Consumer buying behaviour of television

brands and brand perception of Sony

Television
Under the guidance of
Dr. Gaurav Joshi

Submitted by:

Aswin Roy (178/2018).

 Introduction
The television industry is one of the fastest growing and lucrative industry in
the Indian scenario. The higher income in both rural and urban areas the
demand and sales of the television have increased in the modern times. The
Liberalization and globalisation has also added to the growth of this industry as
more and more global and international brands were allowed to come to India
and as a result more quality and lesser pricing followed as a result. This has also
propelled Indians towards use of televisions. The newest developments have
seen easy finance, EMI schemes etc. that has made television affordable to a
high proportion of the population in the country.
Due to increasing competition and modern technology, the prices of the
television market have reached to middle class segment. As India, is one of the
big nations, hence it always attract with high market with heavy population. The
competition, brand personality features and modern technology is attracting the
consumers at large. With the growing prospect in the market brands are trying
all possible marketing strategies to capture the market share ranging from
adding more and more technological additions to televisions to attractive
discounts to different advertising strategies etc. have been used by firms from
time to time. Indian Firms like VU have entered the Indian market which is led
by firms like Sonny, Samsung etc.
Complex competitive status, vulnerable demand forecast, varying consumer
preference, existence of too many brands, changing attitude of channel
intermediaries, shortening of the product lifecycle, are making marketing
decisions extremely difficult and risky. Television, as a product, is getting the
status of essential commodity inviting complicacies and uncertainties.
Thus it is very essential to understand the perception of customers about the
brand as well as the major features and factors that consumers prefer while
buying a television. This research looks to answer these questions.
 Executive Summary:
One of the most recognised brand names in the world today, Sony
Corporation, Japan, established its operation In India in November, 1994,
focusing on the sales and marketing of Sony Products in the country.
In a span of 12 years Sony India has exemplified the quest for excellence in
the world of digital lifestyle becoming the country’s foremost consumer
electronics brand. With relentless commitment to quality, consistent dedication
to customer satisfaction and unparalleled standards of service, Sony India is a
recognized as a benchmark for new age technology, superior quality, digital
concepts and personalized service that has ensured loyal customers and
nationwide acclaim in the industry.
This marketing plan focuses on company’s product development through
increased value offering. The main usp of the product is integrated PS4 gaming
console with AI powered configuration. Different instruments like studies and
optional wellsprings of data have been used with the end goal of this
investigation.
 Company Profile
Sony Corporation is a Japanese multinational conglomerate corporation
headquartered in Kōnan, Minato, and Tokyo. Its diversified business includes
consumer and professional electronics, gaming, entertainment and financial
services. The company owns the largest music entertainment business in the
world, the largest video game console business and one of the largest video
game publishing businesses, and is one of the leading manufacturers of
electronic products for the consumer and professional markets, and a leading
player in the film and television entertainment industry Sony was ranked 97th
on the 2018 Fortune Global 500 list.
Sony Corporation is the electronics business unit and the parent company of the
Sony Group which is engaged in business through its four operating
components: electronics (AV, IT & communication products,
semiconductors, video games, network services and medical business), motion
pictures (movies and TV shows), music (record labels and music publishing)
and financial services (banking and insurance). These make Sony one of the
most comprehensive entertainment companies in the world. The group consists
of Sony Corporation, Sony Pictures, Sony Mobile, Sony Interactive
Entertainment, Sony Music, Sony/ATV Music Publishing, Sony Financial
Holdings, and others.
Sony is among the semiconductor sales leaders and since 2015, the fifth-largest
television manufacturer in the world after Samsung Electronics, LG
Electronics, TCL and Hisense.
The company's current slogan is Be Moved. Their former slogans were The One
and Only (1979–1982), It's a Sony (1982–2006), like.no.other (2006–2009),
make.believe (2009– 2013) and BE MOVED (2013–present)

