A PROJECT REPORT ON

CONSUMER BEHAVIOUR TOWARDS

CONSUMER ELECTRONICS (TELEVISION)
Report submitted in partial fulfilment of the
requirement For the award of the degree of BBA
GENERAL Batch (2019-22)

Submitted By: ROHIT

Enrolment number:-04912501719
BBA GENERAL .: Semester VI

Under the Guidance of: Ms. SIMRAN KAUR

Assistant Professor, DSPSR

2019-22

Delhi School of Professional Studies and Research

(Affiliated to Guru Gobind Singh Indraprastha University, New
Delhi)

1
 ACKNOWLEDGEMENT

I take this opportunity to express my profound

gratitude and deep regards to my guide Ms. SIMRAN
KAUR for her exemplary guidance, monitoring and
constant encouragement throughout the course of this
project. The blessing, help and guidance given by her
time to time shall carry me a long way in the journey of
life on which I am about to embark.
Last but not least, my sincere thanks to my parents and
friends for their wholehearted support and
encouragement.
I also hereby declare that the project work entitled
“CONSUMER BEHAVIOUR TOWARDS CONSUMER
ELECTRONICS ( TELEVISION )” under the guidance of Ms
Simran Kaur is my original work and it has not been
submitted earlier in any other university or institution.

ROHIT
BBA 6B

2
 Certificate

This is to certify that the Summer Training project titled

“Consumer behaviour towards Consumer electronics
(televisions)” is an academic work done by Mr. ROHIT
submitted in the partial fulfilment of the requirements
for the award of degree of Bachelor of Business
Administration at Delhi School of Professional Studies
and Research, New Delhi under my guidance and
direction.
MR. ROHIT has given an undertaking that the
information presented in the project has not been
submitted earlier.

Ms. SIMRAN KAUR

Assistant professor

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 INDEX
S.No. TOPIC PAGE NO.
CHAPTER 1
1.
• Introduction 5-6
• Objectives of the 7
study
• Review of 8-12
Literature
• Research
Methodology
• Limitations of the 16
study

2. CHAPTER 2
Profile of the 17-19
organisation
3. CHAPTER 3
Analysis and 20-31
interpretation of
data
4. CHAPTER 4
Findings 32-33
Conclusion and 34-35
recommendation
5. Bibliography 36
6. Annexure 37-38

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 CHAPTER 1- INTRODUCTION

Introduction

It gives me an immense pleasure to present you this

entire project. The topic is “CONSUMER BEHAVIOUR
TOWARDS SONY ,LG & SAMSUNG TELEVISION”
To design this project report, a thorough literature
review is conducted which includes study of journals
and articles available on the subject.
A questionnaire was prepared that deals with aspects
such as “ factors affecting while purchasing TV ”, which
model of television are u using ; etc
The responses are analysed by translating each
question of the questionnaire used for survey into
separate pie charts and graphs with percentage break-
up.
The main object of every organisation is to earn profit ,
The main catalyst which triggers the buying decision of
an individual is need for a particular product/service.
Consumers purchase products and services as and
when need arises.
A consumer searches for several information which
would help him in his purchase. Not all promotional
materials and advertisements excite a consumer. A
consumer does not pay attention to everything he
sees. He is interested in only what he wants to see.
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A consumer would certainly buy something which
appeals him the most. He would remember the most
relevant and meaningful message also called as
selective retention. He would obviously not remember
something which has nothing to do with his need.
So basically , Consumer behaviour is the study of how
people make decisions about what they buy, want,
need, or act in regards to a product, service, or
company. It is critical to understand consumer
behaviour to know how potential customers will
respond to a new product or service. It also helps
companies identify opportunities that are not currently
met.
Here, behaviour of a consumer is analysed in order to
provide best products to the customer that includes
the taste and preference of the consumer1 .
Therefore, LG is perform these functions as –
LG is providing huge number of products to the
customer as per the requirement and need.
They provide more warranties to the customers and it
will shows that the company has confident on its
product.

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 OBJECTIVES OF THE STUDY

1. To study consumer behaviour of

television.
2. To study the awareness level-of
consumers towards television.
3. To study the factors influencing
consumer buying behaviour.

