ASSIGNMENT

ON
UNDERSTANDING CONSUMER BEHAVIOR TOWARDS
HOME APPLIANCES (TELEVISION)
(Submitted in partial fulfillment for the award of degree of Masters in Business
Administration)

RAMACHANDRAN INTERNATIONAL INSTITUTE OF

MANAGEMENT (RIIM PUNE)

AFFILIATED: SAVITRIBAI PHULE PUNE UNIVERSITY, PUNE

SUBMITTED TO: Dr. KUMENDRA RAHEJA

YEAR OF SUBMISSION: 2019

 BASIC OF MARKETING (BOM)

SUBMITTED BY:-

Division “D”

(2019-2021)

GHANSHYAM SINGH|SABITA LAKSHMI ROY|ANUDEEP GUPTA|

RAJESWARY BHUIEYA|SAMEER SINGH|SHWETA DESHMANE

GROUP NO. 1
TABLE OF CONTENTS

ACKNOWLEDGEMENT ---------------------------------------------------------------
EXECUTIVE SUMMARY---------------------------------------------------------------

CHAPTER 1: INTRODUCTION
CHAPTER 2: THEORETICAL BACKGROUND
CHAPTER 3: COMPANY PROFILE
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
CHAPTER 5: MAJOR FINDINGS
CHAPTER 6: LEARNINGS

ANNEXURE:
QUESTIONNAIRE
 ACKNOWLEDGEMENT

On the very onset of this report, we would like to extend our sincere and heat
felt obligation towards all the ones who have helped us in this endeavor.
Without their active guidance , help, co-operation & encouragement, we would
not have made headway in the project.

We are extremely thankful and pay our gratitude to our project guide and
honourable director of the institute DR. KUMENDRA RAHEJA for his
valuable guidance and encouragement to accomplish this project report

We extend our gratitude to RIIM for giving us the opportunity.

At last but not the least gratitude goest to all our friends who directly or
indirectly helped me to complete this project report.

GHANSHYAM SINGH|SABITA LAKSHMI ROY|ANUDEEP GUPTA|

RAJESWARY BHUIEYA|SAMEER SINGH|SHWETA DESHMANE

EXECUTIVE SUMMARY

The project titles “consumer Behavior for buying television” is undertaker at YMT Institute
of management studies. The project is related to the study of consumer behavior on television
and what factor that influence this behavior. The project titles
“ consumer behavior for buying television” is mainly divided into 5 phases
 Problem related to consumer buying televisions
 Study of literacture related to television
 Theory of television on India
 Research methodology
 Analysis of the resultnof the survey
 Finding and suggestion

It is also concerned with all persons involved, either directly or indirectly, in purchasing
decisions and consumption activities including brand-influencers and opinion leaders.
Research has shown that consumer behaviour is difficult to predict, even for experts in the
field. However, new research methods such as ethnography and consumer neuroscience are
shedding new light on how consumers make decisions.
Consumer buying behaviour is the result of the attitudes, preferences, intentions and decisions
made by the consumer s in a market place before buying a product. The study of consumer
buying behaviour is an interdisciplinary subject area drawing widely from sociology,
psychology, anthropology etc. A consumer, making a purchase decision will be affected by the
following three factors:

 Personal
 Psychological
 Social

Consumer decision making process involves the consumers to identify their needs, gather
information, evaluate alternatives and then make their buying decision. The consumer decision
making behaviour is a complex procedure and involves everything starting from problem
recognition to post-purchase activities. Every consumer has different needs in their daily lives
and these are those needs which make than to make different decisions.
A detailed synopsis of the consumer behaviour is gathered amongst all the age group starting
from 16 and not exceeding 80’s. In this handout one will get to know how consumer behaves
when it comes to make buying decisions and how marketiers understands their behaviour in a
given condition. My study is all about this i.e. to study the preference of customer in selected
brands of refrigerator on the basis of price, brand name, quality and after sales services and
find out the steps that a company can adopt to fight the competition. In the above context, I
have discussed about the Consumer & the preference of consumer. I have also discussed about
the introduction of the refrigerator further highlighting with the choices of the consumer and
their respective competitor in the market to get an overview of the market share a particular
company has and which is consumer driven all time when demanded.
CHAPTER 1: INTRODUCTION
INTRODUCTION

1.1INTRODUCTION TO THE TOPIC

The topic of the research here is “Understanding consumer behaviour towards home
appliances (Television)” on every factors in which a real consumer looks in for in the buying
process and makes the final decision. So basically, the report is to study the consumer choice
and the perception he/she makes towards the product.

Here the term consumer means the end user of the product who not only consumes the product
but also gives the feedback (if any) to the company. The traditional view point has been to
define consumer strictly in terms of economic goods and services. This position holds the
consumers are potential purchaser of product and services offered for sale.

Consumer Behaviour

It may be defined as “the decision process and the physical activities individuals engage in
when evaluating, acquiring, using or disposing of goods and services. The consumer behaviour
research goes far beyond the facts of consumer preferences and encompasses all of the
behaviours that consumers display in searching for purchasing, using, evaluating and disposing
of products and services that they expect would satisfy their need.

One “official” definition of consumer behaviour is “The study of individuals, groups, or

organisation and the processes they use to select, secure, use and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer
and society.” Although, it is necessary to memorize this definition it brings up some useful
points:

 Behaviour occurs either for the individual, or in the context of a group (e.g.; friends
influence what kinds of clothes a person wears) or an organisation (people on the job
make decisions as to which products the firm should use).
 Consumer behaviour involves the use and disposal of products as well as the study of
how they are purchased. Products use is often of great interest to the marketer, because
 this may influence how a product is best positioned or how we can encourage increased
consumption. Since many environmental problems result from product disposal (e.g.;
motor oil being sent into sewage systems to save the recycling fee, or garbage piling up
at landfills) this is also an area of interest.
 Consumer behaviour involves services and ideas as well as tangible products.
 The impact of consumer behaviour on society is also of relevance. For example,
aggressive marketing of high fat foods, or aggressive marketing of easy credit, may
have serious repercussions for the national health and economy.

