Emprircal report customer satisfaction and preference towards diffrent brand of color tv

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PROJECT REPORT
ON
A STUDY ON CUSTOMER SATISFACTION AND PREFERENCE OF COLOUR TV
BRANDS IN BANGALORE
A PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE AWARD OF THE DEGREE OF
MASTER IN BUSINESS ADMINISTRATION
TO
M.S RAMAIAH INSTITUTE OF MANAGEMENT
BY
TARAKUL ALAM (11MB7806)
UNDER THE GUIDANCE OF
PROF.Mallieswari R
M.S RAMAIAH INSTITUTE OF MANAGEMENT
NEW BELL ROAD, BANGALORE-560054

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CERTIFICATE
This is to certify that this report of Final Project conducted on CUSTOMER SATISFACTION
AND PREFERENCE OF COLOUR TV BRANDS IN BANGALOREand submitted by
TARAKUL ALAM, in partial fulfillment of the requirements for the award of the MASTERS IN
BUSINESS ADMINISTRATION to M.S.RAMAIAH MANAGEMENT INSTITUTE is a record
of bonafide training carried out under my supervision and guidance and that no part of this report
has been submitted for the award of any other degree/diploma/fellowship or similar titles or
prizes.
GUIDE Signature:
Name:
Qualifications:
Program Head Signature

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STUDENT’S DECLARATION
I hereby declare that the Project conducted on, CUSTOMER SATISFACTION AND
PREFERENCE OF COLOUR TV BRANDS IN BANGALORE, Under the guidance of Prof.
Mallieswari R and the project report submitted in partial fulfillment of the requirements for the
MASTERS IN BUSINESS ADMINISTRATION (UoM) to M.S.Ramaiah Management Institute
,is my original work and the same has not been submitted for the award of any other
Degree/Diploma/Fellowship or other similar titles or prizes .
Place: Bangalore (TARAKUL ALAM)
Date: Reg. No-11MB7806

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ACKNOWLEDGEMENT
I extend my special gratitude to our beloved Deanand Academic HeadShri.
V.NARAYANANand Program Head Dr. TRIVENI .P for inspiring me to take up this
project.
I wish to acknowledge my sincere gratitude and indebtedness to my project
guideProf.Mallieswari Rof M.S. RAMAIAHMANAGEMENT INSTITUTE Bangalore for
his /her valuable guidance and constructive suggestions in the preparation of project report.
TARAKUL ALAM

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INDEX
PART I INTRODUCTION
Sr. No Content Page No.
I Introduction 6-15
II Problem of the statement 16
III Research Objective 17
IV Research Methodology 18-20
V Limitation Of the Study 21
PART II STRUCTURE OF THE PROJECT
Chapter No. Content Page No.
Chapter I Literature Review 21-32
Chapter II Industry Profile 33-43
Chapter III &
IV
Data Analysis and their Interpretations 44-84
Chapter V Summary of Findings 85-88
Chapter VI Conclusion and Suggestion 89-92
Bibliography 93
Annexure 94-97

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Introduction
The colour television industry in India has seen a dramatic change during the past one decade as
liberalization and globalization showed its original face in full swing in the Indian sub-continent,
making its market highly competitive and customer driven. A good number of TV customers
today face a lot of dilemma at the time of taking a purchase decision to choose the brand
because a number of substitutes available in the market. As a result of this, the manufacturers
are now forced to behave like price takers rather than price makers. Under the circumstances, it
is quite obvious that the companies will have to do more homework to respond to the needs and
tastes of the customers in order to survive in this competitive market. When it comes to the
purchase decision of the TV customers, it depends on various product differentiation attributes
such as price, game and goodwill of the company, design and appearance, digital function, after
sales service, durability and warranty, power efficiency, financial incentives (free gifts, discounts
and installments etc.), easy availability and smooth functioning.
It is an accepted fact that the generation of information plays an important role in the field of
policy formation, marketing planning, strategy making and it also bridges the game between the
buyers and the sellers. This study may provide the TV companies with a launch pad and act as a
guide that can help same in chalking out strategies to enlarge the market share and also enhance
the level of awareness among customers. In short, it can be claimed to be an accurate and timely
report that may help them to gain a competitive edge over their customers.
Therefore, the present study aims at ascertaining the television customer‟s preference over the
various counts of T.V. brands they use. The study also throws light on the customer‟s purchase
behavior with respect to color television. This study may provide the T.V. companies with a
launch pad and act as a guide that can help the same in chalking out strategies to enlarge market
share and also enhance the level of awareness among customers and may help them to gain a
competitive edge over their competitors.

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1. CUSTOMER:
Customers are the most important people for any organization. They are the resource on which
not only the success, but the entire existence of any business depends. A customer, also client,
buyer or purchaser is usually used to refer to a current or potential buyer or user of the products
of an individual or organization mostly called the supplier or seller. However the term customer
also includes by extension anyone who uses or experiences the services of another. The word
derives from " custom, " meaning "habit "; a customer was someone who frequented a particular
shop, who made it a habit to purchase goods of the sort the shop sold their rather than elsewhere,
and with whom the shopkeeper had to maintain a relationship to keep his or her "custom,
“meaning expected purchases in the future. The clichés "customer is king" or "customer is god"
or "the customer is always right" are most frequently used in the marketing world and also
indicate the importance of customers to businesses. The importance of the customers for any
business can be understood by looking at the huge expenditures that are being incurred by
various companies for satisfying and retaining their customers. Before discussing further about
customer and customer satisfaction we should first try and understand the meaning of the word
“Customer”
1.1 DEFINITION OF CUSTOMER:
DEFINITION 1: According to Shri. Mohandas Karamchand Gandhi, the father of nation,
“A customer is not an outsider to our business. He is a definite part of it. A customer is not an
interruption of our work. He is the purpose of it. A customer is doing us a favor by letting us
serve him. We are not doing him any favor. A customer is not a cold statistic; he is a flesh and
blood human being with feelings and emotions like our own. A customer is not someone to argue
or match wits with. He deserves courteous and attentive treatment. A customer is not dependent
on us. We are dependent on him. A customer brings us his wants. It is our job to handle them
properly and profitably – both to him and us. A customer makes it possible to pay our salary,
whether we are a driver, plant or an office employee.
”DEFINITION 2: PeterDrucker, Awell-known management expert, defined customers as: A
person who purchases the product from the marketer or from the retailer or from the wholesaler.
DEFINITION 3: John marsh, Director General, British Institute of management, defines
customer as: A person or organization that a marketer believes will benefit from the goods and

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services offered by the marketer‟s organization. As these above definitions suggest, a customer is
not necessarily someone who is currently purchasing from the marketer. In fact, customers may
fall intoone of three customer groups:
Existing Customers –
Consists of customers who have purchased or otherwise used an organization‟s goods or
services, typically within a designated period of time. Existing Customers are by far the most
important of the three customer groups since they have a current relationship with accompany
and, consequently, they give a company are as on to remain in contact with them. Getting these
Existing Customers to purchase more is significantly less expensive and time consuming than
finding new customers mainly because they know and hopefully trust the marketer and, if
managed correctly, are easy to reach with promotional appeals.
Former Customers –
This group consists of those who have formerly had relations with the marketing organization
typically through a previous purchase. However, the marketer no longer feels the customer is an
Existing Customer either because they have not purchased from the marketer within a certain
timeframe or through other indications. The value of this group to a marketer will depend on
whether the customer‟s previous relationship was considered satisfactory to the customer or the
marketer.
Potential Customers –
The third category of customers includes those who have yet to purchase but possess what the
marketer believes are the requirements to eventually become Existing Customers. These
requirements to become a customer include such issues as having a need for a
product, possessing the financial means to buy, and having the authority to make a buying
decision. Locating Potential Customers is an ongoing process for two reasons. First, Existing
Customers may become Former Customers and, thus, must be replaced by new customers.
Second, while we noted above that Existing Customers are the best source for future sales, it is
new customers that are needed in order for a business to significantly expand. Once we have
understood who a customer is, it is necessary to understand what customer satisfaction is and
why it is important.

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CUSTOMER PROFILING:
Customer satisfaction may be defined as customer description that includes demographic,
geographic and psychographic characteristics, buying pattern, worthiness, purchase history etc.
this information may include information pertaining to income level, occupation, level
of education, age, gender, hobbies and/or area of residence. For example, magazine advertising
salespeople provide advertisers with customer profiles describing the type of person who will be
exposed to the advertisements in that magazine. The description may include income,
occupation, level of education, age, gender, hobbies, and/or area of residence etc. These
customer profiles which are built by the companies help them to understand their
customers better. Using this customers profile the companies are able to identify and segment
their potential customers.
Customer satisfaction is an important theoretical as well as practical issue for most marketers and
consumers researchers (Dabholkar, 1995). Customer satisfaction can be considered to be the
essence of success in today‟s highly competitive world of business. Thus the significance of
customer satisfaction and customer retention in strategy development for a market oriented and
customer focused firm cannot be overstated. Consequently, customer satisfaction is increasingly
becoming a corporate goal more and more companies strive for quality in their products and
services (Bitner and Hubbert, 1994). Customer satisfaction is the felling or attitude of a customer
product or service after it has been used and is generally described as the full meeting of one‟s
satisfaction (Oliver, 1980). Customer satisfaction is a major outcome of a marketing activity
whereby it serves as a link between the various stages of the consumer buying behavior. For
instance, if the customers are satisfied with a particular service offering after its use, then they
are likely to engage in repeat purchase and try line extensions. A study conducted by Levesque
and McDougall confirmed and reinforced the idea that unsatisfactory customer service leads to a
drop in customer satisfaction and willingness to recommend the service to a friend/relative. This
would in turn lead to an increase in the rate of switching over to the other brands by customers
(East, 1997).

