Overview

An India-only online market research study was conducted to evaluate television purchase behaviour among Indian consumers as part of a pre-evaluation campaign. The study focused on understanding insights from both recent TV buyers (within the last 6 months) and future intenders, capturing key factors that influence purchase decisions in a competitive consumer electronics buying journey in India.

The research delivered a comprehensive view of brand consideration, price sensitivity, TV feature preferences analysis, and consumer expectations, helping stakeholders assess market readiness and positioning ahead of campaign execution.

Business Challenge

The television category in India is highly competitive and feature-driven, with consumers evaluating multiple brands, technologies, and price points before purchase. The client required:

• Access to accurately profiled, high-income (SEC A) consumers

• Clear differentiation between recent buyers and future intenders

• Reliable insights into brand consideration and feature expectations

• Strong fraud-prevention and quality controls to ensure data authenticity

• Balanced representation across cities, age groups, and gender

Reaching genuine TV buyers and intenders online while maintaining high data quality was a critical challenge.

Approach

An online quantitative B2C research in India was executed in India using a robust panel and quality framework at Xcel Global Panel:

• Target audience: Male and female respondents aged 18–99 years

• Geography: Metro and Tier 1 cities in India

• Socio-economic classification: SEC A (high-income households)

• Respondent type: Recent TV buyers and intenders (last 6 months)

• Length of interview: ~15 minutes

• Incidence rate: ~60%

The study implemented:

• City-wise quotas across Metro and Tier 1 locations

• Cross-quotas for owner vs intender, age, and gender

• Comprehensive fraud detection and data quality checks throughout fieldwork

This approach ensured reliable access to the right audience while delivering timely and actionable insights.

Results

• Successful engagement with genuine TV buyers and intenders across key urban consumer

• Clear insights into preferred price bands and TV brand consideration

• Identification of key features influencing television purchase decisions

• Robust, high data quality checks supported by strong fraud prevention mechanisms

• Actionable consumer insights to support pre-campaign consumer evaluation and strategic planning

Want to turn insights like these into smarter market decisions? Connect with our team to design a pre-campaign consumer research study that delivers reliable, decision-ready insights.