| Summary: | 碩士 === 國立臺灣科技大學 === 管理學院MBA === 107 === The innovation in the television industry has led to various kind of viewers having access to different kind of television channels through various sources (internet, pay TV, DTH, cable TV, Apps). There is a rise of on-demand content which challenges the traditional advertising model to push the advertisers to explore others sectors for promoting their product. Viewers decision making process in television industry is purely influenced by internal and external factors such as ratings, unique visitors, and time spent rather than drilling into the functional, emotional, and social behaviors that translate the brand for their channels. So, by analyzing the factors that influence the viewers preferences, television channel and advertisers can develop their own marketing strategies according to the customer’s need and thus attaining a competitive advantage in the industry.
The purpose of the study is to find out the most desired television channel, and the factors that has an impact to choose the television channel by the people of Tamilnadu. This study will be a cross sectional survey among the people in Tamilnadu, India. A structured Questionnaire was collect for data analysis. A sample size of 122 respondents across Tamilnadu was collected. Qualitative analysis such as factor analysis, linear Regression was analyzed using statistical software.
The study found out that the people in Tamilnadu preferred to watch VIJAY TV. The study further analyzed the factors influencing the viewers to watch the channel. The study also revealed the relationship between the channel and the component (Product, Service, Innovation) influencing the viewer to watch the channel. It further adds that the moderator used in the study ‘Social Media’ does not influence consumer behavior.
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