www.ijemr.

net ISSN (ONLINE): 2250-0758, ISSN (PRINT): 2394-6962

Volume-6, Issue-2, March-April 2016

International Journal of Engineering and Management Research
Page Number: 401-406

A Study of Consumer Buying Behavior in Organized Retail Sector:

Electronic Industry (Samsung Televisions)
Dr. Irfan Siddiqui1, Dr. Ujjwal M. Mishra2
1,2
Associate Professor Sinhgad College of Engineering, Department of Management Studies, Pune, INDIA

ABSTRACT 1.The psychology of how consumers think, feel, reason,

Organized retailing is changing the entire
perception of shopping in terms of buying behavior.
Increased household incomes, education, convenience of
getting all useful items under one roof and payment through
card are some of the factors responsible for inclination of
consumer’s towards organized retail. The objective of this
study is to analyze consumer shopping behavior in retail
stores at Ranchi city. The data for this study was collected
through self administered questionnaire and face to face
intercepts of shoppers at reliance mart and big bazaar. The
objective of this study is to analyze the consumer shopping
behavior dimensions and to measure the significance of
demographic variables on shopping behavior.
Keywords--- Consumer behavior, consumer purchase
preference
and select between different
alternatives (e.g., brands, products);
2. The psychology of how the consumer is influenced by
his or her environment (e.g.,
culture, family, signs, media);
3.The behavior of consumers while shopping or making
other marketing decisions;
4. Limitations in consumer knowledge or information
processing abilities influence
decisions and marketing outcome;
5. How consumer motivation and decision strategies differ
between products thatdiffer in their level of importance or
interest that they entail for the consumer.
6. How marketers can adapt and improve their marketing
campaigns and marketing
strategies to more effectively reach the consumer.

I. INTRODUCTION II. CURRENT SCENARIO

Consumer behavior is the study of how people
buy, what they buy, when they buy and why they buy. It
blends elements from psychology, sociology, socio
psychology, anthropology and economics. It attempts to
understand the buyer decision making process, both
individually and in groups. It studies characteristics of
individual consumers such as demographics,
psychographics, and behavioral variables in an attempt to
understand people's wants. It also tries to assess influences
on the consumer from groups such as family, friends,
reference groups, and society in general. Belch and Belch
(2007) define consumer behavior as the process and
activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products
and services so as to satisfy their needs and desires. The
study of consumer behavior helps firms and organizations
improve their marketing strategies by understanding issues
such as,
In recent years the electronic industry is growing
at a brisk pace. It is currently worth US$ 32 Billion and
according to industry estimates it has the potential to reach
US$ 150 billion by 2010. The largest segment is the
consumer electronics segment. While is largest export
segment is of components. The electronic industry in India
constitutes just 0.7 per cent of the global electronic
industry. The electronics market of India is one of the
largest in the world and is anticipated to US$ 400 billion
in 2022 from US$ 69.6 billion in 2012. The market is
projected to grow at a compound annual growth rate
(CAGR) of 24.4 per cent during 2012-2020.
Total production of electronics hardware goods in
India is estimated to reach US$ 104 billion by 2020. The
communication and broadcasting equipment segment
constituted 31 per cent, which is the highest share of total
production of electronic goods in India in FY13, followed
by consumer electronics at 23 per cent.