11
Whether the buyer is satisfied after purchase on the offer‟s performance in relation to the buyer‟s
expectations. In general, satisfaction is a person‟s feelings of pleasure and disappointment
resulting from comparing a product‟s perceived performance or outcome in relation to his or her
expectation. If the performance falls short of expectations, then the customer is dissatisfied. If
the performance matches the expectations, then the customer is satisfied. If the performance
exceeds expectations, the customer is highly satisfied or delighted (Sussan and David, 1999).
High Satisfaction or delight creates an emotional bond with the brands or company, not just a
rational preference. Xerox‟s senior management found that its “completely satisfied” customers
were six time more likely to repurchase Xerox products over the following 18 months, than its
“very satisfied” customers (Thomas and SasserJr, 1995).
There can be potentially many antecedents of customer satisfaction as the dimensions underlying
satisfaction judgments are global rather than specific (Tailor And Baker, 1994). However, some
argue that the customers develop norms for product performance based on general product
experiences, and these rather than expectations from a brand‟s determine the
confirmation/disconfirmation process (Cadotte, Woodruff and Jenkins, 1987).
More recent work has argued that in addition to the cognitive components ,satisfaction
judgments are also dependent upon affective components as both coexist and make independent
contributions to the satisfaction judgements (Westbrook And Oliver, 1991).
CUSTOMER SATISFACTION:
The word “satisfaction” come from the Latin words „sati‟s‟ (enough) and „facere‟ (to do
or make). These words suggest the true satisfaction, which is fulfillment. Managerially,
fulfillment usually translate solve the problem & satisfying the customers is not enough. To
produce high level of loyalty, businesses need to move beyond more satisfaction, to customer
delight.
MEASURING CUSTOMER SATISFACTION:
There are several ways to gather input from customer. The simplest way to find out, how
customer feel and what they want, is to ask them. If you have only 20 customers, you can talk to
each one personally. The advantage of this approach is that you will get a personal “feel” for

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each customer. The disadvantage is you will gather different information from each customer
depending on how the conversation goes. Some of ways in which you can approach the customer
are listed below:
I .CUSTOMER SURVEY:
Customer surveys with standardized survey questions insure that you will collect the same
information from everyone. Remember that few of your customers will be interested in “filling
out a questionnaire”. Its work for them, without much reward. By launching a customer survey
as an attempt to find out “how we can serve better” – your customers will feel less put upon.
Here are few of the possible dimensions you could measure:
•Quality of service
•Speed of service
•Pricing
•Complaints or problems
•Trust in your employees
•The closeness of relationship with contacts in your firm
•Types of other services needed
•Your positioning in client‟s mind
II. FOCUS GROUP:
Focus group is good ways to get informal input from group of customers or prospects. You bring
in 5-10 customers or prospects and ask them questions or have them react to material. You
can pay professional facilitator and video tape the whole session, or just lead an informal
discussion yourself. In either case, you have a chance to gather ideas about customer needs,
reactions to your company, suggestions for new services, and so forth. In additional to individual
responses, you get ideas that develop as the group reacts to each other‟s responses.
III. CLIENT ADVISORY GROUP:
One way to get regular input from customers is to put together an advisory group. This can act
like a focus group, but is set up to provide input over time. You may pay members, or simply
buy them dinner every quarter. There are many benefits to such groups. They give you a source

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of input from the customer viewpoint. They provide a sounding board for specific questions.
They enhance your relationship with good customers who become more committed to
your success. And they can move relationship with prospects ahead.
IMPORTANCE OF CUSTOMER SATISFACTION:
A customer is satisfied only when he is getting quality product and quality service which he
perceives. If a company is able to provide both, this will lead to customer satisfaction. A satisfied
customer will develop loyalty towards the company and will buy product of same company again
and again. At the same time he will recommend company‟s product to others. This will
help company in getting new customers. As a result company‟s sale will increase and profits will
rise. Dissatisfied customer on an average will tell 12 others not to buy a product of the company.
With internet and other information technology tools this number could go up to 10,000.This will
affect the image of the company and will result in loss of sale and profit. The cost of acquiring
new customer is 5 times more than keeping the old one. The old customer will remain with a
company only if they are satisfied with the services provided by the company. If a customer has
a major complaint, 91 % of such customers will not buy from the company again. If the problem
is resolved quickly, 82 % of them will return. So a company should see that it is able to meet
expectations of each and every customer and should not delay in solving customer‟s complaint.
1.3.5. PROCESS OF CUSTOMER SATISFACTION:
Customer Satisfaction Process - Five Steps
Step 1 – Understanding Customer Expectations
Step 2- Promises to Customers
Step 3 – Execution
Step 4 - Ongoing Dialog with a Customer
Step 5 - Customer Satisfaction Surveys
Step 1– Understanding Customer Expectations:

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 How customer‟s “wants and needs”, customer‟s standards and expectations, are
incorporated into our promises to customers to not only make a sale, but achieve high
Customer Satisfaction.
 We must know what our customers expect from us. We must work with our Customers to
precisely learn their expectations.
 Customer Expectations differ by region by country7
Step 2- Promises to Customers:
 Set promises that can be kept
 Aim to exceed expectations rather than to meet them
 Delight customers by surprising them (Surprise is something not promised, yet delivered)
Step 3 – Execution
 Products and Services are provided to customers.
 Customers had certain expectations before products/services were delivered.
 Depending if these expectations were met, not met, or exceeded customer Experiences
certain level of “Customer Satisfaction”
 Occasionally there are problems with products/services provided.
 A problem can be fixed during the initial call or a visit (first contact resolution) or a
ticket is opened.
 Tickets are worked on. Customer problems are eventually solved.
 Depending on how the Problem Resolution is handled customer experiences Certain level
of “Customer Satisfaction”
Step 4 - Ongoing Dialog with a Customer
 Executive meetings
 User Group meetings
 Other meetings
Step 5 - Customer Satisfaction Surveys and Metrics

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 Customer Satisfaction Surveys
 Event Driven Surveys
 Internal Indicators of Customer Satisfaction
 Tickets Resolved Within Objectives
 Tickets Overdue
 Resolve Time
 Response Time.
Problem definition:
The research has undertaken the study with an aim to ascertain the respondents‟ preference over
the different color T.V. brands of customer perception towards the color T.V. brands and the
level of satisfaction of the customers.
The present study aims at ascertaining the television customer‟s preference over the various
counts of T.V. brands they use. The study also throws light on the customer‟s purchase behavior
with respect to color television. This study may provide the T.V. companies with a launch pad
and act as a guide that can help the same in chalking out strategies to enlarge market share and
also enhance the level of awareness among customers and may help them to gain a competitive
edge over their competitors.

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Objectives:
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 may
have different perception for his satisfaction for particular brand and company has
to full fill consumer requirement. Hence the concerned project is undertaken:
 To ascertain the respondents‟ preference over the different brands of product.
 To measure the respondents‟ degree of satisfaction over the various colors T.V. brands.
 To measure the expectation and satisfaction gap between customers and company
delivering the product.

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Research methodology
Research methodology is considered as the nerve of the project. Without a proper well-organized
research plan, it is impossible to complete the project and reach to any conclusion. The project
was based on the survey plan. The main objective of survey was to collect appropriate data,
which work as a base for drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve the research
problem. Research methodology not only talks of the methods but also logic behind the methods
used in the context of a research study and it explains why a particular method has been used in
the preference of the other.
Research design
Research design is important primarily because of the increased complexity in the market as well
as marketing approaches available to the researchers. In fact, it is the key to the evolution of
successful marketing strategies and programmers. It is an important tool to study buyer‟s
behavior, consumption pattern, brand loyalty, and focus market changes. A research design
specifies the methods and procedures for conducting a particular study. According to Kerlinger,
“Research Design is a plan, conceptual structure, and strategy of investigation conceived as to
obtain answers to research questions and to control variance.
Statement of the problem :
The main aim is to find customer‟s satisfaction and preference of color T.V. brands in
Bangalore. It will help in finding out what different customer expects from color T.V. they
purchase and whether they are satisfied with the product or not.

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The General study was converged as a specific study for different colour TV brand. The study
was initiated to find out the consumer satisfaction and preference towards different colour TV
brand. Our approach to the research design tasks went through the following tasks.
The researcher has adopted Descriptive Research Design for the purpose of this survey.
Descriptive Research -. This study is conducted using the descriptive research
design method. This type of research is also a grouping that includes many particular
research methodologies and procedures, such as observations, surveys, self-reports, and
tests. Unlike qualitative research, descriptive research may be more analytic. It often
focuses on a particular variable or factor the data collection procedures used in
descriptive research may be very explicit.
Method of data collection:
To know the consumer switching cost between the different color TV brands, the study would
done on the consumer variables towards the buying decision process so the appropriate
Questionnaire would be done for the data collection on following variables
1) Income
2) Brand loyalty
3) Benefits
Sampling Design:
● Sampling units:Customers who own color T.V.
● Sample Size: The survey will be conducted for 200 respondents who own color T.V.
● Sampling Technique: Convenient sampling technique will be used for collecting
information.
Source of data:
Data will be collected from both the sources primary sources as well as secondary sources.

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● Primary data: The primary data will be gathered with the help of well-structured
questionnaire and with the help of personal interview.
● Secondary data: The secondary data will be gathered from internet, newspaper,
catalogues and brochures and magazines.
● Sample drawn from: Bangalore.
Tools and Techniques:
The data will be collected through questionnaire method from the respondents. The respondents
will be selected through the non random sampling plan. The collected data will be analyzed by
percentage Analysis method. Bar diagrams will also be used for better pictorial understanding.
Questionnaire Design:
Questionnaire design was the critical issue as the questionnaire reflects the survey purpose .The
questionnaire was meticulously prepared by identifying the various variables. The same scale of
yes/no and very important, important and not so important was used throughout so as to make
the respondent comfortable.
Firstly a questionnaire was prepared and few people were surveyed. After this survey we realized
the flaws in the questionnaire and then a modified questionnaire was prepared and people were
surveyed on this modified questionnaire.
Data Analysis
The data of score of features and score of brand perception was fed in to the excel sheet.
Separate Excel sheets were employed for analysis of each brand and also to keep it concise and
unambiguous. For data analysis Iuse many types of charts:
Pie chart:
This is very useful diagram to represent data, which are divided into a number of categories. This
diagram consists of a circle of divided into a number of sectors, which are proportional to the
values they represent. The total value is represented by the full create. The diagram bar chart can
make comparison among the various components or between a part and a whole of data

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Bar chart:
This is another way of representing data graphically. As the name implies, it consist of a number
of whispered bar, which originate from a common base line and are equal widths. The lengths of
the bards are proportional to the value they represent.
Limitations
Response Errors –
These may arise when the respondents give inaccurate or incomplete answers. For e.g. in our
survey a respondent may not mention that he had test driven a TV before purchasing it A major
problem faced in the survey involved the comparative ratings of various attributes for all the
brands of TV. Many of the respondents were not very willing to rank so many factors as they
perceived it to be time consuming.
Open Ended Questions –
All the questions in the questionnaire were open-ended to avoid any kind of bias from the
respondents end. But a drawback of this approach is that there was an incomplete capture of his
responses, as the respondent could not always come out with the purchase steps and the time
taken in them. The reasons for such inaccuracy could be because of unfamiliarity, fatigue,
boredom, faulty recall and the Question format.
Non Random Sampling Errors –
This can occur, as the particular sample elected is an imperfect representation of the population
of interest. The area covered in the survey was Bangalore region and the customer preferences
and tastes in different Regions could not be covered.

