On

A MARKET STUDY
OF

Project Guide: Submitted By:

Mrs. JASMINAL KAUR ABHISHEK RANJAN
Lect. Of Mgt. Dept.

(Approved by AICTE, Ministry of Human Resource Department, Govt of India)

(Affiliated to Punjab Technology University, Jalandhar)

ACKNOWLEDGEMENT

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This work has been a result of valuable guidance and supervision of Mrs.
Jasmeenal Kaur, an ideal teacher and a true guide. I don’t have the words to
express the deep-felt gratitude, which I owe him. He rendered invaluable
help and guidance to me during my project and remained a continuous
source of information and motivation for me. He deserves my special thanks
for his most constructive suggestions and healthy criticism throughout my
MBA. I feel enriched by his invaluable guidance.

Finally, whatever I am is all due to my parents who have always been a

constant source of guidance, inspiration, and optimism for me. I would also
like to thank my friends for their support and encouragement throughout my
project report. With so much able guidance, it is difficult to offer any excuse
for the shortcomings that might follow. However, the faults solely are my
responsibility.

ABHISHEK RANJAN

TABLE OF CONTENTS
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 S.NO. CONTENTS PAGE NO.

1. INTRODUCTION OF TELEVISION 6-18

2. RESEARCH METHODOLGY 19-21

3. LITERATURE REVIEW 22-28

4. OBJECTIVES 29

5. SCOPE OF THE STUDY 30

6. DATA ANLYSIS AND INTERPRETATION 31-47

7. FINDINGS 48-51
8. LIMITATIONS 52
9. RECOMMENDATIONS 53
10. CONCULSION 54-57
11. BIBLOGRAFHY 58
12. ANNEXURE 59-63

1. INTRODUCTION
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Two movies a week at the theatre, getting together with friends and relatives,
playing cards, listening to the radio and may be reading were the only
available outlets for the consumer to pass their time before the
introduction of television.
By the late 70’s consumer demands were becoming strident aspirations and
expectations began out growing available options The culmination of this
was in 1982(when the colour television was introduced and the network was
partially expended) and 1984 (with the one transmitter a day expansion)
However these changes perhaps were more the results of political
considerations rather than meeting the consumer demand for change.
The magazine boom of the mid 70’s had limited impact as it was
catering to more or less the homogeneous group of people dictated by
language, style, and content. However, for the first time in country, TV a
single medium was reaching out nationally. Radio while the forerunner did
not have the same impact.
The advantage of TV since 1984 was that it could be received
throughout the country. It therefore operated as a catalyst in defining social
moves of the times. Being a truly mass medium it drew viewership from all
striates of the society. Each individual picked what he or she wanted from
the medium.
The advent of satellite and cable TV has now totally changed the
situation. With satellite, programmers are beamed to many countries at the
same time. Operating in protected economy Indian advertisers has a no
market outside the borders of India. But consumers have no such restrictions.
They are happier to adopt the latest entertainment media.

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 Consumers now demand quality as never before. The best available
internationally is preferred to Indian as economy liberalizes. An even more
suitable change is imminent. Consumers have begun to think international
and over time behave international.
Consumers and technology are marching hand in hand today. IT is
thus incumbent upon the marketers, manufacturers, advertisers, and agencies
to understand this new consumer and keep pace or face the alternative of
being left behind. To establish their standing in the market they have to be
constantly on the search for customers and have to find out what consumer
buy , how much can they pay and what is being made available to them by
the competitors not only in India but internationally too.

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1.1 COLOR TELEVISION INDUSTRY

Television has recorded a phenomenal growth in India. It has become an

accepted part of our daily life in very short span. Television is affecting
customers, domestic routines, educational techniques and entertainment
pattern. In the recent past television, was luxury item meant for rich people
only but now a day, it is considered as necessity by most of the people?
However, the role of audiovisual media of communication for a country like
India with large population, high illiteracy and vast area assumes critical
importance and television can be regarded as harbinger of social, economic,
and cultural development. Television combines in it all the benefit of the
radio, newspaper and cinema and therefore it is the most popular media for
education, information and entertainment. Before understanding any market
adventure, it is important to understand the industry. Therefore, it is useful to
study background of TV industry of India briefly.
The first demonstration of actual television was made in 1925-27 by
J.Lbaird and C.F Jenkins. The Black and White TV broadcast was
introduced in UK in 1937. A color sequential system developed by Columbia
Broadcasting service was adopted in U.S.A. in 1950 for coloured T.V.
transmission. After a great deal of internal debate, the government of India
decided to introduce television in the year 1959. Commercial production of
T.V. sets was started in 1970. Later on doordarshan stations was set up in
Bombay (1972), Amritsar (1973), Srinagar (1973), Calcutta (1975), Madras
(1975) and Lucknow (1975).

1.2 HISTORICAL DEVELOPMENT IN INDIA

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The 80’s

The 80’s saw the industry growing at a fast rate of 30% per annum. The
years following the 1982 Asian games saw an exponential rise in growth,
which coincided with the setting up of Doordarshan Kendra in many parts of
the country. Moreover, the government adopted a policy of encouraging the
sector, which saw the birth of many TV companies namely Weston, Dyanora
and Televista. Even state government owned companies like Uptron, Keltron
and Meltron came up. By 1989, there were over 200 TV companies with
sales of 5.2mn sets.

The 90’s

The early years of the 90’s decade saw TV sales falling to 4mn units due to a
high tax regime. However, with the onset of the liberalization era, the year
1993 saw a reversal in fortunes for the industry with both import duties and
excise duties being slashed. Accompanying it was a rise in the general
purchasing power of the populace, a greater variety in TV software (with the
coming in of foreign satellite channels) and a strong rise in replacement
demand. Sales touched almost 9mn units in 1998. This period also saw the
entry of MNC’s.

The years 1998 and 1999 have seen events like, the large pay-out to the
government staff through the implementation of the 5th Pay Commission,
World Cup 1999 and the success of the rabi crop. These events have changed
the face of the CTV industry, which realized a growth of 29-30% for the last
two years. In fact, for LG, (official sponsor of the World Cup 1999) this was
the most successful brand building exercise, as the company saw a 95%
growth in 1999.

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1.3 THE PRESENT SCENARIO

CTV market has grown by around 30% to 5mn units (inclusive of sales
during World Cup in) FY2000. After an accelerated performance in the last
two years, The Rs75bn the industry has seen a slow growth of just 10% in
this year (January-April2000).

