A

PROJECT REPORT 

“A STUDY OF CONSUMER PREFERENCE TOWARDS LED

TELEVISION”

FOR 

THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE

DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION (2019-2022)  

           

SUBMITTED TO:  SUBMITTED BY: 

VAIBHAV LOHANI
MR. MANISH UPRETI
Amrapali Group of No
Roll Institutes
- 190945250116

3
 Faculty of Commerce and Business Management

( (Shiksha Nagar, Lamachaur, Haldwani, Uttrakhand)

AMRAPALI GROUP OF INSTITUTES

Faculty Of Commerce & Business Management

CERTIFICATE

This is certified that this Summer Training Report Project Titled "A STUDY
ON CONSUMER PREFERENCE FOR BUYING LED TV" submitted by VAIBHAV
LOHANI of BBA V Semester for partial fulfillment of award Of degree of
Bachelor of Business Administration has been completed by him under my
guidance.

He was sincere in putting efforts to presents this Research Report.

Name of project guide : MR. MANISH UPRETI

Designation: assistant professor

4
 Faculty of Commerce & Business Management

Amrapali group of institutes, Haldwani.

Shiksha nagar, Lamachaur, Haldwani — 263139 (Nainital) Uttarakhand

Landline: (05946) 238201 - 02 Mobile: 9520655000, Toll free: 1800- 180-
4727 E-mail: office@amarpali.ac.in Website:
www.amarpali.ac.in

DECLARATION

I , VAIBHAV LOHANI hereby declare that the research work presented

in this project report entitled “ STUDY OF CONSUMER

PREFERENCE TOWARDS LED TELEVISION ” for  the fulfillment

of the award of Bachelor in Business Administration from AMRAPALI

GROUP OF INSTITUTES. RUDRAPUR is based on my work during the

summer training in the “Sony” .The project embodies the result of original

work and studies carried out by me and the contents of the project do not

form the basis for the award of any other degree to me or to anybody else.

5
DATE VAIBHAV LOHANI

CERTIFICATE OF INTERNSHIP

6
 PREFACE

Information and entertainment are widely available nowadays, but gathering around
the TV to watch a show as a family is a convenient way to spend quality time
together. While we may consume a lot of internet content on our phones these days,
but watching television with family can be a terrific bonding experience.

I never anticipated to realise the importance of television in people's life until I

visited Sony India for my internship. Then, during my internship, I met several
customers and we discussed a variety of topics. Such as, what is their preferred
method of purchasing an LED television? For whom they are purchasing LED TV?
And one thing keeps coming up in my head: why are consumers more eager to buy
Sony products than other brands? Then I started exploring for these and other
queries, and I'd get amazing results on a regular basis. Which I attempted to address
in the following project report.

The study's main goal is to determine customer preferences for LED televisions,
with a focus on the Rudrapur city. The purpose is to learn more about LED
television brand preferences among consumers as well as the factors that affect such
preferences.

The present is not without constraints. There may be issues with a lack of limits in
some areas, as well as small errors such as typing errors. Though I did my best to
ensure that the report was error-free. If you find an error that was not made on
purpose, please accept my apologies. If the report may assist anyone by providing
information, I believe it has served its objective.

1
2
 ACKNOWLEDGEMENT

This humble endeavor bears the imprint of many persons who were in one way or

the other helpful in the completion of my project report. I would like to take this

opportunity to present my vote of thanks to my guides who acted as lighting pillars

to enlighten my way through out this project. This project would not have been

possible without the kind assistance and guidance of many people who indeed were

helpful, cooperative and kind during the entire course of my project.

The acknowledgment would not be complete without expressing my indebtedness

to my revered and learned faculty mentor Mr. Mukul upreti who guided me in this

project and was the constant source of reference for us and showed full interest at

each and every step of our project.

VAIBHAV
LOHANI

BBA - 5th
SEMESTER

1
 TABLE OF CONTENTS

TITLE
preface iii
LIST OF TABLES
v
1.0 INTRODUCTION

1.1 Sub section

1.2 Sub section

2.0 LITERATURE REVIEW

2.1 Sub section

2.2 Sub section

3.0 METHODOLOGY

2
3.1 Sub section

3.2 Sub section

4.0 EXPERIMENTATION

4.1 Sub section

4.2 Sub section

5.0 RESULT AND DISCUSSION

5.1 Sub section

5.2 Sub section

6.0 CONCLUSION

3
7.0 FUTURE SCOPE

7 REFERENCES

4
CHAPTER -1
INTRODUCTION

5
 INTRODUCTION

The study conducted by me is about how an individual behaves while purchasing a

television. In today's world, television has become an integral part of daily life, with
virtually every individual owning one. Choosing one such significant asset is a
problem for the customer and consumer.

