A STUDY ON CONSUMER SATISFACTION TOWARDS LED TELEVISION WITH SPECIAL REFERENCE TO ERODE CITY Dr. P.PARIMALADEVI 1 M.HEMALATHA 2 1 Associate Professor, Vellalar College for Women, Erode -12 2 Assistant Professor, Vellalar College for Women, Erode -12 ABSTRACT Consumer Satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service. Management is the processes of planning, organizing directing motivating and coordinating and controlling of various activities of a firm. Marketing is the process of satisfying the needs and wants of the consumers. Management of marketing activities is Marketing Management. The invention of the television was the result of the work by many inventors, scientists and engineers in the late 1800 s and early 1900 s. Many inventors made technological breakthroughs that were used by other inventors to successfully make working television systems. The first working television systems were electromechanical and used a motorgenerator. INTRODUCTION Television (TV) is a telecommunication medium 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 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.[1] In the mid-1960s, color broadcasting became popular in the US and began in most other developed countries. The availability of storage media as VHS (1976), 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. In late 2000s, transition to digital television greatly increased its popularity. Since 2010s with arrival of smart Television, Internet television has seen the rise of television programming available via the Internet through services such as Netflix, I Player Hulu etc. In 2013, 79% of the world's households owned a television set. 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), 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 2000s. In 2010s, most of the TV sets sold were flat-panel mainly LEDs. Major TV manufacturers announced the discontinuation of CRT, DLP, plasma and even fluorescent-backlit LCDs by mid 2010s. LEDs are expected to be gradually replaced by OLEDs in near future. Also, major manufacturers have announced to increasingly produce smart TV sets in mid 2010s. Smart TVs are expected to become dominant form of television by late 2010s. The television signals were initially distributed only as broadcast television or terrestrial television which is modeled on the radio broadcasting systems. Terrestrial television uses high-powered radio-frequency transmitters to broadcast the television signal to individual television receivers. In addition to the originals but soon countries started switching to digital signals, with the transition expected to be completed www.icmrr.org 37 icmrrjournal@gmail.com
worldwide by late 2010s. A standard television set is composed of multiple internal electronic circuits, including circuits for receiving and decoding broadcast signals. A visual display device which lacks a tuner is properly called a video monitor rather than a television. STATEMENT OF PROBLEM The technology market can get a little overwhelming at times. New technologies debut constantly and customers feel like their old things such as computers, TVs, videogame systems are outdated quickly. Today, in this competitive world especially in electronic sectors, where the products are more or less same. The only way is providing best possible services to the customers. So LED TV refers to a LCD flat screen incorporating LED technology to backlight the screen. It also produce better quality picture and need lower electricity power make positive Impact on customer mind. Regarding this, the researcher has made an attempt to study the consumers satisfaction towards LED TV. This study will satisfy the following questions: Whether customers are satisfied with various factors such as Price, Quality, Clarity, Guarantee/ warrantee etc? What are the factors influencing the customers to prefer a particular brand? OBJECTIVES OF THE STUDY The study has been taken up with a general objective of identifying the customer satisfaction towards LED television. In this chapter, the following specific objectives include: To highlight the profile of the LED Television. To bring out the profile of the respondents. To analysis the factors influencing the customers in the purchase of LED Television. To measure the level of satisfaction of the customers on various attributes of LED Television. To bring out the key findings and offer suitable suggestions to strengthen