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A Study on Customer Attitude Towards Sony Televisions with Special Reference

to Erode District

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Compliance Engineering Journal ISSN NO: 0898-3577

A Study on Customer Attitude Towards Sony Televisions with

Special Reference to Erode District

Dr.N.Krishnamoorthy1, Research Scholar MS. C.Kalamani2

1HOD ,Department of Management,Sri Vasavi College.Erode - 638 316.
2Department of Management,Sri Vasavi College.Erode - 638 316.
1E-Mail -moorthyerd@gmail.com, 2E-Mail-kmmanikala@gmail.com

ABSTRACT
Customer attitude is the study of individuals, groups, or organizations and the processes they use to select, secure,
use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants. It is also concerned with the
social and economic impacts that purchasing and consumption behaviour has on both the consumer and wider society. The
study of Customer attitude is concerned with all aspects of purchasing behaviour - from pre-purchase activities through to
post-purchase consumption and evaluation activities.
In today’s world rapidly changing technology, consumer taste and preference are also characterized by fast changes. To
meet this managing environment a firm has to be constantly innovating and understand the latest customer needs and wants.
A customer behavior provides invaluable items and guidelines to market a new technological development, which they
explore. Hence the study focuses on Customer attitude towards Sony Televisions in Erode City.
The study has a wide scope in analyzing the consumer behavior, awareness, attitude usage and satisfaction regarding Sony
Televisions.
The study is confined to the factors considered by the respondents preferring the Sony Televisions has
been covered under the study. The study aims to find the demographic factors which influencing customers awareness,
satisfaction and attitude of Sony Televisions.
Keywords: Customer Attitude - Company Profile -Sony television

INTRODUCTION
Marketing environment was largely described as sellers market demand and was
invariably greater than supply. Most of our business enterprise are still having selling concept which
is product oriented. A change is taking place in the marketing environment at rapid speed and many
consumer oriented marketing companies are beginning to realize the presence of competition and
buyers marketing. The aim of the modern business is to satisfy the consumers and thereby to earn
profit. His main intention is to provide quality products to the consumers.
In the modern marketing “consumer is the king”. So, the producer’s fate is decided by the
action of the consumer i.e. by either buying the product or rejecting it. So, a producer tries hard to
gain competitive efficiency over the other by adopting new technologies in production and cost
reduction measures.
Today the consumer is battled by an enormous increase in choice with the sudden
increase in number of brands and with sizeable price differences. A consumer is confused over taking
the right choice. There are many causes, which determine the brand to used namely quality of the
product, price advertisement, packing and free gifts offer for the products. Considering all the aspects,
the consumer will choose a particular brand of product having the lowest price with good quality.
CUSTOMER
Customer is a individual or organization unit that consumes a product. A customer is
a king of a market. Customer behavior is the determining factor for the purchase of a product.
Customer behavior may be defined as the decision process and physical activity of individual.

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When a customer prefers a particular product among a number of varieties, it is known

as customer preference. The attributes of a product should attract the attitude of the customer, for
having customer preference. The customer preference may change from time to time, due to changes
in fashion and because of faster development of science technology. In the same, customer
satisfaction is also one of the main factors which determine the reputation of a manufacturing
concern. Customer satisfaction is nothing but the satisfaction level of the customer subsequent to the
purchase or consumption of a product.
CUSTOMER SATISFACTION
As per the customer protection act 1986, U/s. 2(1)(d) customer means any person who
buys any goods or services for personal use for a consideration. Satisfaction is a persons feeling of
pleasure or disappointment resulting from comparing a product is perceived performance or outcome
in relation to his or her expectations.
Satisfaction is the level of a person’s felt state resulting from the comparison between
products perceived performance and the person’s expectations. Thus the satisfaction level is a
function of difference between perceived performance and expectations. A customer could
experience one of the three broad levels of satisfaction, if the performance falls short of expectations,
the customers is dissatisfied. If the performance exceeds expectations, the customer is highly
satisfied.
Customer satisfaction is a function of perceived performance and expectations. If the
performances fall short of accepting the customer is dissatisfied. If the performance matches the
expectations, the customer is satisfied. If the performance exceeds exceptions, the customer is highly
satisfied or delighted.
CUSTOMER ATTITUDE
The study of Customer attitude is concerned with all aspects of purchasing behaviour - from
pre-purchase activities through to post-purchase consumption and evaluation activities. 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.
OBJECTIVES OF THE STUDY
 To study the socio-economic factors of the respondents.
 To identify the customer satisfaction towards Sony televisions in Erode City.
 To analyze the attitude of the customer towards Sony Television.
 To find out the problem faced by the customers while using Sony Televisions
RESEARCH METHODOLOGY
Research is an out of scientific investigation and research methodology is a way to
systematically solve the research problem. Hence the methodologies for each research problem need
to be designed by the researcher through a research.
RESEARCH DESIGN
It is a conceptual structure within which research should be conducted. Thus the preparation
of such a design facilitates research to be as efficient as possible and will yield max information.

