level in Bangalore, Karnataka. We can also observe that youngsters are more attractedtowards different colour TV brand as compared to middle age men. The people whose agebetween the 20-25 and 25-30 years they are more attracted. Advertisement is the most popularsource for reaching to the customers. People are more influenced by the advertisement ascompared to the other sources like, internet. The users of LG and Onida TV are decreasing, sothey need to improve their advertisement strategies in order promote their brands. Quality andFeatures 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 customerslook for brand name of the colour TV and also some of them consider price of the colour TVbrand. Here the income level of the customer is average. So they will prefer to buy low costcolour TV brand. Among the different types of colour TV, the most of the respondents are usingLCD colour TV. Customers are more prefer to buy LCD TV than LED and CRT. Most ofrespondents having low income so they will not able to effort LED TV because it is costly. Thesize of colour TV brand also attract the customers because most of the respondents are using21”.The Size of the colour TV is very important, If the size of the color TV is big then it willtake too much space and it will too costly, these are the reason customers are prefer to buymedium size TV which price is affordable to the customer. By this study we can know thatcustomers are more influenced by their friends and parents. Most of the users of colour TV brandhave consulted with their friends or parents before purchased the colour TV. Discount offer is themost attracted scheme for attracting to the customer. Almost all of respondents are satisfied withtheir present brand of colour TV model and service provided by them. Only very few of them arenot satisfied. Most of the Samsung users would like to switch to other brand, so it‟s a big threatfor Samsung Colour TV brand. Most of respondents are inclined towards the Sony colour TVbrand for their future purchasing decision.
92Suggestions By this study we can know most of the respondents are having less income and some ofthem are having high income. So different colour TV Brand Company should havedifferent price range of TV, So that customers can buy the colour TV as per theiraffordability. From this study we can know that Very less number of respondents is having LG andOnida 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 thedesign of the colour TV because only 8 respondents are having Onida TV among the 200respondents. By this study it is revealed that only very less of customers are using LED TV. So TVcompany should think about it, how to increase the sales of LED TV. They should whycustomers are not preferred to buy LED TV. Price of the LED TV is one of the importantfor not attracting to customers. Most of the Samsung users would like switch over to the other brand in future. So it is abig threat for Samsung colour TV Company. So they need to understand why customerswant to switch over to the other brand of colour TV and also need to improve theirproduct qualities and features. Most of the respondents are willing to incline to the Sony colour TV brands. It is a notgood sign other brand of colour TV. They need to know why customers are willing tobuy Sony colour TV rather than other brand of colour TV. So that they can improve theirproduct. By this study it is revealed that majority of respondents purchased different colour TVbrand because of discount offer. Now a day‟s discount offer on the product is a powerfulweapon to attract the customers. So for increasing the sale of the Onida and LG colourTV should offer discount on the products for attracting the customers. From this study we can observe that advertisement is most important medium forreaching to the customers. So Onida and LG colour TV brand should spent more onadvertising to increase the brand awareness and also to show to the customers about thefeatures of the colour TV and to inform about newly launch product.
93 By this study it is revealed that most of the respondents are preferred to buy qualityproducts with good features. So colour TV Company should improve their quality of theirproduct and also introduce a new feature in the colour TV for competing with the othercolour TV brands. By this study we can observe that very less number Onida colour TV has support morethan 200 channels, so the Onida colour TV company should make the colour TV whichwill more than 200 channels.
94A STUDY ON CUSTOMER SATISFACTION AND PREFERENCE OF COLOUR TVBRANDS IN BANGALOREReferencesHawkins, Best, Coney, Consumer Behaviour, Tata McGraw Hill,8thEd,2002, PageNo225-236Leon G Schiffman, Consumer Behaviour, Pearson Education, 2ndEd, 2011, Page No 5-20.Phillip Kotler, Marketing Management, Pearson Education, 13thEd, 2011, Page No 142-171.RajendraNargundkar, Marketing Research, McGraw-Hill, 3rdEd, 2011, Page No 19-97.Tapan K Pande, Marketing Management, Excel Books, 2ndedition,2007, Page No 547-594.Laldinliana, Buying Behaviour of Urban and Rural People in Mizoram, Indian Journal ofMarketing, Page No 53-59, October, 2012.Pandiya D.K, Brajesh Kumar &RajashreeBhattacharjee, Customer Satisfaction andPreference towards colour TV brands in Silchar, Assam, Indian Journal of Marketing,Page No 34-44, August, 2012.SamikShome&AindrilaRoy,Online Discount Couponing Industry in India, Indian Journalof 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.comwww.managementstudyguide.comwww.mymarketing.comwww.sitemarketing.com
95ANNEXUREQUESTIONAIRE1. Name :2. Age :i) 20-25 years [ ] ii) 25- 30 years [ ]iii) 30-35years [ ] IV) 35 and above years [ ]3. Occupation :i. Serviceii. Self-Employediii. Studentiv. Others4. 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 [ ]
96Onida [ ]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. 0-100ii. 100-200iii. 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. 1ii. 2iii. 3 or more13.What made you choose to buy this particular brand of color TV?i. Brand image.ii. Priceiii. Featuresiv. 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 [ ]
97v) 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...
9821. Would you like to recommend this to others you know?i. Yes.ii. No.iii. Not sure22. Would you like to replace your present brand of TV set with some other brand, if you get asatisfactory 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 [ ]