EXECUTIVE SUMMARY

Television today has become the basic and the most important media for

business, news, entertainment etc. while it was a mere source of education and

curiosity when it came into being. Television has been revolutionized with the

application of satellite technology; variety of channels from different countries can

be viewed at our homes by a mere installation of a dish antenna.

The credit for the revival in TV industry largely goes to the satellite and cable

television boom. In today’s life television has become a necessity rather than a

source of entertainment. Television once called as the idiot box is now

considered as the intelligent box.

In the post liberalization period global mega brands headed for India expecting a

huge market which was just waiting to be tapped. Although the entry of mnc’s did

not make an impact initially, aggressive marketing strategies and innovative

1
consumer friendly schemes has resulted in a sharp rise in their market share.

Presently many international brands like Sony, Samsung, Panasonic, Philips, LG,

Thomson etc. are competing with Indian brands such as BPL, Videocon, Onida

etc. to capture Indian markets.

This study has been focused on the consumer preference for consumer durables

like televisions and the impressions the consumers have with regards to product,

price, place and promotion.

Samsung is one of the leading TV brands in India. The study is titled, ‘’Consumer

Response to Samsung Television’’. The study has been conducted for Viveks

limited, one of the largest consumer electronics and home appliances retail chain

in India. The study concentrates on acceptance of Samsung televisions as many

of its competitors are offering similar quality and features to satisfy customer

needs and wants.

The study has the following objectives:

2
o Understand the degree of awareness of different brands of television.

o The level of brand preference of the consumers as regards to various

o brands of television and to know the brands of television which are currently

o in demand.

o Identify product attributes influencing brand preference.

o Identify which media has the greatest influence on the respondents.

o Identify product attributes influencing brand preference of Samsung

Televisions.

o Understand the features with which the respondents are most satisfied.

o Understand user behaviour towards Samsung television.

o Understand consumer satisfaction towards shopping at Viveks retail outlets.

Primary data for compilation of this report was gathered directly from the

respondents through the use of the questionnaire. It was developed personally

and offered the latest information.

3
The sample size of the study consisted of 100 respondents, 50 of whom are the

users of the various brands of televisions and 50 who are the users of Samsung

televisions.

Secondary data was obtained from the existing information available in the form

of records and other documents available at Vivek’s limited. Other sources of

secondary data are reports, newspapers, and magazines.

The data gathered from the respondents has been analysed, interpreted and

suggestions for the results have been provided. The findings suggested the

following:

o Technology, performance and brand name has been given first

o consideration by the respondents when choosing their television.

o Onida, BPL, Videocon and Sony are the other popular brands owned by

o the respondents.

o Samsung have been very effective in creating brand awareness and

4
positive brand image
o The owners of Samsung television are satisfied with their purchase and
o
o consider the products of Samsung to be of the highest quality.

o The users of Samsung televisions have been influenced by family and

o friends and television advertisements when purchasing Samsung

o
o Televisions
o
o .
o A majority of the respondents consider the pricing of Samsung televisions
o
o to be acceptable/ moderate.

o The respondents who purchased from Viveks are aware and favor the

o various features of the retail store. Of the features service was considered
o
o to be a major factor for the purchases followed by its large display of
o
o consumer electrical goods.

o The consumers are satisfied with their shopping experience at Viveks and

5
o are likely to recommend it to others.

1. INTRODUCTION

1.1 GENERAL INTRODUCTION TO THE STUDY

Television today has become the basic and the most important media for

business, news, entertainment etc. while it was a mere source of education and

curiosity when it came into being. Television has been revolutionized with the

application of satellite technology; variety of channels from different countries can

6
be viewed at our homes by a mere installation of a dish antenna.

The credit for the revival in TV industry largely goes to the satellite and cable

television boom. In today’s life television has become a necessity rather than a

source of entertainment. Television once called as the idiot box is now

considered as the intelligent box.

Today due to a sea change in the world of technology, the TV sets come with

different sophisticated features like remote control, tinted picture tube, auto

search and memory functions, stereo phonic phone system, flat picture tube,

picture-in-picture, auto map program, memory sleep timer, picture control etc.

each advancement have resulted in better picture clarity and quality, with

guaranteed durability year after year. All these features have made television

viewing not only more enjoyable but also more pleasurable than ever before.

In the post liberalization period global mega brands headed for India expecting a

huge market which was just waiting to be tapped. Although the entry of mnc’s did

not make an impact initially, aggressive marketing strategies and innovative

consumer friendly schemes has resulted in a sharp rise in their market share.

7
Presently many international brands like Sony, Samsung, Panasonic, Philips, LG,

Thomson etc. are competing with Indian brands such as BPL, Videocon, Onida

etc. to capture Indian markets.

These aggressive marketing strategies have resulted in making the consumer

the major key for success in the industry. Each product offering is now designed

to meet and exceed the expectations of the consumer.

But understanding consumer behaviour and knowing consumers is never simple.

Customers may say one thing but do another. They may not be in touch with

their deeper motivations. They may respond to influences that change their

minds at the last moment. Small companies such as a corner grocery store and

huge corporations stand to profit from understanding how and why their

consumers buy.

1.2 THEORETICAL BACKGROUND OF STUDY

8
1.2.1. Market

The term market may be considered as a convenient meeting place where

buyers and sellers gather together for the exchange of goods and services.

Market means a group of people having unmet wants, purchasing power to make

their demand effective and the will to spend their income to fulfill those wants.

Today a market is equated with the total demand.

The American marketing association defines a market, ‘as the aggregate

demand of potential buyers for a product or service’.

Under keen competition, a marketer wants to create or capture and retain the

market i.e. customer demand through an appropriate marketing mix offered to a

target market. The market offering i.e. supply must meet fully customer demand,

which are unmet needs and desires.

1.2.2. Marketing

Marketing is a comprehensive term and it includes all resources and set of

9
activities necessary to direct and facilitate the flow of goods and services form

the producer to the consumer in the process of distribution. Businessmen

regards marketing as a management function to plan promote and deliver

products to the clients or customers. Human efforts, finance and management

constitute the primary resources in marketing.

We have twin activities, which are most significant in marketing:

1. Matching the product with demand i.e. customer needs and desires or the

2. target market.

3. The transfer of ownership and possession at every stage in the flow of goods

4. from the primary producer to the ultimate consumer.

The American marketing association defines marketing as the process of

planning and executing the conception, pricing, promotion and distribution of

ideas, goods and services to create exchanges that satisfy individual and

organizational objectives.

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1.2.3. Marketing Management

Marketing management represents an important functional area of business

management efforts for the flow of goods and services from the producer to the

consumers. It looks after the marketing system of the enterprise. It has to plan

and develop the product on the basis of known customer demand.

Marketing management may be defined as, ‘a process of management of

marketing programs for accomplishing organizational goals and objectives’.

