An Exploratory Study on Factors influencing Buying Behavior of Consumers of Television in Two Municipal Towns of Undivided Balasore District of Odisha

Authors

  • S.R. Das Research Scholar, Department of Business Management, F.M. University, Vyasa Vihar Balasore, Odisha
  • D. P. Misra Professor, Department of Business Management, F.M. University, Vyasa Vihar, Balasore, Odisha

Keywords:

Brand, Buying Behavior, Demographic Variables, Television

Abstract

The object of the present study is to examine the important factors influencing the consumer buying behavior
towards television. This study covered the areas of two municipal towns namely Balasore and Bhadrak, Odisha. A structured
questionnaire was administered to obtain information on selected key variables affecting the buying behavior of the
consumers towards television. The information from 300 consumer respondents representing cross section of population was
collected. The data so collected has been analyzed by the application of appropriate statistical tools. The result reveals that
the important demographic variables do not influence significantly the buying behavior of consumers so far as the brand
preference for television product is concerned. On the basis of the findings, few important suggestions were offered for the
benefit of marketers and consumers.

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Published

2018-03-25

How to Cite

S.R. Das, & D. P. Misra. (2018). 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), 5(3), 273–281. Retrieved from https://www.ijaerd.org/index.php/IJAERD/article/view/2668

Issue

Vol. 5 No. 3 (2018): Volume 5 Issue 3 March 2018

Section

Articles