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EFFECT OF TELESHOPPING ON VIEWERS
(case study on Star CJ alive and Homeshop 18)
Submitted as a part of 2
nd
Semester Project, Paper Code- MMM 154,
MMC-2012-14
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY
SECTOR-16 C, DWARKA, NEW DELHI-110075
SUBMITTED BY: SUBMITTED TO:
Sonia Arora Dr. Sachin Bharti
(02220304012) Assistant Professor, USMC
MMC, 2
nd
Semester
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CERTIFICATE I
This is to certify that Sonia Arora, a student of Masters in Mass Communication,
Guru Gobind Singh Indraprastha University, enrolled for the batch 2012-2014,
with enrollment no. 02220304012, has successfully completed his Final Project
on the topic of „effect of teleshopping on viewers? under my guidance and
support. The work included in this project is original and has not been submitted in
part or full to any other Institute/University for any degree or diploma.
Dr. Sachin Bharti
(Assistant Professor)
University School of Mass Communication
Guru Gobind Singh Indraprastha University
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CERTIFICATE II
This is to certify that Research Methodology File submitted for the degree of
Masters of Mass Communication (MMC) of GGSIP University, Dwarka, Delhi-
110075 is the bonafide report of training actually undertaken by Sonia
(02220304012720) has been approved by the board of examiners comprising
internal and external examiners appointed by vice chancellor of the university.
(Internal Examiner) (External Examiner)
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ACKNOWLEDGEMENT
I hereby like to express profound gratitude to Dr. Sachin Bharti, my supervisor and
mentor for this project. Without whom this project would not have been
accomplished. I would also like to thank him for their kind support and presence.
He remained consistent source of inspiration and guidance to me for the
development of this project. I also offer my regards to all those who supported me
in any respect during the completion of the subject.
Sonia Arora
(02220304012)
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TABLE OF CONTENTS
S.NO TOPIC Page no.
1
Chapter 1
? Introduction
? Objectives
? Significance of Research
? Review of literature
? Hypothesis
7-11
12
13
14-16
17
2
Chapter 2
? Research methodology
? Data collection
? Data analysis
? Hypothesis Testing
19-26
27-28
29-44
45-49
3
Chapter 3
? Summary of findings
? Conclusion
? References
? Annexure
51
52-53
54
55-57
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Chapter 1
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INTRODUCTION
Teleshopping was the term coined by Michael Aldrich in 1979 in England.
Teleshopping defines as a direct marketing technique in which the seller directly
offers the sale of their products on television and prompts the viewers to place the
orders.
Teleshopping does not involve personal visits. The seller prepares a short film
which is shown on television screen. It provides the full demonstration and features
of the products along with a list of contact phone numbers in every city. People
who get influenced contact the seller and place the order.
The basic concept of teleshopping is that it offers what is not available in the
market. In teleshopping the products claims to provide astounding results, such as
reduce weight without exercising or dieting.
The teleshopping was first originated in the US. But it was not very successful in
the early years. It gained its popularity in the mid of 1990’s.
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TELESHOPPING NETWORKS IN VARIOUS COUNTRIES
Country major teleshopping networks in various countries
US Home shopping network, QVC Telebrands, TSN
Japan Shop channel
Europe TV-SHOP
Australia TVSN
China China shopping network
Brazil Shop time
INDIA Telebrands (India), Asian sky shop, star CJ alive, Homeshop
18
ADVANTAGES OF TELESHOPPING
? The foremost advantage of teleshopping is that it offers convenient shopping
to the customers. The customer can purchase the product without visiting the
retailer which saves valuable time, effort and money
? Teleshopping helps people who have visual and oral defects
? It helps the people who have less time from their busy schedule to go out
and shop the desired products
? Provides home delivery of products
? Helps in improving standard of living
? Offers the products at a price lower than the market price
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TELESHOPPING IN INDIA
? Telebrands India pioneered the concept of teleshopping in India in mid
1990’s.
? In mid 1995 , TSN and Asian sky shop also entered in the market
? Other major players were TVC, TSNM and Star Warnaco
INITIAL LIMITATIONS OF TELESHOPPING IN INDIA
? Lack of availability of TV sets
? Lack of Telephone availability to make calls
? Lack of visual stimulation
? Lack of consumer interest in the service
? Lack of education and awareness among the people
? Low standard of living
? Low rate of women employment
? High prices of products was a major hindrance
? Difference in culture and language was also a major problem
REASONS FOR POPULARITY OF TELESHOPPING IN INDIA
? The teleshopping gained its popularity due to the emergence of nuclear
families
? Busy schedules
? Attractive offers
? Availability of products at low prices than the market rates
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STRATEGIES FOLLOWED BY TELESHOPPING CHANNELS
? Reduction in prices
? Money return offers
? Free accessories
? Featuring celebrities in the programs
PLAYERS IN INDIAN TELESHOPPING
? Asian Sky Shop
? Telebrands
? Star-CJ
? AAA Teleshopping
? Homeshop 18
? TVC
PRODUCT CATEGORIES
? Mobiles and Cameras
? Electronics
? Home Appliances
? Health & Fitness
? Home Decoration
? Kitchen & Dining
? Jewellery & Watches
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STRENGHTHS AND WEAKNESS OF TELESHOPPING IN INDIA
STRENGTHS
? Convenient shopping
? Focus on innovative and value for money products
? Credit cards are also accepted
? Helps people who have visual and oral defects
? Helps people who have less time from their busy schedule
? Home delivery of products
? Offers the products at a price lower than the market price
WEAKNESSES
? Higher prices
? The difference in culture and language
? Focus mainly on metros and B class cities
? Focus mainly on educated and premium end customers
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OBJECTIVES
Objectives are the goals that the researcher wants to achieve. Objectives are those
goals for which the researcher plans the whole research and designs the methods to
achieve his desired goals.
The objectives of this research:
? To study the perception of consumers towards teleshopping in India
? To know what type of products people mostly buy through teleshopping
? To find out the reason what motivates the consumers to buy the products
from teleshopping channels
? To know whether the consumers are satisfied with the teleshopping products
in India
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SIGNIFICANCE OF RESEARCH
Although many researchers have been done on teleshopping, but my research is to
update the previous data collected on this subject. Hence my research is important
as it highlights the effect of teleshopping on viewers.
The research aims at understanding the consumer attitude towards teleshopping in
India. It will give an insight of consumers’ perception and preferences while
buying the products through teleshopping.
It will help in analyzing the reasons and factors that persuade the consumers to buy
products from teleshopping channels. It identifies the range or categories of
products that consumers buy from teleshopping. The research also highlights the
reasons of increasing trend of teleshopping in India.
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REVIEW OF LITERATURE
The literature review plays a very important role in research process. It is a source
from where research ideas are drawn and developed into concepts and finally
theories. It also provides the researcher a bird’s eye view about the research done
in that area so far. Depending on what is observed in the literature review
researcher will understand where his/her research stands.
“Teleshopping in India: Consumer perception and attitude”
? Teleshopping is not very popular among Indian television viewers
? It is not preferred by majority of the people
? Health and Beauty products are the most preferential products customers
like to purchase through teleshopping
? Customers believes that they do not receive the same products as they are
shown on television
? Majority of the customers does not want to indulge themselves into
teleshopping in future
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Development of a sector with a bright future: teleshopping
? Sale is an interesting option for companies who want to expand their
markets and through television. Teleshopping is undergoing significant
development and is quite popular among consumers.
? The increase in the broadcasting of advertisements and/or sales programmes
and the number of channels and companies which offer them, the
appearance of exclusive, 24 hour a day shopping channels and the sale of
products through certain programmes are, among others, aspects which show
how important this shopping system is becoming.
? In less than 10 years it is expected that the television will exceed the PC and
most shopping transactions will take place through it
? By late 2000, interactive television was already present in almost 15 million
households worldwide and for 2006, this figure is expected to reach over
240 million households.
