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CHAPTER-I INTRODUCTION AND DESIGN OF THE STUDY 1.

1 INTRODUCTION The topic of buyers behaviour has drawn substantial attention in recent years, as a field of study and it is fair to say that much has been learned. It is a dynamic field and many discoveries are still to be made. The study to buyers behaviors poses important problems for both marketers and consumers. The buyers behavior of consumer durables is largely influenced by a number of factors such as advertisement, price, quality, performance, after-sales services and the like. These, factors, play a vital role the decision making process and the factors determining the buyers behaviors of Televisions.

The study of consumer behaviour is gaining is importance day by day. With the open economic policy there is a rise in people per capital real income. Their standard of living in turn affects the need, attitude, lifestyle of the buyers. With the abolition of license regime and quota restrictions and pursuance of global policy, Indian market has been flooded with producers. The market has turned from a

sellers market to a buyers market, meaning the supply tends to out weigh the demand success or failure of the modern business now depends on how effectively the marketers and advertisers are able to attract the buyers. Relationship marketing, direct marketing and emotional marketing are the steps taken with this aim. To be able to attract the buyers one has to understand their behaviour, their psychology and their needs. In other words, properly understanding the Consumer Behaviour is the key to success for the modern Indian business. Profits from customer relationships are the major aspect of all business. So the basic objective of any business is profit maximization through customer satisfaction. But it is always difficult to get customer satisfaction. A consumer may state his needs and wants and yet may act otherwise. He may not be aware of his deeper motivations and change his mind at any stage. The importance of consumer behaviour in marketing has been beautifully described in a journal titled Modern Management, Calcutta January 99, in following words: Consumer Behaviour is a rapidly growing field of research and teaching which, in addition to considerable value of marketing managers and others who are professionally concerned with buying activity. An important reason for studying consumer behaviour is evaluation of consumer groups with unsatisfied needs and desires. The essence of modern marketing concept is that all elements of business should be geared for the satisfaction of consumers.

The challenge to the marketers is to determine the relative influence of the various factors and to adapt and apply skillfully the so called information to a proper marketing mix. In other words, the total marketing effort must be so designed that the consumer perceives its various features as proving and answer to his perceived problems and felt needs. DEFINITION Consumer behaviour is defined variedly. The dictionary of marketing and advertising consumer behavior as observable activities chosen to maximize satisfaction through the attainment of economic goods and services such as choice of retail outlet, preference for particular brands and so on. According to Ostrow & Smiths Dictionary of Marketing, the term consumer behavior refers to the actions of consumers in the market place and underlying motives for those actions. Marketers expect that by understanding what causes consumers to buy particular goods and services they will be able to determine which products are needed in the market place, which are obsolete, and how best to present the goods to the consumer. According to Loudon and Delta Bitta, consumer behaviour is the decision process and physical activity individuals engage in when evaluating, acquiring, using, or disposing of goods and services. For Schiffman and Kanuck, the term consumer behaviour refers to the behaviour that consumers display in searching for, purchasing, using, evaluating and
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disposing of products and services that they expect will satisfy their needs and the study of Consumer Behaviour is the study of how individuals make decisions to spend their available resources- like time, money, effort-on consumption related items. WHY STUDY CONSUMER BEHAVIOUR? Consumers do not always acts are reacting as the theory would suggest. Consumer preferences are changing and become highly diversified. Consumer research has vividly pointed out that customers dislike using identical products and prefer differentiated products. Meeting of Special needs of customers requirement market segmentation. Repaid introduction of new products with technological

advancement has made the job of studying consumer behaviour more imperative. Consumer behaviour can be used to self products that might not sell easily. CONSUMER BUYING PROCESS This is an important process which has a vital role in consumer behaviour study. This is the first essential step to understand consumer behaviour. The objective of study of consumer buying process is to know how a consumer makes his decision involves the selection of an option from two (or) more at action choices. The buying process is the process of decision - making leading to a purchase function. It represents a problem a solving approach. The mechanism is the same

as in any processing activity in which we supply same input followed by the processing activity and finally in output comes before us.

INPUT

PROCESS

OUTPUT

During the last two decades, numerous models of consumer behaviour depicting the buying process have been developed. All these models treat the consumer as a decision. Maker who comes to the market place to solve his consumption problems and to achieve the satisfaction of his needs. STAGES OF BUYING PROCESS The buying process is composed of a number of stages and is influenced by ones psychological frame work comprising the individuals personality, motivations, perception and attitudes. For certain commodities, the buyer or consumer takes his buying decision immediately with out much consideration. These are items of daily use. For some other commodities, mainly luxury or durable items, the consumer thinks much before talking a decision to purchase it. Sometimes, the consumer may also consult other. Generally, the purchasing passes through five distinct stages in taking a decision for purchasing a particular commodity. These stages are: a) need arousal b) information search c) evaluation behavior d) purchase decision and e) postpurchase feelings.

