International Journal of Business and Management Tomorrow

Vol. 2 No. 10

Factors Affecting Television Brand Selection in Rural Areas of Himachal Pradesh: A Case Study of Kinnaur
Professor Pawan Garga, Himachal Pradesh University Business School, Summer Hill, Shimla Vinod Negi, Assistant Professor, Everonn IIPS, Shimla

Abstract
This paper aims to identify the socio-economic and cultural factors that affect consumers purchasing behaviour towards television brand selection in Kinnaur district of Himachal Pradesh.. Field interviews conducted in a randomly selected sample of 250 household of Kinnaur district having television. Chi square test was performed to identify the crucial socio-economic and cultural factors in determining the brand selection of a television. Demographic, Socio-economic variables included in the study were gender, educational qualification, designation, marital status, age, economic dependence (credit facilities), household income and occupation. Cultural factors included in the paper were type of family, social class and caste. The present paper in an attempt to identify the socio-economic and cultural factors which play an important role in television brand selection in rural areas. Paper also attempts to find out the brand preference in case of television in Kinnaur. Keywords: Socio-Economic and Cultural Factors

1. Introduction
Consumer buying behaviour is affected by various demographic, socio- economic and cultural factors. In the present study an attempt has been made to analyse the impact of demographic, socio- economic and cultural factors while selecting a particular brand of television in rural area of Himachal Pradesh particularly in Kinnaur district. Booth and Shepherd (1988) have advocated that cultural and economical factors, consumers personality, attitudes, values and emotions, affect consumers decision making process. Many years later, Steenkamp (1996) identified that biological, psychological and socio - demographical consumers ISSN: 2249-9962 October|2012 www.ijbmt.com Page | 1

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characteristics, marketing of the product, economic and cultural environment affect consumers purchasing decisions. Kotler (1994) identified that consumer buying behaviour is influenced by cultural, social, personal and psychological factors. Generally, consumer behaviour studies examines the process in which individual or groups get involved when they select, purchase, use or dispose of products, services, ideas or experiences to satisfy their needs and wants (Solomon, 2004). Retailers will only be able to effectively evaluate whether or not they are offering everything their consumers need by examining how consumers behave throughout the buying process (Nunes and Cespedes, 2003). According to Reed et al. (2000) it is imperative that contemporary retailers have a comprehensive understanding of consumer trends, needs, wants and the decision-making processes, all of which will have a direct impact on the success of their business. In todays time for any organisation or shopkeeper, knowledge of consumer buying behaviour is must in order to excel in the business.

2. Factors Affecting Consumer Buying Behaviour

Consumer buying is affected by many factors such as demographic, socio- economic and cultural factors. A deep knowledge of these factors in needed in order to gain success in business. Demographic and socioeconomic variables included in the study are gender, educational qualification, marital status, age, economic dependence (credit facilities), household income and occupation (Deon, 2011). Culture plays a significant role in everybodys decision making. Culture is a complex set of beliefs held by humans regarding their roles, behavior, values, traditions, customs and traditions. It is very important to have an understanding of culture in order to understand the concept of consumer behavior. Culture is the sum of a shared purpose among members of society, customs, norms and traditions. Culture plays an important role in building a persons desire. Cultural factors which are included in the study are type of family, social class and caste (Yakup et. al. 2011). The article investigates the above selection of demographic, socio- economic and cultural variables along with their impact on consumer buying behaviour in case of television brand selection in Kinnaur district of Himachal Pradesh. The focus originates from the inference that different consumers will have different needs and wants which may translate into different buying behaviour patterns.

3. Objectives of the Study

To identify the factors which influence the brand selection of television To Know about the Television brand preference in Kinnaur District of Himachal Pradesh

3.1 Research Design

Area of the study: To fulfill the stipulated objectives, study was undertaken in Himachal Pradesh. Kinnaur district was selected after dividing Himachal Pradesh in four agro climatic regions. For study regarding the brand selection of consumer durable product, television was purposely selected.

