Sony Center

(Exclusive Show Room) Swaroop Nagar, Kanpur

Training Certificate
Name of Student Institute Branch/year
Start date of training End date of Training Project Title

Manish Kumar International Institute of management & Entrepreneurship MBA-marketing/2010-2012 September20 , 2011 October31 , 2011 Buying behavior /need Analysis &Generation of Prospective customer List for Sony P roduct
th th

Neeraj Kadia

Dealer (Sony Center, Kanpur)

Date:-31/10/2011

A cknowledgement
I would like to thank Ikya Human capital solution Pvt. Ltd. for givingg me this opportunity. I would like to thank MR. V.K. Shukla (Mentor of IIME) for taking interest in my project amidst his busy schedule. I extend my heartful thanks to for the constant and valuable guidance by him though out my course.

I express my deep gratitude towards Mr.Vivek Chhugani (Area Sales Manager), Kanpur, for giving me permission to do the project in their organization and their valuable guidance at the company durin g the execution my project work at Sony Ex clusive, Kanpur.

I would like to take the pleasure of this opportunity to express my heartful gratitude to my guide Mandakini Maam (Faculty Member, IIME) who took personal interest and gave valuable suggestion thro ugh out my field work and completion of the project.

I thanks all my faculty member of MBA department tor their valuable suggestion throughout my course.

The importance of the moral support and good wishes of my parents and friends is external and I am very much i ndebted to them.

Finally, I thank all my friends who directly or indirectly helped me a lot d uring my project

MANISH KUMAR International Institute of Management and Entrepreneurship

Declaration

I Manish Kumar here by declare that project Entitled A Project report on Consumer buying behavior of Sony Product in Kanpur is the outcom e of my research work. No part of this research has been su bmitted earlier to any institution or University for the a ward of any other Degree/Diploma. The sources of material, d ata used in this study have been acknowledged.

Date: - 31/10/2011 Place: -Kanpur

(Researcher)
Manish Kumar

Exe cutive Summary

One of the most recognized brand names in the world today, Sony Corporation, Jap an, established its operations in India in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 12 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the countrys foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior q uality, digital concepts and perssonalized service that has ensur ed loyal customers and nationwide acclaim in the industry. In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. Manned by customer friendly and informed sales persons, Sonys exclusive stores Sony World are fast becoming the most visible face of the company in India.

Table of contents
Detailed Study
Introduction Objective of Study Limitation of Study Research Methodology Marketing R esearch R esearch Methodology R esearch Design &Sampling Data collection Company Overview B ackground of Company C ompany Profile Product range C omparison of Sony & LG C omparison of Sony & Samsung S WOT Analysis 4 Marketing S trategies Marketing Strategies C ompetitors Milestone of Sony Product 5 Position of S ony in electronic Market Data Interpretati ons Conclusion Bibliography Questionnaire 28 30 33-40 42 44 45-47

S.No.
1

Page No.
9 10

12 14 15-20 22-24

49 51-56 57-59 61-62

6 7 8 9

63-78 79 81 83-87

Introduction

Introduction

The essay inte nds to discuss why it is necessary to understand competitors and how understanding of competitors can help successful planning of marketing activities. The essay intends to deter mine the importance of strategic marketing planning a nd its need of understanding a companys rival. Through the essay a better understanding of strategic marketing planning, a nd the need to know competitors will be made.

Ob jective of Study
The objective of the summer Training is to ensure that I as a management student d evelop in real life for handling the specific project and also to develop all roundness in various management activitie s related to the area of my speci alization. This training gives me a substantial corporate exposurre and also serves as useful tool of interaction with the corporate sector.

The project has been derived from the field of Marketing and is entailed as Buying Behavior/Need Analysis & Generation of prospective Customer List for Sony Products in Kanpur, Uttar Pradesh

The main idea behind this project is: To study the buying pattern of people towards co nsumer goods. To determine the major factors influencing the buying decision process of the target group. To set out some basic marketing implications for the marketers to cater to different needs of the targets group.
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4.To have some insights on the relationship betweenmarketing stimuli and youth responses. 5. To serve as guideline for further research in this area.