Teleshopping business in India
Teleshopping is also known as direct response television shopping. Where the
retailer directly offers their products for sale on television and prompts the
customers to buy it. The payment for the product can made in cash or through
credit card. The concept of teleshopping was first introduced in the US in mid
1980’s.
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Strategies followed by teleshopping networks in India
Product:
? new and innovative products
? Indian and imported products offered
? Customized products also offered
Promotion:
? Teleshopping channels aired the informercials in 1-2 minute time capsules
between schedule programs in various channels.
? They also target the customers by airing the infomercials in various regional
languages.
? Features popular personalities for the demonstration of the products.
Price
? Indian teleshopping networks extended their product range as low as Rs 200
so that they can also reach the mid class population
? Most of the products are in the range of Rs 1000-5000
? Early bird prices, free accessories, lowering of prices, double product pack
at the same price are also offered by the teleshopping channels
Placement
? The networks extending their reach to semi metros and major towns across
India
? The network also tied up with major retail outlets in various cities.
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HYPOTHESES
Hypotheses are the tentative generalization which validly yet it to be tested.
Hypothesis should be clear and precise.
Hypothesis of this research:-
? Consumers have negative perception towards teleshopping
? The type of products people mostly buy through teleshopping channels is
home and kitchen
? The factor which motivates the consumers to buy the products from
teleshopping channels is price
? Consumers are not satisfied with the teleshopping brands in India
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Chapter 2
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REASEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem. It is
necessary for the researcher to know not only the research methods but also the
methodology.
Sample Design
Generally sample designs are two types-
? Probability Sample Design
? Non Probability Sample Design
The sample design used in this research is probability research design.
Size of Sample- In this research sample size is 60
Research Design - Descriptive research
Universe/population/coverage area-The whole group from which the sample has
been drawn is known as universe .The universe used in this research is Dwarka
mor
variable- age group 20-50
Type of sampling-.Simple random sampling is used in this research. It is also
known as chance sampling where each and every item in the population has an
equal chance of inclusion in the sample.
The method adopted for research is survey method: case study and content
analysis. The tool used for this is “The Questionnaire”.
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Questionnaire
A questionnaire is a research instrument consisting of a series of questions asked
from the respondents for the purpose of gathering information. This questionnaire
is mailed or given to the respondents with the request to return after completing the
same. This method of data collection is quite popular in case of big inquiries.
Types of questions
? Open ended questions
? Structured questions
? Multiple choice questions
? Ranking item questions
? Ambiguous questions
Merits
? Inexpensive method
? Large coverage
? Rapidity
Demerits
? Incomplete entries
? Poor response
? Unreliability
? Slow method.
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Case Study Method
Case studies are analyses of persons, events, decisions, periods, policies,
institutions, or other systems that are studied holistically by one or more methods.
Rather than using samples and following a rigid protocol to examine limited
number of variables, case study methods involve an in-depth, longitudinal (over a
long period of time) examination of a single instance or event: a case. They
provide a systematic way of looking at events, collecting data,
analyzing information, and reporting the results. As a result the researcher may
gain a sharpened understanding of why the instance happened as it did, and what
might become important to look at more extensively in future research. Case
studies lend themselves to both generating and testing hypotheses.
CASE STUDY OF STAR CJ ALIVE AND HOMES SHOP 18
Star CJ
Star CJ Alive is a 24/7 Indian teleshopping n shopping channel started by Star
India and CJ Group of South Korea in 2009 . Essentially, Star CJ Alive falls in the
bracket of Non-store retailing and depends mainly on Infomericals. In 2012 Kenny
Shin was appointed as CEO for star CJ alive, India. Categories of Products offered
by star CJ alive are Electronics, jewellery and beauty, fashion, kitchen and digital
device, home appliances etc.
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CASE STUDY 1
The program aired on 10 may 2013 at star CJ alive 8 at 10:00 pm was on dinner
set. They were offering Ramson 90 Pcs Premium Dinner Set at just Rs 6, 250 with
free delivery charges.
The product was also available at cash on delivery. They were giving 8 Full
Plates, 1 Rice Tray, 8 Side Plates, 16 Katories, 8 Tumblers, 8 Tumbler Lids, 8
Spoons, 3. Serving Bowls, 3.Serving Bowl Lid, 3 Serving Spoons, 8 Halwa Plates,
8 Tea Spoons, 8 Fruit Forks.
The presentation was very persuasive in nature. The channel was offering such a
premium product at an affordable price as compared to the market price.
CASE STUDY 2
The program aired on 12 may 2013 at star CJ alive 8 at 8:00 pm was on jewellery.
They were offering 8 sets of necklace of Sia Mahamaya Collection at Rs 3, 250
only with free shipping. They were giving 1 Grand Choker Necklace set + 1
Peacock Necklace set + 1 Diamond Necklace set + 1 Pink Diamond Necklace set +
2 Maangtikka + 1 Oval Pendant set + 1 Teardrop Pendant set + 1 Free Chandelier
Earrings + 1 Free Semi Necklace set + 1 Free Hairclip + 1 Free Kada + 1 Free Pair
of Payal + 1 Free Pearl Mala with Earrings .
They were also claiming to return the product within 48 hrs (2 days) of delivery,
only in case of Damage, Wrong or Defective product. The channel was offering
such valuable product not only at affordable price but was also giving warranty.
The product was beautifully displayed detailing each feature with brief outlying
making it highly appealing to the customers.
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HOMESHOP18
HomeShop18 was launched on 9 April 2008 as India's first 24-hour Home
Shopping TV channel. The channels offers products for sale at unbelievable
discounts with a free home delivery offer. Apart from credit card they also have a
cash on Delivery scheme where you pay the cash after the product has been
delivered .
The categories of products of homeshop 18 are
? Fashion and accessories
? Health and beauty
? Books
? Clothing
? Footwear
? Watches
? Jewellery
? Camera and camecorders
? Home and kitchen
? Household appliances
? Kids & toys
? Electronics
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CASE STUDY 1
The program aired on 14 may 2013 at Homeshop 18 from11:00-12:00 pm slot was
primarily focused on mobile phones. The Channel was offering Micromax Qwerty
Combo of Dual Sim Phone - Q23 - White & Black at just Rs. 2999 which is way
cheaper than what market offers.
The product was mentioned with detailed description along with attractive display.
The product featured dual slim, advanced apps, wireless with integrated VGA
camera captures stills. The product was equipped with video Recording. Flash
light, mp4, video player, sound recording, mp3 player, FM radio, FM recording,
GPRS, Bluetooth, data cable connectivity, internet browser, memory card support
capacity up to 8GB and one year warranty of handset.
The presentation, persuasion and product description was broadly outlined. The
channel was offering the product without any shipping and delivery charges with
heavy discounts. If the consumers are getting products at cheap rates than the
market then it is obvious that they would prefer to buy the products from such
Teleshopping sites.
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CASE STUDY 2
Case 2 -The program aired on 13may 2013 at Homeshop 18 from 6: 00-7:00 pm
slot was on utility products - Bedsheets.
The channel was offering a set of 5 beautiful splash Bedsheets with different colors
and design at just Rs 3499 with FREE Shipping. It was a double bedsheets of 224*
254 cm with 10 pillow covers of 46* 69 cm. The bed sheets were of 100% pure
cotton.
The presentation was highly persuasive in nature with attractive display. They
were also offering 6 months warranty against any manufacturing defect. Getting 5
bedsheets with 10 pillow covers makes an attractive deal to lure the customers. In
that case, persuading the customers to buy product from Teleshopping site makes a
wise and clever buy.
In both the cases, we saw that both the teleshopping sites offer wide range of
consumer durable products at affordable prices and highly attractive deals. These
sites offer products inclusive of all the taxes, free shipping charges and warranty.
In this regard, consumers prefer to buy products from these teleshopping sites as it
not only save their time goes in going to the market and buying them but also offer
best deals as compared to the market prices and same quality. Also, for working
professionals, old people and disabled these teleshopping sites are boon.
