A

Dissertation Report

On

Consumer Behaviour and Satisfaction

Regarding various brands of 21” colour television

At Jagadhri

SUBMITTED TO: KURUKSHETRA UNIVERSITY

KURUKSHETRA IN PARTIAL FULFILMENT FOR THE DEGREE OF

MASTER IN BUSINESS ADMINISTRATION (MBA)

Under supervision of: Submitted by:

Ms. Neeti Sharma Vikas Sudan

Lecturer of MBA S/o Sh. Barkat Ram Sharma

SDDIET BARWALA Univ.regi.no-03-my-861

Univ.roll no.

Swami Davi Dyal Institute of Engineering &Technology Barwala

(SDDIET)

(Affiliated to Kurukshetra University, Kurukshetra, Approved By AICTE)

PREFACE

Research work is management parlance is extremely important for a given

close view of the relatives of the real life business issues. For any management

student who is striving to perform outstandingly, it is of paramount importance

that apart from theoretical knowledge the most also gain some practical

knowledge. Survey report deals specially with providing an opportunity to

management students to have some exposure in real business world. My study

topic deals with analyzing the customer preferences in 21 flatron Television.

Television regarded as one of the major achievement of modern science

everywhere, in every nook and corner of the world. Television is such a powerful

media that it can make or mar any person, product, idea or service. The

attraction towards the product (TV) category is so great that it compelled me to

undertake the research work in this segment.

The main objective of dissertation and project i.e. familiarization with the

necessary theoretical input and to gain sufficient practical exposure to establish a

distant linkage between the conceptual knowledge acquired at the institute and

practicing these concepts.

The dissertation is concerned with the consumer behavior & satisfaction

regarding various brand of 21" Colour T.V. at Jagadhri. During my tenure of

destination, I studied the various elements of consumer behavior and deeply

analyzed the functions.

The objective of the survey is to analyze the brand awareness and brand

preference of customers in Television segment in Jagadhri.

Prior to making reference to working of the dissertation prepared the

analysis, feasibility and all other aspects were taken into consideration. The

dissertation shows the very aspect undertaken in context to21" Colour Television.

ACKNOWLEDGEMENT

I express my utmost gratitude and indebt ness to all who have contributed in

some way or the other and been linked with the project from day one.

From the core of my heart. I express my sincere thanks to Dr. Swita

Sharma(HOD), Tilak Raj Chadha Institute of Management And Technology

Yamuna Nagar for encouragement and guidance.

I would also like to thanks to Ms. Neeti (Lecturer) for her ready assistance,

interest and valuable suggestions.

I am extremely grateful to my parents, the respondents and all my

friends for their unconditional support and ready assistance

(Vikas Sudan)

STUDENT DECLARATION

I here declare that the project report title “Consumer Behaviour &

Satisfaction Regarding 21” Colour Television at Jagadhari”submitted

in partial fulfillment of the recuiretment for the Degree of Master of

Adnistration in Marketing /HR is record of bonafide research work

carried out by Vikas Sudan and that no part of this report has been

submitted for the award of any other diploma degree fellowship or

other similar title prize. The report is based on my personal opinion

here cannot be referred for official or legal purpose.

Vikas Sudan

Executive Summary

Management ideas without any action based on them mean nothing. That is why

practical experience is vital for any management studies. Theoretical studies in

the class room are not sufficient to understand the functioning climate and the

real problems coming in the way of management. So, practical exposures are

indispensable to such courses. Thus, practical experience acts as a supplement

to the classroom studies.

This report deals with “Consumer Behavior and Satisfaction

Regarding various brands of 21” flat colour television at jagadhri”

Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation. In a

competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key

element of business strategy.

The individual consumer has a set of preferences and values whose

determinations are outside the realm of economics. They are no doubt

dependent upon culture, education, and individual tastes, among a plethora of

other factors. The measure of these values in this model for a particular good is

in terms of the real opportunity cost to the consumer who purchases and

consumes the good.

In this era of cut throat competition, no company can even survive in the market

place without knowing its and its products strengths and weaknesses. It has to

fortify itself against threats from the environment and exploit its strengths or

increase profits. And in order to do so, the company has to conduct regular

surveys to know the customer’s opinions, needs, and preferences. This helps the

company to manufacture the product like wise for each customer’s expectations.

CONTENTS

1. Introduction

a. Introduction to Topic

b. Justification of Topic

2. Objective of Study

3. Literature Review

4. Research Methodology & Statistical Tools

a. Sample & Sampling Design

b. Area of Study

c. Statistical Tools

d. Data Collection Sources

d. Limitation

5. Data Analyzes & Interpretation

6. Findings

7. Suggestions & Recommendation

8. Appendix

a. Questioner

INTRODUCTION

INTRODUCTION OF TV

Profile of the study

Television as you know is one of the biggest sources of entertainment especially

in India. Where the income level of consumer is low.

India because of its huge population are burgeoning middle class of an

opportunity to the TV manufacturers to sell their products, but recently many TV

companies have suffered disappointment because there are so many consume

durable, which are fighting for moderate disposable income of the middle class.

So, in order to sell their products (TV etc.) the companies have to do a lot of

efforts. In other words, they have to adopt various promotional strategies in order

to attract the customers.

Consume Electronic or White goods Industries (mainly TV market)

The consumer electronic or white good industries are redeveloping in India and

development of such industries is making the companies to initiate some efforts

for promoting the sale of their products. The main reasons can be summed up as

under:

1. Increase of high disposable incomes.

2. Increase of transmission facilities.

3. Increasing demand of rural market.

4. Increasing income of middle class couple.

5. The Govt. liberalization policy for the free trade, less excise and

custom duties are attracting more of foreign giants like Akai,

Samsung, LG. Thomson, Panasonic, Daewoo, and Sony etc.

6. Many easy interest rates with long-term payable financial schemes.

7. Rapid increase in population also affects the growth of white

industries.