Marketing management has to build up appropriate marketing plan or marketing

mix to fulfill the set goals of the business. It has to formulate sound marketing

policies and programs. It looks after their implementation and control. It has to

implement marketing strategies, programs and campaigns. It must evaluate the

effectiveness of each part of marketing mix and introduce necessary

modifications to remove discrepancies in the actual execution of plans, policies,

strategies, procedures and programs.

1.2.4. Marketing Mix

Marketing mix is the set of marketing tools the firm uses to pursue its marketing

11
objectives in the target market.

The elements or variables that make a marketing mix are four:

1. Decisions on product or service.

2. Decisions on promotion

3. Decisions on price

4. Decisions on distribution.
The four ingredients are closely intereated. Under the systems approach the

decision in one area affects action in the other. Marketing mix decisions

constitute a large part of marketing management.

According to Philip Kotler the term marketing mix is, ‘the set of controllable

variables that the firm can use to influence the buyers response’. In the simplest

manner, the basic marketing mix is the blending of four inputs or sub mixes,

which form the core of the marketing system.

Product mix decision refers to decisions on product variety, quality, design,

features, brand image, packaging, sizes, services, warranties and returns.

12
Price mix decision refers to decisions on the product list price, discounts,

allowances, payment period and credit terms available.

Place mix decision refers to decisions on the channels, coverage, assortments,

locations, inventory and transport of the market offering.

Promotion mix decisions refer to decisions on the products advertising, sales

promotion, sales force, public relations and direct marketing.

Together they form the four P’s of marketing.

1.2.5. Marketing Planning

A marketing plan lays down in writing the marketing objectives, programs and

policies to be adopted to achieve the set marketing objectives. Even before an

integrated marketing plan is prepared the company shall prepare functional plan

for each component of marketing mix. To have a sound marketing plan, every

operation is to be examined and the problems are to be identified. The overall

marketing plan should be linked to the distribution channel of the company to

have effective marketing operations.

13
The marketing planning covers the preparation of functional plans, integration of

this plan and the preparation of master marketing plan to serve the objective of

the organisation. Marketing planning is bound to get a better hold of

environmental factor.

1.2.6. Marketing Research

Marketing research is the systematic gathering, recording and analyzing of the

data about problems connected to the marketing of goods and services i.e.

problems relating to product, price, promotion and distribution of the 4p’s of the

marketing mix.

Marketing research is concerned with all those factors, which have a direct

impact upon the marketing of products and services. Marketing research has

grown along with the expanded role of marketing as the focus for the business

decision-making.

Need of marketing research

14
Marketing research is conducted for different purposes. They are:

1. To estimate the potential market for a new product.

2. To know the reactions of consumers to a product already existing in the

3. Market

4. To find out the general marketing condition and tendencies.

5. To know the types of consumer buying and their buying motives.

6. To know the reactions of failure of a product already in the market.

7. To assess the strength and weakness of competitors.

1.2.7. Consumer Behavior

The term consumer behavior can be defined, as, ‘the behavior that the consumer

display in searching for, purchasing, using and evaluating products, services and

ideas, which they expect, will satisfy their needs’. The study of consumer

behavior enables marketers to understand and predict consumer behavior in the

market place; it also promotes understanding of the role that consumption plays

15
in the lives of individuals.

Consumer behavior refers to all psychological social and physical behavior of

potential consumers as they become aware of, evaluate, purchase and consume

and tell others about products and services. It is the pattern of response of

buyers to marketing offer of a firm. It refers to the process as how consumers

make their purchase decisions. It is concerned with what, why, how much, when

and from whom buyers make their purchases of goods and services.

Model of consumer behavior

The starting point of understanding consumer behavior is the stimulus-response

model. Marketing and environmental stimuli enter the buyer’s consciousness.

The buyer’s characteristics and decision process lead to certain purchase

decisions. The marketer’s task is to understand what happens in the buyer’s

consciousness between the arrival of outside stimuli and the buyers purchase

decisions.

16
1.2.8. Major Factors Influencing Consumer Behavior

Consumers buying behavior is influenced by cultural, social, personal and

psychological factors.

1. Cultural Factors

Cultural factors exert the broadest and deepest influence on consumer

behavior. The roles played by the buyers culture, subculture and social class

are particularly important.

o Culture

Culture refers to that complex whole which includes in it knowledge, beliefs,

art or anything man acquires as a member of society.

o Subculture

Each culture consists of smaller subcultures that provide more specific

identification and socialization for their members. Sub cultures include

nationalities, religions, racial groups and geographic regions.

o Social Class

17
 Virtually all-human societies exhibit social stratification. Stratification

sometimes takes the form of a caste system where the members of different

castes are reared for certain roles and cannot change their caste membership

more frequently; stratification takes the form of social class.

2. SOCIAL FACTORS

o Reference Groups

A persons reference groups consists of all the groups that have a direct or

indirect influence on the person’s attitudes or behavior.

o Family

The family is the most important consumer buying organization in the society

and it constitutes the most influential primary reference group.

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 o Roles and statuses

A person participates in many groups, family, clubs, organizations etc. The

person’s position in each group can be defined in terms of role and status. A

role consists of the activities that a person is expected to perform. Each role

carries a status.

3. Personal factors

o Age and stage in the life cycle

People buy different goods and services over their lifetime. Taste in clothes,

furniture and recreation is all age related.

Consumption is shaped by the family life cycle. Marketers often choose life-

cycle groups as their target market.

o Occupation and economic circumstances

Occupation also influences a person’s consumption pattern.

19
 Product choice is greatly affected by economic circumstances; spendable

income, savings and assets, debts, borrowing power and attitude toward

spending versus saving.

o Lifestyle

People from the same subculture, social class, and occupation may lead quite

different lifestyles. A lifestyle is the person’s pattern of living in the world

expressed in activities, interest’s ands opinions. Lifestyle portrays the world

person interacting with his or her environment.

o Personality and self concept

Each person has a distinct personality that influences buying behavior. It is

that distinguishing psychological characteristics that lead to relatively

consistent and enduring responses to environment. Related to personality is

20
 self-concept or self image. Marketers try to develop bran images that match

target markets self image.

4. Psychological factors

o Motivation

A person has many needs at any given time. A need becomes a motive when

it is aroused to a sufficient level of intensity. A motive is a need that is

sufficiently pressing to drive the person to act.

o Perception

Perception is the process by which an individual selects, organizes and

interprets information inputs to create a meaningful picture of the world. How

a, motivated person actually acts is influenced by his or her perceptions of the

situation.

o Learning

21
 When people act they learn. Learning involves changes in an individual’s

behavior arising from experience. Learning theory teaches marketers that

they can build up demand for a product by associating it with strong drives,

using motivating cues and positive reinforcement.

o Beliefs and attitudes

Through doing and learning, people acquire beliefs and attitudes. These in

turn influence buying behavior. A belief is a descriptive thought that a person

holds about something. The beliefs make up product and brand images and

people act on these images.

