EXECUTIVE SUMMARY

The project titles “Consumer Buying Preference for Television” is undertaken at YMT
Institute of management studies. The project is related to the study of consumer buying
preferences in buying a television and what are the factors that influence this behavior. The
project titles “Consumer Buying Preference for Television “is mainly divided into 5 phases:

 Problem related to consumers buying televisions

 Study of literature related to television

 Theory of televisions in India

 Research methodology.

 Analysis of the results of the survey

 Finding and suggestion.

Problem Area

Problem Area: As we know that there are many television manufacturers in the world.
With the entertainment becoming a major market, all these companies are introducing new and
new technologies to attract the consumer. A television becomes a primary source of
entertainment in India and as the number of viewers increase day by day the buying of television
is increasing.
Since new technologies come in market a consumer is not completely aware of what the
technology is meant for and how will that technology benefit the consumer, also that the
consumer might be looking for some specific technology that might not be available in the
current product.
To identify these problems research is being carried out. This research will help us find
out what exactly does a consumer wants from a television and what he/she thinks is useless
features in the television. This will also give the manufacturers a better picture to focus on which
product or feature they should bring in the market.

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Research Objectives
As we know that television has always been the most primary source of entertainment.
According to a research it shows that there are about 63,000,000 television sets in India. And as
new and new companies are entering in the market with new technologies, the customer has a
wide range of products to choose from. The basic objective of this research is to find out the
consumer buying behavior for televisions.

Objectives of the study: The objectives of the study is to understand the following:

Primary Objectives:

 What does a consumer thinks when buying a television

 What are the features that they look for when they buy a television

Secondary Objectives

 Is there any specific feature that a consumer is looking for?

 Is there a substitute for television?

 To understand the obsolete features of television for cost cutting.

Limitations of the Research

Every research is limited by its imagination is true, but we definitely have some
limitations on this research. The limitations are as follows:

1. Considering the huge population that we have the sample data that will be collected will
be very small
2. Also to the fact that many respondents will not reply correctly to the questions that have
been asked to them.
3. Errors can be considered while understanding or interpreting the questions in the survey
4. Errors can be also considered during data entry.

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 INTRODUCTION

What influences consumers to purchase products or services? The consumer buying

process is a complex matter as many internal and external factors have an impact on the buying
decisions of the consumer.
When purchasing a product there several processes, which consumers go through? These
will be discussed below.

1. Problem/Need Recognition
How do you decide you want to buy a particular product or service? It could be that your
DVD player stops working and you now have to look for a new one, all those DVD films you
purchased you can no longer play! So you have a problem or a new need. For high value items
like a DVD player or a car or other low frequency purchased products this is the process we
would take. However, for impulse low frequency purchases e.g. confectionery the process is
different.

2. Information search
So we have a problem, our DVD player no longer works and we need to buy a new one.
What‟s the solution? Yes go out and purchase a new one, but which brand? Shall we buy the
same brand as the one that blew up? Or stay clear of that? Consumer often goes on some form of
information search to help them through their purchase decision. Sources of information could be
family, friends, neighbors who may have the product you have in mind, and alternatively you
may ask the sales people, or dealers, or read specialist magazines like What DVD? To help with
their purchase decision. You may even actually examine the product before you decide to
purchase it.

3. Evaluation of different purchase options.

So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers
allocate attribute factors to certain products, almost like a point scoring system which they work
out in their mind over which brand to purchase. This means that consumers know what features
from the rivals will benefit them and they attach different degrees of importance to each

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attribute. For example sound maybe better on the Sony product and picture on the Toshiba, but
picture clarity is more important to you then sound. Consumers usually have some sort of brand
preference with companies as they may have had a good history with a particular brand or their
friends may have had a reliable history with one, but if the decision falls between the Sony DVD
or Toshiba then which one shall it be? It could be that the review the consumer reads on the
particular Toshiba product may have tipped the balance and that they will purchase that brand.

4. Purchase decision
Through the evaluation process discussed above consumers will reach their final
purchase decision and they reach the final process of going through the purchase action e.g. The
process of going to the shop to buy the product, which for some consumers can be as just as
rewarding as actually purchasing the product. Purchase of the product can either be through the
store, the web, or over the phone.