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CONTENT ANALYSIS OF STAR CJ ALIVE AND HOME SHOP 18
If we compare or analyzed the content of both the channel then we could we could
see differences on following aspects:-
Products- on the basis of product categories Home shop 18 primarily offers
products that are used in day to day life like gadgets, home appliances and other
consumer durables whereas star CJ alive offers valuable items and lifestyle
products like apparels and dinner sets etc.
Cost- In terms of cost both the channels offers goods at affordable prices with
heavy discounts. Both the channels offer products with free shipping charges,
inclusive of all the taxes making it way cheaper than the market prices.
Presentation - The presentation of both the channels was persuasive enough to
lure the audience. Both the channels featured the products with detailed description
and from different shots and angles, giving audiences proper look and feel of the
product. But star CJ alive’s presentation was highly attractive and persuasive in
nature as compared to the Homeshop 18. The channels describe each product with
its USP, features and utility very broadly as compared to Homeshop 18.
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DATA COLLECTION
Data collection is a term used to describe a process of preparing and
collecting data. The purpose of data collection is to obtain information to keep on
record, to make decisions about important issues, to pass information on to others..
Classification of data
1. Primary data
2. Secondary data
Primary data-The primary data are those which are collected a fresh for the first
time and thus happens to be original in character. The methods of collecting
primary data particularly in survey and descriptive research. are
? Observation method
? Interview method
? through questionnaire
? through Schedule
? Depth interviews
The primary data for my research was collected through survey method of
research. In this method I prepared a questionnaire and the questions were given
to sixty (60) respondents.
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Secondary data-The secondary data on the other hand are those which have
already been collected by someone and which have been passed through statistical
process. It involves less cost, time and effort.
The secondary data for my research was collected through:
? Case Studies
? Content analysis
? Literature Review
? Internet
TYPE OF QUESTIONS USED IN THE RESEARCH
Questions used in this research are closed-ended. These questions limit the option
given to the respondent and thus the information collected becomes easy for
tabulation and interpretation.
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DATA ANALYSIS
Q.1 Do you know what teleshopping is?
Yes No
Number of
respondents
Yes No
60 60 0
Analysis- after analyzing the data, everyone know what teleshopping is.
yes
100%
no
0%
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Q.2 Do you watch teleshopping programmes?
Yes No
Analysis: after analyzing the data, 70% people watch teleshopping programmes
while 30% of them do not watch teleshopping programmes.
yes
70%
No
30%
Number of respondents Yes No
60 42 18
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Q.3 How frequently do you watch teleshopping programmes?
Every day Once in two weeks
Once in three weeks any other
Analysis: after analyzing the data, 14% people watch teleshopping channels
everyday, 42% watch it once in two weeks and 26% watch it once in three week
and18% watch any other.
Everyday
14%
once in two
weeks
42%
once in three
weeks
26%
Any other
18%
Number of
respondents
Every
day
Once in two
weeks
Once in
three weeks
Any other
60 7 21 13 19
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Q.4 why do you watch the teleshopping programmes?
Awareness leisure fun shop any other
Number of respondents Awareness leisure fun shop any other
60 11 7 10 27 5
Analysis- after analyzing the data, 45% said they watch teleshopping programmes
to shop, 18% said for awareness, 17 % for fun, 12% for leisure, and 8% for any
other reason.
awareness
18%
leisure
12%
fun
17%
shop
45%
any other
8%
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Q.5 Do you buy products popularized through teleshopping programme?
Mostly Sometimes Never
Number of respondents Mostly Sometimes
Never
60 18 32 10
Analysis: after analyzing the data, 53% said that sometimes buy the products
popularized through teleshopping, 305 said they mostly buy and 17% said they
never buy.
Mostly
30%
Sometimes
53%
Never
17%
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Q.6 From which channel do you mostly buy products?
Homeshop 18 Asian sky shop Star CJ Alive Telebrands
Other
Homeshop
18
Asian sky shop Star CJ
Alive
Telebrands other
60 17 11 20 7 5
Analysis: after analyzing the data, 34% said that they mostly buy products from
star CJ alive channel, 28% said Homeshop 18, 18% Asian sky shop , 12% said
telebrands and 8% said other.
28%
18% 34%
12%
8%
Homeshop 18 Asian sky shop
Star CJ Alive Telebrands
other
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Q.7 which products have you bought through teleshopping channels?
Fashion and Accessories Home and Kitchen
Health and Beauty Household Appliances
Mobiles and Cameras
Number of
respondents
Fashion and
Accessories
Home and
Kitchen
Health and
Beauty
Household
Appliances
Mobiles
and
Cameras
60 8 23 10 12 7
Analysis: after analyzing the data, 38% people said they buy home and kitchen
products from teleshopping channels, 20% said household appliances, 17% said
health and beauty and 13% said fashion and accessories and 12% said mobiles and
cameras.
Fashion and
accessories
13%
Home and kitchen
38%
Health and
Beauty
17%
Household
appliances
20%
Mobiles and
Cameras
12%
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Q.8 which factor motivates you to do teleshopping?
Price Time
Quality Performance
Number of
respondents
Price Time Quality Performance
38 29 17 6 8
Analysis: after analyzing the data, 49% people said that the factor which motivates
the people is the price, 28% said time, 13% said performance and only 10% said
quality.
Price
49%
Time
28%
Quality
10%
Performance
13%
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Q.9 what do you think about the delivery services of the products sent
through the teleshopping programmes?
Excellent Good
Average Poor
Number of respondents Excellent Good Average Poor
60 2 20 30 8
Analysis: after analyzing the data, 50% people said the delivery services of
products sent through teleshopping is average, 34% said good, 13% said poor and
only 3% said excellent.
3%
34%
50%
13%
Excellent Good Average Poor
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Q.10 Do you think the products give value for money?
Always Sometimes
Rarely Never
Number of respondents Always Sometimes
Rarely Never
39 5 31 16 8
Analysis: after analyzing the data, 52% of them said that the products give value
for money sometimes, 27% said rarely, 13% said never and 8% said thgey always
give value for money.
Always
8%
Sometimes
52%
Rarely
27%
Never
13%
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Q.11 Are you satisfied with the performance of the teleshopping products?
Satisfied Not satisfied
No of respondents Satisfied Not satisfied
60 38 22
Analysis: after analyzing the data, 63% people said that they are satisfied with the
performance of the teleshopping products and 37 % said they are not satisfied.
63%
37%
Satisfied Not satisfied
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Q.12 If you have done teleshopping, do you think the products shown on the
television are same as being delivered?
Yes No Not sure
No of respondents yes No Not sure
38 25 18 17
Analysis: after analyzing the data, 50% people said that the products shown on
teleshopping programme are the same, 26% said they are not the same, whereas
24% said that they are not sure.
Yes
50%
No
26%
Not sure
24%
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Q.13 Are these products are better and cheaper as compare to the similar
products available in the market?
Yes No
No of respondents Yes No
60 41 19
Analysis: after analyzing the data, 63% said they these products are better and
cheaper as compare to the similar products available in the market whereas 37%
said that they are not.
Yes
63%
No
37%
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Q.14 what is the reason behind the increasing trend of teleshopping?
Nuclear families busy schedule
Physical inabilities convenient shopping
No of respondents Nuclear families busy schedule Physical
inabilities
convenient
shopping
60 9 27 10 14
Analysis: after analyzing the data, 45% the reason behind the increasing trend of
teleshopping is the busy schedule, 23% said that it is convenient shopping, 17%
said it is physical inabilities and 15% said that it is nuclear families.
15%
45%
17%
23%
Nuclear families
busy schedule
Physical inabilities
convenient shopping
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Q.15 Rate the following aspects on the scale of 1-5?
1) Stands for poor 2) stands for aver 3) stands for good 4) stand for very
good
5) Stand for excellent
Promos Products Cost Presentation
No of respondents Promos Products Cost presentation
60 7 19 24 10
Analysis: after analyzing the data, 40% gives the rating to the cost, 32% gives to
the products, 17% gives to the presentation and 11% gives to the promos.
