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A study on consumer behavior towards Customers consider many factors when they wish to

buy a product especially in case of durables. Price,


Television brands design, appearances, digital function, after sales
S. A. Nivethitha service, durability, warranty, power efficiency, easy
PhD Scholar in the Department of commerce, availability, free gifts, discounts and goodwill of the
company etc. are the core factors in the minds of the
Dr.S. Vasanthi customers while selecting a particular brand.
Associate Professor Customers think that the cost they pay should be
Department of Commerce worth giving. As a result of this, manufacturers are
Holy Cross College, (Autonomous) now forced to behave like price takers rather than
Tiruchirappalli price makers. They must find out what consumer want
and then translate their desires into meaningful
Abstract product or service. So each and every company has to
give their best outcome to survive in the market. This
Television is one of the important human needs as it research is an attempt to study the consumer behavior
provides entertainment to the audience and valuable towards various television brands. Hence, this analysis
information about various aspects of life. We witness on consumer behavior towards various television
a drastic change in the TV industry with the advent of brands will provide a clear view of consumers
latest models, technologies, and various features behavior and their ideas.
relating to the physical appearance of the TV. Statement of the Problem
Customers consider many factors before making a
purchase decision in buying a TV. Many companies A thorough knowledge of consumer behavior,
introduce latest models of TV under different brand preference, attitudes and motivations is essential for
names. This paper is an attempt to study the consumer market segmentation. The analysis of consumer
behavior towards various television brands. The level behavior is one of the best foundations on which the
of satisfaction of consumers varies with each brand of future of marketing depends. Though there are various
the products. Consumers are aware of the market advertising media that exist and are adopted by
condition and they are quality conscious too. companies, advertising through television is one of the
most important media which helps the firms visualize
Keywords: TV Brand, Consumer behavior, the feature performance and peculiarity about the
Awareness. products and services to the public. This research is
about the brand awareness, brand satisfaction, brand
Introduction preference and factors which influence the brand
preference.
The television has become an integral part of dwelling
in the modern world that it is hard to imagine life Objectives of the Study
without television because it provides entertainment to
people of all ages. Not just for entertainment value, 1. To study the profile of the respondents and
TV is also a valuable resource for advertising and for their level of awareness towards various
different kinds of programming. The television as we television brands
see it and know it today was not always this before. 2. To examine preference on television brands
TV was first made in 1920's with black and white and their level of satisfaction among the
screen, but later it developed into color. Different respondents
experiments by various people, in the field of 3. To examine the factors which influences the
electricity and radio, led to the development of basic customer while selecting a particular TV
technologies and ideas that laid the foundation for the brand
invention of television with many more features
which are perfect to watch and looks very much like Scope of the Study
reality. Television industries in India have seen a This study is done to find out the consumer
dramatic change during the past one decade. Many behavior towards various television brands. The study
new companies are introducing more models, types, covers information about the personal profile of the
technologies and features in television. Customers respondents, awareness towards various brands,
face a dilemma while selecting a brand because they preference, level of satisfaction and the factors that
are flooded with substitute’s availability. are all considered by the customer with regard to the
purchase of television.
Area of the Study There is an association between the type of TV brand
and the age of the respondents.
Tiruchirappalli has been selected as the area of the
Null hypothesis:
study. It is considered as one of the major cities in
There is no relationship between the type of TV brand
Tamil Nadu. It has an area of 11,095 sq.kms.
and the age of the respondents.
Thillainagar area has been covered for the research.
Alternate hypothesis:
There is an association between the type of TV brand
Research Design and the age of the respondents.
The study is descriptive in nature. It helps to describe
the characteristics of certain groups, to estimate the TYPE OF THE TV Statistical
proportion of people in a specified population, to S.No AGE RESPONDENTS HAVE Inference
make specific prediction and to determine whether LCD LED OTHERS
certain variables are around.
