vinod yadav

8/8/2019 vinod yadav

1/52

BRAND PREFERANCE OF COLOUR TELEVISION BY

THE CONSUMERS OF RISHIKESH AREA OF

DEHRADUN DISTRICTST

A DISSERTATION PROJECT report

Submitted in the partial fulfillment of the requirement for the award of

degree of

(Affiliated To H.N.B. Gadwal University shrinagar)

SESSION: 2005-2007

Submitted by: - supervised by:-

VINODYADAV Dr. D.S chaubey

MBA (Marketing) Asst.Professor

(Marketing) O.I.M.T. RISHIKESH

OMKARANANDA INSTITUTE OF MANEGEMENT

&

TECHNOLOGY


2/52

CONTENTS

Acknowledgement Preface

Chapter-I

Introduction to Television Market

Modern Marketing of Television

Consumer Behavior

Chapter-II

Objective of the Study

Research Methodology

Chapter-III

Data Analysis

Research Findings

Chapter-IV

Conclusion

Questionnaire

Bibliography


3/52

CANDIDAT DECLARATION

I hereby declare that the work which is being presented in the projected in the

dissertation report entitled Brand Preference Of Colour Television By The

Consumers Of Rishikesh Area Of Dehradun Districts partial fulfillment of therequirement for the award of Master of Business Administration ofOmkarananda

Institute of Management & Technology for HNB Garhwal University, Srinagar is

record of my own work and was carried for a period of two months under the guidance of

Dr. D.S. chaubeyAsst. Professor (Marketing) Rishikesh

Date: (Vinod Yadav)

MBA (Marketing)

This is to certify that the above statement made by the candidate is correct to

the best of our knowledge.

(Dr. DS Chaubey)

Asst. Professor

OIMT, Rishikesh


4/52

ACKNOWLEDGMENT

in my effort to prepare this report, many people gave their valuable guidance,

help and assistance, in this occasion I would like to convey my gratitude to these

personalities.

Dr.B.M.Jouhari, principle O.I.M.T. for showing his kindness in this effort of

mine.

Dr. D.S.chaubey, assistant professor (marketing) O.I.M.T. for his valuable

guidance and help.

All the faculty members of O.I.M.T. for their cooperation.

All the persons of Rishikesh who helped me, in achieving my goal, by giving their

cooperation.

At last, but not the least, to all the friends of mine and to all persons who directly

or indirectly helped me while working in this project.

Vinod yadav

(MBA IV)


5/52

FOREWARD

Until and unless one practically understands the theories, the theory remains as a

bookish thing. Experience counts a much.

However this dissertation report is a requirement of the university for every MBA

student in his 4th semester. This is undertaken to deepen our understanding of the theory .

under this each student is expected to carry out a small but a original study under the

supervision of a designate internal faculty member on a real management problem with

respect to issues related to trade, business , commerce, industry, finance, corporate

governance and the incidental and I or allied areas connected there to.

Being specialized in marketing, I undertook a subject, which is market related and

incidental- brand preference of colour television by the consumer of Rishikesh area

of Dehredun district.


6/52


7/52

INTRODUCTION TO TELEVISION MARKET

In the 21st century TV is the need for every person in India. Most of the people

now want to buy a quality CTV with alternative features.

But in this century there are some people who are purchasing CTV too, because

they do not have much money to invest on LCD, but these people are very muchconscious about quality, as they are influenced by urban culture. They have knowledge of

quality, and they too understand the value of money they will always try to purchase agood quality durable product, no matter even if it is costly.

But there are some people in India who wants to purchase TC but they did nothave much money. These people are mostly dependent upon agriculture for there earning.

Theses are rural people. These rural customers are not so much educated. Their living

standard is not so good but they want to improve it. Although they too want to purchasegood quality products but they do not have much knowledge about it. Money constraint

always forces them to purchase a low priced product, no matter whether it is of quality or

not. Now the manufacturer of LCD TV are having only rural customers, because

approximately all the urban customer are buying a co lour Television.

Tomorrow's consumer will be different from Today's, tomorrow's product will be

different from today's and tomorrow's market will be different today's such fundamental

changes require are over all changes in working strategy of winning the market share.

The entry of multinational in India's competitive market has posed threats to the national

players. This also provides the Indian manufacturers an opportunity to grow and

complete with the multinationals.

The entire Indian market is full of a range of electronic items offering different

features, benefit and most updated technology to affect the customers. Above all their

claims in their communication strategy has left no space for Indian companies to attract


8/52

the customers above all, Indian companies do not compete with MNCs in terms of

resources, technology etc. Except complete on price front.


9/52

Modern marketing of television

Everything that is happening on the Balkan, in the Europe and in the world wefind out in the different ways through the TV, and radio . In some countries the news areannounced faster than in the other countries. I think that we come to the news from the

world by the TV. My opinion is that on the Balkan 60-70% of televisions are properties

of the political parties. . Because of that they announce the news on the way they want.Media on Balkan have, and give us enough news from the world. I prefer to use the

information from Internet.