Consumer Preference

It is a concept, used in the social sciences, particularly economics. It assumes a real or imagined
“choice” between alternatives and the possibility of rank ordering of these alternatives, based
on happiness, satisfaction, gratification, enjoyment, utility they provide. More generally, it can
be seen as a source of motivation. In cognitive sciences, individual preferences enable choice
of objectives/goals.
INTRODUCTION (TELEVISION)

Television is a system for transmitting visual images and sound that are reproduced on screens,
chiefly used to broadcast programs for entertainment, information, and education. The
television set has become a commonplace in many households, businesses, and institutions. It
is a major vehicle for advertising.

 Few inventions have had as much y as television. Jeff Greenfield, a media observer,
stated “Television is the pervasive American pass time cutting through geographic,
ethnic class and cultural diversity, it is the single binding thread of this country, the
one experience that touches young and old, rich and poor, learned and illiterate (Biagi,
2005). In 1948, only 1 percent of America’s households had a TV set; by 1953 more
than 50 percent had one; and since the early 1960’s, more than 90 percent of all homes
have a television set (Campbell, Martin & Fabos, 2012). From mechanical television
to electronic television, there continues to be a shift in how televisions are viewed
today.
 As early as 1880, the production of the television was set forth. The cathode ray tube,
the forerunner of the TV picture tube, combined principles of camera and electricity.
Television images could not float through the air, therefore technicians developed a
method of encoding images at a TV station and decoding them at the TV set
(Campbell, 2012). Paul Nipkow, who was considered a father of television, was said
to have invented the first rotating disk.
 This device would enable the images to be transmitted over conductors in the 1830’s.
John Baird, from Europe, was famous for inventing the first picture in motion. Later
he was able to engineer the first color tube. Vladimir Zworykin, an inventor from
Russia, who came to America in 1919, introduced the iconoscope which was an
electronic camera tube used in television. He got a job at Westinghouse and later
began to work at RCA. Philo Farnsworth, an American inventor, grew up as a teenage
farmer. Farnsworth invention allowed a way to transmit pictures over sixty horizontal
lines, which were called lines of resolution. Lines of resolution are lines of lighted
dots that make up a television picture image. These dots are called pixels. They are
the smallest dot on a display device that creates a television picture image (History of
Television, 2013)
INTRODUCTION ( SONY TELEVISION)
 Sony began in the wake of World War 2. In 1946 , Masaru Ibuka started an
electronics shop in department store building in Tokyo. The company built Japan’s
first tape recorder, called the Type G. In 1958, the company changed its name to
“SONY”.
 Sony corporation is the electronics business unit and the parent company of the sony
group, which is engaged in business through its four operating components :
Electronics(AV, IT & communication products, semiconductors, video games, network
services and medical business), Motion Pictures (movies and TV shows), Music ( record
labels and music publishing) and Financial Services (banking and insurance). These
make sony one of the most comprehensive entertainment companies in the world.
The group consists of Sony corporation, Sony pictures, Sony mobile, Sony
interactive entertainment, Sony music group, Sony financial holding and others.
 Sony is among the semiconductors sales leaders and since 2015, the fifth largest
television manufacturer in the world after Samsung Electronics ,LG Electronics ,
TCL and Hisense. The copany’s current slogan is Be Moved. Their former slogans
were The One And Only (1979-1982), It’s a Sony (1982-2005), like.no.other (2005-
2009) and make.beleive (2009-2013).
 Sony has a week tie to the Sumitomo Mitsui Financial Group (SMFG) corporate
group, the successor to the Mitsui group.
 The name “Sony” was chosen for the brand as a mix of two words : one was the Latin
word “sonus” , which is the root of sonic and sound, and the other was “sonny”, a
commom slang term used in 1950s America to call a young boy. In 1950s Japan,
”sonny boys” was a loan word in Japanese, which connoted smart and presentable
young men, which Sony founders Akio Morita and Masaru Ibuka considered
themselves to be.
 The first Sony-branded product, the TR-55 transistor radio, appeared in 1955 but the
company name did not change to Sony until January 1958.
 At the time of the change , it was extremely unusual for a Japanese company to use
Roman letters to spell its name instead of writing it in kanji. The move was not
without opposition: TTK’s principal bank at the time, Mitsui, had strong feelings
about the name. They pushed for a name such as a Sony Electronics Industries, or
Sony Teletech. Akio Morita was firm, however, as he did not want the company
name tied to any particular industry. Eventually, both Ibuka and Mitsui Bank’s
chairman gave their approval.
INTRODUCTION ( SAMSUNG TELEVISION)
 The Eaeliest Years of Television on March 1, 1938, he founded an export company
called Samsung. During the 1930s and 40s, Samsung focused on exporting fish and
grains to China. At the same time, scientists and inventors arund the world worked
to perfect television tevhnology.
 Samsung Smart TV is a platform that integrates both internet and web features in
TVs and set top boxes as well as provides a way for technological to combine TVs
and other devices like computers, smart phones and tablets.