11%
32%
40%
17%
Promos Products Cost presentation
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Q.16 would you like to buy the products through teleshopping channels in
future?
Yes No
No of respondents Yes No
49 37 23
Analysis: after analyzing the data, 62% said they like to buy the products through
teleshopping channels in future and whereas 37% said no.
Yes
62%
No
38%
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HYPOTHESIS TESTING
Objectives of this research:-
? To study the perception of consumers towards teleshopping in India.
? To know what type of products people mostly buy through teleshopping.
? To find out the reason which factor motivates the consumers to buy the
products from teleshopping channels
? To know whether the consumers are satisfied with the teleshopping brands
in India.
Hypothesis of this research:-
? According to the researcher, Consumers have negative perception towards
teleshopping.
? According to the researcher, the type of products people mostly buy through
teleshopping channels is home and kitchen
? According to the researcher, the factor which motivates the consumers to
buy the products from teleshopping channels is price
? According to the researcher, Consumers are not satisfied with the
teleshopping brands in India.
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1
st
Objective:-
To study the perception of consumers towards teleshopping in India.
Hypothesis of 1
st
objective:-
According to the researcher, Consumers have negative perception towards
teleshopping
According to the researcher, after analyzing the data, the 1
st
objective and its
hypothesis are not matched as 62% people wants to buy the products in future and
only 38% people do not want to buy the products so we can say that the perception
is changing from negative to positive.
62%
38%
to know whether the consumers want to buy the
products in future
Yes No
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2
nd
Objective:-
To know what type of products people mostly buy through teleshopping.
Hypothesis of 2
nd
objective:-
According to the researcher, the type of products people mostly buy through
teleshopping channels is home and kitchen
According to the researcher, after analyzing the data, the 2
nd
objective and its
hypothesis are perfectly matched. So, it is proved that the type of products people
mostly buy through teleshopping channels is home and kitchen.
13%
38%
17%
20%
12%
To know what type of products people mostly buy
through teleshopping.
Fashion and accessories Home and kitchen Health and Beauty
Household appliances Mobiles and Cameras
48 | P a g e
3rd Objective:-
To find out the reason which factor motivates the consumer to buy the products
from teleshopping channels
Hypothesis of 3
rd
objective:-
According to the researcher, the factor which motivates the consumer to buy the
products from teleshopping channels is price
According to the researcher, after analyzing the data, the factor which motivates
the consumer to buy the products is the price so the 3
rd
objective and its hypothesis
are perfectly matched.
49%
28%
10%
13%
to find out which factor which motivates the consumer
to buy the products
Price Time Quality Performance
49 | P a g e
4
th
Objective:-
To know whether the consumers are satisfied with the teleshopping products in
India.
Hypothesis of 4
th
objective:-
According to the researcher, Consumers are not satisfied with the teleshopping
brands in India.
According to the researcher, 63% people said that they are satisfied and only37%
said that they are not satisfied with the teleshopping products in India so the 4
th
objective and its hypothesis are not matched.
63%
37%
to know whether the consumers are satisfied
with th teleshopping products
Satisfied Not satisfied
50 | P a g e
\
Chapter 3
51 | P a g e
SUMMARY OF FINDINGS
? The reason behind the increasing trend of teleshopping is the busy schedule.
? Teleshopping is not preferred by majority of the customers. There are very
few customers who regularly do teleshopping.
? After analyzing the data, 45% people said they watch teleshopping
programmes for shopping
? 34% people said that they mostly buy products from star CJ alive channel.
? 38% people said they buy home and kitchen products from teleshopping
channels
? 49% people said that the factor which motivates the people to buy the
products from teleshopping programmes is the price.
? 50% people said the delivery services of products sent through teleshopping
programmes is average.
? 52% of them said that the products give value for money sometimes.
? 50% people said that the products shown on teleshopping programme are the
same as being delivered.
? 63% said they these products are better and cheaper as compare to the
similar products available in the market .
? 62% said they like to buy the products through teleshopping channels in
future and whereas 37% said no.
52 | P a g e
CONCLUSION
After analyzing and interpreting it is concluded that:
? The perception and attitude of consumers towards teleshopping in India is
changing from negative to positive.
? The type of products people mostly buy through teleshopping channels is
home and kitchen
? The reasons behind the increasing trend of teleshopping channels in India
are
? One of the most important reasons is the busy schedule and
convenient shopping.
? Products are better and cheaper as compared to the products available
in the market as, 63% people said that these products are better and
cheaper as compare to the similar products available in the market.
53 | P a g e
? The modern lifestyle and standard of living.
? The factor which motivates the people to buy the products from teleshopping
channels is the price.
? Most of the people believe that the delivery service of products sent through
teleshopping is average.
? people are satisfied with the performance of the teleshopping products
? The people who buy the products are mostly literate.
? People wants to buy the products through teleshopping channels in future.
So it is concluded that where in India touch and feel factor is of great importance.
This perception is changing now; the customers’ wants to buy the products
through teleshopping. It is also analyzed that the people who mostly do
teleshopping is of the age group of 30-45. most of the customers believe that they
receive the same product as they show on television. And most of the customers
also believe that the products give value for their money.
54 | P a g e
REFERANCES
http://www.slideshare.net/rimpaljeet/case-study-on-teleshoppinghttp://www.scribd.com/doc/48287308/Teleshopping-in-Indiahttp://www.scribd.com/doc/28067461/Final-Reporthttp://www.scribd.com/doc/33772714/Indian-Telemarketing-Scenariohttp://www.articlecompilation.com/Article/Teleshopping-Made-Easy-through-
Satellite-TV/618624http://www.esic.es/documentos/revistas/esicmk/070118_140251_I.pdf
websites
www.wikipedia.com
www.google.comhttp://www.starcj.comhttp://www.homeshop18.com
BOOKS
RESEARCH METHODOLOGY, C.R Kothari,
55 | P a g e
ANNEXURE
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EFFECT OF TELESHOPPING ON VIEWERS
Name- Age-
Sex- Educational Qualification-
Email-
Q.1 Do you know what teleshopping is?
Yes No
Q.2 Do you watch teleshopping programmes?
Yes No Rarely
Q.3 How frequently do you watch teleshopping programmes?
Every day once in two weeks
Once in three weeks any other
Q.4 why do you watch the teleshopping programmes?
Awareness leisure fun shop any other
Q.5 Do you buy products popularized through teleshopping programme?
Mostly Sometimes Never
Q.6 From which channel do you mostly buy products?
Homeshop 18 Asian sky shop Star CJ Alive Telebrands
other
Q.7 Which products have you bought through teleshopping channels?
Fashion and Accessories Home and Kitchen
Health and Beauty Household Appliances
Mobiles and Cameras
Q.8 What factors motivates you to do Teleshopping?
Time price
Quality Performance
57 | P a g e
Q.9 What do you think about the delivery services of the products sent through the teleshopping
programmes?
Excellent Good
Average Poor
Q.10 Do you think the products give value for money?
Always Sometimes
Rarely Never
Q.11Are you satisfied with the performance of the teleshopping products?
Satisfied Not satisfied
Q.12 If you have done teleshopping, do you think the products shown on the television are same as
being delivered?
Yes No not sure
Q.13 Are these products are better and cheaper as compare to the similar products available in the
market?
Yes No
Q.14 What is the reason behind the increasing trend of teleshopping?
Nuclear families busy schedule
Physical inabilities convenient shopping
Q.15.Rate the following aspects on the scale of 1-5?
1 Stands for poor 2 stands for aver 3 stands for good 4 stand for very good
5 Stand for excellent
Promos Products Cost Presentation
Q.16 Would you like to buy the products through teleshopping channels in future?
