Description
Television is a telecommunication medium for transmitting and receiving moving images that can be monochrome (black-and-white) or colored, with or without accompanying sound. "Television" may also refer specifically to a television set, television programming, or television transmission.
RESEARCH REPORTS ON CONSUMER BEHAVIOUR TOWARDS TV
PREFACE
Research work is management parlance is extremely important for a given close view of the relatives of the real life business issues. For any management student who is striving to perform outstandingly, it is of paramount importance that apart from theoretical knowledge the most also gain some practical knowledge. Survey report deals specially with providing an opportunity to management students to have some exposure in real business world. My study topic deals with analyzing the customer preferences in 21 flatron Television. Television regarded as one of the major achievement of modern science everywhere, in every nook and corner of the world. Television is such a powerful media that it can make or mar any person, product, idea or service. The attraction towards the product (TV) category is so great that it compelled me to undertake the research work in this segment. The main objective of dissertation and project i.e. familiarization with the necessary theoretical input and to gain sufficient practical exposure to establish a distant linkage between the conceptual knowledge acquired at the institute and practicing these concepts. The dissertation is concerned with the consumer behavior & satisfaction regarding various brand of 21” Colour T.V. at Lucknow. During my tenure of destination, I studied the various elements of consumer behavior and deeply analyzed the functions. The objective of the survey is to analyze the brand awareness and brand preference of customers in Television segment in Lucknow. Prior to making reference to working of the dissertation prepared the analysis, feasibility and all other aspects were taken into consideration. The dissertation shows the very aspect undertaken in context to21" Colour Television.
Executive Summary
Management ideas without any action based on them mean nothing. That is why practical experience is vital for any management studies. Theoretical studies in the class room are not sufficient to understand the functioning climate and the real problems coming in the way of management. So, practical exposures are indispensable to such courses. Thus, practical experience acts as a supplement to the classroom studies. This report deals with “Consumer Behavior and Satisfaction regarding various brands of 21” flat colour television. Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. The individual consumer has a set of preferences and values whose determinations are outside the realm of economics. They are no doubt dependent upon culture, education, and individual tastes, among a plethora of other factors. The measure of these values in this model for a particular good is in terms of the real opportunity cost to the consumer who purchases and consumes the good. In this era of cut throat competition, no company can even survive in the market place without knowing its and its products strengths and weaknesses. It has to fortify itself against threats from the environment and exploit its strengths or increase profits. And in order to do so, the company has to conduct regular surveys to know the customer’s opinions, needs, and preferences. This helps the company to manufacture the product like wise for each customer’s expectations.
CONTENTS 1. 2. 3. 4. Introduction Objective of Study Literature Review Research Methodology & Statistical Tools a. Sample & Sampling Design b. Area of Study c. Data Collection d. Limitation 5. 6. 7. 8. 9. 10. Data Analyzes & Interpretation Findings Suggestions Conclusion Bibliography Annexure 07 19 21 25 27 30 31 32 33 56 58 59 61 64
INTRODUCTION
INTRODUCTION OF TV Profile of the study
Television as you know is one of the biggest sources of entertainment especially in India. Where the income level of consumer is low. India because of its huge population are burgeoning middle class of an opportunity to the TV manufacturers to sell their products, but recently many TV companies have suffered disappointment because there are so many consume durable, which are fighting for moderate disposable income of the middle class. So, in order to sell their products (TV etc.) the companies have to do a lot of efforts. In other words, they have to adopt various promotional strategies in order to attract the customers. Consume Electronic or White goods Industries (mainly TV market) The consumer electronic or white good industries are redeveloping in India and development of such industries is making the companies to initiate some efforts for promoting the sale of their products. The main reasons can be summed up as under: 1. 2. 3. 4. 5. Increase of high disposable incomes. Increase of transmission facilities. Increasing demand of rural market. Increasing income of middle class couple. The Govt. liberalization policy for the free trade, less excise and custom duties are attracting more of foreign giants like Akai, Samsung, LG. Thomson, Panasonic, Daewoo, and Sony etc. 6. 7. 8. Many easy interest rates with long-term payable financial schemes. Rapid increase in population also affects the growth of white industries. More attractive and discount offer by Indian and foreign companies mainly in festive time, helps in the growth of the television market.
INTRODUCTION OF TV INDUSTRIES
Television in India has been in existence for three decades. For the first 17 years, it spread haltingly and transmission was mainly in black and white. The thinkers and policy makers of the country, which had just been liberated from centuries of colonial rule, frowned upon television, looking on at it as a luxury Indians could do without. In 1955 a Cabinet decision was taken disallowing any foreign investments in print media, which has since been followed religiously for nearly 45 years. Sales of TV sets, as reflected by licenses issued to buyers were just 7,36,615 until 1977. Television has come to the forefront only in the past 15 years and more so in the past seven. There have been two ignition points: the first in the eighties when State-owned broadcaster Doordarshan (DD) introduced color TV during the 1982 Asian Games. It then proceeded to install transmitters nationwide rapidly for terrestrial broadcasting. In this period no private enterprise was allowed to set up TV stations or to transmit TV signals. The second spark came in the early nineties with the broad cast of satellite TV by foreign programmers like CNN followed by Star TV and a little later by domestic channels such as Zee TV and Sun TV into Indian homes. Prior to this, Indian viewers had to make do with DD's chosen fare, which was dull, non-commercial in nature, directed towards only education and socio-economic development. Entertainment programs were few and far between. And when the solitary few serials like Hum Log (1984), and mythological dramas: Ramayana ((1987-88) Mahabharata (1988-89) were televised, millions of viewers stayed glued to their sets. When, urban Indians learnt that it was possible to watch the Gulf War on television, they rushed out and bought dishes for their homes. Others turned entrepreneurs and started offering the signal to their neighbors by flinging cable over treetops and verandahs. From
the large metros satellite TV delivered via cable moved into smaller towns, spurring the purchase of TV sets and even the up gradation from black and white to colour TVs. DD responded to this satellite TV invasion by launching an entertainment and commercially driven channel and introduced entertainment programming on its terrestrial network. This again fuelled the purchase of sets in the hinterlands where cable TV was not available. The initial success of the channels had a snowball effect: more foreign programmers and Indian entrepreneurs flagged off their own versions. From two channels prior to 1991, Indian viewers were exposed to more than 50 channels by 1996. Software producers emerged to cater to the programming boom almost overnight. Some talent came from the film industry, some from advertising and some from journalism. More and more people set up networks until there was a time DD responded to this satellite TV invasion by launching an entertainment and commercial driven channel and introduced entertainment programming on its terrestrial network. This again fuelled the purchase of sets in the hinterlands where cable TV was not available. From two channels prior to 1991, Indian viewers were exposed to more than 50 channels by 1996.
The 1990's time period:
The production of TV sets plummeted to 4.5 millions units in 1991 due to higher taxes and devaluation. The revival began in 1993 when import duties where slashed on TV components and Sales Tax and excise duties were reduced. This combined with rise in purchasing power in urban and rural areas, strong replacement demand and market improvement in TV software provided a fillip to the industry. The exchange offer and replacement schemes were earlier handled by traders in small way the took on every
attractive hue with manufacturers like AKAI promoting these in you big way. There have been other reasons too. The proliferation of satellite channels have also acted as an incentive explains K.S. raman president of CETMA (Consume Electronics and TV Manufacturers Association), the association of consumer electronic manufacturers: "These schemes were helped along by the proliferation of satellite channels which made even a two year only TV out dated as it did not have the S and HY bands to tune in to all the channels offered by the cable networks. The replacement schemes were also saved the consumer the trouble of finding a buyer. For his old TV set for a decent price. This led to you proponent of purchase mainly this all activities done though dealers. "The demand has improved since then to touch 7.9 million units 1996-97. The period saw entry of MNC's which has altered the equations in one industry. BPL, VIDEOCON, SONY, SAMSUNG, LG in the industry has dominated the scene in an oligopoly - the market in this manner is rarely seen in any other sector of Indian industry. But now whose market seems to be ablaze with aggressive marketing maneuvers by MNC hoarding, TV, spats, ads, etc.
BPL (BRITISH PHYSICAL LABORATOURIES):
BPL was set up by an NRI TPG Nambiar in 1961 and three decades later group is in to automation, communication, computer, components have appliances and refrigerators with a combined group turnover of Rs. 2700 crores, A and M ORGMARG ranked BPL as India's most admired consume durables marketing company in 1997. Apart from CTV's, BPL portfolio include B and W TVs, Audio, VCRs, Washing machines, Vacuum cleaners, Refrigerators, Microwave Ovens, Gas stove, Excel alkaline cell, Telephone instruments, Cellular services, Paging and Professional electronic products among other things, BPL CTV sales stood at 5.5 lakh CTV BPL expanded in market share to 21% in CTV market. It has been increasing its market share every year, even during the reversionary hears. it is a very strong comp any with tremendous brand equity and a great reputation for reliability and quality.
Major New Products:
Include 14 inch TNT, 21 inch F and FST, BPL< DOCBY PROLOG, HOME THEATRE, 3-DTV. ? Turbo Tough (20") ? Budget line (20", 21") ? Private (14") ? Bazooka (21") Various brands of 21"flatCTV are: CV 21 AF 38 CV 21 AFI CV 21 NF2]
STRENGTHS:
1. 2. 3. 4. 5. Second in term of market share. Every high brand awareness in the market. Enjoys high corporate premium in the region. Strong distribution network in the region. Positioned as a premium brand in the market and has been accepted.
WEAKNESSES:
1. 2. 3. No technological USP over the multinationals. Multi dealer policy is eroding the dealer's confidence and they are opting for other brand on the counter. No response to the onslaught on the global brands.
2. VIDEOCON:
TIE UP MARKET SHARE : : TOSHIBA OF JAPAN MARKET LEADER
The Videocon group was founded by "Dhoot Brother" with Venugopal Dhoot as Chairman the three Dhoot Brothers started off by making light dimmers in a small shed in Ahmednagar in 1947 and it was in 1984, they started CTV manufacturing by borrowing 60 lakh from their father and a 3 crore SBI laon. Besides TV's they are also into business of home applicances, Video Cassettes, VCR's Glass and fianance. Videocon is an extremely aggressive player in the market. It has a track record of surprising its competitors and making drastic decisions overnight. It has acquired huge brand equity as well. Videocon joined the industry at about the same time BPL. Although it started off as market leader, it lost its leadership to BPL around 1991. But now it has regained its prominent position in both the CTV and B&W TV markets. It sold some 6.0 million TV sets in 2001. This is attributed mainly to its introduction of the budget line range, economy range, and due to dealer push and marketing skills.
