Professional Documents
Culture Documents
A MARKET STUDY
OF
ACKNOWLEDGEMENT
1
This work has been a result of valuable guidance and supervision of Mrs.
Jasmeenal Kaur, an ideal teacher and a true guide. I don’t have the words to
express the deep-felt gratitude, which I owe him. He rendered invaluable
help and guidance to me during my project and remained a continuous
source of information and motivation for me. He deserves my special thanks
for his most constructive suggestions and healthy criticism throughout my
MBA. I feel enriched by his invaluable guidance.
ABHISHEK RANJAN
TABLE OF CONTENTS
2
S.NO. CONTENTS PAGE NO.
4. OBJECTIVES 29
1. INTRODUCTION
3
Two movies a week at the theatre, getting together with friends and relatives,
playing cards, listening to the radio and may be reading were the only
available outlets for the consumer to pass their time before the
introduction of television.
By the late 70’s consumer demands were becoming strident aspirations and
expectations began out growing available options The culmination of this
was in 1982(when the colour television was introduced and the network was
partially expended) and 1984 (with the one transmitter a day expansion)
However these changes perhaps were more the results of political
considerations rather than meeting the consumer demand for change.
The magazine boom of the mid 70’s had limited impact as it was
catering to more or less the homogeneous group of people dictated by
language, style, and content. However, for the first time in country, TV a
single medium was reaching out nationally. Radio while the forerunner did
not have the same impact.
The advantage of TV since 1984 was that it could be received
throughout the country. It therefore operated as a catalyst in defining social
moves of the times. Being a truly mass medium it drew viewership from all
striates of the society. Each individual picked what he or she wanted from
the medium.
The advent of satellite and cable TV has now totally changed the
situation. With satellite, programmers are beamed to many countries at the
same time. Operating in protected economy Indian advertisers has a no
market outside the borders of India. But consumers have no such restrictions.
They are happier to adopt the latest entertainment media.
4
Consumers now demand quality as never before. The best available
internationally is preferred to Indian as economy liberalizes. An even more
suitable change is imminent. Consumers have begun to think international
and over time behave international.
Consumers and technology are marching hand in hand today. IT is
thus incumbent upon the marketers, manufacturers, advertisers, and agencies
to understand this new consumer and keep pace or face the alternative of
being left behind. To establish their standing in the market they have to be
constantly on the search for customers and have to find out what consumer
buy , how much can they pay and what is being made available to them by
the competitors not only in India but internationally too.
5
1.1 COLOR TELEVISION INDUSTRY
The 80’s saw the industry growing at a fast rate of 30% per annum. The
years following the 1982 Asian games saw an exponential rise in growth,
which coincided with the setting up of Doordarshan Kendra in many parts of
the country. Moreover, the government adopted a policy of encouraging the
sector, which saw the birth of many TV companies namely Weston, Dyanora
and Televista. Even state government owned companies like Uptron, Keltron
and Meltron came up. By 1989, there were over 200 TV companies with
sales of 5.2mn sets.
The 90’s
The early years of the 90’s decade saw TV sales falling to 4mn units due to a
high tax regime. However, with the onset of the liberalization era, the year
1993 saw a reversal in fortunes for the industry with both import duties and
excise duties being slashed. Accompanying it was a rise in the general
purchasing power of the populace, a greater variety in TV software (with the
coming in of foreign satellite channels) and a strong rise in replacement
demand. Sales touched almost 9mn units in 1998. This period also saw the
entry of MNC’s.
The years 1998 and 1999 have seen events like, the large pay-out to the
government staff through the implementation of the 5th Pay Commission,
World Cup 1999 and the success of the rabi crop. These events have changed
the face of the CTV industry, which realized a growth of 29-30% for the last
two years. In fact, for LG, (official sponsor of the World Cup 1999) this was
the most successful brand building exercise, as the company saw a 95%
growth in 1999.
7
1.3 THE PRESENT SCENARIO
CTV market has grown by around 30% to 5mn units (inclusive of sales
during World Cup in) FY2000. After an accelerated performance in the last
two years, The Rs75bn the industry has seen a slow growth of just 10% in
this year (January-April2000).
