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A

PROJECT REPORT ON
MARKETING STRATEGIES OF
TOP FIVE BRANDS OF

TELEVISION
for the Partial fulfillment the
Degree of
MASTER OF BUSINESS
ADMINISTRATION
FROM DEPARTMENT OF BUSINESS
STUDIES

SESSION -2012-13
UNDER GUIDANCE

MISS RITU KHATRI

SUBMITTED BY
AMIR KHAN

MBA IST SEM.


ROLL NO.

PREFACE
The Project work is field which uses tools and techniques to transfer
subjectivity in the environment into objectives, also the findings of the
research, when applied show results, which can be measured and evaluated
so there is feedback this is what makes it a dynamic activity.
This survey is an analytical study of a different facts of the product.
The focus is given on the Brand profile. This MARKETING
STRATEGIES OF TOP FIVE BRANDS OF TELEVISION is for the
partial fulfillment of MBA IST SEM.
The idea behind this project is to give practical knowledge and to
make them to face real life situation. The project survey is commonly used
for the collection from the respondents through questionnaire. In this
method statistical techniques have been used systematically. This project
survey is not only with my own efforts but also that of others.

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was
fortunate enough to get support from a large number o persons. I wish to
express my deep sense of gratitude to all those who generously helped in
successful completion of this report by sharing their invaluable time and
knowledge.
It is my proud and previledge to express my deep regards to Respected
, Head of Department Dr.Pramesh Gautam, Department of Business
Management , SVNU, SAGAR for allowing me to undertake this project.
I feel extremely exhilarated to have completed this project under the
able and inspiring guidance of Miss Ritu Khatri She rendered me all possible
help me guidance while reviewing the manuscript in finalising the report.
I also extend my deep regards to my teachers , family members ,
friends and all those whose encouragement has infused courage in me to
complete to work successfully.

AMIR KHAN
MBA IST SEM.

CERTIFICATE
The project report titled " MARKETING STRATEGIES OF
TOP FIVE BRANDS OF TELEVISION" been prepared by AMIR KHAN

MBA IST Semester , under the guidance and supervision of MISS


RITU KHATRI for the partial fulfillment of the Degree of MBA.

Signature of the

Signature of the

Signature of the

Supervisor

Head of the Department

Examiner

DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " MARKETING


STRATEGIES OF TOP FIVE BRANDS OF TELEVISION" on
Market Segmentation is nay own work conducted under the
supervision of MISS RITU KHATRI Department of Business
Management , SVNU, SAGAR To the best of my knowledge the
report does not contain any work , which has been submitted for
the award of any degree , anywhere.

AMIR KHAN
MBA IST SEM.

CONTENTS

PREFACE
ACKNOWLEDGEMENT
CERTIFICATE
DECLARATION

CHAPTER I INTRODUCTION
ABOUT PROJECT
AN INSIGHTOF COMPANY HISTORY
MISSION AND VISION
STANDING POSITION OF COMPANY
BRAND VALUE
CHAPTER II OBJECTIVE OF THE STUDY
CHAPTER III RESEARCH METHODOLOGY
CHAPTER IV MARKET ANALYSIS
OVERVIEW
BRANDS
CHAPTER V CONSUMER GROUPS
CONSUMER BEHAVIOUR
CHAPTER VI PRODUCT PROFILE
PLAN FOR PRODUCT MIX
PRODUCT RANGE
CHAPTER VII MARKETING STRATEGY
PRICING
POSITION AND DISTRIBUTION
PROMOTION
CHAPTER VIII ABOUT COMPETITORS
COMPETITOR FOR PRODUCT
PRICE OF COMPETITOR PRODUCT
CHAPTER IX DATA ANALYSISAND INTERPRETATION
CHAPTER X LIMITATION
CHAPTER XI CONCLUSION & SUGGESTION
BIBLIOGRAPHY
QUESTIONNAIRE

INTRODUCTION
Television

Television, or TV for short, , meaning "far", and Latin visio, meaning


"sight") is a telecommunication medium for transmitting and receiving
moving images that can be monochrome (black-and-white) or colored, with
or without accompanying sound. "Television" may also refer specifically to
a television set, television program, or television transmission.
Commercially available since the late 1920s, the television set has become
commonplace in homes, businesses and institutions, particularly as a vehicle
for advertising, a source of entertainment, and news. Since the 1950s,
television has been the main medium for moldingpublic opinion. Since the
1970s, the availability of video cassettes, laserdiscs, DVDs and now Blu-ray
Discs have resulted in the television set frequently being used for viewing
recorded as well as broadcast material. In recent years, Internet television has
seen the rise of television available via the Internet through services such
as iPlayer and Hulu.
In 2009 78 percent of the world's households owned at least one television
set, an increase of 5% over 2003.
Although other forms such as closed-circuit television (CCTV) are in use, the
most common usage of the medium is for broadcast television, which was
modeled on the existing radio broadcasting systems developed in the 1920s,
and uses high-powered radio-frequency transmitters to broadcast the
television signal to individual TV receivers.
The broadcast television system is typically disseminated
via radio transmissions on designated channels in the 54890 MHzfrequency
band.[3] Signals are now often transmitted with stereo or surround sound in
many countries. Until the 2000s, broadcast TV programs were generally
transmitted as an analog television signal but during the decade several
countries went almost exclusively digital.