I was appointed as a customer service representative at Sony India Pvt. Ltd. in

Rudrapur City, where I had to perform sales and service duties . The dealer who is
managing that store also sells other brands that are offering televisions at a very
competitive price, which is attracting more and more consumers than Sony. People
are getting confused between the brands and are motivated by many different
factors to choose a particular brand. However, in order to complete the transaction,
customers must choose one of the brands from the list. The most promising and
leading brands in the market are Sony, Samsung, LG, MI, TCL, Tomashi, Realmi,
Sansui. These brands strive among themselves to provide the best to the consumer
at as low a price as possible.

Because business competition is growing all the time, providing excellent service is
becoming increasingly important. When a firm's management performs exceptional
customer service, the company may develop long-term client connections while also
receiving a free promotion. During my 45 days as an intern, I discovered that
providing excellent customer service may be a key factor in convincing a consumer
to continue a purchase. This might also explain why, after viewing all of the
competitors' demos, the majority of consumers chose Sony.

Easy instalment method (EMI) offers also impact consumer choices for certain
items. You will learn more about this in the next chapters.

The study's goal is to learn about customer preferences for certain brands of LED
televisions, as well as the factors that influence consumer preferences for specific
6
products. The purpose of this study is to determine the position of various LED TV
brands on the market, as well as how the market sale of the product has increased
due to a variety of circumstances. 

In the study, I prepared a questionnaire that included several metrics and degrees for
customer behavior and reaction, as well as their previous experiences. The research
mostly comprised of people who are open to innovation and are ready to spend on
quality rather than the quantity.

LITERATURE REVIEW
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Janat poorna, (1993) - A study on brand preference of television buyer in nagercovil
city- with special reference to post purchase behavior ―in his study many new
developments are international in the technology of television and in his rapid
evaluation. Indian cannot operate in controlled and regulated environment.

Venkateshwarhu et al Dasaradhani Reddy in (1997) - Marketing of television –

Study of External and internal influence on consumer behavior ―Analyses the impact
of education on the purchase of television conclude that there is no impact on the level
of education, for the purchase of television.

According to “BRAND LOYALTY – INFLUENCING CONSUMER BUYING

BEHAVIOUR”
SONALI P. BANERJEE Amity Business School, Amity University
Brand loyalty has certain components through which it is affected. They are:- 
Experience  Learning  Motivation  Brand Preference After doing the analysis
from the data collected it can be concluded that buying behavior of customers is
strongly affected by the past experience with a certain brand and that helps them to
decide whether to go for that brand again or not. i.e. if the experience is good with the
existing brand then they are will to buy a L.E.D TV of the same brand and vice versa.
Thus the Brand loyalty is very much affected by good or bad experience of the
consumer with the brand of TV they have already used. The consumers having good
experience get motivated to buy other Television of the same brand and thus it makes
them Loyal to that brand. In the above case Samsung is the most preferred Brand as
majority of the customers who have used Samsung are satisfied with the product and
are willing to purchase product of same brand. Those who are loyal to a certain brand
also impact their circle through word of mouth as they recommend the same brand to
others based on their experience.
The consumer buying behavior towards a L.E.D is depended on few major factors
Like:-  Performance  Design  Picture Quality  Sound Quality These are the
factors/attributes about which the customers are more concerned and they want most in
a L.E.D Television. And as per the survey majority of respondents with 62% do not
mind in paying extra price for the Brand they prefer till it gives the features they
expect from that Brand. Thus price is not a strong factor which affects the Brand
Loyalty of the consumer in case of A L.E.D Television. The Customer Preference is
also not much affected by the advertisement or the celebrity who is endorsing the
8
brand as most of the respondents believed in their experience with the brand and the
Image of the Brand which would help them decide to buy L.E.D TV of which Brand.

Dr.S. Rabiyathul Basariya, Dr. Ramyar Rzgar Ahmed (2019) – A Study of

Consumer Preference towards Led TV- 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. Majority of the consumers of the
respondents prefer Sony brand. 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. Most of consumers disagree
with the web connection for LED TV.

The above literature reviews regarding advertisement and buying behavior emerged
with the gap, So, the present could able to fill the gap of previous studies.

9
 OBJECTIVES OF RESEARCH

 To determine customer preferences for LED televisions, with a

focus on the Rudrapur city.

- Because everyone watches shows, movies, and over-the-top (OTT)

content on their phones in today's world, businesses have a big challenge
in producing goods that appeal to unique client preferences. So, in this
scenario, my purpose is to learn about LED buying preferences among
consumers.

 To determine the major factors influencing the buying

decision of the consumer.

- Here, I attempted to demonstrate how external and internal influences

influence a consumer's purchasing choice.

