6.1. PERCENTAGE ANALYSIS AND GRAPHICAL PRESENTATION

Transcription

1 6. DATA ANALYSIS 6.1. PERCENTAGE ANALYSIS AND GRAPHICAL PRESENTATION AIR CONDITION 1. Which brand of air condition do you use? Samsung is enjoying highest market share in rural as well as urban areas as nearly 1/3 rd of total rural respondents and 1/4 th of urban respondents prefer Samsung product. LG is market follower with average market share of 18% in both the markets. LG s presence in rural market is nearly 24% as to 12% in the urban market. Hair is enjoying third place in overall preference of the brand. Other marketers are more or less in similar situation and having very insignificant market share as to market leader. Table-A-1 PREFERANCE TO DIFFERENT BRAND OF AIR CONDITIONER L.G Sams Pnana Toshi Whirl Hair Loyall Onida Electr Video Hitac Daikin OGen Blue Carrie Other ung sonic ba pool ds olux con hi eral Star r s Rural Urban AVG % What is the capacity of your AC? The capacity of AC is highly depend upon dwelling unit of respondents. Results show that 1.5 ton Air conditioner is the most preferred or ideal capacity of Air conditioner in urban as well as in rural areas. 64% urban consumers and 44% rural consumers prefer 1.5 ton air conditioner, while 28% rural consumer and 2% urban consumer prefers 2 ton air conditioner. In the 223

2 category of 1 ton air conditioner, nearly 1/4 th of rural consumers shown an interest due to its low price as well as small dwelling unit or room size. Table-A-2 CAPACITY OF AIR CONDITIONERS Rural Urban Which type of Air Condtioner do you use? Rural respondents prefer window AC rather than split AC and scenario is just reverse in case of urban respondents. 62% rural respondents prefer window AC and 38% prefer split AC. In case of urban respondents are nearly equally divided between split AC user and window AC user. Table-A-3 TYPE OF AIR CONDITIONER Window Split Rural Urban

3 4. How many air conditioner do you have? Nearly 3/4 th rural respondents possess only one air conditioner, while in its counterpart 54% respondents possess one air conditioner. Just 2% respondents in the rural India possess two air conditioners in a household. But in urban area, this figure touches to 32%. Due to higher income and hot climate in Ahmedabad urban area, households having two air conditioners are higher than rural area. 1% of urban respondents having more than three air conditioners and in rural area this situation is found in six households. Just 4% of urban respondents have four air conditioner in a house. Table-A-4 NO OF AIR CONDITIONER OWNED Rural Urban Since how many years do you use air conditioner? 34% respondents in the rural as well as urban area are using air conditioner since three years. 36% rural respondents are using it since 1-2 years and 8% are using for a period less than 1 year. 14% urban respondents are using air conditioner for less than 1 year, 2% uses since two years and just 4% are using for a period of 3-5 years. Surprisingly, 28% urban respondents are using air conditioner for more than five years. Same category of respondents in the rural area is 12%. 225

4 Less then One Year One to Two Years Table-A-5 DURATION OF USE OF AIR CONDITIONER Two to Three Years Three to Five Years More then Five years Rural Urban When do you use air conditioner? Half of the rural respondents are using air conditioner in the night only. While 4% respondents of urban populations using air conditioner in night. The overall usage in the day time is very less as compared to night. Just 14% rural respondents and 12% urban respondents uses air conditioner during day time. Slight difference is observed in case of use of air conditioner during day and night both between rural and urban respondents. 36% rural respondents uses air conditioner during day and night, while this is observed in urban area for 48%. Table-A-6 6 Time Of Use of Air Conditioner Day Night Both time Rural Urban

5 7. For how many hours do you use air conditioner? In the category of three to five hous usage of air conditioner 54% rural respondents are falling and in the same category just 28% urban respondents are falling. Five to seven hours usage category is most preferred in case of urban respondents as 38% are preferring it, while just 22% rural respondents prefer this. 1/4 th of rural respondentsand 3% of urban respondents prefer to use air conditioner for two to three hours. No rural respondents prefer to use air conditioner for entire day. Just 4% of urban respondents uses Air conditioner for entire day. Table-A-7 DURATION TIME OF USE OF AIR CONDITIONER Two to Three Three to Five Hours > Five Hours but < Entire Day Hours Seven Hours Rural Urban Have you switch-over your brand? 76% rural respondents have not switch-over the brand, while 7% urban respondents have not switch over to another brand.in the rural area, just 24% respondents have shifted their brand, but in its counterpart 3% respondents have switched its brand. Table-A-8 227

6 9. When you have switch over your brand? (In years) 76% Rural and 7% Urban respondets have not shifted to another brand. 2% Rural and 6% Urban respondets have switch over to another brand after 1 year of purchase of Air conditioner. 8% Rural and 6% Urban respondets have swriched over after 2 yearsof purchase of Air conditioner, 6% Rural and 8% Urban have switched to another brand after 3 years of purchase of Air conditioner, 8% Rural respondets have swirched to another brand after four years of use of present Air conditioner. 6% and 4% respondets of Urban area have switched another brand of Air conditioner after period of five years and eight years of use of Air conditioner. 228

7 Table-A TIME OF BRAND SWITCHOVER Not Switch Over Rural Urban Why you have switch over to another brand? 4% Rural respondents have switched to another brand due t Better Technology and More Repairing Expenses respectively. Brand switch over by respondents in the urban are for same reason is 12% and 1% respectively. 8% Rural and 6% Urban respondents have been shifted to another brand of Air conditioner due to Better Quality. Just 6% Rural respondents have switched to another brand due to Noise of Air Conditioner. 2% respondents of each area have switch over to another brand due to other reason. Table-A REASONS FOR SWITCH OVER BRAND 76 7 Not Swith Over 4 12 Better Technolog y 8 Better quality More Repairing Expense Noise of A/C 2 2 Rural Urban Other 229