A standard television set comprises multiple internal electronic circuits,


including those for receiving and decoding broadcast signals. A
visual display device which lacks a tuner is properly called a video monitor,
rather than a television. A television system may use different technical
standards such as digital television (DTV) and high-definition
television (HDTV). Television systems are also used for surveillance,
industrial process control, and guiding of weapons, in places where direct
observation is difficult or dangerous. Some studies have found a link between
infancy exposure to television and ADHD.

History
In its early stages of development, television employed a combination
of optical, mechanical and electronic technologies to capture, transmit and
display a visual image. By the late 1920s, however, those employing only
optical and electronic technologies were being explored. All modern
television systems relied on the latter, although the knowledge gained from
the work on electromechanicalsystems was crucial in the development of
fully electronic television.

The

first

images

transmitted

electrically

were

sent

by

early

mechanical fax machines, including the pantelegraph, developed in the late


nineteenth century. The concept of electrically powered transmission of
television images in motion was first sketched in 1878 as the telephonoscope,
shortly after the invention of the telephone. At the time, it was imagined by
early science fiction authors, that someday that light could be transmitted
over copper wires, as sounds were.
The idea of using scanning to transmit images was put to actual practical use
in 1881 in the pantelegraph, through the use of a pendulum-based scanning
mechanism. From this period forward, scanning in one form or another has
been used in nearly every image transmission technology to date, including
television. This is the concept of "rasterization", the process of converting a
visual image into a stream of electrical pulses.
In 1884, Paul Gottlieb Nipkow, a 23-year-old university student in Germany,
[5]

patented the first electromechanical television system which employed

a scanning disk, a spinning disk with a series of holes spiraling toward the
center, for rasterization. The holes were spaced at equal angular intervals
such that, in a single rotation, the disk would allow light to pass through each
hole and onto a light-sensitive selenium sensor which produced the electrical
pulses. As an image was focused on the rotating disk, each hole captured a
horizontal "slice" of the whole image.[6]
Nipkow's

design

would

not

be

practical

until

advances

in amplifier tube technology became available. Later designs would use a


rotating mirror-drum scanner to capture the image and a cathode ray
tube (CRT) as a display device, but moving images were still not possible,
due to the poor sensitivity of the selenium sensors. In 1907, Russian
scientist Boris Rosing became the first inventor to use a CRT in the receiver

of an experimental television system. He used mirror-drum scanning to


transmit simple geometric shapes to the CRT.

Using a Nipkow disk, Scottish inventor John Logie Baird succeeded in


demonstrating the transmission of moving silhouette images in London in
1925,[8] and of moving, monochromatic images in 1926. Baird's scanning disk
produced an image of 30 lines resolution, just enough to discern a human
face, from a double spiral of Photographic lenses.[9] This demonstration by
Baird is generally agreed to be the world's first true demonstration of
television, albeit a mechanical form of television no longer in use.
Remarkably, in 1927, Baird also invented the world's first video
recording system, "Phonovision": by modulating the output signal of his TV
camera down to the audio range, he was able to capture the signal on a 10inch wax audio disc using conventional audio recording technology. A
handful of Baird's 'Phonovision' recordings survive and these were finally
decoded and rendered into viewable images in the 1990s using modern
digital signal-processing technology.[10]
In 1926, Hungarian engineer Klmn Tihanyi designed a television system
utilizing fully electronic scanning and display elements, and employing the
principle of "charge storage" within the scanning (or "camera") tube.
On 25 December 1926, Kenjiro Takayanagi demonstrated a television system
with a 40-line resolution that employed a CRT display at Hamamatsu

Industrial High School in Japan. [15] This was the first working example of a
fully electronic television receiver. Takayanagi did not apply for a patent.[16]
By 1927, Russian inventor Lon Theremin developed a mirror-drum-based
television system which used interlacing to achieve an image resolution of
100 lines.

