Television today has become an indispensable and of import media for concern. intelligence. amusement etc. while it was a mere beginning of instruction and wonder when it came into being. Television has been revolutionized with the application of satellite engineering ; assortment of channels from different states can be viewed at our places by a mere installing of a dish aerial. Hence. it made true the statement of yesterday’s epicurean are today’s necessities. The recognition for the resurgence in Television industry mostly goes to the orbiter and overseas telegram telecasting roar. In today’s life telecasting has become a necessity instead than a beginning of amusement. Television one time called as the imbecile box is now considered as the intelligent box.
In the station liberalisation period planetary mega trade names peeped into Indian markets anticipating a immense market which was merely waiting to be tapped. Although the entry of MNC’S did non do an impact ab initio. aggressive selling schemes and advanced consumer friendly strategies has resulted in a crisp rise in their market portion.
At present many international trade names like Sony. Samsung. Panasonic. Philips. LG. and Thomson etc. are viing with Indian trade names such as BPL. Videocon. Onida etc. to capture Indian markets.
This survey has been focused on the consumer penchant of consumer lasting like telecasting and the feelings of the consumers with respects to merchandise. monetary value. topographic point and publicity. Samsung is one of the taking Television trade names in India. The survey is titled. ‘’Consumer Response and stasifaction to Samsung Television’’ . The survey has been conducted for Viveks limited. one of the largest consumer electronics and place contraptions retail concatenation in India. The survey concentrates on credence of Samsung telecastings as many of its rivals are offering similar quality and characteristics to fulfill client demands and wants. The survey has the undermentioned aims:
To cognize the grade of consciousness of different trade names of telecasting. oThe degree of trade name penchant of the consumers as respects to assorted trade names of telecasting and to cognize the trade names of telecasting which are presently in demand. oTo identify merchandise attributes act uponing trade name penchant. Oto identify which media has the greatest influence on the respondents. oTo identify merchandise attributes act uponing trade name penchant of Samsung telecastings. Oto understand the characteristics with which the respondents are most satisfied. oTo understand user behavior towards Samsung telecasting.
Oto cognize consumer satisfaction towards shopping at VIVEKS retail mercantile establishments.
Primary informations for digest of this study was gathered straight from the respondents through the usage of the questionnaire. It was developed personally and offered the latest information.
The sample size of the survey consisted of 100 respondents. 50 of whom are the users of the assorted trade names of telecastings and 50 who are the users of Samsung telecastings.
Secondary information was obtained from the bing information available in the signifier of records and other paperss available at VIVEK limited. Other beginnings of secondary informations are studies. newspapers. and magazines.
The informations gathered from the respondents have been analysed. interpreted and suggestions for the consequences have been provided.
The findings suggested the followers:
oTechnology. public presentation and trade name name has been given first consideration by the respondents when taking their telecasting. oONIDA. BPL. Videocon and Sony are the other popular trade names owned by the respondents. oSamsung have been really effectual in making trade name consciousness and positive trade name image. oThe proprietors of Samsung telecasting are satisfied with their purchase and see the merchandises of Samsung to be of the highest quality. oThe users of Samsung telecastings have been influenced by household and friends and telecasting advertizements when buying Samsung telecastings. oA bulk of the respondents consider the pricing of Samsung telecastings to be acceptable/ moderate. oThe respondents who purchased from Viveks favor the assorted characteristics of the retail shop. Of the characteristics service was considered to be a major factor for the purchases followed by its big show of consumer electrical goods. oThe consumers are satisfied with their shopping experience at Viveks and are likely to urge it to others.
1. 1 GENERAL INTRODUCTION TO THE STUDY
Television today has become the basic and the most of import media for concern. intelligence. amusement etc. while it was a mere beginning of instruction and wonder when it came into being. Television has been revolutionized with the application of satellite engineering ; assortment of channels from different states can be viewed at our places by a mere installing of a dish aerial. The recognition for the resurgence in Television industry mostly goes to the orbiter and overseas telegram telecasting roar. In today’s life telecasting has become a necessity instead than a beginning of amusement. Television one time called as the imbecile box is now considered as the intelligent box.
Today due to a sea alteration in the universe of engineering. the Television sets come with different sophisticated characteristics like distant control. tinted image tubing. car hunt and memory maps. stereo phonic phone system. level image tubing. picture-in-picture. car map plan. memory sleep timer. image control etc. Each promotion has resulted in better image lucidity and quality. with guaranteed lastingness twelvemonth after twelvemonth. All these characteristics have made telecasting sing. non merely more gratifying but besides more enjoyable than of all time before. In the station liberalisation period planetary mega trade names headed for India anticipating a immense market which was merely waiting to be tapped. Although the entry of MNC’S did non do an impact ab initio. aggressive selling schemes and advanced consumer friendly strategies has resulted in a crisp rise in their market portion.
