Consumer Behavior: It is a set of processes a consumer uses to make purchase decisions, as

well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use.

Buying Behavior:

Importance of Consumer Behavior for Marketers:1. Consumer behavior is helpful in understanding the purchase behavior and preferences of different consumers. As consumers we differ in terms of our sex, age, education, income, occupation, family set-up, religion, nationality, social status.

2. To successfully market to different market segments, the market needs appropriate marketing strategies which we can design only when he understands the factors which account for these differences in consumer behavior and tastes. 3. In todays world of rapidly changing technology, consumer tastes are also characterized by fast changes. Consumer behavior provides invaluable clues and guidelines for marketers on new technological frontiers which they should explore. For example- CTV in lieu of B/W TV 4. Consumer behavior is a process and purchase forms one part of this process. There are various psychological and environmental factors which influence this process, to the extent that the marketer can understand and manipulate the influencing factors, he can predict the behavior of consumers.

Types of Consumer:
Individual buyer Business buyer All individuals fall into the category of personal consumer. All business organizations, government agencies and bodies, non-business organizations such as hospitals, temples, and trusts are organizational consumers of goods and services purchased for running the organizations.

Model of Consumer Behavior:

Due to the growth in the size of firms and markets, marketing decision makers have been removed from direct contact with their customers. Managers have had to turn to consumer research. They spend more money in trying to learn: Who buys? How do they buy? When do they buy? Where do they buy? Why do they buy? How do consumers respond to various marketing stimuli, arranged by the company, is main Question. Therefore, business & academic researchers is investing much energy in researching the relationship between marketing stimuli and consumer response.

Their starting point is the stimuli-response model. Above figure shows marketing and other stimuli entering the buyers black box and producing certain responses. The stimuli are of two types. Marketing stimuli consists of the 4 Ps: Product, Price, Place and Promotions. Other stimuli consist of major forces and events in the buyers environment economic, technological, political and cultural. All these stimuli pass through the buyers black box and produce the set of buyer responses: Product choice, brand choice, dealer choice, purchase timing and purchase amount.

Detailed Factors Influencing Consumer Behavior:

A. Cultural:
Culture: The study of culture encompasses all aspects of a society such as its religion, knowledge, language, laws, customs, traditions, music, art, technology, work patterns, products etc. All these factors makeup the unique distinctive personality of each society. Sub-Culture: Each culture contains smaller groups of subcultures that provide more specific identification & socialization for its members. Sub-Culture can be classified into Nationality, Religion, Race, Age, Sex, Occupation, Social Class, and Geographic Location. Social Class: Virtually all human societies exhibit social stratification. More frequently, stratification takes the form of social classes. Social classes are relatively homogenously and enduring divisions in a society, which are hierarchy ordered and whose members share similar values, interests, and behavior.

B. Social:
1. Reference Group: A persons reference groups are those groups that have a direct or indirect influence on the person attitudes or behaviors. Groups influence will be stronger for products that will be visible to others whom the buyer respects. 2. Family: Members of the buyers family can exercise a strong influence on the buyers behavior. The family of orientation consists ones parents. From parents a person acquires an orientation toward religion politics, & economics and a sense of personal ambition self-worth & love. The following products and services fall under such. a. Husband-dominant : Life insurance, automobiles b. Wife-dominant : Mixer, Washing Machine, and Kitchenware c. Equal : Housing, Entertainment, and Housing Furniture 3. Roles & Status: Participating of buyer in the different groups as clubs, organization influences his/her buying behavior. His/her position in the different groups can be termed as roles & status. A role consists of the activities that a person is expected to perform according to the persons around him/her. Each role carries a status reflecting the general esteem: accorded to it by society.