8. More attractive and discount offer by Indian and foreign companies

mainly in festive time, helps in the growth of the television market.

INTRODUCTION OF TV INDUSTRIES

Television in India has been in existence for three decades. For the first 17

years, it spread haltingly and transmission was mainly in black and white. The

thinkers and policy makers of the country, which had just been liberated from

centuries of colonial rule, frowned upon television, looking on at it as a luxury

Indians could do without. In 1955 a Cabinet decision was taken disallowing any

foreign investments in print media, which has since been followed religiously for

nearly 45 years. Sales of TV sets, as reflected by licenses issued to buyers were

just 7,36,615 until 1977.

Television has come to the forefront only in the past 15 years and more so in the

past seven. There have been two ignition points: the first in the eighties when

State-owned broadcaster Doordarshan (DD) introduced color TV during the 1982

Asian Games. It then proceeded to install transmitters nationwide rapidly for

terrestrial broadcasting. In this period no private enterprise was allowed to set up

TV stations or to transmit TV signals.

The second spark came in the early nineties with the broad cast of satellite TV by

foreign programmers like CNN followed by Star TV and a little later by domestic

channels such as Zee TV and Sun TV into Indian homes. Prior to this, Indian

viewers had to make do with DD's chosen fare, which was dull, non-commercial

in nature, directed towards only education and socio-economic development.

Entertainment programs were few and far between. And when the solitary few

serials like Hum Log (1984), and mythological dramas: Ramayana ((1987-88)

Mahabharata (1988-89) were televised, millions of viewers stayed glued to their

sets.

When, urban Indians learnt that it was possible to watch the Gulf War on

television, they rushed out and bought dishes for their homes. Others turned

entrepreneurs and started offering the signal to their neighbors by flinging cable

over treetops and verandahs. From the large metros satellite TV delivered via

cable moved into smaller towns, spurring the purchase of TV sets and even the

up gradation from black and white to colour TVs.

DD responded to this satellite TV invasion by launching an entertainment and

commercially driven channel and introduced entertainment programming on its

terrestrial network. This again fuelled the purchase of sets in the hinterlands

where cable TV was not available.

The initial success of the channels had a snowball effect: more foreign

programmers and Indian entrepreneurs flagged off their own versions. From two

channels prior to 1991, Indian viewers were exposed to more than 50 channels

by 1996. Software producers emerged to cater to the programming boom almost

overnight. Some talent came from the film industry, some from advertising and

some from journalism.

More and more people set up networks until there was a time DD responded to

this satellite TV invasion by launching an entertainment and commercial driven

channel and introduced entertainment programming on its terrestrial network.

This again fuelled the purchase of sets in the hinterlands where cable TV was not

available. From two channels prior to 1991, Indian viewers were exposed to more

than 50 channels by 1996.

The 1990's time period:

The production of TV sets plummeted to 4.5 millions units in 1991 due to higher

taxes and devaluation. The revival began in 1993 when import duties where

slashed on TV components and Sales Tax and excise duties were reduced. This

combined with rise in purchasing power in urban and rural areas, strong

replacement demand and market improvement in TV software provided a fillip to

the industry. The exchange offer and replacement schemes were earlier handled

by traders in small way the took on every attractive hue with manufacturers like

AKAI promoting these in you big way. There have been other reasons too. The

proliferation of satellite channels have also acted as an incentive explains K.S.

raman president of CETMA (Consume Electronics and TV Manufacturers

Association), the association of consumer electronic manufacturers: "These

schemes were helped along by the proliferation of satellite channels which made

even a two year only TV out dated as it did not have the S and HY bands to tune

in to all the channels offered by the cable networks. The replacement schemes

were also saved the consumer the trouble of finding a buyer. For his old TV set

for a decent price. This led to you proponent of purchase mainly this all activities

done though dealers. "The demand has improved since then to touch 7.9 million

units 1996-97. The period saw entry of MNC's which has altered the equations in

one industry.

BPL, VIDEOCON, SONY, SAMSUNG, LG in the industry has dominated

the scene in an oligopoly - the market in this manner is rarely seen in any other

sector of Indian industry. But now whose market seems to be ablaze with

aggressive marketing maneuvers by MNC hoarding, TV, spats, ads, etc.

1. BPL (BRITISH PHYSICAL LABORATOURIES):

BPL was set up by an NRI TPG Nambiar in 1961 and three decades later group

is in to automation, communication, computer, components have appliances and

refrigerators with a combined group turnover of Rs. 2700 crores, A and M

ORGMARG ranked BPL as India's most admired consume durables marketing

company in 1997.

Apart from CTV's, BPL portfolio include B and W TVs, Audio, VCRs, Washing

machines, Vacuum cleaners, Refrigerators, Microwave Ovens, Gas stove, Excel

alkaline cell, Telephone instruments, Cellular services, Paging and Professional

electronic products among other things, BPL CTV sales stood at 5.5 lakh CTV

BPL expanded in market share to 21% in CTV market. It has been increasing its

market share every year, even during the reversionary hears. it is a very strong

comp any with tremendous brand equity and a great reputation for reliability and

quality.

Major New Products:

Include 14 inch TNT, 21 inch F and FST, BPL< DOCBY PROLOG, HOME

THEATRE, 3-DTV.

Turbo Tough (20")

Budget line (20", 21")

Private (14")

Bazooka (21")

Various brands of 21"flatCTV are:

CV 21 AF 38

CV 21 AFI

CV 21 NF2

STRENGTHS:

1. Second in term of market share.

2. Every high brand awareness in the market.

3. Enjoys high corporate premium in the region.

4. Strong distribution network in the region.

5. Positioned as a premium brand in the market and has been

accepted.

WEAKNESSES:

1. No technological USP over the multinationals.

2. Multi dealer policy is eroding the dealer's confidence and they are

opting for other brand on the counter.