After 1990, in addition to public broadcasting, private radio and television have

started developing rapidly. Macedonian Radio and Television (MKRTV-Makedonskaradiotelevizija) has the status of a national broadcasting system. In addition to

Macedonian, it broadcasts programs in Albanian, Turkish, Serbian, Romany andVlach.MKRTV is a member of the European Broadcasting Union and is linked with itsGeneva seat and the broadcasting services of neighboring countries. The MKRTV

coverage of the territory of Macedonian via the network of about 160 transmitters and

relays is the following: MW (medium wave): 99% Television Channel

2:Television Channel 1: 96% FM (ultra-short wave): 75% 55%. MacedonianRadio broadcasts about 90 hours of various programs daily via 6 channels on FM and

MW.Macedonian Television broadcasts each day some 50 hours of news, documentaries

and programs in the areas of education, culture and the arts via 3 channels.There are also29 local public stations broadcasting about 230 hours of programs daily. Over 30 hours of

these are programs in the languages of the nationalities, of which 15 are in

Albanian.There are five public television station in five major towns with a modest totalof 30 hours of programmes daily.The expansion of private local and commercial radio

and television stations has recently subsided. At one point, about 200 radio and television

stations. A moratorium on registration and a ban on pirate broadcasting of programmes

followed. The future of these stations is connected with the imminent new laws onbroadcasting and telecommunications, which are to stipulate in detail the manner of their

foundation, broadcasting permits, etc. These laws are beginning prepared taking into

account modern developments in broadcasting, and in cooperation with the Council ofEurope.

In this century of high technical development there isn't a family in this world

without TV or radio. Those are the two media sources that we now depend on. When wehave them, we have the whole world at our hands. The TV is like a tunnel to a virtualdimension, new worlds that no one has seen but every one fantasise about it. The radio is

like a reminder of the "lost" times with its history stories. Anyway, it's just too hard not to

be in contact with the world. Because people tell the need to be informed, not to be alone.Media provide us with some light and fun in our sometimes boring lives. For example: if

you fell down, watch a good movie; find yourself in the mixture of strangers in the

screen. In, the end, we can't live without the media even if we think we can.


10/52

The most popular media source in Macedonia is television.The main Tv station is

Macedonian Tele Vision-MRTV,and it contains 3 chanals including satelite chanel.But

the govermment is making presure over it,and its program is govermmently tuned.PrivateTV stations don't have freedom in their presentation,if thay critique the govermment their

program isn't emited.RADIO.Radio is ussualy used for entertainment purpose.24 hours a

day is emitting music from every genres.There are few radio stations that cover wholecountry,and a lot of local stations which frequences are interlac.

NSWSPAPER.Newspapers are used for political and markenting purpose,and it is the

oldest media souce in Macedonia.The most famous daily newspaper is called "DIARY"-DNEVNIK which is the chipest.It has the greatest spectrum of informations of all other

media sources:tabloid,political,marketing,entertainment ect.INTERNET.In Macedonia

there are few Internet providers that enable access to Internet.My contry is presented on

few web adresses ,where everybody can take informations about it.The last 3years,Internet become the most popular meia source. "Media sources" Human life has alwaysbeen dependant on information. A famous writer once said:" A community needs news for the same reasonthat a man needs eyes. It has to see where it is going." As we entered the 21st century, the need forknowledge and information has just grown. Every day we are surrounded by all kinds of information, which

we usually find very useful. The information reaches us thanks to the many media sources and their non-stop activity.Today we cannot imagine a country, which does not have its own media sources. The mediasources have become an every day need in anyone's life. The information that had been collected throughthe day by the news agencies is presented on TV, telemetry, Internet, radio, newspapers etc.

Television is an electronic system for transmitting still or moving images and sound to receivers.Today television is the most widely used medium. It enables us to get in touch with all kinds of information,from politics to weather by following one of the local, or an international channel through satellite link or byusing a cable TV. Nowadays we can hardly imagine a home, which does not have its own TV set. Theinformation on TV is presented through the different shows, starting from news to documentaries. Thanks tothe fast development of graphics and electronic industry, a new feature has been added in the past fewyears-the telemetry. The telemetry signal is being broadcasted by some of the TV houses and can beviewed on a TV set. Information given on the telemetry depends on the TV house that is broadcasting thesignal but most often, we can find information about buses, airlines, phones, weather prognosis etc. Todayhighly developed countries have their own net of TV houses that broadcast programme 24 hours a day. The

programme they broadcast is different depending on the TV house.

Newspapers are also wide used medium. Newspapers and other magazines are read by millions of peopleall over the world, despite the competition from television and radio. Sometimes the newspapers areconcentrated on a specific area, such as sport, politics etc, but most often, they write about events indifferent areas. Newspapers can be published daily or weekly, in the morning or in the afternoon; they maybe published for the few hundred inhabitants of a small town, for a whole country, or even for aninternational market. The information found in the newspapers is being gathered by news agencies. A newsagency, also called press agency, is an organization that gathers and distributes news from around a nationor the world, and then provides them to newspapers, periodicals, and other magazines. The news agencydoes not publish news itself but supplies news to its subscribers. Al-most every medium depends on thenews agencies for the bulk of the news, even including those few that have extensive newsgatheringresources of their own. In the past few years many new newspapers were born. An enormous number of the

newborn newspapers are given free in the beginning in order to attract buyers.

Internet is a network that connects many computer networks and is based on a commonaddressing system and communications protocol called TCP/IP (Transmission Control Protocol/InternetProtocol). The Internet had its origin in a U.S. Department of Defense program called ARPANET (AdvancedResearch Projects Agency Network), established in 1969 to provide a secure and survivablecommunications network for organizations engaged in de-fence-related research. It was originally put in usein 1983 for academic needs and it has rapidly grown since, be-yond all expectations, into an increasinglycommercial and popular medium. The number of computers in the world, connected to Internet, by themiddle of the 90's was several millions. That number has significantly in-creased since. Internet connects


11/52

millions of computers, databases, programs, files, people etc., into a net and its resources are available toanyone on the net. Internet as a world wide net allows usage of a few services such as: electronic mail, ftp(file transfer protocol), chat, bulletin boards, newsgroups and the most important component of Internet-www(World Wide Web). Its popularity as a medium is owed to the enormous number of information sites presenton Internet. Today it is impossible to determine the number of sites hosted on the servers connected toInternet 24 hours a day. Finding the needed information sometimes can be difficult because of the enormousnumber of sites, but when such time comes, we can use one of the many search engines (Yahoo, AltaVista,

Excite, and MSN) to help us in our search. This way we can literally find anything we want in any time of theday. One of Internet's great features is that the newest information in any area is instantly published.