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Customer satisfaction is an important theoretical as well as practical issue for most marketers and
consumers researchers (Dabholkar, 1995). Customer satisfaction can be considered to be the
essence of success in today‟s highly competitive world of business. Thus the significance of
customer satisfaction and customer retention in strategy development for a market oriented and
customer focused firm cannot be overstated. Consequently, customer satisfaction is increasingly
becoming a corporate goal more and more companies strive for quality in their products and
services (Bitner and Hubbert, 1994). Customer satisfaction is the felling or attitude of a customer
product or service after it has been used and is generally described as the full meeting of one‟s
satisfaction (Oliver, 1980). Customer satisfaction is a major outcome of a marketing activity
whereby it serves as a link between the various stages of the consumer buying behavior. For
instance, if the customers are satisfied with a particular service offering after its use, then they
are likely to engage in repeat purchase and try line extensions. A study conducted by Levesque
and McDougall confirmed and reinforced the idea that unsatisfactory customer service leads to a
drop in customer satisfaction and willingness to recommend the service to a friend/relative. This
would in turn lead to an increase in the rate of switching over to the other brands by customers
(East, 1997).
Whether the buyer is satisfied after purchase on the offer‟s performance in relation to the buyer‟s
expectations. In general, satisfaction is a person‟s feelings of pleasure and disappointment
resulting from comparing a product‟s perceived performance or outcome in relation to his or her
expectation. If the performance falls short of expectations, then the customer is dissatisfied. If
the performance matches the expectations, then the customer is satisfied. If the performance
exceeds expectations, the customer is highly satisfied or delighted (Sussan and David, 1999).

23
High Satisfaction or delight creates an emotional bond with the brands or company, not just a
rational preference. Xerox‟s senior management found that its “completely satisfied” customers
were six time more likely to repurchase Xerox products over the following 18 months, than its
“very satisfied” customers (Thomas and SasserJr, 1995).
There can be potentially many antecedents of customer satisfaction as the dimensions underlying
satisfaction judgments are global rather than specific (Tailor And Baker, 1994). However, some
argue that the customers develop norms for product performance based on general product
experiences, and these rather than expectations from a brand‟s determine the
confirmation/disconfirmation process (Cadotte, Woodruff and Jenkins, 1987).
More recent work has argued that in addition to the cognitive components, satisfaction
judgments are also dependent upon affective components as both coexist and make independent
contributions to the satisfaction judgments (Westbrook And Oliver, 1991).

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Laldinliana, Assistant Professor, Department of commerce, Mizoram
University
This article was published in Indian Journal of Marketing on October, 2012
Vehicles are identified as a means of logistics and conveyance, a dynamic and livelihood and
even an insight of wealth and luxury. Whatever perception be, vehicles, whether two wheelers or
four wheelers, are expensive and need constant care and maintenance. This paper tries to study
the factors considering buying two wheelers and four wheelers.
The concept of consumer behavior is of prime importance in marketing. Understanding the
consumer means to know, how an individual‟s make decision to spend their available resources
(time, money, effort).
Here the survey was conducting in Mizoram which is identified with its own signature of
homogeneous population and common ethnicity. In Mizoram Population is almost evenly
distributed in rural and urban areas, though the distribution of wealth would be skewed sharply
towards the urbinates.IN this article, the researcher made an attempt to make a comparative study
on the buying behavior of households towards two-wheelers and four-wheelers in rural and
urban area of Mizoram.
In this article researcher was applied descriptive research design for the study. A question was
designed to enquire both the rural and urban areas. For allocation the sample, Bowley‟s
allocation is used to select the rural and urban areas. A among the 8 district in Mizoram, 40
households were taken from urban areas and 40 households were taken from rural areas. In all
640 households, 40 from urban areas and 40 from rural areas were drawn as urban and rural

25
samples respectively to represent the whole state. The random sampling method was used for the
purpose of identifying the household customers in each area.
Two-wheeler has become a more of fashion statement for the youth. In the field researcher
observed that most owned bikes among the respondents were Pulsar manufactured by Bajaj and
Karizma by Hero Honda, but after Yamaha launched R-15 and FZ at affordable price, the
customers were more inclined towards the Yamaha and these introduction pushed the sales of
Yamaha among the Mizo youth, making it the largest selling bike in the year of 2009 according
to market souces.Out of 640 households only 31.72% of the household respondents owned a
two-wheeler. Price was the major consideration for rural households as compared to urban
household. Again 43.68% of the urban were influenced by promotions as compared to only
20.55% of the rural households. By using Homogeneous Chi-square method was found that there
is no difference between urban and rural respondents with regard to buying factors for two-
wheelers.
In case of Four wheeler found, only 138(21.56) of the household respondents owned a car and
therefore the 78.44% household respondents were not asked to respond this question. After
analyzed the data, researcher was found that price to be main factors influencing the rural
respondents (89.47%), while after sales service was the main consideration by the urban
respondents (30.25%), followed by promotion(23.53%), and appearance (17.65%). By using
Homogeneous Chi-square method was found that there is no difference between urban and rural
respondents with regard to buying factors for four-wheelers.
By this article we can understand the buying behavior of urban people and rural people towards
two-wheeler and four-wheeler. We can know by this study that the rural people are too much
price conscious as compared to the urban people. We can also observe that promotion is the most
imperative buying factor for the urban people as compared to rural people.

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SamikShome Assistant Professor, Alliance School Business, Alliance
University
AindrilaRoy , Business Analyst, Wipro Technologies.
They together were published an article on Online Discount Couponing in Indian
Journal of Marketing on October, 2012.
There has been a lot of buzz and activity in and around the discount couponing industry in India
for the last couple of years. In this research paper,the paper has an attempt to study the Indian
discount couponing industry in terms f its modus operandi, competitive structure as per Porter‟s
framework, business potential and growth.
Internet5 and telecommunications have changed the face of communication and business process
globally in 21st
century. For a developing country like India, rapid penetration of the internet and
telecommunication into the masses has led to faster growth in all spheres of life, especially in
business development, communication, education and infrastructure among others E-commerce
which is major outcome of this development, is the buzzword of the online business revolution.
The major objective of this study is to have an insight into this newly developed discount
couponing in India. The study is expected to bring into focus the new avenue of buying pattern
among the consumers in India.
The researcher has used Porter‟s five forces model to understand the competitive structure of the
industry.
By using this Porter‟s Five Forces model researcher has found the following things

27
Intensity of Rivalry: There is intense rivalry between the firms and there is not much difference
in the offering from one portal to another.
Bargaining Power of Buyers: The level of Brand loyalty is low and brand switching is practiced
rampantly by the users. So, the buyers have a high bargaining power.
Bargaining Power of Suppliers: here the researcher inferred that the bargaining power of supplier
is medium.
Threat of Potential Entrants: There is not much of initial investment required, therefore the entry
barriers for potential entrants is very low.
Threat of Substitute: Threat of Substitute product is very high.
The data was collected segment from a target segment between the age group of 18-32 years in
Bangalore to check the awareness of discount coupon sites. A convenient sampling was followed
with the criteria that the respondent should at least have a credit or a debit card or have an access
to net banking facility because either of the is minimum requirement for making any transaction
in the discount coupon industry. A pilot survey was also conducted among 10 people to pre-test
the validity of the well-structured questionnaire. The Sample size for this study was 200 and the
questionnaires were collected through individual interaction only.
By this article researcher observed that the majority of the students were (36.5%),
employees(33%), and self-employed (14%),among others. It was also observed that 77.9 %
respondents of the respondents had a tendency to shop online nad they were aware of the
discount coupon industry.69.2% respondents having access of net banking and 80.8% having
access either credit card and debit card.10.6% of the respondents used discount coupons on a
daily basis and 37.5% respondents used the coupon on special occasions while majority of
respondents are using during the weekends.
The Indian Discount Couponing Industry is at a nascent stage. Majority of the respondents are
using discount coupon and they are aware about it because of its convenience.

28
D.K.Pandiya, Professor and Head, Department of Commerce, Assam
University
Brajesh Kumar, Assistant Professor,Department of Commerce, Assam
University
RajashreeBhattacharjee, Research Scholar, Department of Commerce, Assam
University
They altogether were published an article on Customer Satisfaction and Preference
towards colour TV brands in Silchar, Assam in Indian Journal of Marketing on
August,2012.
In the era of technological advancement, the TV manufacturing companies are introducing
various new features in their brands. Today a bundle of brands are available with several options
such as lower price, higher quality, better performance and world services along with power
efficiency, digital functions etc. All these put to pressure on the ordinary customers and make it a
complex and confusing decision as to what to purchase and how to purchase. It is quite to
understand that the generation of information plays a very crucial role in the formulation of
marketing strategies and its provides a link between the customer and the organization. This is
mainly because of the fact that contemporary TV market is a complex buyers‟ market.
Therefore the present study aims at ascertaining the television customer‟s preference over the
various counts of the TV brand they use. This study also throws light on the customers‟ purchase
behaviour with respect colour television.
Since the study is conducted in Silchar only, so the result of this study may not be applicable in
other areas.

29
In this study the Researchers were using a cross-sectional descriptive research design.The sample
size of this study 100 and the data was collected from the respondents who owned colour
television set in Silchar town. The customers were selected through the random sampling plan.
The data was analyzed by using percentage method and also bar diagrams have been used for
better pictorial understanding.
By analyzing data the Researcher observed that most of the people were having LG colour TV
and least people were having Philips colour TV brand. Here it can be safely said that LG
possessed the maximum sales volume in Silchar, Assam.
It is also observed that maximum number of respondents were influenced by friends are
relatives. Very few respondents were influenced by advertisement on hoardings and others. From
this study it can be said that friends and relatives were the main source for influencing the
customer.
By this study the Researcher analyzed that the highest level of satisfaction enjoyed by the TV
customer in Silchar Town over the attribute Price and least number of respondents were satisfied
with the incentives in The Silchar Town.
By this study the Researcher analyzed that 34% respondents were willing to replace their present
of TV in Silchar town, which means most of them are satisfied with their present brand of TV.
From this study the Researcher analyzed that 84.4% of the LG colour TV users were nor willing
to change their TV, whereas 57.14% of the Samsung TV users were willing to change their TV.
It can be safely interpreted that LG brand of colour Television was judged to be the best brand in
retaining its present volume of customers.
The sales volumes of the brands of colour television other than LG were quit low in Silchar.
These companies should conduct market surveys at regular intervals to know the customer
preference and also to know about the current market situation if they want to increase their
market share. Price is the major factor by which TV customers were highly satisfied in different
product differentiation attributes. Friends and relatives and advertisement on TV were the main
source which influenced the respondents to purchase their respective brands of colour TV.