An attitude is a person enduring favorable or unfavorable evaluations,

emotion feelings and action tendencies toward some object or idea. Thus a

company would be well advised to fit product into existing attitudes rather

than try and change people’s attitudes.

22
1.3. INDUSTRIAL BACKGROUND OF STUDY

1.3.1. Entry of television in India

TV transmission service in India started on the 15 th September 1959 in Delhi.

Television in India is now 45 years old. Up to October 2 nd, 1972 however

there was only one TV center in India. The Bombay center commissioned on

the 2nd October of 1972 was the beginning of television entry in our

communication system. At the end of the decade as many as 18 high power

transmitters has been commissioned covering nearly 20% of the population.

During the year 1970 to 1982 almost every part of the Indian subcontinent

was covered by television broadcast. Then came the breakthrough in the

23
history of India in the year 1982. The Asian games were held in Delhi and the

Doordarshan took the initiative to broadcast its telecast in color.

1.3.2. Expansion of television

In 1980’s in fact the very concept of the special TV expansion plan accepted

by the government of India is during the Asian games in 1982. it established

that through a communication satellite the large number of L.P.T.(loco power

transmitter)the TV programs could be extended to reach any part of the

country with much less expenditure than through the setting up of the TV

centers. The Indian audience saw the entry of foreign channels into India

during the year 1990-92 through the satellite linkage this was followed by the

entry of Indian private channels into the mainstreams, which totally changed

the outlook of Indian television. Since then the Indian television has evolved

into what it is today.

24
Television is no longer considered as a luxury item in India but on the other

hand television has become an essential product for one and all.

1.3.3. Entry of multinational companies

In the post liberalization period global mega brands headed for India

expecting a huge market which was just waiting to be tapped.

Contrary to market surveys that showed Indian consumers were willing to pay

international prices for global brands MNC’s soon realized otherwise. Their

estimation of market size went wrong. Secondly they concentrated on

metros.

Although the entry of mnc’s did not make an impact initially, aggressive

marketing strategies and innovative consumer friendly schemes has resulted

in a sharp rise in their market share.

Presently many international brands like Sony, Samsung, Panasonic, Philips,

LG, Thomson etc. are competing with Indian brands such as BPL, Videocon,

25
Onida etc. to capture Indian markets.

After years of dominating the CTV market, domestic players are loosing out to

multinational brands. The year 1998-99 witnessed the sales of 2.91 million

sets as against 1.8 million set in 1996-97.

Major looser was Onida, which lost heavily as Samsung entered into its sales

in the northern and eastern markets. Videocon also suffered a drop in its

market share. Sony also saw impressive sales growth during this period.

Although it had very high brand recall it is handicapped by the fact that it

products are prices 20-25% higher than its competitors. This was because

Sony imports its picture tubes, its level of indigestion is low and it does not

manufacture 14inch TV sets, which account for 14% of the Indian CTV

market. A revamped Panasonic saw sales growth by 70% while Thomson and

sharp performed well in the niche market. LG had notched up sales of Rs.40

cores in just 5 months.

In the CTV industry, replacement buyers accounted for 25% and 10% are

26
multiple set buyers. Rural areas have accounted for 25% color TV sales.

2. RESEARCH METHODOLOGY

27
2.1. STATEMENT OF THE PROBLEM

The television industry in India has been growing considerably in recent years.

This has resulted in the entry of many multinational brands and consequently cut

throat competition. In the changing scenario of modernization and sophistication

it is very important and essential to invent and implement better marketing plans

in order to improve quality of the product and also to ensure better action

oriented results from the product. Thus marketing success largely depends on

the ability to anticipate buyer’s needs. Presently a great deal of awareness has

been created in studying consumer preference.

This study has been focused on the consumer preference for consumer durables

and the impressions the consumers have with regards to product, price place

and promotion.

Samsung is one of the leading TV brands in India. The study is undertaken to

28
analyze consumer response towards Samsung television. The study

concentrates on acceptance of Samsung televisions as many of its competitors

are offering similar quality and features to satisfy customer needs and wants.

2.2. REVIEW OF LITERATURE

Purpose of Review

For understanding the problems and going through research work, it is

compulsory that the researcher makes some review of literature:

o To gain background information about the research topic.

o To identify the concepts relating to it; potential relationship between them.

o To identify appropriate methodology, research design, methods of measuring

o
o concepts and technique of analysis.

Review of literature done

1. Marketing Management Philip kotler

S. A. Sherlarker
2. Principles of Marketing Philip Kotler

29
 Gary Armstrong
3. Marketing Research S.L.Gupta
4. Consumer Behavior Sjua.R.Nair
5. Consumer Behavior Leon G Schiffman
Leslie Lazer Kamath
Websites
www.samsungelectronicslimited.com

2.3. OBJECTIVES

1. To know the degree of awareness of different brands of television.

2. To ascertain the level of brand preference of the consumers as regards to

3.

4. various brands of television and to know the brands of television which are
5.
6. currently in demand.

7. To identify product attributes influencing brand preference.

8. To identify which media has the greatest influence on the respondents that
is
9.
10. to know the most effective media for advertising the project.

11. To identify product attributes influencing brand preference of Samsung

30
12.

13. televisions and to understand the features with which the respondents are
14.
15. most satisfied with.
16. To understand user behaviour towards Samsung television.
17.
18. Understand consumer satisfaction towards shopping at Viveks retail outlets.
19.

2.4. NEED FOR THE STUDY

The aim of marketing is to meet and satisfy target consumers needs and wants.

The field of consumer behaviour studies how individuals, groups and

organizations select buy use and dispose of goods and services ideas or

experiences to satisfy their needs and desires.

Understanding consumer behaviour and knowing consumers is never simple.

Customers may say one thing but do another. They may not be in touch with

their deeper motivations. They may respond to influences that change their

minds at the last moment. Organisations such as Samsung stand to profit form

understanding how and why their consumers buy.

31
2.5 OPERATIONAL DEFINITION OF CONCEPTS

Marketing is a comprehensive term and it includes all resources and set of

activities necessary to direct and facilitate the flow of goods and services form

the producer to the consumer in the process of distribution.

Marketing management may be defined as, ‘a process of management of

marketing programs for accomplishing organizational goals and objectives’

Consumer behavior can be defined, as, ‘the behavior that the consumer display

in searching for, purchasing, using and evaluating products, services and ideas,

which they expect, will satisfy their needs’.

Market segments may be identified by examining demographic, psychographic

and behavioral differences among buyers.

Target markets may be defined as those markets or market segments that offer

the greatest opportunity to the marketer.