8 11. How you prefer cooling factor for selection of air conditioners? Nearly half of rural respondents consider cooling factor as important, nearly 1/4 th consider it O.K., 16% consider it most important and just 12% consider it sometimes. In case of urban respondents 4% consider it important, 38% most important, 18% O.K. and just 4% consider it for some time only. Table-A-11 COOLING FACTORS CONSIDERED FOR SELECTION OF AIR CONDITIONERS Consider some O.K. Importanat Most Important time Rural Urban How do you consider past experience for selection of air conditioners? 34% rural respondents consider past experience as important, 3% consider it O.K. and 1/4 th consider it sometimes only, 1/1 th consider it most important. In case of urban respondents, 38% consider it O.K. while 3% consider it important and just 1/5 th consider it sometimes only.just 2% urban and rural respondents respectively ignores it in selection of air conditioner brand. 23

9 Table-A-12 PAST EXPERIENCE CONSIDERED FOR SELECTION OF AIR CONDITIONERS Not Considere d Not Important Consider some time O.K. Importana t Most Important Rural Urban How do you prefer remote control usage in selection of air conditioner? 32% rural respondents and 34% urban respondents consider remote control as important factor in determining air conditioner brand.24% rural respondents and 3% urban respondents consider remote control as O.K., while 1% rural respondents ignore it in selection of air conditioner. Just 18% rural and urban respondents respectively consider remote control as most important factor. Table-A-13 REMOTE CONTROL USAGE CONSIDERED FOR SELECTION OF AIR CONDITIONERS Not Important Consider some time O.K. Importanat Most Important Rural Urban

10 14. How do you prefer Electricity usage in selection of air conditioner? 38% rural respondents and 34% urban respondents consider electricity usage as important factor in selection of air conditioner.3% rural and 32% urban respondents consider electricity usage as most important, while 1% respondents of both the areas consider it sometimes only. In case of urban respondents 2% ignores electricity usage and 2% consider it not important. Just 8% rural respondents not giving importance of electricity in selection of air conditioner. Table-A ELECTRICITY USAGE CONSIDERED FOR SELECTION OF AIR CONDITIONERS Not Considere d Not Important 1 1 Consider some time O.K. Importana t Most Important Rural Urban How do you consider different applications for selection of air conditioners? Nearly 1/3 rd respondents of rural as well as urban area consider applications available in air conditioner as important. 14% rural respondents and 18% urban respondents consider applications or features of air conditioner some times. 36% respondents of urban area consider it O.K.18% rural and 6% urban respondents consider it most important. Urban respondents more emphasize on applications available with air conditioner as to rural respondents. 232

11 Table-A-15 APPLICATIONS CONSIDERED FOR SELECTION OF AIR CONDITIONERS Not Not Consider O.K. Importanat Most Considered Important some time Important Rural Urban How you consider other s opinion in selection of Air conditioner? 28% urban respondents takes into account other s opinion in selection of air conditioner as necessary. But just 12% urban respondents consider it most important and 8% consider it important. Nearly 1/5 th urban respondents do not take into account opinion of others. 1/4 th of urban respondents consider it sometime and 1/1 th are not giving any importance to other s opinion. But the scenario was different in case of rural respondents. 1/5 th rural respondents consider other s opinion most important. 22% consider it important and O.K. while 26% consider it sometimes. 1% respondents just ignore this factor in selection of air conditioner. Table-A OTHER'S OPINION FACTORS CONSIDERED FOR SELECTION OF AIR CONDITIONERS 2 18 Not Considered 8 1 Not Important Consider some time O.K Importanat 18 Most Important Rural Urban

12 17. How do you consider Noise factor in selection of the Air Conditioner? 4% Urban respondents are considering Noise as important in selection of Airconditioner while 3% of rural Respondents are os the sme opinion. 26% respondnets of rural and Urban area considered Noise factor O.K. and 16% of Rural respondnents and Urban each considered Noise just some time in selection of Air Conditioner. 6% of the rural respondnet not giving important to noise. Table-A-17 NOISE FACTORS CONSIDERED FOR SELECTION OF AIR CONDITIONERS Not Important Consider some time O.K. Importanat Most Important Rural Urban How you consider Other factors in selection of Air Conditioner? Other factors in terms of Colour, Design, Styel and other aspects are also important in selection of Air Conditioner. 3% Urban and 22% Rural consumer consider such other factors some time in selection of Air Conditioner. Nearly one fifth of rural and Urban respondents respectively consider other factor O.K. and Just one tenth of of then consider it important. In case of rural respondents 1% considered it important and just 4% considered it important. 234

13 Table-A-18 OTHER FACTORS CONSIDERED FOR SELECTION OF AIR CONDITIONERS CROSSTABULATION Not Considere d Not Important Consider some time O.K Importana t Most Important Rural Urban How You consider Price is selection of brand? Urban cosumers are more price sensitive as to Rural. As nearly half (48%) Urban respondnets and 36% of Rural Respondnets considered price as important factor. 14% of Rural and 16% of Urban consumers consider price as O.K. in selection of Brand while and Just 8% of the rural and 6% Urban respondnets are considered Price factor some time. 2% of Urban consumers ignore Price factor. 235

14 Table-A-19 PRICE CONSIDERED FOR SELECTION OF BRAND Not Important Consider some time O.K. Importanat Most Important Rural Urban How You consider Company Imgein selection of brand? Half of the Rural respondents and nearly (34%) of Urban respondents consider Company Image as important in selection of the Brand of Air conditioner. 28% of Rural and 3% of Urban Respondentsare considering Brand Image as most important and one tenth of Rural and 4% of Urban respondents considers it sometime only. Table-A-2 COMPANY IMAGE CONSIDERED FOR SELECTION OF BRAND Not Not Consider O.K. Importanat Most Rural Considered 2 Important 4 some time Important 28 Urban

15 21. How You consider Technologyin selection of brand? More then one third Urban (36%) and one foruth (24%) rural respondents consider Technology O.K. in selection of Brand of Airconditioner. 3% respondents or Rural as well Urban Respondents considers Technology as important. But 3% of rural respondents and 18% Urban Respondents consideres Technology as Most Important in slection of Brand. Just 2% Rural Respondnet not considering Technology and 4% of Rural and 2% of Urban respondents considered Technology as Not important in brand selection Not Considere d 4 Not Important Table-A-21 TECHNOLOGY CONSIDERED FOR SELECTION OF BRAND 2 1 Consider some time O.K. Importana t Most Important Rural Urban How you consider special features in selection of Air Conditioner brand? 16% rural respondents and 18% urban respondents consider special features as most important in selection of Air Conditioner brand. 32% respondents of both the areas consider special feature important. Just 1/1 th of rural and 6% of urban consider special features sometimes. 4% and 2% of urban respondents just ignore this factor in selection of brand of Air Conditioner. 237