While some players have seen a steady decline in sales, a few others have
performed exceptionally well. Brands like Philips, Sony, Aiwa have seen
their market shares dipping continuously, while the Korean multinationals,
LG and Samsung, are on a rampage, having shown a commendable
performance, contrary to the overall CTV industry performance. BPL has
held its leadership in FY2000 by sacrificing margins with a 20.3% market
share, despite the onslaught of multinationals. BPL volume sales increased
by 35% to 1.18mn units for FY2000 whereas net sales increased by 4% only.
The company showed a jump in CTV exports by 148%. However, the
company did not perform well in the 1QFY2001 with its sales dipping by
25% to Rs. 3,720.5mn. Most of the players are slashing prices and taking a
re-look at their schemes. Prices are down by more than 20% and industry
majors predict a sharper fall by 8% in the next two years. However,
reduction in prices is not a viable option in the long run, and will definitely
affect the profit margins. Contrary to this, LG has priced its products 10%
higher than the market price and still managed to be the largest brand in
consumer electronics and white goods for April 2000 by achieving sales of
Rs1.95bn

1.4 LIST OF COMPANIES IN CTV INDUSTRY

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S.No. BRAND MKT PUNCH LINES
SHARE
1. SAMSUNG 17% “Digital”
2. VIDEOCON 12.4% “Bring home the leader”
3. LG 14.5% “Digital LG”
4. SONY 18.1% “Flatter than the flattest flat”
5. AIWA 8% “Intelligence Embedded”
6. ONIDA 7% “Neighbors Envy Owners Pride”
7. BPL 5% “Believe in the Best”
8. PHILIPS 7% “Lets Make things better”
9. SANSUI 5% “Better than the best”
10. OTHERS 13.0% ……………

1.5 CONSUMER BEHAVIOR

The aim of marketing is to meet and satisfy target customers’ needs and
wants. The field of consumer behavior studies how individuals, groups, and
organizations select, buy, use, and dispose of goods, services, ideas, or
experiences to satisfy their needs and desires. The consumer buyer behavior

9
is the buying behavior of final consumer–individuals and households who
buys goods and services for personal consumption.
Understanding consumer behavior and “knowing customers” are
never simple. Customers may state their needs and wants but act otherwise.
They may not be in touch with their deeper motivations. They may respond
to influences that change their mind at the last minute. Nevertheless,
marketers must study their target customers’ wants, perceptions, preferences,
and shopping and buying behavior:
Studying consumers provides clues for developing new products, product
features, prices, channels, messages, and other marketing-mix elements.

A Model of Consumer Behavior

At one time, marketers could understand consumers through the daily
experience of selling to them. But the growth of companies and markets has
removed many marketing managers from direct contact with customers.
Increasingly, managers have had to rely on the 7 O’s framework for
consumer research to answer the following key questions about any market:

Who constitutes the market? Occupants

What does the market buy? Objects
Why does the market buy? Objectives
Who participates in the buying? Organizations

How does the market buy? Operations

When does the market buy? Occasions
Where does the market buy? Outlets
The starting point for understanding buyer behavior is stimulus-response
model shown below. Marketing and environmental stimuli enter the buyer’s
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consciousness. The buyer’s characteristics and decision process lead to
certain purchase decisions. The Marketer’s task is to understand what
happens in the buyer’s consciousness between the arrival of outside stimuli
and the buyer’s purchase decisions. They must answer two questions:

• How do the buyer’s characteristics-cultural, social, personal, and

Psychological-influence buying behavior?
• How does the buyer make purchasing decisions?

Marketing Other stimuli Buyer’s Buyer’s decisionBuyer’s

Stimuli characteristics process decision
Product Economic Cultural Problem Product choice
Price Technological Social Recognition Brand choice
Place Political Personal Information search Dealer choice
Promotion Cultural Psychological Evaluation Purchase
Decision Timing
Post Purchase Purchase
Behavior amount

THE BUYER DECISION PROCESS

The buyer decision process consist of Five Stages-: Need recognition,
information search, evaluation of alternatives, purchase decision, and post
purchase behavior. Clearly, the buying process starts long before actual
purchase and continues long after. Marketer need to focus on the entire
buying process rather than on just the purchase decision.

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1. NEED RECOGNITION- The first stage of the buyer decision

process in which the consumer recognizes a problem or need.

2. INFORMATION SEARCH- The stage of the buyer decision process

in which the consumer is aroused to search for more information; the

consumer may simply have heightened attention or may go into active
information search.
3. EVALUATION OF ALTERNATIVES - The stage of the buyer

decision process in which the consumer uses information to evaluate

alternative brands in the choice set.
4. PURCHASE DECISION- The stage of the buyer decision process in

which the consumer actually buys the product.

5. POST PURCHASE BEHAVIOUR-The stage of the buyer decision

process in which the consumer take further action after purchase based
their satisfaction or dissatisfaction.

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1.6 MARKETING MIX

Marketing mix can be defined as the set of controllable tactical marketing

tools – product, price, place, promotion-that the firm may blend to produce
the response it wants in the target market.

PRODUCT-Product means the goods and services combination the

company offers to the target market. In case of color television, it includes
variety, quality, design feature, brand name, packaging, services that are
offered along with the television.

PRICE- It is the amount of money the customers have to pay to obtain the
product (CTV). It includes list price, discount, allowances, payment period,
and credit terms.

PLACE- It includes company activities that make the product available to

target consumers. Channels, coverage, assortments, locations, inventory,
transportation, logistics becomes the part of place

PROMOTION- Promotion means activities that communicate the merits of

the product and persuade target consumer to buy it. Various promotional
activities are advertising, personal selling, sales promotion, public relations.

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1.7 FACTORS AFFECTING CONSUMER BEHAVIOR

Consumer purchases are influenced strongly by cultural, social, personal,

and psychological characteristics. For most marketer cannot control such

factors, but they must take them into account.

(a) CULTURAL FACTORS

Cultural factors exert the broadest and deepest influence on the

consumer behavior the marketer needs to understand the role played by

the buyer’s culture, subculture, and social class.

(i) Culture- the set of basic values, perception, wants and behavior

learned by the member of the society from family and other important

institutions.

(ii) Subculture- a group of people with shared values system based

on common life experiences and situations.

(iii) Social class- relatively permanent and division in a society

house members share a similar values, interests, and behavior.

