TERM PAPER OF CONSUMER BEHAVIOUR

TOPIC

CONSUMER BEHAVIOUR TOWARDS SANSUI T.V IN RAJKOT.

INDEX

Introduction Co#$%n& $ro'i() Bu&in+ ,)-%.iour Bu&)r d)ci0ion $roc)00 SWOT An%(&0i0 O,3)cti.) o' t-) 0tud& R)0)%rc- #)t-odo(o+& R).i)6 o' (it)r%tur) D%t% %n%(&0i0 R)co##)nd%tion Conc(u0ion 8u)0tion%r) R)')r)nc)

!" "!** */ *1!*2 *" *4 *5 *7!// /1!11 11!1 1 12!1" 14!15

INTRODUCITON9
Every business organization that comes into contact with the customer develops a perception in the mind of the customer. Today, in this competitive 2

world every organization needs to know the perception in the mind of the customers. In order to gain mind share or heart share of customers along with the market share is the main lookout for the organizations. Especially in consumer electronics sector, where the products are more or less same, the only way to leave positive impact on customer s mind and to gain competitive advantage is providing best possible services to the customers. Introduction part of this report is classified into two different sections.

*.

Pro,()# St%t)#)nt

The principle cause behind this pro!ect is to know that to what level customers are en!oying and aware of "ansui T# offered by the company and what further improvement can be done in future in this area so as to get brand awareness.

/.

Indu0tr& 0c)n%rio

"ansui, a globally recognized brand name and one of the $orld leaders in consumer electronics, was founded in 1%&&. "ansui started manufacturing transformers and subse'uently, e(panded into manufacturing )i*+i amplifiers and other electrical e'uipment. )istorically, "ansui has been a technology leader in the electronic industry, with such firsts as, +irst -udio Transformer. +irst )igh /owered Tube*transistor -mplifier. +irst in the $orld with matri( 0"urround sound1 in 1%23, "tereo -4 in 1526 and 7igital "ound /rocessing in 1%58, to mention but a few.

"ansui is now primarily engaged in the design, manufacture and marketing of

home audio 9 video products. "ansui audio 9 video products consist of an e(tensive range of )ome Theater "ystems, -# receivers, :omponents "ystems. 7#7 /layers, 4ini and 4icro "ystems, /ortables, 7iscman, /ortable

4/8 /layers, ;.1 "peaker "ystems, and a range of Television products that also include <:7 9 /lasma and =ear /ro!ection Televisions. "ansui is committed to providing an integrated service to our customers, which consists of commitment to e(cellent product 'uality, up*to*date product design, competitive market pricing and constantly e(panding its distribution networks for easy access for our products. $ith this integrated service as our company goal, we constantly strive to e(cel ourselves. :ustomers world wide surely benefit from our services.

COMPAN: PROFI;E A,out SANSUI Bri)' Pro'i() "ansui Electric :o. <td. is a >apanese manufacturer of audio and video e'uipment. )ead'uartered in Tokyo, >apan, it is part of ?rande )oldings, a :hinese )ong @ong A based conglomerate, who also owns >apanese brands -kai and Bakamichi. +ounded in Tokyo in 1%&2, "ansui initially manufactured electronic parts, but by the 1%63 s had developed a reputation for making serious audio components. They were sold in foreign markets through that and the ne(t decade. "-B"CI s amplifiers and tuners from the 1%63s and 1%23s remain in demand by audio enthusiasts. In the C@ around 1%52, the "ansui -C*7131 amplifier and its more powerful sibling the -C*788, were highly acclaimed by audiophiles and were so well matched to a pair of @E+ :oda III speakers that they could be bought as a set from some outlets. These amplifiers used a comple( +eed A forward servo &

system which resulted in very low audiophile components.

2 n d order harmonic distortion. 7espite this

success, "ansui completely failed to follow up with further mass market

-s the mid 1%53 s arrived, sales were lost to competitors D"ony, /ioneer, and 4atsushita s TechnicsE. "ansui began to lose visibility in the Cnited "tates around company began to manufacturing high A end components in >apan. The company began to manufacture high*end television sets and other video e'uipment, but ceased e(portation. In the late 1%%3 s, the company s brand was used on video e'uipment manufactured by other companies. The current manufacturer of the rebranded sets is Frion Electric, based in Fsaka and +ukui, >apan. Its C.". subsidiary markets products under the "ansui brand, among others. "ansui is thus a mere umbrella brand at present. This radical change in "ansui s corporate identity has resulted in a notable change in its product 'uality as consumers now tend to consider "ansui a mass*market brand rather than a maker of high*end electronics.