STRENGTHS:
1. 2. 3. 4. 5. Market leader. Largest brand awareness. Strong distribution channels. Strong U.S.P. because of pricing strategy. Presence in various home applications and consumer product.
WEAKNESSES:
1. Has remained as an economy brand in the market.
2.
Multi dealer policy in each town is eroding dealers confidence.
Various 21" Flat Colour Television
5504 QST - Bozon Flat 5512 QST- Pure Flat TV 5548 QST- Bazomba 5453QST- Challenger
3.
SONY:
Entry of Sony is posing a major threat to the existing TV brands. It has set up an independent manufacturing facility and currently has an import content of 99%. This level is expected to go down to 80%. The company produced around 50,000 units in 1995 and increased to 1 million in 2000-2001. By that time is aiming for a market share of 30%. Sony enjoys high brand recall among Indian consumers. It is perceived as being of superior quality and technologically advancede.
Various 21" Flat Colour Television
KV- AR 212M83 KV- HP 21 M83 KV- SW 21 M80 KV- B221M80
4.
LG:- (Life Good)
The South Korean consumer electronics giant Goldstar has entered India with a tie-up through Bestavision Electronics Ltd. The Tie-up covers bgrand licensing
and technological assistance. This group has already appointed 800 dealers allover India and has ahead start over other new entrants.
VARIOUS MODELS
? Flatron GE ? Maestro GE ? GE Swing ? GE Pride ? GE Supreme ? GE Plus ? Joy Max ? Sampoorna III ? Home Cinema
Various 21" Flat Colour Television
21FC80Q 21fa20vc 21FC20KQ 21FD20VE
5.
SAMSUNG:
The consumer electronics and white goods major Samsung India Electronics' (SIEL) has so far invested nearly Rs. 100 crore in the country. It achieved a turnover of 540 crores in the year 1998. This shows a growth of 37% over 1997. In 1998 the sales contribution from the various parts of India was as follows: Eastern India 7% Western India 24% Northern India 44% Southern India 25%
Samsung India Electronics (SIEL) turnover has risen more than 156 per cent to Rs. 400 crore in 1997 from Rs. 156 crore the previous year. The company, in its third year of operation, has reached a break-even point with more than 80% of its revenues coming from audio and visual segment. At the end of 1997-98 fiscal, the company's accumulated losses stood at $2 million, while its reserves were Rs. 556 crore. Through a fresh issue of preference shares at par, Samsung Electronics Company is hiking its stake in the India subsidiary form 51 per cent to 74 percent.
Various 21" Flat Colour Television
21K5 21K10 21T4 21M21 21K3
Customer satisfaction
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Satisfaction is a person’s feeling of pleasure and disappointment resulting from comparing a product’s perceived performance in relation to his or her expectations. It is only the customer delight that marketer aims for. Increasing competition (whether forprofit or nonprofit) is forcing businesses to pay much more attention to satisfying customers. (It may help the reader to notice the role of customer satisfaction in the overall context of product or service development and management. See Product/Service Management. Also notice the Related Info (including customer service) in the library.
Measuring customer satisfaction4 Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement, although a large quantity of research in this area has recently been developed. Work done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Interdepartmental Teamwork, Front line Service Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation the of the performance of the organisation being measured. Customer Satisfaction – a Critical Component of Profitability 4 Exceptional customer service results in greater customer retention, which in turn results in higher profitability. Customer loyalty is a major contributor to sustainable profit
growth. To achieve success, you must make superior service second nature of your organization. A seamless integration of all components in the service-profit chain – employee satisfaction, value creation, customer satisfaction, customer loyalty, and profit and growth – links all the critical dynamics of top customer service.
Sadly, mature companies often forget or forsake the thing that made them successful in the first place: a customer-centric business model. They lose focus on the customer and start focusing on the bottom line and quarterly results. They look for ways to cut costs or increase revenues, often at the expense of the customer.
They forget that satisfying customer needs and continuous value innovation is the only path to sustainable growth. This creates opportunities for new, smaller companies to emulate and improve upon what made their bigger competitors successful in the first place and steal their customers
OBJECTIVE OF THE STUDY
OBJECTIVE OF THE STUDY
Consumer satisfaction procedure has a great importance in every organization. The objectives are set up in the start of the study, because on the basis of these objectives we have to do the research work. There are two types of objectives .these are summarized as under Primary Objective:? To know the impact of various external factors on buying behavior of consumer. • • • • • Quality Price Brand name Scheme Technology
Secondary Objectives:? To study the satisfaction level with after sales service of company. ? To make suggestions to company to improve the level of satisfaction among customers. ? To know the price effect on the purchase of colour TV. ? To find the cause behind choice of particular brand of 21"flat CTV and reasons to switch over by consumer.
Literature review
Literature review
Websites 1. http://www.ciadvertising.org/sa/fall_05/adv380j/gaemi/final/home.htm-consumer1 from this site I have gathered the information about the consumer preference. 2. http://madeinatlantis.com/smartshopping/new_products_consumer_preferences.ht m2 from this site I have gathered the information about the consumer preference about the new products that are being launched by these companies into the markets. 3. www.1000ventures.com/business_guide/crosscuttings/customer_satisfaction.ht ml3 from this site I have gathered the information about the customer satisfaction 4. http://en.wikipedia.org/wiki/Customer_satisfaction4- From this site I have taken the matter regarding how to measure customer satisfaction and how it is a a component of profitability. 5. 5. http://www.LG.com/dist.asp5
From this site i have taken the matter regarding the distribution policy of the LG CTV company. 6. http://www.Videocon.com
6
: I have taken the matter regarding the general
information about the Videocon Company 7. http://www.Samsung.com/ 7: from this site I have gathered the information regarding the various products that they are providing to the customers. 8. http://www.BPL.com/8 : I have taken the matter regarding the general information about the BPL and the history of the BPL group 9. http://www.Sony.com 9: I have taken the matter regarding the general information of Sony company product.
BOOKS:
? Suja R. Nair, Consumer Behaviour in Indian Perspectives (First Edition: 2001), Himalaya Publishing House, Mumbai-400004. Chapter 1, PP 3-6.10 “Factors influencing consumer behaviour, Decision making, Concept of consumer behaviour” is studied to know about the various factors those effects the consumer behaviour these can be external as well as internal” ? Leon G. Schiff man and Lesli Lazar kanauk, Consumer Behaviour, Eight Edition, Prentice Hall of India, New Delhi, PP 8,9,11,19,20.11 Study of the customer behaviour is the study of how individuals make decisions to spend their available resources (Time, Money and Efforts) on consumption related items. It includes the study what they buy, when they buy it, when they buy it, where they buy it, how often they buy it and how often they use it. ? G.C. Beri, Marketing research, Third Edition, Tata Mc graw Hill Publications PP 95-98,233.12 Matter regarding the sampling size decisions, determination of sample size and other sampling methods. ? Kothari, C.R, Research methodology, methods & techniques, new age international ltd. Publishers, Second edition, P.no27-42.13 “Methods of data collection, collection of data through Questionnaire, collection of secondary data” are referred before the data collection from this book” Decisions regarding what, where, when, how much, by what means concerning an enquiry or a research study constitute a research design ? Gupta, S.P. Stastical methods and techniques, Sultan Chand & Sons. Educational Publishers, New Delhi,P.no237-241,628-629 14
From this book I have taken the matter regarding the hypothesising testing and what should be the size of the sample for the application. ? Jain,T.R, Statistics for MBA,V.K.(India) enterprises, New
Delhi.,edition2006-07,P.no 135-13715 From this book I have taken the matter regarding the multiple correlations their use
16
and
1. Sampling, Business Research, June 2005, pp 31 - From this magazine I have
taken the matter regarding the sampling size and the sampling size determination.
2. Chandra Suresh Indian Journal Of Marketing – xxxv edition January 2006, P no. 35:17 From this very journal I took the information about various marketing concepts
3. Suresh k Advertising Express-February 2006, Traditional Mass Media,
February 2006Vol. 15 No. 3, Page 3518: from this site I have taken the information related to various advertising media and concept.
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Research methodology is systematically solving the research problem. It may be understand as science of studying how research is done scientifically. In it we study the various steps that are generally adopted by the researcher in studying his research problem along with logic behind them.
Hypothesis
H0 = after sale service and consumer behavior are Correlated. H1= after sale service and consumer behavior are not Correlated.
Research purpose can be divided into four categories:
• • • • Exploratory research Descriptive research Diagnostic research Hypothesis research
Exploratory research:
It is also termed as formulate research the main purpose of such research is to gain familiarity with a phenomenon or to achieve new insights.
Descriptive research:
This portrays the particular characteristics of a particular individual situation or a group.
Diagnostic research:
To determine the frequency something occurred or which associated with something else.
Hypothesis testing research: To test hypothesis of a casual relationship between variables.
Sampling and Sampling design
Sampling may be defined as the selection of some part of an aggregate or totality on the basis of which a judgment or inference about the aggregate or totality is made. In simple words, it is the process of obtaining information about the population by examining only a part of it. The sampling procedure followed is as follows: 1. Identification of the Universe: The universe to be studied is the whole population of Orient Craft Ltd from where the information has been sought . 2. Defining a Sampling unit: Here the sampling unit is the same population of the company. Various personnel who gave me information regarding their own. 3. Determining the size of the sample : Taking into consideration the size of the population , the population variance , cost involved and the requirements of efficiency , representative ness , reliability , flexibility , and the parameters of interest in the research , the sample size selected was 100.
Analytical Tools
After collection of data another work necessary for any data collector is to correctly analysis that data. So statistical tolls helps us to correctly analysis the data .As I am here using the software for analysis of the data XLSTAT. I will use following statistical tools:
? Multi Dimension Scaling :
Multidimensional scaling (MDS) is a method for analyzing a (similarity or dissimilarity) proximity matrix based on a set of observations. The purpose of MDS is to model the proximity of observations in order to represent them as accurately as possible in a limited number of dimensions (usually 2). There are different MDS algorithms: XLSTAT uses the SMACOF (Scaling by Major zing a Convex Function) algorithm that minimizes the "normalized stress" function. Furthermore, there are several MDS models (or representation functions), i.e. several ways to transform the dissimilarities into disparities. The disparities are the distances that describe the optimal representation for the observations. The difference between the disparities and the distances measured on the representation resulting from the MDS is called the stress: the lower the stress, the better the representation of the observations.
Hypothesis Testing
Chi-square test is used when the set of observed frequencies obtained after experimentation have to be supported by hypothesis or theory. The test is known as X 2test of goodness of fit and is used to test if the deviation between observation (experiment) and theory may be attributed to chance (fluctuations of sampling).? 2 also enables us to explain whether or not two attributes are associated or related to each other. To test the goodness of fit The null and alternative hypothesis to be tested is as follows:
Null Hypothesis Ho: There is no significant difference between the sample statistic and the population parameter. Alternative Hypothesis H1: There is significant difference between the sample statistic and the population parameter.
