CHAPTER - 1

Introduction
The television has become an integral part of dwelling in the modern world that it is hard to
imagine life without television because it provides entertainment to people of all ages. Not just for
entertainment value, TV is also a valuable resource for advertising and for different kinds of
programming. The television as we see it and know it today was not always this before. TV was
first made in 1920's with black and white screen, but later it developed into color. Different
experiments by various people, in the field of electricity and radio, led to the development of basic
technologies and ideas that laid the foundation for the invention of television with many more
features which are perfect to watch and looks very much like reality. Television industries in India
have seen a dramatic change during the past one decade. Many new companies are introducing
more models, types, technologies and features in television. Customers face a dilemma while
selecting a brand because they are flooded with substitute’s availability. Customers consider many
factors when they wish to buy a product especially in case of durables. Price, design, appearances,
digital function, after sales service, durability, warranty, power efficiency, easy availability, free
gifts, discounts and goodwill of the company etc. are the core factors in the minds of the customers
while selecting a particular brand. Customers think that the cost they pay should be worth giving.
As a result of this, manufacturers are now forced to behave like price takers rather than price
makers. They must find out what consumer want and then translate their desires into meaningful
product or service. So each and every company has to give their best outcome to survive in the
market. This research is an attempt to study the consumer behavior towards various television
brands. Hence, this analysis on consumer behavior towards various television brands will provide
a clear view of consumers behavior and their ideas.
Consumer is the King of market and all the marketing activities of all the business and industrial
enterprises of today go around the habits, tastes, preferences, perception and attitudes of
consumers. All efforts are being made to provide maximum satisfaction to maximum consumers.
Goods and Services are produced according to the specifications of these needs and wants and
these goods and services are distributed to the consumers at the right time and place through most
suitable channels of distribution. Marketers have come to realize that no marketing efforts can be
successful if the choices, tastes and attitudes of consumers are not properly considered. Therefore,
they lay stress upon marketing research and study consumer behavior. Further, a buyer purchases
a product because of certain physical, social and economical forces creating a desire or a want for
the product. A decision to buy a product is taken after passing through different stages. Need
recognition is the first thing in the buying stages, which is followed by product awareness, interest,
evaluation and intention, source of information, purchase and post purchase behavior. A decision
to buy a product of daily use may be taken in few seconds while the decision to buy a durable
product is taken after critical study of many factors. According to recent survey by FICCI, India’s
rapid economic growth has set the stage for fundamental change among the country’s consumers.
There is discernible shift in consumer preference in favour of higher-end and technologically
superior branded products. The demand is being spurred by increasing consumer awareness and
preference for new models. The changing dynamics of consumer behavior reflects that luxury
goods are now being perceived as necessities with higher disposable incomes being spent on
lifestyle products. A large number of domestic and multinational companies are already competing
in the market and the challenges would force companies to be more dynamic to adapt the rapidly
changing needs and incomes of the consumers. In recent years, consumers have shown inclination
for foreign goods and Indian goods are also at par global standard.
1.1 Main TV Brands in Indian Market
 Sony
 Samsung
 LG
 Sansui

