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ABSTRACT

The objective of the report is to compare the two


competing brand owners of consumer durable
product based on qualitative research. It
compares the Television ads, print ads and
customer interview to gain insights into the
consumption behaviour through primary and
secondary data

TERM PROJECT
SUBMISSION
Consumer Behaviour

Submitted by: Group 6


Adapa Vaishnavi
Alka
Alla Bharath Reddy
Amritpaul Singh
B Abhishek Sharma
Dhanush C

PGP/19/182
PGP/19/186
PGP/19/187
PGP/19/188
PGP/19/249
PGP/19/253

Contents
INDIAN TELIVISION MARKET ................................................................................................................... 2
Size ...................................................................................................................................................... 2
Technology .......................................................................................................................................... 2
Price .................................................................................................................................................... 2
Major Growth Drivers ............................................................................................................................. 3
Major Players in India ............................................................................................................................. 3
Buying behavior of Television sets in India ............................................................................................. 3
Need for the product .......................................................................................................................... 3
Usage of the product and the decision making process ..................................................................... 4
Purchase criteria ................................................................................................................................. 5
Products given for analysis ..................................................................................................................... 5
LG Full HD and Ultra HD LED TV .......................................................................................................... 5
Sony Full HD and Ultra HD LED TV ...................................................................................................... 5
Analysis of TV advertisements ................................................................................................................ 6
Sony 2010 ......................................................................................................................................... 6
LG - 2013 LG 84 ULTRA HD TVC India.................................................................................................. 7
Analyzing the Print Ads ........................................................................................................................... 7
Product 1: LG Full HD TV and Ultra HD TV .......................................................................................... 7
Product 2: Sony Full HD TV and Ultra HD TV ...................................................................................... 9
Consumer level information research .................................................................................................. 10
Managerial Implications: ...................................................................................................................... 13
LG Full HD and Ultra HD TV ............................................................................................................... 13
SONY Full HD and Ultra HD TV .......................................................................................................... 14
Summary ........................................................................................................................................... 16

References

INDIAN TELIVISION MARKET


This particular product cateogry is interesting as far as studying consumer behaviour and advertising is
concerned. For instance, whenever we enter any electronic store the sight of flashing televisions are
positioned in such a manner that to attract the eye balls of passers by. The primary aspects people often
see while making a purchasing decision in this category is centered mainly aorund size, technology and
price. While other electronic gadgets have power consumption as one of the categories to be considered
while purchasing, TVs are exceptional.

Size
Considered as one of the prime factor which drives the consumption behaviourof customers during
purchaisng stage. It has the capability of altering consumers decision at the buying time proviidng scope
for the retailers to do up selling. The reason being people having an emotional/ pshyoclogical connect
as they believe sizxe of the television can showcase their social status. Having said that, people are
nowadays also being specific about the thickness of the TV and the thinner it is, the more preffered it
is. We have a range of LED TVs existing in the market from 32-inch to as big as 6-inch.

Technology
Modern day televisions have a baffling array of abbreviations CRT, PLASMA, LED, LCD, OLED.
CRT Cathode Ray Tube (Old style robust TV that houses a screen and projector gun)
LCD Liquid Crystal Display (Special flat panel with liquid crystal)
LED Light Emitting Diodes ( Updated version of LCDs)
PLASMA Superior contrast & colour accuracy
OLED Organic Light emitting Diode (Super thin & flexible)

Price
With advent of new technology, the prices are positioned as low as 13,000 to lakhs of rupees. Basically,
the consumer has different options places at respective price he is affordable at. Also, the marketers
find it very difficult to differentiate among competitors and often find it challeneging to defend the price
they are quooting. For a mass consumer, it is very difficult to explain the technology embeded in it and
often the customer sees all the TVs of same type.

