Mukt Shabd Journal ISSN NO : 2347-3150

A STUDY ON CONSUMER BEHAVIOUR TOWARDS LED TV

IN COMIBATORE DISTRICT
Ms.M.NITHYADEVI
Assistant Professor, Department of Commerce with CA,
SNMV College of Arts and Science, Coimbatore, India.
Abstract
The Government of India has increased liberalization which has favored FDI. Also,
policies such as National Electronics Mission and digitization of television and setting up of
EHTP (Electronic Hardware Technology Park) are expected to boost the growth of this sector.
India Smart TV Market Outlook 2017-2025, has been prepared based on an in-depth market
analysis from industry experts. The report covers the competitive landscape and current position
of major players in the India smart TV market space. Since this study pertains to influence and
consumer behavior of LED TV in Coimbatore district.
Keywords: Digitalization, Technology, LED TV.

1. INTRODUCTION AND DESIGN OF THE STUDY

Electronic goods (Mobile phone, Television, Music player). Since this study is on LED
TV it is worth to mention some facts regarding these product. According to Industry estimates,
the LED/LCD market is expected to grow around 20% from 2014 till 2020.
The Indian market for consumer electronics and appliances is around $ 9.7 billion and
has grown at a CAGR of 9.7% over the 2010 – 2014 periods and is poised to reach $20 billion by
2020 and organized retail industry is expected to cover a market share of 15% to 18% by 2020
and facilitate increased demand (CEAMA & EY CONSULTANCY firm, 2013). Moreover,
retailers are also providing easy finance scheme to the consumers by partnering with banks.

MEDIA AND ENTERTAINMENT INDUSTRY IN INDIA

The media and entertainment industry in India consists of many different segments
under its folds such as television, print, and films. It also includes smaller segments
like radio, music, out-of-home advertising, animation, gaming and visual effects
(VFX) and internet advertising. The entertainment industry in India has registered explosive

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growth in the last two decades making it one of the fastest-growing industries in India. From a
single state-owned channel, Doordarshan in the 1990s there are more than 400 active channels in
the country. Worldwide, 2010 saw the global economy begin to recover from a steep decline in
2009. Improved economic conditions in 2010 played a major role in a rebound in customer
spend. Since the world economy began to recover from the global financial crisis of 2008,
improved economic conditions played a major role in a rebound in consumer spending.
India smart TV market registered robust growth in 2017 attributed to a sharp drop in the
prices of smart TVs as well as rising penetration of smart TV vendors. Substantial investment
flows by video streaming media companies like Netflix, Amazon Prime and Hotstar led to an
increase in the number of Pay-Tv subscribers. Furthermore, rise in disposable income levels and
growing internet penetration in the country also contributed to an increase in sales of smart TVs.
According to this research, India Smart TV Market is expected to grow at a CAGR of
30.2% during 2018-24. Households in India are at a cusp of transition and a shift in preference
has been witnessed from conventional TV sets to smart TV sets. Changing lifestyle of middle
income population is attributed to rise in income level, increasing awareness, adoption of new
technology and increasing internet penetration. Additionally, government initiatives primarily in
tier-II and tier-III cities are some of the key factors which are likely to bolster the growth of
Indian smart TV market during the forecast period.

LED TV (light emitting diodes)

A flat panel LCD TV set that uses LEDs (light emitting diodes) for its backlight source
rather than the earlier cold cathode fluorescent lamps.
Smaller, more power efficient and having a greater optical range than the fluorescents, LED TVs
produce deeper blacks and more saturated color. In 2005, Sony offered the first LED TV.
Although an LED TV is really an LCD TV with LED backlighting, the industry branded
them as LED TVs to avoid monikers such as "LED backlit TV" or "LED-based LCD TV."
LED television is modern entertainment technology devices that often utilizes a series of
light emitting diodes for representing a clear back light display of television. A true LED TV is
one of those giant screens you usually see at outdoor stadiums, at grand prix events and rock
venues. LED televisions are vigorous sets for high-definition picture delivery, they are large

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screens made up of thousands of extremely bright LED lights. The size of LED’s is mostly too
big and full of chunks to use in TVs, but they are ideally suited as a light source for back lighting
LCD crystals.

CONSUMER BEHAVIOR
“Consumer Behavior is the study of individuals, groups or organizations and the
processes they use to select, secure and dispose of products, services, experiences or ideas to
satisfy needs and the impacts that these processes have on the consumer and society” (Kuester,
Sabine (2012)).

NEED AND IMPORTANCE OF STUDY

The present study is to know the position of various brands of LED TV and the market
sale of product increase by number of factors. The sales volume of the LED TV depends upon
many factors which are highly influencing the buying decision of the consumer.

OBJECTIVES OF THE STUDY

Objective of the research enables the research to collect the necessary relevant
information.