Objectives:
 To identify the various factors on consumer buying behaviour towards
televisions.
 Identify the current brand perception of your brand with respect to your
competitors.
 Literature Review

BUYING BEHAVIOUR OF ELECTRONIC PRODUCTS IN ANDHRA

PRADESH – A STUDY OF SELECTED ELECTRONIC CONSUMER
PRODUCT
International Journal Of Core Engineering & Management (IJCEM)
Volume 2, Issue 5, August 2015
The present study provide field based investigation primarily makes analysis on
the consumer buying behaviour towards Television Product and the perceptions
of the consumers on various aspects of Electronic consumer product.
The study aimed at creating an overview of the Indian television industry and
also to study the consumer buying behaviour towards Television product both in
urban and rural areas. The primary data is collected with the help of a detailed
questionnaire which is used to analyse the perceptions of consumers with
reference to various determinants and its impact on buying behaviour. The study
gives us a detail understanding of the Indian television Industry. From the study
on factors influencing Indian Electronics industry, it is observed that the
growing demand and technology advancements are clearly encouraging the
consumers to replace the existing television and expect for more features in the
television. Hence, the television manufacturers need to concentrate on
opportunity analysis and this will help them to tap the market. The study
analyses the strategies of different companies and concludes that the there is
still lot of gap in between the international brand and national brand
performance. The television industry is still dominated by the international
companies as there is a clear technology gap for the Indian companies and this
is a major concern for the Indian companies for focus.

AN ANALYTICAL STUDY OF FACTORS AFFECTING CONSUMER

BUYING PREFERENCE FOR TELEVISION BRANDS IN INDIAN
CONTEXT
International Journal of Engineering Research & Management Technology
May- 2014 Volume 1, Issue 3
The main objective of the study was to study the factors affecting the brand
preference. The study was conducted mainly in the Delhi NCR. The major
findings from the study is Customer prefers a particular brand by judging what
kind of benefit they offer to him /her. Although there are several factors which
directly and indirectly affect the customer buying behaviour, but popularity
becomes the dominant factor .Nowadays customer prefer the brand which is
more pronounced among the society and friends. Popularity is created by
introducing high advertising tools by launching celebrity, famous personality as
brand ambassador for their product. People are ready to pay high for such
product and view their living style differently from others. Certain other
supportive factors like Brand name, Brand image, Current trends and
Availability also affect his decision of purchase. It weighs heavily on the
marketer to analyse how a customer made his buying decision towards the
brands.

Consumer Buying Behaviour for Electronic Products

A Study of select items
The consumer electronics industry has growing every day and witnessed a
unique growth over the past few years. This growth can be attributed to the
increasing effect of state of the art electronic devices on the market. The paper
briefly illustrated about different types of consumer purchase behaviour. To
present an overview of the Consumer
Electronic Market in India.
2. To identify the motives behind the buying behaviour,
Ever increasing types of different product makes it difficult for consumers to
make purchase decision. There are four types of purchase decision. 1. Minor
new purchase: This purchase is something new to the customer, though it is not
a very decisive purchase in case of need. 2. Minor Re-Purchase: In this case
the consumer don’t give so much importance to consider such other products.3.
Major New Purchase - These purchases are the most difficult of all purchases
because the product being purchased is important to the consumer, but the
consumer has little or no previous experience making these decisions.4. Major
Re-Purchase - These purchase decisions are also important to the consumer, but
the consumer feels confident in making these decisions since they have previous
experience purchasing the product.
Then they have taken cultural factors i.e. Products colour, size, shape and social
practices to make the analysis more detail oriented. Adding to that they have
taken our patriarchal decision making process.
The important motives influencing the ultimate buying behaviour of desire for
money, vanity, pride, love and affection, romance, fashion, customers fear,
health and physical wellbeing and comfort.
With the 200 participation of respondents Most bought gadget online is mobile
phones followed by mp4 players. As `expected, people who are making online
purchases are young crowd between 19-35 years of age (78%). Better prices,
discounts and hot deals (37%) form their major motivation while making a
decision to purchase online. However, they would like more discount/hot deals
(39%) and convenient and secured payment options (29%) to make more
purchases online. The prices and discounts offered are
the main motivation (37%) for the people purchasing online.
Coming to the problem faced by consumers, 30% of the people voice the
inability to feel or touch the product as the main concern, 37% say that the
products Problems Faced arrived late, did not arrive at all, or the quality was
compromised, when they received the delivery. Good discounts, convenient
secured payment prompt purchases (29%) and Sellers with credible track
records will be the factors that may trigger the more purchases by people.
 Research Methodology
Problem Statement
Sony is planning to bring new models to the Indian television market. The
competition has increased in Indian market with new brands entering market. So
company conducts market research to identify the factors affecting the
consumer buying and also the brand perception of Sony.

