Name : Jitesh Pamnani
Roll no :
Subject : Advertising & Marketing Research
Topic : “A STUDY ON CUSTOMER’S BEHAVIOUR TOWARDS
BUYING TELEVISION”.
Submitted to : [Link] Bhatia
College :[Link] Himathmal Mansukhani College
INTRODUCTION
• Television (TV) 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
• The etymology of the word has a mixed Latin and
Greek origin, meaning "far sight": Greek tele (τῆλε),
far, and Latin visio, sight (from video, vis- to see, or
to view in the first person).
OBJECTIVES
• To study the profile of the respondents and their
level of awareness towards various television brand.
•
• To examine preference on television brands and
their level of satisfaction among the respondents
•
• To examine the factors which influences the
customer while selecting a particular TV brand
HYPOTHESIS
• There is a significant association between the age
and TV type that respondents have.
• There is a significant association between the
satisfaction level with regard to after sales service of
TV brand and age of the respondents.
RESEARCH METHODOLOGY
• Pre-Field Method: Includes collection of secondary data
from
• various Books, Periodicals, reputed Journals, Internet
Websites,
• Related articles.
• Field Method: A Pre-structured and validated Questionnaire
• framed & administered to the respondents.
• Post-Field Method:
• Desk Research
• Scanning & Reviewing the Literature on the subject
• Tabulation and Analysis of the data collected from various
• sources, collated and presented herewith.
CRITERIA DEVELOPED FOR INVESTIGATION
• Research Design: Descriptive (Quality of responses considered)
• Sample Size: 10 Respondents
• Universe/ Geographical area of study: Ulhasnagar
• Nature of Sampling: Non Probability Sampling (Each element in the
population doesn’t have an equal chance of getting selected)
• Sampling Design: Convenience Sampling
• Convenience Factors: Availability and Approachability of the
Respondents
• Research Tool/ Data Collection Instrument: Pre-structured and
validated questionnaire.
Strength:
Vast Customer Reach
Growing Middle Class
Change in Lifstyle
Low Cost Production
Challanges : Weakness :
Poor section of the
Swoc
Highly Fragmented
society
Technologival Lack of efforts for
Innovations media penetration
Lack of cohesive
Analysis
Rise in viewership
Piracy production &
distribution
Lack of Content
infrastructure
Opportunity
Poor Section of the
society
Technologocal
Innovations
Rise in viewership
DATA ANAYLSIS
[Link]
35%
30% 30%
30%
25%
20% 20%
20%
15%
10%
5%
0%
Service Business Student Other
Q1.C GENDER
70%
60%
60%
50%
40%
40%
30%
20%
10%
0%
Male Female
Q1.D AGE
60%
50%
50%
40%
40%
30%
20%
10%
10%
0%
0%
Below 15 16 - 24 25 - 33 Above 33
[Link] KIND OF A TELEVISION
WOULD YOU PREFER TOBUY ?
10%
LCD
40%
LED
30%
PLASMA
SMART
20%
[Link] WILL BE THE PREFERRED
BRAND TO BUY TV ?
40%
40%
35%
30%
30%
25%
20%
20%
15%
10%
10%
5%
0%
LG SAMSUNG SONY OTHER
[Link] WILL BE YOUR PRICE RANGE
TO BUY A TV ?
10%
20%
20%
Below 10,000
10,000 - 20,000
50%
20,000 - 30,000
30,000 & Above
[Link] ARE THE FEATURES YOU
WOULD LOOK WHILE BUYING A TV ?
45%
40%
40%
35%
30%
30%
25%
20%
20%
15%
10%
10%
5%
0%
Size of Screen Picture Quality Look & Apperance Sound Quality
[Link] WILL BE YOUR SCREEN SIZE
PREFERENCE WHILE BUYING A TV ?
10% 10% Less than 20 "
20 " - 30 "
30%
30 " - 40 "
50%
40 " & above
[Link] WILL BE THE BASIC PURPOSE
OF BUYING A TV ?
45%
40%
40%
35%
30%
30%
25%
20%
20%
15%
10%
10%
5%
0%
Entertainment Gaming Aecurity System Other
[Link] YOU DOWNLOAD TV EPISODES
TO WATCH ?
70%
Yes
No
3.2
[Link] ARE THE ADDITIONAL FEATURES
THAT YOU WOULD HAVE IN A TV ?
10%
20% Program Recording
Internet Browsing
30%
Built in Pc
Built in Set up box
50%
[Link] ARE THE WAYS BY WHICH YOU
LEARN ABOUT THE TV YOU WISH TO BUY ?
70%
60%
60%
50%
40%
30%
20%
20%
10% 10%
10%
0%
Newspaper Advertising Television Commercial Event Sponsors Internet
CONCLUSION
• Consumers are now well aware and wish to use varieties of
products, brands and services which are new in the
market, fashionable, exclusive in nature, rare and trendy.
• Everyone is unique in his/her tastes and preferences. They
all cannot be extraordinarily satisfied every second and all
the time but they can be managed with best quality.
• Type of buying behavior are classified namely quality
conscious, economic conscious and bargain conscious.
• But the consumer preferences and buying decision is
made by quality conscious only.
• This research may give information about minds of the
consumers. Therefore the manufactures have to
concentrate more on producing quality goods and
services.
SUGGESTIONS
• The company should stand unique in its all features so that it can
attract more and more consumers other than regular consumers.
• 17 percent of the respondent was not satisfied with after sales
service because of higher charges and poor service. The
company should concentrate on effective after sales services
and to reduce the high costs for service.
• Consumers get information about the brand mostly by
advertisements and by word of mouth, so that companies should
concentrate in giving valuable advertisements and increasing its
goodwill.
• Consumers are ready to pay reasonable cost to the products
which has good qualities and features, so companies should
make themselves ready to give the best product and satisfy the
end users.
BIBLOGRAPHY
•
• [Link]
s/3/8/8/5/38850075/11.__a_study_on_consumer_beha
vior_towards_television_brands.pdf
• [Link]
onnaire-on-consumer-preference-towards-television-
brands
• [Link]
• [Link]