Methodology

To study the above specified objectives, first attempt was made to identify the values attached to the product television. Pre-test two was conducted with a sample size of thirty to standardize the questionnaire contains a list of 28 attributes relating to the product, television. The respondents were asked to indicate the level of importance attached to each attribute.

The second part of the questionnaire was intended to measure the expectation level of values identified by the pre-test I and the third part relating to the experience level of these values.

Corn-bach alpha was used to measure the reliability of the questionnaire. The alpha value reflected the high degree of internal consistency. With certain deletion of listed values the questionnaire was finalized for further study.

Sampling Design
The sample for the study was drawn from Annamalainagar by taking a random sample of 100 respondents, 79 were found to be fit for further analysis.

Tools for Analysis
The generated data had been duly analysed using the statistical tools viz., factor analysis, rank correction test for agreement, ANOVA and ‘t’-test.