401 Copyright © 2016. Vandana Publications. All Rights Reserved.

www.ijemr.net ISSN (ONLINE): 2250-0758, ISSN (PRINT): 2394-6962
Electronic exports from India was expected to
reach US$ 8.3 billion in FY13, a CAGR of 27.9 per cent
during FY07–12. Technological improvements and
competitively cost effectiveness are main drivers for
demand of Indian electronics products abroad.
The Government of India has set up Electronic
Hardware Technology Parks (EHTPs), Special Economic
Zones (SEZs) and a brought about a favorable climate for
foreign direct investment (FDI). It has also increased
liberalization and relaxed tariffs to promote growth in the
sector. In addition, the government gave its green signal to
the Modified Special Incentive Package Scheme (MSIPS)
under which the central government will be offering up to
US$ 1.7 billion in benefits to the electronics sector in next
five years.
The growing customer base and the increased
penetration in consumer durables segment has provided
enough scope for the growth of the Indian electronics
sector. Also, digitization of cable could lead to increased
broadband penetration in the country and open up new
avenues for companies in the electronics industry.
III. SAMSUNG ELECTRONICS IN
INDIA
Samsung Electronics commenced its operations in
India in December 1995 and is to-day a leading provider of
Consumer Electronics, IT and Telecom products in the
Indi-an market. Samsung India is the Regional
Headquarters for Samsung’s South West Asia operations,
which provides employment to over 45,000 employees
with around 11,500 employees being involved in R&D.
Samsung began operations in India through its
manufacturing complex located at Noida (UP), which
today houses facilities for Colour Televisions (including
3D, LED and LCD Televisions), Mobile Phones,
Refrigerators, Washing Machines and Split Air
Conditioners categories. Samsung commenced operations
of its second state-of-the-art manufacturing complex at
Sriperumbudur, Tamil Nadu in November 2007. Today,
the Sriperumbudur facility manufactures Colour
Televisions, Fully Automatic Front Loading Washing
Machines, Refrigerators and Split Air Conditioners.
Samsung India has three R&D Centres in India–two in
NCR and one in Bangalore. While the Noida R&D Centres
develops software solutions for high-end televisions such
as Plasma TVs, LCD TVs and Digital Media Products, the
other Centre is engaged in R&D solutions for product
hardware. The Bangalore R&D Centre works on major
projects for Samsung Electronics in the area of telecom,
wireless terminals and infrastructure, Networking, SoC
(System on Chip) Digital Printing and other
multimedia/digital media as well as application software.
Samsung India is a market leader in product
categories like LED TVs, LCD TVs, Slim TVs and Side
by Side Refrigerators. While it is the second largest mobile
402 Copyright © 2016. Vandana Publications. All Rights Reserved.
handset brand in India, it leads in the smart phone segment
in India.
Samsung India has won several awards and
recognitions for both its corporate initiatives as well as its
product innovations in Audio Visual, Home Appliance, IT
and Telecom Product categories.
Apart from development of innovative
technology, Samsung places great importance on acting as
a responsible corporate citizen in the communities where it
operates. Its CSR programs respond to the social and
environmental needs and seek to give back to communities
that support the company. In 2009, Samsung launched the
company’s Corporate Social Responsibility initiative
‘Samsung Hope Project’ with projects in the areas of
education, culture, sports, social welfare and community
development. Each program, under the Hope Project,
uniquely addresses the needs of individual com-munities
while emphasizing on innovations for development of the
community including education, technology, engineering
and IT technical training.
The Company’s CSR initiatives such as Samsung
Smart Class and Samsung Technical Schools have been
recognized by several reputed organizations, and the
Company has won accolades from these projects aimed at
giving back to the society.
IV. LITERATURE REVIEW
The various studies related to consumer behaviors
in India and abroad are being referred by the researcher.
The general field is one which has been extensively
studied, and the research is discussed and reviewed by
Wahyuningsih and Chris Dubelaar (2004) in his paper
‘Consumer Behavior and Satisfaction’ of Monash
University. In their studies they have concluded that To
satisfy their customers, companies need to identify clearly
each segment of consumers whether they are passive,
rational-active, or relational dependent consumers. This is
because these three types of consumer perceive their levels
of satisfaction differently. Since rational active and
relational dependent consumers are very sensitive about
their feelings and expectations, companies need to
communicate and increase their performance continuously.
