ACKNOWLEDGEMENT

I Thank the Lord Almighty for giving me the strength to furnish

my project successfully.

I express my sincere thanks to Thiru V.R.SIVASUBRAMANIAN

B.com, B.L Correspondent, and Thiru C.SWAMINATHAN, M.A, M.Phil.,.

Principal of Kongu Arts & Science College, Erode for having permitted

me to under go the project at Thomson Consumer Electronics (India)

Limited, Cochin.

I convey my deep sense of gratitude to our director and Head of

the Department Mr. S. KUPPUSAMY M.B.A for his constant

encouragement during the course of this project work.

I express my deep feeling of thanks to Mr. R, ANBALAGAN M.B.A

lecturer in Management Studies for spending his time and valuable

guidance which has resulted in the present form.

I express my deep feelings of thanks to Miss .G.MANJU M.B.A

and Mr. A.M.SAKKTHIVEL M.B.A lecturer in management studies for

spending their valuable guidance and time which resulted in the

presented form.

I am indebted to Mr. K. JAYANAND, Manager of Thomson

Consumer Electronics (India) Limited for allowing me to under take my

project work in their esteemed concern.

My sincere thanks to Mr.A..AJITH KUMAR, Area Sales Manager for

assisting me to accomplish this task. I also thank

Mr.K.S.Balasubrahmanian for his valuable assistance.

I also thanks to all the staff members of organisation for their

kind co-operation extended to me.

I shall be failing in my duty, if we don’t express our gratitude to

my parents for their encouragement and blessing which enabled me a

lot of successful completion of this report.

I also thank all others who have helped me to complete this

project.

Sree Kumar. M

LIST OF TABLES

1. Age group of respondents.

2. Occupation level of respondents

3. Income level of respondents

4. Size of the colour television in use.

5. Brand of present colour television.

6. Factors affecting for buying colour television.

7. Satisfaction level of consumers.

8. Opinion of consumers about colour television.

9. Consumers opinion about changing present colour television.

10. Opinion of consumers if yes

11. Brand of colour television wish to buy.

12. Size of colour television like to own.

13. Factors influencing buying decision.

14. Price vs Quality.

15. Media for promotion of colour television.

LIST OF CHARTS

1. Age group of respondents.

2. Occupation level of respondents

3. Income level of respondents

4. Size of the colour television in use.

5. Brand of present colour television.

6. Factors affecting for buying colour television.

7. Satisfaction level of consumers.

8. Opinion of consumers about colour television.

9. Consumers opinion about changing present colour television.

10. Opinion of consumers if yes

11. Brand of colour television wish to buy.

12. Size of colour television like to own.

13. Factors influencing buying decision

14. Price vs Quality.

15. Media for promotion of colour television.

CHAPTER I

INTRODUCTION

The study was conducted at THOMSON CONSUMER

ELECTRONICS (INDIA) LIMITED Which is involved in marketing of

Thomson Colour TV’s a wholly owned subsidiary of Thomson

multimedia U.S.A. The study was conduct through interactive

questionnaires distributed to about 300 customer spread over the five

district at Kerala namely Thiruvananthapuram, Kollam,Pathanamthitta,

Alappuzha, and Kottayam.

The Thomson’s marketing policy differs considerably from other

player’s in this field. Instead of wagging price war the brand

concentrates on winning customer satisfaction with quality

improvement and quality management. The TV sets are distributed

through efficient network of authorized deals who also provide quality

after sales support .But top tap the growing Indian electronic

equipment market these strategies are not enough. The Indian middle

class, holds high the price factor, owing to their limited income. The

market in India is also heading towards saturation, thanks to incredibly

large number of domestic as well as foreign manufacturers.

The Indian economy has been open by reforms only in the recent

past. But this did not affect the domestic industry. Which had been

protected so long. The Indian BPL and Videocon continue to hold the

Lions Share in the Market. New foreign entrants like Akai, Aiwa etc.,

have been able to make considerable inroads with assistance from

Indian marketing majors like Baron Group, especially by playing the

price control. Some brands like LG and Samsung are winning

customers with quality as well. However quick adaption to changing

environment, requirements and technological advancement is the

name of the game in this market sector.

