Marketing

Chapter One: Introduction

1.1 Origin of the Report:

The report on “Fishbein model and competitor strategies” was started by us under the instruction of our course instructor Dr. Humayun Kabir Chowdhury Adjunct Faculty, MBA Program, Department of Business Administration, East West University.

1.2. Objective of the report

The objective of the report is to find the factors, which affect the consumer’s choice on different TV Brands. Thus it will help us to understand their attitude toward preference on desired TV features and such other related important things.

1.3 Scope of the Report:

This report will represent the practical aspect of fishbein model on five television brand as well as possible strategies for these firms.

1.4 Methodology

In order to prepare the report we mainly worked with primary data. At first we went to 40 students and asked them to name one factor that is their desired feature for choosing a bank. Then we gave weight on those factors on the basis of the answers provided by them. Then we offered the participants to fill up a questionnaire. Based on that, we have entered the data into MS- Excel and got the result and then explained that.

1.5 Limitations

We used convenient sampling method and for this reason took only students in our sample. Our project is on consumer preference in choosing a TV brand. But student do not have enough disposable income and as a result have limited access to enjoy different TV brand offers. There is debate to take only students in sample. But many researchers should positive side of choosing students as sample.

There might be some lack of the adequate answers. In some of the cases, participants rushed through the questionnaire. As we have surveyed on the students of the BBA and MBA program of East West University, there certainly are some limitations and scope in their thinking. Because many of them do not have practical knowledge about various offers of TV the brands. On the other hand...