3.2 Sampling
The study focuses on the impact of demographic, socio-economic and cultural factors on television brand selection in district Kinnaur of Himachal Pradesh. There are 12 districts in Himachal Pradesh, out of two completely rural districts namely Lahaul and Spiti and Kinnaur. Kinnaur is selected for the study by using random sampling method. In Kinnaur there are three development blocks namely Pooh, Kalpa and Nichar. For study purpose Kalpa block was selected by convenient sampling method. A sample of 250 households having television was selected in order to fulfill above stated objectives. While selecting the sample, all social, cultural, political, economical and geographical variations have been given due representation.

3.3 Data Collection

To fulfill the study objectives both primary and secondary data was collected. Primary data was collected from each household with the help of pre-tested questionnaire. The secondary data was collected with the help of various books, journals, web site and census data.

3.4 Tools Used for Analyses

To fulfill above mentioned objectives appropriate mathematical and statistical tools were used. Chi Square test was used in order to know the impact of socio- economic and cultural factors in case of television brand selection in Kinnaur. The formula for calculating chi-square is: 2= (o-e) 2/e

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Chi-square is the sum of the squared difference between observed (o) and the expected (e) data (or the deviation, d), divided by the expected data in all possible categories. Hypotheses which were tested by Chi square test in order to study the relationship between the variables and brand selection are mentioned below: H0 : HA: Demographic, Socio- economic and cultural factors have no significant relationship in television brand selection Demographic, Socio- economic and cultural factors have significant relationship in television brand selection

4. Finding of the Study

The impact of demographic, socio-economic and cultural factors on television brand selection was analysed with the help of chi square test. Television brand preference was calculated with the help of percentage method. 250 households were taken from Kinnaur who had television. In the following section findings of the study is presented.

4.1 Demographic Factors and Brand Selection of Television

Demographic factors which were taken for the studies were age and gender (Deon, 2011). The role played by age and gender of the respondents in the brand selection of television is presented in the following section. 4.1.1 Age and Brand Selection of Television It is very important to see the role of people from different age groups in the selection of television brand. Table 1(a) throws light on this. It reveals that in Kinnaur LG was the most preferred brand in all age groups except people belonging to above 51 age group, who had liking for Videocon, after other brands. Least liked brand in Kinnaur among all age groups was Sony. To statistically examine the significance of age in the selection of television brand following hypothesis were framed and chi square test was applied. H0 : Age has no significant relationship in Television brand selection HA: Age has significant relationship in Television brand selection From the table 1(b) it can be seen that the computed chi square value of 5.275 with corresponding p values i.e. .948 which was greater than .005 (p> .005) and failed to reject the null hypothesis. It shows that age had no significant relationship in selection of Television Brand. 4.1.2 Gender and Brand Selection of Television The information regarding the role played by gender of respondents in television brand selection was presented in the table 1.1(a) and table 1.1(b). The first table i.e. 1.1(a) shows the brand preference by male and female and the second table 1.1(b) examines the relationship of gender with brand selection. It can be seen from table 1.3(a) that the male preferred LG brand with 25.5 percent respondents and among females 27.6 percent females had liking for LG. Least preferred brand among males was Sony but females had given least preference to Videocon. To study the relationship of gender with selection of television brand hypothesis were formulated as: H0 : Gender has no significant relationship in Television brand selection HA: Gender has significant relationship in Television brand selection To check the validity of above mentioned hypothesis, table 1.1(b) shows the chi square test value of 4.573 with corresponding p value .334 which was greater than .005 (p>.005) which failed to reject the null hypothesis. Hence inference can be drawn that, gender don not play any significant role in selection of television brand.

