Purchase Attitude and Behaviour of Television Buyers:A Study with Reference to North Coastal Districts of Andhra Pradesh

Television is the integral part of our existence and has already modified our social behavior over the last few decades. It is incredibly persuasive, powerful medium and hence this is the attractive platform to promote products locally as well as globally. The main objective of this research paper is to investigate whether there is any significant difference among on the purchase attitude and behavior of television buyers. The buyer's attitude refers to the enduring evaluation of buying a product which leads to behavioural intention and then to actual purchase behaviour. For the analysis of buying attitude and behaviour, this study takes up four important factors i.e. place of purchasing, occasional buying, affordable amount and ways of financing of purchase of a new television set. Data are collected from three north coastal districts of Andhra Pradesh namely Srikakulam, Vizianagaram and Visakhapatnam. Data are analyzed on the basis of simple statistical trend analysis and chi-square test through the SPSS. The research has strong implications for manufacturers and dealers to understand the purchase attitude and behavior of television buyers . Thus, the study is an useful contribution for marketing strategist to enhance their sales volume of television sets in future.