Samsung Smart TV apps can be controlled by:

 Remote Control
 Mouse
 Gestures
 Voice
 A Samsung Smart TV applications runs on the WebKit browser engine. It means that
the smart TV application is similar to a commom website based on HTML pages,
Moreover, a Smart TV application has a difference from a common website; unlike a
website with different resolution and keyboard and mouse input, a smart TV
application runs on fixed resolution with remote controller input. Smart TV users aare
already accustomed to navigating with a remote controller’s directional, Enter, and
Back keys.
 Samsung as a company was founded in 1938 in Korea. 46,500 employees are working
at six Samsung Electronics facilities in Korea. Although they are at different
locations, all share the same goal and that goal is satisfying global customers by
producing a quality product. Here in the U.K Samsung is a very recognized brand,
sitting along side Sony, Panasonic, Phillips, Toshiba, Matsushita and other more
know brands of TVs. In South Korea, Samsung was a governmentally subsidized
large business until in the 1990’s. In the mid 1990’s one of the most significant threats
to Korean corporations was rhat their major advantage in low labor cost had been
deteriorating against the labour.
 Samsung is the major manufacturer of electronic components such as lithium ion
batteries, semiconductors, chips and flash memory devices for clients such as Apple,
Sony, HTC and Nokia. It is the world’s largest manufacturer of mobile phones and
smartphones, started with the original Samsung Solstice and later, the popularity of
its Samsung Galaxt line of devices. The company also a major vendor of tablet
computers, particularly its Android powered Samsung Galaxy Tab collection, and
regarded for developing the phablet market through the Samsung Galaxy Notes
family of devices.
INTRODUCTION ( LG TELEVISIONS)
 LG is a global pioneer in the TV industry. In 1996, LG was the first to bring a
locally produced television to the Korean market. Last year, LG ultimately
launched the world’s first HDR capable 4K OLED TV and the flagship LG
SIGNATURE OLED TV.
 The first to introduce a curved screen to the world was LG! Among the many TV
manufacturers, LG as the first to commercialize the curvedscreen TV for the mass
market. And the technology seems to be ever improving.
 LG Electronics is a part of the fourth largest chaebol in South Korea and in 2014
global sales reached $55.91 billion, LG comprises four business units: Home
Entertainment, Mobile Communications, Home Appliances and Air Solutions and
Vehicle Components, with Starion India as its main production vendor for
refrigiation and washing machines in the Indian sub continent. LG Electronics
owns Zenith and contrls 37.9 percent of LG Display and since 2008, LG
Electronics remains the world’s second largest LCD television manufacturer. The
company has 128 operations worldwide, employing 83,000 people.
 Being competitive and maintain position in the market is the most common goal
of the organization today however, household consumer googs are very essential
to our daily lives. Whether it is machine, refrigerator or TV ; these produced is the
primary need of the people in the world. But since customer are looking for short
delivery times, Long period warranties. Innovations, diversification and
customization of product with high quality and affordable prices.
 LG Elctronics is defining the next generations of televisions at CES 2019 with the
introduction of world’s first rollable OLED TV. The LG SIGNATURE OLED
TV R redefines the definition of TV with a variable from factor only made
possible by the company’s industry leading OLED technology. More than
demonstration of engineering prowees , LG’s breathtaking product boasts picture
and sound quality that is second to none, all in a form factor that gives home TV
viewers infinite possibilities in designing their perfect viewing space.
 Since start of modern era, television screen sizes have steadily increased in size
as resolution improved and consumer demanded a more immersive viewing
experience. That trade off came in the form of large, black rectangle that
dominated the room when the TV is not in the use. Even more advanced projection
TVs have never been able to deliver a contrast or the deep blacks that consumers
demanded. In an effort to make large TVs less conspicuous, manufacturer have
been racing to create even slimmer screen, focusing on designs that were as
unobtrusive as possible.
 CHAPTER 2 : THEORETICAL
BACKGROUND ON
 CONSUMER BEHAVIOUR
 CONSUMER DECISION MAKING
PROCESS
 PURCHASE INFLUENCING FACTORS
Who is a Consumer ?

Any individual who purchases goods and services from the market for his/her end-use is called
a consumer. In simpler words a consumer is one who consumes goods and services available
in the market.

Example - Tom might purchase a tricycle for his son or Mike might buy a shirt for himself. In
the above examples, both Tom and Mike are consumers.

What is consumer Interest ?

Every customer shows inclination towards particular products and services. Consumer interest
is nothing but willingness of consumers to purchase products and services as per their taste,
need and of course pocket.

Let us go through the following example:

Both Maria and Sandra went to the nearby shopping mall to buy dresses for themselves. The
store manager showed them the best dresses available with him. Maria immediately purchased
two dresses but Sandra returned home empty handed. The dresses were little too expensive for
Sandra and she preferred simple and subtle designs as compared to designer wears available at
the store.

In the above example Sandra and Maria had similar requirements but there was a huge
difference in their taste, mind set and ability to spend.

What is Consumer Behaviour ?

Consumer Behaviour is a branch which deals with the various stages a consumer goes through
before purchasing products or services for his end use.

Why do you think an individual buys a product ?

 Need
 Social Status
 Gifting Purpose

Why do you think an individual does not buy a product ?

 No requirement
 Income/Budget/Financial constraints
 Taste

When do you think consumers purchase products ?

 Festive season
 Birthday
 Anniversary
 Marriage or other special occasions
There are infact several factors which influence buying decision of a consumer ranging from
psychological, social, economic and so on.

The study of consumer behaviour explains as to:

 Why and why not a consumer buys a product ?

 When a consumer buys a product ?
 How a consumer buys a product ?

During Christmas, the buying tendencies of consumers increase as compared to other months.
In the same way during Valentines week, individuals are often seen purchasing gifts for their
partners. Fluctuations in the financial markets and recession decrease the buying capacity of
individuals.

In a layman’s language consumer behaviour deals with the buying behaviour of individuals.

The main catalyst which triggers the buying decision of an individual is need for a particular
product/service. Consumers purchase products and services as and when need arises.

According to Belch and Belch, whenever need arises; a consumer searches for several
information which would help him in his purchase.

Following are the sources of information:

 Personal Sources
 Commercial Sources
 Public Sources
 Personal Experience

Perception also plays an important role in influencing the buying decision of consumers.