R)c)nt A6%rd0
4ay, 2332 world most Ethical :ompanies DEthisphere 4agazineE >anuary, 2332 133 Gest :orporate :itizens. >anuary, 2332 +orbes, 2336 )onour =oll. 4arch, 2332-merica s most share holder friendly companies ;

4arch, 2332 Glack /earl -ward for :orporate E(cellence in ?ood "afety and Huality. -pril 2335 "ponsors Tele -ward 2332

SANSUI / INCHES ;CD TV ! PDP / Grand ,"ansui Bow, R0." 77< Rs.21663 for 3 months SANSUI /" INCHES ;CD TV ! K:UUTEN ;CD /" H Grand ,"ansui Bow, R0.1177< Rs.11330 for 3 months SANSUI *2 INCHES TV ! HR *2 E:E Br%nd 9S%n0ui No69 R0.242< Rs.1917 for 8 months SANSUI /* INCHES TV ! HR / E:E Grand ,"ansui Bow, R0.**/7< Rs.3763 for 3 months SANSUI /* INCHES TV ! HARDROCK /KWT Grand ,"ansui Bow, R0.5*7< 6

SANSUI * INCHES TV ! CINE SAR=AM * Grand ,"ansui Bow, R0.177< Rs.1330 for 3 months SANSUI < INCHES ;CD TV ! K:UUTEN ;CD <*H Grand ,"ansui Bow, R0.4 77< Rs.24997 for 3 months SANSUI /* INCHES TV ! HR // E:E Grand ,"ansui Bow, R0.*<47< Rs.3597 for 3 months SANSUI /< INCHES ;CD TV ! K:UUTEN ;CD /<2 Grand ,"ansui Bow, R0.*777< Rs.6663 for 3 months SANSUI /< INCHES ;CD TV ! K:UUTEN ;CD /< Grand ,"ansui Bow, R0.*777<

Rs.2730 for 3 months SANSUI *7 INCHES ;CD TV ! K:UUTEN ;CD *7 Grand ,"ansui Bow, R0.*577< Rs.6330 for 3 months

Rs.6663 for 3 months SANSUI *7 INCHES ;CD TV ! K:UUTEN ;CD *72 Grand ,"ansui Bow, R0.*577< Rs.6330 for 3 months

CONSUMER BEHAVIOR
The aim of marketing is to meet and satisfy target customers needs and wants. The field of consumer behaviour studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or e(periences to satisfy their needs and desires. The consumer buyer behaviour is the buying behaviour of final consumerAindividuals and households who buys goods and services for personal consumption. Cnderstanding consumer behaviour and 0knowing customers1 are never simple. :ustomers 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. Bevertheless, marketers must study their target customers preferences, and shopping and buying behavior, "tudying consumers provides clues for developing new products, product features, prices, channels, messages, and other marketing*mi( elements. wants, perceptions,

A Mod)( o' Con0u#)r B)-%.ior

-t one time, marketers could understand consumers through the daily e(perience of selling to them. Gut the growth of "ansui companies and markets has removed many marketing managers 2

from direct contact with customers. Increasingly, managers have had to rely on the 2 F s framework for consumer research to answer the following key 'uestions about any market, $ho constitutes the marketI $hat does the market buyI $hy does the market buyI $ho participates in the buyingI )ow does the market buyI $hen does the market buyI $here does the market buyI Fccupants Fb!ects Fb!ectives Frganizations Fperations Fccasions Futlets

The starting point for understanding buyer behavior is stimulus*response model shown below. 4arketing and environmental stimuli enter the buyer s consciousness. The buyer s characteristics and decision process lead to certain purchase decisions. The 4arketer 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 'uestions,