Yes No
Thank you so much for filling up this questionnaire
doc_284119584.docx
EFFECT OF TELESHOPPING ON VIEWERS
(case study on Star CJ alive and Homeshop 18)
Submitted as a part of 2
nd
Semester Project, Paper Code- MMM 154,
MMC-2012-14
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY
SECTOR-16 C, DWARKA, NEW DELHI-110075
SUBMITTED BY: SUBMITTED TO:
Sonia Arora Dr. Sachin Bharti
(02220304012) Assistant Professor, USMC
MMC, 2
nd
Semester
2 | P a g e
CERTIFICATE I
This is to certify that Sonia Arora, a student of Masters in Mass Communication,
Guru Gobind Singh Indraprastha University, enrolled for the batch 2012-2014,
with enrollment no. 02220304012, has successfully completed his Final Project
on the topic of „effect of teleshopping on viewers? under my guidance and
support. The work included in this project is original and has not been submitted in
part or full to any other Institute/University for any degree or diploma.
Dr. Sachin Bharti
(Assistant Professor)
University School of Mass Communication
Guru Gobind Singh Indraprastha University
3 | P a g e
CERTIFICATE II
This is to certify that Research Methodology File submitted for the degree of
Masters of Mass Communication (MMC) of GGSIP University, Dwarka, Delhi-
110075 is the bonafide report of training actually undertaken by Sonia
(02220304012720) has been approved by the board of examiners comprising
internal and external examiners appointed by vice chancellor of the university.
(Internal Examiner) (External Examiner)
4 | P a g e
ACKNOWLEDGEMENT
I hereby like to express profound gratitude to Dr. Sachin Bharti, my supervisor and
mentor for this project. Without whom this project would not have been
accomplished. I would also like to thank him for their kind support and presence.
He remained consistent source of inspiration and guidance to me for the
development of this project. I also offer my regards to all those who supported me
in any respect during the completion of the subject.
Sonia Arora
(02220304012)
5 | P a g e
TABLE OF CONTENTS
S.NO TOPIC Page no.
1
Chapter 1
? Introduction
? Objectives
? Significance of Research
? Review of literature
? Hypothesis
7-11
12
13
14-16
17
2
Chapter 2
? Research methodology
? Data collection
? Data analysis
? Hypothesis Testing
19-26
27-28
29-44
45-49
3
Chapter 3
? Summary of findings
? Conclusion
? References
? Annexure
51
52-53
54
55-57
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Chapter 1
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INTRODUCTION
Teleshopping was the term coined by Michael Aldrich in 1979 in England.
Teleshopping defines as a direct marketing technique in which the seller directly
offers the sale of their products on television and prompts the viewers to place the
orders.
Teleshopping does not involve personal visits. The seller prepares a short film
which is shown on television screen. It provides the full demonstration and features
of the products along with a list of contact phone numbers in every city. People
who get influenced contact the seller and place the order.
The basic concept of teleshopping is that it offers what is not available in the
market. In teleshopping the products claims to provide astounding results, such as
reduce weight without exercising or dieting.
The teleshopping was first originated in the US. But it was not very successful in
the early years. It gained its popularity in the mid of 1990’s.
8 | P a g e
TELESHOPPING NETWORKS IN VARIOUS COUNTRIES
Country major teleshopping networks in various countries
US Home shopping network, QVC Telebrands, TSN
Japan Shop channel
Europe TV-SHOP
Australia TVSN
China China shopping network
Brazil Shop time
INDIA Telebrands (India), Asian sky shop, star CJ alive, Homeshop
18
ADVANTAGES OF TELESHOPPING
? The foremost advantage of teleshopping is that it offers convenient shopping
to the customers. The customer can purchase the product without visiting the
retailer which saves valuable time, effort and money
? Teleshopping helps people who have visual and oral defects
? It helps the people who have less time from their busy schedule to go out
and shop the desired products
? Provides home delivery of products
? Helps in improving standard of living
? Offers the products at a price lower than the market price
9 | P a g e
TELESHOPPING IN INDIA
? Telebrands India pioneered the concept of teleshopping in India in mid
1990’s.
? In mid 1995 , TSN and Asian sky shop also entered in the market
? Other major players were TVC, TSNM and Star Warnaco
INITIAL LIMITATIONS OF TELESHOPPING IN INDIA
? Lack of availability of TV sets
? Lack of Telephone availability to make calls
? Lack of visual stimulation
? Lack of consumer interest in the service
? Lack of education and awareness among the people
? Low standard of living
? Low rate of women employment
? High prices of products was a major hindrance
? Difference in culture and language was also a major problem
REASONS FOR POPULARITY OF TELESHOPPING IN INDIA
? The teleshopping gained its popularity due to the emergence of nuclear
families
? Busy schedules
? Attractive offers
? Availability of products at low prices than the market rates
10 | P a g e
STRATEGIES FOLLOWED BY TELESHOPPING CHANNELS
? Reduction in prices
? Money return offers
? Free accessories
? Featuring celebrities in the programs
PLAYERS IN INDIAN TELESHOPPING
? Asian Sky Shop
? Telebrands
? Star-CJ
? AAA Teleshopping
? Homeshop 18
? TVC
PRODUCT CATEGORIES
? Mobiles and Cameras
? Electronics
? Home Appliances
? Health & Fitness
? Home Decoration
? Kitchen & Dining
? Jewellery & Watches
11 | P a g e
STRENGHTHS AND WEAKNESS OF TELESHOPPING IN INDIA
STRENGTHS
? Convenient shopping
? Focus on innovative and value for money products
? Credit cards are also accepted
? Helps people who have visual and oral defects
? Helps people who have less time from their busy schedule
? Home delivery of products
? Offers the products at a price lower than the market price
WEAKNESSES
? Higher prices
? The difference in culture and language
? Focus mainly on metros and B class cities
? Focus mainly on educated and premium end customers
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OBJECTIVES
Objectives are the goals that the researcher wants to achieve. Objectives are those
goals for which the researcher plans the whole research and designs the methods to
achieve his desired goals.
The objectives of this research:
? To study the perception of consumers towards teleshopping in India
? To know what type of products people mostly buy through teleshopping
? To find out the reason what motivates the consumers to buy the products
from teleshopping channels
? To know whether the consumers are satisfied with the teleshopping products
in India
13 | P a g e
SIGNIFICANCE OF RESEARCH
Although many researchers have been done on teleshopping, but my research is to
update the previous data collected on this subject. Hence my research is important
as it highlights the effect of teleshopping on viewers.
The research aims at understanding the consumer attitude towards teleshopping in
India. It will give an insight of consumers’ perception and preferences while
buying the products through teleshopping.
It will help in analyzing the reasons and factors that persuade the consumers to buy
products from teleshopping channels. It identifies the range or categories of
products that consumers buy from teleshopping. The research also highlights the
reasons of increasing trend of teleshopping in India.
14 | P a g e
REVIEW OF LITERATURE
The literature review plays a very important role in research process. It is a source
from where research ideas are drawn and developed into concepts and finally
theories. It also provides the researcher a bird’s eye view about the research done
in that area so far. Depending on what is observed in the literature review
researcher will understand where his/her research stands.
“Teleshopping in India: Consumer perception and attitude”
? Teleshopping is not very popular among Indian television viewers
? It is not preferred by majority of the people
? Health and Beauty products are the most preferential products customers
like to purchase through teleshopping
? Customers believes that they do not receive the same products as they are
shown on television
? Majority of the customers does not want to indulge themselves into
teleshopping in future
15 | P a g e
Development of a sector with a bright future: teleshopping
? Sale is an interesting option for companies who want to expand their
markets and through television. Teleshopping is undergoing significant
development and is quite popular among consumers.
? The increase in the broadcasting of advertisements and/or sales programmes
and the number of channels and companies which offer them, the
appearance of exclusive, 24 hour a day shopping channels and the sale of
products through certain programmes are, among others, aspects which show
how important this shopping system is becoming.
? In less than 10 years it is expected that the television will exceed the PC and
most shopping transactions will take place through it
? By late 2000, interactive television was already present in almost 15 million
households worldwide and for 2006, this figure is expected to reach over
240 million households.