30
LG was found to be the most popular brand of colour TV and the popularity of Philips brand of
colour television was at the least level in Silchar.
Sunil Giri, Assistant professor, College of Management, Vaishno
Devi University, Jammu and Kashmir.
Vishal Sharma ,Research Scholar, College of Management, Vaishno
Devi University, Jammu and Kashmir.
They were together published an article of Food Products Packaging‟s effect on
Consumer Behaviour in Indian Journal Of Marketing on May, 2012.
In today‟s competitive business environment, the role of packaging has changed due to the
consumer‟s lifestyle change and increasing self-service. Packages acts as a good tool of sales
promotion, which also stimulates consumer impulsive buying behaviour (Wells, Farley &
Armstrong, 2007), which increases market share and cuts various costs involved in marketing. In
other words we can say that packaging acts as one of the most important factors in influencing
consumer‟s purchase decision and also acts as an effective tool of marketing communication.
Other researches have pointed out that using an illustration in the package design can draw more
attention to the product (Regina W.Y and Wen-Chun Chen). Based on the result of previous
research this research paper tries to find out those key packaging which have an impact on the
consumer buying behaviour.
The study was conducted in Jammu region only, so this study may not be applicable in other
areas and also the responses depend upon the mood of the respondent while answering the
questions, so there may be chances of misinterpretation due to bias and prejudices of the
respondents to the questionnaire
The Researchers were used descriptive type of research to determine different level of elements
having the highest amount of impact on consumer‟s purchase decision. The study was based on
survey and data was collected from 250 respondents from Jammu and Kashmir region with the
help of a well-designed pre-tested structured questionnaire. The sampling technique used was

31
simple random sampling and convenience sampling. Factor analysis is also used to reduce the
large number of factors to few factors, i.e. the most important factors that consumers keep in
mind before going to purchase of the packed food products, with the help of SPSS.
The result from descriptive statistics in SPSS shows that among the overall respondents 69%
were females and all of the respondents feel in the age group between 18-26 years.
Mean Standard Deviation and Variance of the various variables used in the study. Mean was
found to be highest for the celebrity picture on the peak and lowest for the expire date of
information, Standard Deviation for the vegetarian and non-vegetarian information was the
highest a lowest for the expiry date information. Similarly Variance was the highest for the
vegetarian and non-vegetarian information and was lowest for the expiry date information.
The value of Kaiser-Meyer-Olkin from the result was 0.764, which should be above 0.5 and also
the value of Barlett‟s test was significant, so it can be assumed that that the factor analysis test is
suitable for data/samples collected.
All the variables having factor loading less than 0.4are not shown , then obtained result from this
study show that variables like colour, endorser, logo ,mood, price and celebrity picture have the
highest loading, hence they were grouped under the factor named outlook and Price of the Pack.
Variables like toll free no, receipt information brand name, non-veg information, ingredients
have the highest loading at the second component they were grouped under the factor named
Information and Labeling on the Package. Variables like tagline, content, promotion having the
highest loading at the third components; they were grouped under the factor named Package
Promotion. Variables like Facts About products, Type of Packaging, Place of manufacture have
the highest loading at the fourth component;they were grouped under the factor named
Packaging Technique. Variables like manufacturing date, expiry date have the highest loading at
the fifth component; they were grouped under the factor named Product Labeling and
Information. Variables like creative idea, eco-friendly messages have the highest loading at the
sixth component,and they were grouped under the factor named Creative and Social Message.
The variables Flavour has highest loading at the seventh component,hence named as Factor
Flavours of packed foods.Variables size of package has highest loading at the eighth

32
component,hence named as Factor Sizes of the Packages Available. The variables Age has
highest loading at the ninth component,hence named as Factor Age.
From the regression equation, the Researcher found out that out of the nine grouped factors there
are only four factors which are effecting the buying behaviour of the customers. The factor
Creative Promotion and Social Message has the highest impact on the buying behaviour of the
consumers.
The result of this study did support the proposition that visual elements of the package influence
choice of the product to a great extent and labels ,social messages, graphics and colour are
frequently the more influence

34
Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej,
Allwyn, and Voltas were the major players in the consumer durables market, accounting for no
less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony,
Samsung, Whirlpool, Daewoo, Aiwa came into the picture. Today, these players control the
major share of the consumer durables market.
Consumer durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast
because of rise in living standards, easy access to consumer finance, and wide range of choice, as
many foreign players are entering in the market. Consumer durables are the products whose life
expectancy is at least 3 years. These products are hard goods that cannot be used up at once.
Consumer durables Sector can be classified as follows:
1. Consumer Electronics includes VCD/DVD, home theatre, music players, color televisions
(CTVs), cameras, camcorders, portable audio, Hi-Fi, etc.
2. White Goods include dishwashers, air conditioners, water heaters, washing machines,
refrigerators, vacuum cleaners, kitchen appliances, non-kitchen appliances, microwaves, built-in
appliances, tumble dryer, personal care products, etc.
3. Moulded Luggage includes plastics.
4. Clocks and Watches
CURRENT SCENARIO:
The consumer durables market in India is valued at US $ 4.5 billion currently. In2008,
microwave ovens and air conditioners registered a growth of about 25%. Frost-free refrigerators
have registered significant growth as many urban families are replacing their old refrigerators. .
Washing machines, which have always seen poor growth, have seen reasonable growth in 2006.
More and more Indians are now buying electrical appliances due to change in electricity
scenario. The penetration level of color televisions (CTVs) is expected to increase 3 times by
2008.
On the brick of rapid economic growth, India has witnessed the dynamic change in country‟s
consumer electronics industry. In last few years the industry has been witnessing significant
changes in retail boom, growing disposable income and availability of easy finance schemes.
One electronic gadget that has brought new revolution in Indian Electronic Industry is Television

35
Set. Today, India is fast emerging as the key driver in the global television market both as a
manufacturer and consumer. In recent years, the market for televisions in India has changed
rapidly from the conventional CRT technology to Flat Panel Display Televisions (FPTV).
Currently, the split between CRT and FPTV is around 97% and 3% respectively. In addition to
this, one of the most striking changes sweeping across the colour television market in Indian
market is the exponential growth of the flat panel television (FPTV) market, in common parlance
called the liquid crystal display(LCD) and plasma televisions. Moreover, as per recent research
data available, the global market for FPTV is expected to grow from 51 million units in 2006 to
127million by 2009
Looking at the present scenario, over the last couple of years, the LCD prices have even dropped
by around 30 per cent annually. Some of the important factors that boasted this growth also
include the increasing awareness of the advantages of LCD televisions, the growing availability
of the product across dealer counters and the Finance schemes in the market. Besides this, as a
manufacturing hub, the television industry is improving more and more. There are many
domestic and MNC companies that have increased their production bases in the country. Easy
availability of low-cost skilled labor and the emergence of SEZs, which are tax-free zones, are
some of the key factors that have resulted in growth of these manufacturing units. In fact,
encouraged by tax-breaks, new manufacturing units are coming up in less-developed regions
now.
Today, India is one of the few emerging countries to have an excellent component supply base in
terms of manufacturing facilities for glass and color picture tubes, so it helps it a good choice for
all those companies who are looking to take benefit of this emerging market.
In present scenario top player for colour television are
• LG
• VIDEOCON
• SAMSUNG
• SONY
• ONIDA
• PHILLIPS
• SANSUI
• BPL

36
INDUSTRY ANALYSIS- 5 FORCES MODEL
Michael Porter‟s Five Forces Model provides a robust and time-tested framework for analyzing
any industry, reflected in the strength of the five forces (industry competitors, potential entrants,
and threat of substitutes, power of buyers and power of suppliers). The collective strength of the
five forces determines the ultimate profit potential in an industry,
Where profit is measured in terms of long-term returns on capital invested. The elements of each
of the above forces and the extent and /or effect of each element in the context of the television
industry have been analysed and enumerated below.
The Porter‟s Five Forces tool is a simple but powerful tool for understanding where power lies in
a business situation. This is useful; because it helps you understand both the strength of your
current competitive position, and the strength of a position you‟relooking to move into. With a
clear understanding of where power lies, you can take fair advantage of a situation of strength,
improve a situation of weakness, and avoid taking wrong steps. This makes it an important part
of your planning tool kit. Conventionally, the tool is used to identify whether new products,
services or businesses have the potential to be profitable. However it can be very illuminating
when used to understand the balance of power in other situations.
1. COMPETATIVE RIVALRY AMONG INDUSTRY (VERY HIGH)
2. BARGAINING POWER OF BUYER (VERY HIGH)

37
3. BARGAINING POWER OF SUPPLIER (LOW)
4. BARRIER TO ENTRY (LOW)
5. THREATS OF SUBSTITUTES (LOW)
1 Degree of Rivalry
Degree of rivalry denotes the intensity of competition within the industry. Videocon, LG,
Samsung, Sony, Onida, are the big competitors in television industry. Although Videocon,
another major player has managed to hold its own in the midst of the onslaught from the Korean
majors, though profits have suffered. Other large Indian companies in the top of the list are Mirc
Electronics. While Mirc Electronics is managing to hold its share by adopting value for money
strategy, BPL is facing tough time, experiencing drastic decline in market share. Sony, Philips,
Akai, Sansui, Aiwa, Toshiba and now Hyundai are the other foreign brands in the market. The
industry is based on numbers game and companies will have to maintain a fine balance between
catering to lifestyle requirements and meeting the needs of average consumer.

38
2. Competitor Analysis
A detailed analysis of some of the major players is done below:
LG ELECTRONICS
LG Electronics rightly understood the consumer motivations to create magnetic products, price
them strategically, position them sharply and keep making the magnetism more potent. Having
understood the finer differences in consumer motivations, it opted for sharp- arrow „reasons-to-
buy‟ differentiation over the „blanket-all approach‟ taken by most of the other players. It is an
aggressive marketer. It focuses on low and medium price products.
SAMSUNG
Initially the strategy of Samsung in India was to create premium image by emphasizing global
brand. After facing stiff competition from another Korean major-LG, Samsung also started
playing price game. In 2004 it reverted back to its premium positioning, although it resulted in
some loss of market share. In line with the Global Digital Initiative of the Parent Company,
Samsung India is seeking to acquire digital leadership in India by introducing its digital ready
televisions like the 40" LCDP rejection TV, 43" Projection TV and the Plano series of Flat
Colour televisions.
ONIDA
Its popular devil ad although had engendered a strong emotional pull towards the brand,
technologically it represented no advancement. The company plugged the gap by touting its
digital technology. Like Videocon, it has also been able to hold its market share. The world-class
quality of Onida has enabled the company to make a breakthrough on the export front. It has
technical tie- up with the Japan Victor Company, better known as JVC. So focused is Onida on
positioning itself on the premium, high- tech plank that it is even planning to push its own
envelope on obsolescence, much. The strategy is aimed at further broad basing the product
offering of the company, which has largely dominated the top-end of the television market,
across multiple market segments.