While some players have seen a steady decline in sales, a few others have
performed exceptionally well. Brands like Philips, Sony, Aiwa have seen
their market shares dipping continuously, while the Korean multinationals,
LG and Samsung, are on a rampage, having shown a commendable
performance, contrary to the overall CTV industry performance. BPL has
held its leadership in FY2000 by sacrificing margins with a 20.3% market
share, despite the onslaught of multinationals. BPL volume sales increased
by 35% to 1.18mn units for FY2000 whereas net sales increased by 4% only.
The company showed a jump in CTV exports by 148%. However, the
company did not perform well in the 1QFY2001 with its sales dipping by
25% to Rs. 3,720.5mn. Most of the players are slashing prices and taking a
re-look at their schemes. Prices are down by more than 20% and industry
majors predict a sharper fall by 8% in the next two years. However,
reduction in prices is not a viable option in the long run, and will definitely
affect the profit margins. Contrary to this, LG has priced its products 10%
higher than the market price and still managed to be the largest brand in
consumer electronics and white goods for April 2000 by achieving sales of
Rs1.95bn
8
S.No. BRAND MKT PUNCH LINES
SHARE
1. SAMSUNG 17% “Digital”
2. VIDEOCON 12.4% “Bring home the leader”
3. LG 14.5% “Digital LG”
4. SONY 18.1% “Flatter than the flattest flat”
5. AIWA 8% “Intelligence Embedded”
6. ONIDA 7% “Neighbors Envy Owners Pride”
7. BPL 5% “Believe in the Best”
8. PHILIPS 7% “Lets Make things better”
9. SANSUI 5% “Better than the best”
10. OTHERS 13.0% ……………
The aim of marketing is to meet and satisfy target customers’ needs and
wants. The field of consumer behavior studies how individuals, groups, and
organizations select, buy, use, and dispose of goods, services, ideas, or
experiences to satisfy their needs and desires. The consumer buyer behavior
9
is the buying behavior of final consumer–individuals and households who
buys goods and services for personal consumption.
Understanding consumer behavior and “knowing customers” are
never simple. Customers may state their needs and wants but act otherwise.
They may not be in touch with their deeper motivations. They may respond
to influences that change their mind at the last minute. Nevertheless,
marketers must study their target customers’ wants, perceptions, preferences,
and shopping and buying behavior:
Studying consumers provides clues for developing new products, product
features, prices, channels, messages, and other marketing-mix elements.
11
1. NEED RECOGNITION- The first stage of the buyer decision
process in which the consumer take further action after purchase based
their satisfaction or dissatisfaction.
12
1.6 MARKETING MIX
PRICE- It is the amount of money the customers have to pay to obtain the
product (CTV). It includes list price, discount, allowances, payment period,
and credit terms.
13
1.7 FACTORS AFFECTING CONSUMER BEHAVIOR
(i) Culture- the set of basic values, perception, wants and behavior
learned by the member of the society from family and other important
institutions.
14
(i) Group- Two or more people who interact to accomplish individual or
mutual goals.
(ii) Family- The family members (husband, wife, and children) can
(iii) Role and Status- Role consist of the activities people are expected to
perform according to the persons around them. Statuses reflect the general
such as the buyer’s age life style, and life cycle stage, occupation ,economic
(i) Age and Life cycle stage- People change the goods and services they
buy over their lifetime. Tastes of the people undergo change with their age.
Family life cycle- the stages through which families might pass as
15
(iii) Life Style- A person’s pattern of living as expressed in his/her
own environment.
attitudes.
experience.
about something.
16
2. RESEARCH METHODOLOGY
Research methodology deals with the method of study i.e. how the study will be
carried out and what techniques will be used. It is the careful investigation and
enquiry in a systematic manner in order to find solution to find problems in
research. it consists of defining and redefining the problems, formulating the
hypothesis or suggestions solutions ,collecting data and evaluating the data and
at last carefully testing the conclusions to determine whether they fit he
formulated hypothesis or not.
Sample size: this refers to the number of respondents to be selected from the
universe to constitute a sample. A large sample gives more reliable results than
the small samples. Therefore, the sample size of 100 respondents was taken into
consideration in case of research work.
17
Sampling unit: sampling unit implies that who are the respondents.
Sampling technique: the technique used for my study is convenient sampling
that consists of questionnaire, which are given to respondents.
18
NEED OF THE STUDY
This study will help the dealers to know that which factors
influence the consumers most and at the same time, which source
of information, influence their buying decision. This research can
be useful as source of information for similar projects. My study
will help the customers to know which brand of CTV to select, as
there are number of brands, which are available in the market.