)ow do the buyer s characteristics*cultural, social, personal, and

psychological*influence buying behaviorI

)ow does the buyer make purchasing decisionsI

Marketing 0ti#u(i /roduct /rice /lace /romotion

Ot-)r 0ti#u(i Economic Technological /olitical :ultural

Bu&)r>0 c-%r%ct)ri0tic0 :ultural "ocial /ersonal /sychological

Bu&)r>0 d)ci0ion

Bu&)r>0 d)ci0ion

$roc)00 /roblem =ecognition /roduct choice Information search Evaluation 7ecision Grand choice 7ealer choice /urchase Timing /urchase amount

/ost /urchase Gehaviour

FACTORS AFFECTIN= CONSUMER BEHAVIOR

:onsumer purchases are influenced strongly by cultural, social, personal, and psychological characteristics. +or most marketer cannot control such factors, but they must take them into account. ?%@ CU;TURA; FACTORS :ulture factors e(ert 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@ Cu(tur)* the set of basic values, perception, wants and behavior of the sansui tv institutions. ?ii@ Su,cu(tur)! a group of people with shared values system based on common life e(periences and situations of the colour television. ?iii@ Soci%( c(%00* relatively permanent and division in a society house members share a similar values, interests, and behavior of the which brand of colour tv.
%

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

?,@ SOCIA; FACTORS - consumer s behavior is influenced by social factors, such as the consumer small group, family and social roles and status ?i@ =rou$* Two or more people who interact to accomplish individual l or mutual goals. "trongly influence buyer behavior ?iii@ Ro() %nd St%tu0* =ole consist of the activities people are e(pected To perform according to the persons around them "tatus reflect the general esteem given to it by the society. /eople choose the products that show their status in the society. ?c@ PERSONA; FACTOR - buyer decision of "ansui tv also are influenced by personal characteristics such as the buyer s age life style, and life cycle stage, occupation ,economic situation , lifestyle , and personality and self concept depend upon the personal factor. ?i@ A+) %nd ;i') c&c() 0t%+) * /eople change the goods and services they buy over their lifetime. Tastes of the people undergo change with their age. +amily life cycle* the stages through which families might pass as they mature over time. DiiE Occu$%tion A - person s occupation also affect the goods and services they bought. DiiiE ;i') St&()* - person s pattern of living as e(pressed in his9her activities, interest, and opinion. DivE P)r0on%(it&*- person s distinguishing psychological characterstics that lead to relatively consistent and lasting responses to his or her own environment. ?ii@ F%#i(&* The family members Dhusband, wife, and childrenE can

13

?d@

PS:CHO;O=ICA; FACTORS - person s buying "ansui T# are influenced by four ma!or psychological

factors, motivation, perception, learning, and beliefs and attitudes. ?i@ Moti.%tion! - need that is sufficiently pressing to direct the person to seek satisfaction of the need. ?ii@ P)rc)$tion* The process by which people select, organize, and interpret information to form a meaningful picture of the world. Diii@ ;)%rnin+* :hanges in the individual s behavior arising from e(perience. DivE B)(i)'0 %nd Attitud)* Gelief is a descriptive thought a person hold about something -ttitude is a person s consistently favorable or unfavorable evaluation, feelings, and tendencies towards an ob!ect or idea.

S6ot An%(&0i0 o' S%n0ui TV

Str)n+t-0 1. "pecialist in "ound +eature 2. )ighly focus on =esponse Time 8. )ighly focus on 7elivery time &. ?ood internal environment ;. :heap /rice 6. ?lobal acceptance 11 W)%An)00)0 1. <ow market penetration 2. Bo e(clusive show rooms 8. -dvertising "trategies &. /ositioned itself as a

mass

marketer ;. <ess focus on unconventional channel 6. /roduct demo not available 2. Bot providing good service

O$$ortunit& 1. 4oving into

new

T-r)%t0 attractive 1. - new competitor in your own home market. 2. :ompetitor has a new, innovative

market segments. 2. Tapping of rural market 8. +ocussed on >oint

substitute product or service. unconventional 8. Increased trade barriers. venture of &. Increased trade barriers

channels &. 4ergers,

strategic alliances

OBJECTIVES OF THE STUD:

The buying behavior of the consumer with regard to "-B"CI T# is influenced by number of e(ternal 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 "-B"CI T# so the main aim of my study was,* To determine the most preferred brand. To determine the most preferred features that the consumers look for while the selection of "-B"CI brand. To determine the level of satisfaction with regard to services provided retailers and brand already owned by the consumer.