 Sony
Akio Morita, Masaru Ibuka, and Tamon Maeda (Ibuka's father in law) started Tokyo
telecommunications Engineering in 1946 with funding from Morita's father's sake business. The
company produced the first Japanese tape recorder in 1950. Three years later, Morita paid Western
Electric (US) $25,000 for transistor technology licenses, which sparked a consumer electronics
revolution in Japan. His firm launched one of the first transistor radios in 1955, followed by the
first Sony trademarked product, a pocket sized radio, in 1957. The next year the company changed
its name to Sony (from "sonus," Latin for "sound," and "sonny," meaning little man). It beat the
competition to newly emerging markets for transistor TVs (1959) and solid state videotape
recorders (1961).
Sony launched the first home video recorder (1964) and solid-state condenser microphone (1965).
Its 1968 introduction of the Trinitron color TV tube began another decade of explosive growth.
Sony bet wrong on its Betamax VCR (1976), which lost to rival Matsushita's VHS as the industry
standard. However, 1979 brought another success, the Walkman personal stereo.
Pressured by adverse currency rates and competition worldwide, Sony used its technology to
diversify beyond consumer electronics and began to move production to other countries. In the
1980s, it introduced Japan's first 32bit workstation and became a major producer of computer chips
and floppy disk drives. The purchases of CBS Records in 1988 ($2 billion) and Columbia Pictures
in 1989 ($4.9 billion deal, which included TriStar Pictures) made Sony a major force in the rapidly
growing entertainment industry.
The firm manufactured Apple's PowerBook, but its portable CD player, Data Discman, was only
successful in Japan (1991). In the early 1990s, Sony joined Nintendo to create a new kind of game
console, combining Sony's CD ROM drive with the graphic capabilities of a workstation. Although
Nintendo pulled out in 1992, Sony released PlayStation in Japan (1994) and in the US (1995) to
great success. Two years later, in a joint venture with Intel, it developed a line of PC desktop
systems.
Rather than support an industry wide standard, in 1997 Sony teamed up with Philips Electronics
to make another recording media, called Super Audio CD, which could replace videotapes and
CDs. The move could set up a winner take all rivalry that recalls Sony's Betamax vs. VHS gamble.
(Sony and Philips created the CD and continue to receive royalties from it.)
In 1998 Sony shipped its first digital, high definition TV to the US; folded TriStar into Columbia
Pictures; merged its Loews Theatres unit with Cineplex Odeon; and launched its Wega flat screen
TV.
Philips, Sun Microsystems, and Sony formed a joint venture in early 1999 to develop networked
entertainment products. Then the company announced two deals to deliver music to customers
digitally: It agreed to merge Columbia House with online music retailer CD now (called off in
March 2000), and it agreed to allow Digital On Demand to sell downloaded music from in store
kiosks to consumers. Also in 1999 Nobuyuki Idea became CEO, and the company introduced a
Walkman with the capability to download music from the Internet.
In 2000 Sony formed PlayStation.com Japan to sell game consoles and software online; it
also introduced its 128bit PlayStation2, which can play DVD movies and connects to the
Internet. The company later restructured, placing all of its US entertainment holdings
under a new umbrella company called Sony Broadband Entertainment.
In early 2001 Sony set in motion plans to set up online banking operations with Japan's
Sakura Bank and JP Morgan Chase.
As of March 31, 2000, Sony Corporation claimed to employ 19187 people, however it is
not clear where they draw the organizational boundaries in providing this figure.

 Samsung

By 2004 Samsung was the world's-largest manufacturer of OLEDs, with a 40 percent market share
worldwide, and as of 2018 has a 98% share of the global AMOLED market. The company
generated $100.2 million out of the total $475 million revenues in the global OLED market in
2006. As of 2006, it held more than 600 American patents and more than 2,800 international
patents, making it the largest owner of AMOLED technology patents.

Samsung's current AMOLED smartphones use its Super AMOLED trademark, with the Samsung
Wave S8500 and Samsung i9000 Galaxy S being launched in June 2010. In January 2011, it
announced its Super AMOLED Plus displays – which offer several advances over the older Super
AMOLED displays – real stripe matrix (50 percent more sub pixels), thinner form factor, brighter
image and an 18 percent reduction in energy consumption.

In October 2007, Samsung introducing a ten-millimeter thick, 40-inch LCD television panel,
followed in October 2008 by the world's first 7.9-mm panel. Samsung developed panels for 24-
inch LCD monitors (3.5 mm) and 12.1-inch laptops (1.64 mm). In 2009, Samsung succeeded in
developing a panel for forty-inch LED televisions, with a thickness of 3.9 millimeters (0.15 inch).
Dubbed the "Needle Slim", the panel is as thick (or thin) as two coins put together. This is about a
twelfth of the conventional LCD panel whose thickness is approximately 50 millimeters
(1.97 inches).
While reducing the thickness substantially, the company maintained the performance of previous
models, including Full HD 1080p resolution, 120 Hz refresh rate, and 5000:1 contrast ratio. On 6
September 2013, Samsung launched its 55-inch curved OLED TV (model KE55S9C) in the United
Kingdom with John Lewis.

In October 2013, Samsung disseminated a press release for its curved display technology with the
Galaxy Round smartphone model. The press release described the product as the "world's first
commercialized full HD Super AMOLED flexible display". The manufacturer explains that users
can check information such as time and battery life when the home screen is off, and can receive
information from the screen by tilting the device.

 LG

LG Electronics launched an OLED TV in 2013 and 65-inch and 77-inch sizes in 2014.LG
Electronics introduced its first Internet TV in 2007, originally branded as "Net Cast Entertainment
Access" devices. They later renamed the 2011 Internet televisions to "LG Smart TV" when more
interactive television features were added, that enable the audience to receive information from
the Internet while at the same time watching conventional TV programming.

In November 2013, a blogger discovered that some of LG's smart TVs silently collect filenames
from attached USB storage devices and program viewing data, and transmit the information to
LG's servers and LG-affiliated servers. Shortly after this blog entry went live, LG disabled
playback on its site of the video, explaining how its viewer analytics work, and closed the
Brightcove account the video was hosted on.

LG's remote uses Hillcrest Labs' Free space technology to allow users to change channels using
gestures and Dragon NaturallySpeaking technology for voice recognition.

