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A

Project Report of SIP


On

“Shopping Experience of Customer-


reference to Bangalore City.”

Submitted in partial fulfillment of


Master of Business Administration to
Annamalai University, Chennai

Submitted By
Upendra S. Tiwari
MBA 1st Year
Researcher
Specialization: Marketing

Under the supervision of


Mr. Vijay Joshi
Center head NIS Academy, Nagpur.

Submitted Through:-

NIS Academy, (Division of NIS Sparta Ltd., Reliance ADA Group


Company) Gokulpeth Nagpur.
2009-2010
DECLARATION

I Upendra Tiwari here by declare that project Entitled “Shopping Experience of Customer-
Reference to Bangalore City” is the outcome of my research work.
No part of this research has been submitted earlier to any institution or University for the
award of any other Degree/Diploma.

The sources of material, data used in this study have been acknolowleged.

Date: - 05/08/09 Upendra Tiwari


(Researcher)
Place: - Nagpur
ACKNOWLEDGEMENT

I wish to express my gratitude to Mr. Prashant Tikde, Director of NIS


Academy for providing all the facilities required completing the project and providing me an
opportunity carry out my summer Internship project as a partial fulfillment for the
M.B.A.degree.

I initially thank my research guide Mr. Vijay Joshi Centre Head of NIS Academy for his
untiring devotion, noble guidance, valuable suggestions and above all continuous
encouragement, which has played an important role in the completion of this research.

Place:- Nagpur Upendra Tiwari


(Researcher)
Date: - 05/08/09
CERTIFICATE

I hereby certified that this project work entitled “Shopping Experience of


Customer-Reference to Bangalore City” submitted by Upendra Tiwari to Annamalai
University, Chennai for the award of degree in “Master of Business Administration” (MBA)
in the faculty of Marketing, is original research work carried out under my sufficiently high
standard to warrant its submission to the University for the award of said degree.

No part of this research has been submitted earlier to any institution or University for the
award of any other Degree/Diploma.

The assistance and the help rendered to the researchers during the course of his investigation
in the form of basic source materials and information have been duly acknowledged.

Mr. Prashant Tidke Mr. Vijay Joshi


Director Guide

Nagpur
Date: 05/08/09
CONTENTS

No Chapter Page no.

1 Executive Summery 1- 4

2 Company Profile 5 -6

3 Product Profile 7

4 The Other Market Players 8 - 12

5 Research Methodology 13 - 14

6 Data Analysis 15 - 17

7 SWOT Analysis 18 - 19

8 Conclusion 20

9 Bibliography 21
Questionnaire
10 22 - 40
Chapter 1

EXECUTIVE SUMMARY
EXECUTIVE SUMMARY

The Indian consumer durables industry has witnessed a considerable change in the past
couple of years. Changing lifestyle, higher disposable income coupled with greater
affordability and a surge in advertising has been instrumental in bringing about a sea change
in the consumer behavior pattern.

This industry consists of durable goods used for domestic purposes such as televisions,
washing machines, refrigerators, microwave ovens, mobile phones etc. The growth in the
consumer durables sector has been driven primarily by factors such as the boom in the real
estate & housing industry, higher disposable income, emergence of the retail industry in a
big way coupled with rising affluence levels of a considerable section of the population.

As per a survey conducted by FICCI on the Indian consumer durables industry, a shift in
consumer preferences towards higher-end, technologically advanced branded products has
been quite discernable.

Location of SIP

Sony India Pvt. Ltd.


# 768, 100ft Road, HAL 2nd Stage,
12th Main, Indiranagar,
Bangalore – 560038 SONY “Like No Others”
1
OBJECTIVES OF THE STUDY:

Different Companies/brands are available in the consumer durable market to customers like
Sony, Samsung, LG, Philips, Panasonic etc. Sony is the leading brand name in the consumer
durable market.
The final decision of transaction is totally depend on the consumer, consumer may have
different perception for his satisfaction for particular brand and company has to fulfill
consumer’s requirement. Hence the concerned project is undertaken:-

• To analyze the customer’s requirement.