12

R)0)%rc- M)t-odo(o+& 1. 2. 8. &. ;. +ormulating the ob!ectives of the study. Identity and defining problem "electing a research method. surveys. interview and other methods. :ollecting the "econdary data through company web sites, !ournals and -nnual =eport. Evaluating the data and interpreting the results.

D%t% co(()ction9 Pri#%r& D%t% /rimary data of research are collected from direct resources Dcustomer of colour televisionE through 'uestionnaire.
18

S)cond%r& D%t% "econdary 7ata which are used for research to know the history scop of "ansui industry are collected from already available resources like net and other sources.

S%#$(in+ t)c-niBu) :onvenience sampling is used for research pro!ect. I have given e'ual weight ages to my all respondent and chose them randomly without any biased like gender, age, income culture. S%#$() 0iC) 133 respondents has selected as sample size for research. D%t% r)$r)0)nt%tion t)c-niBu) %nd too(0 :olumns chart J /ie chart has used for representation.

REVIEW OF ;ITERATURE
=.I. H)%(d ?*74<@ 0The relationship of intentions to buy consumer durabbles with the levels of purchace1This paper states the traditional short*term econometric forecasting models for durables and generally represents e(penditure as a function disposable income relative price an inde( of purchase control and as an estimation of total stock of durables. J. PicA)rin+ ?*745@ 0The 7urable /urchasing Gehaviour of the individual )ousehold1 )e /oints out that cross Asectional investigations perform reasonably well in e(plaining individual household behavior. Goth in terms of level of outlay on consumers durables and in identifying purchasers of particular commodities. S%iA%t B%n)r3)) ?/<<5@D7imensions of Indian culture, core cultural, values and marketing implications1 )e e(plained that the behavior of a consumer largely depends on interplay between inner self and outer stimuli. :onsumption decision made in the market cannot be

1&

viewed as an independent event. It is closely related with values and social relationship and cultural allegiance. M%nd%r N%r)0- D-u#%( %nd A.i0-A%r T%&%d) ?/<<5@ 0=ural marketing* Cnderstanding the consumer behaviour and decision process1 e(plained in this paper rural population account for 23K of the indian population and it is increasing at the high rate in comparision to urban population. The buyer of rural and urban area different in their characteristics while buying any product. The reason behind its differentiation are many like.* -ge and life style. Fccupation. Economic situation <ife style. /ersonality and self concept. /sychological factors like perception cognition and motivation. Guying decision of the consumer of different age occupation differ from rural area to urban area the rural area is move bounded by the tradition , custom, and value which bring a gigantic change in the life style and personality of the customers of the rural area in comprasion to urban area. $here people are more attached towards the welter cultural now per capita income of the consumers in the rural area restrict them for low consumption pattern as compared to urban population. $here the consumers are brand conscious and are ready to pay high. =ur%. Kun%(?/<<5@ 0Impact of relationship marketing strategy in customer loyality1 e(plained in this paper that their need to be developed customer loyality and pay the much more concentration on marketing strategy and relationship between promotional schemes, customer trust, and customer face to face communication. C-%tto$%d-&%& T%n#%& %nd S-i.%ni S-r%dd-% ?/<<7@E 7o multiple time consumers also observe imperfectly. The case of automobile consumers in India1 )e e(plained the customers holistic perceptions of the e(tra value due to brand name. The researcher also e(plained that any organization that makes a new product for society always takes care of products, price, brand name, 'uality and perceptions of the consumers. ?enerally consumer perceptions is that higher price is associated with better 'uality of the product which may not be true. Pro'. S-i($%. S.KoA%tnur ?/<<7@ 0:onsumer perception brands. -n Empirical e(aminations1. in this study researcher observed that consumers on 'uality , money, packaging, taste, price, and 1;