An offering is a combination of products, services, information and experiences.

32
A brand is an offering from a known source.

Relationship marketing may be defined as the aim of building mutually satisfying

long term relationships with key parties – consumers, suppliers, distributors – in

order to earn and retain their business.

2.6. RESEARCH DESIGN

A research design is a logical and systematic plan prepared for directing a

research study. It is a planned structure and strategy of investigation conceived

so as to obtain answers to research questions and constitutes the blue print for

the collection, representation, and analysis of data.

In short, it is the logical and systematic plan prepared for directing the research

study. A good research design should consist of

o Clear statement of research design.

o Procedure and techniques to be followed for gathering information.

33
o Population to be studied.

o Methods to be used in processing and analyzing data.

2.7. FORMULATION OF HYPOTHESIS

Hypothesis testing means subjecting a hypothesis to an appropriate empirical

scrutiny and statistical test to determine its validity. A sample from the population

at large is taken, relevant data is collected for hypothesis testing and analysed.

34
2.8. SOURCES OF DATA

The data which are gathered to do the research work can be divided in two main

sources:

1. Primary data

2. Secondary data.

3.

Primary data

35
Primary Data is the first hand information collected for specific purpose directly

from the field of enquiry. The source of primary data for compilation of this report

was gathered directly from the respondents through the use of the questionnaire.

It was developed personally and offered the latest information. Communication

being direct was more effective and accurate.

Secondary Data

This data is obtained from the existing information available in the form of

records and other documents available at vivek limited. Other sources of

secondary data are reports, newspapers, and magazines.

2.9. SAMPLING PLAN

A sample plan refers to the technique or the procedure the researcher would

adopt in selecting items for the sample. It is a definite plan for obtaining a

sample from a given population. The sample plan is determined before the data

is collected.

36
The aggregate of all units pertaining to the study is called a population. A sample

is a small representation of the population selected at random. The study follows

the random sampling method. The random drawing of a sample from a large

population is known as Random Sampling.

Population

A population is a collection of all the elements we are studying and about which

we are trying to draw conclusions. We must define this population so that it is

clear whether an element is a member of the population. The population consists

of the users of the various brands of televisions in Bangalore and users of

Samsung televisions.

Sample size

This refers to the number of items to be selected from the universe to constitute a

sample. The size of the sample should neither be excessively large not too small.

A sample is a subset or part of a population. The purpose of sampling is to

estimate some characteristics of the population.

37
The sample size of the study consisted of 100 respondents, 50 of whom are the

users of the various brands of televisions and 50 who are the users of Samsung

televisions.

2.10. DATA COLLECTION INSTRUMENT

The data collection instrument used for the study is a questionnaire. The

questionnaire was processed and edited as per objectives of the study.

The questionnaire is of a structured one. A structured questionnaire consistently

and repeatedly follows the same pattern and leaves little scope for a respondent

to stray beyond the structured format. The type of questions asked was:

1. Open-ended questions: the questions call for a response of more than a few
2.
3. words. In open-ended questions, the respondents are free to express their
4.
5. views in their own words.

6. Multiple-choice questions: the questions for which we have a number of

38
7.

8. choices as answers are termed as multiple-choice questions.

9. Dichotomous questions: this is an extreme form of multiple-choice

10.

11. questions, which allows only two responses such a yes-no, agree-disagree,
12.
13. male-female etc.

2.11. FIELD WORK

Fieldwork was carried out to collect the primary data from the respondents. Data

collection is carried out by meeting the users of the various brands of televisions

in Bangalore and users of Samsung televisions personally.

A simple random sampling method was used. Under this method, the selection of

items for a sample depends on chance. Each item of the population will have

equal chance of being included in the sample. As a result, the element of

personal bias is altogether avoided here.

39
2.12. DATA PROCESSING AND ANALYSIS

Various diagrammatic representations like bar diagrams, pie charts and tables

are used to represent the information. Appropriate statistical techniques like

averages, percentages are used to analyse and interpret the data.

2.13. OVERVIEW OF THE REPORT

Chapter 1: The first chapter is the introduction to the study. It provides basic

information about the study and the theoretical background of the study. It

describes in brief the various elements of marketing management.

Chapter 2: The second chapter is about the design of the study. It gives an

outline about the project such as the statement of the problem, needs, its

objectives, scope, sampling techniques, sampling design and tools for collecting

data, limitations and overview of the project.

40
Chapter 3: The third chapter is the profile of respondents. It gives a detailed

description about the company profile of viveks limited as well as the origin of the

Samsung Company in India. The chapter outlines the growth, developments and

present status, future prospects and plans of the company.

Chapter 4: The fourth chapter is the data analysis and interpretation. It gives

description about the tabulation, interpretation, and analysis of the primary data

collected by the use of the questionnaire for the survey.

Chapter 5: The fifth chapter is the summary of conclusions and

recommendations. It gives a brief summary of findings, recommendations, and

conclusions about the project undertaken.

Appendices and bibliography: this section contains the questionnaire, which

was used to collect the data from the respondents and the bibliography from

where information was gathered.

41
2.14. SCOPE OF THE STUDY

The study is designed to provide information regarding the consumer’s

preference of televisions as based on its attributes, availability, brand loyalty and

attractiveness of advertisements in Bangalore city with special reference to

Samsung television.

2.15. LIMITATIONS OF THE STUDY

1. The research is conducted on a sample of the population in Bangalore.

2.
3. The results obtained may not be an accurate representation.

4.
5. Simple statistics are used for the tabulation of data and the analysis
6.
7. cannot be used for future applications as this project is just a study and
8.
9. not for the application in the consumer market.

10. As the companies in the television industry compete on the strengths of

11.

42
 12. their technology and features, any unique improvement in technology
13.
14. could alter consumer preference to a brand.

15. Human beings act artificially when they are targeted for marketing

16.

17. research. This could affect the accuracy of the project.

3. PROFILE OF THE ORGANISATION

3.1. ORIGIN

VIVEK limited, is one of the largest consumer electronics and home appliances

retail chain in India, with 17 world showrooms in Chennai, Bangalore, Salem,

Mdhurai and Tirunelveli covering a retail space area of over 1,25,000 sq ft and a

43
turnover of over rs.100 crores. Its brand image, VIVEK started out from a small

room, selling folding chairs and radios in Chennai, to the country's

finest, World Class Retailing chain for consumer electronics and home

appliances.

On 3rd May 1965, a young engineering graduate, B.A Lakshmi

Narayana Setty, deeply influenced by the lofty ideals of Swami

Vivekananda of Service to humanity, set up a small shop, all of 200

sq.ft. at Mylapore, Chennai, to sell folding chairs, then added radios,

fans, mixers, irons, heaters…and so on. He named his business Vivek

& Co, after his inspirational guru….