19
3. LITERATURE REVIEW
Literature review
20
suggests that situation comparison ads favorably affect usage attitudes but
have no advantage over product comparison ads in enhancing a person's
ability to recall the target brand in the target situation.
There are many divergent opinions within the industry regarding the
advertising process. Jones and Blair (1996) in their research of the effects of
advertising determined that increased advertising alone does not improve
results and copy testing alone cannot predict advertising effects on sales. On
the other hand, using BEHAVIORSCAN test results, Abraham and Lodish
(1990) found that 49% of the electronically controlled tests of increased
advertising weight resulted in statistically significant sales increase at the
80% level. Lodish and colleagues (1995) in a seminal study of split cable TV
advertising experiments found that, while many of the variables investigated
did not differentiate across the different advertising treatments with regard to
sales effect, a few others were effective in doing so. Using the same
methodology and applying it to the snack food industry advertising, Riskey
(1997) was able to replicate the earlier findings of Lodish and his colleagues.
Grunert (1996) in his study of strategic processes in advertising, found that
variables such as a consumer's personal relevance lead to less stable effects
of advertising on evaluation and attitude, whereas, familiarity leads to more
stable effects.
22
alternate creative’s and stations, and clearly indicates the direction managers
should take.
For researchers the results underscore the value of disaggregate data,
especially to determine the effects of creative, station, and time of the day.
Moreover, the traditional focus on estimating general advertising
effectiveness may no longer be justified, given the availability of data on
these specific issues and technologies to analyze them.
One limitation of this model is that it was developed in the context of direct
advertising. However, direct-response advertising is growing in importance,
especially with the growth of the Internet. Moreover, even traditional
advertising can be evaluated using this model, if sales can be monitored at
the hourly level through scanner data. With hourly data, these results may
generalize to other products and services.
Gerard J. Tellis is the Neely Professor of Marketing at the Marshall School
of Business, University of Southern California. Rajesh K. Chandy is
Assistant Professor of Marketing, University of Houston. Pattana
Thaivanichs is Senior Statistician with Rapp Collins Worldwide/Dallas
Julie A. Edell and Kevin Lane Keller, 1999
Increasingly, marketers are coordinating their advertising campaigns across
television, and print media seeking to maximize the effectiveness of their
marketing communications budgets and to capitalize on the unique
characteristics of each modality. Until now, little research has examined the
effectiveness of such coordination.
In this study, authors Edell and Keller examine the effects of a coordinated
TV campaign on consumers' comprehension and evaluation of advertising.
In a laboratory experiment involving different combinations of print and TV
ads, they found that: A coordinated television strategy led to greater
23
processing and improved memory performance than either television or print
media alone.
The nature of that processing depended on the exposure order. Print
reinforcement strategies, in which the print ad was seen after the TV ad, led
to greater processing of the print ad, primarily in evaluation of ad-related
information. Print teaser strategies, in which the print ad was seen before the
TV ad, led to greater processing of the TV ad, primarily in comprehension of
ad-related information.
The study findings suggest that a print reinforcement strategy that explicitly
links a print ad to an already-seen television ad can improve the prospects of
that print ad being read, by increasing consumer purchasing behavior,
motivation, ability, and opportunity to process the print ad. Similarly, a print
teaser strategy that includes key visual elements of a subsequently viewed
television ad can enhance processing of the TV ad. Both combinations (TV-
print and print-TV) improve campaign effectiveness over a campaign using a
single medium which have great impact on the buying behavior of consumer.
A print reinforcement strategy could be particularly attractive to marketers,
given the rising expense, tremendous clutter, and questionable effectiveness
of network television advertising. For example, one potentially effective
integrated media strategy would be to create an attention-getting TV ad that
consumers like and use a visual from that ad in a subsequent print ad that
provides additional product or service information. Thus, the limited amount
of information that can be conveyed in a TV ad would be complemented by
the print ad's elaboration, and the limited attention-getting nature of a print
ad would be complemented by the interest aroused by the TV ad. By "mixing
and matching" communications in such a fashion, marketers can create
desired consumer brand knowledge.
24
Julie A. Edell is Associate Professor, Fuqua School of Business, Duke
University. Kevin Lane Keller is E. B. Osborn Professor of Marketing,
Amos Tuck School of Business, Dartmouth College.