4.2 Socio-Economic Factors and Brand Selection of Television

Socio-economic factors also play a crucial role in consumer buying behaviour. Socio-economic factors included in the study were education, occupation, marital status, economic dependence (credit facilities) and income (Deon, 2011). Following sections examines the role played by these factors in brand selection of television in Kinnaur. 4.2.1 Education and Brand Selection of Television Education plays a significant role in every sphere of life. Details of role of education in brand preference and selection are mentioned in the tables 1.2(a) and 1.2(b). Table 1.2(a) shows the status of brand preference among ISSN: 2249-9962 October|2012 www.ijbmt.com Page | 3

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respondent according to their qualifications in Kinnaur. In Kinnaur after other brands Samsung was the most preferred brand for undergraduates with 25.4 percent respondents opting for the brand and LG was the most preferred by graduates and post graduates, others preferred Videocon with 35.3 percent. It was observed that among the higher qualified people LG was the most popular brand. As far as least preference was concerned Sony was least preferred among the under graduates and Samsung was preferred least among the graduates, in case of least liking among the post graduates Sony and Samsung scored equally with 17.1 percent opting for the brands while among others, Sony was the least preferred. For the statistical significance of education in the selection of television brand chi square was applied and hypothesis were formed as under H0 : Education has no significant relationship in Television brand selection HA: Education has significant relationship in Television brand selection From the table 1.2(b) calculated chi square values of 14.605 with corresponding p value .264 which was greater than .005 (p> .005) shows that it fails to reject the null hypothesis. So it can be interpreted that education has no significant role in the selection of television brand in Kinnaur. 4.2.2 Occupation and Brand Selection of Television Role of occupation cannot be ignored while studying the factors affecting the choice of brand in the rural area. Table 1.3(b) attempts to establish a relationship between occupation and brand selection of television. Table 1.3(a) gives the details about preference of television brands according to the occupation of the respondents. In Kinnaur LG was the most preferred mentioned brand in all occupational categories and least preferred brand was Sony among all except people engaged in various professions, Videocon was preferred least in profession category with 7.70 percent respondents having the brand. By applying chi square test to check the validity of relationship between occupation and selection of brand following hypothesis were framed. H0 : Occupation has no significant relationship in Television brand selection HA: Occupation has significant relationship in Television brand selection By examining the computed values of chi square and their corresponding p values from the table 1.3(b) it can be concluded that occupation has no significance in the selection of a television brand. 4.2.3 Marital Status and Brand Selection of Television In selecting the brand of television the role played by respondents according to their marital status was examined in tables 1.4(a) and table 1.4(b). Table 1.4(a) shows the preference of brands according to the marital status of the respondents. The most preferred brand by married respondents after other brands was LG with 26 percent respondents and the brand least preferred among married respondents was Sony with 13.30 percent. The unmarried respondents also had liking for LG as their first choice with 27.30 percent and least preferred brands by them were Sony and Videocon with 16.3 percent each. Others which included widows, divorcee etc. liked LG the most with 27.30 percent and Samsung and Sony were the least liked by them. To check the statistical significance chi square values were calculated and null and alternate hypothesis were formed as under: H0 : Marital Status has no significant relationship in Television brand selection HA: Marital Status has significant relationship in Television brand selection Form the table 1.4(b) it can be observed that chi square value 2.107 with corresponding p value .978 which was greater than .005 (p> .005) fails to reject the null hypothesis. So it can be inferred that marital status has no significant relationship in television brand selection. 4.2.4 Credit Facilities and Brand Selection of Television Credit facilities given by dealers also play an important role in brand preference. For the purchase of the television credit facilities means whether a product is bought on cash or loan/debt. On the basis of the available data it can be presumed that cash payment was highly preferred. On the basis of the data presented in table 1.5 (a) LG was the most preferred brand on cash payment with 27 percent respondents having the brand and Sony was the least preferred brand with 14.4 percent respondents. In case of loan or debt the most preferred brand was LG with 22.9 percent and least preferred brand was Samsung and Sony with equal percent of respondents going for the brand i.e. 11.4. Therefore it can be summarized from the table 1.5(a) that people prefer buying on cash rather than loan.