Thomson, a new foreign entrant, though in a weak position in the

CTV market, is on a slow but steady path of growth. The marketing

policies are in the right direction. But need a lot of thrust to catapult

the brand towards ultimate leader waging price war is also suggestible

to make quick inroads. The current trends as well as a team of

dedicated employees, support form parent organization and market

policy can make Thomson the market leader in about 5 years to come.

1.1 Indian Colour Television Market and its significance

Colour Television sales in the year ended march 31 1998 are

estimated at 24lakh units with a value of Rs.3000 crores. The brand

wise market shares as quoted by ORG on a value wise basis, along

with growth over the previous year are given in the accompanying

Table.

The year saw a sharp decline in selling prices especially for the

top end models, narrowing the price band for the product category.

The price decline coming in the form of innovative consumer

promotions led to a sharp increase in sales of CTVs as compared to

other white and brown goods.

The average sale price for the whole industry has however

increased indicating a shift in consumer preference to higher end

models.

Among the major players, BPL was the only Indian company to

register growth and is currently the market leader. The MNC brands –

Akai, Daewoo, LG, Thomson and Samsung – have registered growths

albeit over very small bases. The best known colour television

worldwide, SONY however, declined in value sales. Probably this is a

reflection of Sonys strategy of not wanting to get involved in a price

war.

Among the various size segments the 29 segment has growth

the fastest, thanks to akai’s aggressive pricing and incentive schemes.

At the same time, surprisingly the 20 segment has grown faster than

the more popular 21 segment.

Akai clearly has been the most high profile brand of the year and

has made huge gains. Its strategy of using pricing and replacement

schemes (along with a host of other consumer oriented promotions)

appears to be working for now. The strategy is simple – have a range

of very basic models, keep costs low, price products aggressively and

focus on the consumer. Various questions have been asked about

Akai’s ability of pricing products at the existing levels, which the

company has attempted to answer through full page advertisements in

national news papers.

Akai’s profit loss statement on the Internet shows a

global turnover in the region of Rs 1700 crores. Compare this with

Rs.142383 crores for SONY or for that matter with any other

international brand and one will realise that there cannot exist any

economies at the reported turnover.

Akai’s global turnover in fact is only slightly higher than that of

major Indian Brands. Its ability to sustain its current marketing

strategy in the CTV industry will remain in question probably resulting

in the company planning diversification into other fields.

BPL’s brand has been able to retain its leadership status through

a successful restructuring exercise carried out in early 1997 to help

synergise its operations and a very aggressive consumer promotion

Vande Mataram Celebreations, During the period September –

December 1997.

The company’s strong brand equity, high profile advertising and

aggressive pricing were the key elements of its strategy in an

increasingly competitive market.

Videocon, the other strong Indian Brand, lost ground marginally

but appeared to be on its way to recovery with an innovative money

Back offer launched towards the end of the financial year. While the

response to the scheme was mixed, it did bring in the initial volumes

expected by the company. It has been aggressively following its multi

brand strategy, tying up with Toshiba and Sansui during the year.

Philips, mostly perceived as an audio company, faced rough

weather in the CTV industry during 1997-98. With its management

and resources restructuring exercise, it hopes to be ba k on its tracks

in the current year. The company also plans to outsource most of its

Colour Televisions except in the 25” and 29” segment in the hope of

reducing costs.

Onida, one of the well known Indian Brands, fought its way back

towards the later half of the year. It took the route of aggressive

pricing and high impact advertising. It also entered into new segments

(28”) through its Unique Collection series. Its aggressive pricing

strategy is being supported through cheaper (Southeast Asian)

sourcing of components.

I.2 Scope of the Study

Scope of the investigation covering a wide field as amenities and

activities, limits of which cannot be rigidly laid down regarding its

scope. Scope can be interpreted in different companies, with verifying

stages of economic developments, political out look and social setup.

In brief scope as usage pattern and buying behavior of consumers can

be divied into five: cultural factors, social factors, personal factors,

psychological factors and believes and attitudes.

Four P’s of marketing such as product, price, place and

promotion also has important role in it. Product Mix consist of things

which are related to the quality of the product. Price Mix deals with the

various various printing strategies adopted by the company. Place Mix

deals with the factors which are related to the distribution patterns of

the company. Promotional Mix emphasis on the various incentives and

perks which are given to the sales force to promote the sales and

capture the minds of customers.