(b) SOCIAL FACTORS

A consumer’s behavior is influenced by social factors, such as the

consumer’s small group, family and social roles and status

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 (i) Group- Two or more people who interact to accomplish individual or

mutual goals.

(ii) Family- The family members (husband, wife, and children) can

Strongly influence buyer behavior

(iii) Role and Status- Role consist of the activities people are expected to

perform according to the persons around them. Statuses reflect the general

esteem given to it by the society. People often

Choose the products that show their status in the society.

(c) PERSONAL FACTOR

A buyer decision also are influenced by personal characteristics

such as the buyer’s age life style, and life cycle stage, occupation ,economic

situation , lifestyle , and personality and self concept.

(i) Age and Life cycle stage- People change the goods and services they

buy over their lifetime. Tastes of the people undergo change with their age.

Family life cycle- the stages through which families might pass as

they mature over time.

(ii) Occupation – A person’s occupation also affect the goods and

services they bought

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(iii) Life Style- A person’s pattern of living as expressed in his/her

activities, interest, and opinion.

(iv) Personality-A person’s distinguishing psychological characteristics

that lead to relatively consistent and lasting responses to his or her

own environment.

(d) PSYCHOLOGICAL FACTORS

A person’s buying choices are influenced by four major

psychological factors: motivation, perception, learning, and beliefs and

attitudes.

(i) Motivation- A need that is sufficiently pressing to direct the person to

seek satisfaction of the need.

(ii) Perception- The process by which people select, organize, and

interpret information to form a meaningful picture of the world.

(iii) Learning- Changes in the individual’s behavior arising from

experience.

(iv) Beliefs and Attitude- Belief is a descriptive thought a person hold

about something.

Attitude is a person’s consistently favorable or unfavorable

evaluation, feelings, and tendencies towards an object or idea.

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2. RESEARCH METHODOLOGY

Research methodology deals with the method of study i.e. how the study will be
carried out and what techniques will be used. It is the careful investigation and
enquiry in a systematic manner in order to find solution to find problems in
research. it consists of defining and redefining the problems, formulating the
hypothesis or suggestions solutions ,collecting data and evaluating the data and
at last carefully testing the conclusions to determine whether they fit he
formulated hypothesis or not.

2.1 RESEARCH DESIGN: research design states the conceptual structure

within which research is to be conducted. A research design is the arrangement
of conditions for collections and analysis of data in a manner that aims of data in
manner that aims to combine relevant the research purpose with economy in
procedure. The different research designs available are:
• Exploratory research: it generally emphasis on discovery of ideas and
insights. It’s more qualitative rather than quantitative.
• Descriptive research: it is concerned with determining the frequency with
which something occurs or extent relationship between two variables. This
study will be having an exploratory research, which is based on discovery
of ideas and insights.

2.2 SAMPLING PLAN:-

Universe: the universe consists of consumer buying behavior towards
color television”.

Sample size: this refers to the number of respondents to be selected from the
universe to constitute a sample. A large sample gives more reliable results than
the small samples. Therefore, the sample size of 100 respondents was taken into
consideration in case of research work.

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Sampling unit: sampling unit implies that who are the respondents.
Sampling technique: the technique used for my study is convenient sampling
that consists of questionnaire, which are given to respondents.

2.3 METHODS OF DATA COLLECTION:

PRIMARY DATA:
Primary data is that data, which is collected for the first, time and thus happens to
be original in character. In the study, primary data will be collected from direct
source of information like customers with the help of questionnaire survey and
personal interview.
SECONDARY DATA:
Secondary data are those, which have already been collected by someone. For
this study there will be following secondary data.
 Websites
 Magazines
 Articles And Newspapers
 Books

2.4 TOOLS OF ANALYSIS:

 Diagrams And Tables: Various graphs and tables will be used to
describe the performance of different credit cards and debit cards
 Questionnaire: The second tool used for study is questionnaire.

Various questions regarding the consumer buying behavior

towards color television”

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 NEED OF THE STUDY

This study will help the dealers to know that which factors
influence the consumers most and at the same time, which source
of information, influence their buying decision. This research can
be useful as source of information for similar projects. My study
will help the customers to know which brand of CTV to select, as
there are number of brands, which are available in the market.

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3. LITERATURE REVIEW

Literature review

Wansink and Ray (1992)

Studies have shown that response to advertising depends on a myriad of
factors. Some of the factors that may affect the advertising response include
nature and strength of competing advertising, the environment in which
measurement takes place, and what one chooses to measure (Stewart 1988).

Various studies have demonstrated the effects of consumer behavior on

certain performance measures such as attitude shifts and purchase intentions
(Axelrod 1963; Zajonc 1980, 1982; Wells 1985; Wansink and Ray 1992; and
Dube, Chattopadhyay & Letarte 1996). Though attitude shift may be a
necessary condition in the final purchase of a product, by itself, it may not
thoroughly explain the variations in purchase by consumers. Similarly,
purchase intentions may not always translate into purchase. Wansink and
Ray (1992) in their attempt to study advertising impact found that the
purchase intention measures are less appropriate when advertising
campaigns are developed to encourage consumption. Dung (1987) attempted
to examine the implications of a firm's advertising decisions under
conditions of random sales. The analysis suggests that the effect of risk-
taking attitudes and that of the random sales response function on the firm's
advertising budget are difficult to assess. Wansink and Ray (1992) used a
"schema congruity framework" that focused on how advertising can best
encourage consumers to use a mature brand in a new situation. Their study

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suggests that situation comparison ads favorably affect usage attitudes but
have no advantage over product comparison ads in enhancing a person's
ability to recall the target brand in the target situation.
There are many divergent opinions within the industry regarding the
advertising process. Jones and Blair (1996) in their research of the effects of
advertising determined that increased advertising alone does not improve
results and copy testing alone cannot predict advertising effects on sales. On
the other hand, using BEHAVIORSCAN test results, Abraham and Lodish
(1990) found that 49% of the electronically controlled tests of increased
advertising weight resulted in statistically significant sales increase at the
80% level. Lodish and colleagues (1995) in a seminal study of split cable TV
advertising experiments found that, while many of the variables investigated
did not differentiate across the different advertising treatments with regard to
sales effect, a few others were effective in doing so. Using the same
methodology and applying it to the snack food industry advertising, Riskey
(1997) was able to replicate the earlier findings of Lodish and his colleagues.
Grunert (1996) in his study of strategic processes in advertising, found that
variables such as a consumer's personal relevance lead to less stable effects
of advertising on evaluation and attitude, whereas, familiarity leads to more
stable effects.