Radio, as the television finds wide use in anyone's life. The programme on the radio is broadcasted by themany and different radio stations. Most of the radio stations broadcast an interesting programme filled withmusic, talk shows, surveys etc. We can freely say that radio stations offer interactive programme, becauseof the many discussions with the listeners on different topics, concerning general problems and opinions. Asmentioned before the mediums play an incredible part in our lives. A time will come when only the informedwill succeed. We may not know that but, it certainly is so, and as the time goes by, our need to be informedwill just grow bigger and bigger and so will their part in our lives. That is why every one should give benefit inthe de-velopment of the media network.


12/52


13/52

Consumer behavior about television:

(1) Low-Involvement Consumer Behavior

A brilliant point Krugman made in his paper of 1965 was to identify the existence

of two completely different ways of experiencing television advertising. One way ischaracterized by lack of personal involvement and the other is characterized by a high

degree of personal involvement. Ray's experiment (1973) in laboratory setting indicated

the predominance of the low-involvement hierarchy in consumer response to repeatedadvertising messages. The research showed that the low involvement hierarchy occurs

somewhat more often than the learning one, while the dissonance-attribution hierarchy

simply did not occur in the laboratory repetition setting.

The concept of low involvement derived from the responses to televisedadvertising was expanded to low-involvement consumer behavior. Hupfer and Gardner

(1971) conducted a study to compare relative importance between products and issues.

The product list included trivial like facial tissues, bicycles, and coffee as well asimportant ones like automobiles and houses, and the issues contained from personal to

politically controversial issues such as fraternity membership, legalization of marijuana,

the draft, Vietnam War, and so on. The study revealed that subjects just do not care muchabout products compared to issues. While subjects rated the draft, the Vietnam war, and

world peace as extremely important, they considered facial tissues, bicycles, and

toothpaste as extremely unimportant.

Chaffee and McLeod (1973) also suggested that many purchases are made withlittle personal intellectual (or cognitive) investment as goes into many votes for

candidates. They manifested that what can be inferred from both voters' party-loyal and

consumers' brand loyal behaviors is that people are often uninvolved in the vote or

purchase, and hence behave repetitively without thinking.

Robertson (1976) argued that a large share of consumption is trivial, unimportant,

and non-ego-involving and that "active audience" view overemphasize selectivity and

rationality of consumers. He suggested that the consumer may not be particularlycommitted in his or her brand selection for many products. Thus, to such consumers

advertising is likely to be processed without undue resistance and without necessarily

through message evaluation.


14/52

(2) Low Involvement and Passive Learning

Until low-involvement theory, the explanation of advertising effectiveness wasbased on the traditional learning model that tacitly emphasizes active and purposive

behavior of audience (Krugman and Hartley, 1970). In this learning model, consumers

have been conceived as purposive, rational, goal-seeking units. It was also assumed thatWhen they need to determine which of a variety of competing brands to purchase, theywould actively seek out; acquire information as to the relative performance of the

alternative choices; and select the optimal product and brand 'rationally.'

However, what Krugman found from his research (1965) was television viewers

being in a relaxed state, having somewhat motionless eyes, and letting down their perceptual guard to commercials. The consumer did not get actively involved with

messages and did not cognitively consider and process the advertisement and its contents.

Krugman was seeking an answer to why television advertising produced high level ofbrand recall yet little change in attitudes toward brands. He concluded that television is a

low-involvement medium that results in passive learning.

This conclusion contradicted previous learning theory of communication

messages. Rather, the learning of advertising was similar to learning to the nonsensical orthe unimportant. Krugman (1965) argued that the message was neither screened, nor

actively processed, but simply went to the back of the mind into long-term memory until

the purchase situation stimulate it.

Krugman and Hartley (1970) stated that the most special quality of passivelearning is an "absence of aroused resistance" to what is learned. This means that

passively learned material has an important advantage which some have also associated

with so-called subliminal perception, extrasensory perception, or hypnotism. Thisadvantage, however, is not a property of the stimulus, but of the respondent; it depends

on audience's involvement.

The significance of these studies goes beyond that most consumer products, most

advertising, and most consumer behavior are a mundane and trivial. Rather, what thestudies suggests here is that the concept of involvement may be a key variable in

explaining media effects and consumer behavior more clearly than any other mediating

variables. Thus, the next step is to examine the ways to define the concept ofinvolvement. Thus, in case of low-involvement, consumers become more susceptible to

advertised messages without perceptual resistance.


15/52

RESEARCH METHODOLOGY


16/52

INTRODUCTION TO RESEARCH:-

Research is a common parlance refers to a search for Knowledge. Research is a

Scientific investigation.

According to Learners Dictionary of current English, Research is a careful investigation

Or inquiry especially through search for new facts in any branch of knowledge.

According to Redman and Moray, Research is a systematic effort to gain newknowledge.