In 1927, Philo Farnsworth made the world's first working television system
with electronic scanning of both the pickup and display devices, [18] which he
first demonstrated to the press on 1 September 1928.[18][19]
WRGB claims to be the world's oldest television station, tracing its roots to
an experimental station founded on 13 January 1928, broadcasting from
the General Electric factory in Schenectady, NY, under the call letters
W2XB.[20] It was popularly known as "WGY Television" after its sister radio
station. Later in 1928, General Electric started a second facility, this one in
New York City, which had the call lettersW2XBS, and which today is known
as WNBC. The two stations were experimental in nature and had no regular
programming, as receivers were operated by engineers within the company.
The image of a Felix the Cat doll, rotating on a turntable, was broadcast for 2
hours every day for several years, as new technology was being tested by the
engineers.
At the Berlin Radio Show in August 1931, Manfred von Ardenne gave the
world's first public demonstration of a television system using a cathode ray

tube for both transmission and reception. The world's first electronically
scanned television service then started in Berlin in 1935. In August 1936,
the Olympic Games in Berlin were carried by cable to television stations in
Berlin and Leipzig where the public could view the games live.
In 1935, the German firm of Fernseh A.G. and the United States firm
Farnsworth Television owned by Philo Farnsworth signed an agreement to
exchange their television patents and technology to speed development of
television transmitters and stations in their respective countries.
On 2 November 1936, the BBC began transmitting the world's first public
regular high-definition service from the Victorian Alexandra Palace in north
London.[23] It therefore claims to be the birthplace of television broadcasting
as we know it today.
In 1936, Klmn Tihanyi described the principle of plasma display, the
first flat panel display system.
Mexican inventor Guillermo Gonzlez Camarena also played an important
role in early television. His experiments with television (known as
telectroescopa at first) began in 1931 and led to a patent for the "trichromatic
field sequential system" color television in 1940.
Although television became more familiar in the United States with the
general public at the 1939 World's Fair, the outbreak of World War
II prevented it from being manufactured on a large scale until after the end of
the war. True regular commercial television networkprogramming did not
begin in the U.S. until 1948. During that year, legendary conductor Arturo
Toscanini made his first of ten TV appearances conducting the NBC
Symphony Orchestra,[27] and Texaco Star Theater, starring comedian Milton
Berle, became television's first gigantic hit show. Since the 1950s, television
has been the main medium for molding public opinion.

Amateur

television (ham

TV or ATV)

was

developed

for non-

commercial experimentation, pleasure and public service events by amateur


radio operators. Ham TV stations were on the air in many cities before
commercial TV stations came on the air.
In 2012, it was reported that television revenue was growing faster than film
for major media companies.
Programming
See also: Television program and Category:Television genres
Getting TV programming shown to the public can happen in many different
ways. After production, the next step is to market and deliver the product to
whatever markets are open to using it. This typically happens on two levels:
1. Original Run or First Run: a producer creates a program of one or
multiple episodes and shows it on a station or network which has
either paid for the production itself or to which a license has been
granted by the television producers to do the same.
2. Broadcast syndication: this is the terminology rather broadly used to

describe secondary programming usages (beyond original run). It


includes secondary runs in the country of first issue, but also
international usage which may not be managed by the originating
producer. In many cases, other companies, TV stations or individuals
are engaged to do the syndication work, in other words, to sell the
product into the markets they are allowed to sell into by contract from
the copyright holders, in most cases, the producers.
First run programming is increasing on subscription services outside the U.S.,
but few domestically produced programs are syndicated on domestic free-toair (FTA) elsewhere. This practice is increasing however, generally on

digital-only FTA channels, or with subscriber-only first-run material


appearing on FTA.
Unlike the U.S., repeat FTA screenings of an FTA network program almost
only occur on that network. Also, affiliates rarely buy or produce nonnetwork programming that is not centred around local programming.

LG ELECTRONICS

Established in 1997, LG Electronics India Pvt. Ltd., is a wholly owned subsidiary


of LG Electronics, South Korea. In India for a decade now, LG is the market leader
in consumer durables and recognized as a leading technology innovator in the
information technology and mobile communications business . LG is the
acknowledged trendsetter for the consumer durable industry in India with the
fastest ever nationwide reach, latest global technology and product innovation. One
of the most formidable brands, LGEIL has an impressive portfolio of Consumer
Electronics, Home Appliances, GSM mobile phones and IT products. LG
Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South
Korea was established in January, 1997 after clearance from the Foreign
Investment Promotion Board (FIPB). The trend of beating industry norms started
with the fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with
the commencement of operations in May 1997. LG set up a state-of-the art
manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of
Rs 500 Crores. This facility manufactured Colour Televisions, Washing Machines,
Air-Conditioners and Microwave Ovens. During the year 2001, LG also
commenced the home production for its eco-friendly Refrigerators and established
its assembly line for its PC Monitors at its Greater Noida manufacturing unit.
The beginning of 2003 saw the roll out of the first locally manufactured Direct
Cool Refrigerator from the plant at Greater Noida.In 2004, LGEIL also up its
second Greenfield manufacturing unit in Pune, Maharashtra that commences
operations in October 2004.

Covering over 50 acres, the facility manufactures LCD TV, GSM Phones, Color
Televisions, Air Conditioners, Refrigerators, Microwave Ovens Color Monitors.

