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INDEX TABLE

1.Introdutction ------------------------------------------------------------------------------ 6
1.1 Objectives --------------------------------------------------------------------------------14
2. ORGANIZATIONAL STRUCTURE AND HIERARCHY-------------------------16
3. PRODUCTS & Marketing Competition -----------------------------------------------18
4.BUSINESS PROCESS---------------------------------------------------------------------23
5.SWOT ANALYSIS-------------------------------------------------------------------------28
5.1 HYPOTHESES----------------------------------------------------------------------------33
6.RESEARCH METHODOLOGY---------------------------------------------------------34
4.QUESTIONNAIRE-------------------------------------------------------------------------78

CHAPTER-1
INTRODUCTION

Teleshopping was the term coined by Michael Aldrich in 1979 in England.


Teleshopping defines as a direct marketing technique in which the seller directly
offers the sale of their products on television and prompts the viewers to place the
orders.
Teleshopping does not involve personal visits. The seller prepares a short film
which is shown on television screen. It provides the full demonstration and features
of the products along with a list of contact phone numbers in every city. People
who get influenced contact the seller and place the order.
The basic concept of teleshopping is that it offers what is not available in the
market. In teleshopping the products claims to provide astounding results, such as
reduce weight without exercising or dieting.
The teleshopping was first originated in the US. But it was not very successful in
the early years. It gained its popularity in the mid of 1990s.

TELESHOPPING NETWORKS IN VARIOUS COUNTRIES


Country

major teleshopping networks in various countries

US

Home shopping network, QVC Telebrands, TSN

Japan

Shop channel

Europe

TV-SHOP

Australia

TVSN

China

China shopping network

Brazil

Shop time

INDIA

Telebrands (India), Asian sky shop, star CJ alive, Homeshop 18

ADVANTAGES OF TELESHOPPING
The foremost advantage of teleshopping is that it offers convenient shopping
to the customers. The customer can purchase the product without visiting the
retailer which saves valuable time, effort and money
Teleshopping helps people who have visual and oral defects
It helps the people who have less time from their busy schedule to go out
and shop the desired products
Provides home delivery of products
Helps in improving standard of living
Offers the products at a price lower than the market price

TELESHOPPING IN INDIA
Telebrands India pioneered the concept of teleshopping in India in mid
1990s.
In mid 1995 , TSN and Asian sky shop also entered in the market
Other major players were TVC, TSNM and Star Warnaco
INITIAL LIMITATIONS OF TELESHOPPING IN INDIA
Lack of visual stimulation
Lack of consumer interest in the service
Lack of education and awareness among the people
Low standard of living
Low rate of women employment
High prices of products was a major hindrance
Difference in culture and language was also a major problem
Advertise their products and also provide payment gateway.
Duplication of products and spurious or counterfeit products.

A que

CASE STUDY 2
The program aired on 12 may 2013 at star CJ alive 8 at 8:00 pm was on jewellery.
They were offering 8 sets of necklace of Sia Mahamaya Collection at Rs 3, 250
only with free shipping. They were giving 1 Grand Choker Necklace set + 1
Peacock Necklace set + 1 Diamond Necklace set + 1 Pink Diamond Necklace set +
2 Maangtikka + 1 Oval Pendant set + 1 Teardrop Pendant set + 1 Free Chandelier
Earrings + 1 Free Semi Necklace set + 1 Free Hairclip + 1 Free Kada + 1 Free Pair
of Payal + 1 Free Pearl Mala with Earrings .
They were also claiming to return the product within 48 hrs (2 days) of delivery,
only in case of Damage, Wrong or Defective product. The channel was offering
such valuable product not only at affordable price but was also giving warranty.
The product was beautifully displayed detailing each feature with brief outlying
making it highly appealing to the customers.

HOMESHOP18
HomeShop18 was launched on 9 April 2008 as India's first 24-hour Home
Shopping TV channel. The channels offers

products for sale at unbelievable

discounts with a free home delivery offer. Apart from credit card they also have a
cash on Delivery scheme where you pay the cash after the product has been
delivered .
The categories of products of homeshop 18 are

Fashion and accessories


Health and beauty
Books
Clothing
Footwear
Watches
Jewellery
Camera and camecorders
Home and kitchen
Household appliances
Kids & toys
Electronics

CASE STUDY 1

The program aired on 14 may 2013 at Homeshop 18 from11:00-12:00 pm slot was


primarily focused on mobile phones. The Channel was offering Micromax Qwerty
Combo of Dual Sim Phone - Q23 - White & Black at just Rs. 2999 which is way
cheaper than what market offers.
The product was mentioned with detailed description along with attractive display.
The product featured dual slim, advanced apps, wireless with integrated VGA
camera captures stills. The product was equipped with video Recording. Flash
light, mp4, video player, sound recording, mp3 player, FM radio, FM recording,
GPRS, Bluetooth, data cable connectivity, internet browser, memory card support
capacity up to 8GB and one year warranty of handset.
The presentation, persuasion and product description was broadly outlined. The
channel was offering the product without any shipping and delivery charges with
heavy discounts. If the consumers are getting products at cheap rates than the
market then it is obvious that they would prefer to buy the products from such
Teleshopping sites.