 The purpose is to learn more about LED television brand

preferences among consumers.

- Here, I made an attempt here To learn about which brands consumers

like to buy.

 To offer suggestions based on the result of the study.

- If the report may assist anyone by providing information, I believe it has

served its objective.

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 RESEARCH
METHODOLOGY

11
 RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem. It is a

science of studying how research is done scientifically. The various steps that are
generally adopted by a researcher in studying the research problem along with the
logic behind them are studied.

In order to carry out the research I undertook the questionnaire method in which I
prepared a set of questions and circulated it among family, friends and relatives as
much as possible.

Perhaps the most important part of the survey process is the creation of questions that
accurately measure the opinions, experiences and behaviors of the public. Accurate
random sampling and high response rates will be wasted if the information gathered is
built on a shaky foundation of ambiguous or biased questions. Creating good measures
involves both writing good questions and organizing them to form the questionnaire.

DATA COLLECTION

The project consisted of analysis of performance of the several consumer durables

brands. In this particular project fundamental research was also carried out which
attempted to explore knowledge through methods like personal interaction with
the customers.
The required information for the project was gathered through the following ways:-
1. Primary data:

Primary data are collected fresh and happen to be original in chapter. The
objective of the study has been accomplished with the help of primary data
collected from 100 respondents.
Questionnaire was the research instrument used in the study. A structured
questionnaire was given to the respondents. It was pre-tested with some of the
respondents through a survey and required corrections were made.

2. Secondary data:

Various research studies conducted on the topic in the past were reviewed to gain
further insight into the topic. These were collected from internet sources, authentic
research papers and journals.

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Data collection Instrument (Questionnaire):- A key part of creating excellent online
surveys involves using open-ended and closed-ended questions effectively A closed-
ended question is made up of pre-populated answer choices for the respondent to
choose from; while an open-ended question asks the respondent to provide feedback
in their own words

Closed-ended questions
Closed-ended questions come in a multitude of forms, including: multiple choice, drop
down, checkboxes, and ranking questions. Each question type doesn’t allow the
respondent to provide unique or unanticipated answers, but rather, choose from a list
of pre-selected options.

Open-ended questions
Open-ended questions are exploratory in nature, and offer the researchers rich,
qualitative data. In essence, they provide the researcher with an opportunity to gain
insight on all the opinions on a topic they are not familiar with. However, being
qualitative in nature makes these types of questions lack the statistical significance
needed for conclusive research.

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 LIMITATIONS OF THE STUDY

Limitations of a research project arise when there are uncontrollable variables which
are harder to be brought in control. This reduces the accuracy and credibility of results.
However, for this study only 100 responses were taken into consideration from the
Consumers of rudrapur city, friends, random peoples.

 The period of research was very short and hence more the researcher was unable to
gather more responses.

 The research sample size was limited.

 The scope of discussion was limited as a very in-depth study was needed in every
field of science. This helps in finding an accurate solution.

 Time constraint serves as the main limitation for the study. As the project study is
vast nature and customer has less time to give answer.

 The researchers may be mistaken as an agent or representative because the

respondents think that researcher will misuse the responses given by them.
Therefore, they sometimes give incorrect answers.

 An important limitation was the area of study which covers only rudrapur where in
market information collected cannot be a final key.

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 Chapter 2
Industry profile & company profile

15
Chapter 1 Consumer Durables
Industry

The Consumer Durables industry consists of durable goods and appliances for
domestic use such as televisions, refrigerators, air conditioners and washing machines.
Instruments such as cellphones and kitchen appliances like microwave ovens are also
included in this category. The sector has been witnessing significant growth in recent
years, helped by several drivers such as the emerging retail boom, real estate and
housing demand, greater disposable income and an overall increase in the level of
affluence of a significant section of the population.

Consumer durables
White Goods Kitchen Appliances/Brown Consumer Electronics
Goods
• Refrigerators • Mixers • Mobile Phones
• Washing Machines • Grinders • Televisions
• Air-conditioners • Microwave Ovens • MP3 Players
• Speakers and Audio Equipment’s. • Iron • DVD Players
• Electric Fans • VCD Players
• Cooking Range
• Chimneys

Chapter 2

Consumer durables refer to those consumer goods that do not quickly wear out and
yields utility over a long period of time. The consumer durables industry can be

16
broadly classified into two segments: Consumer Electronics and Consumer
Appliances. Consumer Appliances can be further categorized into Brown Goods and
White Goods.

INDIAN CONSUMER DURABLE INDUSTRY

Indian consumer durables market is broadly segregated into urban and rural markets
and is attracting marketers from across the world. The sector comprises of a huge
middle class, relatively large affluent class and a small economically disadvantaged
class. Global corporations view India as one of the key markets from where future
growth is likely to emerge. The growth in India’s consumer market would be primarily
driven by a favorable population composition and increasing disposable income.

