“BRAND PREFERANCE OF COLOUR TELEVISION BY

THE CONSUMERS OF RISHIKESH AREA OF

DEHRADUN DISTRICTST”

A DISSERTATION PROJECT report

Submitted in the partial fulfillment of the requirement for the award of
degree of

(Affiliated To H.N.B. Gadwal University shrinagar)

SESSION: 2005-2007
Submitted by: - supervised by:-
VINOD YADAV Dr. D.S chaubey
MBA (Marketing) Asst.Professor
(Marketing) O.I.M.T. RISHIKESH

OMKARANANDA INSTITUTE OF MANEGEMENT

&
TECHNOLOGY
 CONTENTS

• Acknowledgement
• Preface
Chapter-I
• Introduction to Television Market
• Modern Marketing of Television
• Consumer Behavior
Chapter-II
• Objective of the Study
• Research Methodology
Chapter-III
• Data Analysis
• Research Findings
Chapter-IV
• Conclusion
• Questionnaire
• Bibliography
 CANDIDAT DECLARATION

I hereby declare that the work which is being presented in the projected in the
dissertation report entitled “Brand Preference Of Colour Television By The
Consumers Of Rishikesh Area Of Dehradun Districts” partial fulfillment of the
requirement for the award of “Master of Business Administration” of Omkarananda
Institute of Management & Technology for HNB Garhwal University, Srinagar is
record of my own work and was carried for a period of two months under the guidance of
Dr. D.S. chaubey Asst. Professor (Marketing) Rishikesh

Date: (Vinod Yadav)

MBA (Marketing)

This is to certify that the above statement made by the candidate is correct to
the best of our knowledge.

(Dr. DS Chaubey)
Asst. Professor
OIMT, Rishikesh
 ACKNOWLEDGMENT

in my effort to prepare this report, many people gave their valuable guidance,
help and assistance, in this occasion I would like to convey my gratitude to these
personalities.

 Dr.B.M.Jouhari, principle O.I.M.T. for showing his kindness in this effort of

mine.
 Dr. D.S.chaubey, assistant professor (marketing) O.I.M.T. for his valuable
guidance and help.
 All the faculty members of O.I.M.T. for their cooperation.
 All the persons of Rishikesh who helped me, in achieving my goal, by giving their
cooperation.
 At last, but not the least, to all the friends of mine and to all persons who directly
or indirectly helped me while working in this project.

Vinod yadav

(MBA IV)
 FOREWARD

Until and unless one practically understands the theories, the theory remains as a
bookish thing. Experience counts a much.

However this dissertation report is a requirement of the university for every MBA
student in his 4th semester. This is undertaken to deepen our understanding of the theory .
under this each student is expected to carry – out a small but a original study under the
supervision of a designate internal faculty member on a real management problem with
respect to issues related to trade, business , commerce, industry, finance, corporate
governance and the incidental and I or allied areas connected there to.

Being specialized in marketing, I undertook a subject, which is market related and

incidental- brand preference of colour television by the consumer of Rishikesh area
of Dehredun district.
 INTRODUCTION TO TELEVISION MARKET

In the 21st century TV is the need for every person in India. Most of the people
now want to buy a quality CTV with alternative features.

But in this century there are some people who are purchasing CTV too, because
they do not have much money to invest on LCD, but these people are very much
conscious about quality, as they are influenced by urban culture. They have knowledge of
quality, and they too understand the value of money they will always try to purchase a
good quality durable product, no matter even if it is costly.

But there are some people in India who wants to purchase TC but they did not
have much money. These people are mostly dependent upon agriculture for there earning.
Theses are rural people. These rural customers are not so much educated. Their living
standard is not so good but they want to improve it. Although they too want to purchase
good quality products but they do not have much knowledge about it. Money constraint
always forces them to purchase a low priced product, no matter whether it is of quality or
not. Now the manufacturer of LCD TV are having only rural customers, because
approximately all the urban customer are buying a co lour Television.

Tomorrow's consumer will be different from Today's, tomorrow's product will be

different from today's and tomorrow's market will be different today's such fundamental
changes require are over all changes in working strategy of winning the market share.
The entry of multinational in India's competitive market has posed threats to the national
players. This also provides the Indian manufacturers an opportunity to grow and
complete with the multinationals.

The entire Indian market is full of a range of electronic items offering different
features, benefit and most updated technology to affect the customers. Above all their
claims in their communication strategy has left no space for Indian companies to attract
the customers above all, Indian companies do not compete with MNCs in terms of
resources, technology etc. Except complete on price front.
 Modern marketing of television

Everything that is happening on the Balkan, in the Europe and in the world we
find out in the different ways through the TV, and radio . In some countries the news are
announced faster than in the other countries. I think that we come to the news from the
world by the TV. My opinion is that on the Balkan 60-70% of televisions are properties
of the political parties. . Because of that they announce the news on the way they want.
Media on Balkan have, and give us enough news from the world. I prefer to use the
information from Internet.