LIMITATONS OF THE STUDY

1) Time constraint serves as the main limitation for the study. As the project study is vast nature and customer has l ess time to give answer. 2) Language barrier is also a big limitation for custom er as well as interviewer. 3) Study is area specific

10

R esearch Methodology

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Marketing Research:Marketing research is the function thats links the consumer, customer and public to the marketer through information, that information use to identify & define marketing opportunities and problem, generate and evaluate marketing action and monitors marketing programme and improve understanding marketing process -American Marketing A ssociation

Importance Marketing Research: To Make Marketing Decisions Survive the Competition Helps to Decide Target Markets Maximize Profit s Increasing the Sales

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Consumer behavior: Consumer behavior is the process whereby individuals decide whether what, when, where, how and from whom to p urchase goods on services. - Walter and Paul

Importance of Consumer Behavior: To design the optimal product or service for customers. To determine where the product or Service shoulld be available that would easy for the customers to buy. To determine what price will the customers give up purchasing produ ct or service? To determine which method of Promotion would be most effective for getting the customers to buy a prod uct. It helps in changing the behavior of the consumers. To improve perf ormance of the organization. To achieve the organizational objectives.

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Research Metho dology:It is the procedure use in making systematic observation and obtaining data, evidence on information as a part of re search process.

Sample Size:Sample size is the nu mber of observations used for calculating estimates of a given population. For example, if we in terviewed 30 random students a t a given high school to see if t hey liked a certain music artist, "30 students" would be our sample size.

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Research design:A research design is a systematic objective and scientific plan developed for directing a research study. It constitutess the overview for data collection measurement and analysis of data.

Need of research design

Ensuring research progress in right direction Minimizing time and cost of research Encouraging coordination and effective organization Minimizing bias and maximizing the reliability o f the data collected and ana lysed.

Formal research design Completely ran domized design:It involves only two principal: The principal of replic ation and randomization. When experimental areas homogenous for study, CR design is used in this condition.

15

Randomized block design:It is an improvisation to CR design. Along with other two principal, local control can be applied in RB design. Latin Square design:-

For agriculture related researches, LS design is used. The treatments in an LS design are also allocated among the plot that no treatment occurs more than once in any row or column. Factorial design:When more factors are showing more than one effectss, factorial design is used for suc h studies.

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Type of Sampling

1. Pure research It is done only for sake of knowledge. Intenension is not to apply it in regular practice. Pure research is also called basic or fundamental research. New theory or refinements of an existing theory are developed with the help of pure research .It lays foundation for applied research. It helps in finding critical factors in a problem. 2. Applied Research When real life proble m require some solution and decision making applied research is carried on. Means applied research is problem oriented and action directed. It brings immediate and practice research exa mple marketing research carried on for identifying chase customer habits to purchase so.

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3. Exploratory Res earch

When researcher has no knowledge or little knowledge about unfamiliar problem .r esearcher makes the preliminary study. The objective of this research is to generate new ideas gathering new facts precise form ulation of problem. At the fir st level is the discovery of signifficant variable in particular situation; at the second, the discovery of relationship between variable. -Kartz

4. Descriptive Research
This research is simple in nature and in its application. It is more specific exploratory r esearch. It focuses on problem under study and also aims at a clas sification of the range of elements comprising the subject matter of study. It highlights m ethod of data collection and interpretation. 4. Diagnostic Resea rch It aimed towards in de pth approach to reach the basic casual relation of a problem and possible solution for it. Probblem formulation, defining the population correctly for stud y purposes, proper meth ods for collecting accurate information ,correct measurement of variable , statistical and test of significance are essential in diagnostic research.

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5. Experimental Research
To have the understanding of the effects of particular variable in a process by keeping other variable constant or controlled experimental research is used. It developed the relationship among variable i.e. ho w they are related to each other.

6. Analytical Study
Quantitative data is an alysis with the help of mathem atical models or statistical te chnique applicable to numeric data. In other words Analytical study is also called as statistical method.

7. Historical research
When finding have to be made with the help of old existing source like document al and other information sources to understand events an ides of the past ,historical research is very useful.

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Sample design:A procedure or plan drawn up before any data is collected to obtain a sample from a given population. Also known as sampling plan, sample design.

Non Prob ability Sampling Methods

Convenience Sampling:Where the researcher questions anyone who is availab le. This method is quick and cheap. However we do not know how representative the sam ple is and how reliable the result.

Quota Sampling: Using this method th e sample audience is made up off potential purchasers of your pr oduct.

