Name : Jitesh Pamnani

Roll no :

Subject : Advertising & Marketing Research

Topic : “A STUDY ON CUSTOMER’S BEHAVIOUR TOWARDS

BUYING TELEVISION”.

Submitted to : Prof.Manoj Bhatia

College :Smt.Chandibai Himathmal Mansukhani College

 INTRODUCTION

• Television (TV) is a telecommunication medium for

transmitting and receiving moving images that can
be monochrome (black-and-white) or colored, with
or without accompanying sound.
• "Television" may also refer specifically to a television
set, television programming, or television
transmission
• The etymology of the word has a mixed Latin and
Greek origin, meaning "far sight": Greek tele (τῆλε),
far, and Latin visio, sight (from video, vis- to see, or
to view in the first person).
 OBJECTIVES

• To study the profile of the respondents and their

level of awareness towards various television brand.
•
• To examine preference on television brands and
their level of satisfaction among the respondents
•
• To examine the factors which influences the
customer while selecting a particular TV brand
 HYPOTHESIS

• There is a significant association between the age

and TV type that respondents have.

• There is a significant association between the

satisfaction level with regard to after sales service of
TV brand and age of the respondents.
 RESEARCH METHODOLOGY

• Pre-Field Method: Includes collection of secondary data

from
• various Books, Periodicals, reputed Journals, Internet
Websites,
• Related articles.

• Field Method: A Pre-structured and validated Questionnaire

• framed & administered to the respondents.

• Post-Field Method:
• Desk Research
• Scanning & Reviewing the Literature on the subject
• Tabulation and Analysis of the data collected from various
• sources, collated and presented herewith.
 CRITERIA DEVELOPED FOR INVESTIGATION

• Research Design: Descriptive (Quality of responses considered)

• Sample Size: 10 Respondents

• Universe/ Geographical area of study: Ulhasnagar

• Nature of Sampling: Non Probability Sampling (Each element in the

population doesn’t have an equal chance of getting selected)

• Sampling Design: Convenience Sampling

• Convenience Factors: Availability and Approachability of the

Respondents

• Research Tool/ Data Collection Instrument: Pre-structured and

validated questionnaire.
 Strength:
Vast Customer Reach
Growing Middle Class
Change in Lifstyle
Low Cost Production

Challanges : Weakness :
Poor section of the

Swoc
Highly Fragmented
society
Technologival Lack of efforts for
Innovations media penetration
Lack of cohesive
Analysis
Rise in viewership
Piracy production &
distribution
Lack of Content
infrastructure

Opportunity
Poor Section of the
society
Technologocal
Innovations
Rise in viewership
DATA ANAYLSIS
 Q1.B.PROFESSION

35%

30% 30%
30%

25%

20% 20%
20%

15%

10%

5%

0%
Service Business Student Other
 Q1.C GENDER

70%

60%
60%

50%

40%
40%

30%

20%

10%

0%
Male Female
 Q1.D AGE

60%

50%
50%

40%
40%

30%

20%

10%
10%

0%
0%
Below 15 16 - 24 25 - 33 Above 33
Q2.WHAT KIND OF A TELEVISION
WOULD YOU PREFER TOBUY ?

10%

LCD

40%

LED
30%

PLASMA

SMART

20%
 Q3.WHAT WILL BE THE PREFERRED
BRAND TO BUY TV ?

40%

40%

35%
30%

30%

25%
20%

20%

15%
10%

10%

5%

0%
LG SAMSUNG SONY OTHER
Q4.WHAT WILL BE YOUR PRICE RANGE
TO BUY A TV ?

10%
20%

20%

Below 10,000

10,000 - 20,000

50%
20,000 - 30,000

30,000 & Above

 Q5.WHAT ARE THE FEATURES YOU
WOULD LOOK WHILE BUYING A TV ?
45%

40%
40%

35%

30%
30%

25%

20%
20%

15%

10%
10%

5%

0%
Size of Screen Picture Quality Look & Apperance Sound Quality
Q6.WHAT WILL BE YOUR SCREEN SIZE
PREFERENCE WHILE BUYING A TV ?

10% 10% Less than 20 "

20 " - 30 "

30%

30 " - 40 "

50%

40 " & above

 Q7.WHAT WILL BE THE BASIC PURPOSE
OF BUYING A TV ?
45%

40%
40%

35%

30%
30%

25%

20%
20%

15%

10%
10%

5%

0%
Entertainment Gaming Aecurity System Other
Q8.DO YOU DOWNLOAD TV EPISODES
TO WATCH ?

70%

Yes

No

3.2
Q9.WHAT ARE THE ADDITIONAL FEATURES
THAT YOU WOULD HAVE IN A TV ?

10%
20% Program Recording

Internet Browsing

30%

Built in Pc

Built in Set up box

50%
 Q10.WHAT ARE THE WAYS BY WHICH YOU
LEARN ABOUT THE TV YOU WISH TO BUY ?

70%

60%
60%

50%

40%

30%

20%
20%

10% 10%
10%

0%
Newspaper Advertising Television Commercial Event Sponsors Internet
 CONCLUSION

• Consumers are now well aware and wish to use varieties of

products, brands and services which are new in the
market, fashionable, exclusive in nature, rare and trendy.
• Everyone is unique in his/her tastes and preferences. They
all cannot be extraordinarily satisfied every second and all
the time but they can be managed with best quality.
• Type of buying behavior are classified namely quality
conscious, economic conscious and bargain conscious.
• But the consumer preferences and buying decision is
made by quality conscious only.
• This research may give information about minds of the
consumers. Therefore the manufactures have to
concentrate more on producing quality goods and
services.
 SUGGESTIONS

• The company should stand unique in its all features so that it can
attract more and more consumers other than regular consumers.

• 17 percent of the respondent was not satisfied with after sales

service because of higher charges and poor service. The
company should concentrate on effective after sales services
and to reduce the high costs for service.

• Consumers get information about the brand mostly by

advertisements and by word of mouth, so that companies should
concentrate in giving valuable advertisements and increasing its
goodwill.

• Consumers are ready to pay reasonable cost to the products

which has good qualities and features, so companies should
make themselves ready to give the best product and satisfy the
end users.
 BIBLOGRAPHY

•
• http://www.academiaandsocietyjournal.com/upload
s/3/8/8/5/38850075/11.__a_study_on_consumer_beha
vior_towards_television_brands.pdf

• https://www.scribd.com/document/113378370/questi
onnaire-on-consumer-preference-towards-television-
brands

• www.google.com

• www.wikipedia.org