Gerard J. Tellis, Rajesh K. Chandy, and Pattana Thaivanich, 1999

Firms spend billions of dollars each year on media advertising effect on
consumer behaviour, often without real knowledge of its effects. Most past
research has examined only advertising's aggregate effects on sales or market
share, concluding that advertising does affect sales, though its effect is
fragile and difficult to estimate. However, with increasing pressure to show
tangible performance outcomes, managers need to know more specifically
21
which creative works, in which medium or vehicle, and—for broadcast
media—at what time of the day and for how long. Very few studies have
addressed these issues, and no study has researched the effects of advertising
by these factors simultaneously.
In this study, authors Tellis, Chandy, and Thaivanich propose a model to
address these questions in the context of direct advertising. They examine
the effects of TV advertising for a toll-free referral service in five markets,
and determine which effects are due to vehicle, which to creative, and which
to the time of day the ad aired. A unique feature of their study is that it
focuses on responses to TV advertising very close to the time the ad occurs:
at the hourly level. Analysis of their data shows that:
• The effects of advertising on consumer referrals mostly dissipate
within eight hours.
• Response to daytime advertising is highest in the hour in which the ad
is aired, and dissipates rapidly over the next few hours. Response to early
morning advertising is less immediate; it generally peaks about four hours
after the ad is aired, and dissipates rapidly afterward.
• Consumer behavior towards on CTV effects differ substantially by
station and creative. Many stations and creative’s are ineffective in
generating referrals.
• Even when advertising is effective in generating referrals, it may not
be profitable.
In addition to these findings, the model gives managers an analytical
framework to estimate the role of advertising in promoting a service, and to
evaluate its profitability precisely. In particular, the model highlights
creative has and stations that are highly effective versus those that are
ineffective. Further, the analysis shows the level of profitability of the

22
alternate creative’s and stations, and clearly indicates the direction managers
should take.
For researchers the results underscore the value of disaggregate data,
especially to determine the effects of creative, station, and time of the day.
Moreover, the traditional focus on estimating general advertising
effectiveness may no longer be justified, given the availability of data on
these specific issues and technologies to analyze them.
One limitation of this model is that it was developed in the context of direct
advertising. However, direct-response advertising is growing in importance,
especially with the growth of the Internet. Moreover, even traditional
advertising can be evaluated using this model, if sales can be monitored at
the hourly level through scanner data. With hourly data, these results may
generalize to other products and services.
Gerard J. Tellis is the Neely Professor of Marketing at the Marshall School
of Business, University of Southern California. Rajesh K. Chandy is
Assistant Professor of Marketing, University of Houston. Pattana
Thaivanichs is Senior Statistician with Rapp Collins Worldwide/Dallas
Julie A. Edell and Kevin Lane Keller, 1999
Increasingly, marketers are coordinating their advertising campaigns across
television, and print media seeking to maximize the effectiveness of their
marketing communications budgets and to capitalize on the unique
characteristics of each modality. Until now, little research has examined the
effectiveness of such coordination.
In this study, authors Edell and Keller examine the effects of a coordinated
TV campaign on consumers' comprehension and evaluation of advertising.
In a laboratory experiment involving different combinations of print and TV
ads, they found that: A coordinated television strategy led to greater

23
processing and improved memory performance than either television or print
media alone.
The nature of that processing depended on the exposure order. Print
reinforcement strategies, in which the print ad was seen after the TV ad, led
to greater processing of the print ad, primarily in evaluation of ad-related
information. Print teaser strategies, in which the print ad was seen before the
TV ad, led to greater processing of the TV ad, primarily in comprehension of
ad-related information.
The study findings suggest that a print reinforcement strategy that explicitly
links a print ad to an already-seen television ad can improve the prospects of
that print ad being read, by increasing consumer purchasing behavior,
motivation, ability, and opportunity to process the print ad. Similarly, a print
teaser strategy that includes key visual elements of a subsequently viewed
television ad can enhance processing of the TV ad. Both combinations (TV-
print and print-TV) improve campaign effectiveness over a campaign using a
single medium which have great impact on the buying behavior of consumer.
A print reinforcement strategy could be particularly attractive to marketers,
given the rising expense, tremendous clutter, and questionable effectiveness
of network television advertising. For example, one potentially effective
integrated media strategy would be to create an attention-getting TV ad that
consumers like and use a visual from that ad in a subsequent print ad that
provides additional product or service information. Thus, the limited amount
of information that can be conveyed in a TV ad would be complemented by
the print ad's elaboration, and the limited attention-getting nature of a print
ad would be complemented by the interest aroused by the TV ad. By "mixing
and matching" communications in such a fashion, marketers can create
desired consumer brand knowledge.

24
Julie A. Edell is Associate Professor, Fuqua School of Business, Duke
University. Kevin Lane Keller is E. B. Osborn Professor of Marketing,
Amos Tuck School of Business, Dartmouth College.
Lefa Teng, Michel Laroche, Huihuang Zhu (2007)
The purpose of this research is to show how the dual mediation model has
been used to explain consumer responses toward an ad and a brand. This
study attempts to incorporate ad affect and competition into the framework
and examine the effects of advertising on consumers' attitudes and purchase
intentions in multiple-ad and multiple-brand environments.
The findings revealed that the higher level of affective responses to a focal
ad significantly leads to a higher evaluation of that ad. Our findings also
indicated that information about a competing ad and brand is processed
comparatively and that evaluations of the competing ad and brand negatively
influence evaluations of a focal ad and brand.
The attitude toward advertising construct has been given much research
attention through the years (for an excellent review, see O'Donohoe 1995).
Most of the work has examined the underlying dimensions of attitude toward
advertising. Bauer and Greyser (1968), for example, explored the social and
economic effects of advertising. The Pollay and Mittal (1993) model
includes seven dimensions of attitude toward advertising. At the micro level,
those researchers suggest three personal dimensions (product information,
social role, and hedonism). At the macro level, they propose four general
dimensions representing the societal effects of advertising (economic,
materialism, values, and falsity of information).
Public attitudes toward advertising have been of interest to advertising
researchers for years. From a public policy perspective, concerns have been
voiced that criticisms of advertising (i.e., it presents false and misleading
information, it promotes undesirable values, it persuades people to buy
25
things they do not need, etc.) may undermine its effectiveness or even lead to
pleas for greater regulation (Cal fee and Ring old 1988; Pollay and Mittal
1993).
Advertising researchers have been more interested in the impact of overall
attitudes toward advertising on consumer behavior variables. Studies have
suggested, for example, that consumers' attitudes toward individual
advertisements are influenced by their attitudes toward advertising in general
(Bauer and Greyser 1968; Lutz 1985). People with more favorable feelings
about advertising in general found specific advertisements more acceptable,
informative, and enjoyable (Bartos and Dunn 1974; Bauer and Greyser 1968;
Lutz 1985).
Advertising researchers have also investigated the effect of overall attitudes
toward advertising on the degree of involvement in advertisements. James
and Kover's (1992) research suggests that consumers' overall positive
attitude toward all advertising is related positively to involvement with
specific advertisements. Further, those authors state that overall attitudes are
likely to affect other aspects of advertising communications as well.
Research tends to suggest that attitudes toward advertising are only
moderately related to respondents' age, gender, income, and education. The
failure of demographic variables to account for much variance in attitudes is
consistent with Durand and Lambert's (1985) finding that criticisms of
advertising were explained more by a sense of consumer and political
alienation than by demographic characteristics. The more alienated the
customers felt, the more they criticized advertising. Though many of the
studies on attitude toward advertising investigated demographic variables,
few, if any, assessed the influence of socialization variables on attitude
toward CTV.