As of 2014, LG is using web OS with a ribbon interface with some of its smart TVs. LG reported
that in the first eight months after release, it had sold over 5 million web OS TVs.

In 2016, exclusively to India, Indian arm of South Korea's LG Electronics Inc started selling a TV
that would reject mosquitoes. It uses ultrasonic waves that are silent to humans but cause
mosquitoes to fly away. It was released on June 16, 2016. The technology was also used in air
conditioners and washing machines. The TV is aimed for lower-income consumers living in
conditions that would make them susceptible to mosquitoes.

 Sansui
In the year 1997, Sansui started its operation in India. From initial 4 employees to 1600, a 10X10
room in a business center to Pan-India presence and sales of 20,000 TVs in the first year to 1
million CTVs this year with a turnover of Rs.1,000 crores, Sansui’s growth has been phenomenal.
There is a shift in the consumers’ preferences in favor of higher-end, technologically superior
branded products, the demand being spurred by increasing consumer awareness and preference for
new models. As the world moved from CTV and DVDs to Slim TV, Smart TVs, LCD and LEDs,
the brand has emerged with the latest superior technologies like STRATA certified Audio Systems,
4000 Billion Color, 14 BIT Video Processor, Dual Core Processor, FARODUJA Audio & Video
Optimized for its LCD/LED range.

1.2 REVIEW OF LITERATURE

Kapoor and Verma (2005) During their study they investigated children’s understanding of
television advertising in a comprehensive study in Delhi. Their findings revealed those children as
young as six years could understand the purpose of television ads and distinguish between a
commercial and a television program me. With an increase in the age of the child, cognitive
understanding of the ads increased and children above the age of eight years were able to respond
to television ads in a mature and informed manner. Heavy viewing was positively associated with
favorable attitudes towards television ads and conversely, interest in ads decline with age.
Children’s exposure to television ads was determined to a large extent by parents‟ control of their
viewing. Parent-child interaction played an important role in the children’s learning of positive
consumer values and their parents perceiving the influence as positive on their children’s buying
response. Both parents and children noted the impact of television
ads on children’s purchase requests.
Kour and Singh (2005) During their study they investigated the consumer choice in the context
of the mobile phone industry in Finland using a sample of 196 respondents. Twenty-four questions
were used to assess consumer motivations in mobile phone choice. Seven estimated factors
influencing mobile phone choice were: innovative services, multimedia, design, brand and basic
properties, outside influence, price, and reliability. He explains that these accounted for about 70%
of the total variance.
Garima Sharma (2007) In her study she carried out a study on users’ preferences by evaluating
the various TV brands. Different TV features namely physical features, functionality, technical
characteristics, brand choice and ‘customer excitement’, were compared as a multi-criteria
approach for decision making. The results showed that functionality was the most dominant factor
among all three phones under consideration while the ‘customer excitement’ and the basic
requirements were found to be least influencing factors.
Seema Sachdeva (2009) In her study she also pointed out the significance of features in predicting
TV choice. Their experimentation indicated that usability is an important element in choice of a
TV brands but not as much as the users believed it would be. In reality, other such attributes
especially features, visuality and cost might be of top priority when making a product choice.

