Page 1 of 12
Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 04 Issue 02
February 2018
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 102
A Study on Consumer Behavior of LG Televisions In Dharmapuri
District
Dr. P. Mohanasundaram, Associate Professor,Department of Commerce , Periyar University PG
Extension Centre,Dharmapuri-636 701. India, T.N. E-mail: drpmsgobi@gmail.com
P.Manikandan,M.Phil Research scholar , Department of Commerce , Periyar University PG
Extension Centre,Dharmapuri-636 701. India, T.N. E-mail: manims7373@gmail.com
Abstract
Television is one of the important human needs as it provides entertainment to the audience and
valuable information about various aspects of life. We witness a drastic change in the TV industry with
the advent of latest models. Technologies and various features relating to the physical appearance of
the TV customers consider many factors before making a purchase decision in buying TV. Many
companies introduce latest models of TV under different brand names this paper is on attempt to study
the consumer behavior towards various television brands. Consumer is aware of the market condition
and they are quality conscious too
Keywords: Consumer, LG, behaviour, products
INTRODUCTION
Consumer studies are an ongoing process and it is difficult to bring out a unified conclusion, this
is because consumers vary by taste, design, colour, etc. Consumer behaviour reflects the totality of
consumer’s decisions with respect to acquisition, consumption and disposition of goods, services, time
Page 2 of 12
Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 04 Issue 02
February 2018
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 103
and idea by human decision making units .It also includes whether, why, when, where, how, how much
and how often and how long consumer will use or dispose of an offering. The character, behaviour and
attitude of consumer are the important dimensions in the decision making process. Durable goods like
TV, Washing machine, Computer, Digital Camera, etc. are the products used by the consumers. In the
competitive market, the prospective buyer is prepared to choose the right brand based on their needs. All
the purchases made by a consumer follow a certain decision making process. A consumer is one who
does some physical activities and deliberates to take decisions concerning purchase and to dispose of on
to evaluate products and services.
In Present Marketing Scenario, the Study of Consumer Behavior has become essential. Consumers
are the kings of markets. Without consumers no business organization can run. All the activities of the
business concerns end with consumers and consumer satisfaction. Customer behavior study is based on
consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer.
Consumer buying behaviour has become an integral part of strategic market planning. In order to
develop a framework for the study consumer behaviour it is helpful to begin by considering the
evolution of the field of consumer research and the different of thought that have influenced the
discipline.
OBJECTIVES OF THE STUDY
To study the factors that influences the level of satisfaction of consumer buying behavior of selected
brands of LG Television.
To examine how consumer behaves towards purchase of a LG Television.
To identify, who in a family, influences and who makes a decision regarding purchase of LG
Television.
HYOTHESIS
There is no relationship between income level and consumer behaviour of the respondents.
There is no relationship between the occupation level and consumption pattent of the
respondents.
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Page 3 of 12
Journal for Studies in Management and Planning
Available at http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 04 Issue 02
February 2018
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 104
The price is not a constraint for the consumer to purchase of LG Television in the
study area.
RESEARCH METHODOLOGY
The present study is related to consumer behaviour on LG Television in Dharmapuri district. It
includes a sample in Dharmapuri district is selected for the convenient of the researcher for present
study. The respondents are selected by using convenient sampling method as it is found suitable. The
data collected from the respondents directly by random sampling method in the study area. The choice
of the number of respondents is based on geographical location. The study is based on both primary and
secondary data. The study is based on the primary data by the researcher schedules of are arranged in a
sequence. The relevant information is collected from respondents through field survey. The secondary
data is drawn from the website of LG Electronics and reputed journals. The collected data is drawn into
suitable tables to arrive at the conclusion. For empirical analysis, descriptive tools such as percentage,
mean are used.
SOURCES OF DATA
Both primary and secondary data are used by the researcher. The primary data collected through
the structured questionnaire from the respondents in the study area. Information from secondary sources
collected from LG electronics Website, books and journals.
STATISTICAL TOOLS USED
Statistical tools such as, Mean, Simple average methods have been used.
IMPORTANCE OF THE STUDY
Consumer buying behaviour is dynamic. Therefore it is necessary to continuously study, analyze
and understand it and monitor this understanding to the marketing management so that effective
decisions can be taken in respect of products, price, promotion and distribution. The profit position of a
product hinges on the kind of pre- disposition — positive/negative — that a consumer has developed
towards it. It is essential to study and analyze it in order to understand why he/she has developed such a
predisposition. Besides, the Indian marketing conditions in particular the role of the government and the
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