39
VIDEOCON
Videocon has always been a price player and has an image of a low price brand. This entails
providing more features at a given price vis-à-vis competitors. It has taken over multinational
brands to cater to unserved segments, like Sansui- to flank the flagship brand Videocon in the
low to mid-priced segment, essentially to fight against brands like BPL, Philips, Onida and taken
over Akai- tail end brand for brands like Aiwa.
Videocon is one of the largest manufacturers of television and its components in India and thus
has advantages of economies of scale and low cost due to indigenisation. It has the widest
distribution network in India with more than 5000dealers in the major cities. It also has a strong
base in the semi-urban and rural markets. Due to its multi-brand strategy, it has at present
multiple brands at the same price point. This has led to a state of diffused positioning for its
brands. It has also led to a cannibalisation of sales among these brands. The flagship brand
Videocon has lost market share due to the presence of Sansui in the same segment. Because of
reduction in import duties on CPT the cost advantage of Videocon is also on the decline. Hence
it is facing rough weather and also trying to boost exports.
Besides understanding the strategy adopted by different players, several other factors-industry
growth, concentration and balance, corporate stakes, fixed cost, and product differences need to
be analysed to determine the extent of rivalry between the existing Players.
The threat of potential new entrants (low)
High capital required entering into television industry, which needed large investment on
technology, distribution, service outlets and plant. Difficulty for customers in switching cost,
when they are satisfied with their current product as well as difficultly for new entrants to have
product differentiation because customers had already familiar with those established consumer
electronics companies, therefore new entrants have to spend a lot on branding and customer
knowledge. It is difficult to obtain a license; successful applicant has to undergo through a form
of competitive evaluation, such as a comparative evaluation process.
Threat of entry is determined by the entry barriers, which act to prevent new firms from entering
the industry. A lower entry barrier makes it difficult for the existing producers to remain

40
profitable for long. When profits increase, additional firms will enter the market to take
advantage of the high profit levels and over time drive down profits of all firms in the industry.
When profits decrease, some firms will exit the market, thus restoring the market equilibrium.
Barriers to entry arise from several sources:
Access to Distribution Channels:
A strong distribution network is absolutely essential to compete in this industry. Not only does it
guarantee a country wide reach for a company‟s products but is also necessary for providing
good after sales service.
Videocon has implemented ERP system, which helps in integrating the manufacturing,
marketing, procurement and distribution services with the corporate office
LG Electronics sells in 1800 towns and cities with a population of 1, 00,000 and above.
Samsung also has a widespread service network, which includes 123 exclusive service centers
and 200 distributors in any town with more than 1 lakh population. All BPL dealers are linked
via VSAT nodes, ensuring online availability of information on inventory status and sales
movement.
Distribution hence is difficult and costly as established firms dominate distribution. Large
incentives are required to gain entry into the distribution channels and further gain
recommendation to retailers from the dealers.
Brand Salience:
With little product differentiation and parity products, it is imperative that distinct images are
created in the minds of consumers through positioning and brand building. MNCs have been able
to compress the cost of brand building by amortising the cost of sponsoring international events
across a larger footprint straddling multiple countries.
Capital Investment and Economies of Scale:
Television industry is capital intensive and players have made huge investments in putting up
state of the art manufacturing facilities. Videocon has seven manufacturing site in India Sony
India had a production capacity of 300,000 CTV sets with capacity utilization of 66%. Samsung
is investing $4 mn to expand its CTV manufacturing capacity at Noida to 800,000 units per year.

41
The existing capacity of the plant is around 600,000 units. Other players like Mirc Electronics,
LG have also set up manufacturing facilities in India. The market players need sales volume to
achieve economies of scale, which is difficult because of large number of competitors. Apart
from investments in manufacturing the industry requires huge working capital to manage
inventories.
Supply chain mgmt. and inventory management thus becoming crucial to Determining
profitability. With regard to sourcing funds, MNCs are better placed than their Indian
counterparts as they manage to get funds from their parent Companies at low rates of interest.
Huge capital requirement thus can act as barrier to entry.
Threat of Substitutes goods (low):
In Porter‟s model, substitute products refer to products in other industries. There are few
substitutes from other industry if any. Most of them seem to be obsolete or have one foot out of
door. Internet though emerging as an infotainment medium is very low in penetration. Moreover
the industry has responded to the future threat by introducing a TV that can provide functions of
the Internet along with regular features, e.g., BP Digital that includes Internet and cellular
facilities.
Bargaining power of Buyer (high):
The power of buyers is the impact that consumers can have on a producing industry. Buyer
power influences the prices that a firm can charge. Buyer power is influenced by various factors
as follows:
Buyer Concentration:
The industry is akin to consumer durables whose end users are fragmented. Hence buyers do not
have any specific influence on producers

42
Buyer SwitchingCost:
The cost incurred by consumer in switching from one television brand to another is practically
zero. Brand loyalty is low. Hence the companies cannot rest on their laurels and have to be on
their tenterhooks to retain the customers.
Price Sensitivity:
Market is highly price conscious and promotion driven. With the onslaught of VIDEOCON‟s
major price cuts and promotional schemes, this market has now become a promotion driven one.
To successfully compete in this industry, even premium layers like Sony, LG have had to come
up with schemes. LG and Philips have 15. Been the most aggressive amongst industry leaders as
far as pricing is Concerned and hence their realisation shave been lower than industry average.
Industry leaders like LG focus on low- medium priced CTV, while Samsung has moved
gradually towards higher priced CTVs. The domestic high-end CTV prices will follow the global
price trend of declining prices. However, the Prices of domestic products would be higher than
those of global products due to negligible demand in the domestic market and hence most likely
to be met through imports. Market is highly price sensitive as the Demand has increased with fall
in prices.
Bargaining power of supplier (low):
In television industry, there is low bargaining power of Supplier‟s because big global supply
chain management. There is direct negotiation with supplier in order to encourage reliable
supply, faster delivery and lower price. Bargaining power influences the cost and quality of input
material. Higher supplier power raises the input cost, thereby reducing the industry profitability.
The most critical component in manufacturing television is the picture tube. It constitutes around
50% of the cost of television. While Black and White picture tubes are made in India, many
manufacturers still need to import colour picture tubes.
The other important components include electronic circuit boards, tuners, high-tension
transformers and moulded plastic casings. The demand for colour picture tubes (CPT) has been
rising steadily. But at the same time owing to customs and import liberalization, they had to face
competition from importsDuring1993-1997. A sharp reduction in import duty from 85% to 40%
between1994-96 and further down to 20% by 2004 was announced to gear the manufacturers of

43
picture tubes to face competition from foreign players. As a result of spurt in Demand in 1990s,
the CPT manufacturers expanded capacities, which resulted in Excess capacity in the domestic
market. Samtel Colour, LG Hotline and JCT Electronics are the major domestic CPT
manufacturers the picture tube industry is both technology and capital-intensive industry.
At the same time bulk orders in raw material procurement fetch more discounts, which give the
larger players an advantage over their smaller counterparts. The CPT, the most critical
component in a CTV has no alternate use and therefore, the CPT industry is solely dependent on
CTV players, mainly domestic and partly exports. Hence larger players like LG, Samsung and
Mirc etc. are able to negotiate better deals unlike other players.
CONCLUSION
The variables affecting the industry with regard to each of the five forces have been categorized
as favorable or adverse. Favourable variables have the potential to improve profitability, while
adverse variables reduce profitability of the industry. Some strategic initiatives, which could be
adopted to leverage the favourable forces and protect themselves from the adverse ones, are as
follows:
• R&D and Marketing will have to work closely together. R&D will have to play a role in cost
innovation, which can cut component cost and raise performance. The number of defectives has
to be reduced at negligible levels. The quest should be to do even better. Each assembly line can
be made to compete with the other
. • Vital to the spread out is the re-haul of distribution network. Home appliances have
necessitated separate dealers, many of them specialists. For sharper focus on all categories
individually, the market has to be opened wider.
• Brand building will be important, so as to ensure brand preference. Marketers will have to
strategies to pull the consumer up the value escalator. A good fraction of sales if come from high
margin products as flat TVs and projection TVs would improve profitability of companies.
Sharply differentiated products with effective communication on a continuous basis would be the
key for future. Challenge lies in creating higher order universal benefits and sensitizing the larger
audiences to it.
LG and Samsung are likely to retain top positions.

44
• Buyers are easily swayed by costs, which are also verified by the presence of large number of
product offerings. Focus would be on providing value for money to the consumer, with more
brands in the economy segment. The challenge before marketers is to span out, and address a
wider set of needs. They will have to identify segments not addressed by them so far and also
introduce low price-point products aimed at rural markets.
• Besides catering to the cost conscious segment, marketers need to segment the market on the
basis of psychographics, which will help in inducing brand loyalty through lifestyle and
experiential marketing.
• The increase in disposable incomes, more number of households above the threshold income,
declining prices, shortened replacement cycle and the demand for multiple TV, all these factors
are expected to sustain the growth momentum at 10-12per cent during 2008-09 to 2010-11.

