An Exploratory Study on Factors influencing Buying Behavior of Consumers of Television in Two Municipal Towns of Undivided Balasore District of Odisha
| Author(s) | : | S.R. Das, D. P. Misra |
| Institution | : | Research Scholar, Department of Business Management, F.M. University, Vyasa Vihar Balasore, Odisha |
| Published In | : | Vol. 5, Issue 3 — March 2018 |
| Page No. | : | 273-281 |
| Domain | : | Engineering |
| Type | : | Research Paper |
| ISSN (Online) | : | 2348-4470 |
| ISSN (Print) | : | 2348-6406 |
The object of the present study is to examine the important factors influencing the consumer buying behaviortowards television. This study covered the areas of two municipal towns namely Balasore and Bhadrak, Odisha. A structuredquestionnaire was administered to obtain information on selected key variables affecting the buying behavior of theconsumers towards television. The information from 300 consumer respondents representing cross section of population wascollected. The data so collected has been analyzed by the application of appropriate statistical tools. The result reveals thatthe important demographic variables do not influence significantly the buying behavior of consumers so far as the brandpreference for television product is concerned. On the basis of the findings, few important suggestions were offered for thebenefit of marketers and consumers.
S.R. Das, D. P. Misra, “An Exploratory Study on Factors influencing Buying Behavior of Consumers of Television in Two Municipal Towns of Undivided Balasore District of Odisha”, International Journal of Advance Engineering and Research Development (IJAERD), Vol. 5, Issue 3, pp. 273-281, March 2018.