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For example if you feel that your typical customers will be male between 18-23, female between 26-30, then some of the respondents you inter view should be made up of this group, i.e. a quota is given.

The judgment sample: A judgment sample is obtained according to the discretion of someone who is familiar with the relevant characteristics of the population.

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Data Collection
The project consisted of analysis of performance of the several consumer durable brands. In this particular project fu ndamental research was also carried out which attempted to explore knowledge through methods like personal interaction with the customers. Data Collection Met hods Primary data Secondary data

PRIMARY DATA:Primary data is data th at has not been previously published, i.e. the data is derived from a new or original research study and collected at the source , e.g., in marketing, it is information that is obtained directly fr om first-hand sources by means of surveys, observation or experi mentation The information provided by the customer & staff members. Through the personal interaction with the help off questionnaire.

22

Advantage primary data:

It is the original type of data. It is possible to capture the changes occurring in the course of time. It is flexible to the advantage of researcher the sa me data can be utilized b y researcher for multiple dimension scientifically Extensive resear ch study is based on primary data

Method of collecti ng primary data

Interviewing Observation Experimental Mail survey Projective technique Simulation

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SECONDARY DATA
"Secondary data are t hose already in existence for so me other purpose than the answ ering of the question in hand." - M.M. Blair Websites of consumeer durable brands. Like Sony, Sa msung, LG etc.

Advantage of seco ndary data

Secondary data is easily accessible and does not cost much to researcher depending on its availability. Long historical period can be analyzed by researcher with less cost, which is an added advantage of using secondary data The secondary d ata use ensures that availability of data for making scientific generalization from the studies. Environmental and culture setting are required foor the study.

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Coompany Overview

25

Company Overview

Company: Managing Director: Date of Establishment: Location:

Sony India Pvt. Ltd. Mr. Masaru Tamagawa November 17, 1994 A-31, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi 110044, India. 728 Rs. 550 million 100% subsidiary of Sony C orporation, Japan Delhi, Haryana, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow, Pune, Ahmadabad, Indore, Cochin, Coimbatore, Ghaziabad, Guwahati, Mangalore and Ranchi
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Staff Strength: Share Capital: Share Holding: Branch Offices:

Business Activities:

Mar keting, Sales and After-Sales Service of electronic products & software exports Products: Televisions, Hi-fi Audios, Home Theater systems and DVD players, Personal Audio (CD/Cassette Radio Players and Wal kman), Audio Video Accessories, Car Audio and Visual Systems, Notebooks, Gaming Cons oles, Camcorders and Digital Still Cameras, Digital Imaging Accessoryy (Batteries, Chargers, Microphone, Photo Printers), Mobile Phon es, Recording Media and Energy Devices, Broadcast and Professional products.

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Background of the company

Sony Corporation is a Japanese electronics ma nufacturer, with headquarters in Tokyo. Sony designs, manufactures, and sells electronic equip ment. It is a leader in the development of consumer electronics goods, such as videocassettee recorders, cellular and cordless telephones, compact disc equipment, and television systems. Sony also manufactures computers and related devices (2003). Sony actively encourages inn ovation by its employees. Design engineers are given budgets and time for innovation and experimentation. The company holdss an annual contest in which engineers show off their prototypees; bonuses are awarded to those whose prototypes are selected for eventual manufacture and marketing. Sony continually makes and offers new products, most of which are tested in the Japanese market. Sony has been particularly successful in the United States market; however, it is outsold in Japan and elsewhere by Matsushita, another Ja panese electronics giant (2003).

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Overview
One of the most recognized brand names in the world today, Sony Corporation, Jap an, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 15 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the countrys foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior q uality, digital concepts and perssonalized service that has ensur ed loyal customers and nationwide acclaim in the industry. With brands names such as BRAVIA, BRAVIA Theatre, Cybershot Handy cam, VAIO, Walkman, Xplod, Memory Stick PlayStation Sony has established it self as a value leader across its various product categories of Audio/ Visual Entertainment products, Information and Communications Recording Media, Business and Professional products. In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 5000 dealers
29

and distributors, 240 e xclusive Sony outlets and 19 direct branch locations. Manned by customer friendly and informed sales persons, Sonys exclusive stores Sony Center are fast becoming the most visible face of the company in India. Sony India also has a strong service presence across the country with 20 company own ed and 190 authorized service centers and 16 exclusive demonstration centers. A distinctive feature of Sonys service is its highly motivated and well-trained staff that provides the kind of attentive and sensitive service th at is rare today.

