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. 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