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Chi square test was applied to check the significance of mode of payment with selection of television brand. Following hypothesis were framed H0 : Mode of payment has no significant relationship in Television brand selection HA: Mode of payment has significant relationship in Television brand selection The computed chi score with corresponding p value in table 1.5(b) shows that null hypothesis was rejected with p value 0.126 and it can be interpreted that it has nothing to do with the selection of a particular brand of television. 4.2.5 Income and Brand Selection of Television The role of income cannot be ignored while determining the factors that affect the selection of television brand in rural areas. Table 1.6(a) shows the liking for television brands according to their monthly income. It shows that LG was the most preferred brand in income groups Rs.0 to Rs.5000, and income above Rs.20001 with 32.10 and 29.10 percent respectively. Videocon was the most preferred brand among income group Rs.5001 to Rs.10000 and Rs.10001 to Rs.15000, and in income group Rs.150001 to Rs.20000 Samsung was the most favoured brand with 34.90percent respondents having the brand. Samsung, Sony and Videocon were the least preferred brands in income groups Rs.0-Rs.5000, Rs.5001-Rs.10000, Rs.10001- Rs.15000, Rs.15001- Rs.20000 and Above Rs.20001. To check the statistical significance of income with brand selection in case of television, Chi Square test was applied and hypotheses were formulated as below: H0 : Income has no significant relationship in Television brand selection HA: Income has significant relationship in Television brand selection From the table 1.6(b) the computed Chi Square values can be seen. It shows that chi score was 37.832 with 16 degrees of freedom and corresponding p values of .002(p < 0.05) showed that null hypothesis (H0) was rejected. Hence it can be concluded that income plays major role in the selection of a television brand.

4.3 Cultural Factors and Brand Selection of Television

Culture plays an important role in buying of any product hence role of culture cannot be ignored in studying consumer buying behaviour. Cultural factors which were included in the study were type of family, social class and caste (Yakup et. al. 2011). Following sections measures the impact of cultural factors in brand selection of television in Kinnaur district of Himachal Pradesh. 4.3.1 Type of Family and Brand Selection of Television To study the relationship between brand selection and type of family following tables were framed which show the brand preference among the type of families. Type of family here refers to whether respondent have a joint or a nuclear family. The table 1.7(a) shows that among the joint families and nuclear families LG with 23.20 and 28.50 percent was the most preferred brand while Sony with 18.20 and 11.30 percent was the least preferred brand by both joint as well as nuclear families. To study the relationship of Television brand selection with type of families i.e. joint or nuclear chi square test was applied and hypothesis were framed as under: H0 : Type of family has no significant relationship in Television brand selection HA: Type of family has significant relationship in Television brand selection To check these hypotheses computed value for chi square can be seen in table 1.7(b) which came out be 3.383 with corresponding p value .496 which was greater than .005 this means our null hypothesis is accepted and HA is rejected. Therefore it can be concluded that type of family does not play any significant role in selection of a brand. 4.3.2 Social Class and Brand Selection of Television Social class here refers to the economic status of the respondent i.e. whether he holds a IRDP or a Non-IRDP status. Therefore to find out the relationship of economic status and selection of a television brand tables 1.8(a) and 1.8(b) were constructed. The first table 1.8(a) shows the preference of Television brand among IRDP and non IRDP families and second Table 1.8(b) shows the relationship between economic status and television brand selection. From table 1.8(a) it can be seen that other brands were equally popular with LG i.e. 28.6 percent IRDP families going for the brand. In case of Non- IRDP families again LG with 26.2 percent respondents opting for the brand was leading in preference followed by Videocon with 21 percent. Sony with 9.50 and 14.40 percent was the least preferred brand among the IRDP and Non- IRDP families. This may be because of the higher price of Sony television. The table shows that in Kinnaur people buy more branded televisions. ISSN: 2249-9962 October|2012 www.ijbmt.com Page | 5