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C ompany Profile
In a burnt-out departm ent store in Tokyo in 1946, just after World War II, Masaru Ibuka and Akio Morita , runni ng a company then know as Tokyo Tsushin Kogyo (Tokyo Tele communications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kicckedoff their desire to produce products for everyday life.

In 1958, the company name was changed to Sony Corrporation and since then, Sony has become one of the most reco gnized brand names in the hi story of the modern world. From the outset, Ibuka and Morita strove to develop exciting products to fulfill people dreams. From its first transistor radio in 1955, to the Trinitron, Walkma n, Beta cam , Handy cam, the C ompact Disc and the floppy disc .Sony has continually made things better, smaller and mo re innovative than ever thought possible.

Sony Corporation now spans a range of indu stries inc luding audio visual electronics, information tec hnology, broadcast, telecommunications, entertainment, satellite broad casting and even insur ance and finance.

Throughout the world today, Sony stands for innovation, state of the art techn ology and superior quality. Leading into its next fifty years, Sonys vision is to offer people exciting new produc ts and new lifestyles and rem ains
31

committed to the challenge of creating and realizing these dreams

Sony in India
Sony is not new to In dia. Whether it was the television, or the walkman, a Sony alw ays remained a must in the wish list of any Indian, returning home from abroad This love for the brand culminated in a new relationship when inspired by a reform friendly Indian business environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on16th January 1995

COMPANY MI SSION
Sony India focused towards making a difference in the lifestyles in the Indian market and open up new vistas of entert ainment in the country. Sony India remains committed towards offering new age technology and digital concepts while worki ng hand in hand with the Indian industry to produce and sell exceellence. Their consistent com mitment towards service has brought the company quite closer to the Indian customer.
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Product range of Sony

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Product range of Sony

BR AVIA LCD TV 46NX720 Series BRAVIA Full HD 3D TV

Dynamic Edge LED Optic Contrast and C ORNING's Gorilla Glass Panel Wi-Fi Integrated Monolithic Design Full HD 3D features a built-in 3D Transmitter X-Reality picture engine

C yber-shot Digital Cam era

16.2 Mega Pixel T Series 5x Optical Zoom Ultra-Slim Cyber-shot (Black )

16.2MP Exmore R CMOS Sensor Ultra Sleek & Compact Body (Only 12.2mm thin) 5x Optical Zoom & 10x Clear Image Zoom Superior Auto for Hig h Quality Images 7 Picture Effect Mode s AVCHD Full HD movie recording
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VAIO Notebooks

VAIO E-Series

Intel Core i5-2430 Processor 2.40 GHz with Turbo Boo st up to 3.00 GHz Genuine Window 7Home Premium 64-bit 15.5 wide TFT co lor display (LED backlight)

TM

Sony Tablet
TM

Android 3.2 Easy to carry and eas y to watch with 9.4 Trublack Touch Screen Display Swift and smooth touch experience with quick view and quick touch

35

Handy cam Camcorder

HDR-PJ50E

Exmor R CMOS Se nsor 29.8 mm wide angle S ony G Lens Built-in Projector 220GB HDD Optical Steady Shot w ith Active Mode 7.1M still picture

Walkman MP3 Players

16 GB capacity Superior sound quality Superior visual quality

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Blu-ray Disc Players

Digital SLR / SLT Cameras

10fps continuous sho oting with auto focus Quick AF Full HD Movies Recording 16.2 MP Exmor CMO S Sensor

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PlayStation3
Console dimensions (approx.) (W/H/D) Console mass (approx.) CPU GPU Sound Memory Wireless Controller (Bluetooth) BD/DVD/CD Driver (Read Only) PlayStation2 Compatibility 290 x 65 x 290 mm 3.2 kg C ell Broadband Engine R SX
D olby Digital Plus / Dolby Digital 5.1ch / DTS 5.1ch / LPCM 7.1ch / AAC / etc 256MB XDR Main RAM / 256MB GDDRR3 VRAM Y ES

B D 2x (BD-ROM) / DVD 8x (DVD-ROM ) / CD 24x ( CD-ROM)