16 Table-A-22 SPECIAL FEATURES CONSIDERED FOR SELECTION OF BRAND Not Considered Not Important Consider some time O.K. Importanat Most Important Rural Urban How you consider warranty period for selection of brand? 44% rural respondents consider warranty period as most important, while just 18% urban respondents consider it most important. 26% urban and 24% rural respondents consider warranty period important. But surprisingly, 3% urban respondents and just 18% rural respondents consider them in the category of O.K. 14% rural and 18% urban consider warranty period sometimes in selection of Air Conditioner brand. 8% urban respondents are ignoring warranty period in selection of brand. Table-A-23 WARRANTY PERIOD CONSIDERED FOR SELECTION OF BRAND Not Considere d Not Important Consider some time O.K. Importana t Most Important Rural Urban

17 24. How you consider after sales service for selection of Air Conditioner Brand? 1/5 th of urban and 1/3 rd of rural respondents consider after sales service as most imporant, while 4% urban and 3% rural consider it important. Nearly 1/3 rd of urban respondents consider it O.K. but in case of urban areas 18% consider it O.K. Just 12% urban respondents consider it sometimes. In case of rural areas, just 4% respondents has given preference in this category. 8% urban and 4% rural respondents are not giving any importance to after sales service, while 2% respondents of both the areas are not considered this factor as influencing factor in selection of brand. Table-A-24 AFTER SALES SERVICE CONSIDERED FOR SELECTION OF BRAND Not Considere d Not Important Consider some time O.K. Importana t Most Important Urban Rural How you consider installation facilities for selection of Air Conditioner Brand? Just 12% of rural and 2% of urban respondents consider installation facilities as most important. While more than 1/3 rd of urban and nearly 1/4 th of rural respondents consider it important. Nearly 1/3 rd of rural and 46% of urban respondents consider it O.K. 24% of rural respondents and 16% of urban respondents consider installation facilities sometime only. While just 4% ignore this factor in selection of air conditioner brand. 239

18 Rural Table-A-25 INSTALLATION FACILITIES CONSIDERED FOR SELECTION OF BRAND 12 4 Not Important 4 Consider some time O.K Importanat Most Important How you consider Retailer s opinion for selection of Air Conditioner Brand? 28% rural respondents and just 1/1 th of urban respondents considering retailer s opinion as most important in selection of Air conditioner brand. 4% of urban and 34% of rural respondents consider retailer s opinion important. Nearly 1/5 th of rural and 1/4 th of urban respondents consider retailer s opinion O.K. in selection of Air Conditioner brand. 1% rural and 12% urban respondents give importance to this factor sometimes only. 6% rural and 8% urban are not giving any importance to retailer s opinion. While, 4% of urban and 2% of rural respondents are not considering retailer s opinion as influencing factor. Table-A Urban RETAILER'S OPINION CONSIDERED FOR SELECTION OF BRAND Not Considered Not Important Consider some time O.K. Importanat Most Important Rural Urban

19 27. How you consider other factors (Size, Design, Pattern, Colour, etc.) for selection of Brand of Air Conditioner? Just 6% of rural and 4% of urban respondents consider other factors as most important factor in selection of brand of air conditioner. 6% rural and urban respondents each consider it important. 1/3 rd of rural and just 16% of urban respondents consider it O.K. While 22% of rural and 12% of urban respondents consider it sometimes.16% of rural and 22% of urban respondents not giving any importance to other factors. While, 26% rural and 4% urban respondents are ignoring this factor in selection of brand. Table-A-27 OTHER FACTORS CONSIDERED FOR SELECTION OF BRAND CROSSTABULATION Not Considered Not Important Consider some time O.K. Importanat Most Important Rural Urban Whose opinion do you take into account in selection of brand? Out of rural respondents 26% consider retailer s opinion, 2% consider family member s opinion and 22% relative s opinion, just 6% believe in themselves and 12% consider friend s opinion in selection of air conditioner brand. In case of urban respondents 34% respondents consider family member s opinion, 24% consider relative s opinion, 18% consider friend s opinion, 4% retailer s opinion. 16% urban respondents selects brand themselves. 241

20 Friends 6 16 Your Self Retlative s Table-A-28 OPINION TAKEN INTO ACCOUNT IN SELECTION OF BRAND Family Member s Collegue s Neighbo urs Retailers Rural Urban Who is the final decider of the brand? 68% rural respondents decides brand themselves, while in same category, 42% respondents of urban area are falling. 34% rural respondents consider senior family member s opinion final in selection of brand while 26% urban respondents are falling in this category. Just 8% rural and 4% urban respondents consider relative s view point in decision of brand. 14% rural and 2% urban respondents decide brand on the basis of friend s opinion. 7 Table-A-29 Final Decider of Brand Friends Relatives Seniour Self Others Family members Rural Urban

21 3. How do you make payment of Air conditioner? 52% rural and 56% urban respondents prefer cash payment, while 32% rural and 2% urban respondents prefer instalment system for payment of air conditioner. 16% of rural and 24% of urban respondents prefer credit card and instalment system for payment of air conditioner. Table-A-3 Mode of Payment of AirConditioner Cash Installments Credit Card and Installments Rural Urban What is price of your air conditioner? 14% rural and 28% urban respondents have purchased air conditioner in the price range of Rs.35, to Rs.5,. 26% rural and 28% urban respondents have preferred to purchase air conditioner between the price range of Rs.25, to Rs.35,. 42% rural and 38% urban respondents have purchased air conditioner in the price range of Rs.25, to Rs.15,. Just 8% rural and 6% urban respondents have purchased air conditioner in the price range of Rs.1, to Rs.15,. 1% rural respondents have purchased air conditioner having the price below Rs.1,. 243