A study by (Christensen 1999) shows that out shopping is
inversely related to the size of the town of residence. Some
researchers have viewed shopping as a leisure activity (e.g.
Jackson 1991, Newby 1993). Other relevant studies
address the interaction between the physical infrastructure
and consumers’ choice of retail outlets. Even though
Fernie (1997) does not treat consumer preferences as a
separate issue, his work seems likely to provide inspiration
for the present study. Fernie looked at the retail changes in
the United Kingdom and included a consideration of the
logistical consequences of the developments there. The
Robert V Kozinets& John F Sherry studies (2002) have
explained the flagship brand stores as an increasingly
www.ijemr.net ISSN (ONLINE): 2250-0758, ISSN (PRINT): 2394-6962
popular venue used by marketers to build relationships
with consumers. They have stated that , as we move
further into an experience economy in the new millennium,
retailers are refining the flagship brand store into new
forms such as the themed retail brand store. This new form
not only promotes a more engaging experience of the
brand’s essence but also satisfies consumers looking for
entertainment alongside their shopping. Douglas D. Davis
and Edward L. Millner (2004) studies have concluded that
series of purchase decisions for chocolate bars given (a)
“rebates” from the listed price, (b) “matching” quantities
of chocolates for each bar purchased, and (c) simple price
reductions, participants purchase significantly more
chocolate bars under a “matching” sales format than under
a comparable “rebate” format. In attention to the net
consequences of decisions, as well as some “rebate
aversion”, explain the preference for matching discounts.
Journal of Business and Retail Management Research
(JBRMR) Vol 7 Issue 1 October 2012 A Journal of the
Academy of Business and Retail Management (ABRM)
Carrie Heilman (2002) has examined the impact of in-store
free samples on short and long-term purchasing behavior.
They suggest that the population of in-store samplers can
be divided into three segments based on their motives for
sampling: “Information Seekers”, “Party Goers,” and
“Opportunists,” and propose that short- and long-term
shopping behavior differs across these three segments
post-sample. They had conduct an in-store experiment and
find support for their theory and hypotheses The
researchers have tried to explain the consumer behavior
and promotional strategies adopted by retailers. They have
explained that consumer spending pattern varies with retail
formats of the retailers. Also researchers have mentioned
that consumers select the outlet on the basis of product
offerings.
V. STATEMENT OF PROBLEM
“Study on consumer buying behavior towards
Samsung televisions with reference to Kudal city in
Sindhudurg
Objectives:
1. To know about consumer buying behavior
towards Samsung televisions.
2. To identify factors which influence customers
while they make their decisions
3. To know perception of people towards Samsung
TV.
Scope :
1. This report will help to understand the consumer
behavior towards purchasing a new TV.
2. This report provides a frame of mind of people,
what are the expectations of consumers.
403 Copyright © 2016. Vandana Publications. All Rights Reserved.
VI. RESEARCH METHODOLOGY
“Research is the systematic design, collection,
analysis and reporting of data and findings relevant to a
specific situation or problem”. In the current study
research is carried out by formulating the questionnaire. To
attain the objectives widely prevalent questionnaire
method was adopted first of all a pilot testing has been
taken with the help of questionnaire to evaluate the
correctness of the questionnaire. After that the revised
questionnaire was prepared.
VII. RESEARCH DESIGN
Descriptive Research design is used in the current
study.
For the purpose of study the researcher selected Kudal City
belonging to Maharashtra state of India.
• Sampling Method:
Simple random sampling was used for the purpose of
research by the researcher.
• Sample unit:
Retailer, dealer and distributors where treated as sample
unit.
• Sample Size:
The sample size of 125 was selected by researcher
consisting of retailer, dealer and distributor.
VIII. DATA COLLECTION
Method Of Data Collection
In order to study the consumer buying behavior
regarding the purchase of Samsung televisions with respect
to other companies in Kudal city both primary and
secondary data was collected.
Data Analysis:
Since data collected is nonparametric in nature
therefore data analysis is done using CHI SQUARE test at
5%
Significance level (α=0.05). Null hypothesis is
rejected where α≤0.05 & it is accepted when α>0.05.
SPSS software is used to analyze data.
IX. DATA ANALYSIS
Sources that influenced respondents to buy Samsung
televisions
H0: There is no influence of various factors in buying
Samsaung TV
H1: There is influence of various factors in buying
Samsaung TV
www.ijemr.net ISSN (ONLINE): 2250-0758, ISSN (PRINT): 2394-6962