Lefa Teng, Michel Laroche, Huihuang Zhu (2007)
The purpose of this research is to show how the dual mediation model has
been used to explain consumer responses toward an ad and a brand. This
study attempts to incorporate ad affect and competition into the framework
and examine the effects of advertising on consumers' attitudes and purchase
intentions in multiple-ad and multiple-brand environments.
The findings revealed that the higher level of affective responses to a focal
ad significantly leads to a higher evaluation of that ad. Our findings also
indicated that information about a competing ad and brand is processed
comparatively and that evaluations of the competing ad and brand negatively
influence evaluations of a focal ad and brand.
The attitude toward advertising construct has been given much research
attention through the years (for an excellent review, see O'Donohoe 1995).
Most of the work has examined the underlying dimensions of attitude toward
advertising. Bauer and Greyser (1968), for example, explored the social and
economic effects of advertising. The Pollay and Mittal (1993) model
includes seven dimensions of attitude toward advertising. At the micro level,
those researchers suggest three personal dimensions (product information,
social role, and hedonism). At the macro level, they propose four general
dimensions representing the societal effects of advertising (economic,
materialism, values, and falsity of information).
Public attitudes toward advertising have been of interest to advertising
researchers for years. From a public policy perspective, concerns have been
voiced that criticisms of advertising (i.e., it presents false and misleading
information, it promotes undesirable values, it persuades people to buy
25
things they do not need, etc.) may undermine its effectiveness or even lead to
pleas for greater regulation (Cal fee and Ring old 1988; Pollay and Mittal
1993).
Advertising researchers have been more interested in the impact of overall
attitudes toward advertising on consumer behavior variables. Studies have
suggested, for example, that consumers' attitudes toward individual
advertisements are influenced by their attitudes toward advertising in general
(Bauer and Greyser 1968; Lutz 1985). People with more favorable feelings
about advertising in general found specific advertisements more acceptable,
informative, and enjoyable (Bartos and Dunn 1974; Bauer and Greyser 1968;
Lutz 1985).
Advertising researchers have also investigated the effect of overall attitudes
toward advertising on the degree of involvement in advertisements. James
and Kover's (1992) research suggests that consumers' overall positive
attitude toward all advertising is related positively to involvement with
specific advertisements. Further, those authors state that overall attitudes are
likely to affect other aspects of advertising communications as well.
Research tends to suggest that attitudes toward advertising are only
moderately related to respondents' age, gender, income, and education. The
failure of demographic variables to account for much variance in attitudes is
consistent with Durand and Lambert's (1985) finding that criticisms of
advertising were explained more by a sense of consumer and political
alienation than by demographic characteristics. The more alienated the
customers felt, the more they criticized advertising. Though many of the
studies on attitude toward advertising investigated demographic variables,
few, if any, assessed the influence of socialization variables on attitude
toward CTV.
26
4. OBJECTIVES OF THE STUDY
27
5. SCOPE OF THE STUDY
The aim of marketing is to meet and satisfy target customers’ needs and
wants. The field of consumer behavior studies how individuals, groups, and
organizations select, buy, use, and dispose of goods, services, ideas, or
experiences to satisfy their needs and desires. The consumer buyer behavior
is the buying behavior of final consumer–individuals and households who
buys goods and services for personal consumption.
Understanding consumer behavior and “knowing customers” are never
simple. Customers may state their needs and wants but act otherwise. They
may not be in touch with their deeper motivations. They may respond to
influences that change their mind at the last minute. Nevertheless, marketers
must study their target customers’ wants, perceptions, preferences, and
shopping and buying behavior.
28
6. DATA ANALYSIS AND INTERPRETATION
Yes 90%
No 10%
10%
Yes
No
90%
INTERPRETATION:-
29
Q2. WHICH BRAND OF COLOR TV HAVE YOU OWNED?
No of respondents(%)
50 40
40
30 25 No of
20
20 10 respondents(%)
5
10
0
Samsung
Videocon
Others
Sony
LG
INTERPRETATION:-
The survey revealed that brand owned by the maximum number of respondent is Sony
while Samsung occupies second position, LG holds third position, fourth position is hold
by Videocon and then others.
30
Q3. ARE YOU SATISFIED WITH THE BRAND OWNED?
