Abstract:

Television, the prime source of entertainment, is emerging as an important medium of conducting business. The increasing importance of television in retailing lead to the decision to undertake present study. The study was conducted in Punjab which is known as the industrial hub of whole country. The respondents of the study were the persons who had access to television. The study was carried out with an aim of determining the market perception of the respondents and various marketing practices adopted by different companies regarding teleshoping. Various marketing strategies were studied through secondary data collected through personal visits and telephonic interviews with the concerned sources. Primary part of the study was conducted through an instrument in the form of structured, undisguised and unbiased questionnaires, and data so obtained was analyzed using appropriate statistical tools. The results thus obtained revealed that teleshopping was perceived as a convenient and time saving medium. Majority of respondents felt shopping through TV as equally good as shopping through traditional mode; and majority were willing to go in for TV and they perceived teleshopping as an upcoming mode of retailing. But its acceptance is marred by problems like rigid mindset of consumers and lack of infrastructural facilities. Regarding future of teleshopping, respondents believed that teleshopping will supplement retailing, but not substitute retailing in future.