 To study the preference level of the consumer who have used the led technology in the
form of LED TV.
 To study of consumer behavior towards LED TV

SCOPE OF THE STUDY

Any time that a task of doing a research is to be undertaken, the essential guidline is to
define explicitly the scope of study.
The scope of the study basically means all those things that will be the covered in the
research project. It defines clearly the extent of content that will be the covered by the means of
the research in order to come to more logical conclusion and give conclusive and satisfactory
answers to the research.

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STATEMENT OF THE PROBLEM

A thorough knowledge of consumer behavior, preference, attitudes and motivations is
essential for market segmentation. The analysis of consumer behavior is one of the best
foundations on which the future of marketing depends. Though there are various advertising
media that exist and are adopted by companies, advertising through television is one of the most
important media which helps the firms visualize the feature performance and peculiarity about
the products and services to the public. This research is about the brand awareness, brand
satisfaction, brand preference and factors which influence the brand preference. So the study take
as advance model of television like LED AND LCD TV.

RESEARCH METHODOLOGY

METHODOLOGY
There are two sources of data collection methods have been adopted for this study. One is
Primary data and another is Secondary data. This study is basically relying on primary data by
framing well- structured questionnaire to draw opinions or responses from respondents.

ANALYSIS OF DATA

The primary data collected from parents are analyzed by using various statistical tools in
order to match results with the objectives of the study.
 Chi square analysis
 Rank correlation

LIMITATIONS OF THE STUDY

 The study is limited only to a particular area in Coimbatore city and therefore, the
findings of the study cannot be the same for other areas.
 All the findings and observations made in the study are drawn only on the information
supplied by the respondents’ which is based on their preference, ideas and hence there
is a chance of bias.

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2. REVIEW OF LITERATURE
The basic purpose of the ‘Review of Literature’ is to acquire thorough and state of the art
knowledge of the problem area so that the researcher can develop a comprehensive view. The
review helps in finding the gaps in literature available and eventually facilitates formation of a
precise research problem. The researcher should acquaint oneself by going through different
studies already undertaken in the problem area as well as the related areas. The review of
literature has hitherto been a cumbersome exercise that requires continuous monitoring and
concentration. This chapter presents an overview of work undertaken by academicians,
researchers and experts regarding Television Industry .

3. PROFILE OF TELEVISION INDUSTRY IN INDIA

Out of all the media and entertainment options open to Indians, television is the winner of
the game, hands-down. TV remains the most penetrated medium in the country, catering to over
a 100 million households and counting. Gone are the days of pride and prestige over the
ownership of a bulky cathode-ray tube television. Today, not only do a vast majority of Indians
own a television set, they also have a choice to browse over 850 channels.
Programming for the small screen developed in the early 1980s in India. With just one
government-owned national television channel- Doordarshan, there was a limited variety in
terms of content. However, the first major production for Indian television came in the form of
two series based on their namesake mythology epics - the Mahabharata and the Ramayana.
When India liberalized its economy in the early 1990s, the government allowed private
investments in television programming and distribution. Under these new reforms, the broadcast
media got a boost and many private players, including foreign brands like CNN and Star TV
invested in India. Moreover, technological advancements like cable, satellite TV and today's
foray into DTH and digitalization have led to the creation of new jobs and skill sets over time.
Consequently, the country had also witnessed a continuous increase in both the
advertising as well as the subscription revenues from the industry. In 2019, India’s TV industry
earned over 714 billion rupees from subscriptions and advertising revenues put together. This is
no surprise because Indians were some of the most regular television viewers globally, with
an average viewing time of four hours daily in 2017.

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Although these are surprising growth figures for an industry considered to be in slow
decline globally, the numbers were a clear indication that Indians continued to be glued to their
TV sets - whether for their beloved soap operas or the various cricket tournaments. This is not to
say that the challenges posed by an increasingly digital world are not real. Big brand channels
like Sony and Star India had already made massive investments in over-the-top streaming
services, marking the beginning of a digital race within the industry.

4. DATA ANALYSIS
Hypothesis Testing -1
Null hypothesis H0: There is no association between respondents income to factors affecting
buying behaviour.
Alternative hypothesis H1: There is an association between respondents income to factors
affecting buying behaviour.
TABLE 4.21

Below 15001- 25001-

Income
15000 25000 35000 Above 35001 Total
Factors

Finance 3 10 7 6 30
Technology 2 4 4 5 19
Brand&
Service 5 3 3 13 26
Style 4 3 4 4 16
Life 1 2 2 3 9
Total 15 22 20 31 100
Table value: χ2 = (r-1) (c-1) d.f = (5-1) (5-1) d.f = (4) (4) d.f = 16 d.f = 26.296

Inference: χ2 calculated value is < χ2 tabulated value. So we Accept H0 .

