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Hislop college

NAGPUR

2011-2012

A

PROJECT REPORT

ON STUDY TO CHECK

THE CONSUMER BUYING BEHAVIOR FOR

COLOUR TELEVISIONS

A report submitted to RTMNU,In PartialFulfillment

BACHELOR OF BUSINESS ADMINISTRATION

Submitted By:VIPUL PATIL

GUIDED BYMrs. POONAM BOTHRA

HISLOP COLLEGE

TEMPLE ROAD, NAGPUR

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ACKNOWLEDGEMENTThis work has been a result of valuable guidance and

supervision of Mrs. Poonam bothra, an ideal teacher and a

true guide. I dont have the words to express the deep-felt

gratitude which I owe her. She rendered invaluable help and

guidance to me during my project and remained a continuous

source of information and motivation for me. She deserves my

special thanks for her most constructive suggestions and

healthy criticism through out my B.B.A 3RD YRS I feel enriched

by his invaluable guidance.

Finally what ever Im is all due to my parents who have

always been a constant source of guidance, inspiration, and

optimism for me. I would also like to thank my friends for their

support and encouragement through out my project report.

With so much able guidance it is difficult to offer any excuse

for the shortcomings that might follow. How ever the faultssolely are my responsibility.

VIPUL PATIL

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TABLE OF CONTENTS

TITLE1.INTRODUCTION TO THE PROJECT2.OBJECTIVES3.RESEARCH METHODOLOGY4.

CTV INDUSTRY5.CONSUMER DECISION MAKING6.NEED OF THE STUDY7.LIMITATION8.DATA ANALYSIS AND INTERPRETATION9.CONCLUSION10.RECOMMENDATION11.ANNEXUREBIBLIOGRAPHY

QUESTIONNAIRE

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Two movies a week at the theatre, getting together withfriends and relatives, playing cards, listening to the radio and

may be reading were the only available outlets for theconsumer to pass their time before the introduction of

television.

By the late 70s consumer demands were becoming strident

aspirations and expectations began out growing available

options The culmination of this was in 1982(when the colour

television was introduced and the network was partially

expended) and 1984 (with the one transmitter a dayexpansion) However these changes perhaps were more the

results of political considerations rather than meeting the

consumer demand for change.

The magazine boom of the mid 70s had limited impact

as it was catering to more or less the homogeneous group of

people dictated by language, style, and content. But for the

first time in country, TV a single medium was reaching outnationally. Radio while the forerunner did not have the same

impact.

The advantage of TV since 1984 was that it could be

received through out the country. It therefore operated as a

catalyst in defining social moves of the times. Being a truly

mass medium it drew viewership from all stratas of the

society. Each individual picked what he or she wanted from

the medium.

The advent of satellite and cable TV has now totally

changed the situation. With satellite programmes are beamed

to many countries at the same time. Operating in a protected

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economy Indian advertisers have a no market outside the

borders of India. But consumers have no such restrictions

They are more happy to adopt the latest entertainment media.

Consumers now demand quality as never before. Thebest available internationally is preferred to Indian as

economy liberalizes. An even more suitable change is

imminent. Consumers have begun to think international and

over time behave international.

Consumers and technology are marching hand inhand today. IT is thus

incumbent upon the marketers, manufacturers,advertisers, and agencies to

understand this new consumer and keep pace or face the

alternative of being left behind. To establish their standing in

the market they have to be constantly on the search for

customers and have to find out what consumer buy , how

much can they pay and what is being made available to them

by the competitors not only in India but internationally too.

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COLOR TELEVISION INDUSTRYTelevision has recorded a phenomenal growth in India. It has

become an accepted part of our daily life in very short span.

Television is affecting customers, domestic routines,

educational techniques and entertainment pattern. In the

recent past television was luxury item meant for rich people

only but now a days, it is considered as necessity by most of

the people. However the role of audio visual media ofcommunication for a country like India with large population,

high illiteracy and vast area assumes critical importance and

television can be regarded as harbinger of social, economic,

and cultural development. Television combines in it all the

benefit of the radio, newspaper and cinema and therefore it is

the most popular media for education, information and

entertainment. Before understanding any market adventure, itis important to understand the industry. Therefore, it is useful

to study background of TV industry of India briefly.