22 Table-A-31 PRICE OF AIR CONDITIONER Less then Rs Rs. 1 to Rs. 15 Rs.15 to Rs. 25 Rs.25 to Rs. 35 Rs.35 to Rs.5 Price Of Air Conditioner Rural Urban From where you have purchased your air conditioner? 42% rural and 36% urban respondents prefer company show room, 18% rural and 2% urban respondents prefer multiband retailers, 16% rural 3% urban respondents prefer non-retailers for place of purchase of air conditioner. Just 1% rural and 4% urban respondents prefer malls for purchase of air conditioners. Influence of nearby retailers amongst rural and urban respondents is just 12% and 1%. 2% rural respondents prefer to purchase it from other places. Table-A PLACE OF PURCHASE OF AIR CONDITIONER 12 1 Near by Retailers 16 3 Known Retailers 18 Multi Brand Retailers Mall Company Showroom Others Rural Urban

23 33. From where you get information about brand of air conditioner which you use? 26% rural and 32% urban respondents obtain information about the brand which they use through TV advertisement. 14% rural and 2% urban respondents, 8% rural and 1% urban respondents obtain information about brand through newspaper and radio advertisements respectively. 14% rural respondents obtain information about brand through neighbours, while in that category just 4% urban respondents has been influenced. 1% rural and 4% urban respondents obtain information through magazine advertisement. 12% rural and 22% urban respondents come to know about the brand through friends. Just 1% rural and 2% urban respondents get information through television show for A.C. brand. 4% rural respondents inform through colleagues. 2% rural and 6% urban respondents obtain information through other sources T.V. Advertise ment News paper 1 Table-A-33 INFORMATION ABOUT BRAND 4 7 Magazine Radio Advertise Advertise ment ment Neighbou rs Friends Colleges T.V. Show Others Rural Urban AVG %

24 34. Which sales promotion scheme you have enjoyed? 56% rural and 28% urban respondents have enjoyed Flat Discount Sales Promotional Scheme, while 1% rural and 28% urban respondents have utilised % Finance scheme, while purchasing air conditioner. Just 8% rural and 2% urban respondents are attracted through free gift. 1% rural respondents can be attracted through longer warranty period. 6% rural and 4% urban respondents can be attracted through scratch card scheme of sales promotion. 4% rural and 18% urban respondents have enjoyed free installation facility under sales promotional scheme. 2% rural and 2% urban respondents have not enjoyed any sales promotion scheme. Table-A-34 SALES PROMOTIONAL SCHEME ENJOYED % Finanace 42 Flat Discount Longer Warrenty Period Free Gift 4 4 Free Installati on Exchnage Offer Scratch Card No Benitift Obtained Sales promtional Scheme Benifited Rural Urban AVG % Have you ever made any complaint for your air conditioner? Just 1% rural and 14% urban respondents have made complaint for air conditioner. 246

25 Table-A How much repairing expenses you have incurred? 5% rural respondents and 76% urban respondents have not bared any repairing expenses of air conditioner. 16% rural respondents have bared repairing expenses of less than Rs.5 and Rs.5 to Rs.1 respectively. For the same category, in the urban area, 1% respondents and 12% respondents are calling. 6% and 8% rural respondents have bared repairing expenses in the range of Rs.1, to Rs.2, and Rs.2, to Rs.3, respectively. 4% rural and 2% urban respondents have bared repairing expenses in the range of Rs.3, to Rs.5,. Table-A REPAIRING EXPENSES OF AIR CONDITIONER 5 76 Nil Less then Ra.5 Rs.5 to Rs Rs.1 to Rs. 2 Rs. 2 to Rs. 3 Rs.3 to Rs. 5 Rural Urban AVG %

26 37. How you satisfied in respect of cooling of air conditioner? 76% rural and 72% urban respondents are highly satisfied by the cooling of their conditioner. 22% rural and 28% urban respondents just satisfied by the cooling of their air conditioner. Table-A-37 SATISFACTION WITH REFERANCE TO COOLING Highly Satsfied Satisfied Rural Urban How you satisfied in respect of use of remote control of air conditioner? 38% rural and 32% urban respondents are highly satisfied with reference to remote control usage, while 28% rural and 32% urban respondents are in the category of satisfied. 22% rural and 26% urban respondents find remote control O.K. 1% respondents of each area are not satisfied with the remote control. Just 2% rural respondents are highly dissatisfied by remote control operations. 248

27 Table-A-38 SATISFACTION WITH REFERANCE TO USE OF REMOTE CONTROL Highly Satsfied Satisfied O.K Not Satisfied Highly dissatisfied Rural Urban AVG % How you satisfied in respect of Electricity usage of air conditioner? 58% rural and 4% urban respondents satisfied by the electricity usage of their air conditioner unit, while 46% rural and 22% urban respondents are highly satisfied. 14% rural and 18% urban respondents finds electricity usage O.K. Just 2% urban respondents are not satisfied with the electricity usage are highly dissatisfied by electricity usage. Table-A-39 SATISFACTION WITH REFERANCE TO ELECTRICITY USAGE Highly Satsfied Satisfied O.K Not Satisfied Rural Urban AVG. %

28 4. How you satisfied in respect of water outlet of air conditioner? 16% rural and 26% urban respondents are highly satisfied with reference to water outlet, while 56% rural and 44% urban respondents are satisfied by water outlet facility in the air conditioner. 28% rural and 2% urban respondents finds such facility O.K. 8% urban respondents are not satisfied and 2% urban are highly dissatisfied with reference to water outlet. Table-A SATISFACTION WITH REFERANCE TO WATER OUTLET Highly Satisfied O.K Not Satisfied Highly Satsfied dissatisfied Rural Urban AVG % How you satisfied with respect to price of the air conditioner? 48% rural and 34% urban respondents are highly satisfied with reference to price charged for their air conditioner. 42% rural and 36% urban respondents are satisfied with reference to its price. Just 1% rural and 28% urban respondents finds price of the air conditioner O.K.. Just 2% urban respondents are not satisfied. 25