3. No response to the onslaught on the global brands.

2. VIDEOCON:

TIE UP : TOSHIBA OF JAPAN

MARKET SHARE : MARKET LEADER

The Videocon group was founded by "Dhoot Brother" with Venugopal Dhoot as

Chairman the three Dhoot Brothers started off by making light dimmers in a small

shed in Ahmednagar in 1947 and it was in 1984, they started CTV manufacturing

by borrowing 60 lakh from their father and a 3 crore SBI laon. Besides TV's they

are also into business of home applicances, Video Cassettes, VCR's Glass and

fianance.

Videocon is an extremely aggressive player in the market. It has a track record of

surprising its competitors and making drastic decisions overnight. It has acquired

huge brand equity as well.

Videocon joined the industry at about the same time BPL. Although it

started off as market leader, it lost its leadership to BPL around 1991. But now it

has regained its prominent position in both the CTV and B&W TV markets. It sold

some 6.0 million TV sets in 2001. This is attributed mainly to its introduction of

the budget line range, economy range, and due to dealer push and marketing

skills.

STRENGTHS:

1. Market leader.

2. Largest brand awareness.

3. Strong distribution channels.

4. Strong U.S.P. because of pricing strategy.

5. Presence in various home applications and consumer product.

WEAKNESSES:

1. Has remained as an economy brand in the market.

2. Multi dealer policy in each town is eroding dealers confidence.

Various 21" Flat Colour Television

5504 QST - Bozon Flat

5512 QST- Pure Flat TV

5548 QST- Bazomba

5453QST- Challenger

3. SONY :

Entry of Sony is posing a major threat to the existing TV brands. It has set up an

independent manufacturing facility and currently has an import content of 99%.

This level is expected to go down to 80%. The company produced around 50,000

units in 1995 and increased to 1 million in 2000-2001. By that time is aiming for a

market share of 30%.

Sony enjoys high brand recall among Indian consumers. It is perceived as being

of superior quality and technologically advancede.

Various 21" Flat Colour Television

KV- AR 212M83

KV- HP 21 M83

KV- SW 21 M80

KV- B221M80

4. LG:- (Life Good)

The South Korean consumer electronics giant Goldstar has entered India

with a tie-up through Bestavision Electronics Ltd. The Tie-up covers

bgrand licensing and technological assistance. This group has already

appointed 800 dealers allover India and has ahead start over other new

entrants.

VARIOUS MODELS

Flatron GE

Maestro GE

GE Swing

GE Pride

GE Supreme

GE Plus

Joy Max

Sampoorna III

Home Cinema

Various 21" Flat Colour Television

21FC80Q

21fa20vc

21FC20KQ

21FD20VE

5. SAMSUNG :

The consumer electronics and white goods major Samsung India Electronics'

(SIEL) has so far invested nearly Rs. 100 crore in the country. It achieved a

turnover of 540 crores in the year 1998. This shows a growth of 37% over 1997.

In 1998 the sales contribution from the various parts of India was as follows:

Eastern India 7% Northern India 44%

Western India 24% Southern India 25%

Samsung India Electronics (SIEL) turnover has risen more than 156 per cent to

Rs. 400 crore in 1997 from Rs. 156 crore the previous year. The company, in its

third year of operation, has reached a break-even point with more than 80% of its

revenues coming from audio and visual segment. At the end of 1997-98 fiscal,

the company's accumulated losses stood at $2 million, while its reserves were

Rs. 556 crore. Through a fresh issue of preference shares at par, Samsung

Electronics Company is hiking its stake in the India subsidiary form 51 per cent to

74 percent.

Various 21" Flat Colour Television

21K5

21K10

21T4

21M21

21K3

Customer satisfaction

Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is seen

as a key performance indicator within business and is part of the four

perspectives of a Balanced Scorecard. In a competitive marketplace where

businesses compete for customers, customer satisfaction is seen as a key

differentiator and increasingly has become a key element of business strategy.

Satisfaction is a person’s feeling of pleasure and disappointment resulting from

comparing a product’s perceived performance in relation to his or her

expectations. It is only the customer delight that marketer aims for. Increasing

competition (whether for-profit or nonprofit) is forcing businesses to pay much

more attention to satisfying customers. (It may help the reader to notice the role

of customer satisfaction in the overall context of product or service development

and management. See Product/Service Management. Also notice the Related

Info (including customer service) in the library.

Measuring customer satisfaction4

Organizations are increasingly interested in retaining existing customers while

targeting non-customers; measuring customer satisfaction provides an indication

of how successful the organization is at providing products and/or services to the

marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and

product/service to product/service. The state of satisfaction depends on a

number of both psychological and physical variables which correlate with

satisfaction behaviors such as return and recommend rate. The level of

satisfaction can also vary depending on other options the customer may have

and other products against which the customer can compare the organization's

products.

Because satisfaction is basically a psychological state, care should be taken in

the effort of quantitative measurement, although a large quantity of research in

this area has recently been developed. Work done by Berry, Brodeur between

1990 and 1998 defined ten 'Quality Values' which influence satisfaction behavior,

further expanded by Berry in 2002 and known as the ten domains of satisfaction.

These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency,

Ease of Access, Environment, Inter-departmental Teamwork, Front line Service

Behaviors, Commitment to the Customer and Innovation. These factors are

emphasized for continuous improvement and organizational change

measurement and are most often utilized to develop the architecture for

satisfaction measurement as an integrated model. The usual measures of

customer satisfaction involve a survey with a set of statements using a Likert

Technique or scale. The customer is asked to evaluate each statement and in

term of their perception and expectation the of the performance of the

organisation being measured.

Customer Satisfaction – a Critical Component of Profitability 4

Exceptional customer service results in greater customer retention, which in turn

results in higher profitability. Customer loyalty is a major contributor to

sustainable profit growth. To achieve success, you must make superior service

second nature of your organization. A seamless integration of all components in

the service-profit chain – employee satisfaction, value creation, customer

satisfaction, customer loyalty, and profit and growth – links all the critical

dynamics of top customer service.

