LIST OF TABLES

Table
CONTENT Page No.
No.

4.1 Total Variance extraction explained for attributes of 66

Television

4.2 Rotated component matrix for attributes of Television 67

4.3 Total variance explained for attributes of Audio system 69

4.4 Rotated component matrix for attributes of Audio System 70

4.5 Multivariate tests for consumer preference of Television 72

4.6 Tests of between subjects effects for consumer preference of 73

television

4.7 Tests of between subjects effects for consumer preference of 76

audio system.

4.8 Tests of between subjects effects for leisure time consumer 77

preference of television

4.9 Tests of between subjects effects for leisure time consumer 80

preference of audio system.

4.10 Tests of between subjects effects for purchase decision and 82

consumer preference of television

4.11 Tests of between subjects effects for purchase decision and 85

consumer preference of audio system

4.12 ANOVA table for different brands and consumer preference 87

of television

4.13 ANOVA table for different brands and consumer audio 88

preference

4.14 Tests of between subjects effects for source of information for 89

the brand and attribute preference.

4.15 Tests of between subjects effects for source of information 92

and consumer audio preference.

4.16 Tests of between subjects effects for television price and 94

consumer preference.

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No.

4.17 Tests of between subjects effects for audio price and 96

consumer preferences.

4.18 Clusters analysis for television preferences. 97

4.19 Clusters and its reliability for discriminant analysis. 100

4.20 Tables for Eigen values, Wilks Lambda of Canonical 100

discriminant functions.

4.21 Tables for standardized canonical discriminant function 101

coefficients and structure matrix.

4.22 Tables for clusters of audio preferences. 102

4.23 Tests of equality of group means for discriminant analysis of 104

consumer preference of audio.

4.24 Tables for Eigen values, Wilks Lambda of Canonical 104

discriminant functions.

4.25 Tables for standardized Canonical discriminant function 105

coefficient and structure matrix.

4.26 Tables for association between television size and 106

preferences.

4.27 Tables for association between audio model and preferences. 107

4.28 Tables for association between payment and consumer 109

preference of television.

4.29 Tables for association between payment and consumer 110

preference of Audio.

5.1 Total variance complained for quality of television 116

5.2 Rotated component matrix for quality of television 117

5.3 Total variance explained for quality of audio system. 118

5.4 Rotated component matrix for quality of audio system 118

5.5 Tests of between subjects effects for quality of television and 120
their respective attributes

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Table
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No.

5.6 Tests of between subjects effects for impact of demographic 121

variables on quality of television

5.7 Relationship between purchase decision process of the family 123

members and quality of television

5.8 Group statistics for television brand and quality 124

5.9 Tests of equality of group means for television brand and 125
quality

5.10 Tables for Eigen value, Wilks Lambda of Canonical 125

discriminant functions

5.11 Relationship between price, mode of payment and quality of 126

television

5.12 Tests of between subjects effects for quality of audio system 127
and their respective attributes

5.13 Tests of between subjects effects for impact of demographic 128

variables on quality of audio system

5.14 Relationship between purchase decision process of the family 130

members and quality of audio system

5.15 Group statistics for audio system brand and quality 131

5.16 Tests of equality of group means for audio system brand and 132
quality

5.17 Tables for Eigen values, Wilk Lambda of Canonical 132

discriminant functions

5.18 Relationship between price, mode of payment and quality of 133

audio system

5.19 Total variance explained for utility of television 134

5.20 Rotated component matrix for utility of television 135

5.21 Total variance explained for utility of audio system 137

5.22 Rotated component matrix for utility of audio system 138

5.23 Tests of between subjects effects impact of demographic 140

variables on the utility of television

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No.

5.24 Tests of between subjects effects the influence of purchase 141

decision on the utility of television.

5.25 Tests of equality of group means for utility of television and 143
different brands

5.26 Tables for Eigen values, Wilks Lambda of Canonical 144

discriminant functions

5.27 Tests of between subjects effects for source of information 145

and utility of television

5.28 Tests of between subjects effects the influence of price and 146
preference on the television utility.

5.29 Tables for paired samples statistics / correlations / test of 148

television utility.