After 1990, in addition to public broadcasting, private radio and television have
started developing rapidly. Macedonian Radio and Television (MKRTV-Makedonska
radiotelevizija) has the status of a national broadcasting system. In addition to
Macedonian, it broadcasts programs in Albanian, Turkish, Serbian, Romany and
Vlach.MKRTV is a member of the European Broadcasting Union and is linked with its
Geneva seat and the broadcasting services of neighboring countries. The MKRTV
coverage of the territory of Macedonian via the network of about 160 transmitters and
relays is the following:  MW (medium wave): 99%  Television Channel
2:Television Channel 1: 96% FM (ultra-short wave): 75% 55%. Macedonian
Radio broadcasts about 90 hours of various programs daily via 6 channels on FM and
MW.Macedonian Television broadcasts each day some 50 hours of news, documentaries
and programs in the areas of education, culture and the arts via 3 channels.There are also
29 local public stations broadcasting about 230 hours of programs daily. Over 30 hours of
these are programs in the languages of the nationalities, of which 15 are in
Albanian.There are five public television station in five major towns with a modest total
of 30 hours of programmes daily.The expansion of private local and commercial radio
and television stations has recently subsided. At one point, about 200 radio and television
stations. A moratorium on registration and a ban on pirate broadcasting of programmes
followed. The future of these stations is connected with the imminent new laws on
broadcasting and telecommunications, which are to stipulate in detail the manner of their
foundation, broadcasting permits, etc. These laws are beginning prepared taking into
account modern developments in broadcasting, and in cooperation with the Council of
Europe.

In this century of high technical development there isn't a family in this world
without TV or radio. Those are the two media sources that we now depend on. When we
have them, we have the whole world at our hands. The TV is like a tunnel to a virtual
dimension, new worlds that no one has seen but every one fantasise about it. The radio is
like a reminder of the "lost" times with its history stories. Anyway, it's just too hard not to
be in contact with the world. Because people tell the need to be informed, not to be alone.
Media provide us with some light and fun in our sometimes boring lives. For example: if
you fell down, watch a good movie; find yourself in the mixture of strangers in the
screen. In, the end, we can't live without the media even if we think we can.
 The most popular media source in Macedonia is television.The main Tv station is
Macedonian Tele Vision-MRTV,and it contains 3 chanals including satelite chanel.But
the govermment is making presure over it,and its program is govermmently tuned.Private
TV stations don't have freedom in their presentation,if thay critique the govermment their
program isn't emited.RADIO.Radio is ussualy used for entertainment purpose.24 hours a
day is emitting music from every genres.There are few radio stations that cover whole
country,and a lot of local stations which frequences are interlac.
NSWSPAPER.Newspapers are used for political and markenting purpose,and it is the
oldest media souce in Macedonia.The most famous daily newspaper is called "DIARY"-
DNEVNIK which is the chipest.It has the greatest spectrum of informations of all other
media sources:tabloid,political,marketing,entertainment ect.INTERNET.In Macedonia
there are few Internet providers that enable access to Internet.My contry is presented on
few web adresses ,where everybody can take informations about it.The last 3
years,Internet become the most popular meia source. "Media sources" Human life has always
been dependant on information. A famous writer once said:" A community needs news for the same reason
that a man needs eyes. It has to see where it is going." As we entered the 21st century, the need for
knowledge and information has just grown. Every day we are surrounded by all kinds of information, which
we usually find very useful. The information reaches us thanks to the many media sources and their non-
stop activity.Today we cannot imagine a country, which does not have its own media sources. The media
sources have become an every day need in anyone's life. The information that had been collected through
the day by the news agencies is presented on TV, telemetry, Internet, radio, newspapers etc.

Television is an electronic system for transmitting still or moving images and sound to receivers.
Today television is the most widely used medium. It enables us to get in touch with all kinds of information,
from politics to weather by following one of the local, or an international channel through satellite link or by
using a cable TV. Nowadays we can hardly imagine a home, which does not have its own TV set. The
information on TV is presented through the different shows, starting from news to documentaries. Thanks to
the fast development of graphics and electronic industry, a new feature has been added in the past few
years-the telemetry. The telemetry signal is being broadcasted by some of the TV houses and can be
viewed on a TV set. Information given on the telemetry depends on the TV house that is broadcasting the
signal but most often, we can find information about buses, airlines, phones, weather prognosis etc. Today
highly developed countries have their own net of TV houses that broadcast programme 24 hours a day. The
programme they broadcast is different depending on the TV house.

Newspapers are also wide used medium. Newspapers and other magazines are read by millions of people
all over the world, despite the competition from television and radio. Sometimes the newspapers are
concentrated on a specific area, such as sport, politics etc, but most often, they write about events in
different areas. Newspapers can be published daily or weekly, in the morning or in the afternoon; they may
be published for the few hundred inhabitants of a small town, for a whole country, or even for an
international market. The information found in the newspapers is being gathered by news agencies. A news
agency, also called press agency, is an organization that gathers and distributes news from around a nation
or the world, and then provides them to newspapers, periodicals, and other magazines. The news agency
does not publish news itself but supplies news to its subscribers. Al-most every medium depends on the
news agencies for the bulk of the news, even including those few that have extensive newsgathering
resources of their own. In the past few years many new newspapers were born. An enormous number of the
newborn newspapers are given free in the beginning in order to attract buyers.

Internet is a network that connects many computer networks and is based on a common
addressing system and communications protocol called TCP/IP (Transmission Control Protocol/Internet
Protocol). The Internet had its origin in a U.S. Department of Defense program called ARPANET (Advanced
Research Projects Agency Network), established in 1969 to provide a secure and survivable
communications network for organizations engaged in de-fence-related research. It was originally put in use
in 1983 for academic needs and it has rapidly grown since, be-yond all expectations, into an increasingly
commercial and popular medium. The number of computers in the world, connected to Internet, by the
middle of the 90's was several millions. That number has significantly in-creased since. Internet connects
millions of computers, databases, programs, files, people etc., into a net and its resources are available to
anyone on the net. Internet as a world wide net allows usage of a few services such as: electronic mail, ftp
(file transfer protocol), chat, bulletin boards, newsgroups and the most important component of Internet-www
(World Wide Web). Its popularity as a medium is owed to the enormous number of information sites present
on Internet. Today it is impossible to determine the number of sites hosted on the servers connected to
Internet 24 hours a day. Finding the needed information sometimes can be difficult because of the enormous
number of sites, but when such time comes, we can use one of the many search engines (Yahoo, AltaVista,
Excite, and MSN) to help us in our search. This way we can literally find anything we want in any time of the
day. One of Internet's great features is that the newest information in any area is instantly published.