29 Table-A-41 SATISFACTION WITH REFERANCE TO PRICE Highly Satsfied Satisfied O.K Not Satisfied Rural Urban Which brand of air conditioner do you prefer in the next purchase? 3% rural and 14% urban respondents prefer L.G.,16% rural and 22% urban respondents prefer Samsung, 18% rural and 2% urban respondents prefer Panasonic and 18% rural and just 8% urban respondents prefer Onida brand for next purchase of air conditioner. Preference to other brands is very insignificant, but mentioned in the following table and graph. Table-A-42 3 PREFERED BRAND FOR AIR CONDITIONER IN NEXT PURCHASE L.G Samsun Pnanas Toshiba Whirlp Hair Onida Videoc Hitachi OGener Carrier Others g onic ool on al Rural Urban AVG %

30 43. Gender of Respondents. 8% respondents of rural area are male and 2% are female. 76% respondents of urban area are male and 24% respondents are female. Table-A-43 GENDER OF RESPONDENTS Rural Urban Male 8 76 Female Age group of respondents. 26% rural respondentsand 38% urban respondents are of the age group of 2-3 years.36% rural and 32% urban respondents are from the age group of years. 32% rural and 24% urban respondents are of the age group of 46-6 years. 6% rural and 4% urban respondents are in the age group of years. Table-A-44 AGE OF RESPONDENTS Above 76 Rural Urban

31 45. Profession of Respondents 36% rural and 4% urban respondents are doing job, 28% rural and 6% urban respondents are carrying on profession, 24% rural and 3% urban respondents are doing business, just 2% rural and 14% urban respondents are doing some other works. 1% respondents in both the areas are housewife Table-A-45 PROFESSION OF RESPONDENTS 4 6 Job Profession Business Housewife Others Rural Urban Educational Qualification 14% of rural and urban respondents are professional, 3% rural and 28% urban respondents are Post Graduate, 22% rural and 38% urban respondents are Graduate, 12% rural and 6% urban respondents are just H.S.C. passed, 22% rural and 8% urban respondents have educational qualifications below H.S.C. 6% urban respondents have other qualifications. 253

32 Table-A-46 EDUCATIONAL QUALIFICATION Profession Post Graduate H.S.C. Below Others al Graduate H.S.C. Rural Urban Annual Income of respondents 44% rural and 24% urban respondents having the income in the category of Rs.1.5 lakhs to Rs.3 lakhs, 28% rural and 44% urban respondents having income in the category of Rs.3 lakhs to Rs.4.8 lakhs, 14% respondents of rural and urban are earning income between Rs.4.8 lakhs to Rs.6 lakhs, 1% respondents of both the area are earning income in the income group of Rs.1.5 lakhs to Rs.75,. 2% rural respondents and 8% urban respondents having income above Rs.6 lakhs annually. Just 2% rural respondents having annual income less than Rs.75,. Table-A Above Rs.6 Lakhs Rs.4.8 Lakhs to Rs. 6 Lakhs Annual Income Rs. 3 Lakhs to Rs. 4.8 Lakhs Rs.1.5 Lakhs to Rs.3 Lakhs Rs. 1.5 Lakhs to 75 Below Rs. 75 Rural Urban

33 48. OWNERSHIP OF VARIOUS ASSETS BY THE RESPONDENTS 34% rural respondents and 52% urban respondents own a car. 5% respondents of rural and 24% of urban own a land. 96% rural and 9% urban respondents own two wheelers. 92% rural and 86% urban respondents are owner of the house. 7% respondents of both the areas own computer. Table-A-48 Ownership of Car Ownership of Two Wheeler Ownership of Land Ownership of Residential House Ownership of Computer Not Owned Owned Not Owned Owned Not Owned Owned Not Owned Owned Not Owned Rural Urban Owned 255

34 TELEVISION: 1. Which Brand of TELEVISION do you use? 19% of Rural and 16% Urban respondents prefer Samsung. 12% Rural and 22% Urban prefer Sony while 17% Rural and 23% Urban prefer LG Brand of TELEVISION. Videocon Brand is preferred by 1% respondent of both areas. 3% Rural and 11% Urban Respondents prefer Panasonic while 13% Rural and 7% Urban Prefer Onida. BPL is preferred by 14% rural and 7% Urban respondents. 4% Rural respondents are using T-Series and 4% respondents of both areas prefer other Brand of TELEVISION Table-B-1 2. Which Type of TELEVISION do you have? 65% Rural and 33% Urban respondents are using Regular TELEVISION, 29% Urban and 13% Rural Respondents are using Flat TELEVISION. 12% Rural and 4% Urban Respondents are using Portable TELEVISION. 3% Urban and 7% Respondents prefer LCD TELEVISION. 2% Rural and 1% Urban are using Plasma TELEVISION. 1% rural respondents and 3% Urban respondets are using Slim TELEVISION 256

35 Table-B-2 3. How Many TELEVISION sets do you have? 91% Rural and 68% Urban respondents have one TELEVISION set.6% Rural and 29% Urban respondents have Two TELEVISION sets. Just 3% respondents of both area have 3 TELEVISION sets. One percent respondent of Urban area have four TELEVISION set. Table-B-3 4. Since How many years do you Use this Brand? 51% Rural and 35% Urban respondents are using present brand of TELEVISION sets sine more than five years. 21% Rural and 26%Urban 257

36 respondents are using the present brand since for more than three Years but less than five years. 19% rural and 29% Urban respondents are using present TELEVISION for the period less then there years to One year. 1% Urban and 9% Rural respondents are using present television for the period less than one year. Table-B-4 5. Have you changed your brand? Just 17% Rural and 49% Urban respondets have switch over to another Brand. Table-B-5 258

37 6. For what reasons you have changed brand of television? 24% Rural and 1% Urban respondets have changed their brand due to Technology, 2% Rural and 11% Urban respondets have changed their Brand of Televison for Bigger Screen Size. 1% Rural and 7% Urban reposndetns have shifter to another brand due to avialability of morevariety in Teleivisio set.1% respondets of both the area have swiched to another brand due to attractive sales protional scheme.2% Rural and 3% Urban respondets have shifted to another brand due to Higher repairing Expense of the television set. 1% and 2% Urban Respondets have switch over to another brand due to Non-availability of the parts and for Better Quality of Picture respectively.just 1% Rural respondet have switch over to another brand due to another reason. Table-B-6 259