Procedure: (1) Set up the null hypothesis that there is no significant difference between the observed and expected value. (2) We compute the value of CHI- square by using the formula
CHI-square = ? ?2=? (( Oi- Ei)2/Ei)
O- Observed value E- Expected value Degree of freedoms=(R-1)(C-1) Level of significance=5
? LIKERT SCALE:
A Likert scale is a type of psychometric response scale often used in questionnaires, and is the most widely used scale in survey research. When responding to a Likert questionnaire item, respondents specify their level of agreement to a statement. The scale is named after Rensis Likert, who published a report describing its use. A important distinction must be made between a Likert Scale and a Likert item. The Likert Scale is the sum of responses on several Likert items. Because Likert items are often accompanied by a visual analog scale (e.g., a horizontal line, on which a subject indicates his or her response by circling or checking tick-marks), the items are sometimes called scales themselves. This is the source of much confusion; it is better, therefore, to reserve the word 'Likert scale' to apply to the summated scale, and 'Likert item' to refer to an individual item.
A Likert item is a statement. The respondent is asked to indicate his or her degree of agreement with the statement or any kind of subjective or objective evaluation of the statement. Often ordered five response levels are used, however many psychometricians advocate using a seven or nine levels. A recent empirical study showed that data from 5level, 7-level and 10-level items showed very similar characteristics in terms of mean,
variance, skewness and kurtosis after a simple transformation was applied. Example of a five-level Likert item: 1. Strongly disagree 2. Disagree 3. Neither agree nor disagree 4. Agree 5. Strongly agree Likert scaling is a bipolar scaling method, measuring either positive or negative response to a statement. Sometimes a four-point scale is used; this is a forced choice method since the middle option of "Neither agree nor disagree" is not available. Likert scales may be subject to distortion from several causes. Respondents may avoid using extreme response categories (central tendency bias); agree with statements as presented (acquiescence bias); or try to portray themselves or their organization in a more favorable light (social desirability bias).
Area of Study:
To analyze the consumers preference with regard to 21"flat cokour TV, of the residents of Yamuna Nagar ,sample survey method has been implemented. Though other methods important, this method is given prime significance in modern research because of its extensive use to study the relationship of different factors, attitudes and
practices of society and to explore the problems that cannot be treated by experiment methods
.
Data Collection
Data collection is known as the process of taking the views of the different respondent about the given phenomenon. This is also very difficult to ask as first of all we have decided that what type of the questions should be included in the questionnaire so that the respondents are able to give the correct answer to the researcher. There should not be any linguistic problems in understanding the meaning of the question in the questionnaire.
Questionnaire:Questionnaire is he standard form of he document that is used for the collection of the data from the respondents. The method includes a set of he questions that are selected by the panel of the judges and is sent to the respondents for taking their response. This method is very important the Govt. Project, the Private company where the company gets the response about their products from the consumers, So that they can improve the quality of their products by adding or deleting some of the feature that the required by the consumers.
LIMITATIONS
? The primary limitation was the small size of customer so due to small samples out of big universe the results may not be completely correct. ? Some of the respondent through me as representative of the company, hence instead of answering my question they put than question to me and expected me to answer than. ? Most of people were at their work they did not have time to give all replies. ? Time period was very short. ? The chances of personal prejudice and bias are possible at respondent level. ? The people were quite hesitant in inquiring exact data regarding their income level. ? The primary limitation was the limited area of the research so due to small area out of the country the results may not be completely correct. ? The secondary limitation was the small size of customer so due to small samples out of big universe the results may not be completely correct ? The chances of personal prejudice and bias are possible at respondent level. Also the people were quite hesitant in inquiring exact data regarding their income level. ? Most of people were at their work they did not have time to give all replies. Also time period was very short.
DATA ANALYZES & INTERPRETATION
Results & Discussions
The analyzed date performing to brand ownership, preferred features, role play in decision making by the head of the family, grand lady etc., awareness about CTV brands, price influence on purchase behaviour, customer satisfaction etc revealed an interesting out come which are discussed as under different context. 1) Brand owner (%) Brand Name LG Samsung Sony Videocon BPL Owner (%) 29 24 14 10 22
Owner(%) 40 30 20 10 0
LG
29
24
Owner(%) 14
on y
10
PL B
22
am
The above results reveal that most a large number of people i.e.29% owned LG CTV. 24% people owned Samsung CTV, 22% people owned BPL CTV, 14% people owned Sony CTV, and 10% people owned Videocon CTV. This means that different customer have different point of view regarding different CTV companies.
S
V
id eo co n
su ng
S
2) Preferable feature by customer (%)
Features Price Brand Name Technology Quality Scheme
Preferred by customers (%) 22 26 30 13 9
preferred by customers(%) 40 30 20 10 0
22
26
30
13
preferred by customers(%) 9
The above results reveal that while purchasing Colour television a large number i.e.30% of customer preferred the technology of colour television, 22% customer preferred the price, 26% customer preferred brand name. This also shows that different customer have different point of view.
P Br an rice dN Te am ch e no lo gy Qu al it Sc y he m e
3) Role plays in decision making (%) Players Head of Family Children lady Grand Lady Combined Any other Role play (%) 23 22 27 13 9 6
Role play(%)
9 13
6
23
Head of Family Children lady Grand Lady
22 27
Combined Any other
The above results reveal that while taking decision to purchase the CTV most of the customer wants to consult with their ladies.27% of the customer consult with their ladies.23% of the customer consult with their head of the family.This also shows that different customer have different point of view.
4) Knowing (%) of CTV brands
Means Through Friends Family Members Advertisement Publicity Any other
Knowing (%) 25 22 31 12 9
Knowing(%)
Through Friends Family Members Advertisement Publicity
9 12
25
31
22
Any other
The above Pie chart reveals that a large number of the people i.e. 30% come to know with these brands with the help of advertisement and 25% of the people through friends and 22% of the people by family members.
5) Media’s influence on purchase behavior (%)
Media TV Hording Newspaper Magazine Wall painting
Influence Behavior(%) 33 22 26 14 5
Influence Behaviour(%)
14
5 33
TV Hording Newspaper Magazine
26 22
Wallpainting
The above Pie chart reveals that televisions plays important role in influencing the purchase behavior of the customer.33% of the customer influenced through television.26% of the customer influence through magazine.
6) Involvement in purchasing (%)
Involvement More involvement Normal involvement less involvement No involvement
In Purchasing (%) 18 32 28 22
35 30 25 20 15 10 5 0
32 18
28 22 Series1 Series2
The above results reveal that 32% of the customers have normal involvement in purchasing of Flat colour television. 28% of the customers have less involvement in purchasing of Flat colour television. Thus this means that different people have different point of view.
less involvement
No involvement
More involvement
Normal involvement
7) Price influence on purchase behavior (%)
Price influence Very High High Average Average Average Low Low
Purchase Behavior (%) 13 27 24 20 16
Purchase Behaviour(%)
16
13
Very High High Average 27 Average Average Low Low
20
24
The above Pie chart reveals that a large number of customers i.e. 27% are highly influenced by the price. Only 16% of the customers are low influenced by the price. This means that most of the customers are influenced by the price.
8) Role of advertisement (%) Role Opinion Provides important details Creates Awareness Give information Convenience in Purchase Misleading Advertisement 16 27 22 21 14 of
corrospondence
Provides important details Creates Awareness Give information
14 21
16
27 22
Convenience in Purchase Misleading
The above results reveal that advertisement plays an important role in decision-making. Most of the people’s i.e.27% opinioned that advertisements create awareness, which is necessary for the customer’s point of view.
9) Maximum benefits to customers by companies
Company LG Samsung Sony Videocon BPL
Benefits to customers (%) 28 20 22 18 12
Benefits(%)
12 18
28
LG Samsung Sony Videocon
22
20
BOL
The above Pie chart reveals that LG Company provides maximum benefits to their customersi.e.28%. BPL Company provides 12% benefits to their customers which are very less for the point of view of customer.
10) Promotional activities adopted by companies
Promotion Activities Yes No
Awareness (%) 65 35
Awareness(%)
No
35 Awareness(%)
Yes
65
0
20
40
60
80
This diagram revels that 65% of the customers are aware about the different promotion activities which are adopted by different companies.35% of the people are not aware about this activities.
11) Preference to change the Brand (%)
Preference Sure Often Neutral Not Sure Never
Change (%) 12 22 18 28 20
30 25 20 15 10 5 0 Sure Often 12 22 18
28 20 Series1
Neutral Not Sure Never
The above results reveal that only 12% of the peoples want to change their CTV if other brands offering those attractive schemes. But 28% of the people are not sure about that. They don’t want to change their brand.
12) Post purchase experience in purchasing (%)
Experience Excellent Very Good Good Average Poor
In Purchasing (%) 17 18 24 26 15
30 25 20 15 10 5 0
24 17 18
26 15
Series1
Go od
The above results reveal that post purchase experience of most of the peoples are averagei.e26(%). Only 17% of the peoples have excellent experience in purchasing.
Ex ce lle nt Ve ry Go od
13) Behavior of customer towards brand (%)
Av era ge
Po or
Behavior customer
of
towards brand Behavior Level Strongly recommend Moderately Recommend Neutral Not recommend Never recommend (%) 13 27 24 20 16
16
13
Strongly recommend Moderately Recommend
20
27
Neutral
24
Not recommend
Never recommend
The above Pie chart reveals that 27% of the customers are moderately recommended their CTV brand they are purchased. 24% of the customers are neutral recommend their CTV brand they are purchased.20% of the customers are not recommended their CTV brands.
14) Customer satisfaction towards CTV
Customer Satisfaction Satisfaction level Highly Satisfied Satisfied Average Less Satisfied Poor (%) 25 23 27 14 11
11 14
25
Highly Satisfied Satisfied Average Less Satisfied
27
23
Poor
The above results reveal that 27% of customers are average satisfied with the CTV they are purchased. This means that customer satisfaction level is average. 25% of customers are highly satisfied with the CTV they are purchased.
15) Ranks given by groups to CTV companies
Rank Companies G1 LG Samsung Sony Videocon BPL 28 22 18 20 12 G2 26 20 22 16 16 G3 27 13 20 18 22 G4 25 22 11 22 20 G5 30 18 16 24 12
35 30 25 20 15 10 5 0 Rank G1 G2 G3 G4 G5
LG Samsung Sony Videocon BPL
The above results reveal that all the groups give highest rank to the LG CTV Company. This means that most of the customer gives highest preference to LG CTV Company. After that customers give lower rank to Videocon CTV.
