A Study on Consumer Satisfaction Towards Samsung Television
EXECUTIVE SUMMARY
Television today has become an essential and important media for business, news, entertainment etc. while it was a mere source of education and curiosity when it came into being. Television has been revolutionized with the application of satellite technology; variety of channels from different countries can be viewed at our homes by a mere installation of a dish antenna. Hence, it made true the statement of yesterday’s luxurious are today’s necessaries. The credit for the revival in TV industry largely goes to the satellite and cable television boom. In today’s life television has become a necessity rather than a source of entertainment. Television once called as the idiot box is now considered as the intelligent box.
In the post liberalization period global mega brands peeped into Indian markets expecting a huge market which was just waiting to be tapped. Although the entry of MNC’S did not make an impact initially, aggressive marketing strategies and innovative consumer friendly schemes has resulted in a sharp rise in their market share.
At present many international brands like Sony, Samsung, Panasonic, Philips, LG, and Thomson etc. are competing with Indian brands such as BPL, Videocon, Onida etc. to capture Indian markets.
This study has been focused on the consumer preference of consumer durable like television and the impressions of the consumers with regards to product, price, place and promotion.
Samsung is one of the leading TV brands in India. The study is titled, ‘’Consumer Response and stasifaction to Samsung Television’’. The study has been conducted for Viveks limited, one of the largest consumer electronics and home appliances retail chain in India. The study concentrates on acceptance of Samsung televisions as many of its competitors are offering similar quality and features to satisfy customer needs and wants.
The study has the following objectives:
o To know the degree of awareness of different brands of television. o The
Television today has become an essential and important media for business, news, entertainment etc. while it was a mere source of education and curiosity when it came into being. Television has been revolutionized with the application of satellite technology; variety of channels from different countries can be viewed at our homes by a mere installation of a dish antenna. Hence, it made true the statement of yesterday’s luxurious are today’s necessaries. The credit for the revival in TV industry largely goes to the satellite and cable television boom. In today’s life television has become a necessity rather than a source of entertainment. Television once called as the idiot box is now considered as the intelligent box.
In the post liberalization period global mega brands peeped into Indian markets expecting a huge market which was just waiting to be tapped. Although the entry of MNC’S did not make an impact initially, aggressive marketing strategies and innovative consumer friendly schemes has resulted in a sharp rise in their market share.
At present many international brands like Sony, Samsung, Panasonic, Philips, LG, and Thomson etc. are competing with Indian brands such as BPL, Videocon, Onida etc. to capture Indian markets.
This study has been focused on the consumer preference of consumer durable like television and the impressions of the consumers with regards to product, price, place and promotion.
Samsung is one of the leading TV brands in India. The study is titled, ‘’Consumer Response and stasifaction to Samsung Television’’. The study has been conducted for Viveks limited, one of the largest consumer electronics and home appliances retail chain in India. The study concentrates on acceptance of Samsung televisions as many of its competitors are offering similar quality and features to satisfy customer needs and wants.
The study has the following objectives:
o To know the degree of awareness of different brands of television. o The
Bibliography: TEXT BOOKS: 5. D K Bhattacharyya, Research methodology, Excel Books, New Delhi, 2003 6. James F. Engel, Paul W. Miniard, Roger D. Blackwell, Consumer Behavior, Thomson Publication, 10th Edition, 2006. 7. Jayachandran. S, Marketing Management, Excel Books, New Delhi, 2004.