38 7. How you have paid price of Television? 8% Rural and 69% Urban respondnets have paid price of televisoin in cash. 17% Rural and 18% Urban respondnets prefered Install ment systme for payment of Price. Just 3% of Rural and 13% of Urban Respondnets have selected Credit Card and Other option for price payment. Table-B-7 8. How You come to know about this brand of Television? 38% of Rural and 34% of Urban Respondents come to know about their present TELEVISION by TELEVISION advertisements. 19% ural and 35% Urban respondents come to know about brand by News Paper ad. Neighbour have influenced 27% rural are and 7% Urban respondents. Just 4% Rural and 3% Urban respondents get infomration about brand by Radio Ad. Just 2% Urban respondents get information about brand by Magezine. Friends provide infomration about the brand to 5% of Rural and 11% of Urban respondents. 9% rural and 1% respondnets get infomration about brand thoguh their collegue. 4% Rural and 7% Urban Respondents get infomration about brand by opther way. 26

39 Table-B-8 9. How Do You Consider Price in selection of Brand of Television? 62% Rural and 48% Urban respondents are considering Price as the most important factor in determining price. 25% Rural and 32% Urban Respondents considere Price as Important factor. 1% Rural and 15% Urban respondents price factor as O.K. 3% Rural and 5% Urban respondents consider price sometime only Table-B-9 261

40 1. How you consider brand name in selection of brand of Television? 48% rural and 34% urban respondents consider brand name as important. 41% rural and 45% urban respondents consider brand name as most important. 7% rural and 15% urban respondents consider it O.K.. 2% rural and 5% urban respondents consider brand name important only sometimes. Just 2% and 1% urban respondents are not giving any importance to the brand name in selection of television. Table-B How you consider after sales service in selection of television brand? 27% rural and 45% urban respondents consider after sales service as very important, while 41% rural and 3% urban respondents consider it important. Out of remaining rural respondents, 27% consider it O.K., 5% consider it important only sometimes. Scenario in urban area in that category is bit different. 15% consider it O.K. while 7% consider it important only some times and just 3% ignore it. 262

41 Table-B How do you consider picture quality in selection of brand of Television? 49% rural respondents consider picture quality important and 23% consider it very important and 21% consider it O.K. while in same category, just 3% rural respondents consider it sometimes only and 4% ignores this factor. In its counterpart urban area, 57% consider it very important, 31% consider it important, just 7% consider it O.K. and 3% consider it sometimes only and 2% ignores this factor. Table-B

42 13. How do you consider sound in selection of brand of Television? 41% urban and 27% rural respondents consider sound factor very important in selection of model of television set. While 37% rural and 3% urban respondents considers it important. 3% rural and 23% urban respondents consider it O.K. 4% rural and 2% urban consider sound important only in some cases. 2% rural and 4% urban respondents do not consider sound in selection of brand or model of television. Table-B How do you consider special attachments in selection of brand of Television? 42% rural and 37% urban respondents consider special attachments as important. While 19% rural and 14% urban respondents consider it very important. 32% rural and 36% urban respondents consider it O.K. But just 6% rural and 11% urban respondents give importance to special attachments sometimes only. 1% rural and 2% urban respondents ignores it in selection of television set. 264

43 Table-B How do you consider technology in selection of brand of Television? 48% urban and 18% rural respondents consider technology as very important, while 34% rural and 2% urban respondents consider technology as important and 4% rural and 21% urban respondents consider it O.K. in selection of brand of television set. Just 3% rural and 8% urban respondents consider it important only sometimes and 5% rural and 3% urban ignores it in selection of television. Table-B

44 16. How do you consider sales promotion scheme in selection of brand of Television? 13% rural and 24% urban respondents consider it very important, while 25% rural and 21% urban respondents consider it important, 49% rural and 31% urban consider it O.K. 12% rural and 14% urban respondents considers sales promotion sometimes only. 1% rural and 1% urban respondents are ignoring sales promotion. Table-B How do you consider past experience in selection of brand of Television? 2% rural and 28% urban respondents consider past experience as very important, 29% rural and 32% urban respondents consider it important, 35% rural and 27% urban respondents consider it O.K. Just 7% rural and 1% urban respondents does not consider in selection of television brand. 266

45 Table-B How do you consider comfort in use of remote control in selection of brand of Television? 18% rural and 17% urban respondents consider remote control very important and 29% rural and 32% urban respondents consider it important. 42% rural and 35% urban respondents consider it O.K.. 6% rural and 13% urban respondents consider it important only sometimes. 5% rural and 3% urban respondents are not considering comfort level of remote control in selection of brand or model of television set. Table-B

46 19. How do you consider behaviour of retailer in selection of brand of Television? 38% rural and 33% urban respondents consider behaviour of retailer as O.K.. 3% rural and 31% urban respondents consider it Important, 18% rural and 15% urban respondents consider it Very Important. 9% rural and 13% urban respondents consider it sometimes only. 5% rural and 8% urban respondents ignore it in selection of brand of television. Table-B How do you consider warranty period in selection of brand of Television? 5% rural and 46% urban respondents consider warranty period as Very Important in selection of brand. 26% rural and 38% urban respondents consider it Important, 2% rural and 12% urban respondents consider it O.K., 3% rural and 4% urban respondents consider it important only sometimes. Just 1% rural respondents ignore it. 268

47 Table-B How do you consider other factors in selection of brand of Television? 12% rural and 7% urban respondents consider other factors like Body colour, aesthetic, size occupied by television set, etc. as Very Important. 28% rural and 13% urban respondents consider it as important. 36% rural and 17% urban respondents consider other factors O.K. and 9% rural and 13% urban respondents consider it sometimes only. 15% rural and 5% urban respondents are not giving any importance to other factors in selection of television brand. Table-B