7
 REVIEW OF LITERATURE

LHOTAKOVA, M AND OLSANOVA, K13 (2012) in their

study entitled, “The Role of Positioning in Strategic
Brand Management – Case of Home television
Market”, explained that with growing competitiveness
in the national as well as international markets, brands
have increased importance in consumer decision
making process. Brands help consumers to choose
products that satisfy their needs, suit their emotions
and help them demonstrate their place in the society.
RATIKA RASTOGI AND SONIA CHAUDHARY14 (2012)
made their study entitled, “Psychology and Buying
Behaviour of Rural Consumers with Special Reference
to Television, Washing Machine and Refrigerator in the
Rural Areas of Meerut Region”, In this era of
competition, understanding the consumer is a
necessity for producers. The consumer behaviour
suggest how individual, groups and organisation select,
buy, use and dispose of goods, services, ideas or
experience to satisfy their needs and wants.
LILLY.J32(2010) in her study entitled, “Customer
Perception and Preference towards Branded Products
with special references to Television Sets”, with the
objectives of evaluating the customers perception of
the promotional factor of purchase towards branded
products and also to know whether the demographic

8
variables of the respondent have influence on brand
preference of television sets.
FATIMA FURAIJI, MAŁGORZATA LATUSZYNSKA, AGATA
WAWRZYNIAK15 (2012) have written a paper on, “An
Empirical Study of the Factors influencing Consumer
Behaviour in the Electric Appliances Market”, this study
contributes to a deeper understanding of the impact of
different factors on consumer buying behaviour. It
analyses the relationship between several independent
variables, such as cultural, social, personal,
psychological and marketing mix factors, and consumer
behaviour (as the dependent variable) in the electric
appliances market
PADMAJA K. MANOHARAN AND R. VIJAYALAKSHMI17
(2012) made a study entitled, “Role of Family Members
in the Purchase of Television”, which concludes that,
only by gaining a deep and comprehensive
understanding of buyer behaviour, the marketing goals
can be realised. Studies on family influence have
revealed that a number of family members may be
involved in a decision to purchase durable products.
Family should be considered as a decision making unit
and a buying centre for recognising product needs,
obtaining information, evaluating product features and
finally deciding on product selection.
SEYED FATHOLLAH AMIRI AGHDAIE18(2015) the
purpose of this study was to analyse the effects of
brand credibility and perceived quality on consumers’
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evaluation of brand alliance. This goal had been
followed by examining the impact of constituent
brands credibility on co-brand overall credibility, effect
of perceived quality of the constituent brands on co-
branded product.
RAJENDRAPRASAD, K. HANAGANDI, FILIPE
RODUGUESE MELO AND SHRINIVAS PATIL19 (2012) in
their study on, “A Relative Analysis on Customers’
behaviour of television: Study on Selected Companies”,
explain that customer behaviour is the key for
company’s boom and sustainability of today’s
competitive marketing world. A company ought to
know their customers’ sense towards products and
services.

SHAH-RAM JENABI, SEYED YAHYA SEYED DANESH

AND MINOO YOUSEF 13 (2013) made a study titled,
“Examining the effect of Brand dimension (trademark)
on home appliances consumers’ behaviour Case study:
LG brand in Rasht city”, tells that one of the most
important and valuable assets of a company is its
trademark 5 .

RAJARAJAN, M AND PRIYANGA,T5 (2013) have written

a paper on, “Consumer Behaviour Towards Selected
televisions in Ramanathapuram District”, the study
revealed that lifestyle characteristics have a great
impact on the purchase behaviour of the clusters. In a
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consumption environment, a person chooses a product
or a brand, which seems to possess a maximum
possibility of the definition or elaboration of his life
style identity.

AMUTHA, G. SULTHANA, M. AND NASRIN30(2015) in

their study entitled, “A Study on Replacement Attitude
of Consumers Towards televisions and Home
Appliances”, explains that attitudes and preferences of
the consumers are changing vastly in almost all the
sectors and it has become the challenge to the
manufactures to cope up with the change.

WONG FOONG YEE AND TAN HWEE XIAN34(2015)

have written a paper on “Price Sensitivity-Consumer
Satisfaction Relationship towards Electrical
Appliances”, which explains that consumer satisfaction
has been long recognised in marketing thought and
practice as a central concept as well as important goal
of all business activities.

NEWMAN, JOSEPH, W AND WERBEL, RICHARD,

A39(2015) in their study on, “Multivariate Analysis of
Brand Loyalty for Major Household Appliances”,
present two different measures of brand loyalty
through an analysis of survey data by MCA in which six
hypotheses are tested. A measure based on brand
deliberation as well as brand repurchase appeared.
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SIEW-YONG LAM AND CHEE-KEONG CHOONG37(2016)
in their study entitled, “A Study on Malaysian
Consumers Perception Towards Quality of Chinese
Electrical Home Appliances”, which explains that
although there are many Chinese electrical home
appliances in the Malaysian market, the perception
towards Chinese products is always very negative.
6.
Kotler42 (2003) Consumer surveys often reveal that
quality is one of the most important decision factors
for consumers, if not the most important. Product
quality stands for the ability of a product to perform its
functions.