Abhilasha Mehta (2010) In her study she have written a paper on “Price Sensitivity-Consumer
Satisfaction Relationship towards Electrical Appliances”, which explains that consumer
satisfaction has been long recognized in marketing thought and practice as a central concept as
well as important goal of all business activities. While price sensitivity, has been observed as an
important element affecting diffusion of products and services which irrefutable, proved to
correlate in consumer satisfaction with other efficiency dimensions. By incorporating price
information into the consumer satisfaction framework, this study was aimed to identify the
relationship that is germane between the variables, and to investigate the influence of
demographical characteristics, effect of ads, consumer loyal and disloyal behaviors towards price
sensitivity, by adopting electrical appliances as the medium Sensitivity-Consumer Satisfaction of
this study. Itemized rating scales and multiple choices instrument were used in the questionnaire
survey, by gathered opinions and preferences of a total of 201 respondents in , through a quota
sampling technique. The variables were tested via Statistical Package for Social Science (SPSS)
and the results indicated that price sensitivity-consumer satisfaction relationship is significant in a
positive way on electrical appliances purchasing. Meanwhile, effect of ad, consumer loyal and
disloyal behaviors also proved to correlate with price sensitivity. Nevertheless, a hypothesis test
on these variables via multiple regression analysis is only partially accepted, as the relative
importance of affect of ads is below the significant level. As for demographic factors, age is proved
to have a negative relationship with price sensitivity and consumer satisfaction whereas other
demographic factors indicate differences and indifferences with price sensitivity and consumer
satisfaction. In sum, consumer satisfaction depends on value to some extend, which in turn
depends on price. The descriptive and inferential analysis of this study provides discernible trends
on consumer purchasing behaviours in electrical
appliances and a lucid explanation between variables proposed in the study. It also presents a
concise and simple measure of price sensitivity that may open the door for more careful and
empirical study of other aspects of price sensitivity. At the same time, this study provides a simple
idea to marketers, researchers, advertisers and other parties who may interest to know more about
the price sensitivity-consumer satisfaction relationship studies.
Hitesh D. Vyas35 (2010) In his study on “Consumer Purchase of Consumer Durables: A Factorial
Study”, explains that many things that were considered as luxuries till about ten years ago have
become necessities for most people today. And in case of home goods consumption it has
happened also, as scooter were luxury at once becomes necessity now. The present study is focused
on a study of important factors and sources of information in purchase of consumer durables. This
is an exploratory study using primary data collected through purposive sampling method with an
adequate sample size of 100 home respondents of Bhavnagar city. It reveals that Company or
Brand Name, guarantee / warrantee, Price, and After Sales Service are the important factors in
purchase of durables. While, sources of important information, authorized dealers’ shop, technical
expert advice, role of TV as media and influence of friends, relatives and neighbors were also
important in purchase of durables by respondents.
Saravanam. (2010) In his study He conducted “A Study on Consumer Behavior of Women with
Special Reference to Durable Goods in Coimbatore City”. The study has been conducted with the
objective of analyzing the factors influencing women’s purchase behavior. The primary data were
collected from customers through questionnaire with the sample size of 250 respondents. The
descriptive statistics, weighted scaling technique and ranking technique were used and hypotheses
were tested. The study concluded that the modern market is highly competitive and transitional.
The prominence gained by an individual consumer in marketing decision making compels the
marketers to look at the components of the marketing mix through the customers eyes.
Amutha, G. Sulthana, M. and Nasrin30 (2011) In their study entitled, “A Study on Replacement
Attitude of Consumers Towards Home Appliances”, explains that attitudes and preferences of the
consumers are changing vastly in almost all the sectors and it has become the challenge to the
manufactures to cope up with the change. Home appliances are facing tough times because of
heavy competition and changing tastes and preferences of the end users. This research examines
consumer replacement attitude towards home appliances and the ambivalence that may accompany
such decisions. The home appliances chosen for the study were Television, Washing Machine and
Refrigerator. Data’s were collected through questionnaire method and the number of respondents
was 140 of which most of them were women. This study was an attempt to examine the reasons
for replacing the home appliances, to view the sales promotional strategy and after sales service.
The study is based on the convenient sampling method. The analysis made were Paired test,
ANOVA and Correlation. The study concludes that people in Chennai city are highly aware about
different brands of home appliances and their attitude changes due to various reasons such as
updated technology, improve status, influence by family and friends. The study is most suitable
for the present environment as the world is moving to an advancement change in almost all the
sectors.
Mohammad Hussein Askariazad and Maria Yousefian20 (2012) In their study they made a
study on, “A Comparative Study of Consumer Attitudes in Iran and Dubai towards Marketing Mix
Elements for Small Home Appliances”, this study examined the attitude of consumers of small
home appliance products in Iran and Dubai towards four elements of the marketing mix, Product,
Price, Place and Promotion. Empirical data were gathered from 393 respondents in Iran and Dubai.
Statistical analysis conducted using SPSS 18 software to test the research hypotheses about the
similarity of each element’s importance in the two studied countries. The findings revealed great
insights about customers’ preferences in each country. This novel study was of particular interest
for the academic researches and marketing practitioners seeking firsthand information about
customer attitudes both in Iranian and Dubai markets.
Janaki, P and Shanthi, P2 (2013) In their study entitled, “Marketing Stimuli in Purchase of Home
Appliances From Customer Perspectives”, explains that marketing strategy is the game plan which
the firms must adhere to, in order to outdo the competitor or the plans to achieve the desired
objective. The people consume things of daily use, and buy these products according to their needs,
preferences and buying power. The objectives of the study are to study the purchase decision
behavior relating to home appliances and to analyze customer response to the marketing stimuli
of home appliances. The study was carried out with the sample size of 200 respondents selected
based on proportionate random sampling with in Coimbatore city. The data were collected with
interview schedule and were analyzed using percentage weighted average score analysis of
variances. The findings of the study included that education and income of the respondents are the
two socioeconomic variables which have significant association in all the stages which the buyers
undergo while purchasing home appliances.
2.1 Need of the Study
Television is one of the important human needs as it provides entertainment to the audience and
valuable information about various aspects of life. We witness a drastic change in the TV industry
with the advent of latest models, technologies, and various features relating to the physical
appearance of the TV. Customers consider many factors before making a purchase decision in
buying a TV. Many companies introduce latest models of TV under different brand names. This
paper is an attempt to study the consumer behavior towards various television brands. The level
of satisfaction of consumers varies with each brand of the products. Consumers are aware of the
market condition and they are quality conscious too.