NEED RECOGNITION A buying process starts with need arousal a need can be activated through internal or external stimuli. The basic needs of a common man arise to a particular level and becomes a drive and he know from his previous experience how to satisfy these needs like hunger, thirst, sex, etc., This is a case of internal stimulus. A need can also be aroused by an external stimulus such as the sight of new product in a shop while purchasing other usual products. There us two fold significance of need arousal stage to a marketer: 1. The marketer must identify the drive that might actually or potentially connect to the product class or brand and make the buyer feel that the product can satisfy his needs. 2. It also recognizes that the needs levels for the product fluctuate over time and are triggered by different cues. The marketer can arrange cues to conform better to the natural rhythms and timing of need arousal. PRODUCT AWARENESS/ INFORMATION SEARCH After need arousal, the consumer tries to solve it and gathers the sources and information about the product. Depending upon the intensity of need, it produces two states in an individual. The first state is called heightened attention when the consumer becomes more receptive to the information regarding the item be needs. He becomes alert to information bearing on the need and its gratification. If a

consumer needs to purchase a television, he will pay mere attention to TV advertisements. He keeps remembering the remarks made by friends and associates about TVs. If need is more intense, the individual enters a state of active information search and he tries to collect more information about the product, its key attributes, qualities of various brands and about the outlets where they are available. There are four sources of consumer information. Personal sources (family, friends, neighbours, etc). Commercial Sources (advertisement, salesman, dealers). Public Sources (mass media, consumer- rating organizations). Experiential Sources (handing, examining, using the product) The marketer will find it worth while to study the consumers information sources whenever a) a substantial percentage of the target market engages in search, and b) the target market shows some stable patterns of using the respective information sources. Identifying the information sources and their respective roles and importance calls for interviewing consumers about the sources of information. The findings can later on be used to plan the firms advertisements.

INTEREST Interest may be viewed as a state of mind that exists when a consumer perceives a need and / or is aware of alterative products capable of satisfying that need. Consumer interest is indicated in the consumers willingness to seek further information about a product. At this stage the consumer is actively involved in the buying process and pays attention to the product. However, if he loses interest during this involvement, his/ her attention will be diverted and the buying decision process will break down. In our example of the housewife requiring a washingmachine, she may look for further information about these machines once she becomes aware of such machines. The kind of information she may look for is about the alternative washing machines available in the market- place, their relative prices, operational efficiency, warranty and service facilities. EVALUATION AND INTENTION Once interest in a product (s) is aroused, a consumer enters the subsequent stage of evaluation and intention. The evaluation stage represents the stage of mental trial of the product. During this stage, the consumer assigns relative valueweights to different products/ brands on the basis of accumulated stock or product information and draws conclusions about their relative satisfaction giving potential value. After this evaluation, the consumer develops the intention either to purchase or reject the product/ brand. The final purchase will, however, depend on the strength of the positive intention, after arousal of her interest in washing machines,

she will compare the stock on information she has accumulated about the different washing machines in the market and then evaluate the value of each one of them before she develops the intention to buy. However, if she feels that a washer man/ women would serve the need then she may altogether reject the idea of buying any washing machine. On the basis of the evaluation of behavior of consumers, the marketer can improve or develop the product and segment the market on the basis of product-attributes. PURCHASE DECISION There are three more important considerations for taking the buying decision a) Attitude of others such as wife, relatives and friends. Interestingly, it depends upon the intensity of their negative and the consumers motivation to comply with the other persons wishes b) Anticipated situational factors as expected family income, expected total cost of the product and the expected benefits of the product and the expected benefits of the product and c) Unanticipated situational factors, like accidents, illness etc. PURCHASE Purchase is a consumer commitment for a product. It is the terminal stage in the buying decision process that completes a transaction. It occurs either as a trial and/ or adoption. If a consumer is buying something for the first time then from the

behaviour viewpoint, it may be regarded as a trial. This trial enables him to accumulate experience about the product purchased. If this experience is positive in terms of the satisfaction derived, then repeat purchases may occur, otherwise not. For example, when a new brand of bathing soap is introduced in the market, the consumer may buy it for the time as a trial. However, repeat purchases will occur only when he is satisfied with its performance. But the possibility of a trial purchase is not available in cases. In the case of consumer durables such as scooters, refrigerators and the like, a trial is not possible, because once a product is consumer decision to commit to a full or further use of the product. In our example of the house wife, the washing machine is not open for a trial purchase; it will have to be adopted only. PARTICIPANTS IN THE BUYING PROCESS There are the following five different roles that persons can play in a buying decision which are as follows:
INITIATOR: the initiator is a person who first suggests or thinks of the idea

of

buying the particular product.

INFLUENCER: the influencer is a person who explicitly or implicitly has

some influence on the final buying decision of others.


DECIDER: the decider is a person who ultimately determines any part or

whole of the buying decision, i.e., whether to buy, how to buy, when to buy or where to buy.
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BUYER: the buyer is the person who actually purchases. USER: the user is the person who actually uses or consumes the services or

products. The marketers task is to study the buying process and the role of the main participants in the buying process. He should initiate all of them to make purchases of his product at different stages and through different strategies. THE BUYING DECISION PROCESS Marketers have to go beyond the various influences on buyers and develop an understanding of how consumers actually make their buying decisions. Marketers must identify who makes the buying decision, the type of the buying decision that is involved and the steps in the buying process. BUYING ROLES: For many products, it is fairly easy to identify the buyer, On the other hand, other products involve a decision making unit consisting of more than one person. Consider the selection of a family automobile. The husband might choose the make. The wife may have definite desires regarding the cars appearance. The husband might make the final decision within the wife approving. The husband might make the final decision within the wife approving. The wife might end up car more than the husband does.

Thus, we can distinguish several roles people might play in a buying decision.

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INITIATOR is a person who first suggests the idea of buying the particular product or service. INFLUENCER is a person whose views or advice carries some weight in making the final decision. DECIDER- is person who ultimately determines any part of, or the entire buying decision: whether to buy, how to buy or where to buy. BUYER is a person who makes the actual purchase. USER the person(s) who consume(s) or use(s) the product or service. A company needs to identify these roles because they have implications for designing the product, determining messages and allocating the promotional budget. If the husband decides on the car make, then the auto company will direct most of the features to please the wife and place some advertisements in media reaching wives. Knowing the main participants and the roles they play, helps the marketer fine tune the marketing program. RESEARCH THE BUYING DECISION PROCESS Companies need to research the buying decision process involved in their product category. Consumers can be asked when they first became acquainted with the product category, what their brand beliefs are, how involved they are with product, how they make their brand choices, and how they rate their satisfaction after purchase. Consumers, of course, will vary in the way they buy a given product.