Research Design Used:

1. Exploratory Research
2. Descriptive Research
First, we use exploratory research to identify different variables that might
affect consumer buying behaviour towards television. Then we used descriptive
research for the further research through questionnaires to find out factors that
affect consumer buying behaviour and also the brand perception of our
company in the market with respect to other brands.
The following are some of the variables observed during exploratory research
 Price
 Size
 Sound quality
 Brand Image
 Advertisement
 Picture quality
 Income
 Technology
 Social status
 Guarantee / Warranties
Again, on all the above factors, we will be doing descriptive research to find out
what all are the major factors that affect the consumer buying behaviour.
Measurement and Scaling:
1. Ordinal scale
In ordinal scale, we assign numbers to objects to indicate the relative
extent to which the objects possess some characteristic.
2. Interval Scale
In interval scale, we can measure the distance between 1st and 2nd. One of
the main features of interval scale is that the zero point and the units of
measurement are arbitrary.

Data Collection Technique:

1. Primary data
2. Secondary data

Data Collection Sources:

For Primary data
1. Questionnaire
For Secondary data
1. Research Papers
2. Case studies
Sampling Techniques:
 Non-Probabilistic Sampling (Convenient sampling)
Non-Probabilistic sampling is a method wherein the probability of selecting a
person from sample is not equal.
Convenient sampling technique is probably the most common of all sampling
techniques. With convenience sampling, the samples are selected because they
are accessible to the researcher. Subjects are chosen simply because they are
easy to recruit. This technique is considered easiest, cheapest and least time
consuming.

Data analysis tools:

 1. Perceptual Mapping
2. Factor analysis

Analysis

Age

Age

6%4% 10 to 20

31% 20-30
30-40
59%
40 +

The age was divided into 4 brackets. Most of our respondents are in the age
bracket of 20-30.

Income
 Number of respondents
70
62
60 55
50
50

40

30
22
20

10

0
0 - 3,00,000 3,00,000 - 6,00,000 6,00,000 - 9,00,000 9,00,000 above

We categorised our study into mainly into 4 slabs based on the income and the
highest income bracket among the respondents is in the 60000-900000 slab.

Profession

Profession

120

100

80

60

40

20

0
Student Employee Business

The data was collected mainly by floating questionnaires and most of the
respondents who filled the questionnaires was the students with few employees
and businessman also filling the questionnaire.

Reliability Test
Reliability test for 5 point lickert scale for part one factor analysis questionnaire

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items

.616 .662 12

The value comes out to be .616 which is much higher than the standard rate of
.50 and it signifies that we can use the questionnaire for the data collection of
our study.

Reliability test for part 2 questionnaire used for perceptual mapping

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items
.921 .921 8

The Cronbach’s alpha test was conducted for 74 responses to test the reliability
of the responses and the value comes out to be 0.921 which is well above the
required rate and we can say that the questionnaire is reliable and can be used
for further data collection.