26
4. OBJECTIVES OF THE STUDY

The buying behavior of the consumer with regard to CTV is

influenced by number of external and internal factors and this
study attempts to know about the consumer buying behavior and at
the same time what factors do the consumers have in their mind
before they make up their mind to purchase a CTV so the main aim
of my study was:-
1. To determine factors that influences the buying behavior of
consumer
2. To find out reasons and analysis for the most preferred
brand.
3. To determine the most preferred features that the consumers
look for while the selection of any brand.
4. To have an idea about the future purchase plan of the
consumers.
5. To determine the level of satisfaction with regard to services
provided by the retailers and brand already owned by the
consumer.

27
5. SCOPE OF THE STUDY

The aim of marketing is to meet and satisfy target customers’ needs and
wants. The field of consumer behavior studies how individuals, groups, and
organizations select, buy, use, and dispose of goods, services, ideas, or
experiences to satisfy their needs and desires. The consumer buyer behavior
is the buying behavior of final consumer–individuals and households who
buys goods and services for personal consumption.
Understanding consumer behavior and “knowing customers” are never
simple. Customers may state their needs and wants but act otherwise. They
may not be in touch with their deeper motivations. They may respond to
influences that change their mind at the last minute. Nevertheless, marketers
must study their target customers’ wants, perceptions, preferences, and
shopping and buying behavior.

28
 6. DATA ANALYSIS AND INTERPRETATION

Q1. DO YOU HAVE A COLOUR TELEVISION?

Yes 90%

No 10%

10%

Yes
No

90%

INTERPRETATION:-

• 90% of the respondents said that they have a colour television

• 10% of the respondents said that they have not a colour television

29
Q2. WHICH BRAND OF COLOR TV HAVE YOU OWNED?

Brand owned No of respondents (%)

Sony 40
Samsung 25
LG 20
Videocon 5
Others 10

No of respondents(%)

50 40
40
30 25 No of
20
20 10 respondents(%)
5
10
0
Samsung

Videocon

Others
Sony

LG

INTERPRETATION:-

The survey revealed that brand owned by the maximum number of respondent is Sony
while Samsung occupies second position, LG holds third position, fourth position is hold
by Videocon and then others.

30
Q3. ARE YOU SATISFIED WITH THE BRAND OWNED?

Yes 75

No 25

80%
70%
60%
50%
40% Series1
30%
20%
10%
0%
YES NO

INTERPRETATION: -

Out of 100 respondent 75% satisfy with owned brand

And 25% were not satisfy

31
Q3 (A). IF YES, WHAT ARE THE REASONS BEHIND THAT?

Reason for satisfaction No. of respondents

Good performance 13
Good picture 27
After sale service 10
Good looks 15
Any Other 10

27
30
25
20 13 15
15 10 10
10
5
0
after sale

Any Other
performance

Good looks
Good picture

service
Good

INTERPRETATION:-

13% of the respondents said that the reason for the satisfaction is good performance

27% of the respondents said that the reason for the satisfaction is good picture

15% of respondents said that the reason for the satisfaction is good looks

32
Q3 (B). IF NO, WHAT ARE THE REASONS BEHIND THAT?

Reasons for dissatisfaction No. of respondents

Poor performance 4

Bad picture quality 10

Poor after sale service 6

Ordinary Looks 5

No. of respondents

12 10
10
8 6
6 5
4
4
2
0
Poor performance Bad picture quality Poor after sale Ordinary Looks
service

INTERPRETATION:-

4% of the respondents said that the reason for the dissatisfaction is poor performance

10% of the respondents said that the reason for the dissatisfaction is bad picture quality

5% of respondents said that the reason for the dissatisfaction is ordinary looks

33
Q4.WHAT ARE THE DIFFERENT FACTORS YOU CONSIDER
WHILE PURCHASING A COLOR TV?

Attributes No. of Respondents

Low Price 40
High Quality 25
Easy Availability 15
Attractiveness 9
Any other 11

45
40
35
Column 4
30
25 Column 3
20 40 Column 2
15
25 No. of Respondents
10
15
5 9 11
0
Low Price Easy Any other
Availability

INTERPRETATION:-

40% of the respondents said that the low price is the factor, which they consider while taking a
purchase discount

9% of the respondents said that the is attractiveness the factor which they consider while
taking a purchase discount

34
Q5. WHAT TYPE OF PROMOTION SCHEMES MORE ATTRACTS
YOU?

Scheme Type No. of respondents

Discount offer 53

Exchange offer 27

Free gift 20

‘
No. of respondents

60 53
50
40 27 No. of
30 20
respondents
20
10
0
Discount Exchange Free gift
offer offer

INTERPRETATION:-
Survey has revealed that out of 100 respondents 53 i.e. 53%have responded that discount
offers attract them most.
While 27%and 20%have responded that exchange offer and free gift attract them most.