Both the Indian manufacturing units has been designed with the latest technologies
at par with international standards at South Korea and are one of the most Ecofriendly units amongst all LG manufacturing plants in the world.
LG has been able to craft out in ten years, a premium brand positioning in the
Indian market and is today the most preferred brand in the segment.

VISION
LG Electronics is pursuing the vision of becoming a true global digital leader,
attracting customers worldwide through its innovative products and design. The
companys goal is to rank among the top 3 consumer electronics and
telecommunications companies in the world by 2010. To achieve this, we have
embraced the idea of Great Company, Great People, recognizing that only great
people can create a great company.

LG TV

VIDEOCON

Videocon is a household brand name across the nation for consumer electronics and home
appliances. It is multi-faceted Rs. 3500 crore group, with the state of - the - art
manufacturing facilities all over India. This company was incorporated in 1984 with the
avowed purpose of producing world-class Color Television through a technical tie-up with
Toshiba Corporation of Japan. It has emerged as Indias leading brand of both color and
black & white TV. The range of consumer electronic products and home appliances
include Neuro-Fuzzy logic washing machines, user friendly no-frost refrigerators, music
systems, color televisions & VCRs. Apart from making products for Toshiba and Sansui
for their markets, Videocon is also setting-up manufacturing and marketing facilities in the
Middle East, Europe, Indonesia and South Africa.

Videocons Major Production Facilities are:

Videocon International Ltd., Chitegaon, Aurangabad.

Videocon International Ltd., Gandhinagar

Videocon Appliances Ltd., Chitegaon, Aurangabad

Videocon Narmada Electronics Ltd., Bharuch

Videocon VCR Ltd., Bhalgaon Aurangabad

TIME LINE

VIDEOCON TELEVISION

SAMSUNG INDIA
Samsung India is the hub for Samsungs South West Asia Regional operations. The
South West Asia Regional Headquarters looks after the Samsung business in
Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Samsung India
which commenced its operations in India in December 1995, today enjoys a sales
turnover of over US$ 1Bn in just a decade of operations in the country.
Headquartered in New Delhi, Samsung India has a network of 20 Branch Offices
and 40 Area Sales Offices located all over the country. The Samsung
manufacturing complex housing manufacturing facilities for Colour Televisions,
Colour Monitors, Refrigerators and Washing Machines is located at Noida, near
Delhi. Samsung Made in India products like Colour Televisions, Colour Monitors
and Refrigerators are being exported to Middle East, CIS and SAARC countries
from its Noida manufacturing complex.
Samsung India currently employs over 1600 employees, with around 18% of its
employees working in Research & Development.
SAMSUNG VISION
Samsung India's Vision entails helping people improve the quality of their lives by
providing them with superior quality, state-of-the-art technology products at the
right time and the right price. But beyond its role as a purveyor of quality products
in India, Samsung seeks to contribute to the economic growth of the country
though its export commitments and large scale production facilities generating
secured employment for hundreds of Indian people.
At Samsung, we strive to contribute to the development of the electronics and
components industry in India by enhancing the knowledge levels of our workforce
through the introduction of our advanced management systems and production
know-how in our manufacturing facilities by introducing

our Indian vendors to

our world class quality systems and helping them in improving them in their own
quality systems and production processes and setting benchmarks for the industry
both in terms of after sales service for our products, quality systems and
management techniques at our facilities or our products themselves.

At Samsung, we believe in returning to the community some of the profits we earn


from it, through the social causes we espouse. We view ourselves not as an MNC
operating in India, but as an 'Indian Company' operating here, conforming to the
laws of the country and committed to working for the Indian community.

SAMSUNG TELEVISION

ONIDA

Onida was started by Mr.G.L.Mirchandani and Mr.Vijay Mansukhani in 1981 in


Mumbai. In 1982, Onida started assembling television sets at their factory in
Andheri, Mumbai. Superior products and the combination of a distinctive voice, a
cutting-edge advertising strategy, and purposeful marketing ensured that Onida
became a household name. Over the years, Onida has strengthened its reputation
for the intelligent and pioneering application of technologies.
Onida Today
Onida today enjoys a strong equity among consumers making it one of the leading
brands in India. Our constant endeavor to introduce products of substance that offer
the very best in technology and the finest design have made Onida a leading player
in the electronics and entertainment business today.
Onida has recently made a foray in other household appliances including airconditioners, washing machines, DVDs, Plasma & LCD televisions and home
theatre systems.
For offices, Onida has also introduced state-of-the-art multi-media presentation
products.
The Network
Onida has a network of 33 branch offices, 208 Customer Relation Centers and 41
depots spread across India. MIRC Electronics shares are listed on the National and
Mumbai Stock Exchanges. The company enjoyed a market capitalization of
Rs.301.46 Cr. as on 31st March 2005.
The transition of Onida from a family-owned business to a professionally managed
company has largely been made possible by the vision of the Chairman &
Managing Director, Mr.G.L.Mirchandani.