Indian conumer durable industry

Urban sector
rural sector

Urban and Rural market growing at the rate of 15% of an av-

erage.

EVOLUTION OF CONSUMER DURABLE IN INDIA

Evolution of consumer durables sector marked from pre-liberalization period with

closed market, increased product availability, increased media penetration and
advertisements. Liberalization of markets since 1991 added more importance to this
sector by allowing global players such as Samsung and L.G. Since then the focus of
17
consumer durable market shifted from promotion to product innovation. Increased
availability and affordability of consumer finance also provides impetus to the growth
of this sector. Indian companies such as Videocon and Philips gained global identity.
Consolidation of market share by different companies led to increasing penetration of
high-end products like AC and Microwave ovens. Both Indian and foreign companies
are very active in this field by innovating different models suitable to the preferences
of urban and rural consumers. The growing importance of consumer durable
goods among Indian consumers is a good indicator of high growth rate of this sector.

Future of Indian consumer durable market in India post

the lockdown

The consumer durables industry in India was estimated at Rs76,000cr in 2019. The
same is expected to grow massively by 2025. The ongoing Covid-19 pandemic crisis
has definitely dampened the growth in 2020, but as India gears up for a new normal,
the consumer durable market is anticipated to expand exponentially. The pandemic has
also forced brands to think beyond the traditional means of marketing and innovation
and adapt to the evolving times post the lockdown.

The digital shift.

Almost all consumer durable brands are now investing in digital marketing channels.
The shift is massive and likely to stay - Right from launching new products online and
building viral brand image to creating content for consumer awareness. Brands are
expected to spend more on offering a better online buying experience besides
addressing consumer concerns directly through digital channels. In 2020, many
companies came up with innovative ideas, including self-service videos, especially at a
time when the movement of people was restricted. As lockdown restrictions further
ease to a new normal, brands are more likely to spend on retaining the digital
experience initiated during the early stages of the pandemic.
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Advanced products, automated features.

Companies have been investing heavily in artificial intelligence and automation in

recent years, and the pandemic has created an urgency to deliver goods and products
with automated features. Given that consumers were forced to do many of their daily
chores without any additional help during the pandemic, there will be an evident
change in the choice of products. From regular home appliances to more expensive
purchases and smart home products, consumers are more likely to buy products
capable of doing more without manual inputs. Automation will drive consumer
choices in the durable product market.

Focus on better pricing

The consumer durable market will also see a drop-in price in months to come. The
pandemic has created a ripple effect within the Indian economy. People have suffered
job losses and economic harm that would take time in recovery. Brands, therefore, will
have to spend more on innovation and R&D to come up with products that can cater to
the larger Indian consumer durable market. While a section of the market will continue
to invest in high-quality products, value-for-money goods and appliances will take
precedence. Consumers have also started to realize the need for durability instead of
spending on the same product twice. Therefore, the want for products that are feature-
oriented but affordable will surge.

Boost from Make in India initiative

As the Indian government encourages Indian manufacturers and foreign investors to

benefit from the ambitious Make in India project, more durable products are likely to
be produced indigenously. This may further cause a drop-in prices and fuel innovation
within the country. Producers of consumer durables will look for self-reliant

19
manufacturing and innovation standards in years to come. With additional support
from central and state governments, the production capacity is also projected to grow
manifold.

The balance between online and offline sales

Ecommerce has gained significant traction and prominence during the lockdown, but
experts are hopeful that offline retail stores will continue to see footfall in the coming
time. The option to see a durable product/appliance in person will fuel choices, given
that it makes the buying experience more tangible. Brands will remain invested in
physical retail stores, and to compete with the e-commerce segment, more discounts
will be launched to attract consumers back to stores.

Increasing demand for bigger appliances

In the post-pandemic world, people will continue to spend considerable time at home,
more so as many companies intend to retain a feasible WFH option. As consumers
continue to use durable goods and appliances extensively, they will seek bigger and
advanced products that can minimize trips to the supermarket. For instance, there has
been a steady increase in demand for bigger refrigerators, and consumers are more
likely to spend on products that would make WFH more comfortable. The dependency
on home appliances will continue to soar, ramping sales for brands across the sector.

Extended warranties

Big manufacturers are perpetually struggling to hold consumer loyalty, and while
marketing means are relevant, after-sales support remains a key area of concern,
especially in the rural areas. We can expect appliance and durable product procedures
to offer extended warranties on their goods to minimize the repair and support worries
that consumers often have. For the longest time, companies in India have imported

20
their product components from other countries, including China and Germany. As at-
home production continues to soar, product warranties are likely to get better.