I.3 Importance of the Study

A research is conducted where there is need for an enquiry to be

conducted which would give a solution to the problems faced by any

organisation. This study was conducted effectively and efficiently to

accomplish the various objectives framed for solving the problems.

The researcher has conducted this study to consumer preference

and the factors influence buying decision in Colour Televisions, in

Thomson Consumer electronics (India) Limited. The research was

conducted in five districts of Kerala namely Thiruvananthapuram,

Kollam, Allappuzha, Pathanamthitta and Kottayam. State in relation to

the influence of various factors namely the quality, price etc.,

This study may provide a suitable solution from this inquiry,

which would help the organisation in promoting its products quality,

market position, consumer’s satisfaction and the expectations of the

ultimate consumers.

CHAPTER II

PROFILE OF THE COMPANY

II.1 Thomson – A Consumer Electronics Giant

THOMSON CONSUMER ELECTRONICS (TCE), a US $16 Billion

conglomerate, is the worlds fourth largest consumer electronics group.

It develops, manufactures and markets communications tools for the

present and the future. This includes television, VCRs, VCDs, DVDs,

audio and communications products, satellite decoders, picture tubes

and professional equipment. TCE also owns some of the most popular

American and European brands like RCA, GE, Proscan, Telefunken,

Nordmende, Ferguson, Saba and Brandt.

In the Colour TV & VCR market, Thomson ahs been No.1 in USA,

outselling Sony, Panasonic, Toshiba, Samsung, Daewoo & LG

combined, and the second largest in Europe for many years.

TCE has to its credit, some of the worlds biggest breakthroughs

in Consumer Electronics.

The world’s first B&W and CTV were launched by RCA, a

TCE brand

The wide screen television in 16:9 format was

commercially launched by TCE

TCE was in the forefront of developing the 1250 lines

resolution High Definition Television (HDTV) technology.

TCE invented Digital Satellite System (DSS), the world’s

smallest dish 46cm (18”) which can received 175 channels.

In the US, TCE is the leader in Digital Satellite System

(DSS).

Thomson Multimedia

Thomson Consumer Electronics India Limited (TCEIL), part of the

$16 billion conglomerate, Thomson multimedia, entered India in

September 1994, With the launch of its world class range of colour

televisions, audios and videos in the South. Thereafter, a distribution

network established throughout India put Thomson televisions into

over 300000 Indian Homes.

TCEI has developed a sales network comprising more than 2000

retail dealers service through 19 branch offices located in big cities

across the country. The after sales service network has the best

qualified technicians, who are strategically located to cater to a high

level of customer care and information needs. TCEI employs over 450

personnel for its operations in India, and has recorded a remarkable

85% growth each year in volume, for the last three years.

The colour television technology offered by Thomson in India is

not only hitech but also future proof. Thomson’s 53 cm (21”) Fusion

Nicam Television, introduced in 1996, has a Digital Nicam Stereo

reception (near Instantaneous Compounded Audio Multi Plexing)

capable of telecasting one programme in 3 different languages

simultaneously providing facility for high quality digital stereo audio

output. The other lines of TVs, Quadra and the recently introduced

RCA colourtrak come in different sizes and variants. The world’s

largest rear projection colour television 203cm(80”) is manufactured

and marketed only by TCE.

THOMSON – Multimedia – The parent Company

From its leadership position in its core consumer electronics

business, Thomson Multimedia has taken advantage of the

convergence of the TV, Information Technology and

Telecommunications businesses to seize the leadership in the

emerging markets for digital and multimedia products. THOMSON

multimedia is particularly active in the development of new services

linked to the TV set, such as electronic program guides, Internet

access, interactivity features.

II.2 Company Product’s and It’s Features

THOMSON 10” PERSONAL TV – THE WHITE BEAUTY

Thomson has notched up yet another industry first in India. A

slick handy 10” (25cm) personal CTV. Beautifully compact and white

the personal TV is the smallest TV available in the Indian CTV market

with a unique splash proof panel and remote control. The TV can be

installed in any room of the home not necessarily in the kitchen. It can

operate on DC & Car battery.

The Home Cinema Revolution

Thomson has launched the Digital Video Disc Player, the latest

and most advanced video player for the Home Theatre Buff.

The innovative Thomson DVD system can play any feature film in

full length on a 12cm compact disk with unrivalled digital and audio

performance. This is the truest cinema experience ever offered by a

consumer entertainment product.