Factor Analysis

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of
.674
Sampling Adequacy.
Bartlett's Test Approx. Chi- 1046.
of Sphericity Square 293
df 66
Sig. .000
 Communalities
Initial Extraction
Price 1.000 .682
Screen size 1.000 .814
Soud quality 1.000 .777
Brand image 1.000 .811
advertisement 1.000 .619
Picture quality 1.000 .691
Technology 1.000 .685
social status 1.000 .695
aftersales service 1.000 .805
family income 1.000 .840
energy saving 1.000 .691
Smarttv 1.000 .736
Extraction Method: Principal Component Analysis.

Total Variance Explained

Extraction Sums of Rotation Sums of Squared
Initial Eigenvalues Squared Loadings Loadings
Compo % of Cumulati % of Cumulati % of Cumulati
nent Total Variance ve % Total Variance ve % Total Variance ve %
1 3.847 32.056 32.056 3.847 32.056 32.056 2.948 24.566 24.566
2 2.056 17.136 49.192 2.056 17.136 49.192 2.175 18.128 42.694
3 1.687 14.055 63.247 1.687 14.055 63.247 1.926 16.052 58.746
4 1.255 10.462 73.709 1.255 10.462 73.709 1.796 14.963 73.709
5 .821 6.838 80.548
6 .574 4.787 85.335
7 .440 3.667 89.002
8 .421 3.511 92.513
9 .320 2.666 95.179
10 .231 1.923 97.102
11 .198 1.652 98.754
12 .149 1.246 100.000
Extraction Method: Principal Component Analysis.

Rotated Component Matrixa

 Component
1 2 3 4
soudquality .87
6
brand image .87
4
screen size .85
7
picture quality .62
8
aftersales
.821
service
family income .820
price -.684
technology .790
advertisement .764
social status .601
energy saving .789
smarttv .746
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 5 iterations.

Component Transformation
Matrix
Compo
nent 1 2 3 4
1 .744 .521 -.205 -.366
2 .433 .007 .778 .455
3 .505 -.708 -.423 .254
4 -.070 .477 -.417 .771
Extraction Method: Principal
Component Analysis.
Rotation Method: Varimax with
Kaiser Normalization.

Interpretation
 Bartlett's Test of Sphericity
 This test is used to test whether the variables are correlated.
Here value .000 < 0.05, therefore we can say that there exist a problem of
multicollinearity. So we can proceed with factor analysis.
 KMO
It tells whether Factor analysis is an appropriate technique to analyse the
data.
Value = 0.674 > .5
As the value of KMO is greater than 0.5 we can say that factor analysis is
an appropriate measure to test the data.
 Communality
It explains the proportion of variance in original variables captured in the
extracted factors. The test requires that minimum 60% variance needs to
be captured for the test being useful. In our analysis we can clearly see
that all the variables show the extracted value shows more than 60%
variance.
 Eigen value
Eigen value explains the total variance explained by each factor. In our
analysis we have analysed component 1, 2, 3, and 4 and have identified
that component 4 has the highest Eigen value compared to others. The
Eigen value for component 4 has come out to be 73.709 which is higher
than that of 1, 2, and 3 at 32.056, 49.192, and 63.247 respectively.

Grouping of the variables

Variables Factors
Sound quality, brand image, screen Features
size, picture quality
After sales service, family income Value for money
Technology, advertisement, social Competitiveness
status
Energy saving, smart TV Add on features

The variables are grouped in to 4 groups and they are namely features, value for
money, attraction and add on features.
Discriminant analysis:

Wilks Lambda test:

Wilks' Lambda
Test of Wilks' Chi-
Function(s) Lambda square df Sig.
1 through 6 0.009 5932.309 48 0.000
2 through 6 0.059 3545.959 35 0.000
3 through 6 0.233 1824.999 24 0.000
4 through 6 0.617 605.128 15 0.000
5 through 6 0.779 313.051 8 0.000
6 0.976 30.309 3 0.000

Here in, after running Wilks lambda test, we can see that every test function is
significant. And if we see the Wilks lambda value, ‘1 through 6’ has the lowest
value nearest to zero. So, it says that this test can explain the significance with
each other in best way.