The first demonstration of actual television was made in

1925-27 by J.Lbaird and C.F Jenkins. The Black and White

TV broadcast was introduced in UK in 1937. A color

sequential system developed by Columbia Broadcasting

service was adopted in U.S.A. in 1950 for coloured T.V.transmission. After a great deal of internal debate, the

government of India decided to introduce television in the year

1959. Commercial production of T.V. sets was started in

1970. Later on doordarshan stations was set up in

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Bombay(1972), Amritsar(1973), Srinagar(1973),

Calcutta(1975), Madras(1975) and Lucknow(1975).

HISTORICAL DEVELOPMENT IN INDIAThe 80sThe 80s saw the industry growing at a fast rate of 30% per

annum. The years following the 1982 Asian games saw an

exponential rise in growth, which coincided with the setting up

of Doordarshan kendras in many parts of the country.

Moreover, the government adopted a policy of encouraging

the sector, which saw the birth of many TV companies namely

Weston, Dyanora and Televista. Even state government

owned companies like Uptron, Keltron and Meltron came up.

By 1989, there were over 200 TV companies with sales of

5.2mn sets.The 90s

The early years of the 90s decade saw TV sales falling to

4mn units due to a high tax regime. However, with the onset

of the liberalization era, the year 1993 saw a reversal in

fortunes for the industry with both import duties and excise

duties being slashed. Accompanying it was a rise in the

general purchasing power of the populace, a greater variety in

TV software (with the coming in of foreign satellite channels)

and a strong rise in replacement demand. Sales touched

almost 9mn units in 1998. This period also saw the entry of

MNCs.

The years 1998 and 1999 have seen events like, the large

pay-out to the government staff through the implementation of

the 5th Pay Commission, World Cup 1999 and the success of

the rabi crop. These events have changed the face of theCTV

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industry, which realized a growth of 29-30% for the last two

years. In fact, for LG, (official sponsor of the World Cup 1999)

this was the most successful brand building exercise, as the

company saw a 95% growth in 1999.

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LIST OF COMPANIES IN CTV INDUSTRY

S.No. BRANDMKTSHAREPUNCH LINES1.SAMSUNG17%Digital

2.VIDEOCON12.4%Bring home the leader3.LG14.5%Digital LG

4.SONY18.1%Flatter than the flattest flat5.AIWA8%Intelligence Embedded

6.ONIDA7%Neighbors Envy Owners Pride7.

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BPL5% believe in the bestPHILIPS7%Lets Make things better

18% others

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LIST OF COMPANIES IN CTV INDUSTRY

S.No. BRANDMKTSHAREPUNCH LINES1.SAMSUNG17%Digital

2.VIDEOCON12.4%Bring home the leader3.LG14.5%Digital LG

4.SONY18.1%Flatter than the flattest flat5.AIWA8%Intelligence Embedded6.ONIDA7%Neighbors Envy Owners Pride7.

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BPL5%Believe in the Best8.PHILIPS7%Lets Make things better9.SANSUI5%Better than the best

10.OTHERS13.0%

CONSUMER BEHAVIORThe aim of marketing is to meet and satisfy targetcustomers needs and wants.

The field of consumer behaviour studies how

individuals, groups, and

organizations select, buy, use, and dispose of goods,

services, ideas, or experiences to satisfy their needs and

desires. The consumer buyer behaviour is the buying

behaviour of final consumerindividuals and households who

buys goods and services for personal consumption.

Understanding consumer behaviour and knowing

customers are never simple. Customers may state their

needs and wants but act otherwise. They may not be in touch

with their deeper motivations. They may respond to influences

that change their mind at the last minute. Nevertheless,

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marketers must study their target customers wants,

perceptions, preferences, and shopping and buying behavior:

Studying consumers provides clues for developing

new products, product features,prices, channels, messages, and other marketing-mixelements.A Model of Consumer Behavior

At one time, marketers could understand consumers through

the daily experience of selling to them. But the growth of

companies and markets has removed many marketing

managers from direct contact with customers. Increasingly,managers have had to rely on the 7 Os framework for

consumer research to answer the following key questions

about any market:

Who constitutes the market?OccupantsWhat does the market buy?