In the US, Thomson is No.1 in DVD Sales.

Black Diva

This television features the high resolution 100 Hz Digital

Mastering Technology which gives the most perfect, natural, flicker

free picture. The clarity of the NICAM Digital Stereo is enhanced by the

5 speaker sound system which includes a top bass boomer. This extra

ordinary Digital 100 Hz TV can also be used as a computer monitor.

So you can watch TV and surf the net.

33” large screen TV – clearly The Bigger Picture

This TV features a high performance picture system which

include a NTSC Colour Comb Filter, Beam Scan Velocity Modulation

(BSVM) and Colour Transient Improvement (CTI).

Realistic sound effects are brought about by Dual Stereo – Nicam

Digital and German A2 stereo, Wide Surround Effect, Surround Speaker

Connections, 200 Watts PMPO with 2 high performance speakers and a

pair of bass speakers and expanded stereo.

Technozen 29

Thomson Technozen by world – renowned designer starck is a

departure from everything banal and mediocore From digitally

mastered picture to unimaginable sound, to a design fully incorporated

with personality and friendliness. It’s an emotional and sensory

experience.

Some of the unique features of the Technozen are:

100 Hz with Advanced Digital Mastering which eliminates visible

frame and line flicker as 100 Hz technology offers twice the picture

stability of today’s conventional 50 Hz sets, Superflat, Black Matrix,

Invar Picture Tube, a high performance picture tube that’s 30% flatter

than conventional ones, 2 tuner PIP which lets you watch 2 cable

channels simultaneously and scan the other channels by using the

channel guide, Nicam and German A2 Stereo and a high acoustic

sound output, 300 watts PMPO with 4 loud speakers and 1 Top Bass

Boomer, a Cabasse Sound System, Expanded stereo and Matrix

Surround system.

29 SFS Dolby Prologic – An Odyssey of entertainment

the 29 SFS DP lets you create your own cinematic experience

with Dolby Prologic. It boasts of Ultrasonic sound effects through a

built in Dolby Prologic Decoder, Sound effect selections, 300 watts

PMPO with Matrix surround sound effects, Nicam Digital and German

A2 Stereo and a 9 speaker system which includes 5 built in speakers

and 4 German made high performance external speakers to give you

Dolby Prologic Effects.

The High performance Picture System includes a superflat

picture tube, Black Matrix, Invar Mask Picture Tube, NTSC Colour Comb

Filter, Beam Scan Velocity Modulation (BSVM) and Colour Transient

Improvement (CTI).

CHAPTER III

OBJECTIVES OF THE STUDY

1. To know the customer preference in buying Colour television.

2. To determine the buying decision of consumers with regard to

colour television.

3. To find out the best media to reach the customer.

4. Opinion of consumers about the colour televisions in Indian

Market.

5. To find out the brand leader in colour television markets.

CHAPTER IV

RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the

Research Problem.

It may understand a science of studying how research is done

scientifically. In this study the researcher studied in various steps that

are generally adopted in studying the research problems along with

the logic behind them. It is necessary for the researcher to know not

only the research methods/ techniques but also the methodology.

In the methodology, the researcher discussed the objectives,

data and sources of data, tools used to analyse the data, sample

design and Limitations of the study.

IV. 1 Research Design

The research design used in this study was Descriptive Research

design. The study was conducted through survey method using well

formed questionnaire. The design used for the study to understand

the consumer awareness, consumer preference, consumer believes

and attitudes, consumer behaviour, buying decision etc.,

VI.2 Data and Sources of Data

For the purpose of analyzing and to accomplish the various

objectives of the study, the researcher was collected only primary data

through structured questionnaire survey method.

The questionnaire have prepared on the basis of discussions with

experts in the organisation.

The questionnaire survey method covers information like the

awareness, Advertisement effectiveness, media planning and attitudes

towards the brands.

Primary Data

The primary data was collected from the consumers of the five

district in Kerala, namely Tiruvananthapuram, Kollam, Pathanamthitta,

Alapuzha, Kottayam for the purpose of analysing consumer attitudes

etc.,

Secondary Data

The secondary data was collected for the support of study from

company reports, annual reports etc., additional information related to

sales details were got from discussion with company officials

IV.3 Concept Used

The income level of the respondents in the present study was

classified in four levels of income namely below 5000, 5000-

10,000,100,000-15,000,and above 15,000.