OBJECTIVE OF RESEARCH:-

The purpose of research is to discover an answer to question through the application of

Scientific procedure. The main objective of the research is to find out the truth, which is

Not hidden and which has not been discovered.

RESEARRCH METHODOLOGY:-

Research methodology is a Way to systematically solve the problem. It may be

Understand as a science of study how research is done scientifically. In it we study the

Various steps t6hat are generally adopted by a researcher in studying his research

problem

Along with the logic behind them. It is necessary for the researcher to know not only

there

Research methods/ techniques but also the methodology.

When we talk of research methodology, we not only talk of the research method but

Consider the, logic behind the method we use in the context of our research study and

Explain why we are not using others. So research result is capable of being evaluatedeither by the researcher or by others.

MARKETING RESEARCH:


17/52

Marketing Research is a systematic and objective of problems to the marketing of

goods

And services. Different authors have defined the term marketing research.

Marketing research is the collection summary and analysis of the data regarding

goods

And services so that behavior of consumer may be understood and maximum

satisfaction

May be provided to them. Different authors have defined the term marketing

research.

According to Blankenship and Doyle, marketing research is the collection, analysis

and

Intrepation of facts that help marketing management to get products more

efficiently into

The hands of the customer. Market research encompasses all information pertinent

to this

Task, all the appropriate techniques.

According to American Marketing association, the systematic gathering, recoding

and

Analysis of data about problems relating to the marketing of goods and services.

According to PHILIP KOTLER, Market research is the systematic problemanalysis,

Model analysis, model building and fact finding for the purpose of improved

decision and

Control in the marketing of goods and services.

According to Coree &Roberts Marketing research is any systematic attempts to

get

Information useful in solving marketing problems.

RESEARCH PROCESS


18/52

The first step calls for the marketing research to define the problem carefully and agree

On the research objective. An old age says, A problem well defined is half solved. Not

IDENTIFY THE PROBLEM AND SET

OBJECTIVE

DEVLOP THE RESEARCH PLAN

DATA COLLECTION

ANALYSIS OF DATA

FINDINGS (RESULT)


19/52

All projects can be this specific in their objective. Some research is exploratory, some is

Descriptive and some is casual.

The second stage of marketing research calls for developing the most efficient plan of

Gathering the need information .Designing a research plan can call for gathering of

secondary Data, primary data or both, research instruments, sampling plan and contactmethod.

The data collection phases of marketing research is generally the expensive and the mostProne to error. Data collection methods are rapidly improving thanks to modern

Computer and telecommunication.

The next to last step ion the marketing research process is to extract pertinent findingfrom the collected data. The researchers tabulate the data and develop frequency

distribution.

The some advance spastically techniques and decision models are also applied in thehope of additionally finding.

The last step in marketing research is the presenting the finding. Researcher should

Present major marketing decisions facing management.

DATA COLLECTIOMN:-

There are two important sources of data collection.

# Census

When data are collected from each member of the population.

#Sampling

When data are collected from selected members of the population. Thus it is the

Duty of the researcher to decide the mode whether he should conduct a census or asample to collect the data for his research.

#Sampling Plan

This classifies the targets population that has to be sampled. Once this unit is determine,

A sampling frame must be developed, so every one in the target population has an equal

Or known chance of being sampled.

#Sample Size


20/52

Large sample gives more reliable result than small sampling but due to budgetary time

And other constraint the sample size is taken of as 50 respondents.

#Sources of data collection

For data collection I have concentrate on primary data through questionnaire and also

Collected secondary data.

#Primary data

According to the information required from the consumer of bajaj allianz Questionnaire

was design for data collection. The region undertaken for the research is Rishikesh.

#Secondary data

Secondary data was collected from books, newspaper, magazine and website.

SAMPLING DESIGN:-

#Convenience sampling

In this of sampling the investigators select certain items from the domain as per his

Convenience. In this sampling no planned efforts is made to collect information

Agewise Classification of Respondent:


21/52

When respondents were categorized on the basis of age. An attempt wasmade to know the most as perceive by the respondents of Rishikesh. The

information thus received is presented in the table below:

81

14 5 0

181%

14%5%

0%0

20

40

60

80

100

18-25 26-35 36-50 51-above

Inferences: The data presented in the above table indicates that most of the

81%respondent were 18-25age, 14% respondent 26-35 ages , 5% respondent 36-50 ages

and above 51 year old were nothing. it is also found that 81% respondent in the sampleindicated inclination toward young generation .

Sexwise Classification of Respondents:

Age

Description No of respondent %

18-25 81 81%

26-35 14 14%

36-50 5 5%

51-above 0 0%

total 100


22/52

. An attempt was made to know sex categories of the respondent perceive by

the respondents of Rishikesh. The information thus received is presented in the

table below

34

66134%

66%

0

20

40

60

80

f m

Inferences: The data presented in the above table indicates that most of the 34%respondents were involved female and 66% respondent male in my research. I have

collected total 100 data in which were involved male and female.

Family size wise classification of Respondents:

Sex


F 34 34%

M 66 66%

100


23/52

An attempt was made to classify the respondent on the basis of their family

size. The information thus received is presented in the table below

Family size


Up to 4 member 34 23%

5-6member 53 33%

More than 6 member 13 10%

100

34

53

13

23%

33%

10%

0

10

20

30

40

50

60

upto 4 member 5-6member more than 6

member

Inferences: The data presented in the above table indicates that most of the respondentswere involved .I have collected total 100data. I have collected family size data of

respondent in which 24% up to 4 member, 33% respondent 5-6, and more than 6 10% ofrespondent were involved.

