Brand, Loyalty & Technology’s Impact on Buying Television!

This paper presents the market forces that influence customers’ choices in new television series selections with pull and push demands. Dealers and retailers perform upselling trends to attract customers and promote product sales. The study was conducted to understand customers' current buying behavior for LED/LCD TV sets offered by leading manufacturers in India and sold through the retail network in Bangalore. This study has concluded that there is limited scope in addressing the WANT of customers for their future needs. There is a need for further research to establish core development in technology selling when the “Customer is King,” and he/she knows his/her preference before stepping into any showroom.

本文探讨了基于推拉式需求、影响消费者选购新电视机型系列的市场驱动力。经销商与零售商通过推行向上销售策略以吸引消费者、提升产品销量。本研究旨在了解印度主流厂商生产、并通过班加罗尔零售网络销售的LED/LCD电视机的消费者当前购买行为。本研究得出结论：在响应消费者针对未来需求的购物诉求方面，可挖掘的空间较为有限。当"顾客即上帝"，且消费者在进入任何展厅前便已明确自身偏好时，仍需开展进一步研究以推动技术营销的核心发展。