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Descriptive Research Design

Descriptive research design includes surveys and fact findings, enquires of different kinds.
The major purpose of Descriptive research is description of state of affairs, as it exists at present. The
main characteristic of this method is that the researcher has no control over the variable he can only
report what has happened or what is happening. .
Descriptive Research method will be applicable to the existing problem. Here the study is
conducted for a fact i.e., to know the “Customer attitude towards Sony television in Erode city”. So
the process was conducted through questionnaire.
SOURCES OF DATA
The task of collecting data begins after a research problem has been defined and plan is
chalked out. This study pertains to collection of data from primary and secondary sources.
 Primary Data
Data are collected for the first time for a specific purpose in mind using the questionnaire
method. Questionnaire collected through personal contact.
 Secondary Data
The data that already collected and published are referred through the magazines, journals and
websites.
SAMPLING
The sampling means a definite plan for obtaining a sample from or given population.
 Sample Design
Convenient sampling method was used in this research.
 Sample Size
The sample size for this survey was 150.

TOOLS FOR ANALYSIS

To analyze the data the following tools were applied:
 Simple Percentage Analysis
 Ranking Method
 Chi square Test
Simple Percentage
The data gathered for the study is also presented in terms of percentages. The percentages are
calculated to the total of the subject. The processed data was analysed and interpreted in the chapter
‘Analysis and interpretation’.
Ranking Method
Ranking or comparative method we make relative judgments against other similar objects.
The respondents under this method directly compared two or more objects and make choices among
them.
Method of rank order
Under this method of comparative the respondents are asked to rank their choices. This
method is easier and faster than the method of paired comparisons.

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LIMITATIONS OF THE STUDY

 The sample size was limited to 150 respondents due to time constraint.
 The research was conducted only in Erode city and hence, the finding and suggestion may not be
applicable to other areas.
 The study is based on the prevailing consumer behavior may change according to time, fashion,
technology, development etc.
 The accuracy depends upon the respondent’s information.

REVIEW OF LITERATURE
Hunda and Sandhu (1987) made a study with the main purpose of determining the pre and post
purchase behaviour and brand performance of television buyers. 250 samples were taken and the
findings reveal that the main factors considered by the sample consumers’ were-price of various
brands and the product attributes including after sales service. The study further reveals that the word
of mouth was an important source of conformation.
Verma and Sheetal (2003) surveyed in Delhi who had purchased one of six durable consumer
products vz., audio system, car, personal computer, refrigerator, television and washing machine in
recent years. Five roles namely the initiators, influencers, the deciders, the buyers and the users played
by family members were examined in the study. The study revealed that the young, well educated
women in the family emerged as initiators of the buying decisions, students and children were among
the influencers. The study further stated that the purchase decision process was relatively democratic
at the initial stages, subsequently it seemed to become much more unilateral in terms the role played
by the decider-members. The husband was found to play the highly significant role of coordinators,
decider and buyer.

Satya (2003) about television industry stated that urban and rural India contributed 50 percentages
of overall colour television sales during 2001 which was 37 percentages in 1998. Experts attribute this
rise in rural share to low price and easy financing.

B. Das, S. Mohanty & Nikhil Chandra Shil, (2008), categorized Consumer‟s Buying Behavior
in Consumer Durable Market. Consumer‟s buying behavior is divergent and situational. Color
television was used to represent the consumer durable market. This research work finds that the
factors which influence buying decision are commonly price, quality, advertisement, recommendation
from friends and family. This study also reveals that the consumers perception on buying color TV is
mostly affected by the factors like “structural add-on, word of mouth, technical features, durability
and ground reality.
Numan Arif Dar et al (2014) examined the perception of the value of advertising on
Facebook and television, among both male and female students of University of Gujrat. A
Questionnaire was distributed among 300 students of the 6 major departments of University of
Gujarat. Structural equation modeling was used in this study. The findings show that Ducoffe’s
advertisement Value was not fit for both Facebook and television. Irritation was also a factor that
directly affects the attitude toward advertisement. Entertainment and irritation have direct impact on
attitude toward advertising.
Latif & Abideen (2011) studied media advertising’s influence on audiences, television is one
of the strongest medium of advertising and due to its mass reach, it can influence not only the
individual’s attitude, behavior, lifestyle, exposure and in the long run even the culture of the country.

