Assessing the Product Related Factors for Television Purchase

The book contains a research study on the purchase behaviour of television buyersin the metropolitan city of Kolkata and its suburbs. The researcher had conducted theresearch survey in Kolkata and nearby districts of the state of West Bengal, India. Theresearch was based on intensive literature survey and primary data survey of televisionbuyers and dealers in the jurisdiction of Kolkata and nearby districts. The researcher used thestimulus response model and designed the research as a combination of descriptive andcausal research. It was done so, since it is not sufficient to know, how the consumers behave, but also the cause of such behaviours, getting recorded. Area based sampling was undertaken, using the mall intercept survey method, whereby, time frame of 4 hours in peak time offootfall and 4 hours in lean time of footfall was considered. Every 5 th of the footfall as per therecorded footfall on the entry gate was considered as a sample element. In the consumersurvey, a total no of 509 television buyers were surveyed.