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Consumers can be segmented in terms of buying styles-for instance, deliberate buyers versus impulsive buyers- and different marketing strategies can be directed at each segment. How can marketers learn about typical stages in the buying process for any given product? They can introspect about their own probable behaviour, although this is of limited usefulness (introspective method). They can interview a small number of recent purchasers, asking them to recall the events leading to the purchase of the product (retrospective method). They can find some consumers who are contemplating buying the product and ask them to think out loud about going through they buying process ( prospective method), or they can ask a group of consumers to describe the ideal way to go about buying the product generated report of the steps in the buying process STEPS IN THE BUYING DECISION PROCESS Based on examining many consumer reports of buying episodes, consumer behaviour researchers have proposed stage models of the buying process. Stage models are mostly relevant to complex decision-marking-i.e., buying expensive, high involvement products. Problem recognition Information search Evaluation of alternatives

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Purchase decision and Post-purchase behaviour

Thus model emphasizes that the buying process starts long before the actual purchase and has consequences long after the purchase. It encourages the marketer to focus on the buying process rather than on the purchase decision.

PROBLEM RECOGNITION .

INFORMATIION SEARCH

EVALUATION OF ALTERNTIVES

POST-PURCHASE BEHAVIOUR

PURCHASE DECISION

This model implies that the consumers pass through all five stages in buying a product. We saw that this is not the case, especially in low-involvement, purchases. Consumers may skip or reverse some of these stages. Thus, a woman buying her regular brand of toothpaste would go right from need for toothpaste to purchase decision, skipping information search and evaluation.

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PURCHASE DECISION In the decision evaluation stage, the consumer forms preferences among the brands in the choice set. The first factor is attitude of others. Purchase intention is also influenced by unanticipated situational factors. The consumer forms a purchase intention on the basis of such factors as expected family income, expected benefits form the product. A consumers decision to modify, postpone or avoid a purchase decision is heavily influenced by perceived risk. A consumer develops certain routines for reducing risk, such as decision avoidance, information gathering from friends and preference for national brand names and warranties. A consume, who decides to execute a purchase intention, will be making up to five purchase decisions: Brand decision Vendor decision Quantify decision Timing decision Payment-method decision

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1.2 STATEMENT OF THE PROBLEM Now-a-days Television becomes a basic need rather than a luxury one. There is a rapid growth in Television industries. More number of companies is offering Television in different models and with superior Technology. A Number of brands of Television are available in the market with product differentiation with different product features. Therefore, consumer has a wide choice of television brands. Hence, an attempt is made to find out, what are the brands that are must preferred in Television in Tiruchengode town. 1.3 OBJECTIVES OF THE STUDY This study is taken up with the general objectives of identifying the buyers behaviours of Television with the following objectives.
1. To study the behavior in general. 2. To identify the factors influencing the choice of LG (LCD) brands. 3. To measure the satisfaction of Television owners and the factors

determining satisfaction.
4. To gather the suggestion for better marketing strategy towards

Television industry.

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1.4 SCOPE OF THE STUDY Buyers behaviours is one of the major roles of marketing activities. Understanding and measuring buyer behaviors is one of the important complexes and at the same time is unavailable part of the marketing research. This study help to know the buyers behaviour in the market place which consist of various aspects such as motivational factors, brand preference, choice of the brand consumer satisfaction and post purchase activities of the buyers. Buyers behaviors towards Television users in Tiruchengode town consist of very useful study to both buyers and marketers. Research methodology 1.5 LIMITATIONS OF THE STUDY The study is subjected to the following limitations:
The study is confined to Tiruchengode town only. Information collected from the consumers is considered for analysis.

As the consumers are biased to their Televisions, we cannot say that their expectations are fully reliable.
Since the time was limited, convenient sampling Technique has been

adopted to select the respondents.


The study is based upon the prevailing consumers behavior. The

consumer behavior may change according to time, Fashion, Technology development, etc.,

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1.6 CHAPTER SCHEME: The FIRST CHAPTER deals with a brief introduction and design of the study, which consist of project work objectives, problems and limitations in the study. SECOND CHAPTER consists of research methodology. THIRD CHAPTER consists of profile of the study. FOURTH CHAPTER highlights the analysis and interpretation FIFTH CHAPTER deals with findings suggestions and conclusions for better marketing strategies for televisions industries

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CHAPTER - II REVIEW OF LITERATURE AND RESEARCH METHODOLOGY REVIEW OF LITERATURE The review of literature helps to have a first hand knowledge about the parallel work done by others. It helps the researches to decide the topic, objectives and methodology and to have a comprehensive understanding of the present study Web Star, ferdrick.F10 buyer behavior is all psychological, social and physical behavior of potential consumers as they become aware of evaluate, purchase, consumer can tell other people about the products and services. Web brook and Reilly (1983)11have defined it defined it as an emotion response to the experiences provided by associated with particular products or services purchased, retail outlets, or even motor patterns of behavior such as shopping and buyer behavior, as well as the over all market place. Zeithaml and berry (1985 and 1988) 12 delivered sequel which provides the basis for the measurement of consumer satisfaction with a service by using by using the gap between consumer expect ion of performance and their perceived experience of performance. Peters and waterman13 point out that the for most successful us firms over the 25 years of their study shared a dedicated to marketing as the key strategic discipline in their firm. All these firms were dedicated to the most important of marketing proposition, that the key to success lies in keeping close to the consumer.