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PROFILE OF THE COMPANY

Television (TV) is a telecommunication media that is used for transmitting and receiving
moving images and sound. Television can transmit images that are monochrome (black-and-white),
in color or in three dimensions. Television may also refer specifically to a television set, television
program or television transmission.
First commercially available in very crude form on an experimental basis in the late 1920s, then
popularized in greatly improved form shortly after World War II, the television set has become
commonplace in homes, businesses and institutions, particularly as a vehicle for entertainment
,advertising and news. During the 1950s, television became the primary medium for molding public
opinion. In the mid-1960s, color broadcasting and sales of color television sets surged in the US and
began in most other developed countries. The availability of storage media such as VHS (mid-
1970s),laserdiscs (1978), Video CDs (1993), DVDs (1997), and high-definition Blu-ray Discs (2006)
enabled viewers to use the television set to watch recorded material such as movies and broadcast
material. Since 2010s, Internet television has seen the rise of television programming available via
the Internet through services such as I Player, Hulu, and Netflix.
In 2013, 79% of the world's households owned a television set.[2] The replacement of bulky, high-
voltage cathode ray tube (CRT) screen displays with compact, energy-efficient, flat-panel alternatives
such as plasma displays, LCDs (both fluorescent-backlit and LED-backlit), and OLED displays was a
major hardware revolution that began penetrating the consumer computer monitor market in the late
1990s and soon spread to TV sets. In 2014, most of the TV sets sold were LCD smainly LED-backlit
LCD displays
LED-backlit LCD displays. Major TV manufacturers announced the discontinuation of CRT,
RPTV, plasma and even fluorescent-backlit LCDs by 2014.
The television signals are distributed as broadcast television which is modeled on the radio
broadcasting systems. Broadcast television uses high-powered radio-frequency transmitters
to broadcast the television signal to individual television receivers. Until the early 2000s, broadcast
television was generally transmitted as an analog signal but soon countries started switching
to digital signals, with the transition expected to be completed worldwide by 2020. In addition to
terrestrial transmission, television signals are also distributed by cable (digital transition is ongoing)
and satellite (digital only) systems.
A standard television set is composed of multiple internal electronic circuits, including
circuits for receiving and decoding broadcast signals. A visual display devicewhich lacks a tuner is
properly called a video monitor rather than a television. Television systems are also used for
surveillance, industrial process control and in places where direct observation is difficult or
dangerous.
DATA ANALYSIS AND INTREPRATION
CHI - SQUARE ANALYSIS

TABLE
AGE GROUP AND LEVEL OF SATISFACTION OF THE RESPONDENTS
(CHI-SQUARE TEST)

Calculated χ2
Variable Table Value D.F Remarks
Value

Age Group 42.645 21.02 6 Significant at 5% level

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It is found from the above analysis that calculated chi-square value is greater than the
table value at 6 degree of freedom and null hypothesis rejected. So, we conclude that, there is a close
significant relationship between the age group and Customer satisfaction towards Sony televisions.

TABLE
EDUCATIONAL QUALIFICATION AND LEVEL OF
SATISFACTION OF THE RESPONDENTS

(CHI-SQUARE TEST)

Calculated χ2
Variable Table Value D.F Remarks
Value

Educational
16.471 12.592 6 Significant at 5% level
Qualification

It is found from the above analysis that calculated chi-square value is greater than the table
value at 6 degree of freedom and null hypothesis rejected. So, we conclude that, there is a close
significant relationship between the educational qualification and Customer satisfaction towards Sony
Televisions.

FINDINGS, SUGGESTIONS AND CONCLUSION

INTRODUCTION
The study claimed analyzing the customer satisfaction of Sony Televisions. The various
factors like age, gender, marital status family size which influences the customer preference is
analyzed. The level of satisfaction, awareness of Sony Televisions and problems encountered in Sony
Televisions are analysed. The data collected through the questionnaire are tabulated in suitable forms
of drawing inferences.
Quantitative technique like percentage analysis and Ranking analysis were carried out at
appropriate areas. An attempt is being made to summarize the findings and to offer suitable
suggestions for the further improvement.
FINDINGS
Regarding the study conducted by the researcher about the customer satisfaction of Sony
Televisions in Erode city. The findings of the study are given below.

 majority 35% of the respondents belong to the age group of 20-30 years of age
 majority 76% of the respondents are male category
 majority 58% of the respondents qualification were college level
 majority 38% of the respondents are private employees.
 It is found that 37% of the respondents family income per month were 10000-15000.