brand image of products. Therefore there is a need of making brand image image in front of customer. Su#%n+%() %nd U$$%r ?/<<7 @ /urchasing /ractices of consumer durables -mong +arm +amilities of gada! 7istrict 0)e pointed out that selected ;K of villages of gada! district for a primary survey. They used purposive sampling for the survey to re'uire practices of consumer durables. The household purchased food items on a weekly basis from nearby town.17aily wear of women and men and kids were purchased once in si( months. Gut used credit and instalment system for purchasing motorcycle and television friends were their sources of information for purchased. J.;i((&. ?/<*<@ 0:ustomer perception and /reference towards Granded /roducts. $ith "pecial =eference to Television sets1. )e points out that to move consumers from trial to preference, brands need to deliver on their value proposition, as well as dislodge someone else from the customer s e(isting preference sets. /reference is a scale, and brand moves up, down and even off that scale with and without a vigilant brand management strategy. /ricing, promotional deals and products availability. -ristotle professed, -ttaining and sustaining preference is an important step on the road to gain brand loyalty. This will help to generate more revenue, gain greater market share and beat off the competition. M%AA%r Ur.%0-i %nd D-&%ni Vi3)ndr% ?/<*< E 0:onsumer perception towards different media options.*-n empirical study of rural and urban perspective1 e(plained in this paper helps the marketers to focus attention on the diverse media vehicles in general and media specifically. $hich are the key buying guides for the customers in urban markets. /rovide insight in the formulation of further media strategy by the marketers enabling them to focus on right media choice and media mi( once thing that is sure is that the media is having a dramatic impact on the consumption patterns of the consumers irrespective of their affiliation to certain geographical location rural and urban and their gender. Even in this new business environment where electronic transactions are becoming the norms. )e use of other media option to document business transaction is e'ually important. "pecifically for the rural customers indeed as per the current researches.

16

R%ni .S. S%At-i.)( ?/<*<@ 0:onsumer behaviour in rural market -*G*:*7 paradigm and its application1 e(plained in this paper the most important difference between the rural and urban is in degree of sophistication of the consumer. Crban consumers are generally familiar with such products home their address and value related to purchase and consumption will be different. The conversion of rural consumers to purchase sophistication products is great challenge for the markets. Gut this kind ensure a good demand for sophistication product in the future here in the marketer may have to work harder to sell their goods in rural areas because of diversity of value and attitude present in three region. Cse term such as 0new and improved1 since these may be effective in rural areas. E(amine the obstacles in the path of consumers access to information and illiteracy and diverse methods to overcome these kind of obstacles note the cultural similarities in consumer behaviour which might allow standardization of marketing strategies across countries however it must be noted that it is possible to capitalize on the similarties among the rural markets. "everal researcher have suggested to possibilities of clustering area which allow the standardization of marketing strategies across these region.

DATA ANA;:SIS

*. Occu$%tion

"ervice Gusiness man

&2K ;5K

12

D%t% Int)r$r)t%tion9 In total respondent we analyse that most of the people are businessman ;5K and &2Kpeople are service man in =a!kot or out of the city.

/. Do &ou -%.) TV %t &our -o#)F

Les Bo

53K 23K

15

D%t% Int)r$r)t%tion , In total respond we analyse that show the chart 53K people have a colour television and 23K people have not tv.

1. W-ic- ,r%nd do &ou -%.)F

1%

"ony "ansui "amsung Fnida <g #ideocon

83K 1;K 1;K 13K 8;K ;K

D%t% Int)r$r)t%tion9 -lthough there is lot many competitors in television section among all this <? is the leading market share ."how the data many colour T# :ompany are available in the market. Then sony tv consumer are 83K, "ansui tv consumer are 1;K,"amsung tv consumer are1;K,onida tv consumer are 13K, lg tv consumer are 8;K,and #ideocon consumer are 13K.<g customer are more than compare to "ansui tv.

. Fro# 6-)r) &ou co#) to Ano6 %,out t-i0 Br%ndF

-dvertisement 7ealer "uggestion +riends J =elatives Bewspaper ;;K 1;K 2&K 6K

23

D%t% Int)r$r)t%tion9 In total respondent we analyses that most of the customers are attract on advertisement of the product and the decide of the buy a product. "how the data ;;K people are known to the product of advertisement, 1;K people are depend on dealer suggestion, 2&K people are depend on friends and relative suggestion, and 6K people are news advertisement.