MultiDimensional Scaling
Ranks given by groups to CTV companies
Rank Companies G1 LG Samsung Sony Videocon BPL 28 22 18 20 12 G2 26 20 22 16 16 G3 27 13 20 18 22 G4 25 22 11 22 20 G5 30 18 16 24 12
Hypothesis Testing
Lets take the hypothesis as :-
H0 H1
= =
Let there is correlation between various factors like quality, There is no correlation between various factors like quality,
price, brand, scheme, technology and C.T.V purchase. price, brand, scheme, technology and C.T.V purchase.
X Dx +2 Y Dy QUALITY PRICE BRAND NAME SCHEME TECNOLOGY +2 +1 0 -1 -2 f fdx fdx2 fdxdy 8 (32) 6 (12) 6 (0) 2 (-4) 0 (0) 22 44 88 40 8 (16) 10 (10) 6 (0) 2 (-2) 2 (-4) 28 28 28 20 4 (0) 6 (0) 4 (0) 4 (0) 2 (0) 20 0 0 0 4 (-8) 2 (-2) 4 (0) 6 (6)` 6 (12) 22 -22 22 8 4 (-16) 2 (-4) 2 (0) 2 (4) 6 (24) 16 -32 64 8 28 26 22 16 16 10 8 18 20 2 76 56 26 0 11 2 26 0 24 16 0 4 32 76 +1 SAMSUNG LG VIDEOCON 0 BPL -1 SONY -2 f fdy fdy2 fdxdy
-16 16 -32 64 34 21 8
Coefficient of Correlation N ?fdxdy - ?fdx?fdy r
=
= ? N?fdx2-(?fdx)2 ? = ?
N?fdy2-(?fdy)2
r
108x76 – (18)(34)__________ ?
108x202-(18)2 r = = 8208___ 21935.2
108x218-(34)2 8208_____
146.6 x 149.62 = 0.3741
There is positive correlation between various factors, which I considered, and the CTV purchase. Let us take the hypothesis that there is association between CTV purchased and price influence. Price Influence on Color Television CTV High High Avg. Average Brand Samsung LG Videocon BPL Sony Total 0 2 4 0 4 10 4 2 0 4 2 12 6 4 2 6 4 22
Avg. Low 4 4 2 4 0 14
Low 2 2 4 2 2 14
Price Influence on Color Television CTV Brand Samsung LG Videocon BPL Sony High 2.28 2 1.72 2.28 1.72 High Avg. Average 2.74 2.4 2.06 2.74 2.06 5.03 4.4 3.77 5.03 3.77 Avg. Low 3.2 2.8 2.4 3.2 2.4 Low 2.74 2.4 2.06 2.74 2.06
Total
10
12
22
14
12
Observed Value 0 2 4 0 4 4 2 0 4 2 6 4 2 6 4 4 4 2 4 0 2 2 4 2 2
Expected value 2.28 2 1.72 2.28 1.72 2.74 2.4 2.06 2.74 2.06 5.03 4.4 3.77 5.03 3.77 3.2 2.8 2.4 3.2 2.4 2.74 2.4 2.06 2.74 2.06 (O-E)2 5.20 0.00 5.20 5.20 5.20 1.59 0.16 4.24 1.59 0.00 0.94 0.16 3.13 0.94 0.05 0.64 1.44 0.16 0.64 5.76 0.55 0.16 3.76 0.55 0.00 (O-E)2/E 2.28 0.00 3.02 2.28 3.02 0.58 0.07 2.06 0.58 0.00 0.19 0.04 0.83 0.19 0.01 0.20 0.51 0.07 0.20 2.40 0.20 0.07 1.83 0.20 0.00 20.83
?2 Calculated
=
20.83
V
=
(r-1) (c-1)
=
(5-1) (4-1) = 16 = 26.3
for V = So, ?2 purchased.
0.05
16 ?2 0.05 table value
table value greater than ?2 calculated value so hypothesis is
accepted and there is positive relation between price influence and CTV
Likert Scaling
Are you satisfied with the CTV that you have purchased?
Customer Satisfaction Satisfaction level Highly Satisfied Satisfied (%) 25 23
Average Less Satisfied Poor
27 14 11
11 14
25
Highly Satisfied Satisfied Average Less Satisfied
27
23
Poor
The above result revels that 27% of customers are average satisfied with the CTV they are purchased. This means that customer satisfaction level is average. 25% of customers are highly satisfied with the CTV they are purchased.
25
23
27
14
11
5 Highly
4 Satisfied
3 average satisfied
2 less satisfied
1 Poor
Satisfied 100*5=500 100*4=400 100*3=300 100*2=200 100*1=100 Highly satisfied Satisfied average satisfied less satisfied Poor
25*5 +23*4 +27*3 +14*2 +11*1 = 337
Here the score is 337 that lies between 300 & 400, So the consumer are satisfied with the CTV they are purchased.
FINDINGS
FINDINGS
? Mostly the purchasing of TV done by combined decision of family. Head of family is also taking the important role in decision making in CTV purchase. ? Quality of T.V. is most preferred features which the costumers consider during purchase of CTV followed by brand name and price. ? Price has a significant influence on the purchase of T.V. because of in Yamuna Nagar large population belongs to medium class family. ? Price also play a measure role in switching over in another brand C.T.V. by customers. References group also has significant effect on switching decisions.
? If we see the after sales service of the companies most of the people are satisfied with the after sales services of the their T.V ? After sales service SAMSUNG has gain rank 1 followed by BPL, LG, SONY and VIDEOCON. ? Coupon & exchange offer are the most preferred schemes consider by consumer during purchase because they attract the customer quickly ? Consumer gives preferences to the CTV companies on the basis of brand image and durability ? Most of the CTV Companies are spending lot on the promotion activities to increase the brand awareness. ? When it comes to giving benefits to customers sample thinks that LG CTV Company provides the maximum benefits. ,
SUGGESTIONS
? Manufacturers most try to improve upon after sales service which is measure calls for repurchase of brand. ? Scheme like coupon free gift should be provided to the customers. ? Quality should be improved and new technology should be adopted. ? Price has significant influence in purchasing so it is require that company should try to cut out their cost like by reducing cost of advertisement. ? Companies most take a step to improve the dealership network and service station and required to putting afford for motivation through demonstrations.
CONCLUSION
CONCLUSION
After analysis observed that the main points of consideration buying a CTV are price and the brand. It is generally the trade off between these two, which determines the purchase. The entry of foreign companies and the revival by domestic player has provided the Indian consumer with plethora of opportunities to choose from in addition to creating clutter. Thus consumers are definitely not brand loyal while purchasing CTV. More customers of Indian Market lie in the middle class and hence they prefer product of competitive price. Consumer generally prefers to buy a brand with high quality features at less price. The purchase decision of the consumer is affected by the brand and price of the product. After sale service, price and quality play in important role in the purchasing decision of CTV in Yamuna Nagar and promotional schemes like coupon, free gift, exchange offer, guaranty, play important role in attracting the customer to purchase new colour Television.
Bibliography
Bibliography
Websites 1. http://www.ciadvertising.org/sa/fall_05/adv380j/gaemi/final/home.htm-consumer 2. http://madeinatlantis.com/smartshopping/new_products_consumer_preferences.ht m 3. www.1000ventures.com/business_guide/crosscuttings/customer_satisfaction.ht ml 4. http://en.wikipedia.org/wiki/Customer_satisfaction 5. 5. http://www.LG.com/dist.as
6. http://www.Videocon.com 7. http://www.Samsung.com/ 8. http://www.BPL.com/ 9. http://www.Sony.com
:
BOOKS:
? Suja R. Nair, Consumer Behaviour in Indian Perspectives (First Edition: 2001), Himalaya Publishing House, Mumbai-400004. Chapter 1, PP 3-6. ? Leon G. Schiff man and Lesli Lazar kanauk, Consumer Behaviour, Eight Edition, Prentice Hall of India, New Delhi, PP 8,9,11,19,20. ? G.C. Beri, Marketing research, Third Edition, Tata Mc graw Hill Publications PP 95-98,233.
? Kothari, C.R, Research methodology, methods & techniques, new age international ltd. Publishers, Second edition, P.no27-42 ? Gupta, S.P. Stastical methods and techniques, Sultan Chand & Sons. Educational Publishers, New Delhi,P.no237-241,628-629 ? Jain,T.R, Statistics for MBA,V.K.(India) enterprises, New Delhi.,edition2006-07,P.no 135-137
Magazines
1. Sampling, Business Research, June 2005, pp 31 2. Chandra Suresh Indian Journal Of Marketing xxxv edition January 2006, P no. 35: 3. Suresh k Advertising Express-February 2006, Traditional Mass Media, and February 2006Vol. 15 No. 3, Page 3518: f
ANNEXUTRE
Annexure
QUESTIONNAIRE
Consumer Behaviour and Satisfaction Regarding various brands of 21” flat colour television. A case study of Yamuna Nagar
Name Age Occupation Address
_________________ S/O______________________ ___________________________________________ ______________Income per annum______________ ___________________________________________
________________________________Ph.________
1) Which Brand of the flat colour television do you own? LG Samsung Sony 2) What is most preferable feature you consider while purchasing CTV? Price Brand Name Scheme Quality Videocon BPL
Technology
3) Who plays important play role in decision making of purchase of CTV? Head of family Lady Combined Children Grand lady Any other
4) How would you come to know about these CTV brands? Through friends Advertisement Any other Family members Publicity
5) If other brands offering attractive schemes, will you change to other brands, if yes, will you prefer? Sure Neutral Never 6) Which type of media influence your purchase behaviour? T.V. Hording often Not sure
Newspaper Wall painting
Magazine
7) How much aware are you and involved in purchasing of flat CTV? More involvement Less involvement Normal involvement No involvement
8) In your opinion what role advertisement plays? Provides important details Give information Misleading 9) In your opinion which company gives the maximum benefits to customers? LG Videocon Sony Samsung BPL Creates awareness Convenience in purchase
10) Which is your post purchase experience with your CTV? Excellent Good Poor very good Average
11) If anybody asks you about which CTV purchased by you then your behavior towards your brand
Strongly recommend Neutral Never recommend
Moderately Recommend Not recommend
12) Are you satisfied with the CTV that you have purchased? Highly satisfied Average Poor Satisfied Less satisfied
13) To what extent price influence your purchase behaviour of flat CTV? Very High Average Low High average Average low
14) Are you aware about different promotion of activities adopted by flat CTV? Yes No
15) How do you rank the colour T.V. companies in the scale of 1-5? Group 1 LG Samsung Sony Videocon BPL KINDLY SUGGEST TWO REFERENCES: ____________________________________________________ ____________________________________________________ Place ______________ Group2 Group3 Group4 Group5
Date_______________
Signature
Thank You
doc_104464248.doc
Television is a telecommunication medium for transmitting and receiving moving images that can be monochrome (black-and-white) or colored, with or without accompanying sound. "Television" may also refer specifically to a television set, television programming, or television transmission.