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 RESEARCH METHODOLOGY

Research means a search for knowledge or gains some

new knowledge and methodology can properly refer to
the theoretical analysis of the methods appropriate to
a field of study or to the body of methods and
principles particular to a branch of knowledge. A
Research methodology has a specified framework for
collecting the data in an effective manner. Research
methodology means a ‘defining a problem, defining
the research objectives, developing the research plan,
collecting the information, analysing the information
and presentation of finding’.

RESEARCH DESIGN:-
Research design specifies the methods and procedures
for conducting a particular study. A research design is
the arrangement of conditions for collection and
analysis of the data in a manner that aims to combine
relevance to the research purpose with economy in
procedure. My Research design is Descriptive Research
Design.

SAMPLING METHOD:-
Sampling is the process of obtaining information about
an entire population by examining
only a part of it. There are two types of sampling
technique –
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Probability sampling – it is a sample in which every unit
in the population has the equal chance for being
selected in the sample.
Non probability sampling – in this type of sampling
technique, some elements have the chance of being
selected in the sample.
In this study, a non probability type of sampling
technique has been used.
Convenience sampling is a non probability type of
sampling technique and this technique has been used
in this study. In this sampling, the sample is drawn
from that part of population which is close to the hand
of researcher according to his/her convenience.

The Sample:
Sample Area: Delhi
Sampling method: Convenient sampling Sample Size:
100 respondents
Research Instrument : Structured Questionnaire

SOURCES OF DATA COLLECTION:

Keeping in mind the aims, objectives and the fact that
all the respondents for the study were educated,
structured questionnaire is used for data collection.
The questionnaire consisted various aspects like open
ended, close ended, multiple choice etc.,
Types of Data:

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Primary Data: The primary data is collected from the
consumers. For this purpose direct personal interview
and a structured questionnaire was prepared.
Secondary Data: The secondary data and the extensive
literature on selection procedure were collected from
journals, articles, magazines and various websites.
Information was also collected from company records,
company data base, brochures and catalogues.

STATISTICAL TOOL:
For the representation of analysis of data, graphs and
charts are used.

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 LIMITATIONS OF THE STUDY

There are certain limitations that every researcher

has to face during the research period. Following
are some of them:-
Time constraint – the time given to complete the
dissertation was very less so it was very difficult to
complete the whole research in that limited time
duration.
 Lack of skill- to complete any research, a
researcher must have knowledge and skills to
implement. Since I am a student so it was very
difficult for me to complete it correctly.
Lack of technology – to complete the analysis one
must use spreadsheet or SPSS. I have not used any
of them.
Less resources – I did not have proper resources to
complete the research.
Less number of respondents– I did not have the
enough respondents and source of information.
Lack of proper information – I did not have proper
information about the things required for
completing the research.

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 CHAPTER 2-PROFILE OF THE
ORGANISATION
LG
LG Electronics Inc. (Lucky Goldstar) (Korean: LG 전자) is
a South Korean multinational electronics company
headquartered in Yeouido-dong, Seoul, South Korea,
and is part of the LG Group, employing 82,000 people
working in 119 local subsidiaries worldwide. With 2014
global sales of USD 55.91 billion (KRW 59.04 trillion),
LG comprises four business units: Home
Entertainment, Mobile Communications, Home
Appliance & Air Solution, and Vehicle Components,
with Station India as its main production vendor for
refrigeration and washing machines in the Indian sub-
continent. The CEO of LG Electronics is Bon-joon Koo,
who assumed the role of vice chairman of LG
Electronics on 1 October 2010. In 2011, LG Electronics
was the world’s second-largest television
manufacturer.
LG Sponsors the German Soccer Team Leverkusen.
In August 2013, LG Electronics announced that it would
sponsor German Bundesliga club Bayer 04 Leverkusen
for the next three years with an option to extend for
one more year. In the U.S., LG Electronics’ brand and
product advertisements can be seen in Dodger Stadium
of the Los Angeles Dodgers and Great American Ball
17
Park of the Cincinnati Reds. LG sponsors the
International Cricket Council, the world governing body
for cricket, and also sponsors ICC Awards.[ LG also
sponsors two Korean professional golf players Ja-young
Kim and Bomi Lee.
SONY