48 22. How do you prefer Flat Discount as a scheme of Sales Promotion? 47% rural and 45% urban respondents consider flat discount as Most preferred sales promotion tool. 2% rural and 26% urban and 16% rural and 11% urban respondents consider it Preferred and O.K. respectively. 6% rural and 7% urban respondents least preferred flat discount and 8% rural and 5% urban respondents are not giving any preference to flat discount. 3% rural and 6% urban respondents are not considering flat discount as sales promotion tool. Table-B How do you prefer Free Gift as a scheme of Sales Promotion? 46% rural and 18% urban respondents consider free gift as preferred tool of sales promotion. 12% rural and 3% urban respondents consider free gift as most preferred, 21% rural and 22% urban respondents consider it O.K., 8% rural and 14% urban respondents consider it least preferred and 11% rural and 2% urban respondents do not prefer free gift. Just 2% rural and 23% urban respondents are not considering this sales promotion tool in selection of brand. 27

49 Table-B How do you prefer TV Stand as a scheme of Sales Promotion? 21% rural and 1% urban respondents consider TV stand as preferred sales promotion scheme and 4% respondents of both the region consider it Most Preferred. 35% rural and 1% urban respondents consider it O.K. 2% rural and 17% urban respondents consider it least preferred, 15% rural and 16% urban respondents not preferred it as sales promotion tool. 5% rural 43% urban respondents are ignoring this sales promotion tool. Table-B

50 25. How do you prefer Discount on other products as a scheme of Sales Promotion? 26% rural and 23% urban respondents prefer discount on other products as a scheme of Sales Promotion. 2% rural and 12% urban consider discount on other products as most preferred tool of sales promotion. 41% rural and 9% urban respondents find it O.K., 8% rural and 13% urban respondents give least preference to discount on other products as sales promotion. 17% rural and 14% urban respondents are not preferring discount on other products. 6% rural and 29% urban respondents do not consider discount on other products as sales promotion tool in selection of TELEVISION Table-B How do you prefer Free DVD Player as a scheme of Sales Promotion? 16% rural and 24% urban respondents consider free DVD as most preferred scheme of sales promotion, 13% rural and 18% urban respondents consider it as preferred. 31% rural and 11% urban respondents consider free DVD Player as O.K., 8% rural and 11% urban respondents consider it least preferred option for sales promotion. 29% rural and 14% urban respondents are not giving preference to free DVD Player option as sales promotion. 3% rural and 22% urban respondents are not considering free DVD as a sales promotion tool. 272

51 Not Considered Most preferred Table-B-26 FREE DVD PLAYER AS SCHEME OF SALES PROMOTION PREFERENCE 13 Preferred O.K. Least Preferred Not Preferred Rural Urban How do you prefer Free DTH as a scheme of Sales Promotion? 32% rural respondents and 3% urban respondents consider free DTH as most preferred scheme of sales promotion, 2% rural and 22% urban respondents consider it preferred and 25% rural and 14% urban consider it O.K. 8% rural and 5% urban respondents consider free DTH as least preferred sales promotion. 9% respondent of both region respectively are not giving any preference to free DTH option of sales promotion. 6% rural and 2% urban respondents are not considering free DTH as sales promotion tool. Table-B-27 4 FREE DTH AS SCHEME OF SALES PROMOTION PREFERANCE 2 Not Considered Most preferred Preferred O.K. Least Preferred Not Preferred Free DTH as Scheme of Sales Promotion preferance Rural Urban

52 28. How do you prefer Any other Scheme as a scheme of Sales Promotion? 34% rural and 6% urban respondents consider other scheme of sales promotion as O.K., 15% rural and 2% urban respondents consider them Preferred. 15% rural and 6% urban respondents least preferred any other promotional scheme 23% rural and 15% urban respondents are not preferring other schemes of sales promotion. Just 1% rural respondents consider it most important. 12% rural and 71% urban respondents are not considering any other scheme of sales promotion. Table-B Whom do you refer while selecting brand of television? 31% rural and 16% urban respondents consider expert opinion while selecting brand of television. 12% rural and 19% urban respondents consider friend s opinion before selection of brand. 23% respondents of both the area consider retailer s opinion while 14% rural and 19% urban respondents consider relative s opinion final in selection of brand of television. 11% rural and 15% urban respondents consider opinion of present user of the brand in selection of television brand. 274

53 Table-B How much maintenance expenditure you have incurred for your television? 66% rural and 48% urban respondents has not paid any amount for maintenance of television set. 8% rural and 21% urban respondents spent less than Rs.5/- for maintenance of television set. 19% rural and 18% urban respondents has spent more than Rs.5/- to Rs.15/- for maintenance. Just 5% rural and 1% urban respondents has paid out maintenance expenses in the range of Rs.1,5 to Rs.2,5/-. 2% rural and 3% urban respondents have spent more than Rs.2,5/- for maintenance of television. Table-B-3 275

54 31. From where you have purchased television set? 44% rural and 8% urban respondents have purchased television set from nearby retailer. 17% rural and 42% urban respondents have purchased television set from company s show room. Just 3% rural and 22% urban respondents prefer multi-brand electronic retailer for purchase of television set. 3% rural and 26% urban respondents prefer known-retailer for purchase of television set. 6% rural and just 2% urban respondents have obtained television set from other places. Table-B What is the price of your television set? 52% rural and 5% urban respondents purchase television sets having the price range of Rs.1,/- to Rs.3,/-, 1% rural and 23% urban respondents are using television set having the price between Rs.3,/- to Rs.5,/-, 3% rural and 11% urban respondents are using television sets of the value higher than Rs.5,/- but less than Rs.65,/-. Just 4% urban respondents are using television set having the value higher than Rs.65,/-. 35% rural and 12% urban respondents are using television set having the value less than Rs.1,/

55 Table-B How do you satisfy for the picture quality of your television set? 61% rural and 58% urban respondents are highly satisfied with picture quality of their television set. 32% rural and 35% urban respondents are satisfied with the picture quality. 7% rural and 6% urban respondents are finding the quality of picture of their television set just O.K. 1% urban respondents are not satisfied by the picture quality of their television set. Table-B