the marketing of LED Television. SCOPE OF THE STUDY The study has been undertaken to examine the customer satisfaction towards LED television with special reference to Erode city during 2015-2016. The scope of the study is restricted to the customers satisfaction with the objectives of studying the profile of the respondents, factor influencing customers preference for LED television and satisfaction level on LED television. LIMITATIONS OF THE STUDY The following are the limitations of the study. The coverage of the study is limited to Erode city only. The study being a primary one, the accuracy and reliability of data on the Information provided by the respondents. The taste and preference of the customers are constantly changing. SOCIO-ECONOMIC PROFILE OF THE RESPONDENTS The respondents have been distributed on the basis of socio-economic factors such as their age, gender, educational qualification, occupation, size of family, nature of the family, monthly income. Percentage Analysis: The majority 50.7% of the respondents are having led television in the age group of below 20 years. The majority 62.7% of the respondents having led television are female. The majority 36.6% of the respondents are graduates. www.icmrr.org 38 icmrrjournal@gmail.com
The majority 33.3% of the respondents are engaged as professionals That the majority 38% of the respondents are having above 3-5 members in their family That the majority 74.6% of the respondents are in nuclear family The majority 43.4% of the respondents family monthly income is Rs. 20,000 Rs to 30,000 PROFILE OF THE RESPONDENT BASED ON THEIR BUYING ATTRIBUTES The profile of the respondent based on their buying attributes of the respondents. The product related profile such as type of product used, source of information, influenced factor durability of use, frequency of purchase discount or free of fears, usage and place of purchasing led television products. Percentage Analysis: The majority 46.7% of the respondents are getting the source information about led television through their friends and relative The majority 31.4% of the respondents are influence by the factor the need for the family for having led television. The majority 33.3% of the respondents are having Samsung brand led television The majority 28% of the respondents are having led television 42 inches. The majority 46.6% of the respondents are having below Rs 30.000 priced led television The majority 33.3% of the respondents interesting feature on led is picture clarity. The majority 76.6% of the respondents are purchase their led television through credit mode The majority 50.6% of the respondents are using the led television for Below 3 years. The majority 59.4% of the respondents are recommend their led television to others. The majority 26% of the respondents are satisfied with the led television BRAND PREFERENCE OF RESPONDENTS The brand preference of the respondents depends upon the attributes of LED television. ATTRIBUTES OF LED TELEVISION: The importance given by consumers towards various attributes of LED television differs from one individual to another individual. The attributes of LED television Product are as follows, Price Quality Brand Image Clarity Space occupied Guarantee & Warrantee Style/Design Advertisement WEIGHTED AVERAGE SCORE RANKING METHOD (Table-2) The respondents opinion regarding the usage of LED television product is analyzed by applying weighted average score ranking technique. The average rank analysis is performed to identify the priority of the different category of the consumer performance in LED television product based on the consolidated priority of the respondents. The average rank is calculated and the final rank is fixed based on the criteria lesser the average rank more is the priority on the various aspect relating personal factors. Among the various factors, Clarity is ranked first with a weighted score of 105.5 point, and quality is ranked second with a weighted score of 96.75 points, Space occupied is ranked www.icmrr.org 39 icmrrjournal@gmail.com
