14 CTV market study; Philips India Limited

Abstract

The 14" Colour segment has been gaining in significance over last few years. Philips has two 14" Colour Television (CTV) models. However both the models, 1310 and 1325 have not turned out to be the success they were expected to be. Philips wanted a study conducted to find out the profile of the buyer and the competitive positioning in the consumer’s minds. It also wanted a marketing mix developed for its 14" CTVs. This was done by means of a direct survey and secondary research. The survey was conducted on owners / probable buyers of 14" CTVs. The total sample size was 234. The sample was segmented into B/W upgraders (164) and 2nd Set Buyers (70). The study was limited to the city of Calcutta. # PROFILE OF 14" CTV BUYER B/W Upgraders : They are middle class or lower middle class people who are generally in govt. service, self employed or work in some private firm. They have very few durables with the exception of a B/W TV, an audio system and perhaps a fridge. They generally read Bengali dailies and watch film based or mythological programmes on DD. 2nd Set Buyers : They are of the upper middle and upper classes and are mostly businessmen, professionals or private executives. They have most of the consumer durables. Their favourite channels are either Star Plus or Zee. They read English dailies and magazines, with the men and women having different tastes when it comes to magazines..