2.2 Objectives of the Study

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

2.3 RESEARCH METHODOLOGY

2.3.1 SAMPLING METHODOLOGY:

Sample Size —30

Sample Unit- People of the tehsil Jawalamukhi & Dhaliara.

Sampling Area – Distt. Kangra

Sampling Technique – Convenience-cum Judgement Sampling

2.3.2 SOURCE OF STUDY: -

• During my study I visited the peoples at their home & gathered information required as per the
questionnaire.
• The research design is probability research design and is descriptive research.
2.3.3 DATA COLLECTION:
• Primary Data has been used by me in the form of Questionnaire & Observation, which
are the two basic methods of collecting primary data, which suffices all research objectives.
• Secondary Data sources like catalogue of the company, product range book of the
company & various internet sites such as google.com have been used.

2.4 LIMITATION OF STUDY

 The geographical scope of the study was limited to District Kangra of Himachal Pradesh
and it does not represent the whole State.
 Ignorance of the respondents is the biggest limitation, when data is collected through
questionnaire.
 Lack of timing and finance are the other biggest problem.
 Ambiguous, incorrect and inadequate information’s through incomplete responses in the
questionnaire could not be avoided.
 The sample size taken for analysis is only 30. The number is quite inadequate.
3.1 TOOLS OF ANALYSIS
The survey aimed to ask the participants about their TV brands, academics, and their GPA (grade
point average). Primary and secondary both type of data is used in order accomplish the objectives
of this report. The study conducted used a correlational design. The independent variable was
various TV brands use and the dependent variable was GPA and whether it increased or decreased.
The data collected from different sources has been classified and arranged in tables in one or more
forms according to the requirements of analysis. For the analysis of results the non-parametric
technique has been applied: -
Percentage method is being used to find out the association between the knowledge and awareness
of respondents on the basis of their demographic profile. The test is non-parametric test. It does
not follow the normal curve of probability and have unequal or un measurable scale intervals
between categories. Percentage method is a test which describes the magnitude of difference
between observed frequencies and the frequencies excepted under certain assumptions. With the
help of percentage method, it is possible to find out whether such differences are significant or are
insignificant and could have arisen due to fluctuations of sampling. The information gathered
through questionnaires from the different categories of users in the form of nominal data. Hence,
Percentage method is considered more appropriate in the present study. In the Percentage method,
the only problem is to decide as to how the expected frequencies have to be arrived at. There is no
hard and fast rule of it and the method of arriving at the expected frequencies would depend upon
the nature of the problem. Once the expected value has been arrived at, the calculation of
Percentage method and its interpretation are very easy. In the present research work, Percentage
method is applied to study the relationship between the quantity variables and for analyzing the
opinion of the respondents regarding different factors.

3.2 Data Interpretation

Table 3.1 kinds of a television that people like to buy
 GENDER CTR LCD OLED PLASMA SMART COLOR TOTAL
TV TV TV
MALE O 22 (95.5) 0 0 0 1 (4.5) 23 (100)
FEMALE 0 7 (100) 0 0 0 0 7 (100)
TOTAL 0 29 (96.7) 0 0 0 1 (4.3) 30 (100)

KINDS OF A TELEVISION THAT PEOPLE LIKE TO

BUY
gender male female
95.5
100
RESPONDENTS

4.5
0

0
0
0

0
0

0
0
0

0
0

0
1 2 3 4 5 6
GENDER

Note: Figures in the parentheses represent percentage

Source: Data is collected through questionnaire

Interpretation:
This table shows the gender wise distribution of most valuable attributes of the which kinds of the
TV brands like to buy by the people. It is observed from the table 3.1 that 95.5% of male
respondents are would like to buy the LCD and 4.5% wants to buy color TV. The majority of
female respondents 100% wants buy LCD. Therefore, 96.7% of the respondents wants to buy the
LCD and remaining 4.3% wants to buy color tv.
Table 3.2 kinds of a television that people like to buy

AGE CTR LCD OLED PLASMA SMART COLOR TOTAL

TV TV TV
10-20 0 0 0 0 0 0 0
20-30 0 3 (100) 0 0 0 0 3 (100)
30-50 0 21 (95.5) 0 0 0 1 (4.5) 22 (100)
50 & 0 5 (100) 0 0 0 0 5 (100)
ABOVE
TOTAL 0 29 (96.7) 0 0 0 1 (4.3) 30 (100)