5. Post Purchase Behavior

Ever have doubts about the product after you purchased it? This simply is post purchase
behavior and research shows that it is a common trait amongst purchasers of products.
Manufacturers of products clearly want recent consumers to feel proud of their purchase; it is
therefore just as important for manufacturers to advertise for the sake of their recent purchaser so
consumers feel comfortable that they own a product from a strong and reputable organization.
This limits post purchase behavior. I.e. you feel reassured that you own the latest advertised
product.

Types of buying behavior

There are four typical types of buying behavior based on the type of products that intends
to be purchased. Complex buying behavior is where the individual purchases a high value
brand and seeks a lot of information before the purchase is made. Habitual buying behavior is
where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt. Variety
seeking buying behavior is where the individual likes to shop around and experiment with
different products. So an individual may shop around for different breakfast cereals because
he/she wants variety in the mornings. Dissonance reducing buying behavior is when buyer is

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highly involved with the purchase of the product, because the purchase is expensive or
infrequent. There is little difference between existing brands an example would be buying a
diamond ring, there is perceived little difference between existing diamond brand manufacturers.

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 TELEVISION INDUSTRY

Television (TV) is telecommunication medium for transmitting and receiving

moving images that can be monochromatic (shades of grey) or multicolored. Images are usually
accompanied by sound. "Television" may also refer specifically to a television set, programming,
and television. The etymology of the word is derived from mixed Latin and Greek origin,
meaning "far sight": Greek, far, and Latin Visio, sight or to view in the first person.
Commercially available since the late 1920s, the television set has become commonplace
in homes, businesses and institutions, particularly as a source of entertainment and news. Since
the 1970s the availability of video cassettes, laserdiscs, DVDs and now Blue-ray Discs, have
resulted in the television set frequently being used for viewing recorded as well as broadcast
material. In recent years Internet television has seen the rise of television available via
the Internet, e.g. iPlayer and Hulu.

Television has made this vast world a small place. We can watch the happenings in far
off lands on the screen of our television sets. The moving and living pictures create an
impression of reality. Many informative and educative programs are helpful to the students.

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 Even those who are illiterate can see and hear and learn a lot about the developments in
different spheres in today‟s changing times.Televisions are a great asset to the method of
teaching and learning in schools, colleges and various other institutions.

Source of Entertainment

A variety of programs are televised. Television is an important source of entertainment.

Special efforts are made for children‟s programs. We can watch films, dances, dramas and
fiction features sitting cozily at home. By different interviews we can know about the thoughts
and opinions of eminent personalities. Many entertaining and informative programs educate the
masses to fight against social and political evils. Television helps us to stay in touch with the
day- to day activities around us as well as help us to get away from tensions and worries by
viewing fun- filled programs.

It’s Disadvantages

Television is considered an Idiot Box because of its disadvantages. Watching television

for long hours is a waste of time. It affects the eye- sight. Students get into the habit of
remembering the program timings and say instead of lessons. Television can be a nuisance
if the neighbors do not have one. Many people prefer to watch only the recreational programs
thus, bringing down the educational importance of television.

It’s Necessity

Television is a necessity in a developing country like ours to educate the masses.

Television has brought about many changes in the field of amusement, education and
communication. It cannot be denied that there are more advantages than disadvantages
of television. But the television stations have to work hard for more and still better programs.

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 Background of Television Manufacturing Companies in India

Akai is a consumer electronics brand,

founded by Saburo Akai (who died in 1973)
as Akai Electric Company Ltd, a Japanese

manufacturer in 1929. It is now headquartered in Singapore as a subsidiary of Grande Holdings,

a Chinese Hong Kong-based conglomerate, which also owns the formerly Japanese
brands Nakamichi and Sansui. The Akai brand is now used to rebadged electronics manufactured
by other companies. "Akai" means red, hence the logo color, earlier also accompanied by a red
dot.

BenQ Corporation is a Taiwanese multi-

national company that sells and markets
consumer electronics, computing and
communications devices under the "BenQ"
brand name, which stands for the company
slogan “Bringing Enjoyment and Quality to
life”.

BenQ sells and markets technology products, including consumer electronics, computing
and communication products. Its principal products include TFT LCD monitors
and televisions, digital projectors, laptops, netbooks, All-in-One PCs, digital cameras, computer
keyboards, mice, optical drives, optical discs and mobile phones.

Godrej: Godrej Group is one of the largest

conglomerates based in Mumbai, India,
involved in various industries that include
appliances, precision equipment, machine
tools, furniture, healthcare, interior solutions,

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Office equipment, food-processing, security, materials handling and industrial storage solutions,
construction and information technology. The Group is headed by Adi Godrej and Jamshyd
Godrej.