Structure Matrix:

Structure Matrix
1 2 3 4 5 6
Technology 0.782 -0.423 0.299 -0.125 -0.222 -0.171
Brand image 0.779 0.213 -0.212 -0.325 0.322 -0.219
Variety of models 0.529 0.538 0.290 0.254 0.230 -0.076
After Sales service 0.488 0.491 -0.219 0.389 -0.360 -0.392

Features 0.469 0.464 0.563 -0.332 -0.044 -0.052

Value for money 0.454 0.296 0.277 0.528 -0.072 0.340
Picture Quality 0.417 -0.185 0.048 0.241 0.592 -0.194
Sound Quality 0.490 0.077 -0.472 0.053 -0.071 0.563
Samsung 3.096 0.297 -0.253 0.882 -0.556 -0.034
Sony 3.378 -0.385 -0.135 -0.949 -0.105 -0.109
Mi -0.919 -2.121 2.621 0.098 0.079 0.029
Philips -1.085 -0.846 -1.250 -0.203 -0.277 0.318
Panasonic -0.907 3.844 0.981 -0.117 0.124 0.056
LG 0.449 -0.478 -1.061 0.303 1.101 -0.032
 Sanyo -3.989 -0.301 -0.919 -0.021 -0.367 -0.228

From structure matrix and group centroid matrix we get the above data, which is
required to create attribute-based perception map for the above brands. As we
got ‘1 through 6’ as most significant in Wilks lambda test, we are taking 1 st
column as x coefficient and 6st column as Y coefficient for the perceptual map.

Perceptual map

0.800

0.600
Sound Quality

0.400
Value for money
Philips

0.200

Panasonic
Mi
0.000
-5 -4 -3 -2 -1 0 LG 1
Features 2 3 Samsung 4
Variety of models
Sony
Technology
-0.200 Picture Quality
Sanyo Brand image

-0.400 After Sales service

-0.600

Interpretation
  LG is closest to the following variables i.e. features, variety of models,
picture quality, Brand Image, after sales service.
 Sony and Samsung are also close to features, variety of models, picture
quality, after sales service, Brand image. And then If you see Philips
brand, it is close sound quality and value for money.
 Mi and Panasonic are near to features, variety of models, value for
money. Sanyo is far away from almost all attributes.
Findings
 The consumers are highly affected by factors like features of television,
value for money, competitiveness and add on features a television
provides while purchasing the television.
 LG is closest to the following variables i.e. features, variety of models,
picture quality, Brand Image, after sales service.
 Sanyo is far away from almost all attributes.

Limitations:
1. Due to difficulty in determining sampling frame, we are following
convenient sampling method.
2. Lack of time
3. Changing customer tastes and preferences.
4. While conducting Wilks Lambda test, for all test functions we got the
significance as 0 so we took the significance of lambda value to form
perceptual map.

References
 BUYING BEHAVIOUR OF ELECTRONIC PRODUCTS IN ANDHRA
PRADESH – A STUDY OF SELECTED ELECTRONIC CONSUMER
PRODUCT International Journal of Core Engineering & Management
(IJCEM) Volume 2, Issue 5, August 2015
 AN ANALYTICAL STUDY OF FACTORS AFFECTING CONSUMER
BUYING PREFERENCE FOR TELEVISION BRANDS IN INDIAN
CONTEXT International Journal of Engineering Research &
Management Technology May- 2014 Volume 1, Issue 3
  Consumer Buying Behaviour for Electronic Products
A Study of select items International Journal of Research and
Computational Technology, Vol.7 Issue.2 April, 2015