Marital Status wise Classification of Respondents:


24/52

Respondents were categorized on the basis of martial status. The

information thus received is presented in the table below

24

76124%

66%

0

20

40

60

80

100

m u

Inferences: The data presented in the above table indicates that most of the respondentswere involved 66% unmarried and 24% married in my research. I have collected data

total 100 in which were involved married and unmarried.

Martial status


U 24 24%

M 76 66%

100

Brand ownership


25/52

An attempt was made to know the most brand ownership by the respondents of

Rishikesh. The information thus received is presented in the table below:-

2 2 2 3

167

16

27

2 5 2 37 62% 2% 2% 3%

16%

7%

16%

27%

2%5%

2% 3%7% 6%

0

5

10

15

20

25

30

aiwa bpl lg

philips

sharp

startreck

videocon

Inferences: Samsung is the major possessed brand 27% , followed by LG and

Philips 16% , Aiwa 2%,bpl 2%, onida 7%,bush 3%, akai 2%, Sony 5%, sharp2%,

Weston 6%, star trek 2%, Sansui and Videocon too find places with 3%& 7 percent

respondents respectively.

Brand awareness

Brand ownershipDescription No of respondent %

Aiwa 2 2%

Akai 2 2%

Bpl 2 2%

Bush 3 3%

Lg 16 16%

Onida 7 7%

Philips 16 16%

Samsung 27 27%

Sharp 2 2%

Sony 5 5%

Star trek 2 2%

Sansui 3 3%

Videocon 7 7%

Weston 6 6%

Total 100


26/52

An attempt was made to know the most brand awareness as perceive by the

respondents of Rishikesh. The information thus received is presented in the table

below:-

Sl No Brand No of Respondents Percentage

1 BPL 48 96

2 Videocon 43 86

3 Onida 43 86

4 Philips 41 82

5 LG 45 90

6 Kenwood 38 76

7 Samsung 44 88

8 Sharp 40 80

9 Thomson 38 76

10 Sansui 41 82

11 Sony 43 8612 Akai 44 88

13 Crown 43 86

Brand Awarenss

050

100

150

BPL

Onida LG

Samsung

Thomson

Sony

Crown

Name of Brand

%Awarenes

Series1

Brand Awareness is highest for BPL, Videocon, Onida, Philips, Lg, Samsung, Thomson,

Sharp, Sansui and Sony percent.


27/52

Source of Information:

An attempt was made to know the most sources of information as perceive by


table below:-

60

3010

0

60%

30%

10%0%0

20

40

60

80

advertisement friends sales agent if any othesr

Inferences: This analysis shows that 60% customers have collected data from

advertisement, 30% friends, 10% sales agent, and 0% any other sources. It means says

that many people are influences by advertisement.

Sources of informationDescription No of respondent %

Advertisement 60 60%

Friends 30 30%

Sales agent 10 10%

If any others 0 0%

Total 100


28/52

Need Recognition:

Amongst the following who influenced you most in recognizing the need of

colour television

Need recognized


Friends 10 10%

Family

Members 58 58%

Advertisements 30 30%

If any other 2 2%

Total 100

10

5830

210%

58%

30%

2%010203040506070

friends

family

me

mbers

advert

isemen

ts

afan

yother

Inferences: This analysis shows that 30% customers have collected data fromadvertisement, 10% friends, 58% family members, and 2% any other sources. It means

says that many people are influences by family members.


29/52

Major Influencers:

An attempt was made to know the major influences as perceive by the


below:-

Major influences


Self 55 55%

Friends 19 19%

Advertisement in various media 9 9%

If any other 17 17%

Total 100

55

19 9 17

55%

19%9%

17%

0102030405060

self

friends

adverstisem

entinvarious

media

ifantother

Inferences: The data presented in the above table indicates that most of the 55%respondent were influences to self, 19% friends, 9% advertisements in various media and

17% any other in my research. I have analyses that 55% respondent are influences by

self.


30/52

Year of Purchase:

An attempt was made to know the most year of purchase as perceive by the


below:-

year of purchaseDescription No of respondent %

1993 2 2%

1996 8 8%

1997 4 4%

1998 8 8%

1999 5 5%

2000 20 20%

2001 5 5%

2002 11 11%

2003 7 7%

2004 11 11%

2005 12 12%

2006 2 2%

2007 5 5%

Total 100

199319961997199819992000

2001200220032004200520062007

2

8 48 5

20

511 7

11 122

5

2%

8%4%

8%5%

20%

5%

11%7%

11%12%

2%5%

Inferences: The data presented in the above table indicates that most of the 20%respondent have purchased in 2000, 2% of respondent in 1993 , 8% respondent in 1996 ,

4% respondent in 1997, 8% respondent in 1998, 5% respondent in 2001, 11% respondentin 2002, 7% respondent in 2003,11% respondent in 2004,12% respondent in 2005, 2%

respondent in 2006 and 5% respondent in 2007 5%. But Very highly purchased by 2000.


31/52

Size of Colour TV Purchased:

An attempt was made to know the most size as perceive by the respondents of

Rishikesh. The information thus received is presented in the table below:-

Size


14" 2 2%

20" 15 15%

21" 80 80%

If any other 3 3%

Total 100

215

80

32%

15%

80%

3%0

10

20

30

40

50

60

70

80

90

14" 20" 21" if any other

By the analysis one could easily concluded that 21" TV can alone satisfy the need of

these people. 80% of people have purchase 21" TV,15% people have purchased 20 ,2%

people have purchased 14 TV and 3% people have purchase any other TV.