Haier: is a multinational home appliances company

headquartered in Qingdao, Shandong, People's
Republic of China. Its products include household
appliances such as air conditioners washing

machines, refrigerators and televisions. In white goods the Haier brand has the largest market
share in the world, with a 6.1 per cent share in 2010.

Samsung: The Samsung Group is

a multinational conglomerate corporation headquartered
in Samsung Town, Seoul, South Korea. It is South Korea's
largest chaebol and is the world's largest private
conglomerate by revenue

with an annual revenue of US $172.5 billion in 2009. The Samsung Group comprises numerous
international affiliated businesses, most of them united under the Samsung brand
including Samsung Electronics, the world's largest technology company by sales.

Onida: Onida was started by G.L.

Mirchandani and Vijay Mansukhani in 1981
in Mumbai. In 1982, Onida started
assembling television sets at their factory
in Andheri, Mumbai. Since then, Onida has
evolved into a multi-product company in the
consumer durables and appliances sector.

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Onida achieved a 100% growth in ACs and microwave ovens and a 40% growth in washing
machines last year. ONIDA came out with the famous caption 'Neighbor‟s envy, Owner's Pride‟;
another popular theme of the ads was a devil complete with horns and tail in the 1980s. The devil
was replaced by a married couple- Siddharth and Ritu.

Panasonic Corporation formerly known as Matsushita

Electric Industrial Co., Ltd. is a Japanese
multinational consumer electronics corporation
headquartered in Kadoma, Osaka, Japan.

Its main business is in electronics manufacturing and it produces products under a

variety of names including Panasonic and Technics. Since its founding in 1918, it has grown to
become the largest Japanese electronics producer. In addition to electronics, Panasonic offers
non-electronic products and services such as home renovation services.

Sony Corporation or commonly referred to as Sony,

is Japanese multinational conglomerate corporation
headquartered in Minato, Tokyo, Japan and the world's
fifth largest media conglomerate with US$77.20
billion Sony is one of the leading manufacturers of

electronics, products for the consumer and professional markets. Sony Corporation is the
electronics business unit and the parent company of the Sony Group, which is engaged in
business through its eight operating segments – Consumer Products & Devices (CPD),
Networked Products & Services (NPS), B2B & Disc Manufacturing (B2B & Disc), Pictures,
Music, Financial Services, Sony Ericsson and All Other. These make Sony one of the most
comprehensive entertainment companies in the world.

Its founders Akio Morita and Masaru Ibuka derived the name from sonus, the Latin word
for sound, and also from the English slang word "sonny", since they considered themselves to be

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"sonny boys", a loan word into Japanese which in the early 1950s connoted smart and
presentable young men.

British Physical Laboratories

Group (BPL) is an Indian electronics
company that deals with consumer appliances
(such as refrigerators and washing machines),
home entertainment products and health care
devices.

In 1963, BPL founder and Group Chairman TPG Nambiar began

manufacturing hermetically sealed precision panel meters in Palakkad, Kerala, under the name
of British Physical Laboratories. Having worked in the UK and USA, when he came back to
India armed with a vision of pioneering the manufacture of superior quality electronic products,
he dreamed of making BPL a household name. Over the years, BPL's growth has been subject to
constant challenges.

LG Corp is the second largest South

Korean conglomerate company, headquartered in the
LG Twin Towers in Yeouido-dong, Yeongdeungpo-
gu, and Seoul. LG produces electronics, chemicals,
and telecommunications products and operates
subsidiaries like LG Electronics, LG Display, LG
Telecom and LG Chem in over 80 countries.

LG Corp. founder Koo In-Hwoi established Lak-Hui Chemical Industrial Corp. in 1947.
In 1952, Lak-Hui (pronounced "Lucky", currently LG Chem) became the first Korean company
to enter the plastics industry. As the company expanded its plastics business, it established Gold
Star Co., Ltd., (currently LG Electronics Inc.) in 1958.

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 Videocon is an industrial conglomerate with interests all
over the world and based in India. The group has 17
manufacturing sites in India and plants
in China, Poland, Italy and Mexico. It is also the third
largest picture tube manufacturer in the world.
The Videocon group has an annual turnover of US$ 2 billion, making it one of the
largest consumer electronics and appliance companies in India. Since 1998, it has expanded its
operations globally, especially in the Middle East. Consumer electronics: In India the group sells
consumer products like Color Televisions, Washing Machines, Air Conditioners, Refrigerators,
Microwave ovens and many other home appliances, selling them through a Multi-Brand strategy
with the largest sales and service network in India.

