21-04-2011, 03:02 PM
Submitted by:
Vaibhav Jain
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PREFACE
Research work is management parlance is extremely important for a given close view of the relatives of the real life business issues. For any management student who is striving to perform outstandingly, it is of paramount importance that apart from theoretical knowledge the most also gain some practical knowledge. Survey report deals specially with providing an opportunity to management students to have some exposure in real business world. My study topic deals with analyzing the customer preferences in 21 flatiron Television.
Television regarded as one of the major achievement of modern science everywhere, in every nook and corner of the world. Television is such a powerful media that it can make or mar any person, product, idea or service. The attraction towards teh product (TV) category is so great that it compelled me to undertake the research work in this segment.
The main objective of dissertation and project i.e. familiarization with the necessary theoretical input and to gain sufficient practical expsoure to establish a distant linkage between the conceptual knowledge acquired at the institute and practicing these concepts.
The dissertation is concerned wiht the consumer behaviour & satisfaction regarding various brand of 21" flat Color T.V. a case study of Karnal. During my tensure of destination, I studied the various elements of consumer behaviour and deeply analyzed the functions.
The another objective of the survey is to analyze the brand awareness and brand preference of customers in Television segment in Yamuna Nagar.
Prior to making reference to working of the dissertation prepared the analysis, feasibility and all other aspects were taken into consideration. The dissertation shows the very aspect undertaken in context to1" flat Colour Television.
EXECUTIVE SUMMARY
Research work is management parlance is extremely important for a given close view of the relatives of the real life business issues . For any management student who is striving to perform outstandingly. It is of paramount importance that apart from theoretical knowledge he must also gain some practical knowledge. Survey report deals specially with providing an opportunity to management students to have some exposure in real business world. My study topic deals with Consumer Behavior and Consumer Satisfaction regarding 21" Flat Colour Television.
Television regarded as one of the major achievement of modern science in everywhere in every nook and corner of the world. Television is such a powerful media that it can make or mar any person, product, idea or service. The attraction towards the product (TV) category is so great that compelled me undertake the research work in this segment.
The primary objective of the survey is to analyze the consumer behavior and consumer satisfaction in Television segment in karnal .
INTRODUCTION OF TV INDUSTRIES
Television as you know is one of the biggest sources of entertainment especially in India. Where the income level of consumer is low.
India because of its huge population are burgeoning middle class of an opportunity to the TV manufacturers to sell their products, but recently many TV companies have suffered disappointment because there are so many consume durable, which are fighting for moderate disposable income of the middle class. So, in order to sell their products (TV etc.) the companies have to do a lot of efforts. In other words, they have to adopt various promotional strategies in order to attract the customers.
Consume Electronic or White goods Industries (mainly TV market)
The consumer electronic or white good industries are redeveloping in India and development of such industries is making the companies to initiate some efforts for promoting the sale of their products. The main reasons can be summed up as under:
• Increase of high disposable incomes.
• Increase of transmission facilities.
• Increasing demand of rural market.
• Increasing income of middle class couple.
The Govt. liberalization policy for the free trade, less excise and custom duties are attracting more of foreign giants like Akai, Samsung, LG. Thomson, Panasonic, Daewoo, and Sony etc.
• Many easy interest rates with long-term payable financial schemes.
• Rapid increase in population also affects the growth of white industries.
• More attractive and discount offer by Indian and foreign companies mainly in festive time, helps in the growth of the television market.
INTRODUCTION OF TV INDUSTRIES
Television in India has been in existence for three decades. For the first 17 years, it spread haltingly and transmission was mainly in black and white. The thinkers and policy makers of the country, which had just been liberated from centuries of colonial rule, frowned upon television, looking on at it as a luxury Indians could do without. In 1955 a Cabinet decision was taken disallowing any foreign investments in print media, which has since been followed religiously for nearly 45 years. Sales of TV sets, as reflected by licenses issued to buyers were just 676,615 until 1977.
Television has come to the forefront only in the past 15 years and more so in the past seven. There have been two ignition points: the first in the eighties when State-owned broadcaster Doordarshan (DD) introduced color TV during the 1982 Asian Games. It then proceeded to install transmitters nationwide rapidly for terrestrial broadcasting. In this period no private enterprise was allowed to set up TV stations or to transmit TV signals.
The second spark came in the early nineties with the broad cast of satellite TV by foreign programmers like CNN followed by Star TV and a little later by domestic channels such as Zee TV and Sun TV into Indian homes. Prior to this, Indian viewers had to make do with DD's chosen fare, which was dull, non-commercial in nature, directed towards only education and socio-economic deve3lopment. Entertainment programs were few and far between. And when the solitary few serials like Hum Log (1984), and mythological dramas: Ramayana ((1987-88) Mahabharat (988-89) were televised, millions of viewers stayed glued to their sets.
When, urban Indians learnt that it was possible to watch the Gulf War on television, they rushed out and bought dishes for their homes. Others turned entrepreneurs and started offering the signal to their neighbours by flinging cable over treetops and varandahs. From the large metros satellite TV delivered via cable moved into smaller towns, spurring the purchase of TV sets and even the upgradation from black and white to colour TVs.
DD responded to this satellite TV invasion by launching an entertainment and commercially driven channel and introduced entertainment programming on its terrestrial network. This again fuelled the purchase of sets in the hinterlands where cable TV was not available.
The initial success of the channels had a snowball effect: more foreign programmers and Indian entrepreneurs flagged off their own versions. From two channels prior to 1991, Indian viewers were exposed to more than 50 channels by 1996. Software producers emerged to cater to the programming boom almost overnight. Some talent came from the film industry, some from advertising and some from journalism.
More and more people set up networks until there was a time DD responded to this satellite TV invasion by launching an entertainment and commercial driven channel and introduced entertainment programming on its terrestrial network. This again fuelled the purchase of sets in the hinterlands where cable TV was not available. From two channels prior to 1991, Indian viewers were exposed to more than 50 channels by 1996.
The 1990's time period:
The production of TV sets plummeted to 4 millions units in 1991 due to higher taxes and devaluation. The revival began in 1993 when import duties where slashed on TV components and Sales Tax and excise duties were reduced. This combined with rise in purchasing power in urban and rural areas, strong replacement demand and market improvement in TV software provided a fillip to the industry. The exchange offer and replacement schemes were earlier handled by traders in small way the took on every attractive hue with manufacturers like AKAI promoting these in you big way. There have been other reasons too. The proliferation of satellite channels have also acted as an incentive explains K.S. raman president of CETMA (Consume Electronics and TV Manufacturers Association), the association of consumer electronic manufacturers: "These schemes were helped along by the proliferation of satellite channels which made even a two year only TV out dated as it did not have the S and HY bands to tune in to all the channels offered by the cable networks. The replacement schemes were also saved the consumer the trouble of finding a buyer. For his old TV set for a decent price. This led to you proponent of purchase mainly this all activities done though dealers. "The demand has improved since then to touch 7.9 million units 1996-97. The period saw entry of MNC's which has altered the equations in one industry.
BPL, VIDEOCON, SONY, SAMSUNG, LG in the industry have dominated the scene in an oligopoly - the market in this manner is raerely seen in any other sector of Indian industry. But now whose market seems to be ablaze with aggressive marketing maneuvers by MNC hoarding, TV, spats, ads, etc.