H0: There is no association between respondents income to factors affecting buying behavior.

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SPEARMAN RANK CORRELATION :

H0: There is no association between the two variables experience and satisfaction by using LED
TV.

TABLE 4.22

X R1 Y R2 d d2

21 3 27 2 1 1

39 1 35 1 0 0

26 2 25 3 -1 1

14 4 13 4 0 0

TOTAL 2

Where d = difference between ranks and d2 = difference squared

We substitute this into the main equation with the other information as follows:

Spearman correlation coefficient

= 1- =1- 0.2

rp = 0.8
Spearman rank-order correlation having 0.8. sure that there is less than a 5% chance that the
strength of the relationship ( ρ coefficient) the null hypothesis were true.

H0: There is no association between the two variables brand and motivating factors by using
LED TV

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TABLE 4.23

X R1 Y R2 d d2

16 3 24 1 2 4

10 6 16 3 3 9

22 1 21 2 -1 1

4 8 12 4 4 16

6 7 6 7 0 0

11 5 8 6 -1 1

18 2 4 8 -6 36

13 4 9 5 -1 1

TOTAL 68

Where d = difference between ranks and d2 = difference squared

we substitute this into the main equation with the other information as follows: Spearman correlation
coefficient

= 1

= 1-0.809
rp = 0.190

Spearman rank-order correlation having 0.190. sure that there is less than a 5% chance that the
strength of the relationship ( ρ coefficient) the null hypothesis were true.

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5. FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

 The majority (63 %) of the respondents are male

 The majority (43 %) of the respondents are in the age group of 21 between 35
 The majority (65 %) of the respondents are married.
 The majority (77 %) of the respondents are Nuclear family
 The majority (36 %) of the respondents are profession
 The majority (34 %) of the respondents are from income of 25001 between 35000
 The majority (49 %) of the respondents are from no of family members 2 between 4
 The table shows (100 %) of the respondents are having LED TV
 The majority (68 %) of the respondents are having only one TV
 The majority (24 %) of the respondents are having LG brand
 The majority (32 %) of the respondents reason for select the particular brand is finance
 The majority (50 %) of the respondents are from others
 The majority (54 %) of the respondents are purchase their TV in showroom
 The majority (36 %)of the respondents are from 10001 between 20000
 The majority (39 %) of the respondents are from 3 between 5 years
 The majority (51 %) of the respondents are from 2 hr between 3 hr
 The majority (34 %) of the respondents are reason watching TV is Time pass
 The table 4.19 that the majority (100 % )of the respondents are having cable connection
and table 4.20 that the majority (54 %) of the respondents are having DTH
 The majority 46% of the respondents are buy their LED TV on credit

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SUGGESTIONS
Based on the findings observed from the analysis the following suggestions are offered.

 Salient feature to be improved to scope with current life and it should be

demonstrated properly through advertisement strategy.
 Retention of customer is more important than the creation of customer. So
the sellers have to concentrate on after sale service, then only retention of customer is
possible.
 Price of the LED TV can also be at reasonable price so that it enables the middle
class people also to buy.
 Consumers are ready to pay reasonable cost to the product which has good qualities
and features, so companies should make themselves ready to give the best product and
satisfy the end users.

CONCLUSION
This project helped me tremendously in knowing how marketing activities are
carried out in a real situation. Today there are number of brands of LED TV available in the
market and they differ in price, quality, capacity etc. in the present technological era, it can be
easily said that all middle class people are also using the LED TV to replace the human
resources. As LED technology developments continue to improve brightness and reliability,
LED illumination may become more of a mainstream light source for many future applications.
Future developments will be able to take further advantage of the fast LED switching
time to improve video performance, enhance contrast without mechanical components,
and create adjustable color gamut’s that far exceed the possibilities of traditional illumination
sources. New products will soon benefit from these fundamental capabilities providing new,
unique design that offer instant on better colors, and overall better picture using the speed
of micro mirror arrays. With the advantages of LED TV technologies working together, it is
expected that HDTVs will provide even better performance with better reliability far exceeding
any existing HDTV product. The different models of LED TV in appealing to the consumer
will create more demand for LED TV if the above suggestions are implemented. Finally,
the LED technology on LED TV made a great change in the world of television.

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BIBLIOGRAPHY

[1] Geetha D. (2013). “Customer’s brand preference of laptops (with special

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[2] Gupta SP, and Gupta MP. (2012). “Business Statistics”, Sulthan Chand &
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[3] Kotler P. (2012). “Marketing Management”, Thirteenth Edition, Prentice

Hall of India Pvt. Ltd., New Delhi.

[4] Prabhu A. (2011). “A study on brand preference and customer satisfaction

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[5] Ramanathan V. (2010). “Brand management in electronic products with

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