At present many international trade names like Sony. Samsung. Panasonic. Philips. LG. and Thomson etc. are viing with Indian trade names such as BPL. Videocon. and ONIDA etc. to capture Indian markets. These aggressive selling schemes have resulted in doing the consumer the major key for success in the industry. Each merchandise offering is now designed to run into and transcend the outlooks of the consumer. But understanding consumer behavior and cognizing consumers is ne’er simple. Customers may state one thing but do another. They may non be in touch with their deeper motives. They may react to influences that change their heads at the last minute. Small companies such as a corner food market shop and immense corporations stand to gain from understanding how and why their consumers buy. 1. 2 THEORETICAL BACKGROUND OF STUDY
1. 2. 1. Market
The term market may be considered as a convenient meeting topographic point where purchasers and Sellerss gather together for the exchange of goods and services. Market means a group of people holding unmet wants. buying power to do their demand effectual and the will to pass their income to carry through those wants. Today market is equated with the entire demand. The American selling association defines a market. ‘as the aggregative demand of possible purchasers for a merchandise or service’ .
Under acute competition. a seller wants to make or capture and retain the market i. e. client demand through an appropriate selling mix offered to a mark market. The market offering i. e. supply must run into to the full client demand. which are unmet demands and desires.
1. 2. 2. Selling
Selling is a comprehensive term and it includes all resources and set of activities necessary to direct and ease the flow of goods and services form the manufacturer to the consumer in the procedure of distribution. Businessmens respects selling as a direction map to be after advance and present merchandises to the clients or clients. Human attempts. finance and direction constitute the primary resources in selling.
We have duplicate activities. which are most important in selling:
1. Matching the merchandise with demand i. e. client demands and desires or the mark market. 2. The transportation of ownership and ownership at every phase in the flow of goods from the primary manufacturer to the ultimate consumer.
The American selling association defines selling as. ’ the procedure of planning and put to deathing the construct. pricing. publicity and distribution of thoughts. goods and services to make exchanges that satisfy single and organisational objectives’ .
1. 2. 3. Selling Management
Marketing direction represents an of import functional country of concern direction attempts for the flow of goods and services from the manufacturer to the consumers. It looks after the selling system of the endeavor. It has to be after and develop the merchandise on the footing of known client demand.
Marketing direction may be defined as. ‘a procedure of direction of selling plans for carry throughing organisational ends and objectives’ .
Marketing direction has to construct up appropriate selling program or selling mix to carry through the set ends of the concern. It has to explicate sound selling policies and plans. It looks after their execution and control. It has to implement selling schemes. plans and runs. It must measure the effectivity of each portion of marketing mix and introduce necessary alterations to take disagreements in the existent executing of programs. policies. schemes. processs and plans.
1. 2. 4. Selling Mix
Marketing mix is the set of selling tools the house uses to prosecute its selling aims in the mark market.
The elements or variables that make a selling mix are four:
1. Decisions on merchandise or service.
2. Decisions on publicity
3. Decisions on monetary value
4. Decisions on distribution.
The four ingredients are closely interrelated. Under the systems approach the determination in one country affects action in the other. Marketing mix determinations constitute a big portion of selling direction. Harmonizing to Philip Kotler the term selling mix is. ‘the set of governable variables that the house can utilize to act upon the purchasers response’ . In the simplest mode. the basic selling mix is the blending of four inputs or bomber mixes. which form the nucleus of the selling system.
Product mix determination refers to determinations on merchandise assortment. quality. design. characteristics. trade name image. packaging. sizes. services. guarantees and returns.
Price mix determination refers to determinations on the merchandise list monetary value. price reductions. allowances. and payment period and recognition footings available.
Place mix determination refers to determinations on the channels. coverage. mixtures. locations. stock list and conveyance of the market offering.
Promotion mix determinations refer to determinations on the merchandises advertisement. gross revenues publicity. gross revenues force. public dealingss and direct selling. Together they form the four P’s of selling.
1. 2. 5. Selling Planning
A selling program lay down in composing the selling aims. plans and policies to be adopted to accomplish the set selling aims. Even before an incorporate selling program is prepared the company shall fix functional program for each constituent of marketing mix. To hold a sound selling program. every operation is to be examined and the jobs are to be identified. The overall selling program should be linked to the distribution channel of the company to hold effectual selling operations. The selling planning covers the readying of functional programs. integrating of this program and the readying of maestro selling program to function the aim of the administration. Marketing planning is bound to acquire a better clasp of environmental factor.