1 Below 20 years 2 4 0 X2=24.044
2 20 years - 25
4 19 4 df =8
years
Data Collection 3 26 years - 30 p 0.001 <
10 2 9
years 0.05
The data were collected from both primary and
4 31 years - 35
secondary sources. Primary data were collected 8 7 4 Significant
years
through Interview method in form of a structured
5 36 years and 15 8
questionnaire. Information was collected with respect 4
above
to factors that were analyzed and presented in form of
tables, diagrams etc. wherever necessary. The
secondary data were collected from research reports, From the above table it can be inferred that there is
books, journals, magazines and websites. significant relationship between age of the
respondents and type of TV that respondents have.
Sampling Design The chi square statistics has a value of 24.044 because
it is greater than the critical value of 15.507, the null
The study of Consumer behaviour towards television hypothesis of an association can be rejected.
brands was undertaken with a sample of 100 Hypothesis 2:
respondents. Convenient sampling method and There is an association between the satisfaction levels
snowball sampling method has been used to collect with regards to after sales service of the respondents.
the data from the respondents, from srirangam area. Null hypothesis:
There is no relationship between the satisfaction level
Hypotheses of the Study
with regard to after sales service of TV brand and age
1. There is a significant association between the age of the respondent.
and TV type that respondents have. Alternate hypothesis:
2. There is a significant association between the There is an association between the satisfaction level
satisfaction level with regard to after sales service of with regard to after sales service of TV brand and age
TV brand and age of the respondents. of the respondent.
SATISFACTION OF
Statistical
Limitations of the Study RESPONDENTS WITH AFTER
 The study is limited only to a particular area in S.No AGE Inference
SALES SERVICE
Tiruchirapalli and therefore, the findings of the
YES NO
study cannot be the same for other areas.
 All the findings and observations made in the Below 20
1 2 4 X2=13.596
study are drawn only on the information supplied years
by the respondents’ which is based on their 2 20 years -
25 2 df =4
preference, ideas and hence there is a chance of 25 years
bias. 3 26 years - p 0.009 <
16 5
 The response of the respondents may vary 30 years 0.05
depending upon the knowledge and awareness. 4 31 years -
17 2 Significant
Analysis and Interpretation 35 years
5 36 years
HYPOTHESIS 1: 23 4
and above
From the above table it can be inferred that there is The amount of variance a variable shares with all
significant relationship between age of the other variables included in the analysis canbe inferred
respondents and satisfaction of respondents with after from the communalities table. Variables with higher
sales service. The chi square statistics has a value of extraction values show higher association with other
13.596 because it is greater than the critical value of variables. Variables such as attractive features of the
9.488, the null hypothesis of association can be TV and sources of information share high variance
rejected. with other variables which reflects that they can be
easily associated with a common factor. Variables
Factor Analysis such as brand name of the TV and considering factors
Factor analysis technique is used to identify the by the respondents while buying TV brand shows low
consumer behavior towards TV brand in
correlation value.
Tiruchirappalli. Five factors are identified and they
are given in the table below: (validity test) Rotated Factor Loading On Consumer Behaviour

KMO and Bartlett's Test Rotated Component Matrixa


Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .456 Factors
Particulars
Approx. Chi-Square 29.439 1 2 3
Bartlett's Test of Df 10 Brand name of the TV
.818
Sphericity Sig. .001 respondents have
The unique feature of TV
.619 .588
Source: Computed from primary data respondents have
Sources of information to
.869 .123
Bartlett's Test of Sphericity is used for testing the the respondent
appropriateness of the factor model. Considering factors by the
The test is based on a chi square transformation of the respondents while buying .424
determinant of the correlation matrix. The chi- square TV brand
value shows that the variables are appropriate for The attracting features of
.142 .899
factor analysis. A higher value of Kaiser- Meyer- the TV
Olkin statistic indicates that the sample is adequate to Percentage of variance 29.653 23.190 21.082
explain the correlation between the pairs of variables
Cumulative Percentage
with the other variables (reliability analysis) 29.653 52.843 73.924
Variance
From the above it is observed that the reliability of
Source: Primary Data
coefficient alpha () for the 100 cases of 6 items is Extraction Method: Principal Component Analysis
.207 (scale range between 0.0 to1.0) which shows the
Rotation Method: Varimax with Kaiser
reliability of the given factors.