ObjectsWhy does the market buy?ObjectivesWho participates in the buying?OrganizationsHow does the market buy?OperationsWhen does the market buy?

OccasionsWhere does the market buy?OutletsThe starting point for understanding buyer behavior is

stimulus-response model shown below. Marketing and

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environmental stimuli enter the buyers consciousness. The

buyers characteristics and decision process lead to certain

purchase decisions. The Marketers task is to understand

what happens in the buyers consciousness between thearrival of outside stimuli and the buyers purchase decisions.

They must answer two questions:

How do the buyers characteristics-cultural, social,personal, andpsychological-influence buying behavior? How does the buyer make purchasing decisions

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THE BUYER DECISION PROCESS

The buyer decision process consist of Five Stages-:Need recognition,

information search, evaluation of alternatives, purchase

decision, and post purchase behaviour. Clearly the buying

process starts long before actual purchase and continues long

after. Marketer need to focus on the entire buying process

rather than on just the purchase decision.1.NEED RECOGNITION- The first stage of the buyerdecision process inwhich the consumer recognizes a problem or need.2.INFORMATION SEARCH- The stage of the buyerdecision process in

which the consumer is aroused to search for more

information; the consumer may simply have heightened

attention or may go into active information search.

3.EVALUATION OF ALTERNATIVES - The stage of thebuyer decisionprocess in which the consumer uses information toevaluate alternative

brands in the choice set.4.PURCHASE DECISION- The stage of the buyer decisionprocess inwhich the consumer actually buys the product.5.POST PURCHASE BEHAVIOUR-The stage of the buyerdecision

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process in which the consumer take further actionafter purchase based theirsatisfaction or dissatisfaction.

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MARKETING MIX

Marketing mix can be defined as the set of controllable tacticalmarketing tools product, price, place, promotion-that the firm may

blend to producethe responseit wants in the target market.PRODUCT-Product means the goods and servicescombination the company

offers to the target market. In case of color television it includes

variety, quality, design feature, brand name, packaging, services that

are offeredalong with the television.PRICE- It is the amount of money thecustomer have to pay to obtain the product(CTV). It includes list price, discount,allowances, payment period, credit terms.PLACE- It includes company activities thatmake the product available to target

consumers. Channels, coverage,assortments, locations, inventory,transportation,logistics becomes the part of placePROMOTION- Promotion means activities thatcommunicate the merits of theproduct and persuade target consumer tobuy it. various promotional activities areadvertising, personal selling, salespromotion, public relations.

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FACTORS AFFECTING CONSUMER BEHAVIOR

Consumer purchases are influenced strongly by cultural, social,personal, and psychological characteristics. For most marketer

cannot control such factors, but they must take them into

account.(a) CULTURAL FACTORS

Cultural factors exert the broadest and deepest influence

on the consumer behavior the marketer needs to understand the

role playedby the buyers culture, subculture, and social class.

(i) Culture- the set of basic values,perception, wants and behaviorlearned by the member of the society fromfamily and other importantinstitutions.(ii) Subculture- a group of people with shared

values system based oncommon life experiences and situations.(iii) Social class- relatively permanent anddivision in a society housemembers share a similar values, interests,and behavior.(b) SOCIAL FACTORS

A consumers behavior is influenced by socialfactors, such as theconsumers small group, family and socialroles and status

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(i) Group- Two or more people who interactto accomplish individuall

or mutual goals.(ii) Family- The family members (husband,wife, children) canstrongly influence buyer behavior

(iii) Role and Status- Role consist of theactivities people are expected

to performaccordingto the personsaroundthem.

Status reflect the general esteemgiven to it by the society. Peopleoften

choosethe productsthat showtheir status in the society.