Teleshopping business in India
Teleshopping is also known as direct response television shopping. Where the
retailer directly offers their products for sale on television and prompts the
customers to buy it. The payment for the product can made in cash or through
credit card. The concept of teleshopping was first introduced in the US in mid
1980’s.
16 | P a g e
Strategies followed by teleshopping networks in India
Product:
? new and innovative products
? Indian and imported products offered
? Customized products also offered
Promotion:
? Teleshopping channels aired the informercials in 1-2 minute time capsules
between schedule programs in various channels.
? They also target the customers by airing the infomercials in various regional
languages.
? Features popular personalities for the demonstration of the products.
Price
? Indian teleshopping networks extended their product range as low as Rs 200
so that they can also reach the mid class population
? Most of the products are in the range of Rs 1000-5000
? Early bird prices, free accessories, lowering of prices, double product pack
at the same price are also offered by the teleshopping channels
Placement
? The networks extending their reach to semi metros and major towns across
India
? The network also tied up with major retail outlets in various cities.
17 | P a g e
HYPOTHESES
Hypotheses are the tentative generalization which validly yet it to be tested.
Hypothesis should be clear and precise.
Hypothesis of this research:-
? Consumers have negative perception towards teleshopping
? The type of products people mostly buy through teleshopping channels is
home and kitchen
? The factor which motivates the consumers to buy the products from
teleshopping channels is price
? Consumers are not satisfied with the teleshopping brands in India
18 | P a g e
Chapter 2
19 | P a g e
REASEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem. It is
necessary for the researcher to know not only the research methods but also the
methodology.
Sample Design
Generally sample designs are two types-
? Probability Sample Design
? Non Probability Sample Design
The sample design used in this research is probability research design.
Size of Sample- In this research sample size is 60
Research Design - Descriptive research
Universe/population/coverage area-The whole group from which the sample has
been drawn is known as universe .The universe used in this research is Dwarka
mor
variable- age group 20-50
Type of sampling-.Simple random sampling is used in this research. It is also
known as chance sampling where each and every item in the population has an
equal chance of inclusion in the sample.
The method adopted for research is survey method: case study and content
analysis. The tool used for this is “The Questionnaire”.
20 | P a g e
Questionnaire
A questionnaire is a research instrument consisting of a series of questions asked
from the respondents for the purpose of gathering information. This questionnaire
is mailed or given to the respondents with the request to return after completing the
same. This method of data collection is quite popular in case of big inquiries.
Types of questions
? Open ended questions
? Structured questions
? Multiple choice questions
? Ranking item questions
? Ambiguous questions
Merits
? Inexpensive method
? Large coverage
? Rapidity
Demerits
? Incomplete entries
? Poor response
? Unreliability
? Slow method.
21 | P a g e
Case Study Method
Case studies are analyses of persons, events, decisions, periods, policies,
institutions, or other systems that are studied holistically by one or more methods.
Rather than using samples and following a rigid protocol to examine limited
number of variables, case study methods involve an in-depth, longitudinal (over a
long period of time) examination of a single instance or event: a case. They
provide a systematic way of looking at events, collecting data,
analyzing information, and reporting the results. As a result the researcher may
gain a sharpened understanding of why the instance happened as it did, and what
might become important to look at more extensively in future research. Case
studies lend themselves to both generating and testing hypotheses.
CASE STUDY OF STAR CJ ALIVE AND HOMES SHOP 18
Star CJ
Star CJ Alive is a 24/7 Indian teleshopping n shopping channel started by Star
India and CJ Group of South Korea in 2009 . Essentially, Star CJ Alive falls in the
bracket of Non-store retailing and depends mainly on Infomericals. In 2012 Kenny
Shin was appointed as CEO for star CJ alive, India. Categories of Products offered
by star CJ alive are Electronics, jewellery and beauty, fashion, kitchen and digital
device, home appliances etc.
22 | P a g e
CASE STUDY 1
The program aired on 10 may 2013 at star CJ alive 8 at 10:00 pm was on dinner
set. They were offering Ramson 90 Pcs Premium Dinner Set at just Rs 6, 250 with
free delivery charges.
The product was also available at cash on delivery. They were giving 8 Full
Plates, 1 Rice Tray, 8 Side Plates, 16 Katories, 8 Tumblers, 8 Tumbler Lids, 8
Spoons, 3. Serving Bowls, 3.Serving Bowl Lid, 3 Serving Spoons, 8 Halwa Plates,
8 Tea Spoons, 8 Fruit Forks.
The presentation was very persuasive in nature. The channel was offering such a
premium product at an affordable price as compared to the market price.
CASE STUDY 2
The program aired on 12 may 2013 at star CJ alive 8 at 8:00 pm was on jewellery.
They were offering 8 sets of necklace of Sia Mahamaya Collection at Rs 3, 250
only with free shipping. They were giving 1 Grand Choker Necklace set + 1
Peacock Necklace set + 1 Diamond Necklace set + 1 Pink Diamond Necklace set +
2 Maangtikka + 1 Oval Pendant set + 1 Teardrop Pendant set + 1 Free Chandelier
Earrings + 1 Free Semi Necklace set + 1 Free Hairclip + 1 Free Kada + 1 Free Pair
of Payal + 1 Free Pearl Mala with Earrings .
They were also claiming to return the product within 48 hrs (2 days) of delivery,
only in case of Damage, Wrong or Defective product. The channel was offering
such valuable product not only at affordable price but was also giving warranty.
The product was beautifully displayed detailing each feature with brief outlying
making it highly appealing to the customers.
23 | P a g e
HOMESHOP18
HomeShop18 was launched on 9 April 2008 as India's first 24-hour Home
Shopping TV channel. The channels offers products for sale at unbelievable
discounts with a free home delivery offer. Apart from credit card they also have a
cash on Delivery scheme where you pay the cash after the product has been
delivered .
The categories of products of homeshop 18 are
? Fashion and accessories
? Health and beauty
? Books
? Clothing
? Footwear
? Watches
? Jewellery
? Camera and camecorders
? Home and kitchen
? Household appliances
? Kids & toys
? Electronics
24 | P a g e
CASE STUDY 1
The program aired on 14 may 2013 at Homeshop 18 from11:00-12:00 pm slot was
primarily focused on mobile phones. The Channel was offering Micromax Qwerty
Combo of Dual Sim Phone - Q23 - White & Black at just Rs. 2999 which is way
cheaper than what market offers.
The product was mentioned with detailed description along with attractive display.
The product featured dual slim, advanced apps, wireless with integrated VGA
camera captures stills. The product was equipped with video Recording. Flash
light, mp4, video player, sound recording, mp3 player, FM radio, FM recording,
GPRS, Bluetooth, data cable connectivity, internet browser, memory card support
capacity up to 8GB and one year warranty of handset.
The presentation, persuasion and product description was broadly outlined. The
channel was offering the product without any shipping and delivery charges with
heavy discounts. If the consumers are getting products at cheap rates than the
market then it is obvious that they would prefer to buy the products from such
Teleshopping sites.
25 | P a g e
CASE STUDY 2
Case 2 -The program aired on 13may 2013 at Homeshop 18 from 6: 00-7:00 pm
slot was on utility products - Bedsheets.
The channel was offering a set of 5 beautiful splash Bedsheets with different colors
and design at just Rs 3499 with FREE Shipping. It was a double bedsheets of 224*
254 cm with 10 pillow covers of 46* 69 cm. The bed sheets were of 100% pure
cotton.
The presentation was highly persuasive in nature with attractive display. They
were also offering 6 months warranty against any manufacturing defect. Getting 5
bedsheets with 10 pillow covers makes an attractive deal to lure the customers. In
that case, persuading the customers to buy product from Teleshopping site makes a
wise and clever buy.
In both the cases, we saw that both the teleshopping sites offer wide range of
consumer durable products at affordable prices and highly attractive deals. These
sites offer products inclusive of all the taxes, free shipping charges and warranty.
In this regard, consumers prefer to buy products from these teleshopping sites as it
not only save their time goes in going to the market and buying them but also offer
best deals as compared to the market prices and same quality. Also, for working
professionals, old people and disabled these teleshopping sites are boon.