The founder had a vision, of offering the best products to the people

44
on most affordable terms: to provide uncompromising customer care

and to offer employment to the deserving and needy. He had a heart

to serve the larger interests of the Society in ways dear to him.

Today this little enterprise, rechristened as Vivek Limited, is the

largest Consumer Electronics & Home Appliances retail chain in India,

with 20 world class showrooms in Chennai, Bangalore and Salem;

covering a retail space area of over 1,00,000 sq.ft. and a turnover of

over Rs.1.25 Billion (US $ 23 Million). Its brand, VIVEKS, is now a

household name. The group's turnover, comprising of interests in

45
Distribution of consumer products; Finance, Safe Deposit Lockers;

property Development and Real Estate, is about Rs.2 Billions (US $ 46

Million)

"Generations of our family have shopped at Viveks"… so goes a

popular saying from many of it’s over 200,000 customers.

Profile – Samsung Electronics Company limited

Samsung Electronics Company limited is a flagship company of Korean based

Samsung group and is one of the leading companies in electronic goods with

operations in more than 60 countries.

Samsung Electronics Company manufactures a broad range of electronic related

items from semi conductors to finished consumer electronics, telecommunication

hardware and multimedia products in 1994 Samsung electronics became Koreas

46
first manufacturer to exceed $13 billion in the total sales and exports reached

$14.5 billion.

Samsung has set up a manufacturing facility for color televisions at Noida. It

became operational on June 97. It is manufacturing televisions in the size 14-29

at Noida facility, which has been set up with an investment of Rs. 90 crores. It

has also set up facilities for refrigerators, audios and room AC’s and the total

investment envisaged for this project is Rs. 260 crores.

In order to become the leader of the digital convergence era, Samsung

Electronics manages four strategic businesses in the following field – home,

mobile, office network and core components. With this unique capability of

Samsung electronics as one of the worlds best electronics companies with

maximized synergy of all its divisions and today it enjoys strongest competitive

edge in the digital convergence era.

3.2. GROWTH DEVELOPMENT AND PRESENT STATUS

47
Up to the year 1995, VIVEK had only 3 mega showrooms in Mylpore,

Purasawalkam and T.nagar, all in Chennai, earning for itself immeasurable

goodwill of its customers, built on the strong foundations of dependability of

products and dedication to service, which have brought customers into its

showrooms, again and again all through the years.

Simultaneously Viveks has also continued to establish an excellent rapport with

manufacturers and suppliers. They have been instrumental in popularizing many

a brand. Naturally these associations have been a source of strength to the

company all along.

3.2.1. VIVEKS – the concept

The concept of Viveks is its most distinguishing feature. Its strategy was to offer

the customer more of everything, viz, more space, more products, more service,

and more attractive promotions. Thus was born the concept of Viveks, ’’The

Unlimited Shop’’.

3.2.2. Worlds class showrooms

48
None of Viveks showrooms are ordinary. They are exclusive and among the

largest in their respective locations, with innovative layouts and excellent display

systems. Each has been launched with spectacular promotions generating

tremendous response. Thanks to Viveks, Indian consumers can now shop their

consumer durable in a world class environment, with classy comfort.

3.2.3. Wide product range

Today the consumers have never had it so good. In every product category they

have a wide choice of brands and models. Viveks showrooms are able to offer

the consumer the largest range of products under one roof. Their product range

spans into televisions, audio systems, washing machines, refrigerators, sir

conditioners, mixers, wet grinders, water heaters, fans, microwave ovens, mobile

49
phones, molded luggage, wristwatch’s and much more.

Viveks are the leading retailers for some of the country’s top brands. And

practically, it is the first port of all the international brands entering India. some of

the brands which can bee seen at Viveks are – Sony, Samsung, LG, Panasonic,

Philips, Thomson, Whirlpool, IFB, Electrolux, Godrej, Kelvinator, Sumeet, LG,

Videocon, Samsonite etc.

3.2.4. Advertising and Promotion

Through the years the company has learnt to use the power of advertising and

promotion to good advantage. Its advertising reflects Viveks status as the

industry leader.

It also organizes special promotional events during the year that offer benefits to

consumers shopping at viveks. Of these the most eagerly awaited is the New

Year sale, a concept that the company had pioneered some 20 years ago. This

pioneering concept of the New Year super sale is now such a rage and has

become the acceptable annual industry feature.

During the 2001 New Year campaign, over 40,000 people shopped at viveks and

50
generated a business over rs. 24 crores in 3 days. Every year, the company has

consistently broken its record of the previous year sale, signifying its leadership.

3.2.5. Present status

Consumers appreciate Vivek’s modern shopping facilities and seasonal offers. In

Chennai, the company’s market share has increased many folds. It outsells the

competition in several product categories. In consumer retailing, viveks has

added new product lines like telecom, office automation, computer, air

conditioners and related products.

Vivek is simultaneously in the process of streamlining the operational side of

business. They have introduced central warehousing with on-line

computerization, to give accurate information on purchase and inventory control,

stocking and distribution.

3.2. FUTURE PROSPECTS AND PLANS OF THE ORGANISATION.

51
Viveks has spent several years laying down the foundation for an explosive

growth. Its mission was to be India’s first truly world-class consumer durable

retailing chain. It aimed to achieve this through geographical expansion,

upgrading standards, widening its product range, and offering easy finance

solutions through aggressive advertising, publicity and promotional efforts

.
By March 2005, viveks aims to have over 90 showrooms with substantial

increase in sales turnover, retail space and employee strength.

3.4. FUNCTIONAL DEPARTMENTS

To meet its growing requirement for retailing professionals, Vivek’s has a full-

fledged Human Resource Department to carefully select, recruit and train high

caliber people suited to its needs. The company has introduced many staff

welfare measures. The employees are trained with a team culture with the help

form management consultants. The company has also set up the Vikas School

52
of Retail Management to fine tune its workforce.

Viveks is perhaps the first of its kind to have its own Creative Communication

Cell with a design studio to take care of a variety of specialized and artistic

communication requirement of the company.

The company also maintains a Central Warehouse with online computerization

to give accurate information on purchase and inventory control, stocking and

distribution.

Vivek limited is being built to reflect international retailing operations, in size, in

quality, in systems in service, in range of products and in tune with the times.

53
4. Presentation, Analysis & Interpretation of Data

No. Of
Sex Percentage
Respondents

Male 74 74

Female 26 26

Total 100 100

1) Table showing the sex of the respondents

TABLE – 1

54
Analysis: From the above table it can be observed that 74 percent are male and
26 are female.

Sex Of The Respondents

Chart - 1

26%

Male
Female

74%

55
 Age Group No. Of Percentage
Respondents
20-30 15 30

30-40 25 50

40 above 10 20

Total 50 100

2) Table showing percentage in age group (non - users of Samsung)

Table – 2

56
% is taken for 50 respondents

Analysis: From the above table, it is observed that 30% of the respondents are
in the age group of 20 to 30 years, 50% are in the age group of 30 to 40 years
and the remaining 20% are in the age group of 40 and above.