Buying decisions of consumers also depend on the following factors:

 Messages, advertisements, promotional materials, a consumer goes through also

called selective exposure.
 Not all promotional materials and advertisements excite a consumer. A consumer does
not pay attention to everything he sees. He is interested in only what he wants to see.
Such behaviour is called selective attention.
 Consumer interpretation refers to how an individual perceives a particular message.
 A consumer would certainly buy something which appeals him the most. He would
remember the most relevant and meaningful message also called as selective retention.
He would obviously not remember something which has nothing to do with his need.

Importance of Studying Consumer Behaviour:

‘The field of consumer behaviour studies deal with how individuals, groups and organisations

select, buy, use and dispose off products and services to satisfy their needs and desires. Thus,

according to Webster, “Buyer behaviour is all psychological, social and physical behaviour of

potential customers as they become aware of, evaluate, purchase, consume and tell other people

about products and services.”As a matter of fact, customer is the pivot around which the whole

industrial of nowadays revolves. The economists call the ‘customer’ a “king”. He is just like a

voter in democracy. His selection of goods or services determine the fate of products/services.

Therefore, in order to attract him more and more, the marketers should know their customers

well so that they could treat them in the way they like to be treated, present the goods in the

way; they will appreciate and close a sale in such a way that consumer satisfaction is created

.The study of consumer behaviour is very useful in determining the form, style, packaging,

brand, trademark etc., of the product. The whole aspect of buying behaviour determines the

durability, price policy and utility aspect in goods. The consumer or buyer behaviour is

extremely important for an effective marketing planning .The success or failure of marketing

depends largely on target consumer’s individual and group reaction that manifest in the buying

patterns. The buyer behaviour is concerned with the study of factors that influence a person to

buy or not to buy. Its concept lies in understanding the consumer and his motives and therefore,

involves seeking answers to pertinent questions like: Why a buyer buys or does not buy a

particular brand or product?Does a buyer devote much time and study to comprehend the

benefits of a product and its services? Does a buyer buy due emotion or impulse? Does a buyer
imitate others? What factors does a buyer take into consideration in the buying decision?
Stages in Consumer Decision Making Process
An individual who purchases products and services from the market for his/her own personal
consumption is called as consumer.

To understand the complete process of consumer decision making, let us first go through the
following example:

Tim went to a nearby retail store to buy a television for himself. The store manager showed
him all the latest models and after few rounds of negotiations, Tim immediately selected one
for himself.

In the above example Tim is the consumer and the television is the product which Tim wanted
to purchase.

Why do you think Tim went to the nearby store to purchase a new television ?

The answer is very simple. Tim needed a television. In other words it was actually Tim’s need
to buy a television which took him to the store.

The Need to buy a television can be due to any of the following reasons:

 His old television was giving him problems.

 He wanted to gift a new television to his wife.

The store manager showed Tim all the samples available with him and explained him the
features and specifications of each model. This is called information. Tim before buying the
television checked few other options as well. The information can come from various other
sources such as newspaper, websites, magazines, advertisements, billboards etc.

This explains the consumer buying decision process.

A consumer goes through several stages before purchasing a product or

service.
NEED
↓
INFORMATION GATHERING/SEARCH
↓
EVALUATION OF ALTERNATIVES
↓
PURCHASE OF PRODUCT/SERVICE
↓
POST PURCHASE EVALUATION
 1. Step 1 - Need is the most important factor which leads to buying of products and
services. Need infact is the catalyst which triggers the buying decision of individuals.

An individual who buys cold drink or a bottle of mineral water identifies his/her need
as thirst. However in such cases steps such as information search and evaluation of
alternatives are generally missing. These two steps are important when an individual
purchases expensive products/services such as laptop, cars, mobile phones and so on.

2. Step 2 - When an individual recognizes his need for a particular product/service he

tries to gather as much information as he can.

An individual can acquire information through any of the following sources:

 Personal Sources - He might discuss his need with his friends, family members,
co workers and other acquaintances.
 Commercial sources - Advertisements, sales people (in Tim’s case it was the
store manager), Packaging of a particular product in many cases prompt
individuals to buy the same, Displays (Props, Mannequins etc)
 Public sources - Newspaper, Radio, Magazine
 Experiential sources - Individual’s own experience, prior handling of a
particular product (Tim would definitely purchase a Dell laptop again if he had
already used one)
3. Step 3 - The next step is to evaluate the various alternatives available in the market.
An individual after gathering relevant information tries to choose the best option
available as per his need, taste and pocket.
4. Step 4 - After going through all the above stages, customer finally purchases the
product.
5. Step 5 - The purchase of the product is followed by post purchase evaluation. Post
purchase evaluation refers to a customer’s analysis whether the product was useful to
him or not, whether the product fulfilled his need or not?

Important Factors That Influence The Buying Decision Of A Consumer

How and why do people make a decision to buy? Well this is indeed a difficult question to
answer as there are many different types of buyers, some being those basic impulse buyers
and some are those who use a totally intense system and make thorough investigation
before making a purchase decision. While these different types of buyers take their
purchase decision in different ways there are 7 important factors that influence all the
buying decisions. Let’s discuss the 7 most important factors that Influence the buying
decision of a consumer.

1. Economic Factor

The most important and first on this list is the Economic Factor. This one is the main
foundation of any purchasing decision. The reason is simple people can’t buy what they
can’t afford. The need of a product also doesn’t play a role here, but the most important
thing is affordability.

2. Functional Factor

The factor is totally about needs, backed by a logic that what makes sense and also fits in
the best interest of the customer. This one factor also plays a very important role in the
buying decision.

3. Marketing Mix Factors

There are 4 components in the marketing mix, i.e. product, pricing, promotion and place of
distribution and each of these components have a direct or indirect impact on the buying
process of the consumers. The consumers consider various things like the characteristics of
 the product, price charged, availability of the product at the required location and much
more.