5.30 Tests of between subjects effects for impact of demographic 150

variables on the utility of audio system

5.31 Tests of between subject effects the influence of purchase 152

decision on the utility of the audio system

5.32 Tests of equality of group means for utility of audio system 154
and different brands

5.33 Tables for Eigen values, Wilks Lambda of Canonical 154

discriminant functions

5.34 Tests of between subjects effects for source of information 155

and utility of audio system

5.35 Tests of between subjects effects for influence of price and 158
preference on the audio utility

5.36 Tables for paired samples statistics / correlations / Test of 160

utility of audio system

5.37 Total variance explained for service of television 162

5.38 Rotated component matrix for service of television 162

5.39 Total variance explained for service of audio system 163

5.40 Rotated component matrix for service of audio system 164

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Table
CONTENT Page No.
No.

5.41 Tables for model summary, ANOVA, coefficients for product 165
service of your television (benefits of service)

5.42 Tables for model summary, ANOVA, coefficients for product 166
service of your television (nature of service)

5.43 Tables for pair sample statistics / correlations / test for 168
significant difference between the means of the factors of TV
service

5.44 ANOVA tables for the two factors of product service 169
(Television)

5.45 Tables of tests of equality of group means, Eigen values, 171

Wilk Lambda for television service with respect of television
brand

5.46 Tests of between subjects effects for source of information an 172

television service

5.47 ANOVA table for service and price of television 173

5.48 Tests of equality of group means Eigen values, Wilk Lambda 174
for TV service and mode of payment

5.49 Tests of between subjects effects for consumer preference and 175
TV service

5.50 Tests of between subjects effects for the factors of audio 177
service and demographic variables of consumers

5.51 Tables for paired sample statistics / correlations / test for 178
significant difference in the means of the factors of audio
service

5.52 ANOVA tables for audio service with respect to role of the 179
family members in the purchasing decision.

5.53 Tests of equality of group means, Eigen values, Wilk Lambda 181
for audio service with respect to different audio brand.

5.54 Tests of between subjects effects for source of information 182

and factors of audio service

5.55 ANOVA table for one way analysis of variance for service 183
and price of the audio

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Table
CONTENT Page No.
No.

5.56 Tests of equality of group means, Eigen value, Wilks Lambda 184
for discriminant analysis for audio service and mode of
payment

5.57 Tests of between subjects effects for consumer preference and 185
audio service

5.58 Tables for paired samples statistics / correlations / test for 186
resale and exchange value of television

5.59 Tests of between subjects effects for TV value and the 187
demographic variables

5.60 ANOVA tables for TV value and role of family members in 188
purchase decision for TV

5.61 Tests of equality of group means, Eigen value, Wilks lambda 190
for values and the different brands of TV

5.62 Tests of between subjects effects for the value of TV and 191
sources of information

5.63 Tests of equality of group means, Eigen values, Wilks 192

Lambda for value of TV and mode of payment

5.64 Tests of between subjects effects for audio value and 194
demographic variables, audio model and the price of the
audio

5.65 ANOVA tables for analysis of variance on the role of the 195
family members in the purchase decision

5.66 Tests of equality of group means, Eigen value, Wilks Lambda 197
for audio value and different audio brands

5.67 Tests of between subjects effects for the value of audio and 198
source of information

5.68 Tests of equality of group means, Eigen values, Wilk lambda 199
for audio value and mode of payment

5.69 Tables for paired sample statistics / correlations / test for the 200
significant difference between resale and exchange value of
audio

5.70 Total variance explained for TV failure 203

5.71 Rotated component matrix for TV failure 203

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Table
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No.

5.72 Total variance explained for audio failure 205

5.73 Rotated component matrix for audio failure 205

5.74 Cluster analysis for complaining behaviour of TV consumers 206

5.75 Tests of equality of group means, Eigen values, Wilks 208

Lambda for complaining behaviour of TV consumers

5.76 Tests of equality of group means, Eigen values, Wilks 209

Lambda for the factors of quality and complaining behavior
of the consumers

5.77 Tests of equality of group means, Eigen values, Wilks 210

Lambda for the factors of consumer preference and
complaining behaviour of the TV consumer

5.78 ANOVA tables for clusters of complaining behaviour and 212

demographic variables and purchase decision

5.79 Tests of equality of group means, Eigen values, Wilks 214

Lambda for television brand and cluster complaining
behaviour of TV consumers

5.80 ANOVA tables for source of information, Price and mode of 215
payment with reference to consumer behaviour

5.81 Cluster analysis for complaining behaviour of audio 217

consumers

5.82 Reliability of clusters for complaining behaviour 219

5.83 Tests of equality of group means, Eigen values, Wilks 220

Lambda for the factors of audio quality and complaining
behavior

5.84 Tests of equality of group means, Eigen values, Wilks 221

Lambda for the factors of consumer preference for audio
system and their consumer preference.