Sony Television, Sony TV, or Sony HD may refer to any

of the following television-related products from
Japanese conglomerate Sony:
 Television sets designed and manufactured by
Sony Corporation in Japan.
1. Trinitarian, television hardware brand (1968-
2008).
2. Bravia (brand), television hardware brand (2005-
present).
 Television offerings from Sony Pictures in the
United States.
1. Sony Pictures Television, American television
studio.
2. Sony Pictures Television Networks, operator of
Sony-branded television channels.
3. Sony Channel, a brand of general entertainment
television channels.
4. Canal Sony, Latin American television channel.
5. Sony Pictures Networks India, Indian television
broadcaster.
6. Sony Entertainment Television, Indian television.
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 SAMSUNG

The Samsung Group[3] (or simply Samsung, stylized as

SΛMSUNG) (Korean: 삼성 [samsʌŋ]) is a South Korean
multinational manufacturing conglomerate
headquartered in Samsung Town, Seoul, South Korea.
[1] It comprises numerous affiliated businesses,[1]
most of them united under the Samsung brand, and is
the largest South Korean chaebol (business
conglomerate). As of 2020, Samsung has the 8th highest
global brand value.

Samsung was founded by Lee Byung-chul in 1938 as a

trading company. Over the next three decades, the
group diversified into areas including food processing,
textiles, insurance, securities, and retail. Samsung
entered the electronics industry in the late 1960s and
the construction and shipbuilding industries in the mid-
1970s; these areas would drive its subsequent growth.
Following Lee’s death in 1987, Samsung was separated
into five business groups – Samsung Group, Shinsegae
Group, CJ Group and Hansol Group, and Joongang
Group.

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 ANALYSIS AND INTERPRETATION
OF DATA
1). AGE
Particulars (years) Respondents %
20-30 20
30-40 70
40-50 10
Total 100
Type equation here .

INTERPRETATION:-

Majority of the respondents are of age group 30-40yrs.

20% respondents are of age group of 20-30years and
rest belongs to 40-50 years of age group.

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2). GENDER
Particulars Respondents %
Male 60
Female 40
Toto 100

GENDER

INTERPRETATION-
60% of the respondents comprise of males and the rest
are females.

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3). Do you own a television?
Do you own a Respondents
television? %
YES 99
NO 1
TOTAL 100

DO YOU OWN A TV?

INTERPRETATION:-
From the above data, it is analysed that most of the
people use television.

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4). Which brand of television do you own?
Brand of TV you Respondent
own. %
LG 41
Samsung 25
Sony 27
Panasonic 7
Total 100

WHICH BRAND OF TV DO YOU OWN ?

INTERPRETATION:-
From the above data ,it was found that 41% of homes
are having LG television, 27% are using Sony.
25% are using Samsung and the rest are using
Panasonic televisions

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5). Since when you are using lgtv?
Since when Respondents
you are using %
lgtv?
Less than 1 12
year
1-2 year 18
2-3 year 20
4 and above 50
Total 100
Since when you are using lgtv?

INTERPRETATION:-
From the survey it is observed that 50% of the people
are using LG televisions since four years and above,
20% are using for 2-3 years , 18% of people are using
for 1-2 yrs and remaining 12% are using for less than 1
year.

24
6). From where did you get information about LG TV?
From where did Respondents
you get %
information
about LG TV?
Advertisements 30
Friends 30
Retail outlets 12
Newspapers 28
From where did you get information about LG TV?

INTERPRETATION:-
From the survey , It is observed that 30% people are
influenced by advertisements and friends. 28% are
influenced by newspaper and remaining by retail
outlets respectively.

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7). Which factors affects you more for purchasing lg
tv?
Which factors Respondents
affects you %
more for
purchasing LG
tv?
Quality 60
Price 10
Brand image 20
After sale 10
service
Which factors affects you more for purchasing lg tv?

INTERPRETATION:-
From the above data 60% of users go because of
quality, 20% user because of price and remaining
because of price and after sale services.

26
8). Which model of LG TV do you own?
Model of LG TV Respondent %
Lg signature 40
OLED TV’s 30
HDR TV’s 12
Super UHD TV’s 18
Which model of LG TV do you own?

INTERPRETATION:-
According to the survey, LG signature is the most
trustable brand as it is used by 40% people . then
we will consider OLED TV’s which occupy
30% ,followed by SUPER UHD TV’s and HDR TV’s which
are least recommended and prefferd by customers.

27
9). Do you rate LG television above all other brands?
Do you rate LG Respondents
television above %
all other brands?

Yes 80
No 20

Do you rate LG television above all other brands?

INTERPRETATION:-
LG Televisions are most rated than any other brand as
they are rated by 80% .

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10). Are you aware about the service centres of LG
television?
Are you aware Respondents
about the %
service centres
of LG television?

