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CUSTOMER SATISFACTION TOWARDS PANASONIC TELEVISION, AMBATTUR,

CHENNAI

Article · June 2015

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ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

CUSTOMER SATISFACTION TOWARDS PANASONIC TELEVISION,

AMBATTUR, CHENNAI
V.BHARANI*, S.SATHISH KUMAR** AND A.K.SUBRAMANI***
*
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI – 600062. TAMIL NADU, INDIA.
**
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI – 600062. TAMIL NADU, INDIA.
***
ASSISTANT PROFESSOR,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI – 600062, TAMIL NADU, INDIA.

ABSTRACT
Customer satisfaction according to ISO 9000, users opinion about the degree to which its
meets its requirements.Customersgenerally want the best possible product or service for a low
cost. The main objective of the study is to find out the customer satisfaction and loyalty towards
Panasonic Television. Descriptive research is followed in this research. The universe of the
population includes the respondents who are the customers of Panasonic Television, located at
Ambattur. The samples (i.e. sample size 50) were selected among the customers of Panasonic
Television, located at Ambattur for this research. The major findings of the study are, most
(56%) of the respondents are willing to recommend Panasonic television to their friends and
relatives and the implications for the study is Panasonic television may try to give some special
offers and discount to the customer and Service center need to be reachable to the customer.
From the research, it is concluded that the demographic variables such as age group, gender and
occupation are having less impact on the factors of customer satisfaction. The research outcome
also indicates that, most of the customers are satisfied towards Panasonic Television with respect
to the chosen factors.

KEYWORDS: Customer loyalty, Customer satisfaction, Panasonic Television, Showroom

availability.

I. INTRODUCTION
Customer satisfaction according to ISO 9000, users opinionabout the degree to which its
meets its requirements.Customersgenerally want the best possible product or service for a low
cost. The perception of thebest product or service at lowest price with safety effect the industry
and customer segmentsignificantly. Thus customer satisfaction is defined as “The number of the
customers or percentage of the total customers, whose reported an experience with a firm, it
product or its serviceexceeds specified satisfaction goods”. Customer satisfaction is very
important for anybusiness whether it sale the product or services because if the customer is
satisfied thenthey make the repeat purchases and tell other persons like their friends,

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ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

neighbourhoods,family members etc. about their good experience and satisfied customers tell
five otherpeople about their good experience.

II. COMPANY PROFILE

Panasonic was founded in 1918 by Konosuke Matsushita as a vendor of duplex lamp
sockets. In 1927, it began producing bicycle lamps, the first product which it marketed under the
brand name National. In 1961, Konosuke Matsushita travelled to the United States and met with
American dealers. The company began producing television sets for the U.S. market under
the Panasonic brand name, and expanded the use of the brand to Europe in 1979.On January 19,
2006, Panasonic announced that it would stop producing analogy televisions (then 30% of its
total TV business) from the next month, in order to concentrate on digital televisions.
Panasonic offers a wide range of products and services, including air conditioners,
refrigerators, washing machines, compressors, lighting, televisions, personal computers, mobile
phones, audio equipment, cameras, broadcasting equipment, projectors, automotive electronics,
aircraft in-flight entertainment systems, semiconductors, batteries, electrical components, optical
devices, bicycles and electronic materials Ventilation appliances such as electric fans are
manufactured under KDK and rebranded as Panasonic.

III. REVIEW OF LITERATURE

Tom's Guide US (2014) in this article, Panasonic, the biggest champion of plasma TVs, is
giving up the ghost and will be closing its last plasma factory in 2014, Reuters has reported. (In
response to an email from Tom's Guide, Panasonic said, "The content of the report released
overnight is not something that was announced by Panasonic.") Regardless of whether Panasonic
is closing up its plasma shop, the technology is on a fast decline. "Plasma has some life left, but
by 2015, the market opportunity is getting small," Steve Koenig, director of industry analysis at
the Consumer Electronics Association, told Tom's Guide.
Extreme Tech (2013) in this article, Panasonic quits plasma TVs: The latest victim of
LCD‟s rise to display supremacy. Another one bites the dust. Panasonic is departing the plasma
TV business after being its biggest champion for two decades. The business story is that TV and
display manufacturing has become a near-commodity business that belongs to the Koreans and
Chinese, not the Japanese. But for fans of high-end TV, the personal story is the loss of one of
the best choices in the mid- to high-end range – plasma – as long as you can control for room
brightness. Plasma has three clear-cut advantages because of its technology. The pixels are
illuminated by charged gases inside each element; LCD is lit from behind or the side by
fluorescent tubes or LEDs. This means a plasma display has excellent contrast with deeper
blacks, a wide viewing angle that‟s helpful when 20 people crowd your tiny living room to watch
the Super Bowl, and essentially no motion blur. A fourth advantage is the big one: Good plasma
sets have dazzling picture quality.