Radio, as the television finds wide use in anyone's life. The programme on the radio is broadcasted by the
many and different radio stations. Most of the radio stations broadcast an interesting programme filled with
music, talk shows, surveys etc. We can freely say that radio stations offer interactive programme, because
of the many discussions with the listeners on different topics, concerning general problems and opinions. As
mentioned before the mediums play an incredible part in our lives. A time will come when only the informed
will succeed. We may not know that but, it certainly is so, and as the time goes by, our need to be informed
will just grow bigger and bigger and so will their part in our lives. That is why every one should give benefit in
the de-velopment of the media network.
 Consumer behavior about television:

(1) Low-Involvement Consumer Behavior

A brilliant point Krugman made in his paper of 1965 was to identify the existence
of two completely different ways of experiencing television advertising. One way is
characterized by lack of personal involvement and the other is characterized by a high
degree of personal involvement. Ray's experiment (1973) in laboratory setting indicated
the predominance of the low-involvement hierarchy in consumer response to repeated
advertising messages. The research showed that the low involvement hierarchy occurs
somewhat more often than the learning one, while the dissonance-attribution hierarchy
simply did not occur in the laboratory repetition setting.

The concept of low involvement derived from the responses to televised

advertising was expanded to low-involvement consumer behavior. Hupfer and Gardner
(1971) conducted a study to compare relative importance between products and issues.
The product list included trivial like facial tissues, bicycles, and coffee as well as
important ones like automobiles and houses, and the issues contained from personal to
politically controversial issues such as fraternity membership, legalization of marijuana,
the draft, Vietnam War, and so on. The study revealed that subjects just do not care much
about products compared to issues. While subjects rated the draft, the Vietnam war, and
world peace as extremely important, they considered facial tissues, bicycles, and
toothpaste as extremely unimportant.

Chaffee and McLeod (1973) also suggested that many purchases are made with
little personal intellectual (or cognitive) investment as goes into many votes for
candidates. They manifested that what can be inferred from both voters' party-loyal and
consumers' brand loyal behaviors is that people are often uninvolved in the vote or
purchase, and hence behave repetitively without thinking.

Robertson (1976) argued that a large share of consumption is trivial, unimportant,

and non-ego-involving and that "active audience" view overemphasize selectivity and
rationality of consumers. He suggested that the consumer may not be particularly
committed in his or her brand selection for many products. Thus, to such consumers
advertising is likely to be processed without undue resistance and without necessarily
through message evaluation.
(2) Low Involvement and Passive Learning
Until low-involvement theory, the explanation of advertising effectiveness was
based on the traditional learning model that tacitly emphasizes active and purposive
behavior of audience (Krugman and Hartley, 1970). In this learning model, consumers
have been conceived as purposive, rational, goal-seeking units. It was also assumed that
When they need to determine which of a variety of competing brands to purchase, they
would actively seek out; acquire information as to the relative performance of the
alternative choices; and select the optimal product and brand 'rationally.'

However, what Krugman found from his research (1965) was television viewers
being in a relaxed state, having somewhat motionless eyes, and letting down their
perceptual guard to commercials. The consumer did not get actively involved with
messages and did not cognitively consider and process the advertisement and its contents.
Krugman was seeking an answer to why television advertising produced high level of
brand recall yet little change in attitudes toward brands. He concluded that television is a
low-involvement medium that results in passive learning.

This conclusion contradicted previous learning theory of communication

messages. Rather, the learning of advertising was similar to learning to the nonsensical or
the unimportant. Krugman (1965) argued that the message was neither screened, nor
actively processed, but simply went to the back of the mind into long-term memory until
the purchase situation stimulate it.

Krugman and Hartley (1970) stated that the most special quality of passive
learning is an "absence of aroused resistance" to what is learned. This means that
passively learned material has an important advantage which some have also associated
with so-called subliminal perception, extrasensory perception, or hypnotism. This
advantage, however, is not a property of the stimulus, but of the respondent; it depends
on audience's involvement.

The significance of these studies goes beyond that most consumer products, most
advertising, and most consumer behavior are a mundane and trivial. Rather, what the
studies suggests here is that the concept of involvement may be a key variable in
explaining media effects and consumer behavior more clearly than any other mediating
variables. Thus, the next step is to examine the ways to define the concept of
involvement. Thus, in case of low-involvement, consumers become more susceptible to
advertised messages without perceptual resistance.
RESEARCH METHODOLOGY
INTRODUCTION TO RESEARCH:-

Research is a common parlance refers to a search for Knowledge. Research is a

Scientific investigation.

According to Learner’s Dictionary of current English, “Research is a careful investigation

Or inquiry especially through search for new facts in any branch of knowledge.

According to Redman and Moray, “Research is a systematic effort to gain new

knowledge.

OBJECTIVE OF RESEARCH:-

The purpose of research is to discover an answer to question through the application of

Scientific procedure. The main objective of the research is to find out the truth, which is

Not hidden and which has not been discovered.

RESEARRCH METHODOLOGY:-

Research methodology is a Way to systematically solve the problem. It may be

Understand as a science of study how research is done scientifically. In it we study the

Various steps t6hat are generally adopted by a researcher in studying his research
problem

Along with the logic behind them. It is necessary for the researcher to know not only
there

Research methods/ techniques but also the methodology.