2. W-%t F%ctor0 in'(u)nc)0 &ou to $urc-%0) t-) $roductF

/rice +eature

8;K

15%
83K

Hualit y

21

-fter "ales service /rovidingma(imum ?uarantee /eriod

13K 13K

D%t% Int)r$r)t%tion9 In total respondent we analyses that most of the consumer see the price, feature ,sales service, 'uality and providing ma(. ?uarantee period see to the consumer and decide to the product buy or not buy. "how the data many consumers want of 'uality.

". W-o in'(u)nc)0 &ou #or) to $urc-%0) t-) $%rticu(%r Br%ndF

$ife +riends J =elative

23K 2;K

22

"on 9 7aughter Bo Gody

8;K 23K

D%t% Int)r$r)t%tion9 In total respondent we analyses that most of the consumer influence more purchase to particular product take the suggestion of wife, friends and relative, son9daughter, and no body. "how the data many consumer are influence of son9daughter.

28

4. I' %r) &ou %6 %r) o' S%n0uiF

Les Bo 28K 22K

D%t% Int)r$r)t%tion9 In total respondent we analyses that most of the consumers D28KE are aware of the "ansui product and 28K consumers are not aware of the "ansui product.

2&

5. W-& don>t &ou u0) S%n0ui TVF

)igh /rice /oor Hualit y <ess awareness -ny other

2&K &6K 13K 23K

D%t% Int)r$r)t%tion9 In total respondent we analyses that most of the consumer don t use "ansui T# many reasons high price, poor 'uality, less awareness, and any other. 4any consumer are not use of the sansui provide of poor 'uality.

2;

7. Do &ou 0)tu$ &our #ind to $urc-%0) %n& TV in 'utur)F

Les Bo

5;K 1;K

D%t% Int)r$r)t%tion

In total respondent we analyses that most of the customer are set up of the mind purchase of the colour television in last si( month.

26

*<.

I' &)0G t-)n 6-ic- Br%ndF

"ony "ansui "amsung <? Fther 25K 16K 15K 82K 6K

D%t% Int)r$r)t%tion! In total respondent we analyses that most of the consumer are buy of the colour television want to consumer <? and sony compare to other company.
22

RECOMMENDATION

I recommended that "-B"CI should also concentrate more in technological advancements which more of the consumers are e(pecting now in the present world. In the same way "-B"CI can also concentrate and try launching <E7 s which will be the future after <:7 s. The after sales service must be taken care of every point of time because worst backup service may spread negative image among the potential consumers therefore affecting sales drastically care should be taken for that "-B"CI can also improve its range of products from the current to advanced, it can launch various home appliances inductions which more consumers are referring now instead to be more cost effective, in the same way can also introduce more models. "imilarly "-B"CI has good base here in the region =->@FT where the study was conducted but unfortunately it fails to utilize it fully up to the level, hence it must be taken in mind and measures should be framed for utilizing the capacity. It can be effectively done through various sales promotions activities and building a good rapport with the 7ealers and distributors in the locality because they only act as the mains source for supplying the products.

25

The /C<< and /C") strategies must be often discussed with them for effectively marketing the products. #arious offers and Incentives can be offered to them apart from doing so to :onsumers in order to improve the sales effectively. 4ost of the dealers here in this region are dealing with #arious brands simultaneously so care must be taken that "-B"CI should be their first preference selling it to the consumers. )ence it should be considered and various offers and dealings should be made with them.

CONC;USION9

"-B"CI a part from concentrating in the 'uality and improvement of its products can also try to improve its reach to the consumers. :onsumers are always in search for good 'uality with affordable price so "-B"CI can go with such an idea of capturing the market by attracting of consumer .