ONIDA TELEVISIONS

Sony
Sony

Corporation commonly

referred

to

Japanese multinational conglomerate corporation


KnanMinato, Tokyo, Japan. Its

diversified

asSony,

is

headquartered

business

is

a
in

primarily

focused on the electronics, game, entertainment and financial services


sectors. The

company

of electronic products

is

one

for

the

of

the

leading

consumer

manufacturers

and

professional

markets. Sony is ranked 87th on the 2012 list of Fortune Global 500.
Sony Corporation is the electronics business unit and the parent
company of the Sony Group, which is engaged in business through its
four operating segments Electronics (including video games,
network services and medical business), Motion pictures, Musicand
Financial Services. These make Sony one of the most comprehensive
entertainment companies in the world. Sony's principal business
operations include Sony Corporation (Sony Electronics in the
U.S.), Sony

Pictures

Entertainment, Sony

Entertainment, Sony

Music

Computer

Entertainment, Sony

Mobile

Communications (formerly Sony Ericsson), and Sony Financial. Sony


is

among

the Worldwide

Leaders and third-largest

Top

television

20

Semiconductor

manufacturer in

the

Sales
world,

after Samsung Electronics and LG Electronics.


The Sony Group is a Japan-based corporate groupprimarily focused
on the Electronics (such as AV/IT products and components), Game
(such as PlayStation), Entertainment (such as motion pictures and
music), and Financial Services (such as insurance and banking)
sectors. The group consists of Sony Corporation (holding and
electronics), Sony Computer Entertainment (games), Sony Pictures
Entertainment (motion

pictures), Sony

Music

Entertainment (music), Sony/ATV

Music

Publishing (music

publishing), Sony Financial Holdings (financial services) andothers.


Its

founders Akio

Morita and Masaru

Ibuka derived

the

name

from sonus, the Latin word for sound, and also from the English slang
word "sonny", since they considered themselves to be "sonny boys",
a loan word into Japanese which in the early 1950s connoted smart
and

presentable

young

men. The

company's

current

is make.believe. Their former slogan was like.no.other.

Sony 32EX550 32 Inches LED HD TelevisionRs. 38,600

Sony KLV-32EX330 32 Inches HD LED TelevisionRs. 32,600

Sony KDL-32EX650 32 Inches LED Full HD Televi..Rs. 43,856

Sony KDL-32HX750 32 Inches LED 3D Full HD..Rs. 44,066

Sony Bravia 32 Inches Full HD LCD KLV-32CX420..Rs. 29,350

Sony KLV 22BX350 22 Inches LCD HD TelevisionRs. 13,478

Sony 26EX550 26 Inches LED HD TelevisionRs. 25,075

slogan

COLOUR TELEVISION
LG
Samsung
Onida
Videocon
Others

36
28
18
16
2
Others
2%
Videocon
16%

LG
36%

Onida
18%

Samsung
28%

OBJECTIVES OF THE STUDY


To analyze the television Market of Sagar.
To know about the marketing strategies of Television.
To analyze the factors influencing the customers to choose a particular brand
of Television.
To know the customers view towards Televisions of different brands.

CHAPTER - III

RESEARCH METHODOLOGY
According to Green and Tall A research design is the specification of the
methods and procedures for acquiring the information needed. It is the
overall operational pattern or framework of the project that stipulates which
information is to be collected, from where it is to be collected and by what
procedures
This research process based on primary data analysis and secondary data
analysis will be clearly defined to meet the objectives of the study.

1. PRIMARY DATA:
Questionnaire: Primary data was collected by preparing questionnaire and the
people were randomly being requested to fill them.

2. SECONDARY DATA:
Secondary data will consist of different literatures like books which are
published, articles, internet and websites.
In order to reach relevant conclusion, research work needed to be designed in
a proper way.
Research Design
A research design is the arrangement of conditions for collections and
analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedures. It is a descriptive cross sectional
design .It is the conceptual structure with in which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data.

It is needed because it facilitates the smooth sailing of the various research


operations, thereby making research as efficient as possible yielding maximal
information with minimal expenditure of effort, time and money.
In the preliminary stage, my research stage constituted of exploratory study
by which it is clear that the existence of the problem is obvious .So, I can
directly head for the conclusive research.
Sampling Plan
Sampling plan is a distinct phase of research process. In this stage I have
to determine who is to be sampled, how large should be the needed sample
and how sampling unit is to be selected.
Population
In my research, I have defined my population as a complete set of customers
of Sagar City.
Sample Survey
As compared to census study, a sample study has been conducted by us
because of:
Wide range of population, it was impossible to cover the whole
population
Time and money constraints.
Sample Size
Sample size is 30
Sample Technique
Sampling technique implies the method of choosing the sample items, the
two methods of selecting sample are:
Probability method.
Non-probability method.
Probability method is those in which every item of the universe has an
equal chance of the inclusion in the sample. Non-probability methods are
those that do not provide every item in the universe with known cause of
being included in the sample