Philips Electronics N.V. most commonly known as Philips,

(Euronext: PHIA,NYSE: PHG) is a multinational Dutch electronics
corporation. Philips is one of the largest electronics companies in the world.
In 2010, its sales were €25.42 billion. The company employs 119,000 people
in more than 60 countries.
Philips is organized in a number of sectors: Philips Consumer Lifestyle (formerly Philips
Consumer Electronics and Philips Domestic Appliances and Personal Care), Philips Lighting and
Philips Healthcare (formerly Philips Medical Systems).

Technicolor SA , formerly Thomson SA and Thomson

Multimedia, is a French international provider of solutions
for the creation, management, post-production, delivery and
access of video, for the Communication, Media and
Entertainment industries.
Technicolor‟s headquarters are located in Issy les Moulineaux, near Paris. Other main
office locations include Rennes (France), Edegem (Belgium), Indianapolis (Indiana, USA),
Burbank (California, USA), Princeton (New Jersey, USA), London (England, UK), Rome (Italy),
Madrid (Spain), Hilversum (Netherlands), Bangalore (India) and Beijing (China).

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Sharp Corporation is a Japanese multinational
corporation that designs and
manufactures electronic products.
Headquartered in Abeno-ku, Osaka, Japan.
Sharp employs more than 64,500 people worldwide as of September 30, 2010. The
company was founded in September 1912. It takes its name from one of its founder's first
inventions, the Ever-Sharp mechanical pencil, which was invented by Tokuji Hayakawa in 1915.
Since then it has developed into one of the leading electronics companies in the world. As
a semiconductor maker, Sharp is among the Worldwide Top 20 Semiconductor Sales Leaders.

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 RESEARCH METHODOLOGY

Choice of methodology
For the field research I decided that the most appropriate approach would be a
questionnaire that would be filled out by people of Jai Bhavani CHS, Sion Koliwada,
Mumbai. To encourage the peoples not to reject the questionnaire outright, and to increase
the response rate, the questionnaire should be limited to maximum of two sheet of A4
paper.
This study started out as an exploratory study but developed into an explanatory study
since I start out with first gaining knowledge about consumer behavior to further being able to
gain knowledge about buying preference for televisions. Having this knowledge I continue to
identify specific factors that are of importance when the consumer is buying a television.
This information is then used in order to find relationships and correlations between these variables.

SAMPLING METHODOLOGY
Sampling Technique:
Initially, a rough draft was prepared and a pilot study was done to check the accuracy of
the Questionnaire and certain changes were done to prepare the final questionnaire to make it
more judgmental. The respondents are selected randomly, so we can say that random sampling
has been done. It is an exploratory research study.

Sampling Unit:
The respondents who were asked to fill out the questionnaire in the Mumbai Region are
the sampling units. These respondents comprise of the persons who purchase televisions through
various mediums like the local electronic dealer or from the internet. The people have been
interviewed using questionnaire and asked to give their feedback.

Sample Size: The sample size was restricted to only 64 respondents and 1 dealer.

Sampling Area: The area of the research was Jai Bhavani CHS, Sion Koliwada, Mumbai region.

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Data Collection:

Primary Data

Primary data for the research was collected through questionnaires. When collecting
primary data one can choose to do interviews, observations, experiments, and questionnaires.
Due to the purpose of our research, only the questionnaire method would be able to approach the
topic and be able to collect the answers in a satisfactory manner.

In the research the primary data is mainly concerned with analyzing the respondent in
order to later on classify the respondent. Further on, the primary data will be used to analyze
the factors and how these are related to the respondent. The primary data is conducted in a
manner to be able to approach our research and solve our research questions.

Secondary Data
I have mainly used documentary secondary data combined with multiple source data.
Documentary secondary data has been the data collected through different types of research
conducted within the topic, articles, and books that are written on consumer behavior and e-
commerce. This type of data has been the fundamental source for gaining knowledge within
the topic in order for us to be able approach the research problem. The secondary data that was
used for the research is data that has also lead to the conclusion of which factors that will be
examined. The multiple source data that we have used has been in order to choose which product
we would use for our research in order to be able to find the product that is most widely bought.