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Table 1.8(b) shows the relationship of economic status with selection of television brand. Chi square test was applied for testing of the hypothesis which were framed as below, H0 : Economic status has no significant relationship in Television brand selection HA: Economic status has significant relationship in Television brand selection For the testing of above mentioned hypothesis calculated chi square value was 1.974 with corresponding p value .741 which accepts the null hypothesis. So it can be inferred that economic status was not having any significant relationship in brand selection. 4.3.3 Caste and Brand Selection of Television The role of caste in the selection of brand was also examined. Table 1.9(a) shows the brand preference among the various castes i.e. General category, Schedule castes, Schedule tribes, and Other backward castes. It can be seen from the following table that LG was the most popular brand among the general category with 26.1 percent respondents opting for the brand. The schedule castes preferred other brands but among the mentioned brands taken for the study, Videocon was the most preferred brand by them with 27.30 percent respondents going for it. As far as preference of Schedules tribes was concerned they had liking for LG with 26.8 percent. Others backward class people had preference for other brands but in mentioned brands they had liking for LG with 42.9 percent respondents going for the television brand. Sony was the least preferred brand among all the castes.. Caste and its significance can be seen by the table 1.9(b). To examine the relationship of caste with brand selection hypothesis were framed as below H0 : Caste has no significant relationship in Television brand selection HA: Caste has significant relationship in Television brand selection The computed values of chi square with corresponding p values were mentioned in table below. It can be seen that p value was greater than .005( p>.005) which means null hypothesis cannot be rejected. So it can be interpreted that caste does not play an important role in the selection of a television brand.

5. Conclusion and Suggestions

From the above tables it can be concluded that LG was the most preferred brand in Kinnaur while it was Sony which was the least preferred brand. This may be because of better marketing activities by LG in rural areas as compared to Sony. No demographic and cultural factor was found significant in brand selection of television in Kinnaur. Among the socio-economic variables only income was found significant in brand selection of television in Kinnaur. This can be attributed because people in rural areas don not want to buy durable products on credit. They buy product according to their income. Hence it can be inferred that it was the income of the respondents which has the highest impact on television brand selection among the various demographic, socioeconomic and cultural factors taken for the study. There can be factors other than income which affect the brand preference in case of television in Kinnaur. Further studies are needed in order to explore those factors. Companies should develop product according to the income of the rural people in order to penetrate in rural markets. They should advertise their product in such a way that rural consumer can afford their products. They should come up with good finance schemes in order to meet the rural consumer demands. Only those companies can do better business in rural areas who can understand the psyche of rural consumers well.

Professor Pawan Garga, Himachal Pradesh University Business School, Summer Hill, Shimla

Vinod Negi, Assistant Professor, Everonn IIPS, Shimla

References
Deon. T (2011). The prevalence of impulsive, compulsive and innovative shopping behaviour in the economic retail hub of South Africa: A marketing segmentation approach. African Journal of Business Management Vol. 5(14), pp. 5424-5434 Kotler, P. (1994). Marketing management - analysis, planning, implementation, and control. Michael SALOMON ve digerleri, Consumer Behavior, Prentice Hall, 2006, s. 498. Philip KOTLER, Pazarlama Ynetimi, eviren: Nejat Muallimoglu, Beta Basm, _stanbul, 2000, s. 161.Prentice-Hall Inc, Englewood Clifts. 1-801 pp. Steenkamp, J.E. ( 1996). Dynamics in Consumer Behaviour with Respect to Agricultural and Food Products. In B. Wierenga, A. VanTilburg, K.. Grunert, J. Steenkamp, and M. Webel (ed) Agricultural Marketing and Consumer Behaviour in a Changing World, Kluwerd Academic Publishers, London Yakup . D, Mucahit .C & Reyan. O ( 2011). The Impact of Cultural Factors on the Consumer Buying Behaviors Examined through An Impirical Study. International Journal of Business and Social Science Vol. 2 No. 5

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List of Tables Table 1(a) Age and Television Brand Preference AGE Brand 0-30 31-40 41-50 Above 51 25 17 15 9 LG 27.80% 28.80% 26.30% 20.50% 19 14 11 7 Samsung 21.10% 23.70% 19.30% 15.90% 11 9 8 7 Sony 12.20% 15.30% 14.00% 15.90% 16 12 13 10 Videocon 17.80% 20.30% 22.80% 22.70% 19 7 10 11 Others 21.10% 11.90% 17.50% 25.00% 90 59 57 44 Total 100.00% 100.00% 100.00% 100.00%

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Address

Kinnaur

Total 66 26.40% 51 20.40% 35 14.00% 51 20.40% 47 18.80% 250 100.00%

Table 1(b) Relationship between Age and Television Brand Selection Address Value df P Value Pearson Chi-Square Kinnaur Likelihood Ratio N of Valid Cases 5.275b 12 5.482 12 250 .948 .940 .262