Age Group Of Respondents

20%

30%

20-30
30-40
Chart - 2 40 above

50%

57
3) Table showing percentage in occupation (non – users of Samsung)

Table – 3

58
 Occupation No. Of Respondents Percentage
Business 20 40
Government 13 26
Private sector 10 20
Others 7 14
Total 50 100

% Is taken for 50 respondents

Analysis: The above table shows the distribution of respondents according to

their occupation. 40% of the respondents were having their own business,
followed by government employees at 26%, private sector are at 20% and the
remaining belonged to other categories.

59
 Chart - 3

Occupation of respondents

14%

40%
Business
20% Government
Private sector
Others

26%

60
4) Total family income of the respondents (non – users of Samsung
televisions)

Table – 4

Total Family Income No. Of Percentage

Respondents
below Rs. 10,000 15 30

Rs. 10,000-20,000 22 44

Above Rs. 20,000 13 26

Total 50 100

% is taken for 50 respondents

Analysis: From the above table it is observed that 30% of the respondents are in
the income group of less than Rs. 10,000, 44% of the respondents are in the

61
income group of Rs. 10000 to Rs. 20,000 and 26% are in the income group of
more than Rs. 20,000.

Total Family Income

50

45 Chart -444

40

35

30
% of Respondents

30

26
25

20

15

10

0
below Rs. 10,000 Rs. 10,000-20,000 Above Rs. 20,000 62
Family Income
5) Table showing percentage of television owned by the respondents (non-
users of Samsung).

Table – 5

Sl.no. Brands No. Of Percentage

Respondents
1 BPL 7 14

2 Videocon 6 12
3 Onida 9 18

4 LG 4 8

5 Philips 5 10

6 Sony 6 12

7 Panasonic 4 8

8 Thomson 2 4

9 Akai 3 6

10 Sansui 2 4

11 Others 2 4

Total 50 100 63
% is taken for 50 respondents

Analysis: From the above table we can infer that out of 50 respondents who are

non-users of Samsung, 18% of the respondents own Onida, followed by BPL

with 14%. 12% are using Videocon and Sony, 10% are using Philips, 8% of them

are using LG and Panasonic, 6% are using Akai and 4% are using Thomson and

Sansui. The two in the, ‘other’ category owned Weston and Crown.

Chart - 5

64
 Respondents Classified On The Basis Of Brands Of TV
Owned

Others 4

Sansui 4

Akai 6

Thomson 4
Others
Brands Of Television

Sansui
P anasonic 8
Akai
Thomson
Sony 12
Panasonic
Sony
P hilips 10
Philips
LG
LG 8 Onida
Videocon
Onida 18 BPL

Videocon 12

BP L 14

0 5 10 15 20
% Of Respondents

6) Table showing the respondents degree of importance given to each

attribute in a color television.

65
 Table – 6

Sl.no. Attributes No. Of Percentage Rank

Respondents
1 Technology 47 15.1 I
2 Performance 45 14.4 II
3 Brand Name 41 13.1 III
4 Appearance 39 12.6 IV
5 Features 36 11.5 V
6 Price 32 10.3 VI
7 Guarantee 28 8.9 VII
Period
8 After sales 25 8 VIII
service
9 Availability 19 6.1 IX
Total 100

% Is taken for 50 respondents.

66
Analysis: The above table shows that technology has been given first

consideration by the respondents followed by performance, brand name,

appearance, features, price, guarantee period, after sales services and

availability.

Respondents Degree Of Importance Given To

Attribute
Chart - 6

Availabilty 6

After sales service 8

Guarantee Period 9

Availabilty
Price 10
After sales service
Guarantee Period
Features 12 Price
Features
Appearance
Appearance 13
Brand Name
Performance
Brand Name 13 Technology

Performance 14

Technology 15

67
0 5 10 15 20
7) Awareness of Samsung advertisements.

From the tabulation all the respondents in the survey have answered yes to the
question of awareness of Samsung advertisements.

8) Table showing where the respondents have seen or read the

advertisement of Samsung television (non- users of Samsung televisions)

Table – 7

Media No. Of Percentage

Respondents
Television 15 30
Newspaper 10 20
Magazine 7 14
Consumer fair 5 10
Relatives and friends 11 22
Others 2 4

68
 Total 50 100

% is taken for 50 respondents

Analysis: The above table shows that 30% of the respondents have seen the

advertisements of Samsung through television advertisements, 22% of them

came to know from their relatives and friends, 20% of them by newspaper, 14%

of them through magazines and 10% of them through consumer fairs.

Media Reach To Respondents

Interpretation: the company has succeeded in promoting the brand to the

masses. Knowledge through family and friends indirectly portrays the satisfaction

levels of consumers with respect

4%
to Samsung color televisions.

22% 30%
Television
Newspaper
Magazine
Chart - 7 Consumer fair
Relatives and friends
10% Others

20%
14%

69
9) Table showing the intention of respondents towards purchase of
Samsung television.

Table – 8

70
 Intention of No. Of
Percentage
Respondents Respondents
Yes 38 76

No 9 18

Indifferent 3 6

Total 50 100

% is taken for 50 respondents.

Analysis: This table shows that almost 76% of respondents were intending to

buy the television, however, 18% of the respondents did not intend to buy and

some 6% of the respondents were indifferent towards the idea.

Interpretation: Most of the respondents intended to buy Samsung color

televisions. This indicates that Samsung has been able to create a favorable

brand image in the minds of the consumers.

71
 Chart - 8

Intention Of Respondents To Purchase Samsung

Television

6%

18%

yes
no
indifferent

76%

72
 Age Group No. Of Respondents Percentage
in Years
20 - 30 14 28

30 - 40 28 56

40 above 8 16

Total 50 100

10) Table showing percentage in age group of Samsung owners.

Table – 9

% is taken for 50 respondents

73
Analysis: This table shows that 28% of the owners of Samsung are in the age

group of 20 – 30 years, followed by 56% who are in the age group of 30 – 40

years and the remaining are 40 above.

Age Group Of Samsung Owners

16%

28%
Chart - 9

20 - 30
30 - 40
40 above

56%

74
11) Table showing occupation of Samsung owners.

Table – 10

Occupation No. Of Respondents Percentage

Business 16 32

Government 9 18

Private sector 20 40

Others 5 10

Total 50 100

% is taken for 50 respondents

75
The above drawn table shows the distribution of owners according to their

occupation. 32% of owners were businessmen, 40% of owners were private

sector employees and it constitutes the largest segment of the sample size. 18%

were government employees and 10% were others.