45
DATA ANALYSIS AND INTERPRATATIONS

46
Table1: Showing Gender of Customers
Sr.No Brand Names Responses Gender Percentage
1 Samsung 89 (total)
70 Male 79
19 Female 21
2. LG 33(total)
25 Male 76
8 Female 24
3 Sony 52 (total)
40 Male 77
12 Female 23
4. Onida 8 (total)
6 Male 75
2 Female 25
5. Others 18 (total)
14 Male 78
4 Female 22

47
Interpretation: It is clear from the data given in Table1 and Figure 1, among the 89 users of
Samsung TV 70 respondents are male and 19 respondents are female. In Case of LG TV, among
the 33 users 25 respondents are male and 8 respondents are female. . In Case of Sony TV, among
the 52 users 40 respondents are male and 12 respondents are female. . In Case of Onida TV,
among the 8 users 6 respondents are male and 2 respondents are female. . In Case of Other TV
brand, among the 18 users 14 respondents are male and 4 respondents are female.
Inference:
This figure shows that most of the respondents are male.
0
10
20
30
40
50
60
70
80
90
Male
Female
Male
Female
Male
Female
Male
Female
Male
Female
89 (total) 70 19 33(total) 25 8 52 (total) 40 12 8 (total) 6 2 18 (total) 14 4
Samsung LG Sony Onida Others
Percentage
Percentage

48
Table2: Age of the Respondents
Sr. No Brand Names Responses Age Percentage
1 Samsung 89
62 20-25 years 70
25 25-30 years 28
1 30-35 years 1
1 35 and above 1
2. LG 33
22 20-25 years 67
10 25-30 years 30
1 30-35 years 3
0 35 and above 0
3 Sony 52
37 20-25 years 71
14 25-30 years 27
1 30-35 years 2
0 35 and above 0
4. Onida 8
5 20-25 years 62
3 25-30 years 38
0 30-35 years 0
0 35 and above 0
5. Others 18
13 20-25 years 72
5 25-30 years 28
0 30-35 years 0
0 35 and above 0

49
Interpretation: It is clear from the data given in Table2 and Figure 2 that among the 89 users of
Samsung TV, 62 respondents are between 20-25 years, 25 respondents fall under the age of 25-
30 years, only 1 respondent falls between the age of 30-35 years and 1 falls under 35. In case of
LG TV among the 33 respondents, 22 belongs to 20-25 years, 10 respondents fall under the age
of 25-30, 1 respondent belongs to 30-35 years and nobody falls under the age of 35 and above. In
case of Sony TV among the 52 users 37 falls under the age of 20-25 years, 14 respondents are
between 25-30 years, only one respondent falls under the age of 30-35 years. In case of Onida
TV among the 8 users 5 respondents are between 20-25 years, 3 falls under the age of 25-30
years and nobody falls under the age of 30-35 and above 35. In case other TV 13 falls under the
age of 20-25 years, 5 fall under the age of 25-30 years and nobody falls under the age of 30-35
an above 35.Among all the 200 respondents of colour TV, 169 respondents are between age of
20-25 years , which is maximum compared to others age group, then 27 respondents falls in the
age group of 25-30 years, 3 respondents in the age bracket of 30-35 years and only 1 in 35 and
above age group.
Inference:
 This diagram shows preference of the customer of different level of age group
0
10
20
30
40
50
60
70
80
20-25years
25-30years
30-35years
35andabove
20-25years
25-30years
30-35years
35andabove
20-25years
25-30years
30-35years
35andabove
20-25years
25-30years
30-35years
35andabove
20-25years
25-30years
30-35years
35andabove
89 62 25 1 1 33 22 10 1 0 52 37 14 1 0 8 5 3 0 0 18 13 5 0 0
Percentage
Percentage

50
Table3: Showing Occupation of Respondents
Brand Names Responses Occupation Percentage
Samsung 89
27 Service 30
7 Self-Employed 8
55 Student 62
Others 0
LG 33
10 Service 30
2 Self-Employed 6
21 Student 64
0 Others 0
Sony 52
17 Service 33
4 Self-Employed 8
31 Student 59
0 Others 0
Onida 8
2 Service 25
1 Self-Employed 12.5
5 Student 62.5
0 Others 0
Others 18
5 Service 28
1 Self-Employed 5
12 Student 67
0 Others 0

51
Interpretation: It is clear from the data given in Table3 and Figure 3, Among the 89 users of
Samsung TV 27 respondents are service holder , 7 respondents having own business and 55
respondents are students. Among the 33 users of LG TV 10 respondents are service holder, 2
respondents having own business and 21 respondents are students. Among the 52 users of Sony
TV 17 respondents are service holder, 4 respondents having own business and 31 respondents
are students. Among the 8 users of Onida TV 2 respondents are service holder, 1 respondents
having own business and 5 respondents are students. Among the 18 users of Samsung TV 5
respondents are service holder, 1 respondent having own business and 12 respondents are
students.
Inference:
 This diagram shows that most of the respondent is student.
 Also good amount of Service man available here.
 By this we can know about difference in preference.  
 By knowing occupation distribution clearly the company can segment and target
customer according to their occupation.
0
10
20
30
40
50
60
70
80
Service
Self-Employed
Student
Others
Service
Self-Employed
Student
Others
Service
Self-Employed
Student
Others
Service
Self-Employed
Student
Others
Service
Self-Employed
Student
Others
89 27 7 55 33 10 2 21 0 52 17 4 31 0 8 2 1 5 0 18 5 1 12 0
Percentage
Percentage

52
Table4: Income of respondents
Sr. No Brand Names Respondent Income Percentage
1 Samsung 89
53 10000-20000 59
14 20000-30000 16
15 30000-40000 17
7 40000 and above 8
2. LG 33
18 10000-20000 55
8 20000-30000 24
5 30000-40000 15
2 40000 and above 6
3 Sony 52
25 10000-20000 49
10 20000-30000 19
9 30000-40000 17
8 40000 and above 15
4. Onida 8
5 10000-20000 62
2 20000-30000 25
1 30000-40000 13
0 40000 and above 0
5. Others 18
8 10000-20000 44
5 20000-30000 28
3 30000-40000 17
2 40000 and above 11

53
Interpretation: It is clear from the data given in Table 4 and Figure 4,among the 89 users of
Samsung TV 53 respondents are earning between 10000-20000,14 respondents are earning
between 20000-30000, 15 respondents earning between 30000-40000,only 7 respondents earning
40000 and above. Among the 33 users of LG TV 18 respondents are earning between 10000-
20000,8 respondents are earning between 20000-30000, 5 respondents earning between 30000-
40000,only 2 respondents earning 40000 and above. Among the 52 users of Sony TV 25
respondents are earning between 10000-20000,10 respondents are earning between 20000-
30000, 9 respondents earning between 30000-40000,only 8 respondents earning 40000 and
above. Among the 8 users of Onida TV 5 respondents are earning between 10000-20000,2
respondents are earning between 20000-30000, 1 respondent earning between 30000-40000,no
one is earning 40000 and above. Among the 18 users of other colour TV 8 respondents are
earning between 10000-200005 respondents are earning between 20000-30000, 3 respondents
earning between 30000-40000,only 2 respondents earning 40000 and above.
Inference:
 By knowing the income level of the customer by this figure will help the company to
modify the products according the buying capability of the customer, which depends
upon the Income level.
 Here I can infer that there are all income level people available in this segment so
company needs a good product range.
010203040506070
10000-20000
20000-30000
30000-40000
40000andabove
10000-20000
20000-30000
30000-40000
40000andabove
10000-20000
20000-30000
30000-40000
40000andabove
10000-20000
20000-30000
30000-40000
40000andabove
10000-20000
20000-30000
30000-40000
40000andabove
89531415 7 3318 8 5 2 522510 9 8 8 5 2 1 0 18 8 5 3 2
Percentage
Percentage

54
Table 5: Showing Number of Customers having TV
Response No of respondents Percentage
Yes 200 100
No 0 0
Total 200 100
Interpretation:
 From the above data it can be inferred that all the respondents own different brand of
colour TV.
No of respondents
Yes
No

55
Table6: Ownership of respondents of various brands of colour TV
TV brands No Of Respondents Percentage
Samsung 89 44
LG 33 17
Sony 52 26
Onida 8 4
Others 18 9
Total 200 100
Samsung
44%
LG
17%
Sony
26%
0%
Onida
4%
Others
9%
No Of Respondents

56
Interpretation:
From above data it can be stated that the high number of respondents holds Samsung colour TV
i.e., 44.5%, 26% of the respondents owns Sony colour TV. 16.5% respondents owns LG colour
TV. 4% respondents owns Onida colour TV. And 9% owns other colour TV apart from
mentioned above. Here it can be safely said that Samsung enjoys the 1st
position, followed by
Sony, LG, Onida and then others.
Inference:
 Bu this figure we can analyze that demand of Samsung and Sony colour TV is more than
others brand of colour TV.

57
Table7: Showing types of color TV
Sr. No Brand Names Respondent Types of Colour TV Percentage
1 Samsung 89
28 CRT 32
41 LCD 46
20 LED 22
0 Others 8
2. LG 33
10 CRT 30
16 LCD 49
7 LED 21
0 Others 0
3 Sony 52
16 CRT 31
25 LCD 48
11 LED 21
0 Others 0
4. Onida 8
4 CRT 50
3 LCD 38
1 LED 12
0 Others 0
5. Others 18
6 CRT 33
9 LCD 50
3 LED 17
0 Others 0

58
Samsung TV, 28 respondents are using CRT colour TV, 41 respondents are using LED, and 20
respondents are using LED. Among the 33 users of LG TV, 10 respondents are using CRT
colour TV, 16 respondents are using LED, and 7 respondents are using LED. Among the 52
users of Sony TV, 16 respondents are using CRT colour TV, 25 respondents are using LED, and
11 respondents are using LED. Among the 8 users of Samsung TV, 4 respondents are using
CRT colour TV, 3 respondents are using LED, 1 respondent are using LED. Among the 18 users
of Samsung TV, 6 respondents are using CRT colour TV, 9 respondents are using LED, and 3
respondents are using LED.
Inference:
By this I can analyze that most of the respondents are more inclined towards the LCD
TV.
0
10
20
30
40
50
60
CRT
LCD
LED
Others
CRT
LCD
LED
Others
CRT
LCD
LED
Others
CRT
LCD
LED
Others
CRT
LCD
LED
Others
89 28 41 20 0 33 10 16 7 0 52 16 25 11 0 8 4 3 1 0 18 6 9 3 0
Percentage
Percentage

59
Table 8: No of channel supported by TV
Sr. No Brand Names Responses No of TV channels Percentage
1 Samsung 89)
21 0-100 23
24 100-200 27
44 200 and more 50
2. LG 33
9 0-100 27
11 100-200 33
13 200 and more 40
3 Sony 52
11 0-100 21
12 100-200 23
29 200 and more 56
4. Onida 8
3 0-100 37.5
3 100-200 37.5
2 200 and more 25
5. Others 18
4 0-100 22
3 100-200 17
11 200 and more 61