Questionnaire
The questionnaire was designed to collect primary data in order to find firsthand
information on how the respondents value the importance of quality, features, brand etc when
buying a television. The questionnaire was designed to, first, collect data that would be used
to find segments among the respondents, and second, to collect data about the factors like
features, brand name, usage etc. The questions in the questionnaire were based on the
findings from the literature.
Questions which were designed to collect data to find
respondent segments were derived from the findings within consumer behavior. Questions

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about the factors features, brand name, usage etc were derived from the literature found
about the factors when purchasing a television. We handed out the questionnaire in Mumbai
region and chose certain classes in order to make sure not to collect data from the same
respondent more than once. We decided that the sample size should be at least of 100
respondents. In order to analyze the collected data we used the software program MS Excel. The
following will present and discuss the results from the questionnaire.

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 DATA ANALYSIS AND FINDINGS

1. What kind of a television would you prefer to buy? (Select one)

Preferences of People
30

25

20

15

10

0
OLED
Conventional LCD (Liquid (Organic
Plasma
Television Crystal Light Projector
Television
(CRT) Display) Emitting
Diode)
Preferences of People 4 27 14 19 1

Most Preferred Television types

According to the survey which was carried out it has been observed that a LCD display is
a popular choice among majority of the users. People also prefer plasma displays but it can be
considered as the second choice. The research also shows a gradual change preference of people
from conventional television which is huge, bulky and thick to the new technology televisions
like the LCD, Plasma or the OLED displays which are very thin, flat and are very easy to be
handled.

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 2. What is the most preferred brand of television according to you? (Select one)

People's Choice

LG
22%

SONY
43%

SAMSUNG
23%

ONIDA
6%
HITACHI
1% VIDEOCON
5%

Most preferred brand of television

During the survey a question was asked that which is the most preferred brand from
among the television manufacturers mentioned. It was observed that majority of the people
prefer to have Sony television as their first choice. But from the survey it is also observed that
Samsung and LG are also among the 2nd and the 3rd most popular brands among the televisions
and is growing.

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 3. What is the price range in which you would prefer to buy a television? (Select one)

Price Range
30

25

20

15

10

0
Rs 5000 - Rs Rs 10000 - Rs Rs 15000 - Rs Rs 20000 - Rs Rs 25000 and
10000 15000 20000 25000 above
Price Range 8 11 11 11 24

Price range of preferred televisions

Entertainment plays a major role in an everyday Indian‟s life. So the question was asked
to see how much would an average Indian spends on buying a television. As the economy is
changing and people earning they would not mind spending more than Rs 25000/- and above on
a television. Keeping in mind the first question which says that which is type of television that an
individual would prefer to buy it was observed that they would prefer to buy a LCD and also
plasma was a popular choice which are equally costly. Also that the popular choice of people
according to this survey was Sony who makes hi-end televisions at a premium cost.

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 4. What are the features that you would look for when buying a television? (Multiple
Choice)

Features
60

50

40

30
Features

20

10

0
Size of Picture Sound Looks and HD ready Built in
screen quality quality appearance Settop Box

Most preferred features of a television

Just to find out what a consumer usually would look for the most when buying a television a
question was asked with the above mentioned choices. The person being interviewed was given
the choices as the screen size, picture quality, sound quality, looks and appearance, had ready
and a built in set top box. Since this was a multiple choice question the top 3 choices were the
screen size, picture quality and the sound quality which are a basic necessity for any television.
But we can also see a change in demand as people are asking for more like looks or the HD
ready or even a built in set top box.

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 5. What is the size of screen that you would prefer to buy? (Select one)

Television Screen Size

25

20

15

10

0
50" and
Less than 20" 20" to 30" 30" to 40" 40" to 50"
above
Television Screen Size 5 23 21 13 3

Most preferred screen sizes

When buying a television a screen size plays a very important role, since it is directly
related to the cost of the television that you prefer to buy. Like the bigger the screen the costs
increases or the smaller the screen the cost decreases. Besides this there are other factors which
also influence the individual to buy a television based on the screen size i.e. the space where they
put the television. As it has been observed that Indians prefer to put their televisions usually in
the living room and as we see that there is lack of space in a city like Mumbai people prefer to
buy a television which is mid-sized which is not to large and can easily fit in their shelves. The
most preferred screen size is between 20” and 30”.

