Title:
Scope and Potential of Teleshoping
in India: Case Study of Punjab State
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 regarding
teleshoping as a trading medium and their willingness to go in for teleshopping.
The study was conducted through an instrument in the form of structured,
undisguised and unbiased questionnaires, and data so obtained was analysed
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.