• To study the Competitor’s service attitude of staff member to customers.

• To find out the strength and weakness of competitors.

• To provide the better services & try to built the credibility in the consumer.

• To know the opinion & suggestions of customers.

SONY “Like No Others”


2
INDUSTRY CLASSIFICATION

The consumer durables industry can be broadly classified as consumer electronics and
consumer appliances. The consumer appliances category can be further segmented as white
goods and brown goods.

With a presence spanning 36 countries, Sony has not only touched the lives of millions but
also has made a difference in their lifestyles. Visit Sony across the world and discover how a
name, synonymous with technology, has given a totally new dimension to entertainment.

Throughout the world today, Sony stands for innovation, state of the art technology and
superior quality. Leading into its next fifty years, Sony’s vision is to offer people exciting
new products and new lifestyles and remains committed to the challenge of creating and
realizing these dreams.

SONY “Like No Others”


3
Chapter 2

COMPANY PROFILE
COMPANY PROFILE

In a burnt-out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and
Akio Morita, running a company then known as Tokyo Tsushin Kogyo (Tokyo
Telecommunications Engineering), attempted to produce a simple electric rice cooker. It did
not work too well, but it kicked-off their desire to produce products for everyday life.

In 1958, the company name was changed to Sony Corporation and since then,
Sony has become one of the most recognised brand names in the history 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, Walkman, Betacam,
Handycam, the Compact Disc and the floppy disc .Sony has continually made things better,
smaller and more innovative than ever thought possible.

Sony Corporation now spans a range of industries including audio visual electronics,
information technology, broadcast, telecommunications, entertainment, satellite broadcasting
and even insurance and finance.

SONY “Like No Others”


4
Throughout the world today, Sony stands for innovation, state of the art technology and
superior quality. Leading into its next fifty years, Sony’s vision is to offer people exciting
new products and new lifestyles and remains committed to the challenge of creating and
realizing these dreams.

Sony in India

Sony is not new to India. Whether it was the television, or the walkman, a Sony always
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 on
16th January 1995.

COMPANY MISSION

Sony India focused towards making a difference in the lifestyles in the Indian market and
open up new vistas of entertainment in the country.
Sony India remains committed towards offering new age technology and digital concepts
while working hand in hand with the Indian industry to produce and sell excellence. Their
consistent commitment towards service has brought the company quite closer to the Indian
customer.

SONY “Like No Others”


5
Chapter3

PRODUCT PROFILE
PRODUCT PROFILE

Basic Consumer Durables:

Flaunt your Cyber-shot


Make heads turn with the smart Sony Cyber-shot. With chic colours to choose from, this
trendy camera lets you capture your special moments in style.

Experience the Real Entertainment


Feel true picture, pure sound & smooth action with Sony BRAVIA LCD TV.

Dress up with VAIO CS VAIO CS is an extraordinary blend of elegance, fun and


high performance with its irrestible colour range and mystic features.
6
Chapter 4

THE OTHER MARKET


PLAYERS
COMPETITOR’S PROFILE

The Korean company Samsung has grown to become one the world’s leading electronic
companies, specializing in digital appliances and media, semiconductors, memory and
system integration. Today Samsung’s innovative & top quality products & processes are
world recognized.

The digital age has brought revolutionary change – and opportunity – to global business, and
Samsung has responded with advanced technology, competitive products, and constant
innovation.

Samsung, see every challenge as an opportunity and believe 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, monitors and CDMA mobile phones.
Looking forward, and making historic advances in research and development of its overall
semiconductor line, including flash memory and non-memory, custom semiconductors,
DRAM and SRAM, as well as producing best-in-class LCDs, mobile phones, digital
appliances, and more.

7
The history of LG Electronics has always been surrounded by the company's desire to create
a happier, better life.

LG Electronics was established 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.

