CONSUMER SATISFACTION AMONG TELESHOPPERS IN BANGALORE CITY – A STUDY
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Date
41263
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Publisher
University of Agricultural Sciences GKVK, Bangalore
Abstract
Teleshopping is a form of non-store or in-home retailing or direct
marketing method. A significant increase in the TV households, rising
disposable income, nuclear families and changing lifestyle in the major
metropolitan cities of India are giving wide opportunities for
teleshopping. The current study has been under taken in Bangalore City
to understand the consumer profile of teleshoppers and consumer
satisfaction in teleshopping experience. An attempt has been made to
identify and document the availability of range of products in
teleshopping and various constraints noticed in teleshopping. Likert
scaling method, descriptive statistics and chi-square techniques were
employed in the study. It has been found that about 73.33 per cent of
the teleshoppers fall under the age group of 26 to 40 years. About 50% of
the customers were graduates; most of them were married and had 2 to
4 members in the family. About 63 per cent of the families had two
earning members and 72 per cent of the families had the income ranging
between Rs. 3 to 7 lakhs per annum, study also revealed that the overall
satisfaction from teleshopping is dependent on major five factors such
as; company response while placing the order, comparison between
actual and specified quality, price of the product, trust worthiness of the
company and word of mouth or publicity. The study implies that the
money back guarantee facility, better pricing policy and marketing of
reliable products through teleshopping needs to be considered to deliver
better services to the customers.