35
Q6. WHICH OF THE FACTOR HELPED YOU WHILE DECIDING
ABOUT THE PURCHASE OF COLOR TV?

Decision makers No. of respondent

Spouse 40
Children 30
Friends 23
Others 7

No. of respondent

50% 40%
40% 30%
30% 23%
No. of respondent
20%
7%
10%
0%
n

s
e

s
re

nd
us

er
ild

th
ie
po

O
h

Fr
S

INTERPRETATION:-

The above table shown that majority of the respondents taken a help of their family
members while deciding a purchase decision

36
Q7. WHICH IS THE BEST COLOR TV (CUSTOMER VIEW)?

Size of TV No of Respondent (%)

14-20” 38

21” 52

25-29” 8

34” 2

No of respondent(%)

60 52
50
38
40
No of
30
respondent(%)
20
8
10 2
0
14-20” 21” 25-29” 34”

INTERPRETATION:-

The respondents were asked that which is the best CTV based on size of the TV. 21”
CTV was found to be the most preferred as 52% of the respondents were in its favor. 38%
of the respondent preferred 14 to 20” CTV, 8% preferred 25 to 29” CTV and 2%
preferred 34” CTV.

37
Q8. REASONS FOR BUYING FROM A PARTICULAR SHOWROOM?

Reasons No. of Respondents

Competitive Price 26
Authorised Dealer 25
Pleasing Nature 14
Good Reputation 13
Better Service 20
Credit Facility 2

No.of Respondents
30 26 25
25 20
20 14 13
15
10 2
5
Competitive

0
Authorised

Reputation

Service
Pleasing

Facility
Better

Credit
Nature
Dealer

Good
Price

INTERPRETATION:-

Out of 100 respondents 26 i.e. 26%have pointed out that they have purchased their CTV
from a particular showroom because of the competitive price.

Authorized dealership has occupied second position as 25%respondents pointed out it as

the reason for buying CTV from a particular showroom
.
Third position has been occupied by better services with 20%respondents pointing it out
as reason for buying from a particular showroom.

14&13 have pointed out pleasing nature &good reputation as most important factor in this
context. Credit facility has got very low rating as only two respondents have pointed out
credit facility as main factor.

38
Q9. WHAT ARE THE DIFFERENT SOURCES FROM WHERE YOU
GET THE INFORMATION REGARDING C.T.V?

Sources of information No. of respondent (%)

Word of mouth 43
TV Ads 23
Print Ads 20
Hoarding 8
Others 6

No. of respondent(%)

50 43
40
30 23 20 No. of
20 8 respondent(%)
6
10
0
Hoarding
TV Ads
Word of

Others
Print
Ads
mouth

INTRPRETATION:-

The survey has revealed that out of 100 respondents 43 i.e. 43% of the respondent
came to know about the particular Brand from the friends,
23 i.e. 23% from relatives 10% from newspaper, 85 each from hoardings, noticed
while walking, and others .so it is clear that friends and relatives are important source
of information as compare to others.

39
Q10. IN WHICH PARTICULAR OCCASION YOU PURCHACE A
COLOR TV?

Purchase occasion No. of respondents (%)

Discount 23
Marriage 27
Festival/New Year 7
Others 43

No. of respondents(%)

50 43
40 27
30 23 No. of
20 7 respondents(%)
10
0
Festival/Ne
Marriage
Discount

Others
w Year

INTERPRETATION:-

The revealed that most of the purchases are need driven as 43%of the respondents have
replied that they have bought CTV when needed and there was not any specific occasion.
27%bought on marriage occasion again these purchases are need driven as at the time of
marriage CTV is purchased for dowry purpose.

40
Q11.WHAT FEATURES DO WANT IN YOUR COLOR TV?

FEATURES No. of respondent

Good looks 12
Good picture quality 28
Good brand name 45
Good sound effect 20

No. of respondent

50 45
40
28
30 20 No. of respondent
20 12
10
0
Good looks Good Good Good
picture brand sound
quality name effect

INTERPRETATION:-
12% of the respondents want good looks in Color TV
45% want good brand name as a feature in their Color TV
20% want good sound effect in their Color TV

41
Q12. ACCORDING TO YOU, WHICH BRAND IS DOING
BETTER IN THE MARKET?

BRANDS NO. OF RESPONDENTS

SONY 30
SAMSUNG 25
LG 27
VIDEOCON 13
OTHERS 5

NO. OF RESPONDENTS

40
30 27
30 25
20 13
10 5
0
SONY SAMSUNG LG VIDEOCON OTHERS

INTERPRETATION:-
30% of the respondents are in favor of Sony
25% are in favor of Samsung
5% of the respondents are in favor of others

42
Q13.IN FUTURE DO YOU WANT TO CHANGE YOUR BRAND?

Yes 60

No 40

70 60
60
50 40
40
Series1
30
20
10
0
Yes No

INTERPRETATION:-
60% of the respondents said that they did not want to change their current brand
40% of the respondents said that they want to change their current brand

43
Q13 (A). WHY DO YOU WANT TO CHANGE YOUR
BRAND?

Reasons No. of respondents

Resale value 29

Brand image 17

Status 14

New features 6

No. of respondents

35 29
30
25
20 17
14 No. of respondents
15
10 6
5
0
Resale Brand Status New
value image features

INTERPRETATION:-
29% of the respondents said that resale value is the reason to change the current brand.
6% of the respondents said that new features are the reason to change the current brand.

44
Q14. ARE YOU SATISFIED WITH THE SERVICE / AFTER
–SALE- SERVICE?

YES 75%

NO 25%

80% 75%
70%
60%
50%
40%
30% 25%
20%
10%
0%
YES NO

INTERPRETATION: -

Out of 100 respondents 75% are satisfied with the after sale services & 25% of
respondents are not satisfy with after sale service

45
7. FINDINGS

1. 90% of the respondents said that they have a colour television &10%

of the respondents said that they have not a colour television.

2. The survey revealed that brand owned by the maximum number of

respondent is Sony while Samsung occupies second position, LG

holds third position, fourth position is hold by Videocon and then

others.

3. Out of 100 respondent 75% satisfy with owned brand and 25% were

not satisfied.

4. 13% of the respondents said that the reason for the satisfaction is

good performance & 27% of the respondents said that the reason for

the satisfaction is good picture & 15% of respondents said that the

reason for the satisfaction is good look.

5. 4% of the respondents said that the reason for the dissatisfaction is

poor performance & 10% of the respondents said that the reason for

the dissatisfaction is bad picture quality & 5% of respondents said

that the reason for the dissatisfaction is ordinary looks.

6. 40% of the respondents said that the low price is the factor which

they consider while taking a purchase discount & 9% of the

respondents said that the is attractiveness the factor which they

consider while taking a purchase discount.