60
Samsung TV 21 respondents having 0-100 channels, 24 having 100-200 channels and 44
respondents having 200 and more channels in their TV. Among the 33 users of LG TV 9
respondents having 0-100 channels, 11 respondents having 100-200 channels and 13 respondents
having 200 and more channels in their TV. Among the 52 users of Sony TV 11 respondents
having 0-100 channels, 12 respondents having 100-200 channels and 29 respondents having 200
and more channels in their TV. Among the 8 users of Onida TV 3 respondents having 0-100
channels, 3 respondents having 100-200 channels and 2 respondents having 200 and more
channels in their TV. . Among the 18 users of Onida TV 4 respondents having 0-100 channels, 3
respondents having 100-200 channels and 11 respondents having 200 and more channels in their
TV.
Inference: Here we can infer that most of the respondent prefers to buy the TV which is
supporting more channels.
0
10
20
30
40
50
60
70
0-100
100-200
200andmore
0-100
100-200
200andmore
0-100
100-200
200andmore
0-100
100-200
200andmore
0-100
100-200
200andmore
89) 21 24 44 33 9 11 13 52 11 12 29 8 3 3 2 18 4 3 11
Percentage
Percentage

61
Table9: Showing size of the TV
Sr. No Brand Names Responses TV size(inches) Percentage
1 Samsung 89
35 21” 39
24 24” 27
21 28” 24
9 Other 10
2. LG 33
11 21” 33
10 24” 31
7 28” 21
5 Other 15
3 Sony 52
18 21” 35
16 24” 31
12 28” 23
6 Other 11
4. Onida 8
3 21” 38
2 24” 25
1 28” 12
2 Other 25
5. Others 18
7 21” 39
4 24” 22
3 28” 17
4 Other 22

62
Interpretation: It is clear from the data given in Table9 and Figure 9,among the 89 users of
Samsung colour TV, 35 respondents are using 21” ,24 respondents are using 24”,21 respondents
are using 28” and 9 respondents are using other than that. Among the 33 users of LG colour TV,
11 respondents are using 21” ,10 respondents are using 24”,7 respondents are using 28” and 5
respondents are using other than that. Among the 52 users of Sony colour TV, 18 respondents
are using 21” ,16 respondents are using 24”,12 respondents are using 28” and 6 respondents are
using other than that. Among the 8 users of Onida colour TV, 3 respondents are using 21”, 2
respondents are using 24”,1 respondent are using 28” and 2 respondents are using other than
that. Among the 18 users of other colour TV, 7 respondents are using 21” ,4 respondents are
using 24”,3 respondents are using 28” and 4 respondents are using other than that.
Inference:
 By this we can know most of the respondent are using 21” colour TV.
 Here we can know about the colour TV size preference of the customer, which will help
the company.
0
5
10
15
20
25
30
35
40
24”
Other
21”
28”
24”
Other
21”
28”
24”
Other
89 35 24 21 9 33 11 10 7 5 52 18 16 12 6 8 3 2 1 2 18 7 4 3 4
Percentage
Percentage

63
Table10: Showing no of TV held by respondents
Number of TV Number of Respondents Percentage
1 103 52
2 64 32
3 and more 33 16
Total 200 100
Interpretation: It can be interpreted that 51.5 % respondents owns only 1 Colour TV, then 32%
respondents owns 2 Colour TV and 16.5 % respondents owns 3 and more colour TV.
0 20 40 60 80 100 120
1
2
3 and more
Number of Respondents
Number of Respondents

64
Tables11: Depicting reasons for buying particular TV
Sr No Brand Names Respondent Influence Sources Percentage
1 Samsung 89
28 Brand 31
13 Price 15
34 Features 38
13 Attractive 15
1 Other 1
2. LG 33
9 Brand 27
9 Price 27
10 Features 31
5 Attractive 15
0 Other 0
3 Sony 52
17 Brand 33
9 Price 17
18 Features 35
8 Attractive 15
0 Other 0
4. Onida 8
2 Brand 25
2 Price 25
3 Features 37.5
1 Attractive 12.5
0 Other 0
5. Others 18
6 Brand 33
3 Price 17

65
6 Features 33
2 Attractive 11
1 Other 5
Samsung TV, 28 respondents bought because of Brand name, 13 respondents purchased because
of Price, 34 respondents bought due to features, 13 respondents purchased because of attractive
model and 1 respondent purchased for other reason. Among the 33 users of LG TV, 9
respondents bought because of Brand name, 9 respondents purchased because of Price, 10
respondents bought due to features, 5 respondents bought due to attractive model. Among the 52
users of Sony TV, 17 respondents bought because of Brand name, 9 respondents purchased
because of Price, 18 respondents bought due to features, 8 respondents bought due to attractive
model. Among the 8 users of Onida TV, 2 respondents bought because of Brand name, 2
respondents purchased because of Price, 3 respondents bought due to features, 1respondent
bought due to attractive model. Among the 18 users of other colour TV, 6 respondents bought
because of Brand name, 3 respondents purchased because of Price, 6 respondents bought due to
features, 2 respondents purchased because of attractive model and 1 respondent purchased for
other reason.
Inference:Here company can know about customer preference, what they will see at the time of
purchasing.
0510152025303540
Brand
Price
Features
Attractive
Other
Brand
Price
Features
Attractive
Other
Brand
Price
Features
Attractive
Other
Brand
Price
Features
Attractive
Other
Brand
Price
Features
Attractive
Other
89 28 13 34 13 1 33 9 9 10 5 0 52 17 9 18 8 0 8 2 2 3 1 0 18 6 3 6 2 1
Percentage
Percentage

66
Table12: Showing how respondents came to know about particular TV
1 Samsung 89
41 Advertisement 46
15 Internet 17
20 Friends and Relatives 23
12 Dealer Suggestion 14
1 Other 1
2. LG 33
12 Advertisement 36
8 Internet 24
0 Other 0
3 Sony 52
22 Advertisement 42
10 Internet 19
3 Other 6
4. Onida 8
3 Advertisement 38
1 Internet 12
0 Other 0
5.
Others 18
8 Advertisement 44
4 Internet 22

67
3 Dealer suggestion 17
0 Other 0
Interpretation: It is clear from the data given in Table12 and Figure 12, Among the 89
users of Samsung TV 41 respondents came to know about it by advertising, 15
respondents by Internet, 20 respondents by Friends and Relatives, 12 respondents by
Dealer Suggestion and 1 respondent by other. Among the 33 users of LG TV 12
respondents came to know about it by advertising, 8 respondents by Internet,9
respondents by Friends and Relatives, 4 respondents by Dealer Suggestion and 0
respondent known by other. Among the 52 users of Sony TV 22 respondents came to
know about it by advertising, 10 respondents by Internet,12 respondents by Friends and
Relatives, 5 respondents by Dealer Suggestion and 3 respondent by other. Among the 8
users of Onida TV 3 respondents came to know about it by advertising, 1 respondents by
Internet,2 respondents by Friends and Relatives, 2 respondents by Dealer Suggestion
and 0 respondent by other. Among the 18 users of other brand of TV 8 respondents came
to know about it by advertising, 4 respondents by Internet, 3 respondents by Friends and
Relatives, 3 respondents by Dealer Suggestion and 0 respondent by other.
Inference: By this Diagram we can easily understand that advertisement is the main
source for reaching to the customer.
01020304050
Internet
Dealer…
Internet
Dealer…
Internet
Dealer…
Internet
Dealer…
Internet
Dealersuggestion
8941152012 1 3312 8 9 4 0 52221012 5 3 8 3 1 2 2 0 18 8 4 3 3 0
Percentage
Percentage

68
Table13: showing different factors influenced to buy TV
1 Samsung 89
30 Parents 34
40 Friends 46
5 Wife 5
10 Son & daughter 11
4 Other 4
2. LG 33
3 Parents 9
12 Friends 37
3 Wife 9
2 Son & daughter 6
13 Other 39
3 Sony 52
15 Parents 29
22 Friends 42
2 Wife 4
4 Son & daughter 8
9 Other 17
4. Onida 8
3 Parents 38
2 Friends 25
1 Wife 12
2 Son & daughter 25
0 Other 0
5. Others 18
3 Parents 17
7 Friends 39
2 Wife 11

69
1 Son & daughter 5
5 Other 28
Interpretation: It is clear from the data given in Table13 and Figure 13, Among the 89 users of
Samsung TV, 30 respondents are influenced by their parents, 40 respondents are influenced by
their friends, 5 are influenced by their wife, 10 are influenced by their children and 4 are
influenced by the other reason. Among the 33 users of LG TV, 3 respondents are influenced by
their parents, 12 respondents are influenced by their friends, 3 are influenced by their wife, 2 are
influenced by their children and 13 are influenced by the other reason. Among the 52 users of
Sony TV, 15 respondents are influenced by their parents, 22 respondents are influenced by their
friends, 2 are influenced by their wife, 4 are influenced by their children and 9 are influenced by
the other reason. Among the 8 users of Onida TV, 3 respondents are influenced by their
parents,2 respondents are influenced by their friends, 1 are influenced by their wife,2 are
influenced by their children. Among the 18 users of other Colour TV, 3 respondents are
influenced by their parents, 7 respondents are influenced by their friends, 2 are influenced by
their wife, 1 is influenced by their children and 5 are influenced by the other reason.
Inference: Here I can infer that friends and parents are playing important for influencing the
customer.
05101520253035404550
Parents
Friends
Wife
Son&daughter
Other
Parents
Friends
Wife
Son&daughter
Other
Parents
Friends
Wife
Son&daughter
Other
Parents
Friends
Wife
Son&daughter
Other
Parents
Friends
Wife
Son&daughter
Other
89 30 40 5 10 4 33 3 12 3 2 13 52 15 22 2 4 9 8 3 2 1 2 0 18 3 7 2 1 5
Percentage
Percentage

70
Table14: showing others factors lured Respondents to buy TV
1 Samsung 89
18 Price 20
28 Features 31
38 Quality 43
5 After Sales Service 6
0 Other 0
2. LG 33(
10 Price 30
9 Features 28
11 Quality 33
0 Other 0
3 Sony 52
7 Price 13
20 Features 38
22 Quality 43
0 Other 0
4. Onida 8
4 Price 50
2 Features 25
1 Quality 12.5
1 After Sales Service 12.5
0 Other 0
5. Others 18
4 Price 22
5 Features 28
8 Quality 44

