A STUDY ON BUYING BEHAVIOR TOWARDS BRANDED TELEVISION PRODUCTS IN MYSORE CITY, KARNATAKA

Television is one of the important human needs in life, as it provides huge information and entertainments in various modes. Television industry changed drastically with the advent of latest models, technologies and various features relating to the physical appearance of the television. Customers consider many factors before making a purchase decision in buying a television. This paper is an attempt to study the consumer behavior towards various television brands. The researcher considered signi?cant factors such as media exposure, brand preference and brand awareness to in?uence purchase behavior.