32/52

Mode of Purchase:

An attempt was made to know the most mode of purchase as perceive by the


below:-

Mode of purchase


Cash 88 88%

Lone 6 6%

Gift 6 6%If any other 0 0%

Total 100

88

6 6 0

88%

6% 6%0%0

20

40

60

80

100

cash lone gift if any other

Inferences: The data presented in the above table indicates that most of the 88%respondent did mode of purchased by cash, 6% lone, 6% gift and 0% any other. I haveanalyses that 88% respondent have purchased by cashs.


33/52

Most Favourtie Brand

An attempt was made to know the most favorite brand as perceive by the


below:-

Most favorite brandDescription no of respondent %

Bpl 4 4%

Bush 3 3%

Lg 19 19%

Onida 2 2%

Philips 16 16%

Samsung 30 30%

Sony 7 7%

Star trek 2 2%

Sansui 9 9%

Videocon 5 5%

Weston 3 3%

total 100

4 3

19

2

16

30

72

95 3

4% 3%

19%

2%

16%

30%

7%

2%

9%5%

3%0

5

10

15

2025

3035

bpl

bush lg

onid

a

philip

s

samsung

sony

star

treck

suns

ui

vide

ocon

wes

ton

Inferences: Although Samsung is most favorite brand as a whole respondent.

This analysis shows that 4% customers have most favorite brand Bpl,3%respondent have

favorite brand bush,19%have liked lg, 2% onida, 16%philips, 7% Sony, 2%star trek , 9%


34/52

Sansui, 5%videocon,3% Weston and 30% respondent have most favorite brand

Samsung.

Whether purchased favorite brand

An attempt was made to know the whether purchased favorite s brand as

perceive by the respondents of Rishikesh. The information thus received is

presented in the table below:-

Whether purchased favorite brand


Yes 76 76%

No 24 24%

Total 100

76

24

76%

24%

0

20

40

60

80

100

yes no

Inferences: The data presented in the above table indicates that most of 76%respondents have purchased and 24% respondent have not purchased. I have analysisthat most of respondent have already purchased their most favorite brand.


35/52

Most effective Advertising Media:

An attempt was made to know the most advertisement like in medias as perceive

by the respondents of Rishikesh. The information thus received is presented in

the table below:-

Adv most like in media


TV 57 57%

Radio 0 0%

News papers 27 27%Magazine 5 5%

Exhibitions 9 9%

Any others 2 2%

Total 100

57

0

27

5 9 2

57%

0%

27%

5%9%

2%010203040506070

tvradio

news

papers

magazine

exibitio

ns

anyothers

Inferences: The data presented in the above table indicates that most of the 55%respondent were advertising most like media TV ,27% news papers ,0% radio, 5%

magazine,9%exhibitions and 2% any other. I have analysis that most of respondent have

liked media TV.


36/52

Suitable Promotional Scheme:

An attempt was made to know the most suitable promotional scheme as perceiveby the respondents of Rishikesh. The information thus received is presented in

the table below:-

Suitable promotional scheme


Lone/finance schemes 15 15%

Gift along with the product 31 31%

Price rebate offered by the company 25 25%

Extending the warranty period 14 14%

Offering the scheme of exchange with old TV 15 15%

Total 100

15

3125

14 15

15%

31%

25%

14% 15%

05

101520253035

lone/finance

schemes

gift along

with the

product

price rebate

offered by

the

company

extending

the warranty

period

offering the

scheme of

exchange

with old tv

Inferences: This analysis shows that 15%customers prefers lone/finance

scheme ,31% customers prefers gift along with the product scheme , 25%

customers prefers price rebate offered by the company scheme, 14% customers

extending the warranty period scheme, and 15% offering the scheme of exchange

with old TV. I have analysis that most of respondent like to gift along with the

product.


37/52

Attribute rating

An attempt was made to know the most attributes rating of product as perceive by therespondents of Rishikesh. The information thus received is presented in the table below:

description 1 2 3 4 5 PW Rankcompany name 2 6 18 21 53 417 1

price 4 6 17 18 55 414 3

design 4 9 18 20 49 401 7

sound clarity 3 6 18 19 54 415 2

picture clarity 8 6 11 21 54 407 5

no. of channel 6 10 13 20 51 400 8

plat picture tube 9 8 23 19 41 375 10

remote feature 9 10 15 18 48 386 8

ear phone 10 16 14 13 47 371 11

channel locking 4 13 19 19 45 388 9

after sales services 6 10 14 15 55 403 6

adv. Tech. 4 4 20 19 53 413 4

Inferences: The data presented in the above table indicates that most of respondenthave given 1 rank to company name,2 sound clarity, 3 price, advance technology,

5picture clarity, 6 after sales service, 7 design, 8 remote feature, 9 channel locking, 10plat picture tube, and 11 ear phone.


38/52

Estent Of Satisfaction:

An attempt was made to know the most extant of satisfaction as perceive by


table below:

Extant of satisfactionDescription No of respondent %

To a large

extent 45 45%

To some extent 40 40%

To a little

extent 3 3%

Not at all 12 12%

Total 100

45 40

312

45%40%

3%

12%

0

10

20

30

40

50

to a large

extent

to some

extent

to a littile

extent

not at all

Inferences: The data presented in the above table indicates that most of 45%respondent have to large satisfied ,40% of respondent have to some extent , 3%

respondent have to little extent and 12 of respondent have not at all.