4.Personal Factors

The personal factors include age, occupation, lifestyle, social and economic status and the
gender of the consumer. These factors can individually or collectively affect the buying
decisions of the consumers.

5. Psychological Factor

When it comes to the psychological factors there are 4 important things affecting the consumer
buying behaviour, i.e. perception, motivation, learning, beliefs and attitudes.

6. Social Factors

Social factors include reference groups, family, and social status. These factors too affect the
buying behaviour of the consumer. These factors in turn reflect an endless and people learn
different values of consumption.vigorous inflow through which

7. Cultural Factors

individual lives in a complex social and cultural environment, the kinds of products or services
they intend Cultural factors have a subtle influence on a consumer’s purchasing decision
process. Since each to use can be directly or indirectly be influenced by the overall cultural
context in which they live and grow. These Cultural factors include race and religion, tradition,
caste and moral values.
Chapter 3: COMPANY PROFILE
COMPANY PROFILE
LG- LIFE’S GOOD

Vision Statement

Samsung vision statement is “to inspire the world with our innovative technologies,
products, and design that enrich people’s lives and contribute to social prosperity by
creating a new future.” The statement calls attention to its leadership position and how it
directs the market and upgrades life itself with its products and services. It contains the
following characteristics:

1. Inspire the world. Through this characteristic, it is clear Samsung does not just develop
products, instead, it does so with a precision that inspires. It does this by being aware
of the diversities across the globe. In this way, it can tailor all its products to meet the
needs of all irrespective of where they are.
2. Focus on innovations. The bar for designing Samsung products is probably the highest.
Samsung has established a reputation of showcasing highly innovative products with
the latest technologies such as its electronics with smartphones and personal
computers being some of these.
3. Contributing to social prosperity. Samsung considers its presence in the electronic
and other products’ market an important opportunity to change the way people live and
relate for better. The care and personalized needs that the company considers while
designing products echoes how Samsung recognizes the ease of use as must have a
factor in everything it develops. Essentially, this improves how people work, interact,
and carry our other social duties.

Mission Statement

Samsung mission statement is “We will devote our human resources and technology to
create superior products and services, thereby contributing to a better global society.”
The statement puts all its emphasis on the superiority associated with the products it brings to
its customers. In fact, it exhibits confidence in their potential to change the overall society. This
mission statement comprises of the outlined components:

1. Improving communities. Samsung shows that its focus is not just the immediate
customer who benefits from the purchase of its products. The first avenue through
which Samsung touches on the state of the society is by provision of products and
services that meet their needs, but it also does more. For instance, the company seeks
to have its impact felt beyond this by being a responsible conglomerate especially in
caring for the environment. It has started several related programs and fully supported
e-waste recycling and handling, in addition to adhering to Basel Agreement. With these
and other corporate responsibilities, there is no doubt in the effects of the company on
people.
 2. Superior products and services. When it comes to quality, Samsung is rivaled by few.
The company has shown its commitment to meeting the needs of this component by
competing with the top brands across the globe, and this fight has made it one of the
best. It is no wonder why Samsung ranks second at the global level revenue-wise. All
this is because of the uncompromising attitude that the company has instilled in its
production lines and services where quality is concerned. With this, its products have
come to be associated with a superiority away from the norm.
3. Devote human resources and technology. In this statement, Samsung shows the
readiness of the company to do anything possible to its course. It is a declaration that
its quality and the reputation associated with this brand comes second to nothing else.
The company has been doing this by firstly going out for the best and most creative
tech gurus to keep its innovation agenda at the highest level. They do this by leveraging
on technology, which has become the moving force today.

Core Values

Samsung core values include “people, excellence, change, integrity, and co-prosperity.”
Samsung has a very rich culture in all its facilities across the globe, and all of them display
similar and comparable practices. This element is because they all operate under the same
values as discussed.

At the heart of this company is everyone who directly and indirectly relates to Samsung, and
the company highly respects them and calls for everyone to do so too. One of the ways to do
so is by maintaining top-quality performance at all levels and in all activities while looking to
stimulate a positive change all the time. Samsung states that, while delivering is important,
honor must precede everything else. Most importantly, Samsung promotes settings and
practices that evenly distributes benefits such that no single entity benefits on its own. Instead,
everyone gets a piece of the cake, ensuring prosperity across the board, including its employees,
clients, and other bodies.

Types of products-

LG TV Price in India

Best LG TV Models Price

LG 32LK616BPTB 32 Inch 4K Ultra HD Smart LED TV ₹19761

LG 32LJ573D HD Ready Smart LED TV ₹18780

LG 43LK5760PTA 43 Inch 4K Ultra HD Smart LED TV ₹36999

LG 32SE3KB 32 Inch Full HD Smart LED TV ₹21299

 Market share
Lg market share is at 27-28%

Samsung
Samsung is a technology conglomerate whose corporate mission and vision
statements focus on innovation for global societal improvement through technological
products.

MISSION

The company’s mission statement indicates superiority, which implies excellence and
leadership in the semiconductors, electronics, and other markets.

Samsung’s mission statement is “We will devote our human resources and technology to
create superior products and services, thereby contributing to a better global society.” This
corporate mission was published in the 1990s, when the company was undergoing rapid global
expansion in various semiconductors, electronics, and related technology markets. Based on
its business operations and current international industry positioning, Samsung focuses on the
following components in its corporate mission:

1. Human resources and technological resources.

2. Superiority of products and services.
3. Improvement of the global society.

In its mission statement, Samsung identifies human resources and technology as the two main
assets that it uses to pursue its purpose and strategic objectives in its global industries. This
component of the corporate mission requires that the company maintain highly competitive
compensation packages and related human resource administration and development programs
to attract sufficient talent while competing against technology giants like Apple Inc. and
Google LLC.