Appendix
Questionnaire
Part 1
1. Do you own a television?
a) Yes
b) No

2. How frequently do you buy a new television?

a) Less than 1 year
b) 1-2 year
c) 2-3 year
d) 3-4 year
e) 4+ year

3. Are you planning to purchase a television in near future?

a) Yes
b) No

4. If so, who in your household will make the buying decision?

a) Parents
b) Spouse
c) Children
d) Oneself

5. Amongst these, which source would you rely most upon?

a) Newspapers
b) Television commercials
c) Television dealers (shop experience)
d) Internet
 e) Friends and relatives

6. Rate the following factors that you would consider while purchasing
television?

1 2 3 4 5
a) Price

b) Screen Size

c) Sound quality

d) Brand Image

e) Advertisement

f) Picture quality

g) Technology

h) Social status

i) After sales service

7. Rate the following television features that you consider while making
buying decision: (on 5-point Likert scale)
a) Sound Quality
b) Screen Resolution (SD, HD, Full HD, 4K)
c) After sales service
 d) Price
e) Screen size
f) Display type (OLED, LED, Curved Panel)
g) Energy Star Certification

8. What is your typical budget for buying television?

a) Upto 20000
b) 20000-40000
c) 40000-60000
d) Above 60000

9. What is the basic purpose of buying television?

e) Family Entertainment
f) Playing console games
g) Security systems
h) Presentation displays

Part 2

1. Do you have any preference for brands while purchasing television?

 Yes
 No

2. Which of the following television brands are you aware of?

a) LG
b) SONY
c) VU
d) Panasonic
e) Sanyo
f) MI
g) Samsung
h) Thomson
i) Others

3. Rate the following brands on the basis of ‘screen quality’ (1 to 5 scale, 1

being lowest to 5 being highest)
a) Sony
b) LG
 c) Vu
d) Panasonic
e) MI
f) Samsung
g) Sanyo
h) Philips
i) Thomson

4. Rate the following brands on the basis of ‘sound quality’ (1 to 5 scale, 1

being lowest to 5 being highest)
a) Sony
b) LG
c) Vu
d) Panasonic
e) MI
f) Samsung
g) Sanyo
h) Philips
i) Thomson

5. Rate the following brands on the basis of ‘value for money’ (1 to 5 scale,
1 being lowest to 5 being highest)
a) Sony
b) LG
c) Vu
d) Panasonic
e) MI
f) Samsung
g) Sanyo
h) Philips
i) Thomson

6. Rate the following brands on the basis of ‘variety of products available’

(1 to 5 scale, 1 being lowest to 5 being highest)
a) Sony
b) LG
c) Vu
d) Panasonic
e) MI
f) Samsung
 g) Sanyo
h) Philips
i) Thomson

7. Rate the following brands on the basis of ‘After sales service’ (1 to 5

scale, 1 being lowest to 5 being highest)
a) Sony
b) LG
c) Vu
d) Panasonic
e) MI
f) Samsung
g) Sanyo
h) Philips
i) Thomson

8. Rate the following brands on the basis of ‘Brand Image’ (1 to 5 scale, 1

being lowest to 5 being highest)
a) Sony
b) LG
c) Vu
d) Panasonic
e) MI
f) Samsung
g) Sanyo
h) Philips
i) Thomson

9. Rate the following brands on the basis of ‘Technology’ (1 to 5, scale 1

being lowest to 5 being highest)
a) Sony
b) LG
c) Vu
d) Panasonic
e) MI
f) Samsung
g) Sanyo
h) Philips
i) Thomson
10. I will recommend Sony television to my friends and relatives.
a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree

11. I would like to purchase Sony television again.

a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree

Part-3

1. Age
a) 0-10 years
b) 10-20 years
c) 20-30 years
d) 30-40 years
e) 40 above

2. Profession
a) Student
b) Employee
c) Businessman
d) others

3. Income (if any)

a) 0 - 300000
b) 300000 - 600000
c) 600000 - 900000
d) 900000 above