CHAPTER - IV
MARKET ANALYSIS OF TELEVISION
LG
Samsung
Onida
Videocon
Others

36
28
18
16
2
Others
2%
Videocon
16%

LG
36%

Onida
18%

Samsung
28%

CHAPTER - V

CONSUMER GROUPS
CONSUMER BEHAVIOUR

In todays competitive scenario, business organizations in India are most


worried about the future uncertainty. An increasing number of market
planners are finding that growing complexity and uncertainty of the
environment are difficult to cope up. Behavioural dimension added new
complexity to marketing people. Still, there is no other alternative but to face
this situation. Organizations are continuously facing new equations in their
operating environment in every direction (Bettis & Hitt, 1995). Complex
competitive

status,

vulnerable

demand

forecast,

varying

consumer

preference, existence of too many brands, changing attitude of channel


intermediaries, shortening of the product lifecycle, (Hammer, 1997) are
making marketing decisions extremely difficult and risky. And here comes
the role of multidimensional analysis of a particular field.
In television market, situation is no way better. Television, as a product, is
getting the status of essential commodity inviting complicacies and
uncertainties. TV market has also one unique problem. It is on a developing
phase. A shift from rural to urban sector is continuously going on. Residential
areas in metros, mini metros, cities, towns and small towns are growing at
faster rate. Industrialization, infrastructure development, and extension of
areas under amusement and entertainment are creating huge scope for further
market growth. Social developments of community and upcoming upper
middle class with increasing purchasing power have marked this field as an
area of additional complicacies and uncertainties. In view of the growing
importance and market (Porter, 1980) it is proposed to carry out a study
covering factors affecting the consumer buying behaviour for television.
CTVs are mainly two types, namely Flat-panel TVs and Front Projection
TVs. On the basis of display mode, they are classified into LCD, Plasma,
DLP, and SXRD or LCOS. The 14", 20" and 21" televisions are the most
widely used which accounts for about 90% of the market in India. Flat screen
television is the fastest growing segment. Keeping this in view we have

restricted our study to these Flat-panel TVs only as Front-projection TVs are
not televisions in the most obvious sense.
The vital features that are considered by a consumer before buying a Flatpanel TV set includes: sound quality, DVD connection, remote control
facility, discount availability, durability, built in stabilizer, foreign
collaboration, proximity of dealers, price, picture quality etc. When more
than a dozen brands are aggressively pushing for a larger chunk of the market
claiming that they go well beyond picture quality and sound clarity; going for
the right model is all the more tough.
There are several units in the market that can be analyzed. Our main thrust in
this study is the consumer and their perception towards choosing LCD
Television. Keeping all these aspects in view, we have analyzed the attitude
of the consumers on the basis of the attributes, preferable brand, sound
quality, durability, recommendations, price, advertisement etc.

CHAPTER - VIII

ABOUT COMPETITORS
2.2 LEADING PLAYERS IN INDIAN LCD TELEVISION MARKET

Indian Television Brands

2.3 DIFFERENCIATION BY SIZE

CHAPTER - IX

DATA ANALYSIS & INTERPRETATION


Table 4.1
Following Data Analysis based Television retailers.
Q1. Which Television Selling much?
Option
LCD

No of the
Respondents
3

Percentage of
Respondents
30

CRT

70

Total

10

100

Interpretation:
30% of the customers buying LCD Television, but, 70% of the customers
buying CRT Television.
CHART 4.2

Percentage of Respondents
70

80
30
60
40
20
0

LCD

CRT

TABLE - 4.2
Q2.

Which Brand of LCD / CRT Television do you selling much in one month?
Option
Sony

Average of selling Percentage of


all Retailers
selling
70
35

LG

60

30

ONIDA

20

10

Videocon

15

7.5

Samsung

35

17.5

Total

200

100

Interpretation
35% of the retailers selling in Sony. That they Sale Samsung LCD / CRT TV,
17.5% , LG LCD / CRT TV and 30% , Onida 10% and 7.5% of the respondents
prefer Vidiocon.
CHART 4.2

Sony

LG

ONIDA

Videocon

Samsung

35

35
30

30
25
17.5

20
15

10
7.5

10
5
0

Average of selling

TABLE 4.3
Q3.

Rate the following factors you consider are important for building brand

image.
Option
Price

No of the
Respondents
2

Percentage of
Respondents
20

Clarity

40

Sound

10

Durability

Looks

10

Quality

20

Interpretation:
20% of the respondent says Price is the factor which build brand, 40% say Clarity
builds brand, 10% say sound quality, 10% say Looks, and 20% say Quality is the
most important factor for building brand image.
CHART 4.3

20%

20%

10%
0%
10%
40%

Price

Clarity

Sound

Durability

Looks

Quality

Q5. Why you prefer a particular brand of LCD / CRT Television?