Linear-by-Linear Association 1.259 1

Table 1.1(a) Gender and Television Brand Preference Gender Address Brand Total Male Female 37 29 66 LG 25.50% 27.60% 26.40% 29 22 51 Samsung 20.00% 21.00% 20.40% 19 16 35 Kinnaur Sony 13.10% 15.20% 14.00% 36 15 51 Videocon 24.80% 14.30% 20.40% 24 23 47 Others 16.60% 21.90% 18.80% 145 105 250 Total 100.00% 100.00% 100.00%

Table 1.1(b) Relationship between Gender and Television Brand Selection Address Value df P Value Pearson Chi-Square 4.573b 4 .334 Likelihood Ratio 4.697 4 .320 Kinnaur Linear-by-Linear Association .069 1 .793 N of Valid Cases 250

Address

Kinnaur

Table 1.2(a) Education and Television Brand Preference Education Qualifications Brand Under Graduate Graduate Post Graduate Other 33 21 7 5 LG 23.90% 35.00% 20.00% 29.40% 35 8 6 2 Samsung 25.40% 13.30% 17.10% 11.80% 16 12 6 1 Sony 11.60% 20.00% 17.10% 5.90% 28 11 6 6 Videocon 20.30% 18.30% 17.10% 35.30% 26 8 10 3 Others 18.80% 13.30% 28.60% 17.60% 138 60 35 17 Total 100.00% 100.00% 100.00% 100.00%

Total 66 26.40% 51 20.40% 35 14.00% 51 20.40% 47 18.80% 250 100.00%

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Table 1.2(b) Relationship between Education and Television Brand Selection Address Value Df P Value Pearson Chi-Square Kinnaur Likelihood Ratio Linear-by-Linear Association N of Valid Cases 14.605b 12 14.321 12 .558 250 1 .264 .281 .455

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Table 1.3(a) Occupation and Television Brand Preference Occupation Brand Salaried Business Profession Agriculture 34 4 3 25 LG 29.60% 23.50% 23.10% 23.80% 26 2 3 20 Samsung 22.60% 11.80% 23.10% 19.00% 15 2 3 15 Sony 13.00% 11.80% 23.10% 14.30% 27 3 1 20 Videocon 23.50% 17.60% 7.70% 19.00% 13 6 3 25 Others 11.30% 35.30% 23.10% 23.80% 115 17 13 105 Total 100.00% 100.00% 100.00% 100.00%

Total 66 26.40% 51 20.40% 35 14.00% 51 20.40% 47 18.80% 250 100.00%

Table 1.3(b) Relationship between Occupation and Television Brand Selection Address Value Df P Value Pearson Chi-Square Kinnaur Likelihood Ratio N of Valid Cases 11.900b 12 12.133 12 1 250 .454 .435 .095

Linear-by-Linear Association 2.782

Table 1.4(a) Marital Status and Television Brand Preference Marital Status Address Brand Total Married Unmarried Other 51 12 3 66 LG 26.00% 27.90% 27.30% 26.40% 39 10 2 51 Samsung 19.90% 23.30% 18.20% 20.40% 26 7 2 35 Sony 13.30% 16.30% 18.20% 14.00% Kinnaur 41 7 3 51 Videocon 20.90% 16.30% 27.30% 20.40% 39 7 1 47 Others 19.90% 16.30% 9.10% 18.80% 196 43 11 250 Total 100.00% 100.00% 100.00% 100.00% Table 1.4(b) Relationship between Marital Status and Television Brand Selection Address Value df P Value Pearson Chi-Square Kinnaur Likelihood Ratio N of Valid Cases 2.107b 8 2.219 8 250 .978 .974 .463

Linear-by-Linear Association .539 1

Table 1.5(a) Credit Facilities and Television Brand Preference Credit Facility Address Brand Total Cash payment Loan/debt 58 8 66 LG 27.00% 22.90% 26.40% 47 4 51 Samsung 21.90% 11.40% 20.40% 31 4 35 Sony 14.40% 11.40% 14.00% 44 7 51 Videocon 20.50% 20.00% 20.40% 35 12 47 Kinnaur Others 16.30% 34.30% 18.80% Total 215 100.00% 35 100.00% 250 100.00%