Occupation of Samsung Owners

45

40

35

30

25
Percentage

Chart - 10

20

15

10

0
Business Government Private sector Others 76
Occupation
12) Table showing the total family income of Samsung owners

Table – 11

Total Family No. Of

Percentage
Income Respondents
below Rs. 10,000 10 20

Rs. 10,000-20,000 26 52

Above Rs. 20,000 14 28

Total 50 100

77
% is taken for 50 respondents.

This table shows that 20% of the owners belong to the income group of less than

Rs 10,000 and the 52% of the owners are in the income group of Rs.10,000 to

Rs 20,000 and the remaining 28% of the owners are in the income group of more

than Rs. 20,000

Total Family Income - Samsung Owners

60

52

50

40
Percentage

30 28

20 Chart - 11
20

10

0
below Rs. 10,000 Rs. 10,000-20,000 Above Rs. 20,000 78
Family Income
13) Table showing the reach of media – Samsung owners

Table – 12

No. Of
Media Percentage
Respondents
Television 13 26

Newspaper 7 14

79
 Magazines 9 18

Relatives and Friends 15 30

Consumer 6 12

Total 50 100

% Is taken for 50 respondents

Analysis: From the above table it is observed that almost 30% of the

respondent’s decision is influenced by their relatives and friends, 26% of them

were influenced by television advertisements, 18% of them through magazines,

14% of them through newspapers and 12%of them through consumer fairs.

Interpretation: The popularity Samsung is spread by word of mouth

communication. From this we can understand that the consumers are satisfied

with the use of Samsung TV’s. Television being ranked second highest also

helps us understand the success of advertisements in promoting the brand

image of the company.

80
 Chart - 12

Media Reach - Samsung Owners

12%

26%

Television
Newspaper
Magazines
30%
Relatives and Friends
Consumer
14%

18%

81
14) Table showing the major attributes, which influenced the owners to
purchase Samsung television.

Table – 13

Sl.no. Attributes No. of Percentage

Respondents
1 Aesthetics/Appearance 37 12
2 Technology 48 15
3 Performance 45 15
4 Brand name 41 14
5 Price 26 9
6 After Sales Service 30 10
7 Features 43 14
8 Guarantee Period 27 9
9 Others 6 2
Total 100

% is taken for 50 respondents

Analysis: out of 50 respondents, the major attributes that influenced the owners

to purchase Samsung television were technology being 15.8%, performance with

14.9%, features 14.2, aesthetics/ appearance with 12.2, after sales service 9.9%

, guarantee period 8.9, price 8.6% and others with 2%.

Interpretation: The consumers find Samsung technology and performance to be

superior when compared to its competitors. This also adds to brand image and

82
conveys that Samsung has been able to stay ahead of its competition by

providing offerings, which are acceptable to the consumers.

Chart - 13

Attributes Influencing Purchase Of Samsung TV

2%
9% 12%

Aesthetics/Appearance
Technology
14%
15% Performance
Brand name
Price
After Sales Service
10%
Features
Gaurantee Period
15%
Others
9%
14%

83
 Options No. Of Respondents Percentage

Excellent 11 22

Good 32 64

Satisfactory 7 14

Total 50 100

15) Table showing how Samsung television has satisfied the users.

Table – 14

% is taken for 50 respondents

84
Analysis: From the above table we can infer that out of the 50 respondents, 22%

of the respondents ranked the performance of Samsung television as excellent,

64% of them, a majority of the Samsung owners have ranked the performance

of Samsung television as good and the remaining has ranked the television as
satisfactory.

Interpretation: Samsung color televisions have been successful in providing

superior quality products and services, thereby ensuring consumer satisfaction.

Satisfaction from Samsung Television

14%
22%
Chart - 14

Excellent
good
satisfactory

64%

85
16) Table showing the opinion of owners regarding price of Samsung
television

Table – 15

86
 Price No. of Respondents Percentage

Expensive 10 20

Moderate 36 72

Low 4 8

Total 50 100

% Is taken for 50 respondents

Analysis: The above table shows that 20% of the respondent’s opinion

regarding price of Samsung television is expensive, almost 72% of the

respondent’s opinion is moderate and remaining 8% of opinion is low.

Interpretation: from the analysis above we can understand that a majority of the

respondents consider the pricing of Samsung televisions to be acceptable.

87
 Chart - 15

Respondents Opinion of Price Of Samsung TV

8%
20%

Expensive
Moderate
Low

72%

88
17) Table showing the respondents response of recommending the

Samsung brand to their friends and relatives.

Table – 16

Recommend No. of respondents Percentage

Samsung TV
Most Likely 43 86

Not Decided 7 14

Most Unlikely 0 0

Total 50 100

% is taken for 50 respondents

Analysis: From the table we can infer that 86% of the respondents are most

likely to recommend Samsung brand to their friends and relatives, 14% of them

89
haven’t decided whether to recommend Samsung TV.

Interpretation: from the above table we can understand that the uses of

Samsung televisions are satisfied with the product and are likely to recommend it

to others.

Chart - 16
Responce To Reccomendation Of Samsung TV

0%
14%

Most Likely
Not Decided
Most Unlikely

86%

90
18) Table showing respondent’s opinion regarding future prospects of
Samsung TV

Table – 17

Opinion No. of Respondents Percentage

Very Good 38 76
O.K. 12 24
Not So Good 0 0
Total 50 100

% is taken for 50 respondents

Analysis: From the above table it is observed that 76% of the respondents

91
consider Samsung to be very good, whereas the remaining 24% of the

respondents considered the future prospects of Samsung television to be O.K.

Interpretation: from the above analysis we can understand that the respondents

favor the brand image of Samsung and expect its future to be very good.

Respondents Opinion Regarding Future Prospects Of

Samsung TV

0%

24%
Chart - 17

Very Good
O.K.
Not So Good

76%

92
19) Table showing respondents reasons for purchasing TV at Viveks

Table – 18

Reasons No. of Respondents Percentage

Discount 29 20.1
Reputed dealer 21 14.6
Service 37 25.7
Large display 33 22.9
Nearness 16 11.1
Others 8 5.6
Total 100

% Calculated is for 40 respondents

93
Analysis: From the table it is observed that almost 25.7% of the respondents

purchased from viveks because of their services, 22.9% for their large display,

2.1% for the discount, and 14.6% because it is a reputed dealer and 11.1% for

nearness to their place. Others refer for financing option, brand choices etc.