(c) PERSONAL FACTORA buyer decision also are influenced by personal

characteristics such as the buyers age life style, and life cyclestage, occupation ,economic situation , lifestyle , and personality

and self concept.(i) Age and Life cycle stage- People changethe goods and services they buyover their lifetime. Tastes of the peopleundergo change with their age.

Family life cycle- the stages through whichfamilies might pass as theymature over time.

(ii)

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Occupation A persons occupation alsoaffect the goods and servicesthey bought

(iii)Life Style- A persons pattern of living asexpressed in his/heractivities, interest, and opinion.(iv)Personality-A persons distinguishingpsychological characterstics thatlead to relatively consistent and lastingresponses to his or her ownenvironment.(d)PSYCHOLOGICAL FACTORSA persons buying choices are influenced byfour major psychologicalfactors: motivation, perception, learning, and

beliefs and attitudes.(i) Motivation- A need that is sufficientlypressing to direct the person to seeksatisfaction of the need.(ii) Perception- The process by which peopleselect, organize, and interpretinformation to form a meaningful picture of

the world.(iii) Learning- Changes in the individualsbehavior arising from experience.(iv) Beliefs and Attitude- Belief is adescriptive thought a person hold about

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something.Attitude is a persons consistently favorableor unfavorable

evaluation, feelings, and tendencies towardsan object or idea.

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RESEARCH METHODOLOGY

1.Primary data collection- The

information was collected by the way offaceto face interviews. This method wasadopted to make the survey interactiveand also awareness enhancing.

2.Research-Survey

3.Research instrument- Structured

Questionnaire.4.Area covered/scope of the study-

nagpur city.5.Sample Size-50

6.Sample Unit- Businessman,

Professional, Govt. employees, Students,

Housewives.7.Sample Procedure- ConvenienceSampling8.Contact Method-Personal InterviewMethod

GENDER %OFRESPONDENTS

Male 58

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Female 42

MARITAL STATUS %OF RESPONDENTS

Married 62Unmarried 38

AGE %OF RESPONDENTS

20-25 3626-40 3240.55 32

EDUCATION %OF RESPONDENT

Post-graduate 26Graduate 49Matriculate 13Others 12

OCCUPATION %OF RESPONDENT

Businessman 26ProfeSSIONAL 21Govt. employee 15Student 20Housewife 18

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MONTHLY HOUSEHOLD INCOME %OFRESPONDENTS

Up to Rs. 5000 9Rs.5001-10000 14Rs. 10001-15000 54More than Rs.15000 21

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NEED OF THE STUDY

This study will help the dealers to know that whichfactors influencethe consumersmost and at the same

time which source of information influence their

buying decision. This research can be useful as

source of information for similar projects. My study

will help the customers to know which brand of CTVto select as there are number of brands which are

available in the market.

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OBJECTIVES OF THE STUDY

The buying behavior of the consumer with regard to CTV is

influenced by number of external and internal factors and thisstudy attempts to know about the consumer buying behavior

and at the same time what factors do the consumers have in

their mind before they make up their mind to purchase a CTV

so the main aim of my study was:-

1. To determine factors that influence the buying behavior of

consumer.

2. To determine the most preferred brand.3. To find out reasons and analysis for the most preferred

brand.

4. To determine the most preferred features that the

consumers look for while

the selection of any brand.

5. To have an idea about the future purchase plan of the

consumers.6. To determine the level of satisfaction with regard to

services provided by the

retailers and brand already owned by the consumer.

7. To determine the promotional schemes that attracts the

consumer the most.

8. To know whether CTV are bought on a particular occasion

or purchases are

need driven.

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LIMITATION

Although sincere efforts were made by me tocollect the maximum, most authenticand relevant information even then this studymay have the following limitations:-

1. This study cannot be generalizedfor all the consumersof CTV since the

universe under study in my research was limited to Jalandhar and

Nakodarcity.2. All the results and conclusion have been drawn on the basis of

informationprovided by the respondent so there is the possibility of

individual bias on the part of respondent.

3. Time was an another limiting factor4. The method used for data collection isconvenience sampling methodtherefore drop in or go through error mighthave crept in .5. Buying behavior is an attitudinal which needspecialized knowledge of thearea so there is a chance of interpretationalerror. .