When we talk of research methodology, we not only talk of the research method but

Consider the, logic behind the method we use in the context of our research study and

Explain why we are not using others. So research result is capable of being evaluated
either by the researcher or by others.
MARKETING RESEARCH:
 Marketing Research is a systematic and objective of problems to the marketing of
goods

And services. Different authors have defined the term marketing research.

Marketing research is the collection summary and analysis of the data regarding
goods

And services so that behavior of consumer may be understood and maximum

satisfaction

May be provided to them. Different authors have defined the term marketing
research.

According to Blankenship and Doyle, “marketing research is the collection, analysis

and

Intrepation of facts that help marketing management to get products more

efficiently into

The hands of the customer. Market research encompasses all information pertinent
to this

Task, all the appropriate techniques”.

According to American Marketing association, “the systematic gathering, recoding

and

Analysis of data about problems relating to the marketing of goods and services.

According to PHILIP KOTLER, “Market research is the systematic problem

analysis,

Model analysis, model building and fact finding for the purpose of improved
decision and

Control in the marketing of goods and services”.

According to Coree &Roberts “Marketing research is any systematic attempts to

get
Information useful in solving marketing problems”.

RESEARCH PROCESS
 IDENTIFY THE PROBLEM AND SET
OBJECTIVE

DEVLOP THE RESEARCH PLAN

DATA COLLECTION

ANALYSIS OF DATA

FINDINGS (RESULT)

The first step calls for the marketing research to define the problem carefully and agree
On the research objective. An old age says, “A problem well defined is half solved”. Not
All projects can be this specific in their objective. Some research is exploratory, some is
Descriptive and some is casual.

The second stage of marketing research calls for developing the most efficient plan of
Gathering the need information .Designing a research plan can call for gathering of
secondary Data, primary data or both, research instruments, sampling plan and contact
method.

The data collection phases of marketing research is generally the expensive and the most
Prone to error. Data collection methods are rapidly improving thanks to modern
Computer and telecommunication.

The next to last step ion the marketing research process is to extract pertinent finding
from the collected data. The researchers tabulate the data and develop frequency
distribution.

The some advance spastically techniques and decision models are also applied in the
hope of additionally finding.

The last step in marketing research is the presenting the finding. Researcher should
Present major marketing decisions facing management.

DATA COLLECTIOMN:-

There are two important sources of data collection.

# Census

When data are collected from each member of the population.

#Sampling

When data are collected from selected members of the population. Thus it is the
Duty of the researcher to decide the mode whether he should conduct a census or a
sample to collect the data for his research.

#Sampling Plan

This classifies the targets population that has to be sampled. Once this unit is determine,
A sampling frame must be developed, so every one in the target population has an equal
Or known chance of being sampled.

#Sample Size
 Large sample gives more reliable result than small sampling but due to budgetary time
And other constraint the sample size is taken of as 50 respondents.

#Sources of data collection

For data collection I have concentrate on primary data through questionnaire and also
Collected secondary data.

#Primary data

According to the information required from the consumer of bajaj allianz Questionnaire
was design for data collection. The region undertaken for the research is Rishikesh.

#Secondary data

Secondary data was collected from books, newspaper, magazine and website.

SAMPLING DESIGN:-

#Convenience sampling

In this of sampling the investigators select certain items from the domain as per his
Convenience. In this sampling no planned efforts is made to collect information

Agewise Classification of Respondent:

 When respondents were categorized on the basis of age. An attempt was
made to know the most as perceive by the respondents of Rishikesh. The
information thus received is presented in the table below:

Age

Description No of respondent %
18-25 81 81%
26-35 14 14%
36-50 5 5%
51-above 0 0%
total 100

100

80 81%
1

60

40 81

20
14%
14 5%
5
0 0%
0
18-25 26-35 36-50 51-above

Inferences: The data presented in the above table indicates that most of the
81%respondent were 18-25age, 14% respondent 26-35 ages , 5% respondent 36-50 ages
and above 51 year old were nothing. it is also found that 81% respondent in the sample
indicated inclination toward young generation .

Sexwise Classification of Respondents:

 . An attempt was made to know sex categories of the respondent perceive by
the respondents of Rishikesh. The information thus received is presented in the
table below

Sex
Description No of respondent %
F 34 34%
M 66 66%
100

80
66%
60

40 34%
1 66
20 34
0
f m

Inferences: The data presented in the above table indicates that most of the 34%
respondents were involved female and 66% respondent male in my research. I have
collected total 100 data in which were involved male and female.

Family size wise classification of Respondents:

 An attempt was made to classify the respondent on the basis of their family
size. The information thus received is presented in the table below

Family size

Description No of respondent %

Up to 4 member 34 23%
5-6member 53 33%

More than 6 member 13 10%

100

60
50 33%
40
23%
30 53
20 34
10 10%
13
0
upto 4 member 5-6member more than 6
member

Inferences: The data presented in the above table indicates that most of the respondents
were involved .I have collected total 100data. I have collected family size data of
respondent in which 24% up to 4 member, 33% respondent 5-6, and more than 6 10% of
respondent were involved.

Marital Status wise Classification of Respondents:

 Respondents were categorized on the basis of martial status. The
information thus received is presented in the table below

Martial status
Description No of respondent %
U 24 24%
M 76 66%
100

100
80 66%
60
40 76
20 24%
1
24
0
m u

Inferences: The data presented in the above table indicates that most of the respondents
were involved 66% unmarried and 24% married in my research. I have collected data
total 100 in which were involved married and unmarried.