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 the study reveals that 51% of the respondents source of awareness of Sony television through Tv
advertisement.
 Majority of respondents are purchasing the television because of brand name
 Majority 27% of the respondents are highly satisfied with the brand name
 Majority 34% of the respondents are satisfied with the technology adopted in Sony television.
 Majority 39% of the respondents are satisfied with the quality of Sony television.
 It is found that 38% of the respondents are satisfied with design.
 Majority 24% of the respondents are neither satisfied nor dissatisfied with the price of Sony
television.
 Majority 32% of the respondents are satisfied with the guarantee.
 Majority 30% of the respondents are dissatisfied with after sales service offered by Sony television.
 It is found that 40% of the respondents feel that the Sony television price were moderate.
 The study reveals that 38% of the respondents are satisfied with the advertisement.
 Majority 33% of the respondents are satisfied with the sales promotional activity.
 It is found that high service charge is the main problem faced by the respondents while using Sony
television.
 Majority 46% of the respondents are like to purchase Sony television for better quality compared to
other company televisions.
 It is found that 37% of the respondents overall opinion of Sony television is satisfied.
 95% of the respondents have no idea to change the present brand of Sony television
 Majority 71% of the respondents are recommend to buy Sony television.
 From the study we have found there is a close significant relationship between the age group and
Customer satisfaction towards Sony televisions.
 From the study we have found there is a close significant relationship between the educational
qualification and Customer satisfaction towards Sony Televisions.
SUGGESTIONS
The following are the suggestion by the reference to overcome the above said problems to
improve the customer satisfaction towards Sony Televisions in Erode city
 The company should take all possible steps to satisfy its customers, in the matter of service charges
and also after sales services.
 The company should reduce the price. Because most of the respondents are feel price is very high.
 The company should maintain the quality of television forever, which will enable it to gain higher
reputation in the future decades.
 The company should try to offer the Televisions in different models and designs. The designs may be
modified periodically according to the changes in fashions and tastes of the customers.
 The company will have to spend a lot on advertisement, to overcome the competition. So, it is
suggested to formulate latest and advanced advertisement strategies and techniques.
As some of the customers feel that there is frequent need for repairing, the company should
immediately look into it and remove the defects.

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CONCLUSION
In this competitive world, every company has to make valuable decision for profit
maximization through sales maximization. Every organization should strive to make consumer
satisfaction its work culture. In order to ensure development by their thinking, direction and action,
should convey clear message down the line without any ambiguity. It should not happen that the
organization. Keeps this lofty objective only for publicity and lip service and actual actions are
oriented in some other direction. The management should ensure that the staffs are trained to service
the customer in a way that leaves a lasting impression on him.
After the careful analysis of all the facts and findings of the study, the researcher
comes to the conclusion that Sony occupies majority of the market share and the customers are highly
satisfied with Sony Televisions. If the company implements all the recommendations mentioned in
this report it can attract and retain more and more number of buyers in future.

BIBLIOGRAPHY
 Kothari, C.R., Research Methodology, Methods and Techniques, New Age International Publishers.,
New Delhi, 2011.
 Philip Kotler, “Marketing Marketing”, Prentice Hall of India (P) Ltd., New Delhi, 9th Edition, March
1999.
 Sharma, D.D. “Marketing Research”, Sultan Chand & Sons, New Delhi, 2nd Edition 1998.
 Dr. Gupta, C.B. Dr. Rajan Nair, .N “Marketing Management”, Sultan Chand & Sons, 3rd Edition,
1998.
 Beri, G.C. “Marketing Research”, Tata McGraw- Hill publishing Co Ltd., New Delhi, 3rd Edition,
2001.
 Gupta S.P. “Statistical Methods”, Sultan Chand & Sons, New Delhi – 1995.
 Memorial C.B and Satish memoria, “Marketing Management” Ketab mahal, Delhi 1985.
 Websites
 www.sony.co.in
 www.setindia.com
 https://en.wikipedia.org/wiki/Sony_Entertainment_Television_India

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