Normalization
Communalities No of No of items Reliability
Cases Coefficient
VARIABLES Extraction Alpha
Values 100 6 .207
The attracting features of the TV .843 Rotation Converged in 14 iterations
Sources of information to the respondent .770 The above table illustrates that the principal
The unique feature of TV respondents have .738 component analysis and rotated factor loading
Brand name of the TV respondents have .673 method is used for stimulating factors. From the
Considering factors by the respondents while .672 above table, it is observed that out of 5 factors, 3
buying TV brand factors are identified by the rotation method. The total
Source: Extraction Method: Principal Component Analysis. percentage of variation in the factors shows 73.924
percent.
Clustering Of Stimulating Factors In Consumer  Majority of the respondents 41.0 percent are
Behaviour using 26-30 inches TV.
FACTOR PARTICUALRS ROTATED  Majority of the respondents 47.0 percent are
FACTOR using LED TV.
LOADINGS  Majority of the respondents’ TVs 45.0 percent
I Brand name of the TV respondents are supporting 100-200 channels.
.818  Majority of the respondents 31.0 percent are
Brand have
name and The unique feature of TV informed about the TV brand by the friends and
.619 relatives.
uniqueness respondents have
 Majority of the respondents 28.0 percent are
II Sources of information to the
.869 using Sony brand TV.
Information respondent
 Majority of the respondents 48.0 percent are
source and Considering factors by the
using the TV between 2 to 5 years.
considering respondents while buying TV brand .424
 Majority of the respondents’ TVs 33.0 percent
factors have the unique feature of clear picture.
III The attracting features of the TV  Majority of the respondents 31.0 percent
Attracting
.899 consider the features of the TV.
features  Majority of the respondents 43.0 percent are
attracted by the price of the TV brand.
The above table depicts that grouping of stimulating  Majority of the respondents 83.0 percent are
factor in consumer behavior towards various TV satisfied with the after sales services.
brand. The table shows that variables, brand name of  Majority of the respondents 83.0 percent are
the TV respondents have and the unique feature of TV satisfied by their present TV brand.
respondents are clustered together as factor I and  Majority of the respondents 85.0 percent
would like to recommend the TV brand to
named as “brand name and uniqueness”. The next
others.
variables, source of information to the respondents  Majority of the respondents 58.0 percent wish
and considering factors by the respondents while to replace their brand.
buying TV brand are constituted as factor II and it
named as “ information source and considering SUGGESTIONS
factors”. The next variables, attractive features of TV o The company should stand unique in its all
are constituted as factor III and it named as “attracting features so that it can attract more and more
consumers other than regular consumers.
features”.
o 17 percent of the respondent was not satisfied
Hence the factor that stimulates the consumer with after sales service because of higher charges
behavior is given below: and poor service. The company should
1. Brand name and uniqueness concentrate on effective after sales services and
2. Information source and considering factors to reduce the high costs for service.
3. Attracting features o Consumers get information about the brand
mostly by advertisements and by word of mouth,
so that companies should concentrate in giving
Findings, suggestions: valuable advertisements and increasing its
goodwill.
 A maximum of the respondents 27.0 percent o Consumers are ready to pay reasonable cost to
are in the age group of both 20 to 25 years and the products which has good qualities and
above 36 years. features, so companies should make themselves
 Majority of the respondents 56.0 percentage of ready to give the best product and satisfy the end
the respondents are female. users.
 Majority of the respondents 63.0 percent are
married.
Conclusion
 A maximum of the respondents 31.0 percent
are post graduates. Consumers are now well aware and wish to use
 Majority of the respondents 26.0 percent are varieties of products, brands and services which are
self-employed. new in the market, fashionable, exclusive in nature,
 Maximum of the respondents 23.0 percent are rare and trendy. Everyone is unique in his/her tastes
earning between Rs.20, 001-30,000. and preferences. They all cannot be extraordinarily
satisfied every second and all the time but they can be  Mamoria C.B, Is Satish Mamoria Marketing
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preferences and buying decision is made by quality
Preference towards colour TV brands in Silchar,
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about minds of the consumers. Therefore the Assam, Indian Journal of Marketing page no 34-
manufactures have to concentrate more on producing 44 August 2012
quality goods and services.  R.C Gupta, T.C Jain, Marketing Management,
Alpha Publications, 1st Edition, 2009.
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