Authors: Assistant Professor Ms. Abinaya J, Mr. Shane Robinson
Abstract: The rapid advancement in technology has transformed the television industry, with Smart TVs emerging as a dominant product in the consumer electronics market. This study examines consumer behaviour towards Smart TV with special reference to purchasing patterns, brand preferences, and post-purchase satisfaction. The research focuses on understanding the key factors that influence consumers while buying a Smart TV, including price, features, brand image, and after-sales service. A structured questionnaire was administered to 120 respondents in Orathanadu, Tamil Nadu. The findings of the study reveal that display quality, smart features, and pricing are the most influential factors. The study aims to assist manufacturers and marketers in designing better strategies to meet consumer expectations and enhance market penetration of Smart TVs