IV.4 Sample Design

The consumers in Kerala constitutes the universe of study. The

total sample size is 300 respondents. The sampling method adopted

was simple random sampling.

IV. 5 Tools of Analysis

Percentage Analysis

The percentage analysis was used throughout the study for

analysing the data like awareness, buying decision, preferences,

influencing factors for buying media planning and attitudes towards

the brand.

CHAPTER V

LIMITATIONS

1. The sample size was limited to 300 only and it prevents the

study from being centralized to the entire market.

2. It may not reflect the real picture of Indian Colour Television

industry because of the study area were restricted to five

districts in Kerala only.

3. The study is limited to a period of two months, so time

constraint was a problem.

CHAPTER VI

ANALYSIS AND INTERPRETATIONS

AGE GROUP OF RESPONDENTS

Table No.1

Age group No. of respondents Percentage

Below 72 24

25 –35 82 27.33

35 – 45 63 22.67

45 –55 52 17.33

55 and above 26 8.67

Total 300 100

Source : Primary Data

Inference

The responds for the study was 300 out of which majority of

respondents 27.33% were in between 25-35 age group and 22.67% of

respondents were in between age group of 35-45, 17.33% of

respondents were between the age group of 45-55. Respondents

below 25 and above 55 were 24% and 8.67% respectively. The above

table also reveals that the majority of respondents who fall in the age

group of 25-35 who brought colour television.

OCCUPATION LEVEL OF RESPONDENTS

Table No.2

Occupation No. of respondents Percentage

Business 70 23.33

Service 90 30

Private Sector 66 22

House Wife 20 6.67

Student 24 8

Others 30 10

Total 300 100

Source : Primary Data.

Inference

Out of 300 respondents 30% respondents were in government

service, 23.33% of respondents doing business, 22% of respondents

were in private sector, 10% percentage of respondents were in other

segment 6.67% of respondents were Housewives, 8% of respondents

were students. The above table also reveals that majority of

respondents falls in government sector (30%).

INCOME LEVEL OF RESPONDENTS

Table No.3

Income No. of respondents Percentage

Below 5000 66 22

5000 – 10000 144 48

10000 – 15000 72 24

15000 and

above

18 6

Total 300 100

Source : Primary Data.

Inference

The respondents were classified into various groups. Most of the

respondents (48%) fall in the income level of Rs.5000-10000. The

income group of Rs.10000-15000 were 24%. Below Rs.5000 there

were 22% and 6% respondents were above Rs.15000.

SIZE OF THE COLOUR TELEVISION IN USE

Table No.4

Size of the

television

No. of

respondents

Percentage

14 inch 26 8.67

20 inch 56 18.67

21 inch 164 54.67

25 inch 38 12.66

29 inch 10 3.33

Above 29 inch 6 2

Total 300 100

Source : Primary Data.

Inference

Out of 300 respondents 54.67% use 21 inch, 18.67% use 20”,

12.66% of the respondents use 25”, 8.67% of the respondents use 14”

3.33% of the respondents use 29” and 2% of the respondents use

above 29” colour television.

Majority 54.67% of the respondents uses 21” colour television.

BRAND OF PRESENT COLOUR TELEVISION

Table No.5

Brand Name No. of respondents Percentage

ONIDA 24 8

PHILIPS 17 5.67

BPL 65 21.67

LG 18 6

SAMSUNG 13 4.33

SONY 44 14.66

VIDEOCON 32 10.67

THOMSON 22 7.33

SHARP 16 5.33

AIWA 12 4

AKAI 14 4.67

PANASONIC 15 5

SANSUI 8 2.67

OTHERS 0 0

Total 300 100

Source : Primary Data.

Inference

Out of 300 respondents 21.67% uses BPL, 14.6% uses SONY,

10.67% uses VIDEOCON, 8% uses ONIDA, 7.33% uses THOMSON,

6%uses LG, 5.33% uses SHARP, 5.67% uses PHILIPS, 5% uses

PANASONIC, 4.67% uses AKAI, 4.33% uses SAMSUNG, 4% uses AIWA,

2.67% SANSUI.