KINDS OF A TELEVISION THAT PEOPLE LIKE TO

BUY
1.2

1
CTR
RESPONDENTS

0.8 LCD
0.6 OLED

0.4 PLASMA TV
SMART TV
0.2
COLOR TV
0
20-Oct 20-30 30-50 50 & ABOVE
AGE

Note: Figures in the parentheses represent percentage

Source: Data is collected through questionnaire

Interpretation:
This table shows the age wise distribution of most valuable attributes of the which kinds of the TV
brands like to buy by the people. It is observed from the table 3.2 that 100% respondents related
to age group 20-30 wants to buy LCD and 95.5% related to age group 30-50 they wants to buys
the LCD and remaining 4.5 wants to buys the color tv. The majority of respondents 100%
belonging to age group 50& above wants to buys the LCD. Therefore, 96.7% of the respondents
wants to buy the LCD and remaining 4.3% wants to buy color tv.
Table 3.3 kinds of a television that people like to buy
OCCUPATION CTR LCD OLED PLASMA SMART COLOR TOTAL
TV TV TV
SELF 0 12 (100) 0 0 0 0 12 (100)
EMPLOYED
PROFESSIONAL 0 0 0 0 0 0 0
SALARIED 0 7 (100) 0 0 0 0 7 (100)
HOUSE WIFE 0 7 (100) 0 0 0 0 7 (100)
STUDENT 0 0 0 0 0
OTHER 0 3 (75) 0 0 0 1 (25) 4 (100)
TOTAL 0 29 0 0 0 1 (3.3) 30 (100)
(96.7)

KINDS OF A TELEVISION THAT PEOPLE LIKE

TO BUY

1.2
1 SELF EMPLOYED
RESPONDENTS

0.8 PROFESSIONAL
0.6 SALARIED
0.4 HOUSE WIFE
0.2 STUDENT
0 OTHER
CTR LCD OLED PLASMA SMART TV COLOR TV
TV
OCCUPATION

Note: Figures in the parentheses represent percentage

Source: Data is collected through questionnaire

Interpretation:
This table shows the occupation wise distribution of most valuable attributes of the which kinds
of the TV brands like to buy by the people. It is observed from the table 3.3 that 100% respondents
which is the self-employed wants to buys the LCD. 100% respondents which the related the
salaried they wants to buy the LCD and 100% of the house wife wants to buys the LCD other
occupation 75% wants to LCD and 25% wants to the color TV. Therefore, 96.7% of the
respondents wants to buy the LCD and remaining 3.3% wants to buy color tv.
Table 3.4 Feature that like in television by the people

GENDER SIZE OF PICTURE SOUND LOOKS HD SET TOP TOTAL

SCREEN QUALITY QUALITY READY BOX
MALE 7 (30.4) 14 (60.9) 2 (8.7) 0 0 0 23 (100)

FEMALE 4 (57.1) 1 (14.3) 2 (28.6) 0 0 0 7 (100)

TOTAL 11 (36.7) 15 (50) 4 (13.3) 0 0 0 30 (100)

FEATURE THAT LIKE IN TELEVISION BY THE

PEOPLE
70.00%
60.00%
RESPONDENTS

50.00%
40.00%
30.00% MALE
20.00% FEMALE
10.00%
0.00%
SIZE OF PICTURE SOUND LOOKS HD READY SET TOP
SCREEN QUALITY QUALITY BOX
GENDER

Note: Figures in the parentheses represent percentage

Source: Data is collected through questionnaire

Interpretation:
This table shows the gender wise distribution of most valuable attributes of the which is the
features like in the television by the people. It is observed from the table 3.4 that 30.4% male
respondents like the size of the screen and 60.9% male respondents like the picture quality of the
television and remaining 8.7% like the sound quality of the LCD. The majority of the female
respondents 57.1% like the size of the screen and 14.3% like the picture quality of LCD and
remaining 28.6% like the sound quality of the LCD. Therefore 36.7% respondents like the size of
the screen and 50% respondents like the picture quality of the LCD and only 13.3% respondents
like to the sound quality of the LCD.
 OCCUPATION SIZE OF PICTURE SOUND LOOKS HD SET TOTAL
SCREEN QUALITY QUALITY READY TOP
BOX
SELF 4 (33.3) 7 (58.3) 1 (8.3) 0 0 0 12 (100)
EMPLOYED
PROFESSIONAL 0 0 0 0 0 0 0
SALARIED 2 (28.6) 5 (71.4) 0 0 0 0 7 (100)
HOUSE WIFE 4 (57.1) 1 (14.3) 2 (28.6) 0 0 0 7 (100)
STUDENT 0 0 0 0 0 0 0
OTHER 1 (25) 2 (50) 1 (25) 0 0 0 4 (100)
TOTAL 11 15 (50%) 4 (13.3%) 0 0 0 30 (100)
(36.7%)
Table 3.5 Feature that like in television by the people