Major Growth Drivers


Rising Disposable Income
Due to increase in the disposable income, the demand for electronic goods has increased multifold
in the last decade. This relation is stronger in the television segment
Product Varieties
While deciding on the type of the television, consumer has plethora of variants inform of him and
there is one for everyone, be it the price, size etc.,
EMI Schemes
Availability of EMIs and other financial schemes with hassle free process has determined the
affordability of the customer
Advertising & promotion
Sales promotions, discounts, exchange offers are few of the avenues through which companies
are trying to penetrate more into the masses.
Festive Season
During a festive season the Demand for LED TVs goes very high. As a result many companies come
up with various schemes during festive season

Major Players in India

Sony
Samsung
Philips
Videocon
Micromax

Buying behavior of Television sets in India


Need for the product
Since the day it was invented, Television is one of the most important means of
entertainment for the people. Earlier they were bulky with limited channels and
heavy remotes but now there are slim TV with very realistic picture qualities. Today
people watch multiple screens at a time, access content from multiple sources etc.
TV has become integrated with internet and can be used for watching videos and
programs off internet.
Types of Need

Functional

Emotional

How does Full HD Television fit in here


- Viewing the good quality pictures
- Using features such as internet on a bigger screen
- Ability to play games on Xbox, PlayStation etc.
- Use of secondary data sources such as pen drive etc. can
be used
- High quality
- To kill boredom
- To spend time with family

Stated

Unstated

- A product with low radiation and hence protect the eyes


of the family viewers
- High picture quality
- Low maintenance needs
- Low electricity consumption
- Easy to install and operate
- High speed internet access
- Ability to use 3D
- Good viewing from all angles
- Light remote with low battery consumption

Usage of the product and the decision making process


Some of the popular use of TV by the consumers are:

Initiators

Information
gatherers

The mother or father firstly identifies the need of the product is the most based on the family
requirements

The head of the family such as father is the information gatherer as he gathers information
from his friends, family members, children etc.

Influence of society such family and friend is high for the product and brand selection
Influencers Online research, Youth members influence the purchase

Decision
Maker

In case of nuclear family, father or mother jointly take the decision


In case of joint family head such as grandfather takes the final call

In case of nuclear family, father or mother purchases decision


Purchaser In case of joint family head such as grandfather pays from the combined pool

Entire family living in the household are the consumers


User

Purchase criteria
Some of the parameters considered while making the decision about the purchase
are:
Product related
Performance
Design
Picture Quality
Sound Quality
Brand related

Brand reputation
After-sales services

Other factors

Price
Availability of product
Word-of-mouth and effectiveness of marketing campaigns

Products given for analysis


LG Full HD and Ultra HD LED TV
Product Aspects:
1.

2.
3.
4.
5.

4k Resolution: It offers high definition reaches the stratosphere with LG 4K Ultra HD


and Super UHD TVs. The flawless picture quality with 8.3 million pixels provides
incredible colours and picture details
High Dynamic Range: It reveals more detail and more colours than ever before. LG
builds upon industry-standard High Dynamic Range by adding premium Dolby Vision
Wide Viewing Angle: The specially designed display panel with in-plane switching IPS
delivers accurate colours that remain more consistent at wide viewing angles
Ultra-Luminance: The picture quality becomes even more dynamic with Ultra
Luminance, which boosts peak brightness.
webOS SMART TV: The smart TV connects TV to the web and facilitates various apps
like Netflix, Facebook, YouTube etc. making it a mini computer

Sony Full HD and Ultra HD LED TV


Product Aspects:

High Quality Display: It offers fine detail and exquisite colour providing greater
clarity, colour & contrast.
Android Enabled TV: It offers multi functionality with Android connectivity providing
effortlessly explore apps, games and the fast-growing choice of broadcast

4K Processor: The 4K Processor X1 delivers ultra-lifelike detail, using new algorithms


such as Noise Crusher, Flat Area Detection and Super Resolution. These advanced
technologies work together to maintain natural-looking, low-noise image textures,
and refined content both native and up scaled.
Natural Colours: It has precision colour mapping technology that evokes the full
emotion in every scene with rich, vivid reds, greens and blues
Sound: ClearAudio+ fine-tunes TV sound for an immersive, emotionally enriching
experience that seems to surround the customer. It offers greater clarity and
separation

Analysis of TV advertisements
https://www.youtube.com/watch?v=2cTU97d2oqw&list=PL5C0544D1C564CF0B&index=49

