A Study of Consumer Behavior towards Televisions with reference to BPL at M/s ESWAR AGENCIES, Hindupur.

PROJECT REPORT SUBMITTED FOR THE PARTIAL FULFILMENT OF THE DEGREE BY

Mr. T. R. ASWIN

Sri Vasavi Institute Of Management, Hindupur

(Affiliated to Sri Krishnadevaraya University, Anantapur) 2004-2007

SRI VASAVI INSTITUTE OF MANAGEMENT S. D. G. S. COLLEGE, HINDUPUR

CERTIFICATE
This is certify that the project work entitled

Consumer Behavior on Televisions with reference to BPL

Has been successfully carried out by

Mr. T. R. ASWIN
Student of B.B.M. For M/S Eswar Agencies, Hindupur Under the supervision and guidance. Submitted in partial fulfillment of the requirements for the award of the degree of
BACHELOR OF BUSINESS MANAGEMENT Prescribed by Sri Krishnadevaraya University, Anantapur During the academic year 2004-2007 PRINCIPAL Mr. B. OBULA REDDY S.D.G.S. College, Hindupur

SRI VASAVI INSTITUTE OF MANAGEMENT S. D. G. S. COLLEGE HINDUPUR

CERTIFICATE
This is certify that the project work entitled

Consumer Behavior on Televisions with reference to BPL

Has been successfully carried out by

Mr. T. R. ASWIN
Student of B.B.M. For M/S ESWAR Agencies, Hindupur Under the supervision and guidance. Submitted in partial fulfillment of the requirements for the award of the degree of
BACHELOR OF BUSINESS MANAGEMENT

Prescribed by Sri Krishnadevaraya University, Anantapur During the academic year 2004-2007
PROJECT DIRECTOR Dr. U. Bramham, Faculty S.D.G.S College, Hindupur

SRI VASAVI INSTITUTE OF MANAGEMENT

S. D. G. S. COLLEGE, HINDUPUR

CERTIFICATE
This is certify that the project work entitled

Consumer Behavior on Televisions with reference to BPL

Has been successfully carried out by

Mr. T. R. ASWIN
Student of B.B.M. For M/S Eswar Agencies, Hindupur Under the supervision and guidance. Submitted in partial fulfillment of the requirements for the award of the degree of
BACHELOR OF BUSINESS MANAGEMENT

Prescribed by Sri Krishnadevaraya University, Anantapur During the academic year 2004-2007
Head of the Department Smt. B. Padmaja S. D. G. S. College, Hindupur

I here by declare that this project report entitled consumer behavior on Televisions with reference to BPL at Hindupur has been prepared by me during the period of 2004-2007 to be submitted to Sri Vasavi institute of Management, Hindupur in partial fulfillment for the award of degree of Bachelor of Business Management prescribed by Sri Krishnadevaraya University, Anantapur.

I also declare that this project report is the result of my own effort and that it has not been copied from any of the earlier reports submitted by any body to Sri Krishnadevaraya University or to any other university for the award of any degree or diploma.

I also assert that the information collected by me for M/s ESWARA AGENCIES, Hindupur will be kept confidential.

(T. R. ASWIN)

I profound thanks and deep sense of gratitude are due to authorities of M/s ESWAR AGENCIES, Televisions BPL authorized dealer Hindupur who gave me the opportunity for doing this project work at Hindupur. Its my primary duty to express my humble thanks and deep gratitude to Eswar Agencies, Hindupur for giving me this opportunity also who acted as a source of inspiration in completing my work by constantly enlightening me with his valuable guidance and suggestions during the period of this project. I also thank the staff of the Eswar Agencies for providing me all help and facilities in carrying out my project and making me feel at home. I also express my gratitude towards the help rendered by Smt. B. Padmaja, Head of the Department and Dr. U. Bramham, Project Director Sri Vasavi Institute of Management, Hindupur in completing this project work. It is my sincere duty to express my deep graveness to Dr. U. Bramham, Faculty in Sri Vasavi Institute of Management who has been all the best the way with me in designing the project. Finally I thank all my friends and Faculty members for spending their valuable time with me in designing this project.