Expectedly, the consumer durable market in India is expected to see a transformational

shift in months to come. As lockdown restrictions are lifted, people will step out but
are more likely to exercise caution. For brands, this may mean spending judiciously on
their marketing efforts to get more people to respond to product innovations and
features.

Company profile

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Sony Group Corporation (commonly known as Sony and stylized as SONY) is a
Japanese multinational conglomerate corporation headquartered in Kōnan, Minato,
Tokyo, Japan. As a major technology company, it operates as one of the world's
largest manufacturers of consumer and professional electronic products, the largest
video game console company and the largest video game publisher. Through Sony
Entertainment Inc, it is one of the largest music companies (largest music publisher &
second largest record label) and the third largest film studio, making it one of the most
comprehensive media companies. It is the largest technology and media conglomerate
in Japan. At the same period, it is also recognized as the most cash-rich Japanese
company, with its net cash reserves of ¥2 trillion.

Sony, with its 55 percent market share in the image sensor market, is the largest
manufacturer of image sensors, the second largest camera manufacturer, and is among
the semiconductor sales leaders. It is the world's largest player in the premium TV
market for a television of at least 55 inches (140 centimeters) with a price higher than
$2,500 as well as second largest TV brand by market share and, as of 2020, the third
largest television manufacturer in the world by annual sales figures.

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Sony Group Corporation is the holding company of the Sony Group, which comprises
Sony Corporation, Sony Semiconductor Solutions, Sony Entertainment (Sony Pictures,
Sony Music), Sony Interactive Entertainment, Sony Financial Group, and others.

The company's slogan is We are Sony. Their former slogans were The One and Only
(1979–1982), It's a Sony (1981–2005), like no other (2005–2009), make believe
(2009–2013) [19] and Be Moved (2013–2021).

Chapter 3 Sony Mission and Vision

Statement
Sony’s mission and vision statements are a reflection of how critical these business
instruments are when it comes to the growth and position of a company in the market.
As a technological firm majoring in the production of a wide range of related products
and services, Sony has shown what it takes to maintain a consistently high reputation
for years.
Ever since its foundation by Akio Morita and Masaru Ibuka in 1946, this Sony has
shown that it is indeed a cut above the rest. Sony prominence is attributed to its vision
statement that focusses on technological passion to make a difference in the sector by
leading in coming up with the best products and services.

For a company to thrive, its operations must be guided by certain principles, and these
are the core values. Values such as sustainability, diversity, and integrity have been
influential in the productivity recorded by Sony. Ideally, these are the major elements
that guide the company to stay true to its mission and vision statements.

SONY MISSION
Sony’s mission statement is “To be a company that inspires and fulfills your
curiosity. Our unlimited passion for technology, content, 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
23
desires and needs of its clients. The characteristics that related to Sony mission
statement include:
1. Improvement of life. Sony’s 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.
3. Delivering excitement and entertainment. It is true that Sony leaves nothing to
chance when it comes to delivering excitement and entertainment in the Sony
way. Through its new technological advancement mechanism, the company has
shown its desire to continue being the best in what it does.

SONY VISION
Sony’s 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’s 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

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 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

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SONY Core Values
Sony’s 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.

SONY’s COMPETITORS IN CONSUMER

APPLIANCES

1. Samsung

Samsung is a South Korean company that was founded in 1938 and has its
headquarters in Seoul, South Korea. By the end of the year 2016, its revenue was
around 175 billion dollars, the total number of employees approximately 490,000 and
a market capitalization of 311 billion dollars.
With its high revenue turnover, Samsung has a very strong influence in
the economic development or GDP of South Korea. Samsung, like Sony, does not
have a specific product niche but has diversified in the manufacture of durable

25
electronic products. Some of its TV Models include; QLED, 4K UHD, Full HD, and
HD. Samsung has presence in most of the products where Sony is present and hence it
is the topmost amongst all Sony Competitors.

Life’s Good (LG)

Like Samsung, LG Corporation is also a South Korean Company that was founded in

the year 1947 with its headquarters in Seoul, South Korea. Yearly, LG generates over
100 billion dollars in terms of revenue.
Worldwide, its employees are over 210,000 across 80 countries in all its major
subsidiaries i.e. LG Electronics, LG Solar Energy, LG Chem and LG life sciences
among others. In the Television Industry, LG TV sets are energy efficient and
advanced in terms of technology and style. Some of its Models are; OLED TV 4K,
‘UHD TV 4K’ FHD and Super UHD TV 4K’ among others. Like Samsung, LG has a
wide range of products and most of them are Sony Competitors.

3) Panasonic

Panasonic Corporation is a multinational that was founded in Japan in the year 1918.