VISION
Samsung’s vision statement promotes an inspiration-focused strategic objective that makes
the business an influencer among people and societies around the world.

Samsung’s corporate vision is to “Inspire the world with our innovative technologies,
products and design that enrich people’s lives and contribute to social prosperity by creating
a new future.” The company follows this vision statement to maintain profitable technology
business operations that contribute to the improvement of people’s lives. Samsung frequently
refers to a shortened version of this corporate vision: “Vision 2020: Inspire the World, Create
the Future.” The company extensively implements this statement throughout its subsidiaries’
operations in the consumer electronics, computing technology, and semiconductors industries.
The following components are contained in Samsung’s vision statement:
1. Global inspiration
2. Innovation
3. Improvement of lives and future social prosperity

Based on its vision statement, Samsung’s strategic objectives include the development of
products that inspire. This inspirational aspect requires the company to consider local and
regional market conditions to ensure that its technological products actually inspire people
despite differences in their societal situations. Samsung’s corporate vision also pushes for a
high degree of innovation. Technological innovation is especially notable in the company’s
products, such as smartphones and laptops. Moreover, the vision statement indicates strategic
efforts that include Samsung’s corporate social responsibility strategy for improving people’s
lives and contributing to social prosperity. This corporate vision means that the company sees
itself as a mover and major contributor to the world’s improvement through consumer
electronics, semiconductors, and other products that add value to people’s lives and society. In
a way related to the mission statement, Samsung’s corporate vision includes a global scope of
application and the aim of contributing to societal improvement.

Types of products-

Samsung TV Price in India

Best Samsung TV Models Price

Samsung 32M5570 32 Inch Full HD Smart LED TV ₹28900

Samsung 55NU7100 55 Inch 4K Ultra HD Smart LED TV ₹69990

Samsung UA24K4100ARLXL 24 Inch HD Ready LED TV ₹16299

₹32990
Samsung 40K5000 40 Inch Full HD LED TV

Samsung market share

Samsung eyes 70 per cent market share in 75-inch and above QLED TV by October-
November. India is one of the fastest-growing TV markets as the TV penetration is 66 per
cent.
SONY
MISSION

Mission statement

Sony mission statement is “To be a company that inspires and fulfils your curiosity. Our
unlimited passion for technology, content and services, and relentless pursuit of
innovation, drives us to deliver ground-breaking new excitement and entertainment in
ways that only Sony can.” The statement explicitly shows that the company is all about the
customer. It emphasizes what it prides in doing – meeting the desires and needs of its clients.
The characteristics that related to Sony mission statement include:

1. Improvement of life. Sony first characteristic in its mission statement speaks to its
ambition of rolling out designs with high customer satisfaction features. Sony
recognizes how important its products are especially in improving the life experiences
of its customers. This shows why it is always driven to constantly improve quality
without settling for normal.
2. Exceeding expectations. In this second component, Sony demonstrates its continued
commitment to supporting innovative attitudes that drive the creation of better products.
It has been doing this through the various designs that promise to not only offer the
customer better experiences but also create better linkages with the company.
3. Delivering excitement and entertainment. It is true that Sony leaves nothing to
chance when it comes to delivering excitement and entertainment the Sony way.
Through its new technological advancement mechanism, the company has shown its
desire to continue being the best in what it does. In fact, these ambitions are also directly
related to the first and the second characteristics in its mission statement.

Vision Statement
Sony vision statement is “Our vision is to use our passion for technology, content and
services to deliver kando, in ways that only Sony can.” The statement focusses on Kando, a
concept specific to Sony and a reflection of its linkage creation passion. Various components
relate to this statement:

1. Exploit our passion. The first component in Sony vision statement spells out the major
strength that Sony must exploit – its passion for technology, content and services to run
the operations of the firm. It is a reflection of what drives the workforce of the company
to be on their toes in designing competitive products for their customers.
2. Delivering Kando. Within Sony, Kando represents the emotional connectivity of
everyone involved in the company. It is an aspect that this vision statement emphasizes
on as the bonding element critical for the operations and processes within the firm.
3. The Sony way. In this component, Sony highlights its uniqueness as a brand and what
it does. In fact, this is reflected in its passion, embracement of the spirit of kando, and
most of all the quality that defines its products and services.

Core Values
Sony core values comprise “dream and curiosity, diversity, integrity and sincerity and
sustainability.” They ensure Sony stays in the right direction in the achievement of its goals.
They relate to the following factors:

1. Dream and curiosity

2. Diversity
3. Integrity and sincerity
4. Sustainability

To be the very best in the future, Sony believes in being innovative as doing so from a
diversified viewpoint as shown in the first and the second values. It also recognizes the
potential of acting responsibly and in an ethical manner. Finally, the company
understands that with these characteristics, it gains the ability to sustain its reputation.

MARKET SHARE
The Rs 22,000-crore Indian TV market has moved to the value brands in the 32-inch
segment, which is the largest, accounting for 60% of the market by volume and 45% by value.
Samsung recently launched a specific series for online by dropping prices across sizes.
CHAPTER 4: DATA ANALYSIS AND
INTERPRETATION
 DATA ANALYSIS AND INTERPRETATIONS:

GENDER AGE GROUP

INTERPRETATON:
From the above analysis

 70.5% of the population is male

 29.5% of the population is female
 40.80% maximum responses are from age group 18-25 years.
 3.20% least responses are from age group 50 years or above.
 INCOME LEVEL

8% 13%

20%
33%

26%

<15,000 <30,000 <50,000 <100,000 MORE THAN 100,000

INTERPRETATON:
From the above analysis

 Maximum responses are from income level <100,000

OCCUPATION
60
50
50 51
40
30
20
20
10
4 2
0
SELF EMPLOYED STUDENT SALARIED HOUSEWIFE OTHER

OCCUPATION

INTERPRETATON:
From the above analysis

 Maximum responses are from salaried and self employed people.