(T. R. ASWIN)

CONTENTS

CHAPTER-1

: DESIGN OF THE STUDY Need for the Study Scope of the Study Objectives of the study Methodology Limitations

CHAPTER-2

: INTRODUCTION TO COMPANY Company Profile History

CHAPTER-3

: INTRODUCTION Introduction to Marketing Consumer Behavior

CHAPTER-4 CHAPTER-5

: DATA ANALYSIS : FINDINGS CONCLUSIONS SUGGESTIONS : APPENDIX & BIBLIOGRAPHY

CHAPTER-6

DESIGN OF THE STUDY

NEED FOR THE STUDY These are the days where the dictum INNOVATIVE OF DIE rules companies cannot service unless they invent new products and techniques they have to work extensively if they are to succeed. In the markets characterized by fierce competition. Consumers have abundant choices to satisfy their needs and there fore look for excellence in quality, value and cost. A product cannot be marketed successfully with out knowing consumer taste and preferences towards that products consumers prefer to purchase a product which offers more benefits at economic price This study gives immense opportunity to know the consumer tastes and preference as earlier stated these are the day of intensive competition. Preference as earlier stated these are the day of intensive competition unless the

marketers give value products for the consumers marketer may not be able to face cut throat competition in the existing environment. In the present day environment there are plenty options in choosing the products there are number of players in the market producing high qualitative products offering value for money for consumer it is same in the televisions also there are number of players in this segment like BPL, LG, SONY, ONIDA, SAMSUNG, THOMSON, SANSUI, VIDEOCON etc., though BPL is the market leader in television it is very difficult to be in the same position. Through this study one can able to kn0ow the consumer tastes preferences and perceptions and there by bringing changes in BPL television to meet the consumers expectations.

SCOPE OF THE STUDY

Taking in to consideration all the theoretical concepts about the consumer behavior this study is continued to know the buying process and the factors influencing the purchase on television brand namely BPL by comparing LG , SAMSUNG , SANSUI, PHILIPS and others. This study is conducted with 100 consumers at Hindupur. Find our brand. Consumer perception of various attributes. Opinion leader influence in the purchase decision. Advertisement effectiveness. Sales promotion service.

Technical features required.

Market survey to determine the scope of television in the market. To determine brands awareness among the consumers Type of factors sales promotion influenced at the time of purchasing To find out technical features contributing them at the time of purchasing. To find out technical features which are not there in the present television set through the consumer survey Performance of their television. To find out the market potential for the brand To determine the promotional activities that are to be undertaken by the company.

OBJECTIVES

METHODOLOGY
It is necessary to take note of the following points to drawn on outline Television is a durable product and only the middle class and upper class people can buy the television set. Difference television brands have different models with different features. The customers are not familiar with all television features. The view of facts mentioned above it was found that the way to find the consumer reference regarding television features. PRIMARY DATA: It has been decided to obtained data from the customers of BPL Televisions. SECONDARY DATA: The research for the purpose of research consulted the following sources of data. SAMPLING: The research must design the sample plain which calls for two decisions they are sampling unit sampling features the sample size is 50 information was collected to 50

customers. Sampling features was selected for this study in sampling

LIMITATIONS OF THE STUDY

The sample size of the study is limited to 50 consumers of Hindupur. The study covers only limited areas of Hindupur. The data given by respondents are limited to consumers own attitude perceptions knowledge feeling and awareness How ever and honest attempt has been made to analyze the opinions of respondents as objectively as possible with out allowing the investigators bias to dominate them.

Company profile

Company profile

At BPL we are dedicated to bringing the best of technology and products to meet the needs of consumers and make their lives comfortable. We make televisions, refrigerators, washing machines, microwaves, audio equipment and many more products that provide entertainment and facilitate the business of life. You will find our products in over 9 million homes across India. Our aim is to make BPL the first choice of consumers all over the India. That is why quality is a priority and constant innovation, a quest. Out consumers except the best from us. Living up to their challenges make us strike to improve innovate and perform constantly sustaining growth and profitability the very nature of our business and the lengths to which we go to bring you the best from the world, have earned us the reputation of being an International Indian. Our collaborators are Sanyo, Toshiba, Octel, Media one and Nokia among others, whose expertise and international experience have helped us to provide the best in India.

HISTORY
About SANYO BPL PRIVATE LIMITED

SANYO BPL PRIVATE LIMITED is a Joint Venture between SANYO Electric Co. Ltd., Japan and BPL Limited, started with the strategic intent to create one of Indias leading and most technologically advanced consumer

electronics company. The JV came into existence in December 2005. The company has implemented a dual brand strategy, and has entered the market with both BPL and SANYO branded products. Whilst SANYO will cater to the high-end technology connoisseur, BPL brand will address the color TV segment, which has been BPLs forte for years.