Brand ownership
An attempt was made to know the most brand ownership by the respondents of
Rishikesh. The information thus received is presented in the table below:-

Brand ownership
Description No of respondent %
Aiwa 2 2%
Akai 2 2%
Bpl 2 2%
Bush 3 3%
Lg 16 16%
Onida 7 7%
Philips 16 16%
Samsung 27 27%
Sharp 2 2%
Sony 5 5%
Star trek 2 2%
Sansui 3 3%
Videocon 7 7%
Weston 6 6%
Total 100

30
27%
25
20
15 16% 16%
27
10 16 7% 16
5% 7% 6%
5 7 7 6
2% 2% 2% 3% 2 3%
2 5 2%
2%
0 2 2 2 3 3
n
a

lg

p
s

ck
bp

co
w

ilip

ar

re
ai

eo
sh
ph

vid
ar
st

Inferences: Samsung is the major possessed brand 27% , followed by LG and

Philips 16% , Aiwa 2%,bpl 2%, onida 7%,bush 3%, akai 2%, Sony 5%, sharp2%,
Weston 6%, star trek 2%, Sansui and Videocon too find places with 3%& 7 percent
respondents respectively.
Brand awareness
 An attempt was made to know the most brand awareness as perceive by the
respondents of Rishikesh. The information thus received is presented in the table
below:-
Sl No Brand No of Respondents Percentage
1 BPL 48 96
2 Videocon 43 86
3 Onida 43 86
4 Philips 41 82
5 LG 45 90
6 Kenwood 38 76
7 Samsung 44 88
8 Sharp 40 80
9 Thomson 38 76
10 Sansui 41 82
11 Sony 43 86
12 Akai 44 88
13 Crown 43 86

Brand Awarenss
% Awareness

150
100
Series1
50
0
n
ng
da

ny

n
L

LG

so

w
BP

su

So
ni

ro
om
O

C
Th
Sa

Name of Brand

Brand Awareness is highest for BPL, Videocon, Onida, Philips, Lg, Samsung, Thomson,
Sharp, Sansui and Sony percent.
 Source of Information:
An attempt was made to know the most sources of information as perceive by
the respondents of Rishikesh. The information thus received is presented in the
table below:-

Sources of information
Description No of respondent %
Advertisement 60 60%
Friends 30 30%
Sales agent 10 10%
If any others 0 0%
Total 100

80

60 60%

40
60 30%
20
30
10%
10
0 0%
0
advertisement friends sales agent if any othesr

Inferences: This analysis shows that 60% customers have collected data from
advertisement, 30% friends, 10% sales agent, and 0% any other sources. It means says
that many people are influences by advertisement.
 Need Recognition:
Amongst the following who influenced you most in recognizing the need of
colour television

Need recognized
Description No of respondent %
Friends 10 10%
Family
Members 58 58%
Advertisements 30 30%
If any other 2 2%
Total 100

70
60 58%
50
40
30 58 30%
20 30
10 10%
10
0 2%
2
advertisemen

af any other
friends

members
family

ts

Inferences: This analysis shows that 30% customers have collected data from
advertisement, 10% friends, 58% family members, and 2% any other sources. It means
says that many people are influences by family members.
 Major Influencers:
An attempt was made to know the major influences as perceive by the
respondents of Rishikesh. The information thus received is presented in the table
below:-

Major influences
Description No of respondent %
Self 55 55%
Friends 19 19%
Advertisement in various media 9 9%
If any other 17 17%
Total 100

60 55%
50
40
30 55
20 19% 17%
10 19 9%
9 17
0
ent in various
self

friends

if ant other
adverstisem

media

Inferences: The data presented in the above table indicates that most of the 55%
respondent were influences to self, 19% friends, 9% advertisements in various media and
17% any other in my research. I have analyses that 55% respondent are influences by
self.
 Year of Purchase:
An attempt was made to know the most year of purchase as perceive by the
respondents of Rishikesh. The information thus received is presented in the table
below:-

year of purchase
Description No of respondent %
1993 2 2%
1996 8 8%
1997 4 4%
1998 8 8%
1999 5 5%
2000 20 20%
2001 5 5%

2002 11 11%
2003 7 7%

2004 11 11%
2005 12 12%
2006 2 2%
2007 5 5%
Total 100

20%
11% 12%
11%
20 7% 11 12 2% 5%
5
8% 5% 5% 11 7 2
8% 8 5
8 4%
4 5
2%
2
2005 20062007
1999 20002001 2002 20032004
1993 1996 19971998

Inferences: The data presented in the above table indicates that most of the 20%
respondent have purchased in 2000, 2% of respondent in 1993 , 8% respondent in 1996 ,
4% respondent in 1997, 8% respondent in 1998, 5% respondent in 2001, 11% respondent
in 2002, 7% respondent in 2003,11% respondent in 2004,12% respondent in 2005, 2%
respondent in 2006 and 5% respondent in 2007 5%. But Very highly purchased by 2000.
 Size of Colour TV Purchased:
An attempt was made to know the most size as perceive by the respondents of
Rishikesh. The information thus received is presented in the table below:-

Size
Description No of respondent %
14" 2 2%

20" 15 15%

21" 80 80%

If any other 3 3%
Total 100

90
80 80%
70
60
50
40 80
30
20
15%
10 15
0 2%
2 3%
3
14" 20" 21" if any other

By the analysis one could easily concluded that 21" TV can alone satisfy the need of
these people. 80% of people have purchase 21" TV,15% people have purchased 20’’ ,2%
people have purchased 14’’ TV and 3% people have purchase any other TV.
 Mode of Purchase:

An attempt was made to know the most mode of purchase as perceive by the
respondents of Rishikesh. The information thus received is presented in the table
below:-