1. 2. 6. Selling Research
Marketing research is the systematic assemblage. recording and analyzing of the informations about jobs connected to the selling of goods and services i. e. jobs associating to merchandise. monetary value. publicity and distribution of the 4p’s of the selling mix. Marketing research is concerned with all those factors. which have a direct impact upon the selling of merchandises and services. Marketing research has grown along with the expanded function of selling as the focal point for the concern decision-making. Need of marketing research
Marketing research is conducted for different intents. They are:
1. To gauge the possible market for a new merchandise.
2. To cognize the reactions of consumers to a merchandise already bing in the market. 3. To happen out the general selling status and inclinations. 4. To cognize the types of consumer purchasing and their purchasing motivations. 5. To cognize the reactions of failure of a merchandise already in the market. 6. To measure the strength and failing of rivals.
1. 2. 7. Consumer Behavior
The term consumer behaviour can be defined. as. ‘the behaviour that the consumer show in seeking for. buying. utilizing and measuring merchandises. services and thoughts. which they expect. will fulfill their needs’ . The survey of consumer behaviour enables sellers to understand and foretell consumer behaviour in the market topographic point ; it besides promotes apprehension of the function that ingestion dramas in the lives of persons. Consumer behaviour refers to all psychological societal and physical behaviour of possible consumers as they become cognizant of. evaluate. purchase and consume and state others about merchandises and services. It is the form of response of purchasers to marketing offer of a house. It refers to the procedure as how consumers make their purchase determinations. It is concerned with what. why. how much. when and from whom purchasers make their purchases of goods and services.
Model of consumer behaviour
The get downing point of understanding consumer behaviour is the stimulus-response theoretical account. Selling and environmental stimulations enter the buyer’s consciousness. The buyer’s features and determination procedure lead to certain purchase determinations. The marketer’s undertaking is to understand what happens in the buyer’s consciousness between the reaching of outside stimulations and the purchasers purchase determinations.
1. 2. 8. Major Factors Influencing Consumer Behavior
Consumers purchasing behaviour is influenced by cultural. societal. personal and psychological factors
1. Cultural Factors:
Cultural factors exert the broadest and deepest influence on consumer behaviour. The functions played by the purchasers civilization. subculture and societal category are peculiarly of import.
oCulture: Culture refers to that complex whole which includes in it cognition. beliefs. art or anything adult male acquires as a member of society.
oSubculture: Each civilization consists of smaller subcultures that provide more specific designation and socialisation for their members. Sub cultures include nationalities. faiths. racial groups and geographic parts.
2. Social Factors
oReference Groups: A individuals mention groups consists of all the groups that have a direct or indirect influence on the person’s attitudes or behaviour.
oFamily: The household is the most of import consumer purchasing organisation in the society and it constitutes the most influential primary mention group.
oRoles and positions: A individual participates in many groups. household. nines. organisations etc. The person’s place in each group can be defined in footings of function and position. A function consists of the activities that a individual is expected to execute. Each function carries a position.
o Social Class: Virtually all-human societies exhibit societal stratification. Stratification sometimes takes the signifier of a caste system where the members of different castes are reared for certain functions and can non alter their caste rank more often ; stratification takes the signifier of societal category.
3. Personal factors
oAge and phase in the life rhythm: People buy different goods and services over their life-time. Taste in apparels. furniture and diversion is all age related. Consumption is shaped by the household life rhythm. Sellers frequently choose life-cycle groups as their mark market.
oOccupation and economic fortunes: Occupation besides influences a person’s ingestion form. Product pick is greatly affected by economic fortunes ; expendable income. nest eggs and assets. debts. borrowing power and attitude toward passing versus economy.
oLifestyle: Peoples from the same subculture. societal category. and business may take rather different life styles. A life style is the person’s form of life in the universe expressed in activities. interest’s ands sentiments. Lifestyle portrays the universe individual interacting with his or her environment.
oPersonality and ego construct: Each individual has a distinguishable personality that influences purchasing behaviour. It is that separating psychological features that lead to comparatively consistent and digesting responses to environment. Related to personality is self-concept or self image. Sellers try to develop trade name images that match mark markets self image.
4. Psychological factors
A individual has many demands at any given clip. A demand becomes a motivation when it is aroused to a sufficient degree of strength. A motivation is a demand that is sufficiently pressing to drive the individual to move.
Percept is the procedure by which an person selects. organizes and interprets information inputs to make a meaningful image of the universe. How a. motivated individual really acts is influenced by his or her perceptual experiences of the state of affairs.
When people act they learn. Learning involves alterations in an individual’s behaviour originating from experience. Learning theory Teachs sellers that they can construct up demand for a merchandise by tie ining it with strong thrusts. utilizing actuating cues and positive support.
oBeliefs and attitudes
Through making and larning. people get beliefs and attitudes. These in bend influence purchasing behaviour. A belief is a descriptive idea that a individual holds about something. The beliefs make up merchandise and trade name images and people act on these images. An attitude is a individual digesting favourable or unfavourable ratings. emotion feelings and action inclinations toward some object or thought. Thus a company would be good advised to suit merchandise into bing attitudes instead than seek and alter people’s attitudes.