5.85 ANOVA tables for clusters of complaining behaviour 222

5.86 ANOVA tables for audio brand, source of information price 224
and mode of payment.

5.87 Comparative study of the role of family members of TV / 226

audio system

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No.

5.88 Comparative study of the brands of TV / audio system 227

5.89 Comparative study of the sources of information of TV / 229

audio system

5.90 Comparative study of the mode of payment of TV / audio 230

system

5.91 Comparative study of the opinion about the value of TV / 231

audio system

5.92 Comparative study of the consumer reaction towards failure 233

of the product of TV / audio system

6.1 Total variance explained for marketing promotion 241

6.2 Rotated component matrix for marketing promotion 241

6.3 Tables for paired sample statistics / correlations / test for 242
factors of promotional activities

6.4 Tests of between subjects effects for influence of promotional 244

activities

6.5 ANOVA tables for factors of promotional activities and 245

demographic variables

6.6 Total variance explained for advertisement 247

6.7 Rotated component matrix for advertisement 247

6.8 Tables for paired sample statistics / correlations / test for 249
advertising medium preferred by the consumers of TV and
audio system

6.9 ANOVA tables for advertisement preference of consumer of 250

TV / audio system with respect to demographic variables

6.10 Tables for one sample statistics / Test of dealers on brand 252
preference of consumers

6.11 Tables for paired sample statistics / correlations / test of 253

dealers on brand preference of consumers

6.12 Tables for paired sample statistics / correlations / test of mode 254
of payment

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Table
CONTENT Page No.
No.

6.13 Tables for paired sample statistics / correlations / test for 256
consumer motivation

6.14 Tables for paired sample statistics / correlations / tests for 258
benefits expected by the consumer

6.15 Tests of equality of group means, Eigen values, Wilks 259

Lambda for consumer preference and brand choice

6.16 Tests of equality of group means, Eigen values, Wilks 260

Lambda of consumer impression and brand choice

6.17 Tests of equality of group means, Eigen values, Wilks 261

Lambda of complaining behaviour and brand choice.

xvii
 LIST OF FIGURES

Figure Contents Page No

3.1 Input, Process and output model 45

3.2 Black Box Model 47

3.3 Howard – sheth Model 49

3.4 Nicosia model of consumer decision processess 51

3.5 Engel – Kollat – Balckwell model 53

xviii
 LIST OF CHARTS

Page
S.No. CONTENT
No.

1. Cluster analysis for television preference 98

2. Cluster analysis for audio preference 99

3. Cluster analysis for complaining behaviour (Television) 103

4. Cluster analysis for complaining behaviour (Audio) 207

5. Comparative study of the role of family members 218

6. Comparative study of the brands 226

7. Comparative study of the source of information 228

8. Comparative study of the mode of payment 229

9. Comparative study of the opinion about the value 230

10. Comparative study of the consumer reaction towards failure 232

of the product

xix
 ABBREVIATIONS

AU - Audio
TV OP - Television Opinion
AU OP - Audio Opinion
Inbuilt acc - Inbuilt Accessories
TV UTI - Television Utility
AU UTI - Audio Utility
Waverecep - Wave reception
TV SER - Television Service
AU SER - Audio Service
Sernature - Service Nature
Serbenif - Service benefit
Sou others - other Sources
Entertainme - Entertainment
Prompt ser - Prompt Service
basic featu - Basic feature
extra featu - Extra feature
Exval - Exchange value
Resal - Resale Value
TV fail - Television failure
AU fail - Audio failure
Comfiling tv - Complaint filing TV
Negconse tv - negative consequence TV
Special eff - special effect
Aud compla - Audio complaint
Public resau - Public resale value
instalme - Instalment
perselling - Personal selling
advertise - Advertisement
Cust sat - Customer satisfaction
ADMED - Advertisement media
Comdis - Common display
Paperdis - Paper display
Audio dis - Audio display
Visudis - Visual display
Door delive - Door delivery

xx