Professional Documents
Culture Documents
TERM PROJECT
SUBMISSION
Consumer Behaviour
PGP/19/182
PGP/19/186
PGP/19/187
PGP/19/188
PGP/19/249
PGP/19/253
Contents
INDIAN TELIVISION MARKET ................................................................................................................... 2
Size ...................................................................................................................................................... 2
Technology .......................................................................................................................................... 2
Price .................................................................................................................................................... 2
Major Growth Drivers ............................................................................................................................. 3
Major Players in India ............................................................................................................................. 3
Buying behavior of Television sets in India ............................................................................................. 3
Need for the product .......................................................................................................................... 3
Usage of the product and the decision making process ..................................................................... 4
Purchase criteria ................................................................................................................................. 5
Products given for analysis ..................................................................................................................... 5
LG Full HD and Ultra HD LED TV .......................................................................................................... 5
Sony Full HD and Ultra HD LED TV ...................................................................................................... 5
Analysis of TV advertisements ................................................................................................................ 6
Sony 2010 ......................................................................................................................................... 6
LG - 2013 LG 84 ULTRA HD TVC India.................................................................................................. 7
Analyzing the Print Ads ........................................................................................................................... 7
Product 1: LG Full HD TV and Ultra HD TV .......................................................................................... 7
Product 2: Sony Full HD TV and Ultra HD TV ...................................................................................... 9
Consumer level information research .................................................................................................. 10
Managerial Implications: ...................................................................................................................... 13
LG Full HD and Ultra HD TV ............................................................................................................... 13
SONY Full HD and Ultra HD TV .......................................................................................................... 14
Summary ........................................................................................................................................... 16
References
Size
Considered as one of the prime factor which drives the consumption behaviourof customers during
purchaisng stage. It has the capability of altering consumers decision at the buying time proviidng scope
for the retailers to do up selling. The reason being people having an emotional/ pshyoclogical connect
as they believe sizxe of the television can showcase their social status. Having said that, people are
nowadays also being specific about the thickness of the TV and the thinner it is, the more preffered it
is. We have a range of LED TVs existing in the market from 32-inch to as big as 6-inch.
Technology
Modern day televisions have a baffling array of abbreviations CRT, PLASMA, LED, LCD, OLED.
CRT Cathode Ray Tube (Old style robust TV that houses a screen and projector gun)
LCD Liquid Crystal Display (Special flat panel with liquid crystal)
LED Light Emitting Diodes ( Updated version of LCDs)
PLASMA Superior contrast & colour accuracy
OLED Organic Light emitting Diode (Super thin & flexible)
Price
With advent of new technology, the prices are positioned as low as 13,000 to lakhs of rupees. Basically,
the consumer has different options places at respective price he is affordable at. Also, the marketers
find it very difficult to differentiate among competitors and often find it challeneging to defend the price
they are quooting. For a mass consumer, it is very difficult to explain the technology embeded in it and
often the customer sees all the TVs of same type.
Sony
Samsung
Philips
Videocon
Micromax
Functional
Emotional
Stated
Unstated
Initiators
Information
gatherers
The mother or father firstly identifies the need of the product is the most based on the family
requirements
The head of the family such as father is the information gatherer as he gathers information
from his friends, family members, children etc.
Influence of society such family and friend is high for the product and brand selection
Influencers Online research, Youth members influence the purchase
Decision
Maker
Purchase criteria
Some of the parameters considered while making the decision about the purchase
are:
Product related
Performance
Design
Picture Quality
Sound Quality
Brand related
Brand reputation
After-sales services
Other factors
Price
Availability of product
Word-of-mouth and effectiveness of marketing campaigns
2.
3.
4.
5.
High Quality Display: It offers fine detail and exquisite colour providing greater
clarity, colour & contrast.
Android Enabled TV: It offers multi functionality with Android connectivity providing
effortlessly explore apps, games and the fast-growing choice of broadcast
Analysis of TV advertisements
https://www.youtube.com/watch?v=2cTU97d2oqw&list=PL5C0544D1C564CF0B&index=49
Sony 2010
Model - Sony BRAVIA Monolithic Design - Full HD
Plot of the advertisement: The advertisement starts with a statement on a plain screen that
2010 A new kind of TV is born. Then a model with a bright red dress with frills dancing subtly
resembling a fish in the black water and then the audience realize that it is a TV. The dance
continues and then the side view of the product is shown. Then the brand is shown with the
tagline. The very light and subtle music is added to the dance by the model adding to the
aesthetic sense with a bold voice telling the same sentence, 2010 A new kind of TV is born
and then the name of the model and the brand Monolithic Design - Full HD. The voice also
tells in the middle, beautiful, so beautiful in the same bold tone.
Cognitive and Affective Components: The affective component is very much minimal. The
advertisement shows the quality of color through the best red color and the movement of
the frills of the models dress indicates the sharpness of the picture. It also showcases of
slimness of a product at the end showing the side view of the television. The voice also talks
about the beauty of the image telling beautiful and so beautiful.
Positive and Negative reinforcement: This is neither a positive nor a negative reinforcement.
However, there is no sign of any negative aspect in the advertisement. It is just a little of
positive reinforcement showing that get this TV in your house or the commercial place to get
the experience of the best colours and the full High Definition Range of the TV with Monolithic
design.
Central and Peripheral route of persuasion: This is the central route of persuasion that is
used in the advertisement. There is no celebrity that is used in the advertisement. Even the
models face is not shown with great interest in the advertisement. It was just showing the
properties of the TV and the screen in the advertisement. Even the voice telling beautiful and
so beautiful is emphasizing the picture quality and the smartness of the image.