The Product portfolio of SANYO BPL includes CTVs, Refrigerators, Washing Machines, Audio and Microwaves. SANYO BPL products are currently available in 2500 retail and Multi Brand outlets across the country and targets to have a reach of 16000 counters for BPL CTV and 10000 outlets for SANYO CTV in 2 years and a target of 6000 outlets for appliances. With this, SANYO BPL is confident of achieving a 17% market share over the next 5 years in the highly competitive CTV category.

LOEWE GLOSSARY

Automatic Channel Programming (ACP) When TV is first switched on, this convenient automatic control registers all the receivable channels and programs them in a country-specific sequence. Abbreviated channel designations are copied directly from the transmitter. ACP

also copies stations received via the integrated satellite up grade Kit. Automatic Gain Control (AGC) AGC automatically optimizes the contrast and color settings of the TV screen even when the input level is too high or too low. Automatic Movie Detection (AMD) When wider screen movies are broadcast in the 4:3 formats, AMD properly reformats them for the 16:9 screens to eliminate the black borders at the upper and lower edges of the screen. Digital Movie Mode (DMM) Feature films are transmitted at 25 frames per second on television. DMM multiplies the number of images per second creating an essentially more fluid and steady motion sequence.

Plasma Screen The principle of plasma technology is based on an electric current that causes an inert gas to illuminate, similar to neon lighting. Two glass plates divided in to hundreds of thousands of tiny cells (picture elements) and filled with inert gas are pressed together. Two parallel electrodes are found on the inner side of the front plate. When a current is applied across the electrodes the electrical discharge on the protective layer causes the emission of ultraviolet radiation this UV radiation in turn stimulates the

phosphorous coating on the cell walls, causing it to transmit light through the glass which is perceived as an image the use of different colored phosphorous compounds provides the various colors necessary to products a color image the end product is a super slim-line screen an clearly defined brilliant images. VGA up grade Kit The VGA terminal (video Graphic Adapter) available as an upgrade kit allows you to connect your pc to the television so the whole family can follow an exciting computer game on the big screen.

BPL LIMITED LIST OF DIRECTORS

Mr. Ajit G Nambiar Mr. K. S. Jayanth Kumar Mr. M. Sasi - Chair man & Managing Director - Director & CEO - Director

Ms Anju Chandra sekhar Mr. PH Ravi Kumar, Nominee- ICICI Mr. suraj L Mehta Mr. Viswanath Nambiar

INTRODUCTION TO

CONSUMER BEHAVIOR

Consumer Behavior INTRODUCTION TO CONSUMER BEHAVIOR

Consumer Behavior may be defined as the the behavior that consumers display in searching, using, evaluating and disposing of products and services that they expect will satisfy their needs. resources. It refers to the study of now individuals make decisions to spend their valuable So it indispensable for the marketers to know the consumer decision process, Decision process includes the following stages.

1) Need Recognition 2) Information Search 3) Evaluation of Alternatives 4) Purchase 5) Post Purchase Behavior NEED RECOGNITION: the buying process starts when the The buyer recognizes a problem or need. The buyer senses a difference between his own state and desired state. need can be triggered by internal stimuli like hunger, thirst, sex or by external stimuli like advertisement, friends, relatives, etc., the marketer needs to identify the circumstances that trigger a particular need.

INFORMATION SEARCH: - The search begins when a consumer perceives that a need might be satisfied by the purchase and consumption a need might be satisfied by the purchase and consumption of a product. The recollection of past experiences might provide the consumer the adequate information. On the other hand if the consumer has no Here environment includes friends, The marketers process is the prior experience, then he searches the information in the outside environment. EVALUATION interested in OF advertising sales persons, etc. INFORMATION: how knowing consumers

information gathered during the search process once the interest in the product is aroused the person makes final

decision using certain

evaluative criteria like product The evaluation stage

attribute, relative importance of each attribute to the Consumer, brand, image etc. represents the stage of metal trial of the product. PURCHASE DECISION: After the evaluation, the consumer develops the intention either to the purchase or reject the product. The final purchase will how ever depend on the strength of positive intention i.e., the intention to buy.

POST

PURCHASE

BEHAVIOR:

After

purchase

and

consumption of a product consumer experiences some level of satisfaction or dissatisfaction. The marketer has to study the post purchase attitude of the consumer to predict their post purchase actions.