26 | P a g e
CONTENT ANALYSIS OF STAR CJ ALIVE AND HOME SHOP 18
If we compare or analyzed the content of both the channel then we could we could
see differences on following aspects:-
Products- on the basis of product categories Home shop 18 primarily offers
products that are used in day to day life like gadgets, home appliances and other
consumer durables whereas star CJ alive offers valuable items and lifestyle
products like apparels and dinner sets etc.
Cost- In terms of cost both the channels offers goods at affordable prices with
heavy discounts. Both the channels offer products with free shipping charges,
inclusive of all the taxes making it way cheaper than the market prices.
Presentation - The presentation of both the channels was persuasive enough to
lure the audience. Both the channels featured the products with detailed description
and from different shots and angles, giving audiences proper look and feel of the
product. But star CJ alive’s presentation was highly attractive and persuasive in
nature as compared to the Homeshop 18. The channels describe each product with
its USP, features and utility very broadly as compared to Homeshop 18.
27 | P a g e
DATA COLLECTION
Data collection is a term used to describe a process of preparing and
collecting data. The purpose of data collection is to obtain information to keep on
record, to make decisions about important issues, to pass information on to others..
Classification of data
1. Primary data
2. Secondary data
Primary data-The primary data are those which are collected a fresh for the first
time and thus happens to be original in character. The methods of collecting
primary data particularly in survey and descriptive research. are
? Observation method
? Interview method
? through questionnaire
? through Schedule
? Depth interviews
The primary data for my research was collected through survey method of
research. In this method I prepared a questionnaire and the questions were given
to sixty (60) respondents.
28 | P a g e
Secondary data-The secondary data on the other hand are those which have
already been collected by someone and which have been passed through statistical
process. It involves less cost, time and effort.
The secondary data for my research was collected through:
? Case Studies
? Content analysis
? Literature Review
? Internet
TYPE OF QUESTIONS USED IN THE RESEARCH
Questions used in this research are closed-ended. These questions limit the option
given to the respondent and thus the information collected becomes easy for
tabulation and interpretation.
29 | P a g e
DATA ANALYSIS
Q.1 Do you know what teleshopping is?
Yes No
Number of
respondents
Yes No
60 60 0
Analysis- after analyzing the data, everyone know what teleshopping is.
yes
100%
no
0%
30 | P a g e
Q.2 Do you watch teleshopping programmes?
Yes No
Analysis: after analyzing the data, 70% people watch teleshopping programmes
while 30% of them do not watch teleshopping programmes.
yes
70%
No
30%
Number of respondents Yes No
60 42 18
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Q.3 How frequently do you watch teleshopping programmes?
Every day Once in two weeks
Once in three weeks any other
Analysis: after analyzing the data, 14% people watch teleshopping channels
everyday, 42% watch it once in two weeks and 26% watch it once in three week
and18% watch any other.
Everyday
14%
once in two
weeks
42%
once in three
weeks
26%
Any other
18%
Number of
respondents
Every
day
Once in two
weeks
Once in
three weeks
Any other
60 7 21 13 19
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Q.4 why do you watch the teleshopping programmes?
Awareness leisure fun shop any other
Number of respondents Awareness leisure fun shop any other
60 11 7 10 27 5
Analysis- after analyzing the data, 45% said they watch teleshopping programmes
to shop, 18% said for awareness, 17 % for fun, 12% for leisure, and 8% for any
other reason.
awareness
18%
leisure
12%
fun
17%
shop
45%
any other
8%
33 | P a g e
Q.5 Do you buy products popularized through teleshopping programme?
Mostly Sometimes Never
Number of respondents Mostly Sometimes
Never
60 18 32 10
Analysis: after analyzing the data, 53% said that sometimes buy the products
popularized through teleshopping, 305 said they mostly buy and 17% said they
never buy.
Mostly
30%
Sometimes
53%
Never
17%
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Q.6 From which channel do you mostly buy products?
Homeshop 18 Asian sky shop Star CJ Alive Telebrands
Other
Homeshop
18
Asian sky shop Star CJ
Alive
Telebrands other
60 17 11 20 7 5
Analysis: after analyzing the data, 34% said that they mostly buy products from
star CJ alive channel, 28% said Homeshop 18, 18% Asian sky shop , 12% said
telebrands and 8% said other.
28%
18% 34%
12%
8%
Homeshop 18 Asian sky shop
Star CJ Alive Telebrands
other
35 | P a g e
Q.7 which products have you bought through teleshopping channels?
Fashion and Accessories Home and Kitchen
Health and Beauty Household Appliances
Mobiles and Cameras
Number of
respondents
Fashion and
Accessories
Home and
Kitchen
Health and
Beauty
Household
Appliances
Mobiles
and
Cameras
60 8 23 10 12 7
Analysis: after analyzing the data, 38% people said they buy home and kitchen
products from teleshopping channels, 20% said household appliances, 17% said
health and beauty and 13% said fashion and accessories and 12% said mobiles and
cameras.
Fashion and
accessories
13%
Home and kitchen
38%
Health and
Beauty
17%
Household
appliances
20%
Mobiles and
Cameras
12%
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Q.8 which factor motivates you to do teleshopping?
Price Time
Quality Performance
Number of
respondents
Price Time Quality Performance
38 29 17 6 8
Analysis: after analyzing the data, 49% people said that the factor which motivates
the people is the price, 28% said time, 13% said performance and only 10% said
quality.
Price
49%
Time
28%
Quality
10%
Performance
13%
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Q.9 what do you think about the delivery services of the products sent
through the teleshopping programmes?
Excellent Good
Average Poor
Number of respondents Excellent Good Average Poor
60 2 20 30 8
Analysis: after analyzing the data, 50% people said the delivery services of
products sent through teleshopping is average, 34% said good, 13% said poor and
only 3% said excellent.
3%
34%
50%
13%
Excellent Good Average Poor
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Q.10 Do you think the products give value for money?
Always Sometimes
Rarely Never
Number of respondents Always Sometimes
Rarely Never
39 5 31 16 8
Analysis: after analyzing the data, 52% of them said that the products give value
for money sometimes, 27% said rarely, 13% said never and 8% said thgey always
give value for money.
Always
8%
Sometimes
52%
Rarely
27%
Never
13%
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Q.11 Are you satisfied with the performance of the teleshopping products?
Satisfied Not satisfied
No of respondents Satisfied Not satisfied
60 38 22
Analysis: after analyzing the data, 63% people said that they are satisfied with the
performance of the teleshopping products and 37 % said they are not satisfied.
63%
37%
Satisfied Not satisfied
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Q.12 If you have done teleshopping, do you think the products shown on the
television are same as being delivered?
Yes No Not sure
No of respondents yes No Not sure
38 25 18 17
Analysis: after analyzing the data, 50% people said that the products shown on
teleshopping programme are the same, 26% said they are not the same, whereas
24% said that they are not sure.
Yes
50%
No
26%
Not sure
24%
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Q.13 Are these products are better and cheaper as compare to the similar
products available in the market?
Yes No
No of respondents Yes No
60 41 19
Analysis: after analyzing the data, 63% said they these products are better and
cheaper as compare to the similar products available in the market whereas 37%
said that they are not.
Yes
63%
No
37%
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Q.14 what is the reason behind the increasing trend of teleshopping?
Nuclear families busy schedule
Physical inabilities convenient shopping
No of respondents Nuclear families busy schedule Physical
inabilities
convenient
shopping
60 9 27 10 14
Analysis: after analyzing the data, 45% the reason behind the increasing trend of
teleshopping is the busy schedule, 23% said that it is convenient shopping, 17%
said it is physical inabilities and 15% said that it is nuclear families.
15%
45%
17%
23%
Nuclear families
busy schedule
Physical inabilities
convenient shopping
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Q.15 Rate the following aspects on the scale of 1-5?