No

38

H ome Theatre Systems

Headphones

Hi-Fi System

39

Vo ice Recorders

St orage & Recording Med ia

Business & Professional

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Comparison of Sony and LG

41

Sony(BX320) Bravia Engine HD Ready Digital Noise Reduct ion 2 HDMI

LG(LK311) 2011XD Engine HD Ready Noise Reduction 2 HDMI

Sony(CX320) Bravia Engine HD Ready Digital Noise Reduction 2 HDMI FM Radio Light Sensor USB

LG(LK332) 2011XD Engine HD Ready Noise Reduction 3 HDMI

USB

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COMPARISI ON OF SONY AN D SAMSUNG

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Sony(CX320) Bravia Engine HD Ready Digital Noise Reduction 2 HDMI FM Radio Light Sensor USB

Samsung(D450)
Dnle HD Ready Noise Reduction 1,2 HDMI 10w+10w
+

JPEG Format

Sony(NX520) Bravia Engine Full HD Digital Noise Reduction 2 HDMI FM Radio Light Sensor USB(Maximum Form at)

Samsung(D550) Hype-real Engine Full HD Noise Reduction 4 HDMI 10w+10w JPEG Format

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S WOT Analysis o f Sony

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SWOT An alysis of Sony Product

Strength
Sony has build up a good brand image & customer loyalty by his service & quality. Same price in all over in India is also a great attraction for customer. Service wise So ny is the best among all his competitors, shops ambience, environment and location is very convenient. To provide be tter service Sony conducts the Service camp & Training and keep its em ployee update

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Weaknesses
High cost manufacturing base leading to lower m argins . Legal proceeding s likely to hamper corporate image.

Opportunities
Sony is leading b rand in consumer durable market because of its better service and quality. It has a professionalism, good service attitude and knowledgeable staff and employee. Because of keen foresightedness of future deman d and customer perception, Sony can beat all the competitors.

Threats
Unfavorable foreign exchange rates likely to imp act margins Impact of the global economic slowdown

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M arketing Strategies

48

Marketing strategies
Management of a firm needs strategy, to make sure that everything goes we ll in the company, throug h the use of strategic managem ent everything done in the company is well organized and no detail is being left out. The company needs strategic management to make sure that the company is doing well internally. The term strategic management originates from the Greek lang uage, where the word means the art of a general. The person w ho makes strategies is the strate gist who is the leader of an army (1991). Strategic manage ment decisions have multifunctional and multi-business consequences, this kind of decision require broad consideration of the firm's external and internal en vironments, and it may affect the firms chance of prosperity. It is important to know what strategy is about, what can it do help th e company prosper, what will happen if not used properly, what are the advantages and disadvantages of having a strategy. Strategy is a plan that assimilates the companys major target; policies and rules; decisions and s equences of action into organize d whole. It can apply at all level s of organization and pertain to any of the functional areas of ma nagement (2000). Strategy is pllagued by a stigma of unsystematic reasoning (1988).

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It is incomplete search for strategic alternatives, and bounded rationality (1960) influenced this perception. Strategy is a combination of the companys objectives, policies and decisions to be done in unison or contingent upon each other. Marketing strategy thus refers to how a companys products or services its trade is presented to consumers in an effective manner as to gain loyal costumers. Strategy can be used in different ways, one of which is through marketing. Using strategy in marketing makes it more convincing and effective. Strategy makes sur e that nothing wrong happens in the marketing process in the company. Marketing strate gy is a way to capture a niche in the consumer market. Businesses utilize it to gain following and exploit their maximum and/or optimal profit capabilities. Strategic marketing is the way co mpany sells the product it has wit h less difficulty and more readi ness to face competitors. Strategic marketing makes sure that the company uses all of its resources to counter its competitors. Strategic marketing planning is a procedure wherein the strateggies used to sell product is carefully studied and analyzed so that the company can compete well and have advantage with rivals.