56 34. How do you satisfy for the sound of your television set? 33% rural and 35% urban respondents are highly satisfied by the sound of their television set. 53% respondents of both the region are satisfied with the sound of their television set. 13% rural and 11% urban respondents are finding the sound of their television set O.K.. 1% respondents of both the region are not satisfied with the sound of their television set. Table-B How do you satisfy for the attachment of your television set? 25% rural and 1% urban respondents are highly satisfied for the attachments available in their television set. 4% rural and 57% urban respondents are satisfied with their television set in respect of attachments. 28% of both the region found their television set O.K. with reference to attachments. 7% rural and 5% urban respondents are not satisfied with the attachments provided to their television sets. 278

57 Table-B How do you satisfy for the price of your television set (Value for your money)? 54% rural and 41% urban respondents are satisfied with the price charged for the television set by respective marketing company. 8% rural and 25% urban respondents are highly satisfied with reference to price paid for their television set with reference to value for their money. 34% rural and 29% urban respondents find their television set O.K. in terms of value for money. 3% rural and 2% urban respondents are not satisfied with reference to price paid for their television set. 1% rural and 3% urban respondents are dissatisfied towards price paid for their television set. Table-B

58 37. How do you satisfy for remote control comfort level of your television set? 47% rural and 45% urban respondents are satisfied with operation of remote control. 22% rural and 26% urban respondents are highly satisfied with reference to operation of remote control. 27% rural and 21% urban respondents found remote control operation O.K.. 3% rural and 6% urban respondents are not satisfied for remote control operations. 1% rural and 2% urban respondents are dissatisfied for remote control operations. Table-B How do you satisfy for remote control comfort level of your television set? 2% rural and 35% urban respondents are Highly Satisfied for repairing expenses of their television set. 28% rural and 24% urban respondents are Satisfied towards the repairing expenses in the television set. 33% respondents of both the area find their television set O.K. with reference to repairing expenses. 18% rural and 6% urban respondents are not satisfied with reference to their repairing expenses for television set. 1% rural and 2% urban respondents are Dissatisfied for repairing expenses in television set. 28

59 Table-B What changes do you want in the existing television set with reference to product? 28% rural and 29% urban respondents suggest improvement in picture quality, 17% rural and 19% urban respondents suggest improvement in quality of sound, 22% rural and 13% urban respondents prefer change in the attachment while 17% rural and 8% urban respondents prefer change in the power consumption in the next model of television set. 4% rural and 21% urban respondents are not expecting any change in the existing model which they use. Table-B

60 4. What changes do you want in price of the television set? 59% rural and 68% urban respondents are not suggesting any change in the existing price level. 41% rural and 32% urban respondents suggest more affordable television set as compared to present. Table-B What changes do you want in (place of )availability of television set? 73% respondents of rural area and 81% respondents of urban area are satisfied with the present distribution system. 27% rural and 19% urban respondents suggest that all the models of television set should be available in the nearby store. Table-B

61 42. What changes do you want in promotion scheme of television set? 44% rural and 29% urban respondents are satisfied with the existing scheme of sales promotion offered by various marketers. 6% rural and 2% urban respondents prefer free DTH service on their existing brand. 27% rural and 45% urban respondents suggest Free DVD Player as sales promotion scheme. 23% rural and 6% urban respondents prefer festive offer or other discount on the television set as ideal sales promotion scheme. Table-B What changes do you want in terms of warranty period or after sales service? 65% rural and 64% urban respondents are not suggesting any change in their warranty period or after sales service. 35% rural and 36% urban respondents suggest enhancement in the period of warranty and after sales service. 283

62 Table-B Gender of Respondents. 75% rural and 67% urban respondents are male, while 25% rural and 33% urban respondents are female. Table-B

63 45. Age of Respondents. 14% rural and 35% urban respondents are in the age group of 21-3 years. 41% rural and 26% urban respondents are in the age group of 31-4 years. 27% rural and 25% urban respondents are in the age group of 41-5 years. 11% rural and 9% urban respondents are in the age group of 51-6 years. 7% rural and 5% urban respondents are senior citizens. Table-B Profession of Respondents. 41% rural and 27% urban respondents are doing job, 15% rural and 2% urban respondents are professional. 25% rural and 36% urban respondents are businessman. 14% rural and 1% urban respondents are housewife. 5% rural and 7% urban respondents are doing some other job. 285

64 Table-B Educational Qualification of Respondents. 25% rural and 47% urban respondents are Graduate. 2% rural and 28% urban respondents are Post Graduate. 6% rural and 1% urban respondents are professional. 38% rural and 11% urban respondents have qualification upto H.S.C. only. 1% rural and 4% urban respondents have educational qualification below H.S.C.. 1% rural respondent have other educational qualification. Table-B

65 48. Income of Respondents. 25% rural and 41% urban respondents are falling in the category of income group of Rs.1.5 lakhs to Rs.3 lakhs annually. 65% rural and 6% urban respondents are in the category of Rs..75 Lakhs to Rs.1.5 lakhs annually. 6% rural and 28% urban respondents earning income from Rs.4.8 lakhs to Rs.6 lakhs annually.1% rural and 22% urban respondents having income more than Rs.6 lakhs annually. 3% respondents of both the area having the income less than Rs.75, annually. Table-B Family Members of Respondents. 29% rural and 39% urban respondents having family four family members. 29% rural and 19% urban respondents have five family members, 19% rural and 11% urban respondents have six family members, 1% rural and 5% urban respondents have seven members in the family and 4% rural and 3% urban respondents have eight members in the family. 1% respondents of both the area having two members in the family. Only 1% rural respondents is living single. 287

66 Table-B Light Bill of Respondents. 33% rural and 24% urban respondents are paying light bill in the range of Rs.1, to Rs.1,5 bimonthly. 15% rural and 28% urban respondents are paying light bill of Rs.1,5 to Rs.2, bimonthly. 7% rural and 24% urban respondents are paying light bill Rs.2, to Rs.2,5 bimonthly. 14% urban respondents are paying light bill above Rs.2,5/- bimonthly. 33% rural and 1% urban respondents are paying light bill between Rs.5 to Rs.1,/- bimonthly. 12% rural respondents are paying light bill less than Rs.5/- bimonthly. Table-B-5 288