Mode of purchase
Description No of respondent %
Cash 88 88%
Lone 6 6%

Gift 6 6%
If any other 0 0%
Total 100

100
88%
80

60
88
40

20
6%
6 6%
6
0 0%
0
cash lone gift if any other

Inferences: The data presented in the above table indicates that most of the 88%
respondent did mode of purchased by cash, 6% lone, 6% gift and 0% any other. I have
analyses that 88% respondent have purchased by cash’s.
Most Favourtie Brand

An attempt was made to know the most favorite brand as perceive by the
respondents of Rishikesh. The information thus received is presented in the table
below:-

Most favorite brand

Description no of respondent %
Bpl 4 4%
Bush 3 3%
Lg 19 19%
Onida 2 2%
Philips 16 16%
Samsung 30 30%
Sony 7 7%

Star trek 2 2%
Sansui 9 9%

Videocon 5 5%
Weston 3 3%
total 100

35
30 30%
25
20 19%
15 16% 30
10 19 16 9%
5 7%
4% 7 9 5%
0 4 3%
3 2%
2 2%
2 5 3%
3
on
ng
a

n
de i
sa ips

ck
sh
l

ar y
lg

u
bp

to
id

ns

oc
su

tre
bu

so
il

es
on

ph

su
m

w
vi
st

Inferences: Although Samsung is most favorite brand as a whole respondent.

This analysis shows that 4% customers have most favorite brand Bpl,3%respondent have
favorite brand bush,19%have liked lg, 2% onida, 16%philips, 7% Sony, 2%star trek , 9%
Sansui, 5%videocon,3% Weston and 30% respondent have most favorite brand
Samsung.
Whether purchased favorite brand
An attempt was made to know the whether purchased favorite s brand as
perceive by the respondents of Rishikesh. The information thus received is
presented in the table below:-

Whether purchased favorite brand

Description No of respondent %

Yes 76 76%

No 24 24%

Total 100

100

80 76%
60

40 76
20 24%
24
0
yes no

Inferences: The data presented in the above table indicates that most of 76%
respondents have purchased and 24% respondent have not purchased. I have analysis
that most of respondent have already purchased their most favorite brand.
 Most effective Advertising Media:
An attempt was made to know the most advertisement like in medias as perceive
by the respondents of Rishikesh. The information thus received is presented in
the table below:-

Adv most like in media

Description No of respondent %
TV 57 57%
Radio 0 0%
News papers 27 27%
Magazine 5 5%
Exhibitions 9 9%
Any others 2 2%

Total 100

70
60 57%
50
40
30 57 27%
20
10 27 9%
0 0%
0 5%
5 9 2%
2
rs
tv

io

rs
e

s
in

on
pe
d

he
az
ra

ti
pa

ot
bi
ag

y
ex
s

an
w
ne

Inferences: The data presented in the above table indicates that most of the 55%
respondent were advertising most like media TV ,27% news papers ,0% radio, 5%
magazine,9%exhibitions and 2% any other. I have analysis that most of respondent have
liked media TV.
Suitable Promotional Scheme:

An attempt was made to know the most suitable promotional scheme as perceive
by the respondents of Rishikesh. The information thus received is presented in
the table below:-

Suitable promotional scheme

Description No of respondent %
Lone/finance schemes 15 15%
Gift along with the product 31 31%
Price rebate offered by the company 25 25%
Extending the warranty period 14 14%
Offering the scheme of exchange with old TV 15 15%
Total 100

35
30 31%
25 25%
20
15 15% 31 14% 15%
25
10 15 15
5 14
0
lone/finance gift along price rebate extending offering the
schemes with the offered by the warranty scheme of
product the period exchange
company with old tv

Inferences: This analysis shows that 15%customers prefers lone/finance

scheme ,31% customers prefers gift along with the product scheme , 25%
customers prefers price rebate offered by the company scheme, 14% customers
extending the warranty period scheme, and 15% offering the scheme of exchange
with old TV. I have analysis that most of respondent like to gift along with the
product.
Attribute rating

An attempt was made to know the most attributes rating of product as perceive by the
respondents of Rishikesh. The information thus received is presented in the table below:

description 1 2 3 4 5 PW Rank
company name 2 6 18 21 53 417 1
price 4 6 17 18 55 414 3
design 4 9 18 20 49 401 7
sound clarity 3 6 18 19 54 415 2
picture clarity 8 6 11 21 54 407 5
no. of channel 6 10 13 20 51 400 8
plat picture tube 9 8 23 19 41 375 10
remote feature 9 10 15 18 48 386 8
ear phone 10 16 14 13 47 371 11
channel locking 4 13 19 19 45 388 9
after sales services 6 10 14 15 55 403 6
adv. Tech. 4 4 20 19 53 413 4

Inferences: The data presented in the above table indicates that most of respondent
have given 1 rank to company name,2 sound clarity, 3 price, advance technology,
5picture clarity, 6 after sales service, 7 design, 8 remote feature, 9 channel locking, 10
plat picture tube, and 11 ear phone.
Estent Of Satisfaction:

An attempt was made to know the most extant of satisfaction as perceive by

the respondents of Rishikesh. The information thus received is presented in the
table below:

Extant of satisfaction
Description No of respondent %
To a large
extent 45 45%

To some extent 40 40%

To a little
extent 3 3%
Not at all 12 12%
Total 100

50
45%
40 40%
30
20 45 40
10 12%
12
3%
3
0
to a large to some to a littile not at all
extent extent extent

Inferences: The data presented in the above table indicates that most of 45%
respondent have to large satisfied ,40% of respondent have to some extent , 3%
respondent have to little extent and 12 of respondent have not at all.
Feature most disliked

An attempt was made to know the features most dissatisfaction as perceive

by the respondents of Rishikesh. The information thus received is presented in the
table below:

Features most
dissatisfaction
Description No of respondent %
Company name 4 4%
Price of the product 11 11%
Cabinet design/ 8 8%
Sound clarity 19 19%
Picture clarity 5 5%
No. of channel's offered 19 19%
Plat picture tube 0 0%

Features of remote control 7 7%

Ear phone socket speaker system 6 6%

Channel locking system 7 7%

After sales service 8 8%
Advance technological features 6 6%
Total 100

25
20 19% 19%
15
10 11% 19 19
8% 7% 6% 7% 8% 6%
5 4% 11 8 5%
5 7 6 7 8 6
4
0 0%
0
picture calrity

after sales
plat pictre

eat phone
company

desingn/
cabinet

service
socket
name

tube
Inferences: The data presented in the above table indicates that most of 4% respondent
have dissatisfaction to company name, 11%respondent to price of product , 8%
respondent to cabinet , 19% respondent to no. of channel offered ,0% respondent to plant
picture tube, 7% respondent to feature of remote control, 6% respondent to ear phone
socket speaker system 8% respondent to after sales service and 6% respondent have
dissatisfied to advance technology features .
Intention to Dispose off Present Brand:

An attempt was made to know the most intention to dispose off as perceive
by the respondents of Rishikesh. The information thus received is presented in the
table below:

Intention to dispose off

Description No of respondent %
Yes 52 52%

No 48 48%

Total 100

53
52 52%
51
50
49
52 48%
48
47
48
46
45
yes no

Inferences: The data presented in the above table indicates that most of 52% respondent
should be not disposing off their brand but 48% respondent should be change. I have
analyses that some people want something new in your life.
Intention to purchase next Brand

An attempt was made to know the most intention to purchase next tv as

perceive by the respondents of Rishikesh. The information thus received is
presented in the table below:

Intention to purchase next

Description No of respondent %
Akai 2 2%
Bpl 3 3%
Kenwood 3 3%
Lg 7 7%
No 37 37%
Onida 15 15%
Samsung 12 12%
Sony 10 10%
Star trek 3 3%
Sansui 5 5%
Videocon 3 3%
Total 100

40
37%
35
30
25
20 37
15 15%
10 12% 10%
7% 15 12 10 5% 3%
5 7
0 2 3%
2% 3 3%
3 3%
3 5 3
on
d

ng

su k
sa id a

v i s ui
nw l
ai

st ny
no
lg
oo
ke bp

t re

oc
ak

su

so

n
on

de
ar
m
Inferences: The data presented in the above table indicates that most of 2% respondent
should be want purchase akai , 3%respondent to BPL product , 3% respondent to
Kenwood, 7% respondent to lg,37% respondent don’t purchase , 15% respondent to
onida , 12% respondent to Samsung .3% respondent to star trek, and 3% respondent
should be purchase.
 LIMITATION OF THE RESEARCH

Nothing in universe I immune from limitations. So there is always limitation

when something is to be done. Like so this investigative study also has some limitation.
There were some limitations which I faced given below. The time factors in any research
are very important.

1) The survey and research has been done in Rishikesh. There fore the results
show the brand preference of television only but due to small sample size
and short time duration, results cannot be considered as representative of
whole of the population.

2) Convenient sampling was used as the mode of conducting the research.

3) I have collected data by self d, which is confidential, so it is very difficult

for me to analysis the data.

4) It is very difficult sometime to get information from various type people of

Rishikesh.

In spite of this limitation and short coming, I had tried my best to make the study success.
 BIBLIOGRAPHY

1. Philip kotler, Marketing management, Printice Hall of India, 9th edition, 1995.

2. .Research Methodology (C.R. Kothari)

3. http://www.ciadvertising.org/studies/student/99_fall/theory/chung/theories1/intro
duction.html

4. Z:\Media.htm

5. Business World

6. Business Today
 Finding

The main finding, which I have collected by the survey, is as follows:-

1) The market growth of Samsung television is also increases while the growth of
another company market growth decreases.

2) 21’’television is more popular as compared to 14”and 20% television.

3) Today, Samsung is the most popular company between the market and people.

4) That most of the81% respondent were 18-25age, 14%respondent 26-35 ages, 5%

respondent 36-50 ages and above51 were nothing. it is also found that 81%
respondent in the sample indicated inclination toward young generation .

5) The most of the 66% respondent were involved unmarried and 24% married in
my research.

6) The most of the 34% respondents were involved female and 66% respondent male
in my research.

7) Samsung is the major possessed brand 27% , followed by LG and Philips 16% ,
Aiwa 2%,bpl 2%, onida 7%,bush 3%, akai 2%, Sony 5%, sharp2%, Weston 6%,
star trek 2%, Sansui and Videocon too find places with 3%& 7 percent
respondents respectively.
8) This analysis shows that 60% customers have collected data from advertisement,
30% friends, 10% sales agent, and 0% any other sources. It means says that
many people were influences by advertisement.
9) This analysis shows that 30% customers have need recognized from
advertisement, 10% friends, 58% family members, and 2% any other sources. It
means says that many people are influences by family members.

10) The most of the 55% respondent were influences by self, 19% friends, 9%
advertisements in various media and 17% any other . I have analyses that 55%
respondent are mostly influences by self.

11) The most of the 20% respondent have mostly purchased their television in 2000.

12) The data presented in the above table indicates I have analysis that the most of the
88% respondent did mode of purchased by cash.
13) The most of 76% respondents have purchased and 24% respondent have not
purchased. I have analysis that most of respondent have already purchased their
most favorite brand.

14) The most of the 57% respondent are like advertising by television.

15)This analysis shows that the most of the 31% customers prefers gift along
with the product scheme.