Sony 2010
Model - Sony BRAVIA Monolithic Design - Full HD
Plot of the advertisement: The advertisement starts with a statement on a plain screen that
2010 A new kind of TV is born. Then a model with a bright red dress with frills dancing subtly
resembling a fish in the black water and then the audience realize that it is a TV. The dance
continues and then the side view of the product is shown. Then the brand is shown with the
tagline. The very light and subtle music is added to the dance by the model adding to the
aesthetic sense with a bold voice telling the same sentence, 2010 A new kind of TV is born
and then the name of the model and the brand Monolithic Design - Full HD. The voice also
tells in the middle, beautiful, so beautiful in the same bold tone.
Cognitive and Affective Components: The affective component is very much minimal. The
advertisement shows the quality of color through the best red color and the movement of
the frills of the models dress indicates the sharpness of the picture. It also showcases of
slimness of a product at the end showing the side view of the television. The voice also talks
about the beauty of the image telling beautiful and so beautiful.
Positive and Negative reinforcement: This is neither a positive nor a negative reinforcement.
However, there is no sign of any negative aspect in the advertisement. It is just a little of
positive reinforcement showing that get this TV in your house or the commercial place to get
the experience of the best colours and the full High Definition Range of the TV with Monolithic
design.
Central and Peripheral route of persuasion: This is the central route of persuasion that is
used in the advertisement. There is no celebrity that is used in the advertisement. Even the
models face is not shown with great interest in the advertisement. It was just showing the
properties of the TV and the screen in the advertisement. Even the voice telling beautiful and
so beautiful is emphasizing the picture quality and the smartness of the image.
Consumer Insight by reverse engineering: I want to have the best sight and the happiness of
seeing a good quality image.

https://www.youtube.com/watch?v=SKu18v3dyMc

LG - 2013 LG 84 ULTRA HD TVC India


Plot of the advertisement: The advertisement comes up with an exciting music with
increasing beat with a voice over telling Ultra Clarity created by LG, Introducing the
Worlds first Ultra HD by LG with the same music increasing its beat again. It is a series of
videos showing an ant crawling with a text describing Ultra Detail, some natural photos
showing ultra fine, a pupil showing the text Ultra Feel and a green coloured shaded
images showing Ultra Colour and a team working on it to build a huge TV using its
components and to show the perfection and the TV is introduced showing the slimness and
the size. The final text shows the text Ultra HD, 4 times higher resolution than HD. The
advertisement is ended by a male and a female character enjoying the clarity of the picture
on the television and the completion of the project.
Cognitive and Affective Components: The advertisement is completely based on the
cognitive components at every second of the advertisement showing the features of the
television and its display in the best possible way. It is also noticed that even the voice talks
only about the qualities and tries to reinforce the brand LG and that they are the first in this
category. There is no affective component in this advertisement.
Positive and Negative reinforcement: It is observed that such ads which target the consumers
which give a lot of importance to the quality of the TV, more of cognitive elements are used
and a positive reinforcement is done. The negative reinforcement is generally avoided as this
is not any danger or a necessity. Similarly, a positive reinforcement is made showing that this
brings color, clarity and enjoyment to the vision.
Central and Peripheral route of persuasion: This is a central route of persuasion since there
is no celebrity endorsing the product. The human intervention in the advertisement is very
less and more importance is given to the qualities of the product. The voice telling that the
TV is the worlds first Ultra HD TV will impact the customers to try this incremental product
because of its higher features.
Consumer Insight by reverse engineering: I need more than a HD that gives me more than
clarity and I want to be the first to experience that.

Analyzing the Print Ads


Product 1: LG Full HD TV and Ultra HD TV
In most of these advertisements, we did not see the price of the product mentioned. It was
more focussed on bring out the features and specifications about the product.

