A Study on Consumer Buying Behavior and Customer Satisfaction

This book titled "Consumer Buying Behavior and Customer Satisfaction Towards Eye Plus Smart TVs" analyzes customer preferences and satisfaction levels in Coimbatore. The smart TV market in India is growing rapidly due to digital entertainment and internet usage. Eye Plus is an emerging brand offering affordable smart TVs with modern features.The study is based on a survey of 120 respondents using a structured questionnaire. Findings show that most consumers are young, middle-income earners, and regular smart TV users. Price is the most important factor influencing purchase decisions, followed by picture quality and smart features. A majority of respondents have purchased Eye Plus TVs, indicating good acceptance.Customer satisfaction levels are high, mainly due to value for money and product performance. However, after-sales service requires improvement. Many customers are willing to recommend the brand and consider repurchasing.The study concludes that Eye Plus has strong growth potential if it improves service quality, enhances features, and strengthens marketing strategies.