Option
Known Product
Good Quality
Reasonable Price
More Value for Money
Other Reason

Percentage of Respondents
20
24
22
18
16

Percentage of Respondents
24
22
25

20
18
16

20
15
10
5
0
Known
Product

Good Quality Reasonable


Price

More Value
for Money

Other
Reason

Interpretation:
24% people say that good quality makes a brand preferable.

Q6.

Which brand of LCD / CRT Television is best in terms of Price?

Option
Samsung
LG
ONIDA
Videocon

No. of Respondents
24
20
20
36

No. of Respondents No. of Respondents


36
40
35

24
20

30
25

20

20
15
10
5
0

Samsung

LG

ONIDA

Videocon

Interpretation:
24% of the respondents say the price of Samsung LCD / CRT Television is less,
20% say Price of LG LCD / CRT Television is less, 20% say ONIDA LCD / CRT
Television has less price, 36% of the respondents say Videocon LCD / CRT
Television has less price.

Q7.

Which brand of LCD / CRT Television is best in terms of Clarity?

Option
Samsung
LG
ONIDA
Videocon

No. of Respondents
28
46
16
10

No. of Respondents
46
50
28

40
30

16
10

20
10
0

Samsung

LG

ONIDA

Videocon

Interpretation:
28% of the respondents say Samsung has very good clarity, 46% of the respondents
say LG LCD / CRT TV has very good clarity, 16% of the respondents say ONIDA
LCD / CRT TV has very good Clarity, 10% of the respondents say Videocon
LCD / CRT TV has best clarity.

Q8.

Which brand of LCD / CRT Television is best in terms of Sound Quality?

Option
Samsung
LG
ONIDA
Videocon

No. of Respondents
32
34
16
18

No. of Respondents
34

32
35
30

16

25

18

20
15
10
5
0

Samsung

LG

ONIDA

Videocon

Interpretation:
32% of the respondents say Sound of Samsung LCD / CRT Television is best, 34%
of the respondents say LG LCD / CRT Television is best in terms of Sound
Quality, 16% of the respondents say ONIDA LCD / CRT Television is best in
terms of Sound Quality, 18% of the respondents say Videocon LCD / CRT
Television is best in terms of Sound Quality.

Q9.

Which brand of LCD / CRT Television is best in terms of Durability?

Option
Samsung
LG
ONIDA
Videocon

No. of Respondents
32
34
14
20

No. of Respondents
34

32
35
30

20

25

14

20
15
10
5
0

Samsung

LG

ONIDA

Videocon

Interpretation:
32% of the respondents say Durability of Samsung LCD / CRT Television is best,
34% of the respondents say LG LCD / CRT TV, 14% of the respondents say
Durability of ONIDA TV & 20% of respondents say Videocon LCD / CRT TV.

Q10. Which brand of LCD / CRT Television is best in terms of Performance ?


Option
Samsung
LG
ONIDA
Videocon

No. of Respondents
24
36
22
18

No. of Respondents
36
40
35

24

22

30
25

18

20
15
10
5
0

Samsung

LG

ONIDA

Videocon

Interpretation:
24% of the respondents say Samsung LCD / CRT Television is best in terms of
Performance, 36% of the respondents say LG LCD / CRT Television is best in
terms of Performance,22% of the respondents say ONIDA LCD / CRT Television
is best in terms of Performance.& 18% of the respondents say Videocon LCD /
CRT Television is best in terms of Performance.

Q11. Which brand of LCD / CRT Television is best in terms of Features?


Option
Samsung
LG
ONIDA
Videocon

No. of Respondents
24
32
20
24

No. of Respondents
32
35

24

24

30

20

25
20
15
10
5
0

Samsung

LG

ONIDA

Videocon

Interpretation:
24% of the respondents say Features of Samsung LCD / CRT TV is best, 32% have
rated LG LCD / CRT as best in terms of its features, 20% of the respondents say
ONIDA LCD / CRT TV is best in terms features

Q12. Which brand of LCD / CRT Television is best in terms of Clarity?


Option
Samsung
LG
ONIDA
Videocon

No. of Respondents
28
46
16
10

No. of Respondents
46
50
28

40
30

16
10

20
10
0

Samsung

LG

ONIDA

Videocon

Interpretation:
28% of the respondents say Samsung has very good clarity, 46% of the respondents
say LG LCD / CRT TV has very good clarity, 16% of the respondents say ONIDA
LCD / CRT TV has very good Clarity, 10% of the respondents say Videocon
LCD / CRT TV has best clarity.

CHAPTER - X

LIMITATIONS OF STUDY
The respondents were limited and cannot be treated as the whole
population.
The respondents may be biased.
Time was the major constraint.
The accuracy of indications given by the respondents may not be
consider adequate

OBSERVATIONS & FINDINGS

28% of the respondents have LCD Television, 72% of the respondents have CRT
Television.