MAJOR FACTORS INFLUENCING CONSUMER BEHAVIOR Consumers do not make their decisions in vacuum. Their purchases are highly influenced by cultural, social, personal and psychological factors. These factors are not possible to control by the marketer but must be taken into account. We want to examine the influence of each factor a buyers behavior. CULTURAL FACTORS: cultural factors exert the broadest and deepest influence on consumer behavior we will look at the played by buyers culture, sub culture, and social class. CULTURE: Culture is the most fundamental determinant of persons want and behavior where as lower creatures are largely governed by instinct, human behavior is largely learned. The child growing up in a society learns a basic

set of values, perceptions, and behaviors through a process of socialization involving the family and other key institution. SOCIAL CLASS: Virtually all-human societies exhibit social stratification. Stratification sometimes takes from of a cast system where the members of different castes are reared for certain roles and cannot change their membership more stratification takes the form of social classes.

Social

classes

are

relatively

homogenous and enduring division in a society where are hierarchically ordered and whose members share similar values, interests and behavior. Social classes show distinct product and brand preference in such areas as clothing, home furnishings, leisure activities. And automobiles. REFERENCE GROUPS: A persons behavior is strongly A persons reference groups influenced by many groups.

and those groups that have direct. Or indirect influence on the persons attitude or behavior. Groups having a direct influence on a person are membership group. are primary groups with there is fairly These are continuous groups to which the persons belongs and interacts, some interaction, such as family neighbors and co-owners. The persons also belong to secondary groups, which tend to be formal and where there is less continuous interaction.

AGE AND LIFE STYLE STAGE: People change the goods and services they buy owner their lifetime. Consumption is also shaped by the stage of the family life cycle. OCCUPATION: A persons consumption pattern is also influenced by hi or her occupation. Marketers try to identify the occupational groups that have an above average interest in their product and services.

PSYCHOLOGICAL FACTORS:Buyers buying choices are also influenced by major psychological factors. Are the individual influences on consumer behavior? Needs, motives, perception attitudes and learning.
A) NEED: the starting point in the purchase decision is

the recognition of a need. The consumer is typically confronted with numerous unsatisfied needs. Maslows five level hierarchies of needs are well known, is relevant in this context. As each need is fulfilled, another higher level need arises and demands priority in its satisfaction.
B) MOTIVES: a motive is an inner stat that directs us

towards the goals of satisfying a felt need. Important

buying motives are pride, vanity, fashion, possession, fear safety, love and affection, economy, curiosity, social approval, beauty and comfort or convenience. These are the driving forces behind buying behavior and many be based on psychological wants.

C) PERCEPTION:

individual

behavior

resulting

from

motivation is affected by how we perceive stimuli perception is the meaning we attribute to incoming stimuli through our five senses. Our perception an object of event is the result of the interception of two of factors a) Stimuli factors as size, color, eight or shape b) individual factors which are characteristics of individual.

CONSUMER BUYING PROCESS

The consumer is decision- maker and comes to the market lace to solve his consumption problems to achieve the satisfaction of is needs. Broadly the consumer buying process has three stages, input, process, and out, input is stimulus it is provided by two sets stimulus variables, namely, the firms marketing efforts and social environment. The firms marketing efforts are designed to positively expose inform and influence consumers. These efforts include product service itself, work and in act all marketing functions. The social environment serves as a non-commercial source of consumer information influence which is not under the direct control of firm. It concludes reference group and individuals, family members, social class and castes, cultures and the like. Both these stimulus variables influence consumer and the buying process.

STAGES OF BUYING PROCESS The buying process is composed of a number of stages and is influenced by an individuals psychological, frame works composed of the individuals personality, motivations, perceptions and attitudes. The various stages in the buying process are: 1: NEED RECOGNITION: it means the awareness of a want, a disdain of consumption problems with out whose satisfaction the consumer normally build up tension. 2: PRODUCT EVALUTION: the consumer is exposed to the existence of product that may satisfy a need. consumer himself/herself or because of a This firms awareness may be on account of the search carried by communications through advertising or salesman ship of through a social environment. 3: INTEREST: it is state of mind that exists when a consumer perceives and is aware of alternative products capable of satisfy that need. Consumer interest is indicated in the consumers willingness to seek further information about a product

Chapter-4

Analysis Findings & suggestions

Table showing respondents percentage regarding different inches of television

Inches 14-inches 21-inches 25-inches 29-inches

No. of respondents 5 10 25 10

Percentages 10 20 50 20

No. of respondents

14-inches

21-inches

25-inches

29-inches

10% 20% 50% 20%

of of of of

the the the the

respondents respondents respondents respondents

have have have have

14- inches television 21- inches television 25-inches television 29-inches television