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FINDINGS AND ANALYSIS

PRODUCT ATTRIBUTES /FACTORS WHICHAFFECTED

THE CUSTOMERS CHOICE OF BRAND

Product attribute /factors has been divided into three

categories i.e. critical/most significant factors-means

factors that were considered by seventy or more thanseventy respondents while purchasing existing brand of

CTV. Moderately significant factors-it includes factors that

were considered by 50 to70 respondents while purchasing

existing brand of CTV. Third category is of Less Significant

factors it includes those attributes that were consideredby

less than 50 respondents.a) Critical/Most Significant ProductAttributes/Factors:This category includes After-Sales-Services, Better Quality and BrandImage as 82,80&72 respondentsconsidered these while buying CTV.b) Moderately Significant ProductAttributes/Factors

This category includes Warranty Advanced

Technology, Picture quality, Sound output and

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attractiveness with 68,66,63,60$58 considering these while

they purchasedCTV /selectedbrand.

These factors may be termedas maintenancefactors,

presence of these factor doesnt increases preference

much but absence of these can significantly lead to

decreasein brand preference.c) Less significant product Attributes/Factors

Easy availability, Foreign Made, Graphic Equalizers.On Screen display, Built in video Game, Child Lock, Low

price are in this category as 48, 48, 38, 35, 32, respondents

consideredthese while buyingthe CTVs.

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BRAND PREFERENCE FOR CTVS:

A brand is a name, item, sign, symbol or design ora combination of them,intended to identify the goods or services of onesellers or group of sellers andto differentiate them from those of competitors.Thus a brand identifies the seller or market. Undertrademark law , the selleris granted exclusive rights to the use of the brandname in property.

Brandsvary in the amountof powerand value they have

in the

market place. Brandpreferencemeansthat the consumerwouldselect

that

particular brandover others. A powerful brandis to have a high brandequity.

Survey reveals that Sony, Samsungand LG have the high

brand preference. Philips, Videocon, Onida enjoy moderate preference.

Akai, Aiwa, Sansui has got low brandpreference.

Brand preference for Thomson among consumers is minuscule

.Sony and Samsung have high preference because of their excellent

performance in terms of quality and high brand loyalty build over the

years. Philips has been able to build high preference due to aggressive

promotionalcampaignand excellent service backup.

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ATTRACTIVENESS OF PROMOTIONAL SCHEME:

Survey has revealed that out of 100

respondents 53 i.e. 53%have responded that discount

offers attract them most. While 27%and 20%have

responded that exchange offer and free gift attract them

most.High attraction for discount after signifies the price

conscious market. Low attraction for free gift can be

attributed to consumers belief that companies add up the

cost of gift in the cost of actual product.

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INFLUENCE OF PERSON ON BUYING DECISION

Family members influence the consumer

behavior in two ways. Firstly the

consumer is affected by his environment

which is influenced by his family members

,secondly most of the products are

purchased for use at the residence and

family members have assay in the

purchase decision

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BEST CTV (CUSTOMER VIEW)

The respondents were asked that which

is the best ctv on the basis of size of the

tv. 21 ctv was found to be the most

preferred as 52% of the respondents were

in its favor. 38% of the respondentpreferred 14 to 20 ctv, 8% preferred 25 to

29 ctv and 2% preferred 34 ctv.

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REASONS FOR BUYING FROM A

PARTICULAR SHOWROOM

Table shows out of 100 respondents 26 i.e. 26%have pointed out

that they have purchased their CTV from a particular showroom

because of the competitive price. Authorized dealership has

occupied second position as 25%respondents pointed out it as

the reason for buying CTV from a particular showroom. Thirdposition has been occupied by better services with

20%respondents pointing it out as reason for buying from a

particular showroom. 14&13 have pointed out pleasing nature

&good reputation as most important factor in this context. Credit

facility has got very low rating as only two respondents have

pointedout credit facility as main factor.

