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研究生:Meera
研究生(外文):Meera
論文名稱:A STUDY TO ANALYSIS THE PREFERENCE IN CONSUMER CHOICE FOR WATCHING TELEVISION CHANNEL IN TAMILNADU, INDIA
論文名稱(外文):A STUDY TO ANALYSIS THE PREFERENCE IN CONSUMER CHOICE FOR WATCHING TELEVISION CHANNEL IN TAMILNADU, INDIA
指導教授:何秀青何秀青引用關係
指導教授(外文):Mei.H.C.Ho
口試委員:Kung-Jeng WangJohn S. Liu
口試委員(外文):Kung-Jeng WangJohn S. Liu
口試日期:2019-06-13
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:管理學院MBA
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:英文
論文頁數:86
中文關鍵詞:Consumer PreferenceMarketingConsumer behaviorSocial MediaTelevision channelTechnology
外文關鍵詞:Consumer PreferenceMarketingConsumer behaviorSocial MediaTelevision channelTechnology
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The innovation in the television industry has led to various kind of viewers having access to different kind of television channels through various sources (internet, pay TV, DTH, cable TV, Apps). There is a rise of on-demand content which challenges the traditional advertising model to push the advertisers to explore others sectors for promoting their product. Viewers decision making process in television industry is purely influenced by internal and external factors such as ratings, unique visitors, and time spent rather than drilling into the functional, emotional, and social behaviors that translate the brand for their channels. So, by analyzing the factors that influence the viewers preferences, television channel and advertisers can develop their own marketing strategies according to the customer’s need and thus attaining a competitive advantage in the industry.
The purpose of the study is to find out the most desired television channel, and the factors that has an impact to choose the television channel by the people of Tamilnadu. This study will be a cross sectional survey among the people in Tamilnadu, India. A structured Questionnaire was collect for data analysis. A sample size of 122 respondents across Tamilnadu was collected. Qualitative analysis such as factor analysis, linear Regression was analyzed using statistical software.
The study found out that the people in Tamilnadu preferred to watch VIJAY TV. The study further analyzed the factors influencing the viewers to watch the channel. The study also revealed the relationship between the channel and the component (Product, Service, Innovation) influencing the viewer to watch the channel. It further adds that the moderator used in the study ‘Social Media’ does not influence consumer behavior.
The innovation in the television industry has led to various kind of viewers having access to different kind of television channels through various sources (internet, pay TV, DTH, cable TV, Apps). There is a rise of on-demand content which challenges the traditional advertising model to push the advertisers to explore others sectors for promoting their product. Viewers decision making process in television industry is purely influenced by internal and external factors such as ratings, unique visitors, and time spent rather than drilling into the functional, emotional, and social behaviors that translate the brand for their channels. So, by analyzing the factors that influence the viewers preferences, television channel and advertisers can develop their own marketing strategies according to the customer’s need and thus attaining a competitive advantage in the industry.
The purpose of the study is to find out the most desired television channel, and the factors that has an impact to choose the television channel by the people of Tamilnadu. This study will be a cross sectional survey among the people in Tamilnadu, India. A structured Questionnaire was collect for data analysis. A sample size of 122 respondents across Tamilnadu was collected. Qualitative analysis such as factor analysis, linear Regression was analyzed using statistical software.
The study found out that the people in Tamilnadu preferred to watch VIJAY TV. The study further analyzed the factors influencing the viewers to watch the channel. The study also revealed the relationship between the channel and the component (Product, Service, Innovation) influencing the viewer to watch the channel. It further adds that the moderator used in the study ‘Social Media’ does not influence consumer behavior.
TABLE OF CONTENTS

ABSTRACT
ACKNOWLEDGEMENT
LIST OF TABLES
LIST OF FIGURES
LIST OF ABBREVIATIONS
1. INTRODUCTION
1.1 Background of the study
1.1.1 The concept of consumer preference
1.1.2 Television Industry in India
1.1.3. Television in Tamilnadu
1.1.4 Overview of Tamil Nadu
1.2 Objectives of the Research
2. LITERATURE REVIEW
2.1 Consumer Behavior
2.2 Process of Consumer Decision Making
2.3 Types of Consumer Decision Making
2.4 Factors that Influence the Decision-Making Process
2.5 Factors influencing in choice of Television channel
2.6 Social Media
3. RESEARCH METHODOLOGY
3.1 Research Design
3.2 Variables Description
3.2.1 Independent Variable
3.2.2 Moderator
3.2.3 Dependent Variable
3.3 Data collection
3.4 Statistical Analysis
3.4.1 Factor Analysis
3.4.2 Regression analysis
4. DATA ANALYSIS AND INTERPRETATION
4.1 Introduction
4.2 General Information
4.3 Viewers motivation and frequency in watching television
4.4 Factor analysis
4.5 Product
4.5.1 Preference for watching television programs based on the type of programs
4.5.2 Preference in Watching Serials
4.5.4 Preference in watching reality shows
4.5.5 Preference in watching news channel
4.6 Service
4.6.1 Viewers preference on the service provide by the channel
4.7 Innovation
4.7.1 Viewers preference on the innovation done by the channel
4.8 Social Media
4.8.1 Viewers preference on the social media
4.9 Sample Testing
4.9.1 Sample Size
4.9.2 Normality of dependent Variable
4.9.3 Correlations
4.10 Regression analysis
4.11 Regression – Preference of social Media for watching television programs
4.12 Summary
4.12.1 Preference for Product
4.12.2 Preference for Service
4.12.2 Preference for Innovation
4.12.3 Preference for watching television program in Social Media
5. DISCUSSIONS AND CONCLUSION
5.1 Summary of this Research
5.2 Conclusion
5.3 Limitations
5.4 Suggestion for further research


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