Consumer Insight by reverse engineering: I want to have the best sight and the happiness of
seeing a good quality image.
https://www.youtube.com/watch?v=SKu18v3dyMc
About the Ad
Advertisement 1
Advertisement 2
Cognitive
elements
Effective
elements
About the Ad
Advertisement 1
Advertisement 2
Cognitive
elements
Effective
elements
Sony Bravia 44
This is a household of 4 members containing mother, sister and 2 brothers. The elder
brother runs a mobile service store in Kunnamangalam area, near the bustand. Both the
brothers have been in the gulf for few years now. This product is being used for the past 1.5
years
Name: Ramshad Ismail
Age: 27
Education: B.Com
Marital Status: Single
1. Need Identification: the reasons behind buying the TV have been identified as follows,
a. TV was considered as basic necessity- an product that ought to be in the house
b. It was mainly bought for watching Malayalam news and IPL cricket in the
summers
c. Occasionally movies are also watched by the family members but the usage is
very limited
d. Had a perception that the house had to be decorated with a TV with high
aesthetics value
2. Information search
a. Identified the differences in LCD, LED monitors and variations in different models
offered in Sony brand
b. Internet was the primary source of to look up to customer reviews, product
specifications and other aspects. Only the sale was made in the shop but the
product evaluation happened via internet
c. Used Flipkart Compare option to evaluate other products
3. Evaluation of Alternatives
a. The consumer was very much influenced by the brand of Sony Bravia that he did
not consider any brand alternatives
b. He did face the conundrum of 40 vs. 44 TV but later settled for the bigger size
c. He had the information that Sony products are of high quality and that any
servicing in the event of malfunctioning would be taken care by onsite repair
service
4. Influence of Celebrities and Advertisements
a. The consumer never saw any advertisements about Sony Braves although he did
remember a Hrithik Roshan adv. Of its sister company-Sony Erricson
b. He does remember that he used to watch football matches of WC 2002 in his
neighbours TV which was of Sony and he always inspired to own one
LG LED TV 40
Name: Anu Johar
Age: 24
Technical Qualification: MBA
Marital Status: Single
1. Need Identification: The reasons behind buying the TV are as follows
a. The TV was initially envisaged to use it at an office location for their family
business but later was shifted from there to home
b. Mainly for the family members (mother and father) to watch news, movies,
comedy shows and other local channels. Occasionally also to watch soccer and
IPL cricket
2. Information Search:
a. Product search was mainly through friends and family suggestions
b. The consumer was price conscious and hence was looking for value for money
products
c. Did not use e-commerce websites but was relying heavily on newspaper advs. in
the festive season
3. Evaluation of Alternatives
a. Price was the first differentiating factor. Discount was the biggest deciding factor
b. Was insistent on buying a premium brand only and hence was evaluating LG,
Samsung, Sony
4. Influence of Celebrities and Advertisements
a. No celebrities and particular advertisements have been influential
b. The brand was considered premium and had expectations about the aesthetics
Managerial Implications:
Factors affecting Consumer Behaviour
Reference
Sub Culture
Social
Class
Culture
Culture
Groups
Social
Roles &
Status
Family
Occupation/
Economic
Beliefs &
Attitude
Motivation
Psychological
Brand
Perception
Lifestyle
Personal
Age &
Lifecycle
Stage
It focuses on the world Ultra and emphasises on the improved features of the TV
It conveys the idea of better clarity by showing still complex imagery
It also quantifies the clarity component and claims to be 4 times better
The TV has a differentiating factor of being smart which is not exuded in the
commercials
Its wide viewing angles are a plus for gamers which is realised by some customers
but not highlighted by LG
The Magic Remote features are not understood clearly by the customers
According to reviews, there are multiple issues of blank screen and high cost of
maintenance.
Solution Strategy:
LG should focus on after sales service and also avoid the bad mouthing on online
forums
It should also focus on the smart TV aspect and not only on the clarity
Its not easy for customers to appreciate the quality of images through
advertisement only as all the ads of other brands show similar ads. So trigger the
customer towards LG TV some other aspect need to be highlighted as well (example:
smart concept, sizes, viewing angles, recording, internet etc.)
The customers dont get to know much seeing the commercials. The buying pattern
is primarily dominated by word of mouth, good reviews and brand equity. But the
upcoming tech features need more explicit promulgation about the same.
Solution Strategy:
After sales service of Sony is very good. It should be highlighted on online platforms
It has the customer loyalty as per the online reviews and customer interviews. Also,
the average number of years for which Sony TV is used is more which can be
highlighted more.
Summary
Purchasing a Television which is a high involvement product is very important. It is hence
important to understand the customers needs, preference and requirements so that the
entire marketing strategy can be aligned.
Brand awareness, marketing campaigns and brand loyalty play important factor which can
affect the consumer buying behaviour while purchasing a L.E.D. Both Sony and LG are well
known brand and Full & Ultra HD TV are premium products from the players so the customer
do not mind paying high price for the brand they prefer. Considering that price does not play
a big factor in the decision making process for these economically well off consumers it is
imperative for the Brand is able to bring Product which meets customers expectation
Companies should put more focus on retaining the existing customers which will make the
customers loyal for their brand and thus they will also help in promotion through word of
mouth as found in this survey majority of the respondents who are satisfied with the brand
recommend that brand to others. Companies should also improve their after sales service as
the customers who are not satisfied with the after sales service of their current branded
television are not willing to purchase a high priced television of the same brand and thus it
causes an adverse effect on sales. Companies should focus more on the Picture quality, Sound
quality as these are two factors the most important to the customer wanting to purchase a
L.E.D television.
As there is very little impact of celebrity endorsing the brand on consumer brand preference
thus company can reduce the cost by not taking big celebrities to endorse their brand. Design
is also an important factor that a customer seeks so companies can bring more new Designs
to attract more customers.
References