1. 3. INDUSTRIAL BACKGROUND OF STUDY
1. 3. 1. Entry of telecasting in India
Television transmittal service in India started on the 15th September 1959 in Delhi. Television in India is now 45 old ages old. Up to October 2nd. 1972 nevertheless there was merely one Television centre in India. The Bombay centre commissioned on the 2nd October of 1972 was the beginning of telecasting entry in our communicating system. At the terminal of the decennary every bit many as 18 high power senders has been commissioned covering about 20 % of the population.
During the twelvemonth 1970 to 1982 about every portion of the Indian subcontinent was covered by telecasting broadcast. Then came the discovery in the history of India in the twelvemonth 1982. The Asiatic games were held in Delhi and the Doordarshan took the enterprise to air its telecast in colour.
1. 3. 2. Expansion of telecasting
In 1980’s in fact the really construct of the particular Television enlargement program accepted by the authorities of India is during the Asiatic games in 1982. It established that through a communicating satellite the big figure of L. P. T. ( balmy power sender ) the Television plans could be extended to make any portion of the state with much less outgo than through the puting up of the Television centres. The Indian audience saw the entry of foreign channels into India during the twelvemonth 1990-92 through the orbiter linkage this was followed by the entry of Indian private channels into the mainstreams. which wholly changed the mentality of Indian telecasting. Since so the Indian telecasting has evolved into what it is today. Television is no longer considered as a luxury point in India but on the other manus telecasting has become an indispensable merchandise for one and all.
1. 3. 3. Entry of transnational companies
In the station liberalisation period. planetary mega trade names headed for India anticipating a immense market which was merely waiting to be tapped. Contrary to market studies that showed Indian consumers were willing to pay international monetary values for planetary trade names MNC’s shortly realized otherwise. Their appraisal of market size went incorrect. Second they concentrated on tubes. Although the entry of MNC’S did non do an impact ab initio. aggressive selling schemes and advanced consumer friendly strategies has resulted in a crisp rise in their market portion. Soon many international trade names like Sony. Samsung. Panasonic. Philips. LG. and Thomson etc. are viing with Indian trade names such as BPL. Videocon. and ONIDA etc. to capture Indian markets. After old ages of ruling the CTV market. domestic participants are fring out to multinational trade names. The twelvemonth 1998-99 witnessed the gross revenues of 2. 91 million sets as against 1. 8 million set in 1996-97.
Major looser was ONIDA. which lost to a great extent as Samsung entered into its gross revenues in the northern and eastern markets. Videocon besides suffered a bead in its market portion. Sony besides saw impressive gross revenues growing during this period. Although it had really high trade name callback it is handicapped by the fact that its merchandises are monetary values 20-25 % higher than its rivals. This was because Sony imports its image tubings. its degree of dyspepsia is low and it does non fabricate 14inch Television sets. which account for 14 % of the Indian CTV market. A revamped Panasonic saw gross revenues growing by 70 % while Thomson and crisp performed good in the niche market. LG had notched up gross revenues of Rs. 40 nucleuss in merely 5 months. In the CTV industry. replacing purchasers accounted for 25 % and 10 % are multiple fit purchasers.
Rural countries have accounted for 25 % colour Television gross revenues. Turning disposable incomes both in rural and urban colonies. altering life styles and the handiness of a broad scope of consumer funding options have revolutionized the consumer durables market in India. Post-liberalization. the electric and electronics sector experienced a dramatic growing to traverse a combined turnover of Rs 20. 000 crore. In 1995. entire gross revenues in this sector were about Rs 12. 000 crore. The fast turning consumer electronics market in India includes the gross revenues volume of Rs 8. 000 crore from the domestic contraption sector. Rs 7. 000 crore from audio-video equipment and Rs 5. 000 crore from the white goods section.
2. Design OF THE STUDY
2. 1. Statement OF THE PROBLEM
The telecasting industry in India has been turning well in recent old ages. This has resulted in the entry of many transnational trade names and accordingly cut pharynx competition. In the altering scenario of modernisation and edification it is really of import and indispensable to contrive and implement better selling programs in order to better quality of the merchandise and besides to guarantee better action oriented consequences from the merchandise. Therefore marketing success mostly depends on the ability to expect buyer’s demands. Soon a great trade of consciousness has been created in analyzing consumer penchant. This survey has been focused on the consumer penchant for consumer durable goodss like telecasting and the feelings the consumers have with respects to merchandise. monetary value. topographic point and publicity. Samsung is one of the taking Television trade names in India. The survey is undertaken to analyse consumer response towards Samsung telecasting. The survey concentrates on credence of Samsung telecastings as many of its rivals are offering similar quality and characteristics to fulfill client demands and wants.