FACTORS AFFECTING FOR BUYING COLOUR TELEVISION

Table No.6

Factors that influenced to buy present TV

No of respondents

Percentage

Advertisement 56 5.03

Dealers 42 3.77

Special Features 210 18.85

Quality 272 24.42

Warranty 168 15.08

Price 180 16.16

Durability 162 14.54

Friends & Relatives 24 2.15

Total 300 100

Source : Primary Data.

Inference

Out of 300 respondents 24.42% chose their television depending

on quality 18.85% bank on special features. 16.16% on Price, 15.08%

on guaranty. 14.54% on durability, 5.03% on Advertisement, 3.77% on

dealers, 2.13% are influenced by friends and relatives.

The majority (24.42%) goes by quality.

SATISFACTION LEVEL OF CONSUMERS

Table No.7

Satisfaction Level

No. of respondents Percentage

Highly Satisfied 52 17.33

Satisfied 204 68

Neutral 18 6

Dissatisfied 14 4.67

Highly dissatisfied

12 4

Total 300 100

Source : Primary Data.

Inference

Out of 300 respondents 68% of customers are satisfied with their

present TV set, 17.33% are highly satisfied, 6% are neutral, 4.67% are

dissatisfied and 4% are highly dissatisfied.

Majority 68% are just satisfied with their present TV set.

OPINION OFCONSUMERS ABOUT COLOUR TELEVISION

Table No.8

Brand Name No. of respondents Percentage

AKAI 1338 4.90

BPL 2746 10.07

ONIDA 2248 8.24

PHILIPS 2106 7.72

LG 2186 8.01

SONY 2894 10.61

THOMSON 2628 9.63

AIWA 1900 6.96

VIDEOCON 1798 6.59

SAMSUNG 2076 7.63

SANSUI 1638 6.00

SHARP 1852 6.79

PANASONIC 1870 6.85

Total 27280 100

Source : Primary Data.

RANKING METHOD

Rank I II III IV V VI VII VIII IX X XI XII XIII

Points 13 12 11 10 9 8 7 6 5 4 3 2 1

Inference

Majority of people rate Sony high 10.61% following suit closely

are BPL 10.07% Thomson 9.63%, Onida 8.24%, LG 8.01% Samsung

7.63%, Aiwa 6.59%, panasonic 6.55%, Sharp 6.79%, Videocon 6.59%

Sansui 6%, and Akai 4.90%

SONY has majority opinion of 10.61%.

CONSUMERS OPINION ABOUT CHANGING PRESENT COLOUR TELEVISION

Table No.9

Response No. of respondents Percentage

Yes 44 14.67

No 256 85.33

Total 300 100

Source : Primary Data.

Inference

Out of 300 respondents 85.55% of people do not what to change

their TV where 14.67% are in favour of change.

Majority (85.55%) sense satisfied with their present TV.

OPINION OF CONSUMERS IF YES

Table No.10

Time period No. of

respondents

Percentag

e

Within a month 14 31.82

Within one year 24 54.55

After One year & above 6 13.64

Total 300 100

Source : Primary Data.

Inference

Out of 300 respondents 54.55% of people in face of chance

would not in an year. 31.82% in 6 months and 13.64% after one year.

Majority would change in one year.

BRAND OF COLOUR TELEVISION WISH TO BUY

Table No.11

Brand name No. of respondents

Percentage

SONY 12 27.27

BPL 8 18.18

LG 6 13.6

THOMSON 5 11.36

ONIDA 3 6.82

SHARP 4 9.09

PANASONIC 2 4.55

PHILIPS 4 9.098

Total 44 100

Source : Primary Data.

Inference

Majority would change the brand to Sony 27.27% followed by

BPL 18.18%, LG 13.64%, Thomson 11.36% Onida 1.82% Sharp 9.09%

Philips 9.09% and Panasonic 4.83%.

Majority 27.27% of people prefer SONY.

SIZE OF COLOUR TELEVISION LIKE TO OWN

Table No.12

Size of colour

television

No. of

respondents

Percentag

e

14 inch 0 0

20 inch 0 0

21 inch 26 59.09

25 inch 16 36.36

29 inch 2 4.54

Others 0 0

Total 44 100

Source : Primary Data.

Inference

Out of 300 respondents.59.05% people prefer 21 inch, 36.36%

prefer 25 inch, 4.54% people prefer 29 inch & 20 inch and 14 inch

preferred by none.

Majority 59.09% prefer 21 inch CTV.