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COMPETITORS
All firms have strate gic windows and some of these windows open out on to markets that are shared with other firms. Where windows share views over the same market, competiition exists. It is important to understand how different firms view the same market since their perceived and actual windows of opportunity will not all be the same. The nature of competition and the factors which influence it are explored along with how firms identify competitors and how they use product possitioning to obtain a competitive advantage. Attention is paid to how firms define their marketing strategies and analyze the competitive positions of rivals ( 2000).Consideration is given to the various sources of informatio n available to firms that enable them to gauge competitors strengths and weaknesses. Success in the market place depends not only on an ability to identify customer wants and needs but also upon an ability to be able to satisfy those wants and nee ds better than competitors are able to do. This implies that organizations need to look for ways of achieving a differential advantage in the eyes of th e customer. The differential advan tage is often achieved through the product or service itself but so metimes it may be achieved through other elements of the marketing mix (2000).

An important thing the company should be wary of is to understand competitors. Gaining knowledge against competitors helps in creating meas ures to gain advantage against
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competitors. To know and have an in depth knowled ge of the competitors the company can use different kinds of strategy such as porters generic strategy. Determining and having added knowledge about the competitors help in planning marketing activities through distinguishing and forecasting what activities rivals may use and wh at strategy they might implement. Having added knowledge crea tes a way for the company to prepare for anything competitors might do and it helps in planning marketing activities th at focus on having contingency measures against competitors. Sony although already a well known and successful company still uses strategic marketing planning thatt keeps the company alive in its industry. This strategic marketi ng planning keeps Sony alive against its competitors. Sony shouldd still know and acquire all information they can with reggards their competitors. The competitors activities, background and actions should be known by the company so that in planning marketing activities they know which things will be done by the competitors, what kind of actions the competitors will do in certain situations, and what future things the competitors might do. Sony should not be complacent with the things they know about the competitors. They should strive to find out things about the competitor s that cannot be visibly noticed. Through the use of certain st rategies like porters generic strategy the company might be able to know more about competitors and through such information they can plan strategies to conquer this competitors.

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COMPETITOR S PROFILE

Samsung
The Korean company Samsung has grown to become one the worlds leading electroniccompanies, specia lizing in digital appliances and med ia, semiconductors , memory and system integraation. Today Samsungs innovative & top quality products & processes are world re cognized. The digital age has brought revolutionary change and opportunity to globa l business, and Samsung has re sponded with advanced technology, competitive products, and constant innovation. Samsung, see every c hallenge as an opportunity and b elieve that it is perfectly positioned as one of the world's recognized leaders in the digital technology industry .Its commitment to being the world's best has won the No.1 global market share for 13 products, including semiconductors, TFT-LCDs, m onitors and CDMA mobile ph ones. Looking forward, and making historic advances in re search and development of its o verall semiconductor line, in cluding flash memory and non-memory, custom semi conducto rs, DRAM and SRAM, as well
53

as producing best-in-class LCDs, mobile phones, digital appliances, and more.

54

LG
The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life. LG Electronics was e stablished in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances such as radios and TVs. LG Electronics has unveiled many new products, applied new technologies in the form of mobile devices and digital TVs in the 21st century and continues to reinforce its status as a global.

LCD TV Plasma TV Ultra Slim TV Flat TV

55

H ome theatre

MO BILE PHONE

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Milestone of Sony

57

Milesto ne of Sony Product

195019551960197119821990200020012002200320032004Japans first magnetic tape recorder, the G-type launc hed Japans first magnetic transistor radio, the TR55lau nched World first TransistorTVT8-301launched 3/4 in ch umatic color cassette player the VP1100 Worlds first CD player, the CDP-101 launched Hi definition Ready, 16:9wide aspect ratio, 36 television Sony playstation2 with 128-bit Emotion Engine Info-stick Bluetooth module, developed Pcg- u1this was worlds smallest and lights pc running Microsoft Windows XP First Qualia product launched First Blue-ray Disc product launchedd First-generation liquid crystal display
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200520062006-

Launch ed BRAVIA series of wide screeen LCD TVs feature live color creation HDR- UX1 world first HD cam recordeer Play station 3

59

Position of Sony in Electronic M arket

60

Share Market Po sition Sony in Electronic Goods

Others, 9% Onida, 4% Penasonic, 7%

Sony, 27%

Videocon, 9%

LG, 21% Samsung, 23%

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USPS OF THREE MAJOR BRANNDS

Name of Company
Location Wisse Service Attit ude Pricing Wise Professionalism Quality Wise Product availability Information Support Knowledge o f a Staff Staff Availab ility