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IBMs marketing vice president, Francis (buck) Rodgers14 says Its a shame that, in so many companies, whenever you get good service its an exception. Not so at the excellent companies. Everyone gets into the act. Many of the innovation companies got their best ideas from consumers. That comes from listening intently and regularly. This beneficial view of marketing is not held universally. Vance Packard claims that the people of the United States are in a sense becoming a nation on a tiger. They must learn to consume more and more, or they are warned, their magnificent economic machine may turn and devour them. Drucker15 says that marketing is so basic that it cannot be considered a separate function. It is the view of business seen from the point of view of its final result, from the consumers point of view. Prof. Jevons16 writes means any body of persons who are in intimate business relations and carry on extensive transaction in any commodity. Prof.H.E.Mitchell17 writes in fact the market must be thought of not as a geographic place but as any getting together of buyers and sellers in person, by mail, telephone, telegraph or any other means of communication. Clark and Clark18 defines marketing consist of those efforts which effect transfer in ownership of goods and come for their physical distribution. Duddy19 defines marketing is the economic process of which goods and services are exchanged and their values determined in terms of money prices.

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Harry Z.Hansen20

defines that The Marketing is the process

of

discovering and translating consumers wants into product and service specification and then in turn helping to make it possible for more and more consumers to enjoy more and more of these products and services. Buyer behavior is defined as all psychological, social and physical behavior of potential consumers as they become aware of, evaluate, purchase, consumer and till others about products & services. P.kotler21 defines marketing as the set of human activities directed at facilitating and consummating exchanges. The essence of marketing is exchange of products and the transaction is to satisfy human needs and wants. all business activities helping and promoting the exchange function are included in marketing. Kotler 22points out that the achieving organizational goods consist of being more effective than competitors toward determining and satisfying the need & wants of target market. Stanton 23further elaborate that the marketing concept is embedded in that, all planning and operations should be consumer- oriented, all marketing activities in an organization should be coordinated & consumer-oriented, co-coordinated marketing is essential to achieve the organizations performance.

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RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problem. This part consists of sum of the important area such as the following; DATA COLLECTION Using primary source may collect the research data. In this study the researcher has collected the primary data. PRIMARY DATA Primary data were gathered by the researcher with help of questionnaire through direct interview and by the post mail. QUESTIONNAIRE DESIGN Questionnaire is prepared in such a way that it covers the object of the study. Questionnaire design is structured undersigned one. It contains open-ended close ended and dichotomous questions. TOOLS USED FOR THE STUDY For the purpose of present study simple statistical tools like percentage analysis and Chi-square analysis.

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SAMPLING PROCEDURE The study is mainly based on primary data for the purpose of study and 100 respondents have been chosen at random. Tiruchengode town has been selected purposively for the study, since it is a taluk, head quarter consisting of heterogeneous house holds. The sampling is designed in such a way as to include owners of all types of Televisions. For the purpose of collection data, a questionnaire was prepared and administered personally to Television owners. The in formation collected have been edited for reliability and consistency and presented in a master table. For analysis of data, statistical tools like percentages and averages have been employed. To identify the choice of brands for each feature simple ranking method is applied.

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CHAPTER - III PROFILE OF THE PRODUCT AND THE PLACE LCD TV Liquid-crystal display televisions (LCD TV) are television sets that use LCD display technology to produce images. LCD televisions are thinner and lighter than cathode ray tube (CRTs) of similar display size, and are available in much larger sizes. When manufacturing costs fell, this combination of features made LCDs practical for television receivers. In 2007, LCD televisions surpassed sales of CRT-based televisions worldwide for the first time,[citation
needed]

and their sales figures relative to other

technologies are accelerating. LCD TVs are quickly displacing the only major competitors in the large-screen market, the plasma display panel and rear-projection television. LCDs are, by far, the most widely produced and sold television display type. LCDs also have a variety of disadvantages. Other technologies address these weaknesses, including organic light-emitting diodes (OLED), FED and SED, but as of 2011 none of these have entered widespread production

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Basic LCD concepts

LCD television at home together with PlayStation 3 and some other equipment LCD televisions produce a black and colored image by selectively filtering a white light. The light is typically provided by a series of cold cathode fluorescent lamps (CCFLs) at the back of the screen, although some displays use white or colored LEDs instead. Millions of individual LCD shutters, arranged in a grid, open and close to allow a metered amount of the white light through. Each shutter is paired with a colored filter to remove all but the red, green or blue (RGB) portion of the light from the original white source. Each shutterfilter pair forms a single subpixel. The sub-pixels are so small that when the display is viewed from even a short