1) Stands for poor 2) stands for aver 3) stands for good 4) stand for very
good
5) Stand for excellent
Promos Products Cost Presentation
No of respondents Promos Products Cost presentation
60 7 19 24 10
Analysis: after analyzing the data, 40% gives the rating to the cost, 32% gives to
the products, 17% gives to the presentation and 11% gives to the promos.
11%
32%
40%
17%
Promos Products Cost presentation
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Q.16 would you like to buy the products through teleshopping channels in
future?
Yes No
No of respondents Yes No
49 37 23
Analysis: after analyzing the data, 62% said they like to buy the products through
teleshopping channels in future and whereas 37% said no.
Yes
62%
No
38%
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HYPOTHESIS TESTING
Objectives of this research:-
? To study the perception of consumers towards teleshopping in India.
? To know what type of products people mostly buy through teleshopping.
? To find out the reason which factor motivates the consumers to buy the
products from teleshopping channels
? To know whether the consumers are satisfied with the teleshopping brands
in India.
Hypothesis of this research:-
? According to the researcher, Consumers have negative perception towards
teleshopping.
? According to the researcher, the type of products people mostly buy through
teleshopping channels is home and kitchen
? According to the researcher, the factor which motivates the consumers to
buy the products from teleshopping channels is price
? According to the researcher, Consumers are not satisfied with the
teleshopping brands in India.
46 | P a g e
1
st
Objective:-
To study the perception of consumers towards teleshopping in India.
Hypothesis of 1
st
objective:-
According to the researcher, Consumers have negative perception towards
teleshopping
According to the researcher, after analyzing the data, the 1
st
objective and its
hypothesis are not matched as 62% people wants to buy the products in future and
only 38% people do not want to buy the products so we can say that the perception
is changing from negative to positive.
62%
38%
to know whether the consumers want to buy the
products in future
Yes No
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2
nd
Objective:-
To know what type of products people mostly buy through teleshopping.
Hypothesis of 2
nd
objective:-
According to the researcher, the type of products people mostly buy through
teleshopping channels is home and kitchen
According to the researcher, after analyzing the data, the 2
nd
objective and its
hypothesis are perfectly matched. So, it is proved that the type of products people
mostly buy through teleshopping channels is home and kitchen.
13%
38%
17%
20%
12%
To know what type of products people mostly buy
through teleshopping.
Fashion and accessories Home and kitchen Health and Beauty
Household appliances Mobiles and Cameras
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3rd Objective:-
To find out the reason which factor motivates the consumer to buy the products
from teleshopping channels
Hypothesis of 3
rd
objective:-
According to the researcher, the factor which motivates the consumer to buy the
products from teleshopping channels is price
According to the researcher, after analyzing the data, the factor which motivates
the consumer to buy the products is the price so the 3
rd
objective and its hypothesis
are perfectly matched.
49%
28%
10%
13%
to find out which factor which motivates the consumer
to buy the products
Price Time Quality Performance
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4
th
Objective:-
To know whether the consumers are satisfied with the teleshopping products in
India.
Hypothesis of 4
th
objective:-
According to the researcher, Consumers are not satisfied with the teleshopping
brands in India.
According to the researcher, 63% people said that they are satisfied and only37%
said that they are not satisfied with the teleshopping products in India so the 4
th
objective and its hypothesis are not matched.
63%
37%
to know whether the consumers are satisfied
with th teleshopping products
Satisfied Not satisfied
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\
Chapter 3
51 | P a g e
SUMMARY OF FINDINGS
? The reason behind the increasing trend of teleshopping is the busy schedule.
? Teleshopping is not preferred by majority of the customers. There are very
few customers who regularly do teleshopping.
? After analyzing the data, 45% people said they watch teleshopping
programmes for shopping
? 34% people said that they mostly buy products from star CJ alive channel.
? 38% people said they buy home and kitchen products from teleshopping
channels
? 49% people said that the factor which motivates the people to buy the
products from teleshopping programmes is the price.
? 50% people said the delivery services of products sent through teleshopping
programmes is average.
? 52% of them said that the products give value for money sometimes.
? 50% people said that the products shown on teleshopping programme are the
same as being delivered.
? 63% said they these products are better and cheaper as compare to the
similar products available in the market .
? 62% said they like to buy the products through teleshopping channels in
future and whereas 37% said no.
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CONCLUSION
After analyzing and interpreting it is concluded that:
? The perception and attitude of consumers towards teleshopping in India is
changing from negative to positive.
? The type of products people mostly buy through teleshopping channels is
home and kitchen
? The reasons behind the increasing trend of teleshopping channels in India
are
? One of the most important reasons is the busy schedule and
convenient shopping.
? Products are better and cheaper as compared to the products available
in the market as, 63% people said that these products are better and
cheaper as compare to the similar products available in the market.
53 | P a g e
? The modern lifestyle and standard of living.
? The factor which motivates the people to buy the products from teleshopping
channels is the price.
? Most of the people believe that the delivery service of products sent through
teleshopping is average.
? people are satisfied with the performance of the teleshopping products
? The people who buy the products are mostly literate.
? People wants to buy the products through teleshopping channels in future.
So it is concluded that where in India touch and feel factor is of great importance.
This perception is changing now; the customers’ wants to buy the products
through teleshopping. It is also analyzed that the people who mostly do
teleshopping is of the age group of 30-45. most of the customers believe that they
receive the same product as they show on television. And most of the customers
also believe that the products give value for their money.
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REFERANCES
http://www.slideshare.net/rimpaljeet/case-study-on-teleshoppinghttp://www.scribd.com/doc/48287308/Teleshopping-in-Indiahttp://www.scribd.com/doc/28067461/Final-Reporthttp://www.scribd.com/doc/33772714/Indian-Telemarketing-Scenariohttp://www.articlecompilation.com/Article/Teleshopping-Made-Easy-through-
Satellite-TV/618624http://www.esic.es/documentos/revistas/esicmk/070118_140251_I.pdf
websites
www.wikipedia.com
www.google.comhttp://www.starcj.comhttp://www.homeshop18.com
BOOKS
RESEARCH METHODOLOGY, C.R Kothari,
55 | P a g e
ANNEXURE
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EFFECT OF TELESHOPPING ON VIEWERS
Name- Age-
Sex- Educational Qualification-
Email-
Q.1 Do you know what teleshopping is?
Yes No
Q.2 Do you watch teleshopping programmes?
Yes No Rarely
Q.3 How frequently do you watch teleshopping programmes?
Every day once in two weeks
Once in three weeks any other
Q.4 why do you watch the teleshopping programmes?
Awareness leisure fun shop any other
Q.5 Do you buy products popularized through teleshopping programme?
Mostly Sometimes Never
Q.6 From which channel do you mostly buy products?
Homeshop 18 Asian sky shop Star CJ Alive Telebrands
other
Q.7 Which products have you bought through teleshopping channels?
Fashion and Accessories Home and Kitchen
Health and Beauty Household Appliances
Mobiles and Cameras
Q.8 What factors motivates you to do Teleshopping?
Time price
Quality Performance
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Q.9 What do you think about the delivery services of the products sent through the teleshopping
programmes?
Excellent Good
Average Poor
Q.10 Do you think the products give value for money?
Always Sometimes
Rarely Never
Q.11Are you satisfied with the performance of the teleshopping products?
Satisfied Not satisfied
Q.12 If you have done teleshopping, do you think the products shown on the television are same as
being delivered?
Yes No not sure
Q.13 Are these products are better and cheaper as compare to the similar products available in the
market?
Yes No
Q.14 What is the reason behind the increasing trend of teleshopping?
Nuclear families busy schedule
Physical inabilities convenient shopping
Q.15.Rate the following aspects on the scale of 1-5?
1 Stands for poor 2 stands for aver 3 stands for good 4 stand for very good
5 Stand for excellent
Promos Products Cost Presentation
Q.16 Would you like to buy the products through teleshopping channels in future?
Yes No
Thank you so much for filling up this questionnaire
doc_284119584.docx