FEATURE THAT LIKE IN TELEVISION BY THE PEOPLE

80.00%
respondents

60.00% SELF EMPLOYED

40.00% PROFESSIONAL
SALARIED
20.00%
HOUSE WIFE
0.00%
SIZE OF PICTURE SOUND LOOKS HD READY SET TOP BOX STUDENT
SCREEN QUALITY QUALITY OTHER
occupation

Note: Figures in the parentheses represent percentage

Source: Data is collected through questionnaire

Interpretation:
This table shows the occupation wise distribution of most valuable attributes the which is the
features like in the television by the people. It is observed from the table 3.5 that 33.3%
respondents which is the self-employed like the size of the screen and 58.3 % like the picture
quality of the LCD and remaining 8.3% like the sound quality .28.6% respondents which the
related the salaried they like size of the screen and 71.4% like the picture quality of the LCD and
57.1% house wife like the size of the screen 14.3% like the picture quality and remaining 28.6%
house wife like the sound quality of the LCD. other occupation 25% like the size of the screen and
50% like the picture quality and 25% is like the sound quality of the LCD. Therefore 36.7%
respondents like the size of the screen and 50% respondents like the picture quality of the LCD
and only 13.3% respondents like to the sound quality of the LCD.
AGE SIZE OF PICTURE SOUND LOOKS HD SET TOTAL
SCREEN QUALITY QUALITY READY TOP
BOX
10-20 0 0 0 0 0 0 0
20-30 1 (33.3) 2 (66.7) 0 0 0 0 3 (100)
30-50 9 (40.9) 10 (45.5) 3 (13.6) 0 0 0 22
(100)
50 & 1 (20) 3 (60) 1 (20) 0 0 0 5 (100)
ABOVE
TOTAL 11 (36.7) 15 (50) 4 (13.3) 0 0 0 30
(100)

Table 3.6 Feature that like in television by the people

FEATURE THAT LIKE IN TELEVISION BY THE

PEOPLE
0.8
0.7 SIZE OF SCREEN
0.6
RESPONDENTS

PICTURE QUALITY
0.5
0.4 SOUND QUALITY
0.3 LOOKS
0.2
HD READY
0.1
0 SET TOP BOX
20-OCT 20-30 30-50 50 & ABOVE
AGE

Note: Figures in the parentheses represent percentage

Source: Data is collected through questionnaire

Interpretation:
This table shows the age wise distribution of most valuable attributes the which is the features like
in the television by the people. It is observed from the table 3.6 that respondents of the age group
20-30 33.3% like the size of the screen and 66.7% like the picture quality of the LCD. The age
group of 30-50 is like the 40.9% size of the screen and 45.5% like the picture quality and remaining
13.6% like the sound quality of the LCD. The age group of the 50& above 20% like the size of the
screen and 60% like the picture quality and 20% is the like sound quality of the LCD. Therefore
36.7% respondents like the size of the screen and 50% respondents like the picture quality of the
LCD and only 13.3% respondents like to the sound quality of the LCD.
Table 3.7 the impact of television in your life

GENDER IT AFFECT IT INCREASE IT OTHER TOTAL

MY SOCIAL MY EXPANDS
LIFE KNOWLEDGE MY SCOPE
OF
THINKING
MALE 0 23 (100) 0 0 23 (100)
FEMALE 0 6 (85.7) 0 1 (14.3) 7 (100)
TOTAL 0 29 (96.7) 0 1 (3.3) 30 (100)

THE IMPACT OF TELEVISION IN YOUR LIFE

1.2
1
RESPONDENTS

0.8
0.6
0.4 MALE
0.2
FEMALE
0
IT AFFECT MY IT INCREASE MY IT EXPANDS MY OTHER
SOCIAL LIFE KNOWLEDGE SCOPE OF
THINKING
GENDER

Note: Figures in the parentheses represent percentage

Source: Data is collected through questionnaire

Interpretation:
This table shows the gender wise distribution of most valuable attributes says that impact of the
television on the people.. It is observed from the table 3.7 that 100% male respondents said that it
increases my knowledge. The majority of the female respondents 85.7% said that it increase my
knowledge and remaining 14.3% said other reasons. Therefore 96.7% respondents said that it
increases my knowledge and 3.3% said other reasons.
Table 3.8 the impact of television in your life
AGE IT AFFECT IT INCREASE IT EXPANDS OTHER TOTAL
MY SOCIAL MY MY SCOPE
LIFE KNOWLEDGE OF
THINKING
10-20 0 0 0 0 0
20-30 0 3 (100) 0 0 3 (100)
30-50 0 21 (95.5) 0 1 (4.5) 22 (100)
50 & ABOVE 0 5 (100) 0 0 3 (100)
TOTAL 0 29 (96.7) 0 1 (4.3) 30 (100)