About the Ad

Advertisement 1

Advertisement 2

The Advertisement contains the


image of the television which is
centrally placed. It shows some
colours coming from behind the TV
and creating beautiful images on

The Advertisement contains a very


beautiful image of a female and a
bird. Part of the image is within
the TV screen and then it comes
out in such a way that it appears

the screen. The text is kept in one


corner of the Ad and that is also
inverted which means that in order
to read it people will have to turn
the newspaper. So it kind of
differentiates itself from regular
print ads.
Central Route The focus of Ad on Advanced
to persuasion technology, the address of the
website in the bottom left corner of
the page which may contain
product details etc. are used as
central cues for persuasion. The
advertisement does not contain any
financial information.
The purpose of the ad looks more to
Peripheral
create awareness about the
route to
product and its features. It has
persuasion
more of peripheral persuasion.

Cognitive
elements

The ad lays emphasis on the


Advanced technology multiple
times. The product is called
perfect which is tuned by light.

There is a lot of suspense built


around the product. The message is
not directly communicated, Step
closer to see, Something you
cant see but experience etc.
eludes confidence about the
product. The product is said to have
amazing speakers but the types
variety etc. is not mentioned.
Use of Advanced multiple times in
Positive reenforcements this advertisement lays emphasis
that a customer will make a good
choice when they select this ad

Effective
elements

that the image on TV is an


extension if reality. The sharpness
of the image is very high. Text is
kept minimum and the
appropriate size text is kept for
highlighting the important features
and the other highlights of the TV.
The name of the TV is written in
very big fonts, the features are
carefully written at the bottom of
the advertisement.

The route is persuasion is


peripheral. Extremely attractive
image will catch is attention of the
consumer but no details such as
cost and where to purchase from
etc. is given which could have
helped the customer in buying the
product directly.
The advertisement has lot of
cognitive elements present. The
image at the top says Real 4K,
powered by IPS. Apart from that
other features such as ultraengine pro, smart TV with
WebOs, ultra-surround sound
etc. clearly talks about the product
specifications.
The Ad communicates the beauty
of television pictures. It targets the
effective component of people who
admire rich TV viewing experience.
The picture displayed chosen and
the way it is shown projecting in the
surrounding communicates that
realism in the pictures.
The communication such as you
are not watching TV but you are
part of the moment, realistic
details without travelling the world
for real etc.

It also shows Picture perfect. Its


possible.

Product 2: Sony Full HD TV and Ultra HD TV

About the Ad

Advertisement 1

Advertisement 2

The advertisement shows the


image of a road surrounded by tress
which extends into a more sunlit
area. Focus is on the picture quality
and its comparison with reality.

The Newspaper ad shows a


multiple Full and Ultra HD options
available with Sony. Information
such as product specifications,
sales and service information,
financial support, warranty etc.
The information on the product
specification for each of the TV
sets like 4K HDR, android TV etc.
Providing financial support to
make the purchase such as EMI
options with low interest rates,
Free home wall mounting, 2 years
warranty etc. aids the customers in
making the choice.
Cognitive elements include
product details, cost details,
features such android TV, Netflix
support, trilumious technology
etc.
Multiple adjectives have used to
describe about the product such as
incredibly slim, amazingly
brilliant, spectacular picture,
Extraordinary sound etc. Also,
they call the a new era begins
which in a way connects with the
customers and make this believe
that would be purchasing some
disruptive technology.

Central route Product features


to persuasion
Peripheral
route to
persuasion

The route to persuasion is more


peripheral as the ad completely
tells about the product quality
features and the beauty of pictures.

Cognitive
elements

In the bottom left corner of the


advertisement, the features of the
TV such as fast signal response,
resolution, HD variety etc. is
mentioned.
The image shows a beautiful road
and the screen is again shown
merged with the road. The entire
imagery shows that the TV screen is
extremely real.

Effective
elements

For better quality, better picture,


Positive reenforcements get a Sony. This statement towards

the end positively re-enforces the


fact that apart from just a premium
product it also has also had a
reputed parent Brand Sony
confidence along with it.