As an electronics and semiconductors manufacturer, it has since grown to be a major
competitor alongside Toshiba, Sony, LG and Hitachi in electronics production. In the
year 2012, Panasonic was the 4th largest manufacturer of TV sets in the world. In the
last financial year, its revenue was 68 billion dollars with a market Capitalization of 33
billion dollars.

26
It also employs more than 255,000 people globally. Panasonic TV sets i.e. LED, FHD,
LCD and the new TH are all manufactured under the ‘customer-centric policy’
concept.

4) Philips

This is a Dutch technology company that was founded in the year 1891 and has its
headquarters in Amsterdam. Being one of the largest electronics companies in the
world, Philips is divided into three sections i.e. Consumer Lifestyle (responsible for
consumer electronics), Healthcare (for medical equipment) and lighting (for lighting
accessories). Philips employs over 100,000 people across 60 countries in the world.

By the end of 2016, its revenue was estimated to be 25 billion Euros with a net
operating income of around 2 billion Euros. PHILIPS 4K HDR, 901F OLED, and
9002 OLED are some of its television models. Philips has presence in many small
appliances. But one of the reasons it is one of the top Sony competitors is Speakers
and home systems where Philips gives tough competition to Sony.

DATA ANALYIS AND INTERPRETATION

Many classification variables were used in the study to better understand the association
between digital channels of communication and demographic variables while buying Through
online. This chapter aims to analyze the association between demographic variables like age,
income, education, occupation and gender with digital channels of communication.

3.1 Demographic Profile of the Respondent

The main variables used in the study included age, education, income, gender, place of living,
occupation. Given below is the detail of the variables:

27
Table 3-0-1: Age in Years

Age (in years) No. of Respondents Percentage Cumulative Percentage

15-20 25 19.35 % 19.35

21-25 72 54.84 % 74.19
26-30 19 14.52 % 88.71
30+ 14 11.29 % 100.00
Total 130 100.00 %  

Age (In years)

15-20 21-25 26-30 30+

Data for the study was collected from respondents belonging to various age groups. Table 3.1
shows the age distribution of respondents in the sample. It can be seen from the table that
about 81.8% of the sample was represented by respondents belonging to 18-25 years age
group. Respondents belonging to 25-35 years age group made 9.1% of the sample whereas
above 35 years age group was represented by 9.1% of respondents. It can be said that about
90.9% of the sample was represented by respondents below the age of 35 years.

EDUCATION

3.1.2 Education

Cumulative
Education No. of Respondents Percentage Percentage

Graduation 84 64.52 64.52

Intermediate 16 12.90 77.42

High School 19 14.52 91.94

28
M.A. 7 4.84 96.77

PhD 4 3.23 100.00

Total 130 100.00  

 Table 3-0-2: Education Qualification

130 respondents

Data for the study was collected from the people of different Educational background. Table
3.2 represents the different educational qualification of the respondent. According to Table
3.2 over 130 people responded out of which 84 respondents has the Educational Qualification
of graduation level, 16 are of intermediate level, 19 are high school qualified, 7 are M.A and 4
has PhD. Respondent from graduation level represent maximum 64.52% of the sample
followed by intermediate 12.90%, high school 14.52%, masters 4.84% and PhD respondents
3.23%.

3.1.3 Are you using LED tv in your home?

Percentag Cumulative
Options No. of Respondents e Percentage

Yes 93 71.9 71.9

No 37 29 28.1 100

TOTAL 130 100.00  

 Table 3-0-3: Are you using LED tv in your home?

130 respondents

The above chart shows that out of 100% respondents 71.9% are using televisions in
their home and 28.1% are not using televisions in their home.

3.1.4 Before purchasing a led TV, which brand comes to your mind ?

Brands No. of Respondents Percentage Cumulative Percentage

SONY 47 35 36

Samsung 26 20 56

LG 23 20 71

MI 1430 11 83

TCL 10 8 92

SANSUI 10 8 100

Total 130 100.00  

 Table 3-0-4: Before purchasing a led TV, which brand comes to your mind ?

Brands selected by respondents

8%

8%

35%
11%

20%

20%

SONY SAMSUNG LG MI TCL SANSUI

The above pie chart shows that before purchasing a LED TV majority of the 35%
respondents prefer SONY brand, 20% selected Samsung, 20% prefer LG, 11% prefer
MI, 8% chooses TCL, and again 8% chooses SANSUI.

3.1.5 What is crucial when purchasing a LED television?

OPTIONS No. of Respondents Percentage Cumulative Percentage

Picture and sound 52 40% 40

Price 34 26% 66
Build quality 23 31 18% 84
Warranty 21 16% 100
Total 130 100.00
 Table 3-0-5: Before purchasing a led TV, which brand comes to your mind ?