39/52

Feature most disliked

An attempt was made to know the features most dissatisfaction as perceive

by the respondents of Rishikesh. The information thus received is presented in the

table below:

Features most

dissatisfaction

Description No of respondent %Company name 4 4%

Price of the product 11 11%

Cabinet design/ 8 8%

Sound clarity 19 19%

Picture clarity 5 5%

No. of channel's offered 19 19%

Plat picture tube 0 0%

Features of remote control 7 7%

Ear phone socket speaker system 6 6%

Channel locking system 7 7%

After sales service 8 8%

Advance technological features 6 6%

Total 100

411 8

19

5

19

07 6 7 8 64%

11%8%

19%

5%

19%

0%

7% 6% 7%8%

6%

0

5

10

15

20

25

co

mpany

n

ame

cabinet

de

singn/

picturecalrity

platpictre

tube

eat

phone

so

cket

afte

rsales

se

rvice


40/52

Inferences: The data presented in the above table indicates that most of 4% respondenthave dissatisfaction to company name, 11%respondent to price of product , 8%respondent to cabinet , 19% respondent to no. of channel offered ,0% respondent to plant

picture tube, 7% respondent to feature of remote control, 6% respondent to ear phone

socket speaker system 8% respondent to after sales service and 6% respondent havedissatisfied to advance technology features .

Intention to Dispose off Present Brand:

An attempt was made to know the most intention to dispose off as perceive

by the respondents of Rishikesh. The information thus received is presented in the

table below:

Intention to dispose off


Yes 52 52%

No 48 48%

Total 100

52

48

52%

48%

45

46

47

48

49

50

51

52

53

yes no

Inferences: The data presented in the above table indicates that most of 52% respondentshould be not disposing off their brand but 48% respondent should be change. I haveanalyses that some people want something new in your life.


41/52

Intention to purchase next Brand

An attempt was made to know the most intention to purchase next tv as

perceive by the respondents of Rishikesh. The information thus received is

presented in the table below:

Intention to purchase nextDescription No of respondent %

Akai 2 2%

Bpl 3 3%

Kenwood 3 3%

Lg 7 7%

No 37 37%

Onida 15 15%

Samsung 12 12%

Sony 10 10%

Star trek 3 3%

Sansui 5 5%Videocon 3 3%

Total 100

2 3 37

37

15 12 103 5 32% 3% 3%

7%

37%

15%12% 10%

3% 5% 3%05

10152025303540

akai bp

l

kenw

ood

lg no

onid

a

samsu

ng

sony

star

trek

suns

ui

vide

ocon


42/52

Inferences: The data presented in the above table indicates that most of 2% respondentshould be want purchase akai , 3%respondent to BPL product , 3% respondent toKenwood, 7% respondent to lg,37% respondent dont purchase , 15% respondent to

onida , 12% respondent to Samsung .3% respondent to star trek, and 3% respondent

should be purchase.


43/52

LIMITATION OF THE RESEARCH

Nothing in universe I immune from limitations. So there is always limitationwhen something is to be done. Like so this investigative study also has some limitation.

There were some limitations which I faced given below. The time factors in any research

are very important.

1) The survey and research has been done in Rishikesh. There fore the results

show the brand preference of television only but due to small sample size

and short time duration, results cannot be considered as representative of

whole of the population.

2) Convenient sampling was used as the mode of conducting the research.

3) I have collected data by self d, which is confidential, so it is very difficult

for me to analysis the data.

4) It is very difficult sometime to get information from various type people of

Rishikesh.

In spite of this limitation and short coming, I had tried my best to make the study success.


44/52


45/52

BIBLIOGRAPHY

1. Philip kotler, Marketing management, Printice Hall of India, 9th edition, 1995.

2. .Research Methodology (C.R. Kothari)

3. http://www.ciadvertising.org/studies/student/99_fall/theory/chung/theories1/introduction.html

4. Z:\Media.htm

5. Business World

6. Business Today


46/52


47/52

Finding

The main finding, which I have collected by the survey, is as follows:-

1) The market growth of Samsung television is also increases while the growth of

another company market growth decreases.

2) 21television is more popular as compared to 14and 20% television.

3) Today, Samsung is the most popular company between the market and people.

4) That most of the81% respondent were 18-25age, 14%respondent 26-35 ages, 5%

respondent 36-50 ages and above51 were nothing. it is also found that 81%

respondent in the sample indicated inclination toward young generation .

5) The most of the 66% respondent were involved unmarried and 24% married in

my research.

6) The most of the 34% respondents were involved female and 66% respondent male

in my research.

7) Samsung is the major possessed brand 27% , followed by LG and Philips 16% ,

Aiwa 2%,bpl 2%, onida 7%,bush 3%, akai 2%, Sony 5%, sharp2%, Weston 6%,

star trek 2%, Sansui and Videocon too find places with 3%& 7 percent

respondents respectively.

8) This analysis shows that 60% customers have collected data from advertisement,

30% friends, 10% sales agent, and 0% any other sources. It means says that

many people were influences by advertisement.

9) This analysis shows that 30% customers have need recognized from

advertisement, 10% friends, 58% family members, and 2% any other sources. Itmeans says that many people are influences by family members.

10)The most of the 55% respondent were influences by self, 19% friends, 9%

advertisements in various media and 17% any other . I have analyses that 55%

respondent are mostly influences by self.

11) The most of the 20% respondent have mostly purchased their television in 2000.

12) The data presented in the above table indicates I have analysis that the most of the88% respondent did mode of purchased by cash.


48/52

13) The most of 76% respondents have purchased and 24% respondent have not

purchased. I have analysis that most of respondent have already purchased their

most favorite brand.