RESEARCH REPORTS ON CONSUMER BEHAVIOUR TOWARDS TV
PREFACE
Research work is management parlance is extremely important for a given close view of the relatives of the real life business issues. For any management student who is striving to perform outstandingly, it is of paramount importance that apart from theoretical knowledge the most also gain some practical knowledge. Survey report deals specially with providing an opportunity to management students to have some exposure in real business world. My study topic deals with analyzing the customer preferences in 21 flatron Television. Television regarded as one of the major achievement of modern science everywhere, in every nook and corner of the world. Television is such a powerful media that it can make or mar any person, product, idea or service. The attraction towards the product (TV) category is so great that it compelled me to undertake the research work in this segment. The main objective of dissertation and project i.e. familiarization with the necessary theoretical input and to gain sufficient practical exposure to establish a distant linkage between the conceptual knowledge acquired at the institute and practicing these concepts. The dissertation is concerned with the consumer behavior & satisfaction regarding various brand of 21” Colour T.V. at Lucknow. During my tenure of destination, I studied the various elements of consumer behavior and deeply analyzed the functions. The objective of the survey is to analyze the brand awareness and brand preference of customers in Television segment in Lucknow. Prior to making reference to working of the dissertation prepared the analysis, feasibility and all other aspects were taken into consideration. The dissertation shows the very aspect undertaken in context to21" Colour Television.
Executive Summary
Management ideas without any action based on them mean nothing. That is why practical experience is vital for any management studies. Theoretical studies in the class room are not sufficient to understand the functioning climate and the real problems coming in the way of management. So, practical exposures are indispensable to such courses. Thus, practical experience acts as a supplement to the classroom studies. This report deals with “Consumer Behavior and Satisfaction regarding various brands of 21” flat colour television. Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. The individual consumer has a set of preferences and values whose determinations are outside the realm of economics. They are no doubt dependent upon culture, education, and individual tastes, among a plethora of other factors. The measure of these values in this model for a particular good is in terms of the real opportunity cost to the consumer who purchases and consumes the good. In this era of cut throat competition, no company can even survive in the market place without knowing its and its products strengths and weaknesses. It has to fortify itself against threats from the environment and exploit its strengths or increase profits. And in order to do so, the company has to conduct regular surveys to know the customer’s opinions, needs, and preferences. This helps the company to manufacture the product like wise for each customer’s expectations.
CONTENTS 1. 2. 3. 4. Introduction Objective of Study Literature Review Research Methodology & Statistical Tools a. Sample & Sampling Design b. Area of Study c. Data Collection d. Limitation 5. 6. 7. 8. 9. 10. Data Analyzes & Interpretation Findings Suggestions Conclusion Bibliography Annexure 07 19 21 25 27 30 31 32 33 56 58 59 61 64
INTRODUCTION
INTRODUCTION OF TV Profile of the study
Television as you know is one of the biggest sources of entertainment especially in India. Where the income level of consumer is low. India because of its huge population are burgeoning middle class of an opportunity to the TV manufacturers to sell their products, but recently many TV companies have suffered disappointment because there are so many consume durable, which are fighting for moderate disposable income of the middle class. So, in order to sell their products (TV etc.) the companies have to do a lot of efforts. In other words, they have to adopt various promotional strategies in order to attract the customers. Consume Electronic or White goods Industries (mainly TV market) The consumer electronic or white good industries are redeveloping in India and development of such industries is making the companies to initiate some efforts for promoting the sale of their products. The main reasons can be summed up as under: 1. 2. 3. 4. 5. Increase of high disposable incomes. Increase of transmission facilities. Increasing demand of rural market. Increasing income of middle class couple. The Govt. liberalization policy for the free trade, less excise and custom duties are attracting more of foreign giants like Akai, Samsung, LG. Thomson, Panasonic, Daewoo, and Sony etc. 6. 7. 8. Many easy interest rates with long-term payable financial schemes. Rapid increase in population also affects the growth of white industries. More attractive and discount offer by Indian and foreign companies mainly in festive time, helps in the growth of the television market.
INTRODUCTION OF TV INDUSTRIES
Television in India has been in existence for three decades. For the first 17 years, it spread haltingly and transmission was mainly in black and white. The thinkers and policy makers of the country, which had just been liberated from centuries of colonial rule, frowned upon television, looking on at it as a luxury Indians could do without. In 1955 a Cabinet decision was taken disallowing any foreign investments in print media, which has since been followed religiously for nearly 45 years. Sales of TV sets, as reflected by licenses issued to buyers were just 7,36,615 until 1977. Television has come to the forefront only in the past 15 years and more so in the past seven. There have been two ignition points: the first in the eighties when State-owned broadcaster Doordarshan (DD) introduced color TV during the 1982 Asian Games. It then proceeded to install transmitters nationwide rapidly for terrestrial broadcasting. In this period no private enterprise was allowed to set up TV stations or to transmit TV signals. The second spark came in the early nineties with the broad cast of satellite TV by foreign programmers like CNN followed by Star TV and a little later by domestic channels such as Zee TV and Sun TV into Indian homes. Prior to this, Indian viewers had to make do with DD's chosen fare, which was dull, non-commercial in nature, directed towards only education and socio-economic development. Entertainment programs were few and far between. And when the solitary few serials like Hum Log (1984), and mythological dramas: Ramayana ((1987-88) Mahabharata (1988-89) were televised, millions of viewers stayed glued to their sets. When, urban Indians learnt that it was possible to watch the Gulf War on television, they rushed out and bought dishes for their homes. Others turned entrepreneurs and started offering the signal to their neighbors by flinging cable over treetops and verandahs. From
the large metros satellite TV delivered via cable moved into smaller towns, spurring the purchase of TV sets and even the up gradation from black and white to colour TVs. DD responded to this satellite TV invasion by launching an entertainment and commercially driven channel and introduced entertainment programming on its terrestrial network. This again fuelled the purchase of sets in the hinterlands where cable TV was not available. The initial success of the channels had a snowball effect: more foreign programmers and Indian entrepreneurs flagged off their own versions. From two channels prior to 1991, Indian viewers were exposed to more than 50 channels by 1996. Software producers emerged to cater to the programming boom almost overnight. Some talent came from the film industry, some from advertising and some from journalism. More and more people set up networks until there was a time DD responded to this satellite TV invasion by launching an entertainment and commercial driven channel and introduced entertainment programming on its terrestrial network. This again fuelled the purchase of sets in the hinterlands where cable TV was not available. From two channels prior to 1991, Indian viewers were exposed to more than 50 channels by 1996.
The 1990's time period:
The production of TV sets plummeted to 4.5 millions units in 1991 due to higher taxes and devaluation. The revival began in 1993 when import duties where slashed on TV components and Sales Tax and excise duties were reduced. This combined with rise in purchasing power in urban and rural areas, strong replacement demand and market improvement in TV software provided a fillip to the industry. The exchange offer and replacement schemes were earlier handled by traders in small way the took on every
attractive hue with manufacturers like AKAI promoting these in you big way. There have been other reasons too. The proliferation of satellite channels have also acted as an incentive explains K.S. raman president of CETMA (Consume Electronics and TV Manufacturers Association), the association of consumer electronic manufacturers: "These schemes were helped along by the proliferation of satellite channels which made even a two year only TV out dated as it did not have the S and HY bands to tune in to all the channels offered by the cable networks. The replacement schemes were also saved the consumer the trouble of finding a buyer. For his old TV set for a decent price. This led to you proponent of purchase mainly this all activities done though dealers. "The demand has improved since then to touch 7.9 million units 1996-97. The period saw entry of MNC's which has altered the equations in one industry. BPL, VIDEOCON, SONY, SAMSUNG, LG in the industry has dominated the scene in an oligopoly - the market in this manner is rarely seen in any other sector of Indian industry. But now whose market seems to be ablaze with aggressive marketing maneuvers by MNC hoarding, TV, spats, ads, etc.
BPL (BRITISH PHYSICAL LABORATOURIES):
BPL was set up by an NRI TPG Nambiar in 1961 and three decades later group is in to automation, communication, computer, components have appliances and refrigerators with a combined group turnover of Rs. 2700 crores, A and M ORGMARG ranked BPL as India's most admired consume durables marketing company in 1997. Apart from CTV's, BPL portfolio include B and W TVs, Audio, VCRs, Washing machines, Vacuum cleaners, Refrigerators, Microwave Ovens, Gas stove, Excel alkaline cell, Telephone instruments, Cellular services, Paging and Professional electronic products among other things, BPL CTV sales stood at 5.5 lakh CTV BPL expanded in market share to 21% in CTV market. It has been increasing its market share every year, even during the reversionary hears. it is a very strong comp any with tremendous brand equity and a great reputation for reliability and quality.
Major New Products:
Include 14 inch TNT, 21 inch F and FST, BPL< DOCBY PROLOG, HOME THEATRE, 3-DTV. ? Turbo Tough (20") ? Budget line (20", 21") ? Private (14") ? Bazooka (21") Various brands of 21"flatCTV are: CV 21 AF 38 CV 21 AFI CV 21 NF2]
STRENGTHS:
1. 2. 3. 4. 5. Second in term of market share. Every high brand awareness in the market. Enjoys high corporate premium in the region. Strong distribution network in the region. Positioned as a premium brand in the market and has been accepted.
WEAKNESSES:
1. 2. 3. No technological USP over the multinationals. Multi dealer policy is eroding the dealer's confidence and they are opting for other brand on the counter. No response to the onslaught on the global brands.
2. VIDEOCON:
TIE UP MARKET SHARE : : TOSHIBA OF JAPAN MARKET LEADER
The Videocon group was founded by "Dhoot Brother" with Venugopal Dhoot as Chairman the three Dhoot Brothers started off by making light dimmers in a small shed in Ahmednagar in 1947 and it was in 1984, they started CTV manufacturing by borrowing 60 lakh from their father and a 3 crore SBI laon. Besides TV's they are also into business of home applicances, Video Cassettes, VCR's Glass and fianance. Videocon is an extremely aggressive player in the market. It has a track record of surprising its competitors and making drastic decisions overnight. It has acquired huge brand equity as well. Videocon joined the industry at about the same time BPL. Although it started off as market leader, it lost its leadership to BPL around 1991. But now it has regained its prominent position in both the CTV and B&W TV markets. It sold some 6.0 million TV sets in 2001. This is attributed mainly to its introduction of the budget line range, economy range, and due to dealer push and marketing skills.
STRENGTHS:
1. 2. 3. 4. 5. Market leader. Largest brand awareness. Strong distribution channels. Strong U.S.P. because of pricing strategy. Presence in various home applications and consumer product.
