Analysis

To identify the value dimensions of television, factor analysis was carried out. The eight factors having Eigen values greater than 1.0 were extracted. These eight factors represented by 65.8 per cent of the variance of the attributes considered for the study.

The factors identified were ‘technology, aesthetic value, durability, service, physical characteristics, status, economic value and functional value.

The priority of values identified by the respondents was studied using Friedman’s two-way ANOVA. The test confirmed the existence of significant differences among their perception levels of values at 1 per cent level. Further, non-parametric multiple comparison test was also done to identify the order of priority among the perceived values.

Expectation and experience levels of values derived by reducing the attribute using factor analysis were measured using 10 point scale. I was talking with owner of blinds store who are selling vertical blinds and roman shades online, he says that factor analysis helps them to find out the trend and interest of their clients in their blinds product.

From the paired‘t’ test economic and aesthetic values, durability, and service were found to be significantly distributed. Further, aesthetic and economic values were found to be positive. It implied that the experience levels for these values were distributed in the higher side than the expectation. But, in the case of durability and service the t-values were found to be negative which implied the experience of these values were negative but significant. Negative sign indicates that the experience of these values was found to be less than the expected level and the differences were also significant.

Advances in Database Marketing

While the idea of storing customer data in electronic formats to use them for database-marketing purposes has been around for decades, the computer systems available today make it possible to gain a comprehensive history of client behavior on-screen while the business is transacting with each individual, producing thus real-time business intelligence for the company. This ability enables what is called one-to-one marketing or personalization.

Today's Customer Relationship Management (CRM) systems use the stored data not only for direct marketing purposes but to manage the complete relationship with individual customer contacts and to develop more customized product and service offerings. However, a combination of CRM, content management and business intelligence tools are making delivery of personalized information a reality.

Marketers trained in the use of these tools are able to carry out customer nurturing, which is a tactic that attempts to communicate with each individual in an organization at the right time, using the right information to meet that client's need to progress through the process of identifying a problem, learning options available to resolve it, selecting the right solution, and making the purchasing decision.