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ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

IV. OBJECTIVES OF THE STUDY

Primary Objective
 To find out the customer satisfaction towards Panasonic television with reference to
Ambattur.

Secondary Objective
 To find out the customer satisfaction towards the services rendered by Panasonic
Television.
 To find the customer satisfaction towards Features, Quality, Price, Services of Panasonic
Television.

V. LIMITATIONS OF THE STUDY

 The study is conducted in Panasonic Showroom located in Ambattur with 50
respondents.
 The sampling unit chosen is Panasonic television located in Ambattur, the survey result
may vary in other locations, based on the kind of services provided at other showroom.
 The sampling unit chosen is Panasonic Showroom located in Ambattur, the survey result
may vary in other locations, based on the kind of services provided at other stores.

VI. RESEARCH METHODOLOGY

Descriptive research is followed in this research. The universe of the population includes
the respondents who are the customers of Panasonic Television, located at Ambattur. The
samples (i.e. sample size 50) were selected among the customers of Panasonic showroom,
located at Ambattur for this research. The samples were chosen from the population, by using
Convenience sampling technique (i.e. Non-probability sampling technique), because the exact
population size is unknown and the accessibility of the customer is difficult. Survey method of
data collection was used in this research. The primary data were collected using structured
questionnaire.

VII. DATA ANALYSIS AND INTERPRETATION

1. FREQUENCY ANALYSIS
Table 1 Frequency table – Demographic profile of the respondents
S.No Particulars Frequency Percentage
1. Age
18-25 years 25 50
25-40 years 14 28
Above 40 years 11 22
2. Gender
Male 25 50
Female 25 50
3. Occupation
Agriculture/self employed 5 10
Business 16 32
Professional 13 26
Others 16 32
(Source: Primary Data)

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ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

INFERENCE
From the table 1, it is inferred that 22% of the respondents are belongs to above 40 years
age category. Only 10% of the respondents are belongs to Agriculture/ Self-employed category.

Table 2 Frequency table – Satisfaction of customers

S.No Particulars Frequency Percent
1 How long using Panasonic television
Lessthan1year 4 8.0
1-2years 18 36.0
Morethan2years 28 56.0
2 Price comparisonwith other company
Very high 7 14.0
High 6 12.0
Almost same 23 46.0
Low 7 14.0
Very low 7 14.0
3 Price comfortable for EMI users
Yes 29 58.0
No 21 42.0
4 Factor consider purchase
Popularity/brand image 13 26.0
Price 15 30.0
Advertisement 10 20.0
Opinions from others 12 24.0
(Source: Primary Data)

From the table 2, it is inferred that majority (56%) of the respondents are using Panasonic
Television more than 2years, 30% of the respondents bought television based on price and
majority(58%) of the respondents are satisfied with EMI facility.

2. Mean and standard Deviation

Table 3. Mean and Standard - Factors of customer satisfaction
S.No Particulars N Mean Std. Deviation
1. Rate of price level 50 4.12 0.689
2. Opinion regarding Panasonic television 50 4.12 0.689
3. Features of Panasonic television 50 4.24 0.744
4. EMI option 50 3.80 0.948
5. Brand image 50 4.36 0.693
6. Discount/offers 50 4.22 0.737
7. Guarantee & warranty 50 4.32 0.713
8. Service centers in market 50 4.04 0.699
9. Showrooms availability in market 50 4.02 0,769
10. Satisfaction level of showroom timings 50 3.98 0.769
11. Level of showroom environment 50 4.24 0.744
12. Reach ability of showroom 50 4.12 0.689
13. Advertisement 50 4.38 0.725
(Source: Primary Data)

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ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

From the table 3,it is determined that respondents are more satisfied with respect to price,
features, discounts and offers, brand image, Guarantee and warranty, service centers availability,
showrooms availability, showroom environment, while compared to EMI option and showroom
timings.

3. INDEPENDENT SAMPLE T-TEST

HYPOTHESIS 1
Null Hypothesis
There is no significant difference between male and female respondents with respect to the
factors of customer satisfaction towards Panasonic Television.