46
7. Survey has revealed that out of 100 respondents 53 i.e. 53%have

responded that discount offers attract them most, while 27%and

20%have responded that exchange offer and free gift attract them

most.

8. The above table shown that majority of the respondents taken a help

of their family members while deciding a purchase decision.

9. The respondents were asked that which is the best CTV based on

size of the TV. 21” CTV was found to be the most preferred as 52%

of the respondents were in its favor. 38% of the respondent preferred

14 to 20” CTV, 8% preferred 25 to 29” CTV and 2% preferred 34”

CTV.

10.Out of 100 respondents 26 i.e. 26%have pointed out that they have

purchased their CTV from a particular showroom because of the

competitive price. Authorized dealership has occupied second

position as 25%respondents pointed out it as the reason for buying

CTV from a particular showroom. Third position has been occupied

by better services with 20%respondents pointing it out as reason for

buying from a particular showroom. & 14&13 have pointed out

pleasing nature &good reputation as most important factor in this

47
 context. Credit facility has got very low rating as only two

respondents have pointed out credit facility as main factor.

11.The survey has revealed that out of 100 respondents 43 i.e. 43% of

the respondent came to know about the particular Brand from the

friends, 23 i.e. 23% from relatives 10% from newspaper, 85 each

from hoardings, noticed while walking, and others .so it is clear that

friends and relatives are important source of information as compare

to others.

12.The revealed that most of the purchases are need driven as 43%of

the respondents have replied that they have bought CTV when

needed and there was not any specific occasion.27%bought on

marriage occasion again these purchases are need driven as at the

time of marriage CTV is purchased for dowry purpose.

13.12% of the respondents want good looks in Color TV & 45% want

good brand name as a feature in their Color TV & 20% want good

sound effect in their Color TV.

14.30% of the respondents are in favor of Sony & 25% are in favor of

Samsung & 5% of the respondents are in favor of others.

48
15. 60% of the respondents said that they did not want to change their

current brand & 40% of the respondents said that they want to

change their current brand.

16.29% of the respondents said that resale value is the reason to change

the current brand. & 6% of the respondents said that new features are

the reason to change the current brand.

17.Out of 100 respondents 75% are satisfied with the after sale services

& 25% respondents are not satisfy with after sale service

49
8. LIMITATION

Although sincere efforts were made by me to collect the maximum, most

authentic and relevant information even then this study may have the

following limitations:-

1. This study cannot be generalized for all the consumers of CTV since

the universe under study in my research was limited to Mohali city.

2. All the results and conclusion have been drawn based on information

provided by the respondent so there is the possibility of “individual

bias” on the part of respondent.

3. Time was an another limiting factor

4. The method used for data collection is convenience sampling method

therefore ‘drop in’ or go through error might have crept in.

50
9. RECOMMENDATIONS

 Sony, LG, Samsung, Philips have been able to dominate the market

with simple, brief and heart winning messages. So by giving more

importance to the composition of the messages the companies can
increase their impact on the consumers.
 To attract consumers the company should improve the quality of their
CTV. The advertisement copies should stress on the quality of the
brands, their superiority, highlighting technological, features, and the
wide network of after- sale- services.
 The present study reveals that the ‘Brand Name’ has most important

bearing on the minds of the consumer at the time of deciding their

choice of brand of color TV therefore every effort should be made
through advertisement to build up and strengthen the brand image.
 Proper feedback should be undertaken by the marketer in order to find
out the loopholes in their performance and undertake all possible
actions to overcome the same.
 The role of advertisement as the study has highlighted needs to be
appreciated. Since attractive well-planned advertisement

Campaign can play a very vital role in the increasing the share of brand in
the CTV market. Every manufacturing organization should have a
separate ‘advertisement cell’ with intelligent and experienced marketing
professional who should be made responsible of making advertisements
more attractive .eye catching and purposeful.

51
10. SUMMARY AND CONCLUSIONS

This study attempts to know about the consumer buying behavior

with regard to CTVs. What factors do the consumers have in their mind
before they make up their mind to purchase a CTV; this study finds to
gain insight into these factors.

 It has been observed from survey that Sony enjoys highest penetration
level, as 40% respondents own Sony, Samsung comes second as 25%
respondent owns it.
 Majority of CTV owned by the respondent (about 77%) are of
capacity 21”, 20% are of size 25”.

 Most of the Indian consumer purchases are need driven. 43% of the
respondents have replied that they bought CTV when need and there
was not any specific occasion. 27% bought on marriage occasion,
again this purchase s are need driven as at the time of marriage CTV is
purchased for dowry purpose.

 When it comes to source of information for the selection of showroom

it has been observed that friends and relatives are the major source of
information about the showroom.. Out of 100 respondents, 43 and 33
relied on friends and relatives (respectively) as source of information.
Thus for selecting showroom consumer relies on the personal sources
than the impersonal sources like advertisement, hoarding, newspaper
etc.
52
 Again as a source of information for brand choice consumer relies
heavily on word of mouth and recommendation of family members.
Survey has revealed that 40% of respondents relied on word of mouth
and 33%on recommendations of family members. Spouse has been
found to be most influential during purchase decision of CTVs.

 Majority of respondents have pointed out that they bought CTV from
particular showroom because of competitive prices and authorized
dealership. This has been confirmed from the rating of factors
affecting choice of showroom/retailer as authorized dealer and
competitive price are two top factors. When it comes to the selection
of showroom after sales service is less important than above two
factors as it (after sale service) is considered the responsibility of
company. After sale, the company usually provides service.

 After sale service, high quality, brand image, child lock are the most
significant factors influencing choice of brands with rating score more
than 700.
 Attractiveness of model, picture quality, advanced technology,
warranty and looks have been found to be the moderately significant
with rating score between 500-700.

 Availability of credit, easy availability, low price, foreign make and

graphic equalizers are less important factors with rating score less than
500. This pattern has been confirmed from the analysis of factor that
influenced the respondents while buying their existing brand of CTV.
Child lock, video games which lies in less significant category
53
 according to the analysis of factors which influenced customers while
selecting their existing brands comes to most significant category from
of attributes. This can be attributed to the fact that most of the existing
CTVs (about 88%) have been purchased after (1991), before that only
12%had purchased CTVs.