SONY
Good Excellent Best Excellent Excellent Best Best Best Good

LG
Good Average Poor Good Good Best Average Average Good

Samsung
Good Poor Good Average Excelllent Best Poor Good Good

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Data Inte rpretatio n

63

 Gender wise classification of respoondents

Gender
Female 40%

Male 60%

64

Size of Family

Size of Family
above 7 7% 5 to 7 18% Less3 20%

3 to 5 55%

65

 Classification of age wise a awa reness of Technology

Age wis e awareness of Technology

51-60 16% 61& above 5%

21-3 0 37%

41-50 21%
31-40 21%

66

 Classiification of respondents of Qualification

% of respondant's Qualification
10& Below 2%

10+2
8%

Graduate
25%

Post Graduate 65%

67

 Classification of respondents on the basis of occupation

% of respondent's on the basis of occupation

Agriculture 10% Labour 6% Business 30%

Private Job 26%

Govt.Job 28%

68

 Classification of respondents on the basis of income level

% of respo ndent's on the basis of income

50,000& above 20% Below 15,000 7% 15,000-20,000 18%

30,000-50,000 25%

20,000-30,000 30%

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Number of respondents actual user of product or not

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No

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Number of respondents who use different of product of Sony

% of different use of Sony Product

Handicam 13% PS2/PS3 8% LCD/LED 21%

Laptop 18% Home Theater 13%

Dvd Player 8%

Camera 19%

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M ode of Payment

Mode of Payment
Credit 1% Cheque 5% Ma ter Card 15%

C ash 79%

72

Classification o f number of customer making satisfied

% of making of customer Satisfied

Q uality Customer Service 5% 45% Brand

50%

73

Number of c hoice change due to increase quality

% of respondent'sChange choise due to Decrease price

Yes 35%

No 65%

74

Number of choice change due to reduction Price

% of respondent'sChange choise due to Decrease price

Yes 35%

No 65%

75

Classification according to influence sales person choice

% of inf luence sales person choice

No 26%

Yes 74 %

76

Classification number of respondents comparison with other brand

% of customer who compared with other brand No

26%

Yes 74%

77

Classification of compared with other brand

Compression
Oni da 10 % Videocon 10% Other 3% LG 30%

Panasonic 22%

Samsung 25%

78

CONCLUSIO N

79

CONCLUSION
According to research of 30 days in Sony India ltd, it reveals that Sony is real as well as a great leader in electronic and consumer durable. Sony is masters in Bravia LCD TV; Cyber shot camera, and vaio notebooks. Sony has credibility in these products. Sony as a brand is so popular in rich class peoplee; they think it is nothin g but a status symbol. Sony is facing tough competition with Samsung & LG because of reasonable price &quality. But when considered service attitude, one pricin g policy, promotion policy , quality of a product, professional appearance & knowledge of staff regarding product feature sand function, So ny is far ahead from Samsung & LG. Sony plays a vital role in consumer durable mark et.

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Bibliograph y

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Bibliography
The informati on provided by the customer. Through the personal interaction with the help of questionnaire. Websites of co nsumer durable brands. Like So ny, Samsung, LG etc.

www.go ogle.com www.scrib.com www.son y.co.in www.sa msung.com www.wi kipedia.com/sony

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QUESTIONNAIRE

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Name:. Profession Age: Contact No:..

Address:. Zip Code .

Q1: Who purchase Sony Product? a) Male b) Female

Q2: How many memb ers in Family? a) 3 b) 3to5 c) 5to7 d) Above 7 Q3: Technical Aware ness. a) Yes b) No

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Q4: Income of custom er/mo nth a) <15,000 b) 15,000-20,000 c) 20,000-30,000 d) 30,000-50,000 e) >50,000 Q5: Are you actual user of Sony Product? a) Yes b) No

Q6: which Sony Product first time you use? a) LCD/LED b) Home Theater c) Camera d) Handicam e) Laptop f) DVD Player g) PSP/PS2/PS3

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Q7: Mode of payment a) Cash b) Cheque c) Credit d) Master card

Q8: What is making customer satisfied of Sony Product? a) Quality b) Customer Service c) Brand

Q9: Influence sales pe rson or not? a) Yes b) No

Q10: Are you compared Sony Brand with other Brandd? a) Yes b) No

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Q11: You are compared Sony Brand with.. a) LG b) Samsung c) Panasonic d) Onida e) Videocon f) Other

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