CTV is one time purchasefor most of the households&it iscostly as well as high utility item, thus they prefer to buy it from

authorized dealer. It is the cost factor which makes competitive

price important purchaseof CTV (unlike consumerproduct)is one

time purchase, thus customercan neglect pleasing nature if other

factors favor particular showroom.

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SOURCES OF INFORMATION ABOUT CTV

The survey has revealed that out of 100respondents 43 i.e. 43% of therespondent came to know about theparticular Brand from the friends, 23i.e. 23% from relatives 10% fromnewspaper, 85 each from hoardings,noticed while walking, and others .so itis clear that friends and relatives areimportant source of information ascompare to others.

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SOURCES OF INFORMATION ABOUT

BRAND

Brand selection is one of themost important decision for the customer tvis generally one time purchase item soconsumer will like to select the brand aftertaking in view the recommendation ofothers as different brands have differentpositioning in the mind of the consumer sohe/she will like to go for a brand which willbe recommended by others in order toreduce the chances of post-purchasedissonance.Word of mouth is the most crucial factor inbrandselection, recommendations from familymembers come at second, tv advertisementand news paper occupies fourth positionand hoardings are at fourth position

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PURCHASE OCCASION:The revealed that most of

the purchases are need driven as43%of the respondents have repliedthat they have bought CTV whenneeded and there was not any specificoccasion .27%bought on marriageoccasion again these purchases areneed driven as at the time of marriageCTV is purchased for dowry purpose.

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BRAND OWNED:

The survey revealed that brandowned by the maximum number ofrespondent is Sony while Samsungoccupies second position ,LG holds thirdposition, fourth position is hold by Videoconand then others.

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SUMMARY AND CONCLUSIONS

This study attemptsto knowabout the consumerbuying behavior

with regard to CTVs. What factors do the consumers have in their

mind before they make up their mind to purchase a CTV, this study

finds to gain insight into these factors.

It has been observed from survey that Sony enjoys

highest penetration level, as 40% respondents own Sony, Samsung

comes second as 25% respondent owns it.Majority of CTV owned by

the respondent(about 77%) are of

capacity 21, 20% are of size 25.

Most of the Indian consumer purchases are need

driven. 43% of the respondents have replied that they bought CTV

when need and there was not any specific occasion. 27% bought on

marriage occasion, again these purchase s are need driven as at the

time of marriageCTV is purchasedfor dowry purpose.

When it comes to source of information for the

selection of showroomit has been observedthat friends and relatives

are the major source of information about the showroom.. Out of 100

respondents43 and 33 relied on friends and relatives (respectively) as

source of information. Thus for selectingshowroomconsumer relies

on the personal sources than the impersonal sources like

advertisement,hoarding, newspaperetc.Again as a source of information for brandchoice consumerrelies heavily on word of mouth andrecommendation of family members. Survey

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It has been clearly depicted from the study that

level of satisfaction among consumer is very high. Out of 100

respondents 83 i.e. 83%are satisfied from the service of the

showroom.So far as the satisfactionfrom the brand /model owned81i.e.81%aresatisfied. Good performance,picture quality and good after

sale service are the most important reasons for the high level of

satisfaction among the consumer. 15 out of 19 are dissatisfied

consumers pointed out that obsolete model as a reason for their

dissatisfaction. Fromthis we can interpret that taste for more features

is growingamongconsumers.

Sony and Samsung are found to be the mostpreferred brands, Whereas preference for Videoconis minuscule. LG

and Philips enjoy moderate preference. Aiwa and Akai are less

preferredbrands.

In terms of popularity (brand recall test) Sony has been found to

be most popular brand with weighted mean of (first, second,

third)20.66 Samsungand LG comes second and third respectivelyin

popularity with weighted average 15.66 and 13.66 respectively. ThusSony and Samsungcan be attributed to these fact that these two are

very old and reliable in CTV market. Popularity of Samsung is high

becauseof the aggressiveadvertisementcampaignby the company.

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RECOMMENDATIONS

1) Sony, LG, Samsung, Philips have been able to

dominate the market with simple, brief andheart winning messages. So by giving more

importance to the composition of the messages

the companies can increase their impact on the

consumers.

