Customer perception and preferences towards branded products (with special reference to television sets)

Reference:
Indian Journal of Marketing
Volume: 40 Number 2 February, 2010 Page: 49-55

Abstract
Introduction:
People began to develop preferences at a very early age. Our preferences are part of what makes us who we are. And the brands we seek out reflect out our preferences. The competition among brand is high. In every product category, customers have more choices and higher expectations. The success of the strategy depends heavily on the marketer’s understanding of the preference building and bonding process.
Purpose:
The purpose of the study was to evaluate the customer’s perception towards the purchase of branded products, & to know the important variables that influence the respondents in purchasing his/her own brand of television.
Methodology used:
The methodology used in the study is explained below: * Data and sources of data: The study is based on the primary data, which have been collected through questionnaire, personal observation and discussion with the customer and regular visit to the retail electronic outlets.

* Samples selected for the study: The sample respondents are selected on the basis of convenient sampling method, and questionnaire was circulated to 200 customers of various retail electronic outlets.

* Area of the study: The study area is limited to Coimbatore district, Tamil Nadu.

* Period of study: The study was undertaken during the period of June 2008 to December 2008. * Framework of analysis:
Cross tabulation (Two-way analysis), T-test, ANOVA, Chi-square analysis.

Findings:

* To move customers from trial to preference, brands need to deliver on their value proposition. Preference is a scale and brand moves up, down and even off that