WEAKNESSES:
1. Has remained as an economy brand in the market.
2.
Multi dealer policy in each town is eroding dealers confidence.
Various 21" Flat Colour Television
5504 QST - Bozon Flat 5512 QST- Pure Flat TV 5548 QST- Bazomba 5453QST- Challenger
3.
SONY:
Entry of Sony is posing a major threat to the existing TV brands. It has set up an independent manufacturing facility and currently has an import content of 99%. This level is expected to go down to 80%. The company produced around 50,000 units in 1995 and increased to 1 million in 2000-2001. By that time is aiming for a market share of 30%. Sony enjoys high brand recall among Indian consumers. It is perceived as being of superior quality and technologically advancede.
Various 21" Flat Colour Television
KV- AR 212M83 KV- HP 21 M83 KV- SW 21 M80 KV- B221M80
4.
LG:- (Life Good)
The South Korean consumer electronics giant Goldstar has entered India with a tie-up through Bestavision Electronics Ltd. The Tie-up covers bgrand licensing
and technological assistance. This group has already appointed 800 dealers allover India and has ahead start over other new entrants.
VARIOUS MODELS
? Flatron GE ? Maestro GE ? GE Swing ? GE Pride ? GE Supreme ? GE Plus ? Joy Max ? Sampoorna III ? Home Cinema
Various 21" Flat Colour Television
21FC80Q 21fa20vc 21FC20KQ 21FD20VE
5.
SAMSUNG:
The consumer electronics and white goods major Samsung India Electronics' (SIEL) has so far invested nearly Rs. 100 crore in the country. It achieved a turnover of 540 crores in the year 1998. This shows a growth of 37% over 1997. In 1998 the sales contribution from the various parts of India was as follows: Eastern India 7% Western India 24% Northern India 44% Southern India 25%
Samsung India Electronics (SIEL) turnover has risen more than 156 per cent to Rs. 400 crore in 1997 from Rs. 156 crore the previous year. The company, in its third year of operation, has reached a break-even point with more than 80% of its revenues coming from audio and visual segment. At the end of 1997-98 fiscal, the company's accumulated losses stood at $2 million, while its reserves were Rs. 556 crore. Through a fresh issue of preference shares at par, Samsung Electronics Company is hiking its stake in the India subsidiary form 51 per cent to 74 percent.
Various 21" Flat Colour Television
21K5 21K10 21T4 21M21 21K3
Customer satisfaction
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Satisfaction is a person’s feeling of pleasure and disappointment resulting from comparing a product’s perceived performance in relation to his or her expectations. It is only the customer delight that marketer aims for. Increasing competition (whether forprofit or nonprofit) is forcing businesses to pay much more attention to satisfying customers. (It may help the reader to notice the role of customer satisfaction in the overall context of product or service development and management. See Product/Service Management. Also notice the Related Info (including customer service) in the library.
Measuring customer satisfaction4 Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement, although a large quantity of research in this area has recently been developed. Work done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Interdepartmental Teamwork, Front line Service Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation the of the performance of the organisation being measured. Customer Satisfaction – a Critical Component of Profitability 4 Exceptional customer service results in greater customer retention, which in turn results in higher profitability. Customer loyalty is a major contributor to sustainable profit
growth. To achieve success, you must make superior service second nature of your organization. A seamless integration of all components in the service-profit chain – employee satisfaction, value creation, customer satisfaction, customer loyalty, and profit and growth – links all the critical dynamics of top customer service.
Sadly, mature companies often forget or forsake the thing that made them successful in the first place: a customer-centric business model. They lose focus on the customer and start focusing on the bottom line and quarterly results. They look for ways to cut costs or increase revenues, often at the expense of the customer.
They forget that satisfying customer needs and continuous value innovation is the only path to sustainable growth. This creates opportunities for new, smaller companies to emulate and improve upon what made their bigger competitors successful in the first place and steal their customers
OBJECTIVE OF THE STUDY
OBJECTIVE OF THE STUDY
Consumer satisfaction procedure has a great importance in every organization. The objectives are set up in the start of the study, because on the basis of these objectives we have to do the research work. There are two types of objectives .these are summarized as under Primary Objective:? To know the impact of various external factors on buying behavior of consumer. • • • • • Quality Price Brand name Scheme Technology
Secondary Objectives:? To study the satisfaction level with after sales service of company. ? To make suggestions to company to improve the level of satisfaction among customers. ? To know the price effect on the purchase of colour TV. ? To find the cause behind choice of particular brand of 21"flat CTV and reasons to switch over by consumer.
Literature review
Literature review
Websites 1. http://www.ciadvertising.org/sa/fall_05/adv380j/gaemi/final/home.htm-consumer1 from this site I have gathered the information about the consumer preference. 2. http://madeinatlantis.com/smartshopping/new_products_consumer_preferences.ht m2 from this site I have gathered the information about the consumer preference about the new products that are being launched by these companies into the markets. 3. www.1000ventures.com/business_guide/crosscuttings/customer_satisfaction.ht ml3 from this site I have gathered the information about the customer satisfaction 4. http://en.wikipedia.org/wiki/Customer_satisfaction4- From this site I have taken the matter regarding how to measure customer satisfaction and how it is a a component of profitability. 5. 5. http://www.LG.com/dist.asp5
From this site i have taken the matter regarding the distribution policy of the LG CTV company. 6. http://www.Videocon.com
6
: I have taken the matter regarding the general
information about the Videocon Company 7. http://www.Samsung.com/ 7: from this site I have gathered the information regarding the various products that they are providing to the customers. 8. http://www.BPL.com/8 : I have taken the matter regarding the general information about the BPL and the history of the BPL group 9. http://www.Sony.com 9: I have taken the matter regarding the general information of Sony company product.
BOOKS:
? Suja R. Nair, Consumer Behaviour in Indian Perspectives (First Edition: 2001), Himalaya Publishing House, Mumbai-400004. Chapter 1, PP 3-6.10 “Factors influencing consumer behaviour, Decision making, Concept of consumer behaviour” is studied to know about the various factors those effects the consumer behaviour these can be external as well as internal” ? Leon G. Schiff man and Lesli Lazar kanauk, Consumer Behaviour, Eight Edition, Prentice Hall of India, New Delhi, PP 8,9,11,19,20.11 Study of the customer behaviour is the study of how individuals make decisions to spend their available resources (Time, Money and Efforts) on consumption related items. It includes the study what they buy, when they buy it, when they buy it, where they buy it, how often they buy it and how often they use it. ? G.C. Beri, Marketing research, Third Edition, Tata Mc graw Hill Publications PP 95-98,233.12 Matter regarding the sampling size decisions, determination of sample size and other sampling methods. ? Kothari, C.R, Research methodology, methods & techniques, new age international ltd. Publishers, Second edition, P.no27-42.13 “Methods of data collection, collection of data through Questionnaire, collection of secondary data” are referred before the data collection from this book” Decisions regarding what, where, when, how much, by what means concerning an enquiry or a research study constitute a research design ? Gupta, S.P. Stastical methods and techniques, Sultan Chand & Sons. Educational Publishers, New Delhi,P.no237-241,628-629 14
From this book I have taken the matter regarding the hypothesising testing and what should be the size of the sample for the application. ? Jain,T.R, Statistics for MBA,V.K.(India) enterprises, New
Delhi.,edition2006-07,P.no 135-13715 From this book I have taken the matter regarding the multiple correlations their use
16
and
1. Sampling, Business Research, June 2005, pp 31 - From this magazine I have
taken the matter regarding the sampling size and the sampling size determination.
2. Chandra Suresh Indian Journal Of Marketing – xxxv edition January 2006, P no. 35:17 From this very journal I took the information about various marketing concepts
3. Suresh k Advertising Express-February 2006, Traditional Mass Media,
February 2006Vol. 15 No. 3, Page 3518: from this site I have taken the information related to various advertising media and concept.
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Research methodology is systematically solving the research problem. It may be understand as science of studying how research is done scientifically. In it we study the various steps that are generally adopted by the researcher in studying his research problem along with logic behind them.
Hypothesis
H0 = after sale service and consumer behavior are Correlated. H1= after sale service and consumer behavior are not Correlated.
Research purpose can be divided into four categories:
• • • • Exploratory research Descriptive research Diagnostic research Hypothesis research
Exploratory research:
It is also termed as formulate research the main purpose of such research is to gain familiarity with a phenomenon or to achieve new insights.
Descriptive research:
This portrays the particular characteristics of a particular individual situation or a group.
Diagnostic research:
To determine the frequency something occurred or which associated with something else.
Hypothesis testing research: To test hypothesis of a casual relationship between variables.
Sampling and Sampling design
Sampling may be defined as the selection of some part of an aggregate or totality on the basis of which a judgment or inference about the aggregate or totality is made. In simple words, it is the process of obtaining information about the population by examining only a part of it. The sampling procedure followed is as follows: 1. Identification of the Universe: The universe to be studied is the whole population of Orient Craft Ltd from where the information has been sought . 2. Defining a Sampling unit: Here the sampling unit is the same population of the company. Various personnel who gave me information regarding their own. 3. Determining the size of the sample : Taking into consideration the size of the population , the population variance , cost involved and the requirements of efficiency , representative ness , reliability , flexibility , and the parameters of interest in the research , the sample size selected was 100.
Analytical Tools
After collection of data another work necessary for any data collector is to correctly analysis that data. So statistical tolls helps us to correctly analysis the data .As I am here using the software for analysis of the data XLSTAT. I will use following statistical tools:
? Multi Dimension Scaling :
Multidimensional scaling (MDS) is a method for analyzing a (similarity or dissimilarity) proximity matrix based on a set of observations. The purpose of MDS is to model the proximity of observations in order to represent them as accurately as possible in a limited number of dimensions (usually 2). There are different MDS algorithms: XLSTAT uses the SMACOF (Scaling by Major zing a Convex Function) algorithm that minimizes the "normalized stress" function. Furthermore, there are several MDS models (or representation functions), i.e. several ways to transform the dissimilarities into disparities. The disparities are the distances that describe the optimal representation for the observations. The difference between the disparities and the distances measured on the representation resulting from the MDS is called the stress: the lower the stress, the better the representation of the observations.
Hypothesis Testing
Chi-square test is used when the set of observed frequencies obtained after experimentation have to be supported by hypothesis or theory. The test is known as X 2test of goodness of fit and is used to test if the deviation between observation (experiment) and theory may be attributed to chance (fluctuations of sampling).? 2 also enables us to explain whether or not two attributes are associated or related to each other. To test the goodness of fit The null and alternative hypothesis to be tested is as follows:
Null Hypothesis Ho: There is no significant difference between the sample statistic and the population parameter. Alternative Hypothesis H1: There is significant difference between the sample statistic and the population parameter.