What is crucial when purchasing a LED television?

16%

40%

18%

26%

Picture & sound quality price build quality warranty

The above pie chart shows that while purchasing LED tv the maximum 40% of
consumers prefer picture & sound quality rather than price and 26% prefer price, 18%
believe in build quality and 16% out of 100 prefer warranty period of LED television

3.1.6 Do you consider user interface while purchasing a LED tv?

OPTIONS No. of Respondents Percentage Cumulative Percentage

YES 114 88% 88

32

NO 16 12% 100

Total 130 100.00

 Table 3-0-6: Do you consider user interface while purchasing a LED tv?

Do you consider user interface while purchasing a

LED tv?

12%

88%

yes no

According to the pie chart almost 88% of respondents consider user interface while
purchasing a LED tv and 12% does not consider user interface while purchasing LED
tv.

3.1.7 would you like to use internet on television for watching online OTT
platforms?

OPTIONS No. of Respondents Percentage Cumulative Percentage

YES 106 82% 82

NO 24 18% 100

Total 130 100.00

33
 Table 3-0-7: would you like to use internet on television for watching
online OTT platforms?

would you like to use internet on television for

watching online OTT platforms?

18%

82%

yes no

According to pie chart 106 (82%) of peoples like to use internet in televisions for
watching online and OTT contents. And 24(18%) of respondents doesn’t like to use
internet on the televisions.

3.1.8 Would you be willing to buy a led tv in EMI if it provides you with
more benefits than cash?

OPTIONS No. of Respondents Percentage Cumulative Percentage

YES 73 56% 56

NO 57 44% 100

Total 130 100.00

Table 3-0-8: Would you be willing to buy a led tv in EMI if it provides you
with more benefits than cash?

34
would you be willing to buy a led tv in EMI if it
provides you with more benefits than cash?
 44%
56%

YES, OF COURSE NO

Nowadays companies giving a lot of offer in EMI schemes even if any consumer
purchase any product in EMI so it could be a benefit as compare to purchase that same
product in cash, so the above pie chart shows that 56% of respondents like to purchase
LED in EMI if it provides a lot of offers than purchasing the same thing in cash.

3.1.9 While purchasing something from physical store or showrooms how

much does good hospitality affect your buying decision?

No. of
OPTIONS Respondents Percentage Cumulative Percentage

Most important 45 34.40% 34.40

Much important 53 40.60% 75

Important 24 18.80% 93.8

Most important 8 6.30% 100

Total 130 100.00

Table 3-0-9: While purchasing something from physical store or showrooms how
much does good hospitality affect your buying decision?

35
 While purchasing something from physical store or
showrooms how much does good hospitality affect
your buying decision?
45.00%
40.60%
40.00%
34.40%
35.00%

30.00%

25.00%

20.00% 18.80%

15.00%

10.00%
6.30%
5.00%

0.00%
Not much important Important Much important Most important

In any showroom or store, the hospitality includes cleaning of store, good fragrance,
offering water, coffee, juice to them, proper settlements, good decoration, etc. so, the
above graph shows that while purchasing something from store or showroom 40% of
respondents says that it is much important 34% says it is most important, 18% says it
is just important and 6% says it is not much important.

3.1.10 While purchasing something from physical store or showrooms how

much does the sales person behavior affect your buying decision?

No. of
OPTIONS Respondents Percentage Cumulative Percentage

Most important 45 34.40% 34.40

Much important 53 40.60% 75

Important 24 18.80% 93.8

Most important 8 6.30% 100

Total 130 100.00

Table 3-0-10: While purchasing something from physical store or showrooms how
much does the sales person behavior affect your buying decision?

36
 While purchasing something from physical store or
showrooms how much does the sales person behaviour
affect your buying decision?
50.00%
45.00% 43.80%

40.00%
35.00%
30.00% 28.10%
25.00% 21.90%
20.00%
15.00%
10.00% 6.70%
5.00%
0.00%
Not much important Important Much important Most important

Nowadays, customers have options to purchase any product without the assistance of a
salesperson via online shopping; but, if someone prefer to shop offline rather than
online, then the behaviour of the salesperson play a significant role in the consumer’s
purchasing choice. In the above graph it shows that while purchasing something from
physical store or showrooms out of 130 respondents 43% says it is most important,
22% says it is much important, 28% says it is just important, and 6% says that it is not
much important.

37
 CHAPTER- 4

Findings, suggestions & conclusions

Findings
38
The findings are the result of a questionnaire answered by 130 respondents in rudrapur
location during my internship at SONY India. After receiving feedbacks from
respondents, I attempted to analyze the responses in the form of percentage, as shown
below. I hope that these findings will be useful for readers.

The major findings of the study are listed below.