Yes 75
No 25
80%
70%
60%
50%
40% Series1
30%
20%
10%
0%
YES NO
INTERPRETATION: -
31
Q3 (A). IF YES, WHAT ARE THE REASONS BEHIND THAT?
27
30
25
20 13 15
15 10 10
10
5
0
after sale
Any Other
performance
Good looks
Good picture
service
Good
INTERPRETATION:-
13% of the respondents said that the reason for the satisfaction is good performance
27% of the respondents said that the reason for the satisfaction is good picture
15% of respondents said that the reason for the satisfaction is good looks
32
Q3 (B). IF NO, WHAT ARE THE REASONS BEHIND THAT?
Ordinary Looks 5
No. of respondents
12 10
10
8 6
6 5
4
4
2
0
Poor performance Bad picture quality Poor after sale Ordinary Looks
service
INTERPRETATION:-
4% of the respondents said that the reason for the dissatisfaction is poor performance
10% of the respondents said that the reason for the dissatisfaction is bad picture quality
5% of respondents said that the reason for the dissatisfaction is ordinary looks
33
Q4.WHAT ARE THE DIFFERENT FACTORS YOU CONSIDER
WHILE PURCHASING A COLOR TV?
45
40
35
Column 4
30
25 Column 3
20 40 Column 2
15
25 No. of Respondents
10
15
5 9 11
0
Low Price Easy Any other
Availability
INTERPRETATION:-
40% of the respondents said that the low price is the factor, which they consider while taking a
purchase discount
9% of the respondents said that the is attractiveness the factor which they consider while
taking a purchase discount
34
Q5. WHAT TYPE OF PROMOTION SCHEMES MORE ATTRACTS
YOU?
Discount offer 53
Exchange offer 27
Free gift 20
‘
No. of respondents
60 53
50
40 27 No. of
30 20
respondents
20
10
0
Discount Exchange Free gift
offer offer
INTERPRETATION:-
Survey has revealed that out of 100 respondents 53 i.e. 53%have responded that discount
offers attract them most.
While 27%and 20%have responded that exchange offer and free gift attract them most.
35
Q6. WHICH OF THE FACTOR HELPED YOU WHILE DECIDING
ABOUT THE PURCHASE OF COLOR TV?
No. of respondent
50% 40%
40% 30%
30% 23%
No. of respondent
20%
7%
10%
0%
n
s
e
s
re
nd
us
er
ild
th
ie
po
O
h
Fr
S
INTERPRETATION:-
The above table shown that majority of the respondents taken a help of their family
members while deciding a purchase decision
36
Q7. WHICH IS THE BEST COLOR TV (CUSTOMER VIEW)?
21” 52
25-29” 8
34” 2
No of respondent(%)
60 52
50
38
40
No of
30
respondent(%)
20
8
10 2
0
14-20” 21” 25-29” 34”
INTERPRETATION:-
The respondents were asked that which is the best CTV based on size of the TV. 21”
CTV was found to be the most preferred as 52% of the respondents were in its favor. 38%
of the respondent preferred 14 to 20” CTV, 8% preferred 25 to 29” CTV and 2%
preferred 34” CTV.
37
Q8. REASONS FOR BUYING FROM A PARTICULAR SHOWROOM?
No.of Respondents
30 26 25
25 20
20 14 13
15
10 2
5
Competitive
0
Authorised
Reputation
Service
Pleasing
Facility
Better
Credit
Nature
Dealer
Good
Price
INTERPRETATION:-
Out of 100 respondents 26 i.e. 26%have pointed out that they have purchased their CTV
from a particular showroom because of the competitive price.
14&13 have pointed out pleasing nature &good reputation as most important factor in this
context. Credit facility has got very low rating as only two respondents have pointed out
credit facility as main factor.
38
Q9. WHAT ARE THE DIFFERENT SOURCES FROM WHERE YOU
GET THE INFORMATION REGARDING C.T.V?
No. of respondent(%)
50 43
40
30 23 20 No. of
20 8 respondent(%)
6
10
0
Hoarding
TV Ads
Word of
Others
Print
Ads
mouth
INTRPRETATION:-
The survey has revealed that out of 100 respondents 43 i.e. 43% of the respondent
came to know about the particular Brand from the friends,
23 i.e. 23% from relatives 10% from newspaper, 85 each from hoardings, noticed
while walking, and others .so it is clear that friends and relatives are important source
of information as compare to others.