Sadly, mature companies often forget or forsake the thing that made them

successful in the first place: a customer-centric business model. They lose focus

on the customer and start focusing on the bottom line and quarterly results. They

look for ways to cut costs or increase revenues, often at the expense of the

customer.

They forget that satisfying customer needs and continuous value innovation is

the only path to sustainable growth. This creates opportunities for new, smaller

companies to emulate and improve upon what made their bigger competitors

successful in the first place and steal their customers

OBJECTIVE OF THE

STUDY

OBJECTIVE OF THE STUDY

Consumer satisfaction procedure has a great importance in every organization.

The objectives are set up in the start of the study, because on the basis of these

objectives we have to do the research work. There are two types of

objectives .these are summarized as under

Primary Objective:-

To know the impact of various external factors on buying behavior of

consumer.

Quality

Price

Brand name

Scheme

Technology

Secondary Objectives:-

To study the satisfaction level with after sales service of company.

To make suggestions to company to improve the level of satisfaction

among customers.

To know the price effect on the purchase of colour TV.

To find the cause behind choice of particular brand of 21"flat CTV and

reasons to switch over by consumer.

Literature review

Literature review

Websites

1. http://www.ciadvertising.org/sa/fall_05/adv380j/gaemi/final/home.htm-

consumer1 from this site I have gathered the information about the

consumer preference.

2. http://madeinatlantis.com/smartshopping/

new_products_consumer_preferences.htm2 from this site I have gathered

the information about the consumer preference about the new products

that are being launched by these companies into the markets.

3. www.1000ventures.com/business_guide/crosscuttings/

customer _ satisfaction .html 3 from this site I have gathered the

information about the customer satisfaction

4. http://en.wikipedia.org/wiki/Customer_satisfaction 4- From this site I have

taken the matter regarding how to measure customer satisfaction and how

it is a a component of profitability.

5. 5. http://www.LG.com/dist.asp 5

From this site i have taken the matter regarding the distribution policy of the

LG CTV company.

6. http://www.Videocon.com 6 : I have taken the matter regarding the

general information about the Videocon Company

7. http://www.Samsung.com/ 7: from this site I have gathered the information

regarding the various products that they are providing to the customers.

8. http://www.BPL.com/ 8 : I have taken the matter regarding the general

information about the BPL and the history of the BPL group

9. http://www.Sony.com 9: I have taken the matter regarding the general

information of Sony company product.

BOOKS:

Suja R. Nair, Consumer Behaviour in Indian Perspectives (First

Edition: 2001), Himalaya Publishing House, Mumbai-400004. Chapter

1, PP 3-6.10

“Factors influencing consumer behaviour, Decision making, Concept of

consumer behaviour” is studied to know about the various factors those

effects the consumer behaviour these can be external as well as internal”

Leon G. Schiff man and Lesli Lazar kanauk, Consumer Behaviour,

Eight Edition, Prentice Hall of India, New Delhi, PP 8,9,11,19,20.11

Study of the customer behaviour is the study of how individuals make

decisions to spend their available resources (Time, Money and Efforts) on

consumption related items. It includes the study what they buy, when they

buy it, when they buy it, where they buy it, how often they buy it and how

often they use it.

G.C. Beri, Marketing research, Third Edition, Tata Mc graw Hill

Publications PP 95-98,233.12

Matter regarding the sampling size decisions, determination of sample

size and other sampling methods.

Kothari, C.R, Research methodology, methods & techniques, new

age international ltd. Publishers, Second edition, P.no27-42.13

“Methods of data collection, collection of data through Questionnaire,

collection of secondary data” are referred before the data collection from

this book” Decisions regarding what, where, when, how much, by what

means concerning an enquiry or a research study constitute a research

design

Gupta, S.P. Stastical methods and techniques, Sultan Chand & Sons.

Educational Publishers, New Delhi,P.no237-241,628-629 14

From this book I have taken the matter regarding the hypothesising testing

and what should be the size of the sample for the application.

Jain,T.R, Statistics for MBA,V.K.(India) enterprises, New

Delhi.,edition2006-07,P.no 135-13715

From this book I have taken the matter regarding the multiple correlations

and their use

1. Sampling, Business Research, June 2005, pp 3116- From this magazine

I have taken the matter regarding the sampling size and the sampling size

determination.

2. Chandra Suresh Indian Journal Of Marketing – xxxv edition January

2006, P no. 35:17

From this very journal I took the information about various marketing

concepts

3. Suresh k Advertising Express-February 2006, Traditional Mass

Media, February 2006Vol. 15 No. 3, Page 3518: from this site I have

taken the information related to various advertising media and concept.

RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

Research methodology is systematically solving the research problem. It may

be understand as science of studying how research is done scientifically. In it

we study the various steps that are generally adopted by the researcher in

studying his research problem along with logic behind them.

Hypothesis

H0 = after sale service and consumer behavior are Correlated.

H1= after sale service and consumer behavior are not

Correlated.

Research purpose can be divided into four categories:

Exploratory research

Descriptive research

Diagnostic research

Hypothesis research

Exploratory research :

It is also termed as formulate research the main purpose of such research is

to gain familiarity with a phenomenon or to achieve new insights.

Descriptive research:

This portrays the particular characteristics of a particular individual situation or

a group.

Diagnostic research:

To determine the frequency something occurred or which associated with

something else.

Hypothesis testing research:

To test hypothesis of a casual relationship between variables.

Sampling and Sampling design

Sampling may be defined as the selection of some part of an aggregate or totality

on the basis of which a judgment or inference about the aggregate or totality is

made. In simple words, it is the process of obtaining information about the

population by examining only a part of it.

The sampling procedure followed is as follows:

1. Identification of the Universe: The universe to be studied is the whole

population of Orient Craft Ltd from where the information has been sought

.

2. Defining a Sampling unit : Here the sampling unit is the same population of

the company. Various personnel who gave me information regarding their own.