FACTORS INFLUENCING BUYING DECISION

Table No.13

Factors Ranking Points Percentage

Special features 1442 17.61

Quality 1772 21.64

Price 1304 15.93

Durability 1270 15.51

Warranty 4104 13.48

Discount sale 718 8.77

Special offer 580 7.07

Total 8190 100

Source : Primary Data.

RANKING METHOD

Rank I II III IV V VI VII VIII

Points 8 7 6 5 4 3 2 1

Inference

Out of 300 respondents 21.64% respondents see quality as the

influencing factor for taking buying decision. 17.61% of respondents

for special featurers, 15.92% of respondents look price, 15.51% for

durability, 13.48% for Warranty, 8.77% bank on discount sale and

7.07% are influenced by special offer.

Majority 21.64% are influenced by quality.

PRICE VS QUALITY

Table No.14

No. of

respondents

Percentag

e

Price 4 1.33

Quality 296 98.67

Total 300 100

Source : Primary Data.

Inference

Out of 300 respondents 98.67% prefer quality over price the

average of price 1.33%.

Majority is to quality 98.67%.

MEDIA FOR PROMOTION OF CTV

Table No.15

Media Name No. of respondents

Percentage

Television 2262 20.85

Newspaper 2026 18.68

Magazines 1752 16.15

Banners 1274 11.74

Word of mouth 856 7.89

Bill boards 758 6.99

Point of purchase 824 7.60

Hoardings 1096 10.10

Others 0 0

Total 10848 100

Source : Primary Data.

RANKING METHOD

Rank I II III IV V VI VII VIII IX X

Points 10 9 8 7 6 5 4 3 2 1

Inference

Out of 300 respondents 20.85% of respondents see TV as media

for promoting CTV sets. Followers close by are News paper 18.68%,

Magazines 16.15%, Banners 11.7%, word of mouth 7.89%, billboards

6.99%, point of purchase 7.6%, Hoardings 10.10%.

Television remains the popular media with 20.85%.

CHAPTER VII

FINDINGS

1. The age group of majority of respondents 27.33% were in

between 25 – 35 age group.

2. Majority of the respondents 30% were in service sector.

3. The Most of the respondents 48% were in income level between

5000–10000 were maximum.

4. It was found that majority of respondents 54.67% were using 21

inch Colour Television.

5. Majority of the respondents 21.67% were using BPL Colour

Television.

6. The brand leader in colour television market was found to be

BPL.

7. Majority of the people prefer quality over price as an important

factor for buying colour television. Out of 300 respondents

24.42% choose their Television depending on quality.

8. Almost every respondents 68% were satisfied with the

performance of the present Colour Television.

9. Sony was considered the best Colour Television by majority.

10.61% people prefer it.

10. Majority of the respondents 85.55% did not want to change the

present Colour Television.

11. Majority of respondents 27.27% wish to buy SONY Television

12. Majority of respondents 59.05% wish to buy 21” Television

13. It was found that the major factor affecting customers buying

decision is the quality of the product. Out of 300 respondents

21.64% respondents see quality as the influencing factor for

taking buying decision.

14. It was found that customers prefer good quality product.

15. Television media was found to be the best media in reaching and

influencing people. Out of 300 respondents 20.85% were see

Television as media for promoting Colour Television.

CHAPTER VIII

SUGGESTIONS

1. Company should strive for improve quality of the product.

2. To company should give more importance to quality up gradation

and customer orientation.

3. The company should give more importance for advertisement

through Television media.

4. To introduce low priced Colour television with basic features to

target lower level customers.

5. After sales service network should be increased.

CHAPTER IX

CONCLUSION

The study has been found out that most of the people prefer

quality as the main factor for taking buying decision . It is concluded

that if the company take the above said recommendations, then

Thomson will enjoy high market share over other brands in near future.

The firm has to concentrate more on promoting its core products to

maintain the firms position in the corporate world.

BIBLIOGRAPHY

Marketing Management - PHILIP KOTLER

Research Methodology - C.R. KOTHARI

Marketing Management - PILLAI AND BAGAVATHI

Marketing Research - D.D. SHARMA.