39
Q10. IN WHICH PARTICULAR OCCASION YOU PURCHACE A
COLOR TV?
No. of respondents(%)
50 43
40 27
30 23 No. of
20 7 respondents(%)
10
0
Festival/Ne
Marriage
Discount
Others
w Year
INTERPRETATION:-
The revealed that most of the purchases are need driven as 43%of the respondents have
replied that they have bought CTV when needed and there was not any specific occasion.
27%bought on marriage occasion again these purchases are need driven as at the time of
marriage CTV is purchased for dowry purpose.
40
Q11.WHAT FEATURES DO WANT IN YOUR COLOR TV?
No. of respondent
50 45
40
28
30 20 No. of respondent
20 12
10
0
Good looks Good Good Good
picture brand sound
quality name effect
INTERPRETATION:-
12% of the respondents want good looks in Color TV
45% want good brand name as a feature in their Color TV
20% want good sound effect in their Color TV
41
Q12. ACCORDING TO YOU, WHICH BRAND IS DOING
BETTER IN THE MARKET?
NO. OF RESPONDENTS
40
30 27
30 25
20 13
10 5
0
SONY SAMSUNG LG VIDEOCON OTHERS
INTERPRETATION:-
30% of the respondents are in favor of Sony
25% are in favor of Samsung
5% of the respondents are in favor of others
42
Q13.IN FUTURE DO YOU WANT TO CHANGE YOUR BRAND?
Yes 60
No 40
70 60
60
50 40
40
Series1
30
20
10
0
Yes No
INTERPRETATION:-
60% of the respondents said that they did not want to change their current brand
40% of the respondents said that they want to change their current brand
43
Q13 (A). WHY DO YOU WANT TO CHANGE YOUR
BRAND?
Resale value 29
Brand image 17
Status 14
New features 6
No. of respondents
35 29
30
25
20 17
14 No. of respondents
15
10 6
5
0
Resale Brand Status New
value image features
INTERPRETATION:-
29% of the respondents said that resale value is the reason to change the current brand.
6% of the respondents said that new features are the reason to change the current brand.
44
Q14. ARE YOU SATISFIED WITH THE SERVICE / AFTER
–SALE- SERVICE?
YES 75%
NO 25%
80% 75%
70%
60%
50%
40%
30% 25%
20%
10%
0%
YES NO
INTERPRETATION: -
Out of 100 respondents 75% are satisfied with the after sale services & 25% of
respondents are not satisfy with after sale service
45
7. FINDINGS
1. 90% of the respondents said that they have a colour television &10%
others.
3. Out of 100 respondent 75% satisfy with owned brand and 25% were
not satisfied.
4. 13% of the respondents said that the reason for the satisfaction is
good performance & 27% of the respondents said that the reason for
the satisfaction is good picture & 15% of respondents said that the
poor performance & 10% of the respondents said that the reason for
6. 40% of the respondents said that the low price is the factor which
20%have responded that exchange offer and free gift attract them
most.
8. The above table shown that majority of the respondents taken a help
9. The respondents were asked that which is the best CTV based on
size of the TV. 21” CTV was found to be the most preferred as 52%
CTV.
10.Out of 100 respondents 26 i.e. 26%have pointed out that they have
47
context. Credit facility has got very low rating as only two
11.The survey has revealed that out of 100 respondents 43 i.e. 43% of
the respondent came to know about the particular Brand from the
from hoardings, noticed while walking, and others .so it is clear that
to others.
12.The revealed that most of the purchases are need driven as 43%of
the respondents have replied that they have bought CTV when
13.12% of the respondents want good looks in Color TV & 45% want
good brand name as a feature in their Color TV & 20% want good
14.30% of the respondents are in favor of Sony & 25% are in favor of
48
15. 60% of the respondents said that they did not want to change their
current brand & 40% of the respondents said that they want to
16.29% of the respondents said that resale value is the reason to change
the current brand. & 6% of the respondents said that new features are
17.Out of 100 respondents 75% are satisfied with the after sale services
& 25% respondents are not satisfy with after sale service
49
8. LIMITATION
authentic and relevant information even then this study may have the
following limitations:-
1. This study cannot be generalized for all the consumers of CTV since
2. All the results and conclusion have been drawn based on information
50
9. RECOMMENDATIONS
Sony, LG, Samsung, Philips have been able to dominate the market
Campaign can play a very vital role in the increasing the share of brand in
the CTV market. Every manufacturing organization should have a
separate ‘advertisement cell’ with intelligent and experienced marketing
professional who should be made responsible of making advertisements
more attractive .eye catching and purposeful.