1. What kind of a television would you prefer to buy? (Select one)

KIND of TV

43

37

24

19

CURVED UHD LCD OLED PLASMA DISPLAY

KIND of TV

INTERPRETATION:

According to the survey which was carried out it has been observed that a OLED
display is a popular choice among majority of the users. People also prefer LCD but it can
be considered as the second choice. The research also shows a gradual change preference of
people from conventional television which is huge, bulky and thick to the new technology
televisions like the LCD, Plasma , CURVED UHD, OLED displays which are very thin, flat
and are very easy to be handled.
2. What is the most preferred brand of television according to you? (Select
one)

BRAND OF TV

65

32

25

LG SONY SAMSUNG

BRAND OF TV

INTERPRETATION:

During the survey a question was asked that which is the most preferred brand from
among the television manufacturers mentioned. It was observed that majority of the people
prefer to have Sony television as their first choice, followed by samsung and lg.
3. How long are you using this brand?(select one)

USAGE

32

17
14

LESS THAN 1 YEAR 1-2 YEAR 2-4 YEAR ABOVE 4 YEAR

USAGE

INTERPRETATION:

From above survey it is observed that most number of consumers of television are using the
same brand for more than 4 years.
4. What is the price range in which you would prefer to buy a television?
(Select one)

PRICE

Rs 40000/- and above

Rs.30000/- to 40000/-

Rs. 20000/- to Rs 30000

Rs 15000/- toRs 20000/-

Rs 10000/- to Rs 15000/-

0 5 10 15 20 25 30 35 40

PRICE

INTERPRETATION:

Entertainment plays a major role in an everyday Indian‟s life. So the question was
asked to see how much would an average Indian spends on buying a television. As the
economy is changing and people earning they would not mind spending more than Rs
30000/- and above on a television. Keeping in mind the first question which says that which
is type of television that an individual would prefer to buy it was observed that they would
prefer to buy a OLED . Also that the popular choice of people according to this survey was
Sony who makes hi-end televisions at a premium cost.
5. What are the features that you would look for when buying a television?
(Multiple Choice)

PREFERRED FEATURES

SIZE PICTURE QUALITY SOUND QUALITY APPEARANCE RESOLUTION SMART TV

14%
23%

18%

18%

17%
10%

INTERPRETATION:

Just to find out what a consumer usually would look for the most when buying a
television a question was asked with the above mentioned choices. The person being
interviewed was given the choices as the screen size, picture quality, sound quality, looks
and appearance, Resolution, smart TV. Since this was a multiple choice question the top 3
choices were the smart tv, picture quality and the sound quality which are a basic necessity
for any television.
6. What is the size of screen that you would prefer to buy? (Select one)

SIZE

50" & ABOVE 22

40"-50" 47

30"-40" 42

20"-30" 13

LESS THAN 20" 2

0 5 10 15 20 25 30 35 40 45 50

SIZE

INTERPRETATION:

When buying a television a screen size plays a very important role, since it is directly
related to the cost of the television that you prefer to buy. Like the bigger the screen the costs
increases or the smaller the screen the cost decreases. Besides this there are other factors
which also influence the individual to buy a television based on the screen size i.e. the space
where they put the television. The most preferred screen size is between 40” and 50”.

7. What is the impact of television in your life?

 IMPACTS OF TV

2% 17%
SOCIAL LIFE

40% KNOWLEDGE
SCOPE OF THINKING
41% OTHER

8. What is the basic purpose of the television that you buy? (select one)

BASIC PURPOSE

PERSONAL ENTERTAINMENT

PRESENTATION DISPLAY

SECURITY SYSTEM

GAMES

FAMILY ENTERTAINMENT

0 10 20 30 40 50 60 70 80 90

BASIC PURPOSE

INTERPRETATION:

To understand the basic usage of television respondents were given the following choices
Family entertainment, playing games, security systems, presentation displays and personal
entertainment. The favorite choice was the family entertainment.
9. What are the ways by which you learn about the television you wish to
buy? (multiple choice)

BUYING INFLUENCE

INTERNET

EVENT SPONSERS

TV DEALERS

TV COMMERCIALS

NEWSPAPER

0 10 20 30 40 50 60

BUYING INFLUENCE

INTERPRETATION:

To understand the consumer how he gets influenced to buy a television we asked this
next question of what are the ways by which the consumer learns about the television that
he/she wishes to buy. The majority of them responded through INTERNET. The second
highest vote goes to the TV COMMERCIALS. So basically these are the two mediums
through which a consumer is influenced to buy a television.
10. Where would you like to purchase a T.V ?

PURCHASE SOURCE

46

39

26

16

AUTHORISED RETAILER COMPANY OUTLET MULTIBRAND ONLINE

SHOWROOMS

PURCHASE SOURCE

INTERPRETATION:

In order to determine the most likely purchase source for television we asked this question.
Result shows that people prefer multibrand showrooms, authorised dealers to buy television.