Table 4 t-test for significant difference between male and female respondents with respect
to the factors of customer satisfaction towards Panasonic Television.
Std.
S.No Particulars Gender Mean t value p value
Deviation
1. Male 4.16 0.624 0.407 0.197
Rate of price level
Female 4.08 0.759
2. Male 3.96 0.676 1.671 0.191
Opinion regarding
Panasonic television Female 4.28 0.678
3. Satisfaction level of Male 4.20 0.764 0.377 0.212
features Female 4.28 0.737
4. Satisfied EMI option in Male 3.96 0.978 1.199 0.267
which level Female 3.64 0.907
5. Satisfaction level of brand Male 4.24 0.723 1.231 0.195
image Female 4.48 0.653
6. Male 4.28 0.843 0.572 0.210
Rate of discount/offers
Female 4.16 0.624
7. Level of guarantee & Male 4.52 0.510 2.048 0.195
warranty Female 4.12 0.833
8. Male 4.08 0.812 0.401 0.199
Service centers in market
Female 4.00 0.577
9. Showrooms availability in Male 3.96 0.790 0.548 0.219
market Female 4.08 0.759
10 Satisfaction level of Male 4.00 0.764 0.182 0.220
showroom timings Female 3.96 0.790
11. Level of showroom Male 4.40 0.645 1.542 0.208
environment Female 4.08 0.812
12. Male 4.20 0.645 0.818 0.196
Reach ability of showroom
Female 4.04 0.735
13. Male 4.52 0.714 1.377 0.203
Advertisement
Female 4.24 0.723
(Source: Primary Data)
INFERENCE
From the above table, it is inferred that p value of all the factors of customer satisfaction
is greater than 0.05, so the null hypothesis is rejected and alternative hypothesis is accepted at
5% level of significance. Hence it is concluded that there is no significant difference between
male and female respondents with respect to the factors of customer satisfaction towards
Panasonic Television.

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ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

4. CHI-SQUARE TEST
HYPOTHESIS 2
Null Hypothesis: There is no association between age group of the respondents and factor
considers purchase towards Panasonic Television.
Table 5 Chi- Square test for association between age and factor consider purchase
Panasonic television.
Age group Popularity/Brand Price Advertisement Opinions Chi- p value
image from square
others value
18-25 years 8 7 5 5
25-40 years 3 5 3 3
1.869 0.931
Above 40 years 2 3 2 4
Total 13 15 10 12
(Source: Primary Data)
INFERENCE
Table 5 shows that, p value is 0.931 which is greater than 0.050 in which null hypothesis is
accepted and alternative hypothesis is rejected at 5% level of significance. Hence it is concluded
that there is no association between age group of the respondents and factor considers purchase
towards Panasonic Television.

HYPOTHESIS 3
Null Hypothesis: There is no association between gender and willingness to recommend
Panasonic television showroom to their friends / relatives.

Table 6 Chi- Square test for gender and showroom availability in your area.
S.No Gender Showroom availability in your area Total Chi-square P value
Yes No value
1 Male 13 12 25
2 Female 15 10 25 0.325 0.569
Total 28 22 50
(Source: Primary Data)
Table 6 showing that, p value is more than 0.05, so the null hypothesis is accepted, and
alternative hypothesis is rejected at 5% level of significance. Hence it is concluded that there is
no association between gender and willingness to recommend Panasonic television showroom to
their friends / relatives.

VIII. DISCUSSIONS
 Majority (56%) of the respondents are using Panasonic Television more than 2years, 30%
of the respondents bought television based on price.
 Majority (58%) of the respondents are satisfied with EMI facility.
 Respondents are more satisfied with respect to price, features, discounts and offers, brand
image, Guarantee and warranty, service centers availability, showrooms availability,
showroom environment, while compared to EMI option and showroom timings with the
mean value above 4.0
 There is no significant difference between male and female respondents with respect to
the factors of customer satisfaction towards Panasonic Television.

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 ZENITH International Journal of Business Economics & Management Research__________ ISSN 2249- 8826
ZIJBEMR, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

 There is no association between age group of the respondents and factor considers
purchase towards Panasonic Television.
 There is no association between gender and willingness to recommend Panasonic
television showroom to their friends / relatives.

IX. IMPLICATIONS
 Panasonic television can provide some discount/less price to people those who are getting
salary less than Rs.10, 000.
 Panasonic television can improve by keeping all time availability of stocks, so that they
can improve their satisfaction level towards Panasonic television.

X. CONCLUSION
Through the research paper entitled, “A study on customer satisfaction towards Panasonic
television”. We gathered feedback from 50 respondents about Panasonic television and knowing
customer thoughts about it. From the study it is concluded that the demographic variables such as
age group, gender and occupation are having less impact on the factors of customers
„satisfaction. This study also indicates that the customers‟ loyalty towards the Panasonic
television is also good.

WEB REFERENCES

1. http://www.flatpanelshd.com
2. http://www.articles.economictimes.com
3. http://www.thewirecutter.com
4. http://www.gadgets.ndtv.com

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