C. Personal:
1. Age & Life Cycle Stage: People change the goods and services; they buy over their life time. They eat baby food in childhood, most foods in the young age and special diets in the later year. 2. Occupation: A persons consumption pattern is also influenced by his or her occupation. A blue-chip worker will purchase good clothes, care etc. 3. Economic Circumstances: A persons economic circumstances will greatly affect product choice. His economics circumstances consists of their spendable income, saving & assets, borrowing power. 4. Life-Style: A persons life style is that persons pattern of living in the world as expressed in the persons activities, interests & opinions.

D. Psychological:

1. Motivation: A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop a marketing mix. MASLOW hierarchy of needs!!

Need to determine what level of the hierarchy the consumers are apt to determine what motivates their purchases.

2. Perception: What do you see?? Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. We chose what info we pay attention to, organize it and interpret it. Information inputs are the sensations received through sight, taste, hearing, smell and touch. Selective Exposure- Select inputs to be exposed to our awareness. More likely if it is linked to an event, satisfies current needs, intensity of input changes (sharp price drop). Selective Distortion-Changing/twisting current received information, inconsistent with beliefs. Advertisers that use comparative advertisements (pitching one product against another), have to be very careful that consumers do not distort the facts and perceive that the advertisement was for the competitor. Selective Retention-Remember inputs that support beliefs, forgets those that don't. 3. Learning: Learning is the process through which a relatively permanent change in behavior results from the consequences of past behavior. 4. Beliefs and Attitudes: A belief is a descriptive thought that a person has about something. The belief that the customer has about a brand is important. Therefore it determine his behavior towards buying and using the belief constitute the brand image and if the customer has the wrong belief he is likely to generate negative image about the brand. Attitude is Knowledge and positive and negative feelings about an object or activity-maybe tangible or intangible, living or non- living.....Drive perceptions Individual learns attitudes through experience and interaction with other people. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy.

EXECUTIVE SUMMARY
Our project gives brief study, on what is Consumer Behavior, and the techniques of achieving Customer Satisfaction by the way they perceive and providing them their essential needs. It also provides significance of the conducting the consumer buying research and how and when to conduct it. Based on the topic, this project analyzes the CONSUMER BEHAVIOR OF TELEVISION IN CONTEXT OF SONY & SAMSUNG TV. It shows what strategies the SONY & SAMSUNG have used for satisfying the customers and what their responses are. To undertake the research the questionnaire is prepared so as to know, how much the customers are satisfied after using Asian Paints and Berger Paints, are they willing to be loyal customers or do they prefer to switch to other brands. The survey reflects the areas where the company needs to improve and the areas where it has gained its popularity.

ABOUT THE INDUSTRY

The Indian Television industry is going through turbulent transformation. Companies are relooking at their strategies and are desperate for growth. The entrenched position of the Indian market leaders in TVs like Videocon, BPL and Onida has been challenged by the MNCs such as LG, Panasonic, Samsung, Sony, Philips and Sharp; some in a perceptible way and others threatening to do so. The changing environment demands fresh thinking to gain the cutting edge advantage. Exchange schemes, free gifts, price offs, prizes, deferred payment schemes and other incentives as promotional tools have been deployed by the players, which certainly have made the market, vibrant and pulsating. A major factor contributing to the growth has been availability of consumer financing schemes. Concomitantly, the industry has been witnessing a new scenario with a new market profile. The entry cost into this industry is substantially low. Thus, there is already a lot of competition in this sector and due to this, consumer is benefitting by not only getting the above benefits, but also world class products of high quality at reasonable prices. Due to this, TV is now a necessity of every house, whether in rural India or Urban India. This paper talks about the Television Industry in India, its market structure and challenges and opportunities it faces. The paper uses econometric techniques to deal with the issue of market concentration. Towards the end, a hypothetical situation is created where the major Korean MNCs, LG and Samsung get together and play in the market as a single entity. The paper analyses the reasons and results for this merger, and the economic theory and the competition issues emerging with this collaboration. The paper talks of entire TV industry and not of CTV or flat TV or LCD TV market separately.

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