A Study on Customers' Satisfaction with and Preference of Colour T.V. Brands with Reference to Silchar, Assam

The colour T.V. industry in India has seen a dramatic change during the past one decade as liberalization and globalization showed its original face in full swing in the Indian sub-continent, making its market highly competitive and customer driven. A good number of T.V. customers today face a lot of dilemma at the time of taking decisions to choose the brand because a number of substitutes are available in the market. As a result of this, the manufacturers are now forced to behave like price-takers rather than price-markers. It is quite clear to understand that the generation of information plays a very crucial role in the formulation of marketing strategies, and it provides a link between the customers and the organization. This is mainly because of the fact that the contemporary T.V. market is a complex buyers' market, on the demand side.

The present study aims at ascertaining the T.V. customer's preference over the various counts of the T.V. brands, they use. This study also throws light on the customer's purchase behavior with respect to colour T.V.