CASE STUDY 2

Case 2 -The program aired on 13may 2013 at Homeshop 18 from 6: 00-7:00 pm


slot was on utility products - Bedsheets.
The channel was offering a set of 5 beautiful splash Bedsheets with different colors
and design at just Rs 3499 with FREE Shipping. It was a double bedsheets of 224*
254 cm with 10 pillow covers of 46* 69 cm. The bed sheets were of 100% pure
cotton.
The presentation was highly persuasive in nature with attractive display. They were
also offering 6 months warranty against any manufacturing defect. Getting 5
bedsheets with 10 pillow covers makes an attractive deal to lure the customers. In
that case, persuading the customers to buy product from Teleshopping site makes a
wise and clever buy.
In both the cases, we saw that both the teleshopping sites offer wide range of
consumer durable products at affordable prices and highly attractive deals. These
sites offer products inclusive of all the taxes, free shipping charges and warranty. In
this regard, consumers prefer to buy products from these teleshopping sites as it
not only save their time goes in going to the market and buying them but also offer
best deals as compared to the market prices and same quality. Also, for working
professionals, old people and disabled these teleshopping sites are boon.

CONTENT ANALYSIS OF STAR CJ ALIVE AND HOME SHOP 18


If we compare or analyzed the content of both the channel then we could we could
see differences on following aspects:Products- on the basis of product categories Home shop 18 primarily offers
products that are used in day to day life like gadgets, home appliances and other
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consumer durables whereas

star CJ alive offers valuable items and lifestyle

products like apparels and dinner sets etc.


Cost- In terms of cost both the channels offers goods at affordable prices with
heavy discounts. Both the channels offer products with free shipping charges,
inclusive of all the taxes making it way cheaper than the market prices.
Presentation - The presentation of both the channels was persuasive enough to
lure the audience. Both the channels featured the products with detailed description
and from different shots and angles, giving audiences proper look and feel of the
product. But star CJ alives presentation was highly attractive and persuasive in
nature as compared to the Homeshop 18. The channels describe each product with
its USP, features and utility very broadly as compared to Homeshop 18.

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Hypothesis of this research: According to the researcher, Consumers have negative perception towards
teleshopping.
According to the researcher, the type of products people mostly buy through
teleshopping channels is home and kitchen
According to the researcher, the factor which motivates the consumers to
buy the products from teleshopping channels is price
According to the researcher, Consumers are not satisfied with the
teleshopping brands in India.

1st Objective:To study the perception of consumers towards teleshopping in India.


Hypothesis of 1st objective:According to the researcher, Consumers have negative perception towards
teleshopping

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to know whether the consumers want to buy the products in future


Yes

No

38%
62%

According to the researcher, after analyzing the data, the 1 st objective and its
hypothesis are not matched as 62% people wants to buy the products in future and
only 38% people do not want to buy the products so we can say that the perception
is changing from negative to positive.

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2nd Objective:To know what type of products people mostly buy through teleshopping.
Hypothesis of 2nd objective:According to the researcher, the type of products people mostly buy through
teleshopping channels is home and kitchen

To know what type of products people mostly buy through teleshopping.


Fashion and accessories

Home and kitchen

Household appliances

Mobiles and Cameras

12%

Health and Beauty

13%

20%
38%

17%

According to the researcher, after analyzing the data, the 2 nd objective and its
hypothesis are perfectly matched. So, it is proved that the type of products people
mostly buy through teleshopping channels is home and kitchen.

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EFFECT OF TELESHOPPING ON VIEWERS


NameSexEmail-

AgeEducational Qualification-

Q.1 Do you know what teleshopping is?


Yes
No
Q.2 Do you watch teleshopping programmes?
Yes

No

Rarely

Q.3 How frequently do you watch teleshopping programmes?


Every day

once in two weeks

Once in three weeks

any other

Q.4 why do you watch the teleshopping programmes?


Awareness

leisure

fun

shop

any other
Q.5 Do you buy products popularized through teleshopping programme?
Mostly

Sometimes

Never

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