Procedure: (1) Set up the null hypothesis that there is no significant difference between the observed and expected value. (2) We compute the value of CHI- square by using the formula
CHI-square = ? ?2=? (( Oi- Ei)2/Ei)
O- Observed value E- Expected value Degree of freedoms=(R-1)(C-1) Level of significance=5
? LIKERT SCALE:
A Likert scale is a type of psychometric response scale often used in questionnaires, and is the most widely used scale in survey research. When responding to a Likert questionnaire item, respondents specify their level of agreement to a statement. The scale is named after Rensis Likert, who published a report describing its use. A important distinction must be made between a Likert Scale and a Likert item. The Likert Scale is the sum of responses on several Likert items. Because Likert items are often accompanied by a visual analog scale (e.g., a horizontal line, on which a subject indicates his or her response by circling or checking tick-marks), the items are sometimes called scales themselves. This is the source of much confusion; it is better, therefore, to reserve the word 'Likert scale' to apply to the summated scale, and 'Likert item' to refer to an individual item.
A Likert item is a statement. The respondent is asked to indicate his or her degree of agreement with the statement or any kind of subjective or objective evaluation of the statement. Often ordered five response levels are used, however many psychometricians advocate using a seven or nine levels. A recent empirical study showed that data from 5level, 7-level and 10-level items showed very similar characteristics in terms of mean,
variance, skewness and kurtosis after a simple transformation was applied. Example of a five-level Likert item: 1. Strongly disagree 2. Disagree 3. Neither agree nor disagree 4. Agree 5. Strongly agree Likert scaling is a bipolar scaling method, measuring either positive or negative response to a statement. Sometimes a four-point scale is used; this is a forced choice method since the middle option of "Neither agree nor disagree" is not available. Likert scales may be subject to distortion from several causes. Respondents may avoid using extreme response categories (central tendency bias); agree with statements as presented (acquiescence bias); or try to portray themselves or their organization in a more favorable light (social desirability bias).
Area of Study:
To analyze the consumers preference with regard to 21"flat cokour TV, of the residents of Yamuna Nagar ,sample survey method has been implemented. Though other methods important, this method is given prime significance in modern research because of its extensive use to study the relationship of different factors, attitudes and
practices of society and to explore the problems that cannot be treated by experiment methods
.
Data Collection
Data collection is known as the process of taking the views of the different respondent about the given phenomenon. This is also very difficult to ask as first of all we have decided that what type of the questions should be included in the questionnaire so that the respondents are able to give the correct answer to the researcher. There should not be any linguistic problems in understanding the meaning of the question in the questionnaire.
Questionnaire:Questionnaire is he standard form of he document that is used for the collection of the data from the respondents. The method includes a set of he questions that are selected by the panel of the judges and is sent to the respondents for taking their response. This method is very important the Govt. Project, the Private company where the company gets the response about their products from the consumers, So that they can improve the quality of their products by adding or deleting some of the feature that the required by the consumers.
LIMITATIONS
? The primary limitation was the small size of customer so due to small samples out of big universe the results may not be completely correct. ? Some of the respondent through me as representative of the company, hence instead of answering my question they put than question to me and expected me to answer than. ? Most of people were at their work they did not have time to give all replies. ? Time period was very short. ? The chances of personal prejudice and bias are possible at respondent level. ? The people were quite hesitant in inquiring exact data regarding their income level. ? The primary limitation was the limited area of the research so due to small area out of the country the results may not be completely correct. ? The secondary limitation was the small size of customer so due to small samples out of big universe the results may not be completely correct ? The chances of personal prejudice and bias are possible at respondent level. Also the people were quite hesitant in inquiring exact data regarding their income level. ? Most of people were at their work they did not have time to give all replies. Also time period was very short.
DATA ANALYZES & INTERPRETATION
Results & Discussions
The analyzed date performing to brand ownership, preferred features, role play in decision making by the head of the family, grand lady etc., awareness about CTV brands, price influence on purchase behaviour, customer satisfaction etc revealed an interesting out come which are discussed as under different context. 1) Brand owner (%) Brand Name LG Samsung Sony Videocon BPL Owner (%) 29 24 14 10 22
Owner(%) 40 30 20 10 0
LG
29
24
Owner(%) 14
on y
10
PL B
22
am
The above results reveal that most a large number of people i.e.29% owned LG CTV. 24% people owned Samsung CTV, 22% people owned BPL CTV, 14% people owned Sony CTV, and 10% people owned Videocon CTV. This means that different customer have different point of view regarding different CTV companies.
S
V
id eo co n
su ng
S
2) Preferable feature by customer (%)
Features Price Brand Name Technology Quality Scheme
Preferred by customers (%) 22 26 30 13 9
preferred by customers(%) 40 30 20 10 0
22
26
30
13
preferred by customers(%) 9
The above results reveal that while purchasing Colour television a large number i.e.30% of customer preferred the technology of colour television, 22% customer preferred the price, 26% customer preferred brand name. This also shows that different customer have different point of view.
P Br an rice dN Te am ch e no lo gy Qu al it Sc y he m e
3) Role plays in decision making (%) Players Head of Family Children lady Grand Lady Combined Any other Role play (%) 23 22 27 13 9 6
Role play(%)
9 13
6
23
Head of Family Children lady Grand Lady
22 27
Combined Any other
The above results reveal that while taking decision to purchase the CTV most of the customer wants to consult with their ladies.27% of the customer consult with their ladies.23% of the customer consult with their head of the family.This also shows that different customer have different point of view.
4) Knowing (%) of CTV brands
Means Through Friends Family Members Advertisement Publicity Any other
Knowing (%) 25 22 31 12 9
Knowing(%)
Through Friends Family Members Advertisement Publicity
9 12
25
31
22
Any other
The above Pie chart reveals that a large number of the people i.e. 30% come to know with these brands with the help of advertisement and 25% of the people through friends and 22% of the people by family members.
5) Media’s influence on purchase behavior (%)
Media TV Hording Newspaper Magazine Wall painting
Influence Behavior(%) 33 22 26 14 5
Influence Behaviour(%)
14
5 33
TV Hording Newspaper Magazine
26 22
Wallpainting
The above Pie chart reveals that televisions plays important role in influencing the purchase behavior of the customer.33% of the customer influenced through television.26% of the customer influence through magazine.
6) Involvement in purchasing (%)
Involvement More involvement Normal involvement less involvement No involvement
In Purchasing (%) 18 32 28 22
35 30 25 20 15 10 5 0
32 18
28 22 Series1 Series2
The above results reveal that 32% of the customers have normal involvement in purchasing of Flat colour television. 28% of the customers have less involvement in purchasing of Flat colour television. Thus this means that different people have different point of view.
less involvement
No involvement
More involvement
Normal involvement
7) Price influence on purchase behavior (%)
Price influence Very High High Average Average Average Low Low
Purchase Behavior (%) 13 27 24 20 16
Purchase Behaviour(%)
16
13
Very High High Average 27 Average Average Low Low
20
24
The above Pie chart reveals that a large number of customers i.e. 27% are highly influenced by the price. Only 16% of the customers are low influenced by the price. This means that most of the customers are influenced by the price.
8) Role of advertisement (%) Role Opinion Provides important details Creates Awareness Give information Convenience in Purchase Misleading Advertisement 16 27 22 21 14 of
corrospondence
Provides important details Creates Awareness Give information
14 21
16
27 22
Convenience in Purchase Misleading
The above results reveal that advertisement plays an important role in decision-making. Most of the people’s i.e.27% opinioned that advertisements create awareness, which is necessary for the customer’s point of view.
9) Maximum benefits to customers by companies
Company LG Samsung Sony Videocon BPL
Benefits to customers (%) 28 20 22 18 12
Benefits(%)
12 18
28
LG Samsung Sony Videocon
22
20
BOL
The above Pie chart reveals that LG Company provides maximum benefits to their customersi.e.28%. BPL Company provides 12% benefits to their customers which are very less for the point of view of customer.
10) Promotional activities adopted by companies
Promotion Activities Yes No
Awareness (%) 65 35
Awareness(%)
No
35 Awareness(%)
Yes
65
0
20
40
60
80
This diagram revels that 65% of the customers are aware about the different promotion activities which are adopted by different companies.35% of the people are not aware about this activities.
11) Preference to change the Brand (%)
Preference Sure Often Neutral Not Sure Never
Change (%) 12 22 18 28 20
30 25 20 15 10 5 0 Sure Often 12 22 18
28 20 Series1
Neutral Not Sure Never
The above results reveal that only 12% of the peoples want to change their CTV if other brands offering those attractive schemes. But 28% of the people are not sure about that. They don’t want to change their brand.
12) Post purchase experience in purchasing (%)
Experience Excellent Very Good Good Average Poor
In Purchasing (%) 17 18 24 26 15
30 25 20 15 10 5 0
24 17 18
26 15
Series1
Go od
The above results reveal that post purchase experience of most of the peoples are averagei.e26(%). Only 17% of the peoples have excellent experience in purchasing.
Ex ce lle nt Ve ry Go od
13) Behavior of customer towards brand (%)
Av era ge
Po or
Behavior customer
of
towards brand Behavior Level Strongly recommend Moderately Recommend Neutral Not recommend Never recommend (%) 13 27 24 20 16
16
13
Strongly recommend Moderately Recommend
20
27
Neutral
24
Not recommend
Never recommend
The above Pie chart reveals that 27% of the customers are moderately recommended their CTV brand they are purchased. 24% of the customers are neutral recommend their CTV brand they are purchased.20% of the customers are not recommended their CTV brands.
14) Customer satisfaction towards CTV
Customer Satisfaction Satisfaction level Highly Satisfied Satisfied Average Less Satisfied Poor (%) 25 23 27 14 11
11 14
25
Highly Satisfied Satisfied Average Less Satisfied
27
23
Poor
The above results reveal that 27% of customers are average satisfied with the CTV they are purchased. This means that customer satisfaction level is average. 25% of customers are highly satisfied with the CTV they are purchased.
15) Ranks given by groups to CTV companies
Rank Companies G1 LG Samsung Sony Videocon BPL 28 22 18 20 12 G2 26 20 22 16 16 G3 27 13 20 18 22 G4 25 22 11 22 20 G5 30 18 16 24 12
35 30 25 20 15 10 5 0 Rank G1 G2 G3 G4 G5
LG Samsung Sony Videocon BPL
The above results reveal that all the groups give highest rank to the LG CTV Company. This means that most of the customer gives highest preference to LG CTV Company. After that customers give lower rank to Videocon CTV.