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distance, the individual colors blend together to produce a single spot of color, a pixel. The shade of color is controlled by changing the relative intensity of the light passing through the sub-pixels. Liquid crystals encompass a wide range of (typically) rod-shaped polymers that naturally form into thin layers, as opposed to the more random alignment of a normal liquid. Some of these, the nematic liquid crystals, also show an alignment effect between the layers. The particular direction of the alignment of a nematic liquid crystal can be set by placing it in contact with an alignment layer or director, which is essentially a material with microscopic grooves in it. When placed on a director, the layer in contact will align itself with the grooves, and the layers above will subsequently align themselves with the layers below, the bulk material taking on the director's alignment. In the case of an LCD, this effect is utilized by using two directors arranged at right angles and placed close together with the liquid crystal between them. This forces the layers to align themselves in two directions, creating a twisted structure with each layer aligned at a slightly different angle to the ones on either side. LCD shutters consist of a stack of three primary elements. On the bottom and top of the shutter are polarizer plates set at right angles. Normally light cannot travel through a pair of polarizers arranged in this fashion, and the display would be black. The polarizers also carry the directors to create the twisted structure aligned with the polarizers on either side. As the light flows out of the rear polarizer, it will naturally
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follow the liquid crystal's twist, exiting the front of the liquid crystal having been rotated through the correct angle, that allows it to pass through the front polarizer. LCDs are normally transparent. To turn a shutter off, a voltage is applied across it from front to back. the rodshaped molecules align themselves with the electric field instead of the directors, destroying the twisted structure. The light no longer changes polarization as it flows through the liquid crystal, and can no longer pass through the front polarizer. By controlling the voltage applied across the crystal, the amount of remaining twist can be selected. This allows the transparency of the shutter to be controlled. To improve switching time, the cells are placed under pressure, which increases the force to realign themselves with the directors when the field is turned off. HISTORY OF THE COMPANY PROFILE: Established in 1958, LG electronics, inc. (LG) is a global leader and technology innovator in consumer electronics, home appliances and mobile communication, employing more than 82,000 people working in over 110 operations including 81 subsidiaries around the world. With 2007 global sales of USD 44 billion, LG is comprised of four business writs mobile communications, Digital Appliance, Digital Display and Digital Media. LG is the worlds leading producer of CDMA/GSM handsets, air conditioners, and front loading washing machines, optical storage products, DVD players, flat panel TVs and home theater systems.
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LGs efforts continue to enhance the global presence of the LG brand and to maximize profitable growth. In particular, LG electronics will focus on achieving profitable and sustainable growth in the mobile communications and digital display sectors to strengthen its leadership in the IT industry, while at the same time increasing its market share in the home appliance and digital media sectors.

Before Audit, as of 2007, unconsolidated 2008: 1 USD=885 KRW; 2007: 1 USD= 929 KRW

The brand LG Electronics was launched in Australia in 1997, an innovative product range, supported by extensive marketing campaigns has led to strong sales growth. LG electronics private limited has its Head office in New South Wales and branch offices and ware houses in Victoria, Queensland, South Australia. Western Australia and Townsville. In line with its global philosophy. Australia sets new bench marks in digital and marking innovation. A plat form of marketing success in Australia has been the slogan LG, Life Good. The slogan has cemented the company in the hearts and minds of Australian consumers and successfully communicates LGs underlying goal and vision to create products that enrich lives enabling them to have more personal time. LG electronics

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LG electronics comprises of six separate companies. Digital appliances, Digital display and multimedia, Mobile handset, Information and communications, and digital network and display device. LG Electronics LG Electronics is the largest player in the consumer electronics market in India, which is worth Rs 35,000 crore per annum. And now it feels the need to take the brand to the next level. From an aggressive price warrior and technology provider, the brand will henceforth be communicated as a youthful enabler of life enrichment, and of value-added products. For almost 10 years after it came to the country in 1997, LG had focused on the mass market. Initially LGs objective was to create a footprint among the sizeable middle class, and other than its aggressive pricing, there was little to distinguish it from other consumer durable companies operating in India. Its product range choices also reflected the portfolio of its then rivals such as Whirlpool, Videocon, and Onida.

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Changing profile of Indian consumer durables market The Indian consumer durables market of today is very different, redefined primarily by the nimble Korean duo of LG and Samsung. Prior to their entry the consumer durables market in India was largely characterized by restricted product choice, very poor after-sales service, and distribution through limited multi-brand outlets. By the time the new millennium came around, LG and Samsung had started making their presence felt. Their priority was to establish an exclusive chain of company-owned and franchised outlets where consumer connect could be much more meaningful than in many of the poorly staffed multi-brand outlets that existed then. The other area which they felt required urgent attention was a service network which would not only ensure customer satisfaction, convenience, good word-ofmouth, and a favourable disposition towards repeat purchase, but could also become an additional source of revenue for the company. Finally, unlike Onida, Whirlpool,

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and Videocon which then had presence in limited product lines, the Korean companies expanded their product range to cover both home appliances such as washing machines, refrigerators, and microwave ovens as well as entertainment electronics such as music systems, VCD/DVD players and television sets. They wanted to dominate the entire chain of consumer durables for a household. Though LG and Samsung were initially perceived as similar in their strategic approach, the latter was much more interested in developing a higher-end product range targeted at the more affluent consumer. Samsungs vision in this respect reflected a shrewd understanding of the changing profile of the growing prosperity in the Indian consumer market. In fact, LG realized that a sizeable chunk of consumers over the years had moved up the value chain a space well captured by rival brands like Samsung and Sony, which are also aggressively competing for market share. This shows up in the fact that LG is trailing Samsung in the LCD television market.

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PROFILE OF THE STUDY AREA Namakkal district in Tamil Nadu, IndiaNamakkal Distric is an administrative district in the state of Tamil Nadu, India. The district was bifurcated from Salem District with Namakkal town as Head Quarters on 25-07-1996 and started to function independently from 01-01-1997. The district has 4 taluks (subdivisions); Tiruchengode, Namakkal, Rasipuram and Velur (in descending order of population) and has two Revenue Divisions; Namakkal and Tiruchengode. It was ranked second in a comprehensive Economic Environment index ranking of districts in Tamil Nadu not including Chennai prepared by Institute for Financial Management and Research in August 2009.