24% of the employee say that they have Samsung LCD / CRT TV, 44% of the
respondents have LG LCD / CRT TV and 22% of the respondents prefer ONIDA.

24% of the respondent say Price is the factor which build brand, 6% say Clarity
builds brand, 10% say sound quality, 18% say Durability, 8% say Looks, 34% say
Quality is the most important factor for building brand image.

36% consumers look out for comparative advantage while making a purchase.

24% people say that good quality makes a brand preferable.

24% of the respondents say the price of Samsung LCD / CRT Television is less,
20% say Price of LG LCD / CRT Television is less, 20% say ONIDA LCD / CRT
Television has less price, 36% of the respondents say Videocon LCD / CRT
Television has less price.

28% of the respondents say Samsung has very good clarity, 46% of the
respondents say LG LCD / CRT TV has very good clarity, 16% of the respondents
say ONIDA LCD / CRT TV has very good Clarity, 10% of the respondents say
Videocon LCD / CRT TV has best clarity.

32% of the respondents say Sound of Samsung LCD / CRT Television is best, 34%
of the respondents say LG LCD / CRT Television is best in terms of Sound
Quality, 16% of the respondents say ONIDA LCD / CRT Television is best in
terms of Sound Quality, 18% of the respondents say Videocon LCD / CRT
Television is best in terms of Sound Quality.

32% of the respondents say Durability of Samsung LCD / CRT Television is best,
34% of the respondents say LG LCD / CRT TV, 14% of the respondents say
Durability of ONIDA TV & 20% of respondents say Videocon LCD / CRT TV.

CHAPTER - XI
CONCLUSIONS
This project helped me tremendously in knowing how marketing
activities are carried out in a real situation. In classroom lectures, I
was able to understand only the theoretical work I have the
practical experience about the marketing activities. As far In my
study I have found that maximum people prefer to buy LG LCD /
CRT TV as compared to other brands of LCD / CRT Television
because of its Sound system and features and performance. Inspite
of Less price of other brands of LCD / CRT TV people prefer LG
LCD / CRT TV.
I found that people prefer LCD Televisions because of their
attractive looks and space required for keeping LCD Television is
also very less.

SUGGESTIONS
Companies must advertise their products heavily.
Customers must be made aware about the features of LCD / CRT
Televisions.
After sales services provided must be improved.
More advertisement must be made to improve brand image.
Attractive offers must be made by the company.
Spares parts should be provided at low cost.

BIBLIOGRAPHY
Books:
Kotler, Philip., Marketing Management Prentice Hall Of India Pvt. Ltd.,
New Delhi.
Kothari, C.R, Research Methodology, Vishwa Publication., New Delhi
Saxena, Rajan, Marketing Management Tata Mcgraw-Hill Publishing
Company Limited. New Delhi
Websites:

www.lge.com

www.videocon.co.in
www.Onida.com
www.samsung.com/in

QUESTIONNAIRE
Name

_____________________________________

Address

_____________________________________

Contact No.

_____________________________________

Q1.

Which Television do you have?


a.

Q2.

Q3.

LCD / CRT

b.

CRT

Which Brand of LCD / CRT Television do you have?


a.

Samsung

b.

LG

c.

ONIDA

d.

Videocon

Rate the following factors you consider are important for building brand
Image.

Q4.

a.

Price

b.

Clarity

c.

Sound

d.

Durability

e.

Looks

f.

Quality

What do you look for while purchasing a LCD / CRT Television? Please
rank in order of importance?
a.

Comparative Advantage

b.

Price

c.

TV Advertisement

d.

Scheme/Discount/Free Gift

e.

Quality

Q5. Why you prefer a particular brand of LCD / CRT Television?

Q6.

a.

Known Product

b.

Good Quality

c.

Reasonable Price

d.

More Value for Money

e.

Other Reason

Which brand of LCD / CRT Television is best in terms of Price?


a.

Samsung

b.

LG

c.

ONIDA

d.

Videocon

Q7.

Q8.

Q9.

Which brand of LCD / CRT Television is best in terms of Clarity?


a.

Samsung

b.

LG

c.

ONIDA

d.

Videocon

Which brand of LCD / CRT Television is best in terms of Sound Quality?


a.

Samsung

b.

LG

c.

ONIDA

d.

Videocon

Which brand of LCD / CRT Television is best in terms of Durability?


a.

Samsung

b.

LG

c.

ONIDA

d.

Videocon

Q10. Which brand of LCD / CRT Television is best in terms of Performance?


a.

Samsung

b.

LG

c.

ONIDA

d.

Videocon

Q11. Which brand of LCD / CRT Television is best in terms of Features?


a.

Samsung

b.

LG

c.

ONIDA

d.

Videocon

Q12. Which brand of LCD / CRT Television is best in terms of Clarity?


a.

Samsung

b.

LG

c.

ONIDA

d.

Videocon

________________________________________________________________________