which is expected to continue, though at
a slower pace (CRIS INFAC, 2006).
Certain attributes that are common across
segments are evaluated and are cable TV
compatibility, number of channels, sound
system and fully operational remote.
Some of the influencers that act as
clinchers are discount offers, deals, tradein
offers and instalment offers.
B. FIRST TIME BUYERS
This constitutes people who are
purchasing a colour television for the first
time. They comprise 18 per cent of the
market. They primarily belong to nuclear
families. The structure of these families is
either DINK (double income and no kids)
or SINK (single income and no kids). The
other section that makes up this segment
is the bachelors living alone for the
purpose of jobs or higher studies. The
fixed or planned budget and the
compatibility with the small
establishment are two major factors that
drive the nature and direction of
information search in this segment.
In this situation, the wide screen models
are mostly out of the consideration set of
the purchasers in this segment. The role
of the wife in the information processing
and decision-making stages is a
significant characteristic of this segment.
There is preference for technically
intensive data that come from a
professional source and not necessarily a
blind preference for personal data
sources. Interestingly, the technical,
largely feature and benefit based
evaluation gets interspersed with
aesthetic considerations like shape, etc.
because of the influencing role that the
wife plays in the decision making process.
Hence, important differentiating factors
in this segment are: shape; colour of the
cabinet; size of the speakers; position of
speakers and other accessories. Although
price plays an important part in the
decision making process, discounts and
trade-ins do not enjoy as much popularity
with this segment as with the previous
The inclusion of a warranty contract or the