CONTENTS

Chapter No. Title

Page No

LIST OF TABLES

LIST OF CHARTS

I INTRODUCTION

I.1 Colour Television Marketing & It’s Significance I.2 Scope of the StudyI.3 Importance of the Study

II PROFILE OF THE COMPANY

II.1 Thomson – A Consumer Electronics GiantII.2 Company Product’s and It’s Features

III OBJECTIVES

IV RESEARCH METHODOLODY

IV.1 Research Design IV.2 Data and Sources of Data IV.3 Concept used IV.4 Sample Design IV.5 Tools of Analysis

V LIMITATIONS

VI ANALYSIS AND INTEREPRETATONS

VII FINDINGS

VIII SUGGESTIONS

IX CONCLUSION

APPENDIX

BIBLIOGRAPHY

DEPARTMENT OF MANAGEMENT STUDIES

KONGU ARTS AND SCIENCE COLLEGEErode – 638 107

CERTIFICATE

This is certify that the summer placement project entitled “A

SURVEY ON THE EFFECTIVENESS OF COMBINATION THERAPY

AND MONOTHERAPY IN THE TREATMENT OF DIABETIC

MELLITUS” done at “MICRO LABS“, Submitted to Bharathiar

University in partial fulfillment of the requirement for the award of

degree of Master of Business Administration, is a record of original

project work done by NAVEEN SUKUMARAN (Reg. No. 9835F0522)

during his period of study at Kongu Arts and Science College,

Nanjanapuram, Erdoe, under the supervision of Madam K. Poongudi

M.B.A.,

Signature of the Guide Signature of the candidate

Viva-Voce examination held on _____________

Head of the Department

Internal Examiner External Examiner

Principal

DECLARATION

I here by declare that the project entitled “ A STUDY ON

CONSUMERS PREFERENCE AND THE FACTORS INFLUENCING

BUYING DECISION IN COLOUR TELEVISION ” with reference to

Thomson Consumer Electronics (India) Limited, Cochin is an

original work done by me under the guidance of Mr.R.Anbalagan

M.B.A in partial fulfillment of the requirements for the award of the

degree, Master of Business Administration of the

Bharathiar University, Coimbatore.

Place : Signature of the candidate

Date :

(SREE KUMAR. M)

(Reg. No. 9835FO535)

STUDY ON CONSUMER PREFERENCE AND THE FACTORS

INFLUENCING BUYING DECISION IN CLOUR TELEVISION

(With Spl. reference to Thomson Consumer Electronics (India) Limited)

1. Name :

2.Place :

3. Age :

Below 25 25-35 35-45 45-55 55 and above

4. Occupation

Business Service Private sector

House wife Student Others

5. Income:

Below5000 5000-10000

10000-15000 15000 and above

6.Mention the brand of the colour television do you own?

ONIDA PHILIPS BPL LG

SAMSUNG SONY VIDEOCON THOMSON

SHARP AIWA AKAI PANASONIC

SANSUI Others (Specify)

_____________________

8. When did you buy your colour TV ?

6 months back 1year 1-3year 3years above

9. Mention the factors influenced you to buy your present TV?

Advertisement Dealers Special features

Quality

Warranty Price Durability Friends & Relatives

10. Are you satisfied with the performance of your present TV?

Highly satisfied Satisfied Neutral

Dissatisfied Highly dissatisfied

11. Rank the brands of colour TV would you prefer?

AKAI BPL ONIDA PHILIPS

LG SONY THOMSON AIWA

VIDEOCON SAMSUNG SANSUI

SHARP PANASONIC 12.Would you like to change your present TV?

Yes No

13. If yes, when would you like to buy it?

Within 6 months 1year 1years above

14. Mention the brand of colour TV would you like to buy?

(…………………………………………………….)

15.Mention the size of colour TV would you like to buy?

14” 20” 21” 25”

29” Others Specify _________________

16.Rank the factors would respect to influence you to buy?

Special features Quality Price

Durability Warranty Discount sale

Special offer Others Specify ______________

17. If any brand would offer colour TV in cheaper price, which one would you give importance?

Price Quality

18. Mention the hours do you watch television daily?

1hour 1-2 2-4 4 and above

19.Do you own more than one set in your home?

Yes No

Brands:…………………………..

20.Rank the media which is suitable for promoting colour TV?

Television News paper Magazines Banners

Word of mouth Bill boards Point of purchase

Hoardings Others Specify __________________

“ Thanking on spending your valuable time with us”

Place:

Date : Signature