Consumer preference between product features and brand elements while making purchase decision of television: An empirical study

Consumer behaviour is a study of a set of activities which are undertaken from the stage of pre purchasing to the stage of post purchasing of the product. In today's scenario the consumer prefer latest features and best technology at a reasonable price with the good brand. This paper is an attempt to study the consumers preference between product features and brand elements while making purchase decision of television. With this even those factors were studied which consumer consider while making purchase decision of television. In order to accomplish the objectives of the research the sample of 140 respondent were taken by using convenience sampling technique. The result indicates that there is no significant difference in the mean of product features and brand elements across the demographic profile (across education, occupation and Income) of respondent.