third with a weighted score of 92 points, price is ranked fourth with a weighted score of 86.65 points and the Brand image is ranked fifth with weighted score of 80.15 points, Style design is ranked sixth with a weighted score of 72.15 points, the Guarantee& warrantee is ranked seventh with the weighted score of 72 points and Advertisement is ranked eighth with the weighted score of 71.25 points. The majority of the respondents are ranked first with the weighted score of 105.5 points, for Clarity. CHI-SQUARE ANALYSIS The Chi-square test has been used to find out the relationship between the socio economic factors and opinion level of the sample respondents. Result Of Chi-Square Analysis: There is significant relationship between age and level of satisfaction to led television. There is significant relationship between gender and level of satisfaction led television. There is no significant relationship between education qualification and level of satisfaction to led television There is no significant relationship between occupation and level of satisfaction to led television SUGGESTIONS After sales service should be effectively made to retain the customers. New technology after can be introduced to reduce power consumption An additional service protection plans for one and two years can be providing at reasonable price even after warranty period. While manufacturing led television giving more andesine to eco. friendly concept Table 1 PROFILE OF THE RESPONDENTS- PERCENTAGE ANALYSIS Demographic factors Category No. of Respondents Percentage of Respondents AGE Below 20 yrs 76 50.7 20-30 yrs 25 16.6 30-40 yrs 33 22 Above 40 yrs 16 10.7 GENDER Male 56 37.3 Female 94 62.7 EDUCATIONAL Illiterate 40 26.7 QUALIFICATION Up to School Level 35 23.4 Graduate 55 36.6 Post Graduate 20 13.3 OCCUPATIONAL Employed 40 26.7 STATUS Professional 50 33.3 Business 34 22.7 Others 26 17.3 www.icmrr.org 40 icmrrjournal@gmail.com
SIZE OF THE FAMILY Below 3 members 40 26.7 3-5 members 57 38 Above 5 members 53 35.3 NATURE OF FAMILY Joint Family 38 25.4 Nuclear family 112 74.6 FAMILY MONTHLY Below Rs 20,000 65 26.6 INCOME Rs.20,000- Rs.30,000 40 43.4 Rs.30,000- Rs.40,000 21 14 Above Rs.40,000 24 16 SOURCE OF Friends & Relatives 50 46.7 INFORMATION Dealers 20 13.3 Media 70 33.4 Others 10 6.6 FACTORS INFLUENCE Social Status 52 3.6 TO BUY Need for the family 47 31.4 Newly launched model 25 16.6 Brand Name 26 17.4 BRAND PREFERENCE LG 40 26.7 Samsung 50 33.3 Sony 21 14 Sharp 20 13.4 Philips 19 12.6 SIZE OF LED 32 inches 25 16.7 40 inches 35 23.3 42 inches 42 28 52 inches 28 18.7 Others 20 13.3 PRICE Below Rs.30,000 70 46.6 Rs.30,000- Rs.35,000 20 13.4 Rs.35,000- Rs.50,000 18 12 Above Rs.50,000 42 28 FEATURE Sound Effect 35 23.4 Picture Clarity 50 33.3 Regarding Space 40 26.7 Extra Features 25 16.6 MODE OF PURCHASE Cash Purchase 35 23.4 Credit Purchase 115 76.6 PERIOD OF USAGE Below 3 yrs 76 50.6 3-5 yrs 38 25.4 Above 5 yrs 36 24 RECOMMENDATION Yes 89 59.4 No 61 40.6 www.icmrr.org 41 icmrrjournal@gmail.com
OVERALL SATISFACTION Highly Satisfied 17 11.3 Satisfied 39 26 Neutral 26 17.3 Dissatisfied 36 24 Highly Dissatisfied 32 21.4 Table 2 BRAND PREFERENCE OF RESPONDENTS - WEIGHTED AVERAGE SCORE RANKING METHOD Factors Weighted Score Rank Price 86.65 IV Quality 96.75 II Brand image 80.15 V Clarity 105.5 I Space occupied 92 III Guarantee& warrantee 71.25 VIII Style/design 72.15 VI Advertisement 72 VII Table 3 CHI-SQUARE TEST RESULT FACTORS Calculated chisquare value Table value@5% Level Degree of freedom Result Age 105.8 4.54 15 Rejected Gender 188.6 5.32 8 Rejected Educational Qualification 17.29 19.4 15 Accepted Occupational Status 19.28 21.4 15 Accepted CONCLUSION Today there are number of brands of led televisions are available in the market and they differ in price, quality, clarity etc. In the present technological era it can be said that most of the people are prefer to switch over to new models. When the led television manufacturers are given a quality product at reasonable price, the mass sales will be raised significantly. The manufactures should be implemented the updated technology as well as the eco friendly concept. BIBLIOGRAPHY BOOK C. R. Kothari- research methodology methods and techniques, New Delhi, prakashan publication, 1998.2 nd edition. Philip kilter- principle of marketing management, new delhi, prentice-hall of India pvt lid 1995,9 th edition. Pilli R.S.N.bagavathi, modern marketing principle and practices, chand &co ltd new delhi- 1987. www.icmrr.org 42 icmrrjournal@gmail.com
JOURNALS India journal of marketing-volume, XXX III, augusts-2003, Indian journal of marketingvolume, XXX III, SEP-2003 REFERENCES For more information about led technology. WWW.SAMSUNG.COM WWW.SONY.COM WWW.PHILIPS.COM WWW.LG.COM WWW.SHARP.COM www.icmrr.org 43 icmrrjournal@gmail.com