Consumer level information research


To understand the product purchasing behaviour, a consumer survey was conducted in two
households in Kunnamangalam. The following are the products that have been evaluated,
Sony Bravia 44 and LG LED TV 40

Sony Bravia 44
This is a household of 4 members containing mother, sister and 2 brothers. The elder
brother runs a mobile service store in Kunnamangalam area, near the bustand. Both the
brothers have been in the gulf for few years now. This product is being used for the past 1.5
years
Name: Ramshad Ismail
Age: 27
Education: B.Com
Marital Status: Single
1. Need Identification: the reasons behind buying the TV have been identified as follows,
a. TV was considered as basic necessity- an product that ought to be in the house
b. It was mainly bought for watching Malayalam news and IPL cricket in the
summers
c. Occasionally movies are also watched by the family members but the usage is
very limited
d. Had a perception that the house had to be decorated with a TV with high
aesthetics value
2. Information search
a. Identified the differences in LCD, LED monitors and variations in different models
offered in Sony brand
b. Internet was the primary source of to look up to customer reviews, product
specifications and other aspects. Only the sale was made in the shop but the
product evaluation happened via internet
c. Used Flipkart Compare option to evaluate other products
3. Evaluation of Alternatives
a. The consumer was very much influenced by the brand of Sony Bravia that he did
not consider any brand alternatives
b. He did face the conundrum of 40 vs. 44 TV but later settled for the bigger size
c. He had the information that Sony products are of high quality and that any
servicing in the event of malfunctioning would be taken care by onsite repair
service
4. Influence of Celebrities and Advertisements
a. The consumer never saw any advertisements about Sony Braves although he did
remember a Hrithik Roshan adv. Of its sister company-Sony Erricson
b. He does remember that he used to watch football matches of WC 2002 in his
neighbours TV which was of Sony and he always inspired to own one

5. Decision Maker and the Budget Allocated


a. The decision maker was the Mr. Ramshad himself but he was taking suggestions
from his elder brother who was located in the gulf.
b. He was ready to spend money up to Rs.50,000 for the TV
6. Purchase Process
a. The price of the TV was checked online in various e-commerce websites
b. The TV was purchased from Sony showroom in Kunnamangalam itself
c. Along with the TV, cleaning liquid for the screen were also added to the
household (from their own cell-phone repair shop)
d. The TV was set up by the showroom personnel in the house
7. Post purchase evaluation
a. There have been no functional defects in the TV till now
b. To complement HD TV feature, a dish top box with sports HD channels have been
subscribed
c. He does not clearly remember all the specs
d. The consumer has rated his experience with this TV a 10/10.

LG LED TV 40
Name: Anu Johar
Age: 24
Technical Qualification: MBA
Marital Status: Single
1. Need Identification: The reasons behind buying the TV are as follows
a. The TV was initially envisaged to use it at an office location for their family
business but later was shifted from there to home
b. Mainly for the family members (mother and father) to watch news, movies,
comedy shows and other local channels. Occasionally also to watch soccer and
IPL cricket
2. Information Search:
a. Product search was mainly through friends and family suggestions
b. The consumer was price conscious and hence was looking for value for money
products
c. Did not use e-commerce websites but was relying heavily on newspaper advs. in
the festive season
3. Evaluation of Alternatives
a. Price was the first differentiating factor. Discount was the biggest deciding factor
b. Was insistent on buying a premium brand only and hence was evaluating LG,
Samsung, Sony
4. Influence of Celebrities and Advertisements
a. No celebrities and particular advertisements have been influential
b. The brand was considered premium and had expectations about the aesthetics

c. Newspaper and TV advertisements have been the most influential in the


purchasing decision with their discount sales and exciting offers in the season of
Onam
5. Decision Maker and Budget
a. The key decision maker was the consumer himself as the other members of the
family did not know much about the specifications and trends of TV market
b. There was no fixed budget that was decided upon
6. Purchase Process
a. After following up some offers, a discount of Rs.4000 was offered on the TV
b. The decision maker alone made the entire transaction and it was self-setup in the
home
c. Along with it, dish TV box was also bought
d. The purchase was made in the LG showroom in Calicut city
7. Post Purchase Evaluation
a. The TV did not have any defects till now
b. A stabilizer was bought to protect it from any electrical mis-happenings, which are
common occurrences in the monsoon
c. The consumer is happy with his decision and rate it 8/10

Managerial Implications:
Factors affecting Consumer Behaviour
Reference

Sub Culture

Social
Class

Culture

Culture

Groups

Social

Roles &
Status

Family

Occupation/
Economic

Beliefs &
Attitude
Motivation

Psychological

Brand
Perception

Lifestyle

Personal

Age &
Lifecycle
Stage

LG Full HD and Ultra HD TV


Current Search Trend:
It is a high involvement product and its not only one member who is involved in decision
making but usually the whole family along with external assistance.
The trend shows the interest of people in LG Ultra TVs, which is more or less constant but
lesser than that of Sony TVs.