Interpretation: from the above analysis we can understand that the respondents

who purchased from Viveks are aware and favor the various features of the retail
Reason For Purchase from Viveks

store. Of the features service was considered to be a major factor for the

purchases followed by its 6%

large display of consumer electrical goods.
20%
11%

Discount
Reputed dealer
Service
Large display
15%
23% Nearness
Others

Chart - 18
25%

94
20) Respondent’s response to recommend Viveks to others

95
All 40 respondents of the survey have answered yes to recommending Viveks
showroom to others.

21) Table showing rating of Viveks in terms of total satisfaction

Table – 19

Level of satisfaction No. of respondents Percentage

Excellent 11 27.5
Good 26 65
Fair 3 7.5
Poor 0 0
Total 40 100

% is taken for 40 respondents

Analysis: From the above table it is observed that 27.5% of the respondents

rated Viveks as excellent, 65% of rated them as good and 7.5% of them as fair.

Interpretation: from the above analysis it is clear that the consumers are

satisfied with their shopping experience at Viveks.

96
 Chart - 19

Rating of Viveks In Terms Of Total Satisfaction

7% 0%

28%

Excellent
Good
Fair
Poor

65%

97
5.1 Findings

o Technology has been given first consideration by the respondents when

o choosing their television followed by performance and brand name.

o Out of the respondents who do not own Samsung television, Onida, BPL,

Videocon and Sony are the other popular brands owned by the

o Responden

o All respondents are aware of Samsung advertisements. This reflects the

o effectiveness of Samsung in creating brand awareness.

o Samsung television advertisements were ranked highest by the non users

o of Samsung televisions, followed by word of mouth communication

o
o through friends and family. This indirectly portrays the satisfaction levels of
o
o consumers with respect to color televisions.

98
o The users of Samsung televisions have been influenced by family and

o friends and television advertisements when purchasing Samsung

o
o televisions. This again portrays product satisfaction and positive brand
o
o image.

o A majority of the respondents consider the pricing of Samsung televisions

o
o to be acceptable/ moderate.

o The users of Samsung televisions are satisfied with the product and are

o likely to recommend it to others.

o The respondents favor the brand image of Samsung and expect its future

o to be very good

o The respondents who purchased from Viveks are aware and favor the

o various features of the retail store. Of the features service was considered
o

99
o to be a major factor for the purchases followed by its large display of
o
o consumer electrical goods.

o The consumers are satisfied with their shopping experience at Viveks and
are likely to recommend it to others.

5.2 Summary of Conclusion

From the above findings it clear that Samsung Electronics Company limited has
a very positive brand image in the minds of the consumers. The study has
confirmed that Samsung TV’s are one of the preferred companies in television
manufacturing industry.

The company has a successful advertising campaign that has also added to its
growth and acceptance. Although Samsungs competitors may offer similar
features, the consumers are aware that Samsung televisions are superior in
quality and features. Thus to conclude it can be said that Samsung televisions
have a clear edge over its rivals and future prospects of the company are bright.

5.3 Suggestions

o The awareness of Samsung television is mainly through TV

advertisements. By concentrating more on other forms of media in
advertising the company may improve sales.

o The price of Samsung could be reduced; this would increase their sales
especially in the middle and lower income group.

100
o Viveks could improve its relationship marketing efforts and give better
service to its consumers.

QUESTIONNAIRE

Dear respondents
I am pursuing my MBA at Administrative Management College and specializing
in Marketing Management. As part of my curriculum I am conducting a market
survey for my project titled,’ Consumer Response towards Samsung
television’. All information from the survey will be used only for academic
purpose. I request you to kindly fill in the questionnaire and help me with my
objective.

1. Name:

2. Sex: male [ ] female [ ]

3. Age: a) 20 – 30 years [ ]
b) 30 – 40 years [ ]
c) 40 and above [ ]

4. Address/ email id (optional): ____________________________________

5. Occupation: a) business [ ]
b) Government [ ]

101
 c) Private company [ ]

6. Total family income (per month):

a) Below 10,000 [ ]
b) 10,000 – 20,000 [ ]
c) Above 20,000 [ ]

7. Which brand of television do you own?

a) BPL [ ] f) Samsung [ ]
b) Philips [ ] g) Sony [ ]
c) Onida [ ] h) Thomson [ ]
d) Panasonic [ ] i) Videocon [ ]
e) LG [ ] j) Sansui [ ]
k) Any other Specify__________________________________

9. Rank the following features of a television according to their importance

to you.

a) Appearance [ ] f) Brand name [ ]

b) Availability [ ] g) Technology [ ]
c) Features [ ] h) After sales service [ ]
d) Price [ ] i) Guarantee period [ ]
e) Performance [ ]
j) Any other Specify__________________________________

10. a) Have you ever seen/heard the advertisement of Samsung TV?

Yes [ ] No [ ]

10. b) If yes from which of the following?

102
 a) Television [ ] d) relatives and friends [ ]
b) Newspapers [ ] e) Consumer fair [ ]
c) Magazines [ ]
f) Any other Specify__________________________________

10. c) Have you ever thought of buying a Samsung television?

Yes [ ] No [ ]
Samsung owners

11. How did you come to know abut Samsung television?

a) Television [ ] d) relatives and friends [ ]

b) Newspapers [ ] e) Consumer fair [ ]
c) Magazines [ ]
f) Any other Specify__________________________________

12. Which of the following attributes led you to purchase Samsung

Television?

a) Appearance [ ] f) Brand name [ ]

b) Availability [ ] g) Technology [ ]
c) Features [ ] h) After sales service [ ]
d) Price [ ] i) Guarantee period [ ]
e) Performance [ ]
j) Any other Specify__________________________________

13. How has the Samsung television met your expectations?

a) Excellent [ ] c) Satisfactory [ ]
b) Good [ ] d) Not satisfactory [ ]

103
14. What is your opinion regarding the price of Samsung TV?

a) Expensive [ ]
b) Moderate [ ]
c) Low [ ]

15. How likely are you to recommend the brand to your friends and family?

a) Most likely to recommend [ ]

b) Undecided [ ]
c) Most unlikely to recommend [ ]

16. What is your opinion regarding future prospects of Samsung

televisions?

a) Very good [ ]
b) O.k. [ ]
c) Not so good [ ]

17. If purchased at Viveks reasons for doing so:

a) Discount [ ] d) Nearness [ ]
b) Service [ ] e) Reputed dealer [ ]
c) Large display [ ]
f) Any other Specify__________________________________

18. Would you recommend Viveks to others?

a) Yes [ ] b) No [ ]

104
19. Please rate Viveks in terms of total satisfaction

a) Excellent [ ]
b) Good [ ]
c) Fair [ ]
d) Poor [ ]
……………………………………………………………………Thank you…………

Bibliography

1. Marketing Management Philip kotler

S. A. Sherlarker

2. Principles of Marketing Philip Kotler

Gary Armstrong

3. Marketing Research S.L.Gupta

4. Consumer Behavior Sjua.R.Nair

5. Consumer Behavior Leon G Schiffman

Leslie Lazer Kamath

Websites

www.samsungelectronicslimited.com

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