Table No:1.1
Response No. of respondents Percentage

Advertisement 25 20

Family,Friend and relatives 70 56

Shape and size 18 14.4

Price 12 9.6

Total 125 100

Chi-Square Test
Frequencies
Sources of Influence
Observed N Expected N Residual
Advertisement 25 31.3 -6.3
Freinds Relatives 70 31.3 38.8
Shape and Size 18 31.3 -13.3
Price 12 31.3 -19.3
Total 125
Test Statistics
Sources of
Influence
Chi-Square 66.776a
df 3
Asymp. Sig. .000

Analysis Size of Samsung televisions preferred

In the above table it can be observed that the chi H0: There is no relation between size of television and
square value of 66.77 is significant at 3 degrees of preference
freedom, showing there is significant difference in H0: There is a relation between size of television and
expected and observed frequencies. Therefore we reject preference
the null hypothesis and conclude that various media
sources have différent level of influence on the Customer.

Table No:1.2
Size of Samsung TV No. of respondents Percentage

19”-29” 10 8

32”-39’ 25 20

40”-43” 70 56

20 16

Total 125 100

404 Copyright © 2016. Vandana Publications. All Rights Reserved.

www.ijemr.net ISSN (ONLINE): 2250-0758, ISSN (PRINT): 2394-6962

Size of TV
Observed N Expected N Residual
19”-29” 10 31.3 -21.3
32”-39" 25 31.3 -6.3
40”-43” 70 31.3 38.8
Less Important 20 31.3 -11.3
Total 125

Test Statistics
Size of TV
Chi-Square 67.800a
df 3
Asymp. Sig. .000

Analysis observed frequencies. Therefore we reject the null

In the above table it can be observed that the chi hypothesis and conclude that size of the TV affects
square value of 67.8 is significant at 3 degrees of freedom, preference of customers.
showing there is significant difference in expected and Level of satisfaction

Table No:1.3
Response No. of respondents Percentage

Fully satisfied 20 16

Satisfied 50 40

Somewhat satisfied 10 8

Not satisfied 20 16

Least satisfied 25 20

Total 125 100

120

90

60
No. Of Respondents Percentage

30

0
Fully Satisfied Somewhat Not Least
Satisfied Satisfied Satisfied Satisfied

Interpretation
Maximum number of customers were satisfied with Samsung televisions as per the survey.

405 Copyright © 2016. Vandana Publications. All Rights Reserved.

www.ijemr.net
X. FINDINGS
1. It was found that maximum number of people own a TV
and that of Samsung brand.
2. It was also observed that most of the peoples have
purchased their TV on the basis of brand name.
3. It was found that people were more influenced by their
family, friends and relatives for buying their Samsung
brand TV.
4. Mostly people have they collected information about the
Samsung tv through advertisements.
5. It was also observed that nowadays people have started
using bigger size tv as compared to smaller size.
6. It has been also observed that most of the people are
using Samsung TV from longer period of time. And also
are satisfied with the brand and are ready to recommend
others for using the brand.
7. Sources that influenced respondents to buy Samsung
televisions.
XI. CONCLUSION & SUGGESTIONS
1. Most of the people have own Samsung brand TV. The
dealer should promote the TV of other brands also.
2. People are more influenced by their friends and family
for buying TV rather than other sources. The dealer can
also hire trained sales persons to influence the customers to
increase sales.
406 Copyright © 2016. Vandana Publications. All Rights Reserved.
ISSN (ONLINE): 2250-0758, ISSN (PRINT): 2394-6962
3. Dealer can start after sales service for the TV so that
more customers get attracted for buying TV.
REFERENCES
[1] Deitel, H., Deitel, P., And Neito, T. (2001), E-Business
And E-Commerce (How To Program), Prentice
Hall, New Jersey
[2] Barletta, M. (2003). Marketing To Women: How To
Understand, Reach, And Increase Your Share Of
The World’s Largest Market Segment. Chicago, IL,
Dearborn Trade Publishing..
[3] Boudreau, M.-C. & Watson, R. T. (2006), Internet
Advertising Strategy Alignment Internet Research,16, 23 -
37.
[4] Canavan, O., Henchion, M. & O'reilly, S. (2007), The
Use Of The Internet As A Marketing Channel For
Irish Speciality Food International Journal Of Retail &
Distribution Management 35, 178 – 195.
[5] Baourakis, G., Kourgiantakis, M. & Migdalas, A.
(2002), The Impact Of E- Commerce On Agrofood
Marketing: The Case Of Agricultural Cooperatives, Firms
And Consumers In Crete, British Food
Journal, 104, 580-590.
[6] Hanson, W. A. (2001), Principles Of Internet
Marketing, Cincinnati, OH, USA, South-Western College
Publishing.
[7] Harridge-March, S. (2004), Electronic Marketing, The
New Kid On The Block. Marketing Intelligence