Measurement of Consumer's Attitude towards Brands of Color Television (CTV) in Bangladesh : An Empirical Study
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概要
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The core of the present study is to examine the attitude of consumers towards the brand of Color Television (CTV) in Bangladesh based on the Mertin Fishbein's Multiattribute Attitude Model. Some important attributes that affect the brand's choice behavior of CTV have identified where consumers give special emphasis. Total 8 brands out of 24 and ten attributes out of 29 have been taken for the convenience of the study. It reveals from the study that Samsung bears highest and National bears lowest brand image among the selected brands to the consumers. Means differences of different attributes for different brands are measured through ANOVA for test of significance. The Duncan's Multiple Range Test has been applied for assessing and comparing different mean values and find out the range from one to another. Outcomes of the paper may be used as an index by the CTV manufacturing companies for improvement of their product and formulating marketing strategies as well.
- 2003-12-20
著者
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Hossain Md.
Department Of Biofunctional Chemistry Graduate School Of Natural Science And Technology Okayama Univ
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Hossain Md.
Department Of Marketing University Of Rajshahi
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