3. Determining the size of the sample : Taking into consideration the size of

the population , the population variance , cost involved and the requirements of

efficiency , representative ness , reliability , flexibility , and the parameters of

interest in the research , the sample size selected was 100.

Analytical Tools

After collection of data another work necessary for any data collector is to

correctly analysis that data. So statistical tolls helps us to correctly analysis the

data .As I am here using the software for analysis of the data XLSTAT. I will use

following statistical tools:

Multi Dimension Scaling :

Multidimensional scaling (MDS) is a method for analyzing a (similarity or

dissimilarity) proximity matrix based on a set of observations. The purpose of

MDS is to model the proximity of observations in order to represent them as

accurately as possible in a limited number of dimensions (usually 2). There are

different MDS algorithms: XLSTAT uses the SMACOF (Scaling by Major zing a

Convex Function) algorithm that minimizes the "normalized stress" function.

Furthermore, there are several MDS models (or representation functions), i.e.

several ways to transform the dissimilarities into disparities. The disparities are

the distances that describe the optimal representation for the observations. The

difference between the disparities and the distances measured on the

representation resulting from the MDS is called the stress: the lower the stress,

the better the representation of the observations.

Hypothesis Testing

Chi-square test is used when the set of observed frequencies obtained after

experimentation have to be supported by hypothesis or theory. The test is

known as X2- test of goodness of fit and is used to test if the deviation between

observation (experiment) and theory may be attributed to chance (fluctuations of

sampling).χ2 also enables us to explain whether or not two attributes are

associated or related to each other.

To test the goodness of fit

The null and alternative hypothesis to be tested is as follows:

Null Hypothesis Ho: There is no significant difference between the sample

statistic and the population parameter.

Alternative Hypothesis H1: There is significant difference between the sample

statistic and the population parameter.

Procedure:

(1) Set up the null hypothesis that there is no significant

difference between the observed and expected value.

(2) We compute the value of CHI- square by using the formula

CHI-square = ∑ χ2=Σ (( Oi- Ei)2/Ei)

O- Observed value

E- Expected value

Degree of freedoms=(R-1)(C-1)

Level of significance=5

LIKERT SCALE :

A Likert scale is a type of psychometric response scale often used in

questionnaires, and is the most widely used scale in survey research.

When responding to a Likert questionnaire item, respondents specify their

level of agreement to a statement. The scale is named after Rensis Likert,

who published a report describing its use.

A important distinction must be made between a Likert Scale and a Likert item.

The Likert Scale is the sum of responses on several Likert items. Because

Likert items are often accompanied by a visual analog scale (e.g., a horizontal

line, on which a subject indicates his or her response by circling or checking tick-

marks), the items are sometimes called scales themselves. This is the source of

much confusion; it is better, therefore, to reserve the word 'Likert scale' to apply

to the summated scale, and 'Likert item' to refer to an individual item.

A Likert item is a statement. The respondent is asked to indicate his or her

degree of agreement with the statement or any kind of subjective or objective

evaluation of the statement. Often ordered five response levels are used,

however many psychometricians advocate using a seven or nine levels. A recent

empirical study showed that data from 5-level, 7-level and 10-level items showed

very similar characteristics in terms of mean, variance, skewness and kurtosis

after a simple transformation was applied. Example of a five-level Likert item:

1. Strongly disagree

2. Disagree

3. Neither agree nor disagree

4. Agree

5. Strongly agree

Likert scaling is a bipolar scaling method, measuring either positive or negative

response to a statement. Sometimes a four-point scale is used; this is a

forced choice method since the middle option of "Neither agree nor

disagree" is not available. Likert scales may be subject to distortion from

several causes. Respondents may avoid using extreme response

categories (central tendency bias); agree with statements as presented

(acquiescence bias); or try to portray themselves or their organization in a

more favorable light (social desirability bias).

Area of Study:

To analyze the consumers preference with regard to 21"flat cokour TV, of the

residents of Yamuna Nagar ,sample survey method has been implemented.

Though other methods important, this method is given prime significance in

modern research because of its extensive use to study the relationship of

different factors, attitudes and practices of society and to explore the

problems that cannot be treated by experiment methods.

Data Collection

Data collection is known as the process of taking the views of the different

respondent about the given phenomenon. This is also very difficult to ask as first

of all we have decided that what type of the questions should be included in the

questionnaire so that the respondents are able to give the correct answer to the

researcher. There should not be any linguistic problems in understanding the

meaning of the question in the questionnaire.

Questionnaire:-

Questionnaire is he standard form of he document that is used for the collection

of the data from the respondents. The method includes a set of he questions that

are selected by the panel of the judges and is sent to the respondents for taking

their response. This method is very important the Govt. Project, the Private

company where the company gets the response about their products from the

consumers, So that they can improve the quality of their products by adding or

deleting some of the feature that the required by the consumers.

LIMITATIONS

The primary limitation was the small size of customer so due to small

samples out of big universe the results may not be completely correct.

Some of the respondent through me as representative of the company,

hence instead of answering my question they put than question to me and

expected me to answer than.

Most of people were at their work they did not have time to give all replies.

Time period was very short.

The chances of personal prejudice and bias are possible at respondent

level.

The people were quite hesitant in inquiring exact data regarding their

income level.

The primary limitation was the limited area of the research so due to small

area out of the country the results may not be completely correct.

The secondary limitation was the small size of customer so due to small

samples out of big universe the results may not be completely correct

The chances of personal prejudice and bias are possible at respondent

level. Also the people were quite hesitant in inquiring exact data regarding

their income level.

Most of people were at their work they did not have time to give all replies.

Also time period was very short.

DATA ANALYZES

&

INTERPRETATION

Results & Discussions

The analyzed date performing to brand ownership, preferred features, role play in

decision making by the head of the family, grand lady etc., awareness about CTV

brands, price influence on purchase behaviour, customer satisfaction etc

revealed an interesting out come which are discussed as under different context.