History After the struggle between the Cheras, Cholas and Pandyas, the Hoysalas rose to power and had the control till the 14th century followed by Vijayanagara Empire till 1565 AD. Then the Madurai Nayakas came to power in 1623 AD. Two of the Poligans of Tirumalai Nayak namely, Ramachandra Nayaka and Gatti

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Mudaliars ruled the Salem area. The Namakkal fort is reported to have been built by Ramchandra Nayaka. After about 1635 AD, the area came successively under the rule of Muslim Sultans of Bijapur and Golkonda, Mysore kings and then the Marattas, when about the year 1750 AD Hyder Ali came to power. During this period, it was a history of power struggle between Hyder Ali and later Tippu Sultan, with the British.[2] Geography Namakkal district is bounded by Salem district on the north; on the east by Attur taluk of Salem district, Perambalur and Tiruchirapalli District's; by Karur district on the south and on the west by Erode district.[3]

View of Kolli Hills valley. Namakkal District comes under the North Western Agro climatic zone of Tamil Nadu. It is situated in the dividing portion of two watersheds between Cauvery and the Vellar System with the Taluks of Attur, Rasipuram and Namakkal on the East and Salem, Omalur and Mettur on the West. Tiruchengode taluk alone is placed under Western Agro-climatic zone.

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Besides the above two zones, Kolli and a few isolated hills and ridges are scattered over Namakkal, Rasipuram and Tiruchengode and along with the valleys and rolling hills, make up the characteristic topography of the district. Demography The district has a population of 1,493,462 as of 2001. It is 36.51% urbanised as per Census 2001.[4] The literacy level of Namakkal district according to figures available for the year 1996 is 48.97% with male literacy level being more than the female literacy level. It is also observed while the male literacy level has grown steadily from 51.85% in 1981 to 57.61% in 1996, there has been a significant increase of female literacy level from 27.51% in 1981 to 39.89% in 1996. Industry The main occupation in the district is agriculture. The cultivation generally depends on monsoon rains, wells and tanks. Nearly 90 percent of the cultivated area is under food crops. The principal cereal crops of this district are paddy, cholam, cumbu and ragi. Panivaragu, Kuthianally, Samai Varagu and Thinai are some of the millets cultivated. Among pulses, the major crops are redgram, blackgram, greengram and horsegram. Among oil seeds groundnut, castor and gingelly (sesame) occupy important places. Of the commercial crops, sugarcane, cotton and tapioca are some of the important crops. Tapioca is used for the manufacture of sago. Namakkal district is noted for Truck and Lorry external body building which dates back to 1956. Throughout India Tiruchengode is known for its Body Building
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industry for Trucks, Trailers, Tankers and Rig Unit. Finished trucks and Rig Units are even exported to foreign countries from Namakkal. Nearly 25000 people are employmed either directly and indirectly in truck body building activity and about 300 units in Namakkal and 100 Units in Tiruchengode are engaged in this activity. Poultry development has been rather phenomenal in the district of Namakkal. The district is also well known for its poultry and dairy industries, accounting for a bulk of supply of poultry products to neighbouring industries. In fact, Namakkal produces about 65% of the egg output of Tamil Nadu. Tourism Namakkal Rock Fort The Rock Fort is on the summit of the rock, and the remnants in brick and stone still bear the brunt of the skirmishes to lay seize to the fort by the Cholas in the 9th Century.[2] There are two rockcut cave temples located on both sides of the hill dedicated to Narasimhaswamy and Ranganathasamy. There is also an 18 feet tall Hanuman statue carved out of a single stone at the Hanuman Temple.[7] Tiruchengode Tiruchengode is 35 km from Namakkal. It is one of the seven Sivasthalams in Kongunadu. The Arthanareeswarar Temple is located on a hill. The presiding deity is depicted as half-male and half-female, vertically to represent Shiva and Parvati worshipped as one form. It is considered one of the oldest temples in this region.

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Tiruchegode is the olden Poondurainadu in Kongunadu. Tiruchengode olden name is Thirukodimadachengondurur. Borewells and Textile are the main business in Tiruchengode. Lorry body building is famous in this place. Kolli Hills Kolli Hills are situated on Eastern Ghats at an altitude of 1200 mts in the Namakkal District and are 45 km from Namakkal town. The Kolli Hills are known for medicinal herbs and plants that grow in abundance on the hill slopes. The Arapaleswarar Temple, the Horticulture Farm, the Herbal Farm, Agaya Gangai waterfalls, Boat house, Peryaswamy Temple, View Point and the Telescope House are the places to visit for the interested tourist. The Valvil Ori festival is organised here every year during the month of August.[7] Transport Transport is the major field of work in Namakkal; a lot of lorry (truck) body building shops are located in Namakkal. Egg production in this district is large, so transport facilities are good. It is the main centre for linking other districts via bus routes especially to the North side (Salem, Villupuram, Dharmapuri, Krishnagiri, Bangalore), East side (Tiruchirapalli, Thanjavur), South side (Karur, Dindugal, Madurai, Tiunelveli, Kanyakumari) and the West side (Erode, Coimbatore, Tirupur, Udhagamandalam (Ooty)). CHAPTER IV DATA ANALYSIS AND INTERPRETATION
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INTERPRETATION: In the present day, modern world, needs and wants of the consumers are increasing rapidly. To satisfy their growing needs and requirement, the company continues to produce different types of product, the user of this product is different from age, sex, income, sources of information, price, brand loyalty, preference for colour, model etc. Hence, an attempt is made to satisfy the profile of consumer. The following sections of this chapter deal with the analysis and interpretation.