2%

8UESTIONNAIRE
1. Bame 2. -ge iE 2;*83 years M N iiiE 8;*&3 years M N 8. Fccupation iE Gusiness M N iiE "ervice M N &. E*mail I7 ;. /hone Bo 6. 7o you have T# at your homeI iE Les M N 2. $hich Grand do you haveI ***************************************** 5. $hat made you choose the GrandI 83 iiE Bo M N iiE 83* 8; years M N ivE &3*&; years M N

****************************************** %. +rom where you come to know about this GrandI iE -dvertisement M N iiiE +riends J =elatives M N 13. iiE 7ealer "uggestion M N ivE Bewspaper M N

$hat +actors influences you to purchase the productI iE /rice M N iiiE -fter "ales "ervice M N iiE +eature M N ivE Huality M N

vE /roviding ma(imum ?uarantee /eriod M N

11.

$ho influences you more to purchase the particular GrandI iE $ife M N iiE +riends J =elative M N iiiE "on 9 7aughter M N ivE Bo Gody M N

12.

If are you aware of "ansuiI iE Les M N iiE Bo M N

18. 1&.

$hich +eatures have "ansui T# do you find interestingI $hy don t you use "ansui T#I iE )igh /rice M N iiiE <ess awareness M N iiE /oor Huality M N ivE -ny other M N

1;.

7o you setup your mind to purchase any T# in futureI iE Les M N iiE Bo M N

16.

If yes, then which GrandI iE "ony M N iiiE <? M N vE Fther M N iiE "amsung M N I#E "ansui M N

81

REFERENCES

BOOKS9 "chiffman and kanuk, consumer behavior. W),0it)

http,99www.sansui.com http,99info.shine.com9company94I=:*Electronics*<td9%13.asp(

http,99www.euromonitor.com9:onsumerO-ppliances

1. ?.I. )eald D1%23E 0The relationship of intentions to buy consumer durables with levels of purchase1D European !ournal of marketing, #olume. &, /age , 52*%2 2. >. /ickering, D1%25E 0 The durables purchasing behaviour of the individual household1 DEuropean !ournal of marketing, #olume, 12, /age, 125*1%8 8."aikat Ganer!ee D2335E 07imention of Indian cultural, core cultural values and marketing implication1 D :ross cultural management -n international !ournal, #olume, 1; /age, 862*825 82

&. :hattopadhyay Tanmay, "hivani "haaddha and @rishnan 4ahesh D233%E. 07o multiple time consumers aiso observe imperfectly. The case of automobile consumers in India1 D Indian !ournal of marketing, !une *233%, #olume A(((i(, Bo*6, /age number &3*&2E ;./rof. "hilpa s. @okatnur D233%E. 0:onsumer perception of private brands. -n empirical e(amination1DIndian !ournal of marketing, !anuary*233%, volume*8% D1E, page 85*&8E 6.>.<illy. D2313E 0:onsumer perception and preference towords branded products Dwith special reference to television setsE1 DIndian !ournal of marketing, +ebruary*2313, #olume*&3, Bumber* 2, /age &%*;; 2."umangale and Cppar D233%E, 0/urchasing practices of food, clothing, and consumer durables among farm familities of gada! district1 DIndian !ournal of marketing, 7ecember*233%,#olume* (((i(,Bumber*12, /age &%*61 5.4ishra )ari ?ovind and :hetan 4aha!an D2335E, 07etermination of potential for customer satisfaction and dissatisfaction in model handset using kono model1 DIndian !ournal of marketing, march*2335,#olume*85D11E, /age 35*18E %."araranan.". D2335E,1- study on consumer behaviour of women with special reference to durable goods in coimbatore Tamilnadu1 DIndian !ournal of marketing, 4ay*2313, #olume* &3,Bumber*;, and /age 86*&2E 13.4akkar Crvashi and 7hyani #i!endra D2335E, 0:onsumer perception towords different media option. -n empirical study of rural and urban perspective1DIndian !ournal of marketing, 4ay* 2313, #olume*&3, Bumber*;, /age &8*;1 11.4illikar!una.#. -nd ?.4ohan @rishna D2335E, 0:ustomer switching behaviour A-n evaluation of factor affecting mobile users1 DIndian !ournal of marketing, 4arch* 2313,#olume* &3, Bumber*8, page &2*&% 12.=ani. ". "akthivel D2313E , 0:onsumer behaviour in rural market -*G*:*7 paradigm and its application1 DIndian !ournal of marketing, >anurary*2313, #olume*((((, Bumber*1, page 85*&5 88

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