1) Brand owner (%)

Owner(%)

29 2414 10

22

0

1020

30

40

Owner(%)

The above results reveal that most a large number of people i.e.29% owned LG

CTV. 24% people owned Samsung CTV, 22% people owned BPL CTV, 14%

people owned Sony CTV, and 10% people owned Videocon CTV. This means

that different customer have different point of view regarding different CTV

companies.

Brand Name Owner (%)

LG 29

Samsung 24

Sony 14

Videocon 10

BPL 22

2) Preferable feature by customer (%)

Features Preferred by customers (%)

Price 22

Brand Name 26

Technology 30

Quality 13

Scheme 9

preferred by customers(%)

22 26 3013 90

10203040

preferred bycustomers(%)

The above results reveal that while purchasing Colour television a large number

i.e.30% of customer preferred the technology of colour television, 22% customer

preferred the price, 26% customer preferred brand name. This also shows that

different customer have different point of view.

3) Role plays in decision making (%)

Players Role play (%)

Head of Family 23

Children 22

lady 27

Grand Lady 13

Combined 9

Any other 6

Role play(%)

23

2227

13

9 6 Head of Family

Children

lady

Grand Lady

Combined

Any other

The above results reveal that while taking decision to purchase the CTV most of

the customer wants to consult with their ladies.27% of the customer consult with

their ladies.23% of the customer consult with their head of the family.This also

shows that different customer have different point of view.

4) Knowing (%) of CTV brands

Means Knowing (%)

Through Friends 25

Family Members 22

Advertisement 31

Publicity 12

Any other 9

Knowing(%)

25

2231

129

ThroughFriends

FamilyMembers

Advertisement

Publicity

Any other

The above Pie chart reveals that a large number of the people i.e. 30% come to

know with these brands with the help of advertisement and 25% of the people

through friends and 22% of the people by family members.

5) Media’s influence on purchase behavior (%)

Media

Influence

Behavior(%)

T V 33

Hording 22

Newspaper 26

Magazine 14

Wall painting 5

Influence Behaviour(%)

33

22

26

145

T V

Hording

Newspaper

Magazine

Wallpainting

The above Pie chart reveals that televisions plays important role in influencing

the purchase behavior of the customer.33% of the customer influenced through

television.26% of the customer influence through magazine.

6) Involvement in purchasing (%)

Involvement In Purchasing (%)

More involvement 18

Normal involvement 32

less involvement 28

No involvement 22

18

3228

22

05

101520253035

Mor

ein

volv

emen

t

Norm

alin

volv

emen

t

less

invo

lvem

ent

Noin

volv

emen

tSeries1

Series2

The above results reveal that 32% of the customers have normal involvement in

purchasing of Flat colour television. 28% of the customers have less involvement

in purchasing of Flat colour television. Thus this means that different people have

different point of view.

7) Price influence on purchase behavior (%)

Price influence Purchase Behavior (%)

Very High 13

High Average 27

Average 24

Average Low 20

Low 16

Purchase Behaviour(%)

13

27

24

20

16 Very High

High Average

Average

Average Low

Low

The above Pie chart reveals that a large number of customers i.e. 27% are highly

influenced by the price. Only 16% of the customers are low influenced by the

price. This means that most of the customer are influenced by the price.

8) Role of advertisement (%)

Opinion

Role of

Advertisement

Provides important details 16

Creates Awareness 27

Give information 22

Convenience in Purchase 21

Misleading 14

corrospondence

16

27

22

21

14

Provides importantdetails

CreatesAwareness

Give information

Convenience inPurchase

Misleading

The above results reveal that advertisement plays an important role in decision-

making. Most of the people’s i.e.27% opinioned that advertisements create

awareness, which is necessary for the customer’s point of view.

9) Maximum benefits to customers by companies

Benefits(%)

28

2022

18

12 LG

Samsung

Sony

Videocon

BOL

The above Pie chart reveals that LG Company provides maximum benefits to

their customersi.e.28%. BPL Company provides 12% benefits to their customers

which are very less for the point of view of customer.

Company Benefits to customers (%)

LG 28

Samsung 20

Sony 22

Videocon 18

BPL 12

10) Promotional activities adopted by companies

Promotion Activities Awareness (%)

Yes 65

No 35

Awareness(%)

65

35

0 20 40 60 80

Yes

No

Awareness(%)

This diagram revels that 65% of the customers are aware about the different

promotion activities which are adopted by different companies.35% of the people

are not aware about this activities.

11) Preference to change the Brand (%)

Preference Change (%)

Sure 12

Often 22

Neutral 18

Not Sure 28

Never 20

12

2218

28

20

0

5

10

15

20

25

30

Sure Often Neutral Not Sure Never

Series1

The above results reveal that only 12% of the peoples want to change their CTV

if other brands offering those attractive schemes. But 28% of the people are not

sure about that. They don’t want to change their brand.

12) Post purchase experience in purchasing (%)

Experience In Purchasing (%)

Excellent 17

Very Good 18

Good 24

Average 26

Poor 15

17 18

24 26

15

05

1015202530

Series1

The above results reveal that post purchase experience of most of the peoples

are averagei.e26(%). Only 17% of the peoples have excellent experience in

purchasing.

13) Behavior of customer towards brand (%)

Behavior Level

Behavior of

customer

towards

brand (%)

Strongly recommend 13

Moderately Recommend 27

Neutral 24

Not recommend 20

Never recommend 16

13

27

24

20

16

Stronglyrecommend

ModeratelyRecommend

Neutral

Not recommend

Never recommendThe above Pie chart reveals that 27% of the customers are moderately

recommended their CTV brand they are purchased. 24% of the customers are

neutral recommend their CTV brand they are purchased.20% of the customers

are not recommended their CTV brands.

14) Customer satisfaction towards CTV

Satisfaction level

Customer

Satisfaction (%)

Highly Satisfied 25

Satisfied 23

Average 27

Less Satisfied 14

Poor 11

25

2327

14

11

Highly Satisfied

Satisfied

Average

Less Satisfied

Poor

The above results reveal that 27% of customers are average satisfied with the

CTV they are purchased. This means that customer satisfaction level is average.