2) To attract consumers the company should

improve the quality of their CTV. The

advertisement copies should stress on thequality of the brands, their superiority,

highlighting technological, features, and the

wide network of after- sale- services.

3) The present study reveals that the Brand

Name has most important bearing on the minds

of the consumer at the time of deciding their

choice of brand of color TV there fore everyeffort should be made through advertisement to

build up and strengthen the brand image.

4) Proper feedback should be undertaken by the

marketer in order to find out the loopholes in

their performance and undertake all possible

actions to overcome the same.

5) The role of advertisement as the study hashighlighted needs to be appreciated. Since

attractive well-planned advertisement

campaign can play a very vital role in the

increasing the share of brand in the CTV

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market. Every manufacturing organization

should have a separate advertisement cell

with intelligent and experienced marketing

professional who should be made responsible ofmaking advertisements more attractive .eye

catching and purposeful.

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ANNEXURE

RATING TECHNIQUE

In this rating technique used respondents has to rate each

and every attribute factor on 10 point rating scale. Rating score by

each and every respondentfor a particular attribute/factor is added to

get final score for that attribute. That final score is known as Rating

Score. Because every respondent has to allot score from 10 and

sample is of 100 respondents. Thus final score of each and every

attribute is out of 1000.

E.g.:- Respondent 1,2,3,4,.100 rate low priceas 4,5,7,9100thscore then addition of all scores will give finalscore of low price out of 1000.RANKING TECHNIQUEIn this scores have been attached with everyrank. The following tableshows Ranks and their score attached with

respect to rank given by respondents.Rank Score Score12345678910 012345678910

Now using scores relative to each rank finalscore is calculated as in rating

technique.

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QUESTIONNAIRE

Dear Respondent,I am a student of B.B.A in hislop collegeto the NAGPUR university. I am carrying out a surveyonConsumersBuying Behavior towards Color Televisions. Kindly helpme in this survey byfilling the following questionnaire. The informationprovided by you will be keptconfidential and for academic research only.

Thanks,VIPUL PATIL.Q1.Name the brands of CTVs which you can recall first?(a)(b)(c)

Q2. Which brand of CTV do you own?(a) Name (b) Size(c)Year of

purchase

Q3On which occasion you bought CTV?(a) New Year (b) Festival (c) Marriage

(d) Discount Offer (e) Any Other

Q4What were the information sources used by you whileselecting thebrand of CTV?

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(a) Word of mouth(b) Hoarding(c) TV advertisement (d) Print ads(e) Any others(Specify)

Q5 Who influenced your decision the most to buy aparticular brand ofCTV?(a) Spouse

(b) Children(c) Friends(d) Any other

Q6Which of the following factors influence you while buyingparticularbrand of CTV(please tick as many as possible)

(a) Low price(b) Brand image(c) Better quality(d) Easy availability(e) Attractiveness of the model(f) Any Other(Please Specify)

Q7. Are you satisfied with the service / after sale- service?(a) Yes(b) No

Q8.

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(I)Are you satisfied with the brand or model you bought?

YesNo(II) If no then tick as many as possible:-(a)Poor performance

(b)Poor after sale service

(c)Model looks obsolete

(d)Picture quality

(e)Any other (specify)

(III) If yes tick as many as possible:-(a)Good performance

(b)Good after sale service

(c)Picture quality

(d)Better looks

(e)Any other`

Q9. Rank the following according to your preference.(a) Samsung

(b) LG(c) Sony(d) Videocon(e) Any other

Q10. What attracts you more?

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(a) Free gifts(b) Discount factor(c) Exchange offer

DEMOGRAPHIC PROFILE :NAME:

AGE:

OCCUPATION:

ADDRESS:

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BIBLIOGRAPHY

The Bibliography is a list of books, magazines, journals,newspapers etc,

pertinent to the research, which the researcher hasconsulted.

1. Philip Kotler- Marketing Management

2. DD Sharma- Research Methodology

3. Purchase Behavior For Consumer Durables unpublished

MBA Research

Project Report, PU, Chd.

4. Internet Search.