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 6. How would you rank the features of the television that you wish to buy? (rank 1-5
and 1 being lowest and 5 being highest)
a. Sound (1 2 3 4 5)
b. picture (1 2 3 4 5)
c. Physical Appearance (1 2 3 4 5)
d. Price (1 2 3 4 5)
e. After sales service (1 2 3 4 5)

Features of a Television
30

25

20

15

10

0
Physical After Sales
Sound Picture Price
Appearance Service
Lowest 1 1 3 8 4
Lower 4 0 9 8 7
Medium 3 4 13 15 7
Higher 15 8 14 5 13
Highest 19 27 3 6 9

Highly Ranked features of a preferred television

The next question asked was that how would an individual ranks the features of the television
on the basis of sound; picture quality etc. according to this sound is ranked the highest. Also it
has been seen from the picture quality has been ranked the highest. But as we proceed further the
physical appearance is been ranked somewhat higher. What we draw from this is that the
physical appearance becomes the second priorities to the consumer buying television. The same
goes with the after sales service as they also form the second priority to the consumer. As from

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the survey we also see that the price plays a moderate role towards consumer who is buying a
television.

7. What is the basic purpose of the television that you buy? ( select one)

Basic Purpose
60

50

40

30

20

10

0
Family Security Presentation Personal
Playing Games
Entertainment Systems Displays Entertainment
Basic Purpose 53 2 0 1 9

Basic Purpose of a Television

To understand the basic usage of television respondents were given the following choices
Family entertainment, playing games, security systems, presentation displays and personal
entertainment. The favorite choice was the family entertainment.

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 8. What are the ways by which you learn about the television you wish to
buy? (multiple choice)

Sources

Internet
20%

Newspaper
Advertisements
Event Sponsorers 30%
4%

Television Dealers
12%

Television
Commercials
34%

Best source of information for television information

To understand the consumer how he gets influenced to buy a television we asked this next
question of what are the ways by which the consumer learns about the television that he/she
wishes to buy. The majority of them responded through television commercials. The second
highest vote goes to the advertisements that are put in the newspaper. So basically these are the
two mediums through which a consumer is influenced to buy a television.

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 9. What are the additional features that you would like to have in a television?
(multiple choice)

Additional Features
50
45
40
35
30
25
20
15
10
5
0
Program Video
Blue Ray Internet Built in
Recording Conferenci
Disc Drive Browsing Computer
Capability ng
Additional Features 46 30 16 32 36

Additional Features expected in a television

We know that a television plays a role of entertainment. But there is always that a
customer always wants to have more from the product that he buys. And to understand this we
asked the respondents that what will be the feature that they would like to have built in a
television. All the features mentioned above are not commercially available in any television in
India. So the majority of the consumers replied with a program recording capability in a
television. The second feature that they wanted the most is a built in computer which can do all
the functions. So as from this we can see that there is a future for the newer generation of
televisions.

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Q – 10. How important role does your existing television brand play when buying a new
television? (Rank 1-5 and 1 being lowest and 5 being highest)

a. (1 2 3 4 5)

Importance
30

25

20

15

10

0
Lowest Low Medium High Highest
Importance 1 2 20 27 15

Importance of the existing brand image when buying a new television

The last question of the survey was to understand that how important is the influence of
your existing television brand to the consumer when buying a new television. Even though it is
not the highest people still prefer to have a new television of the same brand that they had earlier.
The reasons could be various like the quality of the product or even the after sales service

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 CONCLUSION AND RECOMMENDATIONS
While doing the research on the “consumer buying preference for television” it gave me a
lot of helpful information that can help solves a lot of problem related to understanding a
consumer. This research can help a lot of television manufacturing companies to understand
what exactly their consumers want and to focus on the specific needs and hence increasing the
profits.
After thoroughly doing the research on the “consumer buying preference for television”
the following recommendations can be made which are as follows:
1. The newer technologies in the market like the LCD and the Plasma displays are
surpassing the conventional bulky televisions. Companies who are still manufacturing
these televisions should try to focus on the changing technologies.
2. Most preferred brand by my survey was SONY but this can possibly be due to the sample
size and the sample area which was being considered since people in the specified sample
area might more prefer to have a premium television in their living room. But I still see
that there are other companies also who have a lot of scope to increase their market share
other than the top companies.
3. Consumers prefer to have a television of the best quality and they will not mind paying a
premium price for the same. Thus it can be recommended to all the manufacturers to
consider the fact of the rising Indian Economy and also the purchasing power of the
buyers and to bring out products which are new in technologies and are priced at a
premium rates.
4. The television manufacturing companies should concentrate on giving the customers
value for money. Hence we recommend them to focus on the basic needs of the consumer
when they buy a television i.e. picture quality, sound quality and screen size. The other
features of the television can be a secondary need.
5. From the research it was found out that the consumer prefers to have a television that is
in the size of 20” to 30”. Hence the companies are recommended to manufacture the
screens in between those sizes. This would help them in reducing inventory costs and
getting products to their target customers.