THE IMPACT OF TELEVISION IN YOUR

LIFE
1.2
1
RESPONDENTS

0.8
IT AFFECT MY SOCIAL LIFE
0.6
IT INCREASE MY KNOWLEDGE
0.4
IT EXPANDS MY SCOPE OF THINKING
0.2
OTHER
0
20-OCT 20-30 30-50 50 & ABOVE
AGE

Note: Figures in the parentheses represent percentage

Source: Data is collected through questionnaire

Interpretation:
This table shows the age wise distribution of most valuable attributes says that impact of the
television on the people. It is observed from the table 3.8 that age group of the 20-30 respondents
100% said it increase my knowledge and age group of the 30-50 said 95.5% increase my
knowledge and 4.5% said that others reasons. Age group of the 50& above said 100% it increase
my knowledge. Therefore 96.7% respondents said that it increase my knowledge and 3.3% said
other reasons.
Table 3.9 the impact of television in your life
OCCUPATION IT AFFECT IT INCREASE IT OTHER TOTAL
MY MY EXPANDS
SOCIAL KNOWLEDGE MY SCOPE
LIFE OF
THINKING
SELF 0 12 (100) 0 0 12 (100)
EMPLOYED
PROFESSIONAL 0 0 0 0 0
SALARIED 0 7 (100) 0 0 7 (100)
HOUSE WIFE 0 6 (85.7) 0 1 (14.3) 7 (100)
STUDENT 0 0 0 0 0
OTHER 0 4 (100) 0 0 4 (100)
TOTAL 0 29 (96.7) 0 1 (3.3) 30 (100)

THE IMPACT OF TELEVISION IN YOUR LIFE

1.2
1
RESPONDENTS

0.8
0.6
0.4 IT AFFECT MY SOCIAL LIFE

0.2 IT INCREASE MY KNOWLEDGE

0 IT EXPANDS MY SCOPE OF THINKING

OTHER

OCCUPATION

Note: Figures in the parentheses represent percentage

Source: Data is collected through questionnaire

Interpretation:
This table shows the age wise distribution of most valuable attributes says that impact of the
television on the people. It is observed from the table 3.9 that 100% self-employed respondents
said that it increase my knowledge and 100% salaried respondents said that it increase my
knowledge and 85.7% house wife said that it increase my knowledge and remaining 14.3% said
that other reasons. Other respondents which can 100% said that it increases my knowledge.
Therefore 96.7% respondents said that it increases my knowledge and 3.3% said other reasons.
4.1 FINDINGS
 Samsung is the most favorite brand of the peoples.
 Mostly peoples said that TV increase the knowledge of their mind. Mostly students have
handsfree, Bluetooth and memory card.
 Most favorite brand among the peoples is Samsung and the least favorite brand is Sony.
 Appearance, Price, Brand Image and advertisement are the important factors for the
peoples while purchasing various TV brands.
 Mostly peoples see advertisement on television
 Mostly peoples have the picture and service problem with the Sansui TV brands.

4. 2 Conclusion

From the above finding and observation carried out the cities of the kangra for the three difference
categories and 4 specific products under the industry it can be conducted that consumers generally
own of the color television.
The effect of the income growth and high disposable income and consumers attitudes toward the
television. It was assessed that during the last five years markets has been more penetration of the
product like the TV and LCDs.
The study of the customers perceives Sony, LG , Samsung and the Sansui for the color TV and the
it is found that most of customers were more favored in the Samsung when compared to the other
brands.
The consumer buying behavior was found to be influenced by the family & friends and
advertisement as they opined as to be under their influence as they are there primary source of the
information provides.
Overall customers perception towards the television is the favorable and sustainable. The
householder’s brands preference for the products under the study were found to be the following
order: -
1. Sony and Samsung for the color TV most used by the peoples.
4.3 Suggestions
Advertisers need to achieve a higher identification of advertisements with the audience values.
For example, it might be suggest that gender equality and power distance have to be carefully
considered when designing advertisements. A thoughtful blend of appeals reflects high social
status can includes a positive reaction to advertisement.
Understanding consumer response to different levels of technology over time is critical to the
successful introduction of different levels of technology. An analysis of these indices based on
consumer acceptance levels or indices indicates whether it is worthwhile to speed up
production and introduction of forthcoming technologies. For example, if the future technology
is assessed to be the same as for an existing technology, speeding up the development process
may not be worthwhile. In the case of HD TV, it can be illustrated that speeding up
development is a worthwhile endeavor. Not only are consumers willing to pay more to have it
earlier on, over time, they devalue it less than they do an intermediate technology that only has
a wide screen feature. Since the increased preference for sophisticated products (more features)
is maintained over time, if introduced early, it can command a premium price over a specified
horizon
.