16) I have analysis that the most of 53% respondent have given 5 point to company,
55%price of product,49% design of product, 54% sound clarity of product, 54%
picture clarity of product, 51% no of channel, 41% flat picture tube, 46% remote
feature, 47% ear phone, 45% channel locking, 55% after sales service and 54%
advance technology of product.

17) The most of 4% respondent have dissatisfaction to company name, 11%

respondent to price of product , 8% respondent to cabinet , 19% respondent to no.
of channel offered ,0% respondent to plant picture tube, 7% respondent to feature
of remote control, 6% respondent to ear phone socket speaker system 8%
respondent to after sales service and 6% respondent have dissatisfied to advance
technology features . I have analysis that mostly dissatisfied by price of product.

18) The most of 52% respondent should be not disposing off their brand but 48%
respondent should be change. I have analyses that some people want something
new new in your life.

19) The maximum people should be want next purchase onida

 Questionnaire

1. (A) Name…………………………………………………………………
(B) Age Group : (i) 18 years to 25 years (ii) 26 years to 35years
(iii) 36 years to 50 years (iv) 51 years and above
 (C) Sex : Male/Female
(D) Family Size : (i) Upto 4 members (ii) 5 to 6 members
(iii) More than 6 members
(E) Marital Status : Marries/Unmarried
(F) Monthly Income : (i) Upto Rs 4000 PM (ii) Rs 4001 to Rs 5500 PM
(iii) Rs 5501 to Rs 7000 PM (iv) Rs 7000 and above PM
(G) Educational/Professional Qualification:
(i) Metric and below (ii) Undergraduate
(iii) Graduate (iv) Post Graduate and above
(H) Occupation : (i) Student (ii) Service
(iii) Business (iv) Any other

2. Amongst the given below with how many brands of color television are you
aware of?
(a) BPL (b) Videocon (c) Onida (d) Philips (e) LG
(f) Kenwood (g) Samsung (h) Sharp (i) Thomson (j) Sansui
(k) If any other please specify
3. From where did you get information about your co lour television?
(a) Advertisement (b) Friends/relatives
(c) Dealers/Sales agent (d) If any other please specify
4. Amongst the following who influenced you most in recognizing the need of colour
television?
(a) Friends (b) family members
(c) Advertisement in various media (d) If any other please specify
5. Amongst the given furthers who influenced you most in selecting your favorite brand of
colour television?
(a) Self (b) Friends/relatives
(c) Dealers /Sales agent (d) Family/children
6. To what extent advertisement of the television in various media played role in selection of
your favorite brand?
(a) To a large extend (b) To some extent
(c) To a little extent (d) Not at all
7. Which brand of colour Tv do you have?......................................................................................
8. When did you purchased your brand of Television?....................................................................
9. Size of your colour Television.
(a) 14” (b) 20”
(c) 21” (d) If any other please specify
10. What was the mode of your purchase?
(a) Cash (b) Lone/finance
(c) Gift (d) If any other please specify
11. Which is your most favorite colour television?............................................................................
12. Did you purchase your favorite brand of colour television? Yes/No

13. If no what was the prominent reason that you could not purchase your favorite brand of
colour television?
(c) High premium cost
(d) Non availability of the brand in the market
(e) Poor after sales and services
(f) If any other please specify………………………………………………
14. Advertisement of TV in which media is liked most by you...
(a) TV (b) Radio (c) News papers
(d) Magazine (e) Exhibitions (f) Any others
15. Amongst the given promotional aspects, which aspect is most liked by you in purchasing a
colour television?
(c) lone/finance Scheme
(d) Gift along with the product
(e) Price rebate offered by the company
(f) Extending the warranty period
(g) Offering the scheme of exchange with old TV
16. On a scale of 1 to 5 kindly rate the following product attributes which purchasing your brand
of colour television.
(a) Company name. 1…….. .2………3………4………5 …………

Not so Important Very Imortant

(b) Price of the product. 1………2………3………4………5…………

Not Important Very Important

(c) Cabin at design/outlook. 1……….2………3………4……….5………...
Not Important Very Imortant
(d) Sound clarity 1…........ 2………3………4………..5……….
Not Important Very Important
(e) Picture clarity 1………..2………3………4………..5………
Not Important Very Important
(f) No. of channels offered 1………..2………3………4………..5………
Not Important Very Important
(g) Flat picture tube. 1………..2………3……….4……….5…………
Not Important Very Important
(h) Features of remote control. 1………..2………3……….4……….5………..
Not Important Very Important
(i) Ear phone socket speaker system. 1………...2……...3……….4……….5……….
Not Important Very Important
(j) Channel locking system. 1………...2………3……….4………5………
Not Important Very Important
(k) After sales service. 1………...2………3……….4……….5……...
Not Important Very Important
(l) Advance technology features. 1…………2………3……….4……….5……..
Not Important Very Important
17. To what extent you are satisfied with your present brand of colour television>
(a) To a large extent (b)To some extent
(c) To a little extent (d) Not at all

18. Amongst the given product features which feature has most dissatisfied you?
(a) Company name
(b) Price of the product
(c) Cabinet design/Outlook
(d) Sound clarity
(e) Picture clarity
(f) No. of channels’
(g) Flat picture Tube
(h) Features of remote control.
(i) Ear phone socket speaker system
(j) Channel locking system
(k) After sales service
(l) Advance technological features
19. Do you intend to dispose of your present brand of television? Yes/No
20. If yes, which brand of television will you purchase next?................................................................

Conclusion
I have concluded that many people aware to many brand but they have purchased our
best brand. But today they do not satisfied therefore they will purchase new brand of
television. They do not satisfied by that’s time technology and quality. Therefore they
will buy next brand of television. At the present time maximum people wants purchased
next brand of Onida.