MultiDimensional Scaling
Ranks given by groups to CTV companies
Rank Companies G1 LG Samsung Sony Videocon BPL 28 22 18 20 12 G2 26 20 22 16 16 G3 27 13 20 18 22 G4 25 22 11 22 20 G5 30 18 16 24 12
Hypothesis Testing
Lets take the hypothesis as :-
H0 H1
= =
Let there is correlation between various factors like quality, There is no correlation between various factors like quality,
price, brand, scheme, technology and C.T.V purchase. price, brand, scheme, technology and C.T.V purchase.
X Dx +2 Y Dy QUALITY PRICE BRAND NAME SCHEME TECNOLOGY +2 +1 0 -1 -2 f fdx fdx2 fdxdy 8 (32) 6 (12) 6 (0) 2 (-4) 0 (0) 22 44 88 40 8 (16) 10 (10) 6 (0) 2 (-2) 2 (-4) 28 28 28 20 4 (0) 6 (0) 4 (0) 4 (0) 2 (0) 20 0 0 0 4 (-8) 2 (-2) 4 (0) 6 (6)` 6 (12) 22 -22 22 8 4 (-16) 2 (-4) 2 (0) 2 (4) 6 (24) 16 -32 64 8 28 26 22 16 16 10 8 18 20 2 76 56 26 0 11 2 26 0 24 16 0 4 32 76 +1 SAMSUNG LG VIDEOCON 0 BPL -1 SONY -2 f fdy fdy2 fdxdy
-16 16 -32 64 34 21 8
Coefficient of Correlation N ?fdxdy - ?fdx?fdy r
=
= ? N?fdx2-(?fdx)2 ? = ?
N?fdy2-(?fdy)2
r
108x76 – (18)(34)__________ ?
108x202-(18)2 r = = 8208___ 21935.2
108x218-(34)2 8208_____
146.6 x 149.62 = 0.3741
There is positive correlation between various factors, which I considered, and the CTV purchase. Let us take the hypothesis that there is association between CTV purchased and price influence. Price Influence on Color Television CTV High High Avg. Average Brand Samsung LG Videocon BPL Sony Total 0 2 4 0 4 10 4 2 0 4 2 12 6 4 2 6 4 22
Avg. Low 4 4 2 4 0 14
Low 2 2 4 2 2 14
Price Influence on Color Television CTV Brand Samsung LG Videocon BPL Sony High 2.28 2 1.72 2.28 1.72 High Avg. Average 2.74 2.4 2.06 2.74 2.06 5.03 4.4 3.77 5.03 3.77 Avg. Low 3.2 2.8 2.4 3.2 2.4 Low 2.74 2.4 2.06 2.74 2.06
Total
10
12
22
14
12
Observed Value 0 2 4 0 4 4 2 0 4 2 6 4 2 6 4 4 4 2 4 0 2 2 4 2 2
Expected value 2.28 2 1.72 2.28 1.72 2.74 2.4 2.06 2.74 2.06 5.03 4.4 3.77 5.03 3.77 3.2 2.8 2.4 3.2 2.4 2.74 2.4 2.06 2.74 2.06 (O-E)2 5.20 0.00 5.20 5.20 5.20 1.59 0.16 4.24 1.59 0.00 0.94 0.16 3.13 0.94 0.05 0.64 1.44 0.16 0.64 5.76 0.55 0.16 3.76 0.55 0.00 (O-E)2/E 2.28 0.00 3.02 2.28 3.02 0.58 0.07 2.06 0.58 0.00 0.19 0.04 0.83 0.19 0.01 0.20 0.51 0.07 0.20 2.40 0.20 0.07 1.83 0.20 0.00 20.83
?2 Calculated
=
20.83
V
=
(r-1) (c-1)
=
(5-1) (4-1) = 16 = 26.3
for V = So, ?2 purchased.
0.05
16 ?2 0.05 table value
table value greater than ?2 calculated value so hypothesis is
accepted and there is positive relation between price influence and CTV
Likert Scaling
Are you satisfied with the CTV that you have purchased?
Customer Satisfaction Satisfaction level Highly Satisfied Satisfied (%) 25 23
Average Less Satisfied Poor
27 14 11
11 14
25
Highly Satisfied Satisfied Average Less Satisfied
27
23
Poor
The above result revels that 27% of customers are average satisfied with the CTV they are purchased. This means that customer satisfaction level is average. 25% of customers are highly satisfied with the CTV they are purchased.
25
23
27
14
11
5 Highly
4 Satisfied
3 average satisfied
2 less satisfied
1 Poor
Satisfied 100*5=500 100*4=400 100*3=300 100*2=200 100*1=100 Highly satisfied Satisfied average satisfied less satisfied Poor
25*5 +23*4 +27*3 +14*2 +11*1 = 337
Here the score is 337 that lies between 300 & 400, So the consumer are satisfied with the CTV they are purchased.
FINDINGS
FINDINGS
? Mostly the purchasing of TV done by combined decision of family. Head of family is also taking the important role in decision making in CTV purchase. ? Quality of T.V. is most preferred features which the costumers consider during purchase of CTV followed by brand name and price. ? Price has a significant influence on the purchase of T.V. because of in Yamuna Nagar large population belongs to medium class family. ? Price also play a measure role in switching over in another brand C.T.V. by customers. References group also has significant effect on switching decisions.
? If we see the after sales service of the companies most of the people are satisfied with the after sales services of the their T.V ? After sales service SAMSUNG has gain rank 1 followed by BPL, LG, SONY and VIDEOCON. ? Coupon & exchange offer are the most preferred schemes consider by consumer during purchase because they attract the customer quickly ? Consumer gives preferences to the CTV companies on the basis of brand image and durability ? Most of the CTV Companies are spending lot on the promotion activities to increase the brand awareness. ? When it comes to giving benefits to customers sample thinks that LG CTV Company provides the maximum benefits. ,
SUGGESTIONS
? Manufacturers most try to improve upon after sales service which is measure calls for repurchase of brand. ? Scheme like coupon free gift should be provided to the customers. ? Quality should be improved and new technology should be adopted. ? Price has significant influence in purchasing so it is require that company should try to cut out their cost like by reducing cost of advertisement. ? Companies most take a step to improve the dealership network and service station and required to putting afford for motivation through demonstrations.
CONCLUSION
CONCLUSION
After analysis observed that the main points of consideration buying a CTV are price and the brand. It is generally the trade off between these two, which determines the purchase. The entry of foreign companies and the revival by domestic player has provided the Indian consumer with plethora of opportunities to choose from in addition to creating clutter. Thus consumers are definitely not brand loyal while purchasing CTV. More customers of Indian Market lie in the middle class and hence they prefer product of competitive price. Consumer generally prefers to buy a brand with high quality features at less price. The purchase decision of the consumer is affected by the brand and price of the product. After sale service, price and quality play in important role in the purchasing decision of CTV in Yamuna Nagar and promotional schemes like coupon, free gift, exchange offer, guaranty, play important role in attracting the customer to purchase new colour Television.
Bibliography
Bibliography
Websites 1. http://www.ciadvertising.org/sa/fall_05/adv380j/gaemi/final/home.htm-consumer 2. http://madeinatlantis.com/smartshopping/new_products_consumer_preferences.ht m 3. www.1000ventures.com/business_guide/crosscuttings/customer_satisfaction.ht ml 4. http://en.wikipedia.org/wiki/Customer_satisfaction 5. 5. http://www.LG.com/dist.as
6. http://www.Videocon.com 7. http://www.Samsung.com/ 8. http://www.BPL.com/ 9. http://www.Sony.com
:
BOOKS:
? Suja R. Nair, Consumer Behaviour in Indian Perspectives (First Edition: 2001), Himalaya Publishing House, Mumbai-400004. Chapter 1, PP 3-6. ? Leon G. Schiff man and Lesli Lazar kanauk, Consumer Behaviour, Eight Edition, Prentice Hall of India, New Delhi, PP 8,9,11,19,20. ? G.C. Beri, Marketing research, Third Edition, Tata Mc graw Hill Publications PP 95-98,233.
? Kothari, C.R, Research methodology, methods & techniques, new age international ltd. Publishers, Second edition, P.no27-42 ? Gupta, S.P. Stastical methods and techniques, Sultan Chand & Sons. Educational Publishers, New Delhi,P.no237-241,628-629 ? Jain,T.R, Statistics for MBA,V.K.(India) enterprises, New Delhi.,edition2006-07,P.no 135-137
Magazines
1. Sampling, Business Research, June 2005, pp 31 2. Chandra Suresh Indian Journal Of Marketing xxxv edition January 2006, P no. 35: 3. Suresh k Advertising Express-February 2006, Traditional Mass Media, and February 2006Vol. 15 No. 3, Page 3518: f
ANNEXUTRE
Annexure
QUESTIONNAIRE
Consumer Behaviour and Satisfaction Regarding various brands of 21” flat colour television. A case study of Yamuna Nagar
Name Age Occupation Address
_________________ S/O______________________ ___________________________________________ ______________Income per annum______________ ___________________________________________
________________________________Ph.________
1) Which Brand of the flat colour television do you own? LG Samsung Sony 2) What is most preferable feature you consider while purchasing CTV? Price Brand Name Scheme Quality Videocon BPL
Technology
3) Who plays important play role in decision making of purchase of CTV? Head of family Lady Combined Children Grand lady Any other
4) How would you come to know about these CTV brands? Through friends Advertisement Any other Family members Publicity
5) If other brands offering attractive schemes, will you change to other brands, if yes, will you prefer? Sure Neutral Never 6) Which type of media influence your purchase behaviour? T.V. Hording often Not sure
Newspaper Wall painting
Magazine
7) How much aware are you and involved in purchasing of flat CTV? More involvement Less involvement Normal involvement No involvement
8) In your opinion what role advertisement plays? Provides important details Give information Misleading 9) In your opinion which company gives the maximum benefits to customers? LG Videocon Sony Samsung BPL Creates awareness Convenience in purchase
10) Which is your post purchase experience with your CTV? Excellent Good Poor very good Average
11) If anybody asks you about which CTV purchased by you then your behavior towards your brand
Strongly recommend Neutral Never recommend
Moderately Recommend Not recommend
12) Are you satisfied with the CTV that you have purchased? Highly satisfied Average Poor Satisfied Less satisfied
13) To what extent price influence your purchase behaviour of flat CTV? Very High Average Low High average Average low
14) Are you aware about different promotion of activities adopted by flat CTV? Yes No
15) How do you rank the colour T.V. companies in the scale of 1-5? Group 1 LG Samsung Sony Videocon BPL KINDLY SUGGEST TWO REFERENCES: ____________________________________________________ ____________________________________________________ Place ______________ Group2 Group3 Group4 Group5
Date_______________
Signature
Thank You
doc_104464248.doc