51
10. SUMMARY AND CONCLUSIONS
It has been observed from survey that Sony enjoys highest penetration
level, as 40% respondents own Sony, Samsung comes second as 25%
respondent owns it.
Majority of CTV owned by the respondent (about 77%) are of
capacity 21”, 20% are of size 25”.
Most of the Indian consumer purchases are need driven. 43% of the
respondents have replied that they bought CTV when need and there
was not any specific occasion. 27% bought on marriage occasion,
again this purchase s are need driven as at the time of marriage CTV is
purchased for dowry purpose.
Majority of respondents have pointed out that they bought CTV from
particular showroom because of competitive prices and authorized
dealership. This has been confirmed from the rating of factors
affecting choice of showroom/retailer as authorized dealer and
competitive price are two top factors. When it comes to the selection
of showroom after sales service is less important than above two
factors as it (after sale service) is considered the responsibility of
company. After sale, the company usually provides service.
After sale service, high quality, brand image, child lock are the most
significant factors influencing choice of brands with rating score more
than 700.
Attractiveness of model, picture quality, advanced technology,
warranty and looks have been found to be the moderately significant
with rating score between 500-700.
It has been clearly depicted from the study that level of satisfaction
among consumer is very high. Out of 100 respondents 83 i.e. 83%are
satisfied from the service of the showroom. So far as the satisfaction
from the brand /model owned 81 i.e.81%are satisfied. Good
performance, picture quality and good after sale service are the most
important reasons for the high level of satisfaction among the
consumer. 15 out of 19 are dissatisfied consumers pointed out that
obsolete model as a reason for their dissatisfaction. From this we can
interpret that taste for more features is growing among consumers.
Sony and Samsung are found to be the most preferred brands, whereas
preference for Videocon is minuscule. LG and Philips enjoy moderate
preference. Aiwa and Akai are less preferred brands.
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RATING TECHNIQUE
In this rating technique used respondents has to rate each and every
attribute factor on 10 point rating scale. Rating score by every respondent for
a particular attribute/factor is added to get final score for that attribute. That
final score is known as Rating Score. Because every respondent has to allot
score from 10 and sample is of 100 respondents. Thus final score of each and
every attribute is out of 1000.
RANKING TECHNIQUE
In this scores have been attached with every rank. The following table
shows Ranks and their score attached with respect to rank given by
respondents.
Rank 1 2 3 4 5 6 7 8 9 10 11
Score 10 9 8 7 6 5 4 3 2 1 0
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11. BIBLIOGRAPHY
The Bibliography is a list of books, magazines, journals, newspapers etc,
pertinent to the research, which the researcher has consulted.
4. Schiffman & Kanuk, Consumer behavior New Delhi,, PHI Pvt. Ltd.
Internet Resources
• www.blonnet.com/catalyst/
2002/02/21/stories/2002022100090200.htm
• www.marketingprofs.com/ea/qst_question.asp?qstID=2491
• www.blonnet.com/catalyst/
2004/11/25/stories/2004112500170200.htm
• www.indbazaar.com/consumerguide/index2.asp?ct=23
• http://services.oxfordjournals.org/cgi/searchresults
• http://journals.cambridge.org/action/displayAbstract
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12. QUESTIONNAIRE
Dear Respondent,
Thanks,
MANJEET SINGH
57
Q3. ARE YOU SATISFIED WITH THE BRAND OWNED?
59
Q9.WHAT ARE THE DIFFERENT SOURCES FROM WHERE YOU
GET THE INFORMATION REGARDING C.T.V?
(a) Word of mouth (b) Hoarding
(c) TV advertisement (d) Print ads
(e) Any others (Specify)
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Q13.IN FUTURE DO YOU WANT TO CHANGE YOUR BRAND?
(a) Yes (b) No
----- - - - - - - - - -- - - - - - -
DEMOGRAPHIC PROFILE:
NAME:
AGE:
OCCUPATION:
ADDRESS:
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