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 6. As spoken earlier picture, sound and screen size play an important role when it comes to
a consumer buying a television. Manufacturers should focus on the basic needs of the
consumer, but along with that if they can also introduce newer features along with the
conventional television features it would be good.
7. Television manufactures should clearly separate the use of televisions from commercial
to personal use. As a vast majority of television users prefer to use the televisions for
home entertainment, manufacturers should introduce a new segment of televisions which
can be used for commercial purposes like presentation displays or security televisions
with other features and can charge them at a premium price.
8. Advertising plays a very important role for a new company when it launches a product.
Depending on the funding the company needs to select the two best available sources of
advertisement i.e. the television commercials and the newspaper advertisement. Although
a television commercial can be very costly for a startup company or a new company the
other option of a newspaper advertisement is always the best option since it‟s cheaper and
can effectively target the required market.
9. This research was being done with also to find out whether there is a scope for the next
generation television. The second most expected feature of a built in computer is what the
manufacturers can focus at giving the consumer access to every possible technology
available on the planet.
10. It‟s always been said that “The first impression always makes the last impression”, or in
this case that the first impression always makes a lasting impression. Hence the
responders are high when it comes to the impression of the existing brand.

Concluding the entire research was done to understand the consumer buying behavior &
preference when buying a television was a success.

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 BIBLIOGRAPHY

Books:

 Marketing management by Kotler, Philip, 12th edition

 Consumer behaviour: concepts and application By Loudon.

 Statistics for management by „Levin and Rubin‟

Internet sources:

 www.wikipedia.org

 www.google.com

 http://www.articlesnatch.com/topic/consumer+buying+behavior

 www.televisionpoint.com

 http://www.learnmarketing.net/consumer.htm

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 APPENDIX: QUESTIONNAIRE

1. What kind of a television would you prefer to buy? (Select one)

a. CRT (Cathode Ray Tube or Conventional Televisions)
b. LCD (Liquid Crystal Display)
c. OLED (Organic Light Emitting Diode)
d. Plasma Display
e. Projector

2. What is the most preferred brand of television according to you? (Select one)
a. LG
b. Samsung
c. Onida
d. Videocon
e. Hitachi
f. Sony
g. Others

3. What is the price range in which you would prefer to buy a television? (Select one)
a. Rs 5000/- to Rs 10000/-
b. Rs 10000/- to Rs 15000/-
c. Rs 15000/- to Rs 20000/-
d. Rs 20000/- to Rs 25000/-
e. Rs 25000/- and above

4. What are the features that you would look for when buying a television? (Multiple
Choice)
a. Size of the Screen
b. Picture Quality
c. Sound Quality
d. Looks and Appearance
e. HD Ready
f. Built in set top Box

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5. What is the size of screen that you would prefer to buy? (Select one)
a. Less than 20"
b. 20" to 30"
c. 30" to 40"
d. 40" to 50"
e. 50" and above

6. How would you rank the features of the television that you wish to buy? (rank 1-5
and 1 being lowest and 5 being highest)

a. Sound (1 2 3 4 5)
b. picture (1 2 3 4 5)
c. Physical Appearance (1 2 3 4 5)
d. Price (1 2 3 4 5)
e. After sales service (1 2 3 4 5)

7. What is the basic purpose of the television that you buy? ( select one)
a. family entertainment
b. Playing console games like sony ps3, xbox 360, Nintendo wii
c. Security Systems
d. Presentation Display
e. Personal Entertainment

8. What are the ways by which you learn about the television you wish to
buy? (multiple choice)
a. Newspaper Advertisement
b. Television Commercials
c. Television Dealers
d. Event Sponsorers
e. Internet

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9. What are the additional features that you would like to have in a television?
(multiple choice)
a. Program Recording Capability
b. Video conferencing
c. Blue Ray Disc Drive
d. Internet Browsing
e. Built in Computer

10. How important role does your existing television brand play when buying a new
television? (rank 1-5 and 1 being lowest and 5 being highest)

1 2 3 4 5

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