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Table 1.5(b) Relationship between Credit Facilities and Television Brand Selection Address Value Df P Value Pearson Chi-Square Likelihood Ratio 7.186b 6.614 4 4 1 .126 .158 .045

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Kinnaur Linear-by-Linear Association 4.019 N of Valid Cases 250

Address

Brand LG Samsung Sony

Kinnaur Videocon Others Total

Table 1.6(a) Income and Television Brand Preference Total Monthly Income in (Rs.) 0-5000 5001-10000 10001-15000 15001-20000 Above 20001 17 6 6 12 25 32.10% 20.70% 15.40% 27.90% 29.10% 5 3 9 15 19 9.40% 10.30% 23.10% 34.90% 22.10% 7 1 2 8 17 13.20% 3.40% 5.10% 18.60% 19.80% 11 8 12 4 16 20.80% 27.60% 30.80% 9.30% 18.60% 13 11 10 4 9 24.50% 37.90% 25.60% 9.30% 10.50% 53 29 39 43 86 100.00% 100.00% 100.00% 100.00% 100.00%

Total 66 26.40% 51 20.40% 35 14.00% 51 20.40% 47 18.80% 250 100.00%

Table 1.6(b) Relationship between Income and Television Brand Selection Address Value df P Value Pearson Chi-Square Kinnaur Likelihood Ratio N of Valid Cases 37.832b 16 39.798 16 1 250 .002 .001 .008

Linear-by-Linear Association 6.925

Table 1.7(a) Type of Family and Television Brand Preference Type of Family Address Brand Total Joint family Nuclear Family 23 43 66 LG 23.20% 28.50% 26.40% 21 30 51 Samsung 21.20% 19.90% 20.40% 18 17 35 Sony 18.20% 11.30% 14.00% Kinnaur 21 30 51 Videocon 21.20% 19.90% 20.40% 16 31 47 Others 16.20% 20.50% 18.80% 99 151 250 Total 100.00% 100.00% 100.00% Table 1.7(b) Relationship between Type of Family and Television Brand Selection Address Value df P Value Pearson Chi-Square 3.383b 4 .496 Likelihood Ratio 3.355 4 .500 Kinnaur Linear-by-Linear Association .008 1 .927 N of Valid Cases 250 Table 1.8(a) Economic Status and Television Brand Preference Economic Status Address Brand Total IRDP Non-IRDP 6 60 66 LG 28.60% 26.20% 26.40% 4 47 51 Samsung 19.00% 20.50% 20.40% 2 33 35 Sony 9.50% 14.40% 14.00% Kinnaur 3 48 51 Videocon 14.30% 21.00% 20.40% 6 41 47 Others 28.60% 17.90% 18.80% 21 229 250 Total 100.00% 100.00% 100.00%

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Table 1.8(b) Relationship between Economic Status and Television Brand Selection Address Value df P Value Pearson Chi-Square 1.974b 4 .741 Kinnaur Likelihood Ratio 1.911 4 .752 Linear-by-Linear Association .113 1 .736 N of Valid Cases 250 Table 1.9(a) Caste and Television Brand Preference Caste Brand General Schedule Caste Schedule Others Tribes 12 7 44 3 LG 26.10% 21.20% 26.80% 42.90% 8 7 34 2 Samsung 17.40% 21.20% 20.70% 28.60% 6 2 26 1 Sony 13.00% 6.10% 15.90% 14.30% 10 9 32 0 Videocon 21.70% 27.30% 19.50% 0.00% 10 8 28 1 Others 21.70% 24.20% 17.10% 14.30% 46 33 164 7 Total 100.00% 100.00% 100.00% 100.00%

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Kinnaur

Table 1.9(b) Relationship between Caste and Television Brand Selection Address Value df P Value Pearson Chi-Square 6.802b 12 .870 Likelihood Ratio 8.401 12 .753 Kinnaur Linear-by-Linear Association 1.546 1 .214 N of Valid Cases 250

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