Yes 95
No 5

Are you aware about the service centres of LG

television?

INTERPRETATION:-
Most of the people are very much aware about the
service centres of LG televisions.

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11). Compared with your expectations , how do you
rate the quality of the products supplied ?
Compared Respondents
with your %
expectations ,
how do you
rate the
quality of the
products
supplied ?
Poor 10
Fair 30
Average 10
Good 50

Compared with your expectations , how do you rate

the quality of the products supplied ?

INTERPRETATION:-
Among all the respondents, 50% people consider LG as a good
quality product, 30% rated the quality as fair n remaining 20%
consider the quality at average and poor rate respectively.
30
12). Will you recommend LG television to other ?
Will you Respondents
recommend LG %
television to
other ?
Yes 60
No 40
Total 100
Will you recommend LG television to other

INTERPRETATION:-
From the survey, it is clearly analysed-that 60% of the
people would really like to recommend LG television to
others whereas remaining will not.

31
 FINDINGS

 Majority of the respondents are of age group 30-

40yrs. 20% respondents are of age group of 20-
30years and rest belongs to 40-50years of age
group.
 60% of the respondents comprise of males and the
rest are females.
 From the above data, it is analysed that most of
the people use television.
 From the above data ,it was found that 41% of
homes are having LG television,27% are using Sony
and 25% are using Samsung and the rest are using
Toshiba televisions.
 From the survey it is observed that 50% of the
people are using LG Televisions since four years
and above, 20% are using for 2-3 years , 18% of
people are using for 1-2 yrs and remaining 12% are
using for less than 1 year.
 From the survey , It is observed that 30% people
are influenced by advertisements and friends. 28%
are influenced by newspaper and remaining by
retail outlets respectively.
 From the above data 60% of users go because of
quality, 20% user because of price and remaining
because of price and after sale services.

32
  According to the survey, LG signature is the most
trustable brand as it is used by 40% people . then
we will consider OLED TV’s which occupy
30% ,followed by SUPER UHD TV’s and HDR TV’s
which are least recommended and preferred
customers.
 LG Televisions are most rated than any other
brand as they are rated by 80%.
 Most of the people are very much aware about the
service centres of LG televisions.
 Among all the respondents, 50% people consider
LG as a good quality product, 30% rated the
quality as fair n remaining 20% consider the
quality at average and poor rate respectively.
 From the survey, it is clearly analysed that 60% of
the people would really like to recommend LG
television to others whereas remaining will not.

33
 CONCLUSIONS
 From the study conducted it is concluded that
people are very much aware about the LG
products.
 Complex buying behaviour is involved while
purchasing and ware of significant, difference
among branch.
 It is also observed that there are certain factors
which influence the buying behaviour of the
customer and therefore , are important to study in
order to analyse the results.
 Quality of LG products supplied is also rated as
best.
 Company provide updated information to the
customer.

34
 RECOMMENDATIONS
 The company should reduce the price of their
products.
 Improve the distribution network and make
available the products in needed time of
customers.
 Company always keeps some prizes and gifts to
attract the customers.
 The products should advertise in the Regional TV
channels and in leading newspaper must.
 To make a successful product, marketing strategy
should attract long term consumers.
 They can increase their distribution channels.
 They have to focus back on product efficacy. Rising
above the noise of advertising.

35
 BIBLIOGRAPHY

https://en.org//Consumer_behaviour

www.yourarticlelibrary.com › Consumer Behaviour

www.managementstudyguide.com/what-is-consumer-
behaviour.htm

www.iresearchservices.com/5-common-factors-
influencing-consumer-behavio

36
 QUESTIONNAIRE
1.Age:
2.Gender:
3.Do you own a television?
a) Yes
b)No
4.Which brand of television do you own? LG
a) Samsung
b)Sony
c) Panasonic
5 .Since when you are using LG TV? Less than 1 year
a) 1-2 year
b)2-3 year
c) 4 and above
6 .From where did you get information about LG TV?
a) Advertisement
b)Friends
c) Retail outlets
d)Newspaper
7 .Which factors affects you more for purchasing LG
TV?
a) Quality
b)Price
c) Brand image
d)After sale service
8 .Which model of LG TV do you own?
a) LG signature
37
 b)OLED TV’s
c) HDRTV’s
d)Super UHD TV’s
9 .Do you rate LG television above all other brands?
a) Yes
b)No
10. Are you aware about the service centres of LG
television?
a) Yes
b)No
11 .Compared with your expectations , how do you
rate the quality of the products supplied?
a) Poor
b)Fair
c) Average
d)Good
12.Will you recommend LG television to other ?
a) Yes
b)No

38