Table showing the influencing factors for buying BPL Television Factors Price Clarity No. of respondents 6 4 percentage 12 8

Durability Features Brand image Others

4

15 4 19 2

30 8 38 4

Others Brand image Features Durability Clarity Price

19 4 8 15 4 6 8 12 30

38

No. of respondents

percentage

38% percentage are influenced by the brand image and 30% are influenced by the durability and 12% are influenced by the price and 8% are influenced by clarity and *% are influenced by features and only 4% are influenced by others

Table showing where customers purchase the BPL Television buying Dealers Others No. of respondents 48 2
No. of respondents

Percentage 96 4

Dealers

Others

96% are purchasing from the dealers and 4% of the respondents purchase from others.

Table showing the influencing factors to buy BPL Television Influencing factors Friends Relatives Advertisement Others
6

No. of respondents 19 20 No. of respondents 6 5

5

Percentage 38 40 12 10
19

20

Friends

Relatives

Advertisement

Others

40% of the respondents are influenced by relatives and 38% are influenced by Friends and 12% are influenced by advertisement and 10% are influenced by other factors

Table showing need of the extra features in BPL television Features Yes No No. of respondents 25 25
No. of respondents 25 25 20 15 10 5 0 Yes No No. of respondents 25

Percentage 50 50

In this above table we can clearly say that 50% of the respondents are needed extra features and 50% of the respondents say no change

Table showing over all satisfaction BPL television Attributes Sound control Display features Price Durability Clarity No. of respondents 9 6 16 7 12
No. of respondents 20 15 10 5 0 Sound control Display features Price Durability Clarity 9 6 7

Percentage 18 12 32 14 24

16 12

No. of respondents

18% of the respondents are satisfied by the sound control 12% of the respondents are satisfied by the Display Features 32% of the respondents are satisfied by the Price of BPL 14% of the respondents are satisfied by the durability of BPL 24%of the respondents are satisfied by the clarity of the BPL

CHAPTER-5 FINDINGS & SUGGESTIONS

FINDINGS:
100% of the respondents are aware of BPL Television Out of 100% respondents 60% of the consumers using 21inches T.V. 20% using 25-inches, 20% using 29-inches Among 100% more than 96%purchase from the dealers and 4% purchase from others. 50% of the respondents need extra features and 50% of the respondents are dont need extra features. 100% of the respondents are satisfied with the different features of the BPL Television

SUGGESTIONS The products have to be sold at competitive price After sales services should be maintained Improve picture tube quality Exchange offers, implemented. discounts, festival offers should be

Improve the sound system Have the plasma T.VS in this category of televisions Brand is a set of promises. improved. Hence features should be

QUESTIONNAIRE

Consumer Behavior towards Television with reference to BPL Televisions

Name Occupation of ? a) : : Gender : Age :

1. Can you recall the names of few TVs you are aware

b)

c)

d) ( (

2. How many inches BPL television you have? a) 14-inches ( ) b) 25- inches ) c) 21-inches ( ) d) 29-inches ) 3. Before BPL have you used any other T.V. a) Yes ( ) b) No ) If yes specify ..
4. What are the factors that influenced you to buy BPL?

a) Price ) c) Clarity ( ) e) Durability ( )

( ( (

) b) Features )

d) Brand Image ) f) Others

5. Where do you purchase BPL Television? a) Dealers ( ) b) Others

) ( (

6. Who influenced you to buy this particular brand? a) Friends ( ) b) Advertisement ) c) Relatives ( ) d) Others )

7. Have you come across any problem television? a) Yes ( ) b) No ) If yes Specify a) Yes ) If yes, specify. ( ) b) No

with

your (

8. Are these any features needed in your television?

9. Technical features contributed for selection of particular brand? Attributes Necessary Tuning Sound control Display features Features on Remote Un necessary

10which of the promotional schemes do you like most? .. 11.What is your opinion with reference to following features? Factors Fully Satisfied Not Satisfied Satisfied Price Durability Clarity Sound Features Availability of services Suggestions, if . any

Thank you, Signature of the respondent

BIBLIOGRAPHY

MARKETING MANAGEMENT - PHILIP KOTLER CONSUMER BEHAVIOR CONSUMER BEHAVIOR PRODUCT MANAGEMENT - SCHIFFMAN - SUJA. R. NAIR - CHUNAWALA

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