71
0 Other 0
Samsung TV, 18 respondents are influenced by the price, 28 respondents are influenced by the
features, 38 are influenced by the Quality, and 5 are influenced by the after sales service. Among
the 33 users of LG TV, 10 respondents are influenced by the price, 9 respondents are influenced
by the features, 11 are influenced by the Quality, and 3 are influenced by the after sales service.
Among the 53 users of Sony TV, 7 respondents are influenced by the price, 20 respondents are
influenced by the features, 22 are influenced by the Quality, and 3 are influenced by the after
sales service. Among the 8 users of Onida TV, 4 respondents are influenced by the price, 2
respondents are influenced by the features, 1 is influenced by the Quality, and 1 is influenced by
the after sales service. Among the 18 users of other colour TV, 4 respondents are influenced by
the price, 5 respondents are influenced by the features, 8 are influenced by the Quality, and 1is
influenced by the after sales service
Inference:Here I can infer that before taking the purchase decision, they are considering the
three things namely Price, Quality, Features but customers more concerned about the quality of
the product.
0
10
20
30
40
50
60
Price
Features
Quality
AfterSalesService
Other
Price
Features
Quality
AfterSalesService
Other
Price
Features
Quality
AfterSalesService
Other
Price
Features
Quality
AfterSalesService
Other
Price
Features
Quality
AfterSalesService
Other
89 18 28 38 5 0 33(10 9 11 3 0 52 7 20 22 3 0 8 4 2 1 1 0 18 4 5 8 1 0
Percentage
Percentage

72
Table15: showing different benefits attracted respondents
Sr. No Brand Names Respondent Influence Sources Percentage
1 Samsung 89
22 Free Gift 25
50 Discount Offer 56
14 Exchange Offer 16
3 Other 3
2. LG 33
7 Free Gift 21
8 Exchange Offer 24
3 Other 10
3 Sony 52
15 Free Gift 29
7 Exchange Offer 13
1 Other 2
4. Onida 8
2 Free Gift 25
4 Discount Offer 50
1 Exchange Offer 12.5
1 Other 12.5
5. Others 18
4 Free Gift 22
3 Exchange Offer 17
1 Other 5

73
Interpretation: From the data above it can be interpreted that among the 89 respondents of
Samsung users 22 respondents purchased due to benefits of free gift whereas 50 respondents
prefer to buy due to discount offer and 14 respondents purchased because of Exchange offer and
3 respondents purchased because of other benefits. In Case of LG TV among the 33 users 7
respondents prefer to buy due to free gifts whereas 15 respondents purchased because of discount
offer, 8 respondents prefer to buy due to exchange offer and 3 respondents because of other
reason. . In Case of Sony TV among the 52 users,15 respondents prefer to buy due to free gifts
whereas 29 respondents purchased because of discount offer, 7 respondents prefer to buy due to
exchange offer and 1 respondents because of other reason .In case of Onida among the 8
respondents, 2 respondents purchased due to benefits of free gift whereas 4 respondents prefer to
buy due to discount offer and 1 respondents purchased because of Exchange offer and 1
respondents purchased because of other benefits. In case of other TV brands among the 18 users,
4 respondents prefer to buy due to free gifts whereas 10 respondents purchased because of
discount offer, 3 respondents prefer to buy due to exchange offer and 1 respondent because of
other reason.
Inference:
By this diagram we can easily understand that most of the respondents attracts towards
the discount offer at the time of purchasing.
By knowing the customer preference at the time of purchasing decision, company can
offer them benefits according to their preference for attracting them.
0102030405060
FreeGift
DiscountOffer
ExchangeOffer
Other
FreeGift
DiscountOffer
ExchangeOffer
Other
FreeGift
DiscountOffer
ExchangeOffer
Other
FreeGift
DiscountOffer
ExchangeOffer
Other
FreeGift
DiscountOffer
ExchangeOffer
Other
89 22 50 14 3 33 7 15 8 3 52 15 29 7 1 8 2 4 1 1 18 4 10 3 1
Percentage
Percentage

74
Table16: showing satisfaction of respondents for the service rendered
Sr. No Brand Names Respondent Responses Percentage
1 Samsung 89
84 Yes 94
5 NO 6
2. LG 33
32 Yes 97
1 NO 3
3 Sony 52
50 Yes 96
2 NO 4
4. Onida 8
6 Yes 75
2 NO 25
5. Others 18
18 Yes 100
0 NO 0

75
Interpretation:
It is clear from the data given in Table16 and Figure 16, among 89 users of Samsung TV 5 is not
satisfied with the service. Among 33 respondents 1 is not satisfied with the service. Among the
52 users of Sony TV 2 is not satisfied with the service. Among the 8 users of Onida TV 2 is not
satisfied with the service. Among the 18 users of other colour TV brand, all of them are satisfied
with the service.
Inference:
 Here we can infer that service is very important tool for the company to attract the
customers.
0
10
20
30
40
50
60
70
80
90
100
Yes NO Yes NO Yes NO Yes NO Yes NO
89 84 5 33 32 1 52 50 2 8 6 2 18 18 0
Percentage
Percentage

76
Table17: showing satiety of respondents for the existing model
Sr. No Brand Names Respondent Responses Percentage
1 Samsung 89
85 Yes 96
4 NO 4
2. LG 33
32 Yes 97
1 NO 3
3 Sony 52
51 Yes 98
1 NO 2
4. Onida 8
8 Yes 100
0 NO 0
5. Others 18
17 Yes 94
1 NO 6

77
Interpretation: It is clear from the data given in Table17 and Figure 17, among 89 users of
Samsung TV 4 is not satisfied with the model. Among 33 respondents 1 is not satisfied with the
model. Among the 52 users of Sony TV 1 is not satisfied with the model. In case of Onida TV all
the customers are satisfied with the model. Among the 18 users of other colour TV brand 1 is not
satisfies with the model.
Inference:
 Here we can infer that design or model of colour TV is important for attracting the
customers.
0
10
20
30
40
50
60
70
80
90
100
89 85 4 33 32 1 52 51 1 8 8 0 18 17 1
Percentage
Percentage

78
Table18: showing reasons for not being satisfied
Sr No Brand Names Respondent Factors Percentage
1 Samsung 5
2 High Price 40
1 Poor Quality 20
0 Less awareness 0
2 Model looks obsolete 40
Other 0
2. LG 1
0 High Price 0
0 Poor Quality 0
0 Less awareness 0
0 Other 0
3 Sony 2
1 High Price 50
0 Poor Quality 0
0 Less awareness 0
0 Other 0
4. Onida 2
0 High Price 0
0 Poor Quality 0
1 Less awareness 50
0 Other 0
5. Others 0
0 High Price 0
0 Poor Quality 0
0 Less awareness 0

79
0 Other 0
Samsung TV 5 respondents is not satisfied.2 of them is not satisfied because of high price, 1
because of poor quality and 2 due to model looks obsolete. Because of high price, 2 respondents
because of poor quality, 1 respondent .Among the 33 respondents of LG TV 1 respondent is not
satisfied because model. Among the 52 respondents 2is not satisfied, 1because of high price and
1 for model. Among the 8 users of Onida TV 2 is not satisfied 1 because of less awareness and 1
for model looks obsolete.
0
20
40
60
80
100
120
PoorQuality
Modellooksobsolete
PoorQuality
Modellooksobsolete
PoorQuality
Modellooksobsolete
PoorQuality
Modellooksobsolete
PoorQuality
Modellooksobsolete
5 2 1 0 2 1 0 0 0 1 0 2 1 0 0 1 0 2 0 0 1 1 0 0 0 0 0 0 0
Percentage
Percentage

80
Table19: showing recommendations to others they know
Sr. No Brand Names Respondent Influence Sources Percentage
1 Samsung 89
65 Yes 73
19 Not sure 21
5 No 6
2. LG 33
23 Yes 70
7 Not sure 21
3 No 9
3 Sony 52
37 Yes 71
11 Not sure 21
4 No 8
4. Onida 8
5 Yes 63
2 Not sure 25
1 No 12
5. Others 18 (total)
14 Yes 78
2 Not sure 11
2 No 11

81
Interpretation: It is clear from the data given in Table 19 and Figure 19, Among 89 users of
Samsung colour TV 65 respondents would recommend others, 19 respondents is not sure and 5
would not recommend others. Among 33 users of LG colour TV 23 respondents would
recommend others, 7 respondents is not sure and 3 would not recommend others. Among 52
users of Sony colour TV 37 respondents would recommend others, 11 respondents is not sure
and 4 would not recommend others. Among 8 users of Onida colour TV 5 respondents would
recommend others, 2 respondents is not sure and 1 would not recommend others. Among 18
users of other colour TV 14 respondents would recommend others, 2 respondents is not sure and
2 would not recommend others.
Inference:
 By this companies can know whether the customer is satisfied with present brand or not.
0
10
20
30
40
50
60
70
80
Yes
Notsure
No
Yes
Notsure
No
Yes
Notsure
No
Yes
Notsure
No
Yes
Notsure
No
89 65 19 5 33 23 7 3 52 37 11 4 8 5 2 118 (total)14 2 2
Percentage
Percentage

82
Table20: showing respondents’ willingness towards brand changing of TV
Brand Names Respondent Responses Percentage
1 Samsung 89
36 Yes 40
53 NO 60
2. LG 33
20 Yes 61
13 NO 39
3 Sony 52
11 Yes 21
41 NO 79
4. Onida 8
5 Yes 63
3 NO 37
5. Others 18
12 Yes 67
6 NO 33

83
Samsung TV, 36 respondents are willing to change the brand whereas 53 respondents are not
willing to change the brand. Among the 33 users of LG TV, 20 respondents are willing to change
the brand whereas 13 respondents are not willing to change the brand. Among the 52 users of
Sony TV, 11 respondents are willing to change the brand whereas 41 respondents are not willing
to change the brand. Among the 8 users of Onida TV, 5 respondents are willing to change the
brand whereas 3 respondents are not willing to change the brand. Among the 18 users of other
colour TV, 12 respondents are willing to change the brand whereas 6 respondents are not willing
to change the brand.
Inference:
 Here I can infer that most of Samsung TV owners willing to change brand.
 By this I can also analyze that most of the respondents are inclined towards the Sony TV
about their future purchase.
0
10
20
30
40
50
60
70
80
89 36 53 33 20 13 52 11 41 8 5 3 18 12 6
Percentage
Percentage

84
Table21: showing no of respondents would switch to other TV brand
TV brands No of respondents Percentage
Samsung 28 31
Sony 50 54
LG 10 11
Onida 2 2
Others 2 2
Total 92
0 10 20 30 40 50
Samsung
Sony
LG
Onida
Others
No of respondents
No of respondents

85
Interpretation:
From the above table and figure it can be safely stated that among respondents who would
change their existing colour TV are mainly inclined towards Sony brand by 50 respondents
followed by Samsung 28 respondents, LG 10 respondents, Onida and other colour TV brand 2
respondents each.
Inference:
 So it can be said that people are more inclined towards Sony TV for their future purchase
decision of Colour TV.
 By this diagram TV Company can easily know about their customer preference.

Emprircal report customer satisfaction and preference towards diffrent brand of color tv

Emprircal report customer satisfaction and preference towards diffrent brand of color tv

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