 It has been clearly depicted from the study that level of satisfaction
among consumer is very high. Out of 100 respondents 83 i.e. 83%are
satisfied from the service of the showroom. So far as the satisfaction
from the brand /model owned 81 i.e.81%are satisfied. Good
performance, picture quality and good after sale service are the most
important reasons for the high level of satisfaction among the
consumer. 15 out of 19 are dissatisfied consumers pointed out that
obsolete model as a reason for their dissatisfaction. From this we can
interpret that taste for more features is growing among consumers.

 Sony and Samsung are found to be the most preferred brands, whereas
preference for Videocon is minuscule. LG and Philips enjoy moderate
preference. Aiwa and Akai are less preferred brands.

 In terms of popularity (brand recall test) Sony has been found to be

most popular brand with weighted mean of (first, second, third)20.66
Samsung and LG comes second and third respectively in popularity
with weighted average 15.66 and 13.66 respectively. Thus, Sony and
Samsung can be attributed to these facts that these two are very old
and reliable in CTV market. Popularity of Samsung is high because of
the aggressive advertisement campaign by the company.

54
 RATING TECHNIQUE
In this rating technique used respondents has to rate each and every
attribute factor on 10 point rating scale. Rating score by every respondent for
a particular attribute/factor is added to get final score for that attribute. That
final score is known as Rating Score. Because every respondent has to allot
score from 10 and sample is of 100 respondents. Thus final score of each and
every attribute is out of 1000.

E.g.:- Respondent 1,2,3,4,…….100 rate low price as 4,5,7,9………

100th score then addition of all scores will give final score of low price out of
1000.

RANKING TECHNIQUE

In this scores have been attached with every rank. The following table
shows Ranks and their score attached with respect to rank given by
respondents.

Rank 1 2 3 4 5 6 7 8 9 10 11
Score 10 9 8 7 6 5 4 3 2 1 0

Now using scores relative to each rank final score is calculated as in

rating technique.

55
11. BIBLIOGRAPHY
The Bibliography is a list of books, magazines, journals, newspapers etc,
pertinent to the research, which the researcher has consulted.

1. Philip Kotler- Marketing Management

2. DD Sharma- Research Methodology

3. Purchase Behavior for Consumer Durables unpublished MBA Research

Project Report, PU, Chd.

4. Schiffman & Kanuk, Consumer behavior New Delhi,, PHI Pvt. Ltd.

Internet Resources

• www.blonnet.com/catalyst/
2002/02/21/stories/2002022100090200.htm
• www.marketingprofs.com/ea/qst_question.asp?qstID=2491
• www.blonnet.com/catalyst/
2004/11/25/stories/2004112500170200.htm
• www.indbazaar.com/consumerguide/index2.asp?ct=23
• http://services.oxfordjournals.org/cgi/searchresults
• http://journals.cambridge.org/action/displayAbstract

56
 12. QUESTIONNAIRE

Dear Respondent,

I am a student of MBA in the SAS IIT & R MOHALI of affiliated to

the PTU Jalandhar. I am carrying out a survey on “Consumers’ Buying
Behavior towards Color Televisions”. Kindly help me in this survey by
filling the following questionnaire. The information provided by you will be
kept confidential and for academic research only.

Thanks,
MANJEET SINGH

Q1. DO YOU HAVE A COLOUR TELEVISION?

(a) Yes  (b) No 

Q2. WHICH BRAND OF C.T.V HAVE YOU OWNED?

(a) Sony  (b) Samsung 

(c) LG  (d) Videocon 
(e) Others 

57
Q3. ARE YOU SATISFIED WITH THE BRAND OWNED?

(a) Yes  (b) No 

Q3 (a). IF YES, WHAT ARE THE REASONS BEHIND THAT?

(a) Good performance 

(b) Good after sale service 
(c) Picture quality 
(d) Better looks 
(e) Any other 

Q3 (b). IF NO, WHAT ARE THE REASONS BEHINDTHAT?

(a) Poor performance 

(b) Bad picture quality 
(c) Poor after sale service 
(d) Ordinary Looks 

Q4.WHAT ARE THE DIFFERENT FACTORS YOU CONSIDER

WHILE PURCHASING A COLOR TV?

(a) Low price  (b) Better quality 

(c) Easy availability 
(d) Attractiveness of the model 
58
 (e) Any Other (Please Specify) 

Q5.WHAT TYPE OF PROMOTION SCHEMES MORE ATTRACTS

YOU?
(a) Free gifts  (b) Discount factor 

(c) Exchange offer 

Q6.WHICH OF THE FACTOR HELPED YOU WHILE DECIDING

ABOUT THE PURCHASE OF COLOR TV?

(a) Spouse  (b) Children 

(c) Friends  (d) Any other 

Q7. WHICH IS BEST COLOR TV (CUSTOMER VIEW)?

(a) 14” 10 20”  (b) 20” 
(C) 25” to 29”  {d) 34” 

Q8. REASONS FOR BUYING FROM A PARTICULAR SHOWROOM?

(a) Competitive prices  (b) Authorized Dealer 
(c) Pleasing Nature  (c) Good Reputation 
(d) Better Service  (e) Credit Facility 

59
 Q9.WHAT ARE THE DIFFERENT SOURCES FROM WHERE YOU
GET THE INFORMATION REGARDING C.T.V?
(a) Word of mouth  (b) Hoarding 
(c) TV advertisement  (d) Print ads 
(e) Any others (Specify) 

Q10. IN WHICH PARTICULAR OCCASION YOU PURCHAGE A

COLOR TV?

(a) New Year  (b) Festival 

(c) Marriage  (d) Discount Offer 
(e) Any Other 

Q11.WHAT FEATURES DO WANT IN YOUR COLOR TV?

(a) Good looks  (b) Good picture quality 

(c) Good brand name  (d) Good sound effect 

Q12. ACCORDING TO YOU, WHICH BRAND IS DOING BETTER

IN THE MARKET?
(a) Sony  (b) Samsung 
(c) LG  (d) Videocon 
(e) Others 

60
Q13.IN FUTURE DO YOU WANT TO CHANGE YOUR BRAND?
(a) Yes  (b) No 

Q13 (A). WHY DO YOU WANT TO CHANGE YOUR BRAND?

(a) Resale value  (b) Brand image 

(c) Status  (d) New features 

Q14. ARE YOU SATISFIED WITH THE SERVICE / AFTER –SALE-

SERVICE?
(a) Yes  (b) No 

Q15. DO YOU WANT ANY IMPROVEMENT?

----- - - - - - - - - -- - - - - - -

DEMOGRAPHIC PROFILE:

NAME:

AGE:

OCCUPATION:

ADDRESS:

61