25% of customers are highly satisfied with the CTV they are purchased.

15) Ranks given by groups to CTV companies

Companie

s

Rank

G1 G2 G3 G4 G5

LG 28 26 27 25 30

Samsung 22 20 13 22 18

Sony 18 22 20 11 16

Videocon 20 16 18 22 24

BPL 12 16 22 20 12

05

101520253035

Rank G1

G2 G3 G4 G5

LG

Samsung

Sony

Videocon

BPL

The above results reveal that all the groups give highest rank to the LG CTV

Company. This means that most of the customer gives highest preference to LG

CTV Company. After that customers give lower rank to Videocon CTV.

MultiDimensional Scaling

Ranks given by groups to CTV companies

Hypothesis Testing

Lets take the hypothesis as :-

H0 = Let there is correlation between various factors like

quality, price, brand, scheme, technology and C.T.V purchase.

H1 = There is no correlation between various factors like

quality, price, brand, scheme, technology and C.T.V purchase.

Companie

s

Rank

G1 G2 G3 G4 G5

LG 28 26 27 25 30

Samsung 22 20 13 22 18

Sony 18 22 20 11 16

Videocon 20 16 18 22 24

BPL 12 16 22 20 12

X

Dx

Y

Dy

SAMSUNG LG VIDEO-

CON

BPL SONY

+2 +1 0 -1 -2 f fdy fdy2 fdxdy

QUALITY +2 8

(32)

8

(16)

4

(0)

4

(-8)

4

(-16)

28 56 11

2

24

PRICE +1 6

(12)

10

(10)

6

(0)

2

(-2)

2

(-4)

26 26 26 16

BRAND NAME 0 6

(0)

6

(0)

4

(0)

4

(0)

2

(0)

22 0 0 0

SCHEME -1 2

(-4)

2

(-2)

4

(0)

6

(6)`

2

(4)

16 -

16

16 4

TECNOLOGY -2 0

(0)

2

(-4)

2

(0)

6

(12)

6

(24)

16 -

32

64 32

f 22 28 20 22 16 10

8

34 21

8

76

fdx 44 28 0 -22 -32 18

fdx2 88 28 0 22 64 20

2

fdxdy 40 20 0 8 8 76

Coefficient of Correlation =

N fdxdy - fdx fdy

r = Nfdx2-(fdx)2 Nfdy2-(fdy)2

r = 108x76 – (18)(34)__________

108x202-(18)2 108x218-(34)2

r = 8208_____

146.6 x 149.62

= 8208___ = 0.3741

21935.2

There is positive correlation between various factors, which I

considered, and the CTV purchase.

Let us take the hypothesis that there is association between CTV

purchased and price influence.

Price Influence on Color Television

CTV

Brand

High High

Avg.

Average Avg. Low Low

Samsung 0 4 6 4 2

LG 2 2 4 4 2

Videocon 4 0 2 2 4

BPL 0 4 6 4 2

Sony 4 2 4 0 2

Total 10 12 22 14 14

Price Influence on Color Television

CTV

Brand

High High

Avg.

Average Avg. Low Low

Samsung 2.28 2.74 5.03 3.2 2.74

LG 2 2.4 4.4 2.8 2.4

Videocon 1.72 2.06 3.77 2.4 2.06

BPL 2.28 2.74 5.03 3.2 2.74

Sony 1.72 2.06 3.77 2.4 2.06

Total 10 12 22 14 12

Observed

Value

Expected

value (O-E)2 (O-E)2/E

0 2.28 5.20 2.28

2 2 0.00 0.00

4 1.72 5.20 3.02

0 2.28 5.20 2.28

4 1.72 5.20 3.02

4 2.74 1.59 0.58

2 2.4 0.16 0.07

0 2.06 4.24 2.06

4 2.74 1.59 0.58

2 2.06 0.00 0.00

6 5.03 0.94 0.19

4 4.4 0.16 0.04

2 3.77 3.13 0.83

6 5.03 0.94 0.19

4 3.77 0.05 0.01

4 3.2 0.64 0.20

4 2.8 1.44 0.51

2 2.4 0.16 0.07

4 3.2 0.64 0.20

0 2.4 5.76 2.40

2 2.74 0.55 0.20

2 2.4 0.16 0.07

4 2.06 3.76 1.83

2 2.74 0.55 0.20

2 2.06 0.00 0.00

20.83

2 Calculated = 20.83

V = (r-1) (c-1) = (5-1) (4-1) = 16

for V = 16 2 0.05 table value = 26.3

So, 2 0.05 table value greater than 2 calculated value so

hypothesis is accepted and there is positive relation between price

influence and CTV purchased.

Likert Scaling

Are you satisfied with the CTV that you have purchased?

Satisfaction level

Customer

Satisfaction (%)

Highly Satisfied 25

Satisfied 23

Average 27

Less Satisfied 14

Poor 11

25

2327

14

11

Highly Satisfied

Satisfied

Average

Less Satisfied

Poor

The above result revels that 27% of customers are average satisfied with the

CTV they are purchased. This means that customer satisfaction level is average.

25% of customers are highly satisfied with the CTV they are purchased.

25 23 27 14 11

5 4 3 2 1

Highly Satisfied average satisfied less satisfied Poor

Satisfied

100*5=500 Highly satisfied

100*4=400 Satisfied

100*3=300 average satisfied

100*2=200 less satisfied

100*1=100 Poor

25*5 +23*4 +27*3 +14*2 +11*1 = 337

Here the score is 337 that lies between 300 & 400, So the consumer are satisfied

with the CTV they are purchased.

FINDINGS

FINDINGS

Mostly the purchasing of TV done by combined decision of family. Head of

family is also taking the important role in decision making in CTV

purchase.

Quality of T.V. is most preferred features which the costumers consider

during purchase of CTV followed by brand name and price.