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TABLE NO: 4.1 GENDER OF RESPONDENTS Gender Male Female Total Source: Primary Data INTERPRETATION: Table 4.1 reveals that out of 100 respondents, 64% were females and 36 % were males. Hence majority of the respondents belongs to female categories. No. of respondents 36 64 100 Percentage 36% 64% 100%

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CHART NO: 4.1 GENDER OF RESPONDENTS

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TABLE NO: 4.2 AGE WISE CLASSIFICATION OF RESPONDENTS Age groups Up to 20 years 21-35 years 35-50 years Above 50 years Total Source: Primary Data INTERPRETATION: Table 4.2 reveals the age wise classification of the respondents majority 44 % of the respondents belongs to the category of 21-35 years group, 38%of the respondents belongs to the category of up to 20 years, 12 % of the respondents belongs to the category of 35-50 years age group and only 6% of the respondents belongs to the category of above 50 years. No. of respondents 26 34 37 13 100 Percentage 26% 34% 27% 13% 100%

CHART NO: 4.2 AGE WISE CLASSIFICATION OF RESPONDENTS

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TABLE NO: 4.3 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS Educational qualification School Under graduate Post graduate Others Total Source: primary data INTERPRETATION: Table 4.3 shows that out of 100 respondents, 42 respondents belongs to post graduate category, 30 respondents belongs to under graduate and 20 respondents belongs to the school category and 8 respondents belongs to the others category. No. of respondents 20 30 42 8 100 Percentage 20% 30% 42% 8% 100%

CHART NO:4.3 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

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TABLE NO: 4.4 OCCUPATION WISE CLASSIFICATION OF RESPONDENTS Occupation Student Business man Professional Others Total Source: primary data INTERPRETATION: Table 4.4 shows that out of 100 respondents, the highest percentage of 48% of the respondents belongs to student category followed by professional category 26%, 16% of the respondents from professional category and 10% of the respondents from other occupation. Hence more students are watching television. No. of respondents 48 16 26 10 100 Percentage 48% 16% 26% 10 100%

CHART NO: 4.4 OCCUPATION WISE CLASSIFICATION OF

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RESPONDENTS

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TABLE NO: 4.5 INCOME WISE CLASSIFICATION OF RESPONDENTS Monthly income (in Rs.) Below Rs. 10,000 Rs.10,001 to Rs.15,000 Rs.15,001 to Rs.20,000 Above Rs.20,001 Total Source: primary data INTERPRETATION: Table 4.5 indicates that 52% of the respondents income falls below No. of respondents 52 30 10 8 100 Percentage 52% 30% 10% 8% 100%

Rs.10,000, 30% of the respondents income from Rs.10,001 to Rs.15,000 and 10% earns the monthly income of Rs 15,001 - 20,000. Only 8% falls under above Rs.20,001 income group.

CHART NO: 4.5 INCOME WISE CLASSIFICATION OF RESPONDENTS

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TABLE NO: 4.6 FAMILY SIZE WISE CLASSIFICATION Size of family Up to 2 members 3 to 4 members 5 to 6 members Above 7 members Total Source: primary data INTERPRETATION: Table 4.6 reveals that the highest number of respondents 50% belonged to 3-4 members in the family, 32% of the respondents belonged to the 5- 6 members in the family, 16% respondents belonged up to 2 number and 2% of the respondents belongs to the above 7 category. No. of respondents 16 50 32 2 100 Percentage 16% 50% 32% 2% 100%

CHART NO: 4.6 FAMILY SIZE WISE CLASSIFICATION

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TABLE NO: 4.7 MEDIA MOTIVATED TO PURCHASE Media Family Friends Advertisement Others Total Source: primary data INTERPRETATION: Table 4.7 shows that the most of the respondents 56% of the respondents got to know this product awareness through family members, 26 % of the respondents came to know this product by friends, 14% of the respondents came to know this product by advertisement , 4 % of the respondent by others respectively. No. of respondents 56 26 14 4 100 Percentage 56% 26% 14% 4% 100%

CHART NO: 4.7 MEDIA MOTIVATED TO PURCHASE

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TABLE NO: 4.8 NO. OF YEARS THE RESPONDENTS USING LCD Period of using LCD Below 3 years 3 -4 years 4- 5 years Above 5 years Total Source: primary data INTERPRETATION: Table 4.8 shows that out of 100 respondents, 42% of respondents are using the LCD for below 3 years , 34% of the respondents are using the LCD for 3 -4 years, 20% of the respondents are using the LCD for 4 - 5 years. 4 % percent of the respondents are using the LCD for Above 5 years. Hence, majority 42% of respondents are using the LCD for below 3 years. No. of respondents 42 34 20 4 100 Percentage 42% 34% 20% 4% 100%

CHART NO: 4.8 NO. OF YEARS THE RESPONDENTS USING LCD

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TABLE NO: 4.10 MAIN COMPETITORS FOR LG Brand name Sony Samsung Videocon Onida Total Source: primary data INTERPRETATION: Table 4.10 reveals that out of 100 respondents Sony is held by majority of 32% of the respondents, Samsung is held by 28% respectively of respondents, Videocon is held by 22% of respondents, Onida is held by 18 percent of respondents. No. of respondents 32 28 22 18 100 Percentage 34% 28% 22% 18% 100%

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CHART NO: 4.10 MAIN COMPETITORS FOR LG

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TABLE NO: 4.11 PRICE STRUCTURE Price (in Rs.) High Reasonable Low Moderate Total Source: primary data INTERPRETATION: Table 4.11 shows the price of television, which the respondents owned. In this 44% of respondents feels the price reasonable, 30% of the respondents feels the price as high, 18% of the respondents feels moderate and 8% percent of the respondents feels as low. Hence more number of respondents makes purchases depending upon its reasonable price. No. of respondents 30 44 8 18 100 Percentage 30% 44% 8% 18% 100%