14) The most of the 57% respondent are like advertising by television.

15)This analysis shows that the most of the 31% customers prefers gift along

with the product scheme.

16) I have analysis that the most of 53% respondent have given 5 point to company,

55%price of product,49% design of product, 54% sound clarity of product, 54%

picture clarity of product, 51% no of channel, 41% flat picture tube, 46% remotefeature, 47% ear phone, 45% channel locking, 55% after sales service and 54%

advance technology of product.

17) The most of 4% respondent have dissatisfaction to company name, 11%

respondent to price of product , 8% respondent to cabinet , 19% respondent to no.

of channel offered ,0% respondent to plant picture tube, 7% respondent to featureof remote control, 6% respondent to ear phone socket speaker system 8%

respondent to after sales service and 6% respondent have dissatisfied to advance

technology features . I have analysis that mostly dissatisfied by price of product.

18) The most of 52% respondent should be not disposing off their brand but 48%

respondent should be change. I have analyses that some people want somethingnew new in your life.

19) The maximum people should be want next purchase onida


49/52

Questionnaire

1. (A) Name

(B) Age Group : (i) 18 years to 25 years (ii) 26 years to 35years

(iii) 36 years to 50 years (iv) 51 years and above


50/52

(C) Sex : Male/Female

(D) Family Size : (i) Upto 4 members (ii) 5 to 6 members

(iii) More than 6 members

(E) Marital Status : Marries/Unmarried

(F) Monthly Income : (i) Upto Rs 4000 PM (ii) Rs 4001 to Rs 5500 PM(iii) Rs 5501 to Rs 7000 PM (iv) Rs 7000 and above PM

(G) Educational/Professional Qualification:(i) Metric and below (ii) Undergraduate

(iii) Graduate (iv) Post Graduate and above

(H) Occupation : (i) Student (ii) Service

(iii) Business (iv) Any other

2. Amongst the given below with how many brands of color television are you

aware of?

(a) BPL (b) Videocon (c) Onida (d) Philips (e) LG

(f) Kenwood (g) Samsung (h) Sharp (i) Thomson (j) Sansui

(k) If any other please specify

3. From where did you get information about your co lour television?

(a) Advertisement (b) Friends/relatives(c) Dealers/Sales agent (d) If any other please specify

4. Amongst the following who influenced you most in recognizing the need of colour

television?

(a) Friends (b) family members(c) Advertisement in various media (d) If any other please specify

5. Amongst the given furthers who influenced you most in selecting your favorite brand of

colour television?

(a) Self (b) Friends/relatives

(c) Dealers /Sales agent (d) Family/children

6. To what extent advertisement of the television in various media played role in selection of

your favorite brand?

(a) To a large extend (b) To some extent(c) To a little extent (d) Not at all

7. Which brand of colour Tv do you have?......................................................................................

8. When did you purchased your brand of Television?....................................................................

9. Size of your colour Television.

(a) 14 (b) 20

(c) 21 (d) If any other please specify

10. What was the mode of your purchase?

(a) Cash (b) Lone/finance

(c) Gift (d) If any other please specify

11. Which is your most favorite colour television?............................................................................12. Did you purchase your favorite brand of colour television? Yes/No

13. If no what was the prominent reason that you could not purchase your favorite brand of

colour television?

(c) High premium cost

(d) Non availability of the brand in the market

(e) Poor after sales and services

(f) If any other please specify


51/52

14. Advertisement of TV in which media is liked most by you...

(a) TV (b) Radio (c) News papers

(d) Magazine (e) Exhibitions (f) Any others

15. Amongst the given promotional aspects, which aspect is most liked by you in purchasing a

colour television?(c) lone/finance Scheme

(d) Gift along with the product(e) Price rebate offered by the company

(f) Extending the warranty period

(g) Offering the scheme of exchange with old TV

16. On a scale of 1 to 5 kindly rate the following product attributes which purchasing your brand

of colour television.

(a) Company name. 1.. .2345

Not so Important Very Imortant

(b) Price of the product. 12345

Not Important Very Important

(c) Cabin at design/outlook. 1.234.5...Not Important Very Imortant

(d) Sound clarity 1........ 234..5.


(e) Picture clarity 1..234..5 Not Important Very Important

(f) No. of channels offered 1..234..5


(g) Flat picture tube. 1..23.4.5


(h) Features of remote control. 1..23.4.5..


(i) Ear phone socket speaker system. 1...2...3.4.5. Not Important Very Important

(j) Channel locking system. 1...23.45


(k) After sales service. 1...23.4.5...


(l) Advance technology features. 123.4.5..


17. To what extent you are satisfied with your present brand of colour television>

(a) To a large extent (b)To some extent

(c) To a little extent (d) Not at all

18. Amongst the given product features which feature has most dissatisfied you?

(a) Company name

(b) Price of the product

(c) Cabinet design/Outlook

(d) Sound clarity

(e) Picture clarity


52/52

(f) No. of channels

(g) Flat picture Tube

(h) Features of remote control.

(i) Ear phone socket speaker system

(j) Channel locking system(k) After sales service

(l) Advance technological features19. Do you intend to dispose of your present brand of television? Yes/No

20. If yes, which brand of television will you purchase next?................................................................

.

ConclusionI have concluded that many people aware to many brand but they have purchased our

best brand. But today they do not satisfied therefore they will purchase new brand oftelevision. They do not satisfied by thats time technology and quality. Therefore they

will buy next brand of television. At the present time maximum people wants purchased

next brand of Onida.

Documents

vinod yadav