Consumer Attitude

Executive Summary

Television is the most common form of entertainment and mean of leisure in Bangladesh. In our country the significance of television is observed in a exclusive scale. People of every age are found of watching television. The market of television in our country is quite extensive as well.

The goal of this research was to measure the Consumers' perception towards the non-brand television in Dhaka City is built based on their income level. Our purpose was to first to locate variables on which customer satisfaction is said to depend on. Using these variables we then measured customer negative influence through conducting a survey. A survey and observation were conducted to collect the required information. The purpose of the survey was to measure the attitude of purchasing non brand television.

To conduct our survey, we had a sample size of 50 respondents, comprising of male and female respondents within the age group of 18 to 35 years above living in Dhaka city. 52% of the respondents were male and 48% were females. Our target group consisted of people from different public and private universities as well as students from colleges, both Bengali and English medium and people of various income levels. We have used SPSS software for analyzing our data collected from our survey. We have put all our respondents' responses in this software and then from there we got our result of analysis. Then we interpret them to know whether our hypothesis is proved or rejected.

1 Background

History:

Television (TV) is a telecommunication medium for transmitting and receiving moving images that can be monochromatic (shades of grey) or multicolored. Images are usually accompanied by sound. "Television" may also refer specifically to a television set, television programming, and television transmission.

In its early stages of development, television employed a combination of optical, mechanical and electronic technologies to capture, transmit and display a visual image. By the late 1920s, however, those employing only optical and electronic technologies were being explored. All modern television systems rely on the latter, although the knowledge gained from the work on electromechanical systems was crucial in the development of fully electronic television.

The first television signal broadcast in Bangladesh was in 1964 by the state-owned television network BTV. From then onwards BTV had a virtual monopoly until the late 1990s. Ever since then a number of stations had arrived and the demand for television set has increased. Since then, people of Bangladesh have becoming aware of Television.

It can be argued that television has altered the entire media industry of Bangladesh within a decade. It has also changed the habit of audience how they get information. People in rural areas like to watch television, even if it means going to a neighbor' home because they do not have a TV set. More people in rural areas watch TV than have access to electricity or own a television because 32.2% watch television at a neighbor's home; 8.7% watch television in a shop; 4.4% watch television in a relative's home and 3.3% watch television in the market (bazaar 2011).

Due to limited access to electricity and television ownership, watching TV is a communal activity in Bangladesh. In rural areas, more than eight people typically watch television together. In urban areas this number decreases to five people and in the metropolitan cities, four people typically watch television together. This communal nature of the audience attracts the advertisers to use television as a most effective means to reach their target consumers.

Not only is television popular, but access to the medium has increased significantly between 1995 and 2006. While in 1995, television has reached to the 31 percent of the total population, the access to television has increased to 65 percent in 2006

The growth in television viewership is largely being driven by satellite television. The upward trend in cable and satellite viewing is likely to increase. Connections are relatively cheap by international standards and there is anecdotal evidence that cable and satellite penetration follows electrification (EiA, 2007).

According to a Buddecomm report (2008), Bangladesh's television households are served by more than 2000 cable operators. With the development of studios, digital video editing technology, producers and journalists - news has become a more popular genre of program (66%) among all; followed by drama (60%), report based program (47%), magazine programs (46%), cinema (35%), talk shows (16%) or other programs

Product as a Brand in Bangladesh:

In Bangladesh there is a huge demand for television. Thought the people of Bangladesh are not financially stable and most of them are living under the poverty line, still the demand of television in pretty high in our country. It is observed that an individual who's earning is not that much high, has a want for television and manages a television set which price is very low. Brand, non-brand as well as second hand television is pretty popular in our country.

On the other hand, there are also demand for television which price is very high as well. Television having the quality of Light Emitting Diode (LED) or Liquid Cristal Display (LCD) is also popular among the buyers of our country. The market of Bangladesh is also able to fulfill the demand of the customers. Every year a huge amount of Brand and Non-Brand television are being imported and there are also some companies producing various brands of television among the boarder of Bangladesh.

The quality of the produced television in our country is quite satisfactory and people of the country have demand upon such brands and those brands are popular as well. Recently companies are getting interesting in producing television with in the country and efficient labors are available and there are demands as well.

These are the two local brands that are being produced in our country. The various brands and non-brands television's name are also mentioned in the following description:

In a country