Brand Communication: Print and TV / Online

It focuses on the world Ultra and emphasises on the improved features of the TV
It conveys the idea of better clarity by showing still complex imagery
It also quantifies the clarity component and claims to be 4 times better

Gaps/ Issues as per customers:

The TV has a differentiating factor of being smart which is not exuded in the
commercials
Its wide viewing angles are a plus for gamers which is realised by some customers
but not highlighted by LG
The Magic Remote features are not understood clearly by the customers
According to reviews, there are multiple issues of blank screen and high cost of
maintenance.

Solution Strategy:

LG should focus on after sales service and also avoid the bad mouthing on online
forums
It should also focus on the smart TV aspect and not only on the clarity
Its not easy for customers to appreciate the quality of images through
advertisement only as all the ads of other brands show similar ads. So trigger the
customer towards LG TV some other aspect need to be highlighted as well (example:
smart concept, sizes, viewing angles, recording, internet etc.)

SONY Full HD and Ultra HD TV


Current Search Trend:
It is a high involvement product and its not only one member who is involved in decision
making but usually the whole family along with external assistance.
The trend shows the interest of people in Sony Ultra HD TVs, which shows small growth rate
over last 3 years and also exudes some spikes.

Brand Communication: Print and TV / Online

The advertisement shows mainly the high details offered by the TV


It focusses on the affective abilities of the customers with the script and sound and
not much information is revealed

Gaps/ Issues as per customers:

There are some issues pertaining to connectivity of TV with other peripherals


especially cell phone.

The customers dont get to know much seeing the commercials. The buying pattern
is primarily dominated by word of mouth, good reviews and brand equity. But the
upcoming tech features need more explicit promulgation about the same.

Solution Strategy:

After sales service of Sony is very good. It should be highlighted on online platforms
It has the customer loyalty as per the online reviews and customer interviews. Also,
the average number of years for which Sony TV is used is more which can be
highlighted more.

Summary
Purchasing a Television which is a high involvement product is very important. It is hence
important to understand the customers needs, preference and requirements so that the
entire marketing strategy can be aligned.
Brand awareness, marketing campaigns and brand loyalty play important factor which can
affect the consumer buying behaviour while purchasing a L.E.D. Both Sony and LG are well
known brand and Full & Ultra HD TV are premium products from the players so the customer
do not mind paying high price for the brand they prefer. Considering that price does not play
a big factor in the decision making process for these economically well off consumers it is
imperative for the Brand is able to bring Product which meets customers expectation
Companies should put more focus on retaining the existing customers which will make the
customers loyal for their brand and thus they will also help in promotion through word of
mouth as found in this survey majority of the respondents who are satisfied with the brand
recommend that brand to others. Companies should also improve their after sales service as
the customers who are not satisfied with the after sales service of their current branded
television are not willing to purchase a high priced television of the same brand and thus it
causes an adverse effect on sales. Companies should focus more on the Picture quality, Sound
quality as these are two factors the most important to the customer wanting to purchase a
L.E.D television.
As there is very little impact of celebrity endorsing the brand on consumer brand preference
thus company can reduce the cost by not taking big celebrities to endorse their brand. Design
is also an important factor that a customer seeks so companies can bring more new Designs
to attract more customers.

References

VOICE OF THE CUSTOMER: TYPES OF NEEDS http://ams-inc.com/innovation/marketresearch/voc/types-of-needs/

Article on CUSTOMERS BUYING BEHAVIOUR TOWARDS TELEVISIONS