11. What are the additional features that you would like to have in a
television?

ADDITIONAL FEATURES
PROGRAM RECORDER VIDEO CONFERENCING HDMI SLOTS
INTERNET BROWSING BUILT IN COMPUTER

17% 20%

13%

32%

18%
12. On which occassion you would like to bought new television?(select one)

OCCASSION

NEW YEAR FESTIVAL MARRIAGE OTHER

13. How important role does your existing television brand play when
buying a new television? (rank 1-5 and 1 being lowest and 5 being highest)

1 2 3 4 5

IMPORTANCE
50
40

30

20

10

0
LOWEST LOWEST MEDIUM HIGH VERY HIGH

IMPORTANCE

INTERPRETATION:

The last question of the survey was to understand that how important is the influence
of your existing television brand to the consumer when buying a new television. Even though
it is not the highest people still prefer to have a new television of the same brand that they
had earlier. The reasons could be various like the quality of the product or even the after
sales service
CHAPTER 5: MAJOR FINDINGS
 MAJOR FINDINGS

While doing the research on the “consumer buying preference for television” it gave
me a lot of helpful information that can help solves a lot of problem related to understanding
a consumer. This research can help a lot of television manufacturing companies to
understand what exactly their consumers want and to focus on the specific needs and hence
increasing the profits.
After thoroughly doing the research on the “consumer buying preference for
television” the following recommendations can be made which are as follows:
1. The newer technologies in the market like the CURVED UHD and the OLED are
surpassing the conventional bulky televisions.
2. Most preferred brand by my survey was SONY but this can possibly be due to the
sample size and the sample area which was being considered since people in the
specified sample area might more prefer to have a premium television in their living
room. But I still see that there are other companies also who have a lot of scope to
increase their market share other than the top companies.
3. Consumers prefer to have a television of the best quality and they will not mind
paying a premium price for the same. Thus it can be recommended to all the
manufacturers to consider the fact of the rising Indian Economy and also the
purchasing power of the buyers and to bring out products which are new in
technologies and are priced at a premium rates.
4. The television manufacturing companies should concentrate on giving the
customers value for money. Hence we recommend them to focus on the basic needs
of the consumer when they buy a television i.e. smart tv, picture quality, sound
quality and screen size. The other features of the television can be a secondary
need.
5. From the research it was found out that the consumer prefers to have a television
that is in the size of 40” to 50”. Hence the companies are recommended to
manufacture the screens in between those sizes. This would help them in reducing
inventory costs and getting products to their target customers.

6. As spoken earlier picture, sound and screen size play an important role when it
 comes to a consumer buying a television. Manufacturers should focus on the basic
needs of the consumer, but along with that if they can also introduce newer features
along with the conventional television features it would be good.
7. Television manufactures should clearly separate the use of televisions from
commercial to personal use. As a vast majority of television users prefer to use the
televisions for home entertainment, manufacturers should introduce a new
segment of televisions which can be used for commercial purposes like presentation
displays or security televisions with other features and can charge them at a
premium price.
8. Advertising plays a very important role for a new company when it launches a
product. Depending on the funding the company needs to select the two best
available sources of advertisement i.e. the television commercials and the use of
digital media or internet.
9. This research was being done with also to find out whether there is a scope for the
next generation television. The second most expected feature of a built in computer
is what the manufacturers can focus at giving the consumer access to every possible
technology available on the planet.
10. It‟s always been said that “The first impression always makes the last impression”,
or in this case that the first impression always makes a lasting impression. Hence the
responders are high when it comes to the impression of the existing brand.

Concluding the entire research was done to understand the consumer buying behavior &
preference when buying a television was a success.
 QUESTIONNAIRE

PERSONAL INFORMATION

NAME : _____________________________________ GENDER MALE / FEMALE

OCCUPATION :

1. SELF EMPLOYED 2. SALARIED 3. HOUSEWIFE 4. STUDENT 5. OTHER

AGE: 1. 18-25 2. 25-35 3. 35-50 4. 50 & ABOVE

INCOME LEVEL : 1. <15000 2. <30000 3. <50000 4. <100000

5. MORE THAN 100,000

SURVEY ON CONSUMER BEHAVIOUR ON BUYING TELEVISION

1. What kind of a television would you prefer to buy? (Select one)

a. Curved UHD TV. b. LCD (Liquid Crystal Display)

c. OLED (Organic Light Emitting Diode) d. Plasma Display

2. What is the most preferred brand of television according to you? (Select one)

a. LG b. Samsung . c. Sony

3. How long are you using this brand?(select one)

a. less than 1 year b. 1-2 year c. 2-4 year d. Above 4 year

4. What is the price range in which you would prefer to buy a television? (Select one)

a. Rs 10000/- to Rs 15000/- b. Rs 15000/- toRs 20000/-

c. Rs 20000/- to Rs 30000/- d. Rs.30000/- to 40000/- e. Rs 40000/- and above

5. What are the features that you would look for when buying a television? (Multiple Choice)

a. Size of the Screen b. Picture Quality e. looks and appearance

c. Sound Quality d. Smart TV f. Resolution

6. What is the size of screen that you would prefer to buy? (Select one)

a. Less than 20" b. 20" to 30" e. 40” to 50”

c. 30" to 40" d. 50" and Above

7. What is the impact of television in your life?

a. it affects my social life c. increases my knowledge

b. it expands my scope of thinking d. other

8. What is the basic purpose of the television that you buy? (select one)

a. family entertainment b. Playing console games like sony ps3, xbox 360
c. Security Systems d. Presentation Display
e. Personal Entertainment

9. What are the ways by which you learn about the television you wish to buy? (multiple choice)

a. Newspaper Advertisement b. Television Commercials

c. Television Dealers d. Event Sponsorers
e. Internet
10. Where would you like to purchase a T.V ?

a. Authorised Retailer b..Company Outlet

c..Multibrand Showroomvv d. Online/E-Commerce

11. What are the additional features that you would like to have in a television? (multiple choice)

a. Program Recording Capability b. Video conferencing e. built in computer

c. HDMI Slots d. Internet Browsing
12. On which occassion you would like to bought new television?(select one)

a. New Year B. Festival C. Marriage D. Other

13. Who influcend your decision the most to buy a particular brand of television ?

a. Spouse b. Children c. Friends d. Other

14. How many hours you spend watching T.V?

a.Upto 1 hr b.1 to 3 hrs c.3 to 5 hrs d.more than that

15. How important role does your existing television brand play when buying a new television? (rank 1-5 and 1
being lowest and 5 being highest)

1 2 3 4 5