Finding 1: Majority of the respondents are male, it shows that male is fonder of
technology updating than female.

Finding 2: Maximum 71.9% of respondents are using LED tv.

Finding 3: Majority of the 35% respondents prefer SONY brand for LED tv.

Finding 4: Maximum 40% of respondents prefer price first when it comes to purchase
LED tv.

Finding 5: Majority of 88% respondents consider user interface while purchasing

LED tv.

Finding 6: 82% of respondents prefer internet tv for watching online OTT platforms.

Finding 7: Majority of 56% of respondents like to purchase LED in EMI if it provides

a lot of offers than purchasing the same thing in cash.

Finding 8: while purchasing something from store or showroom 40% of respondents

says that a good hospitality is much important for showrooms to attracts consumers.

Finding 9: Majority of 43% of respondents says that the behavior of sales persons in
showrooms or store is very important while purchasing something.

Finding 10: Maximum of the respondents are satisfied with the present brand and
features of LED TV.

Here, the question is why most of the consumers prefer SONY as their 1 st choice for
LED tv? I have a statement from a customer who first came to buy another brand of
LED that is less expensive than the SONY brand, and the comment is as follows: –
“before taking the DEMO of Sony LED my 1st choice was Samsung and other
39
brands. I had never considered Sony because its prices are higher than those of
Samsung and other brands, but after visiting the showroom and taking a demo, I
discovered that while Sony's prices are higher, the picture quality, sound quality,
user interface, build quality, warranty period, hospitality provided by staff,
salesperson behavior, and benefits on finance schemes were all outstanding, and I
eventually converted my decision to SONY.”

All of the aforementioned findings are the outcome of feedback given by customers
who visited the Sony store during my internship. And the above statement is given by
one of the customer who visited Sony store while I was doing my internship.

SUGESSTIONS

40
Based on the findings observed from the analysis the following suggestions are
offered.

 People currently have a lot of online activities to do with their spare time, and
they prefer to watch shows and movies on OTT platforms rather than on
traditional platforms, therefore businesses should work on improving their
technologies.

 The LED TV manufacturer can concentrate on rural market to increase their

market share.

 In many brands the user interface is quite complicated, so companies should

focus on making the interface more user friendly.

 The manufacturer can give more offers to attract a greater number of customers.

 The price of the LED TV can also be at reasonable price so that it enables the
middle-class people also to buy.

 An additional service protection plans for one or two years can be provided
even after warranty period.

 Consumers are ready to pay reasonable cost to the products which had good
qualities and features, so companies should make themselves ready to give the
best product and satisfy the end users.

41
 Conclusion
In today’s modern era where everyone is using mobile phones but the television lovers
are still available. Peoples are enjoying a lot of online content as compare to normal tv
shows and movies. With advancement of new technologies nowadays televisions
upgrading day by day. Television are also coming with processors and internet
connectivity, in which we can watch all type of online content and almost all OTT
platforms. so it shows that TV’s are still have a good market share in consumer
durable industry and also in long run it will be a strong position. this project is the
outcome to my internship which I completed at sony indias official showroom

42
43
 Bibliography
Books:

1. Ramkumar,‖ Television industry in India.‖

6. Marketing Research‖principles application cases –Dr.D.D.Sharma(Sultan Chand&Sons 1988).

Journals :

1. Janat poorna (1993) ―A study on brand preference of television buyer in nagercovil town
―M.phil thesis Madurai Kamaraj University. © Associated Asia Research Foundation (AARF) A
Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the
International Serial Directories. Page | 60

2. Mr. venkateshwari and B. Dasaradhami reddy‖ Marketing of television – A study of external and
internal influence on consumer behaviour ― Indian journal of marketing ― volume xxvII August 1997
P.N. 7

3. As. Sharma ―Electronic for you‖ January 2001.

4. Md. Enayet Hossain (2003)‖ Measurement of Consumer's Attitude towards Brands of Color
Television (CTV) in Bangladesh: An Empirical Study, Japanese Journal of Administrative Science,
Volume 17, No. 1, 2003, 47 - 61.

44
 APPENDIX

 What is your name?

 What is your age?

 What is your occupation?

 Are you using LED tv in your home?

 Before purchasing a led TV, which brand comes to your mind?

 What is crucial when purchasing a LED television?

 Do you consider user interface while purchasing a LED tv?

 Do you consider user interface while purchasing a LED tv?

 would you like to use internet on television for watching online OTT platforms?

o Would you be willing to buy a led tv in EMI if it provides you with more benefits
than cash?

o While purchasing something from physical store or showrooms how much does
good hospitality affect your buying decision?

 While purchasing something from physical store or showrooms how much does the
sales person behavior affect your buying decision?

45