Price has a significant influence on the purchase of T.V. because of in

Yamuna Nagar large population belongs to medium class family.

Price also play a measure role in switching over in another brand C.T.V.

by customers. References group also has significant effect on switching

decisions.

If we see the after sales service of the companies most of the people are

satisfied with the after sales services of the their T.V

After sales service SAMSUNG has gain rank 1 followed by BPL, LG,

SONY and VIDEOCON.

Coupon & exchange offer are the most preferred schemes consider by

consumer during purchase because they attract the customer quickly

Consumer gives preferences to the CTV companies on the basis of brand

image and durability

Most of the CTV Companies are spending lot on the promotion activities to

increase the brand awareness.

When it comes to giving benefits to customers sample thinks that LG CTV

Company provides the maximum benefits.

,

SUGGESTIONS

Manufacturers most try to improve upon after sales service which is

measure calls for repurchase of brand.

Scheme like coupon free gift should be provided to the customers.

Quality should be improved and new technology should be adopted.

Price has significant influence in purchasing so it is require that company

should try to cut out their cost like by reducing cost of advertisement.

Companies most take a step to improve the dealership network and

service station and required to putting afford for motivation through

demonstrations.

CONCLUSION

CONCLUSION

After analysis observed that the main points of consideration buying a CTV are

price and the brand. It is generally the trade off between these two, which

determines the purchase.

The entry of foreign companies and the revival by domestic player has provided

the Indian consumer with plethora of opportunities to choose from in addition to

creating clutter. Thus consumers are definitely not brand loyal while purchasing

CTV.

More customers of Indian Market lie in the middle class and hence they prefer

product of competitive price. Consumer generally prefers to buy a brand with

high quality features at less price. The purchase decision of the consumer is

affected by the brand and price of the product.

After sale service, price and quality play in important role in the purchasing

decision of CTV in Yamuna Nagar and promotional schemes like coupon, free

gift, exchange offer, guaranty, play important role in attracting the customer to

purchase new colour Television.

Bibliography

Bibliography

Websites

1. http://www.ciadvertising.org/sa/fall_05/adv380j/gaemi/final/home.htm-

consumer

2. http://madeinatlantis.com/smartshopping/

new_products_consumer_preferences.htm

3. www.1000ventures.com/business_guide/crosscuttings/

customer _ satisfaction .html

4. http://en.wikipedia.org/wiki/Customer_satisfaction

5. 5. http://www.LG.com/dist.as

6. http://www.Videocon.com :

7. http://www.Samsung.com/

8. http://www.BPL.com/

9. http://www.Sony.com

BOOKS:

Suja R. Nair, Consumer Behaviour in Indian Perspectives (First

Edition: 2001), Himalaya Publishing House, Mumbai-400004. Chapter

1, PP 3-6.

Leon G. Schiff man and Lesli Lazar kanauk, Consumer Behaviour,

Eight Edition, Prentice Hall of India, New Delhi, PP 8,9,11,19,20.

G.C. Beri, Marketing research, Third Edition, Tata Mc graw Hill

Publications PP 95-98,233.

Kothari, C.R, Research methodology, methods & techniques, new

age international ltd. Publishers, Second edition, P.no27-42

Gupta, S.P. Stastical methods and techniques, Sultan Chand & Sons.

Educational Publishers, New Delhi,P.no237-241,628-629

Jain,T.R, Statistics for MBA,V.K.(India) enterprises, New

Delhi.,edition2006-07,P.no 135-137

Magazines

1. Sampling, Business Research, June 2005, pp 31

2. Chandra Suresh Indian Journal Of Marketing xxxv edition January 2006,

P no. 35:

3. Suresh k Advertising Express-February 2006, Traditional Mass Media,

and February 2006Vol. 15 No. 3, Page 3518: f

ANNEXUTRE

Annexure

QUESTIONNAIRE

Consumer Behaviour and Satisfaction

Regarding various brands of 21” flat colour television.

A case study of Yamuna Nagar

Name _________________ S/O______________________

Age ___________________________________________

Occupation ______________Income per annum______________

Address ___________________________________________

________________________________Ph.________

1) Which Brand of the flat colour television do you own?

LG Videocon

Samsung BPL

Sony

2) What is most preferable feature you consider while purchasing CTV?

Price Scheme

Brand Name Quality

Technology

3) Who plays important play role in decision making of purchase of CTV?

Head of family Children

Lady Grand lady

Combined Any other

4) How would you come to know about these CTV brands?

Through friends Family members

Advertisement Publicity

Any other

5) If other brands offering attractive schemes, will you change to other

brands, if yes, will you prefer?

Sure often

Neutral Not sure

Never

6) Which type of media influence your purchase behaviour?

T.V. Hording

Newspaper Magazine

Wall painting

7) How much aware are you and involved in purchasing of flat CTV?

More involvement Normal involvement

Less involvement No involvement

8) In your opinion what role advertisement plays?

Provides important details Creates awareness

Give information Convenience in purchase

Misleading

9) In your opinion which company gives the maximum benefits to customers?

LG Samsung

Videocon BPL

Sony

10)Which is your post purchase experience with your CTV?

Excellent very good

Good Average

Poor

11)If anybody asks you about which CTV purchased by you then your

behavior towards your brand

Strongly recommend Moderately Recommend

Neutral Not recommend

Never recommend

12)Are you satisfied with the CTV that you have purchased?

Highly satisfied Satisfied

Average Less satisfied

Poor

13)To what extent price influence your purchase behaviour of flat CTV?

Very High High average

Average Average low

Low

14)Are you aware about different promotion of activities adopted by flat CTV?

Yes No

15) How do you rank the colour T.V. companies in the scale of 1-5?

Group 1 Group2 Group3 Group4 Group5

LG

Samsung

Sony

Videocon

BPL

KINDLY SUGGEST TWO REFERENCES:

____________________________________________________

____________________________________________________

Place ______________

Date_______________ Signature