CHART NO: 4.11

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PRICE STRUCTURE

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TABLE NO: 4.12 SIZE WISE CLASSIFICATION Size 14 inches 21 inches 29 inches 38 inches Total Source: primary data INTERPRETATION: Table 4.12 shows that out of 100 respondents, 66 % of the respondents prefer 21 inches of LCD, 14% of the respondents prefer 29 inches, 10% of respondents prefer 38 inches. No. of respondents 10 66 14 10 100 Percentage 10% 66% 14% 10% 100%

CHART NO: 4.12 SIZE WISE CLASSIFICATION

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TABLE NO: 4.13 OPINION ON WARRANTY AND GAURANTEE FACILITIES Feel about the offers Excellent Good Better Poor Total Source: primary data INTERPRETATION: Table 4.12 reveals that out of 100 respondents. Majority of 42% of the respondents feels Excellent with the warranty provided by the LG. 28% of the respondents said that facilities provided by the LG is Good , 23% of the respondents said that facilities provided by the LG is Better, 7% of the respondents said that facilities provided by the LG is poor. Hence, Majority 42% of the respondents are feeling Excellent with the warranty provided by the LG. No. of respondents 42 28 23 7 100 Percentage 42% 28% 23% 7% 100%

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CHART NO: 4.13 OPINION ON WARRANTY AND GAURANTEE FACILITIES

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TABLE NO: 4.14 SATISFIED LEVEL OF RESPONDENTS Solution Yes No Total Source: primary data INTERPRETATION: Table 4.14 shows that out of 100 respondents, 68% are satisfied, and 32% are not satisfied. Hence majority of the respondents are satisfied with the special features of LG LCD.. No. of respondents 68 32 100 Percentage 68% 32% 100%

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CHART NO: 4.14 SATISFIED LEVEL OF RESPONDENTS

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TABLE NO: 4.15 LEVEL OF SATISFICATION WITH SERVICE Source Yes No Total Source: primary data INTERPRETATION: Table 4.15 reveals that 66% of respondents are satisfied with service after sales and 34% of respondents are not satisfied. Hence the majority of the respondents are satisfied with the service after sales. No. of respondents 66 34 100 Percentage 66% 34% 100%

CHART NO: 4.15 LEVEL OF SATISFICATION WITH SERVICE


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TABLE NO: 4.16 MODE OF PURCHASE Mode of Purchase Installment Cash system Total Source: primary data INTERPRETATION: Table 4.16 indicates that out of 100 respondents, 90% of the respondents purchased through payment, while 10% of the respondents purchasing through installment bases. No. of respondents 10 90 100 Percentage 10% 90% 100%

CHART NO: 4.16

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MODE OF PURCHASE

CHAPTER- V

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FINDINGS, SUGGESTIONS AND CONCLUSTION

INTRODUCTION: Brands occupy a particular niche in consumer mind. Powerful brands influence consumer so much that it becomes difficult for them to shift their preference to other product. Television is one of the powerful brands in home appliances industry. This brand enjoys high bran equity. In the present study, factors influencing consumer satisfaction on television. FINDINGS The major findings of the study are listed below: 1. The table reveals that 44% people are aged between 21 to 30 years. 2. The table shows that most of the respondents are females. 3. Out of the consumers of televisions, three fourths were graduates of which under graduates and post graduates were in similar proportion.

4. The size of families having 3 to 4 members is mostly watching the television. 5. Low income group of the respondents most watching the television other than middle income and higher income group people. 6. Majority 52% of the students are watching the television when comparing businessmen, professional and others.

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7. According to the study 60% of the respondents feels the price of television as reasonable. 8. The opinion of 28% of respondents on the models of TV was found to be good. 9. 14% of the respondents were motivated to purchase television by advertisement. 10. 70% of the respondents are purchasing the television under cash system only. 11. The majority of respondents were aware of models in LG. other than Onida, Sony, Samsung, Philips, and Videocon. 12.The study shows that 66% of the respondents are preferring 21 inches of LCD TV. 13. 60% of the respondents are satisfied with exchange offer provided by LG. other than Sony, Onida, Samsung, Philips, and Videocon.

CONCLUSION

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Consumer prefer only branded product in the market because brand create image of the product as well as the company in the mind of the customers. Television is a product for all even man live with food and shelter but they cannot live with out television. It is true that the people spent more time in watching the television. Hence the customers concentrate more to select a brand of televisions at time of purchasing. LG is a brand prefered by the majority of the customers due to design, durability and clarity in sound. Hence this study concludes that LG is one among the best brand for the television products.

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BIBLIOGRAPHY

1. Agarwal. P.K., Marketing Management An Indian Prospective Pragati Prakashan, Meerut 2003. 2. Cauvery. R., Sudha Nayak. U.K., Girija. M., Meenakshi. R., Research Methodology Published by s. Chand & Company Ltd., Delhi- 110055. 3. Gupta. S.P. Statistical Methods, Sultan Chand & Sons. New Delhi1995. 4. Kothari. C.r., Research Methodology Methods & Techniques. Published by H.S. Poplai for Wishwa Prakshan, New Delhi 110055. 5. Pillai. R.S.N. Bagavathi. Modern Marketing Principles and Practice S. Chand & Co.Ltd. New Delhi 1987. 6. Philip Kotler Marketing Management, Prentice Hall of Indian Pvt. Ltd New Delhi -2003. 7. Rajan Sexena, Marketing Management Tata McGraw Hill Publishing Co.Ltd., New Delhi 1997.
8. Rajannair. N., M.M. Varma, Marketing Management Sultan Chand

& Sons 1991.


9. Sherlekar. Marketing Management Himalaya Publishing House.

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10. Indian Journal of Marketing Volume, XXX III, August 2003. 11. Indian Journal of Marketing Volume, XXX III, Sep 2003.

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