8
PRODUCT PROFILE

9
PRODUCT PROFILE

REFRIGERATOR

. Side by Side Refrigerator


. Frost Free Refrigerator
. Direct Cool Refrigerator

WASHING MACHINE

. Dish Washer
. Steam Washer Dryer
. Washer Dryer
. Front Load Washing Machine
. Top Load Washing Machine
. Semi Automatic Washing Machine

MICROWAVE OVEN

. Solar Dom Microwave


. Convection Microwave
. Grill Microwave
. Solo Microwave

10
TELEVISION

. LCD TV
. Plasma TV
. Ultra Slim TV
. Flat TV

Home theatre

COMPUTER PRODUCTS

. Notebook PC
. Desktop PC
. Monitor
. Optical Storage Devices
. Projector

MOBILE PHONE

. KM900
. Cookie
. Secret
. KC550
. Dynamite
. All Rounder
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TELEVISION
. LCD TV
. Plasma TV
. Ultra Slim TV
. Flat TV

Home theatre

COMPUTER PRODUCTS

. Notebook PC
. Desktop PC
. Monitor
. Optical Storage Devices
. Projector

MOBILE PHONE

. KM900
. Cookie
. Secret
. KC550
. Viewty
. Dynamite
. All Rounder

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CHAPTER 5

RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY

Data Collection

The project consisted of analysis of performance of the several consumer durable


brands. In this particular project fundamental research was also carried out which
attempted to explore knowledge through methods like personal interaction with the
customers. The required information for the project was gathered through the
following ways:-

Primary Data:-

 The information provided by the customer & staff members.

 Through the personal interaction with the help of questionnaire.

Secondary Data:-

Websites of consumer durable brands. Like Sony, Samsung, LG etc.


13

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 less time to give answer.

2) Language barrier is also a big limitation for customer as well as interviewer.

3) Study is area specific.


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Chapter 6

DATA ANALYSIS
Based on the data collected from the different respondents the collected data was analyzed
and was expressed by means of graphical interpretation.

Shop wise Interview of Customer

No. Location Duration Achievement


(No. of interview)

01 Sony Garuda Mall 08/06/09 to 32


16/06/09

02 LG Rajaji nagar 18/06/09 to 60


24/06/09

03 LG Rajaji nagar 25/06/09 to 48


01/07/09
04 Samsung Rajaji 01/07/09 to 20
nagar 03/07/09
15

The survey was conducted within the city of Bangalore where the city geography was
defined through the given graph.

60

50

40

30

20

10

0
08-06 to 16-09 18-06 to 24 -09 25-06 to 30-09 01-07to 03-09

Sony Garuda Mall 32 not alloted not alloted not alloted


LG Rajaji nagar 60 60 48 not alloted
LG Rajaji nagar 48 not alloted not alloted 20
Samsung Rajaji nagar 20

16
USP’S OF THREE MAJOR BRANDS

Name of
company
Location wise Good Good Good
Service attitude Excellent Average Poor
Pricing wise Best Poor Good
Professionalism Excellent Good Average
Quality wise Excellent Good Excellent
Product
availability Best Best Best
Information
support Best Average Poor
Knowledge of a
staff Best Average Good
Staff availability Good Good Good

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COMPARATIVE STUDY OF THE 3 BRANDS

800

700

600

Brand equity.
500 Knowledge of sta
Info. Supportwise
Product avalibilit
400 Professionalism
Quality wise
Price wise
300 Location wise
Service attitude

200

100

0 18
Sony Samsung LG
Chapter 7

SWOT ANALYSIS
SWOT ANALYSIS OF SONY AS PER INTERVIEW

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 Sony is the best among all his competitors, shops ambience, environment
and location is very convenient.

 To provide better service Sony conducts the Service camp & Training and keep its
employee update.

WEAKNESS:

As Sony is a costly brand and this high price factor is not affordable to Indian customer.

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OPPORTUNITY:

 Sony is leading brand 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 demand and customer perception, Sony can
beat all the competitors.

THREATS:

There are some major brands like Samsung, LG which are providing the good quality
products at affordable price keeping in view the Indian consumer and this factor is raising
the competitors.

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Chapter 8

CONCLUSION
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 people; they think it is nothing but a status
symbol.

 Sony is facing tough competition with Samsung & LG because of reasonable price &
quality.

 But when considered service attitude, one pricing policy, promotion policy, quality of
a product, professional appearance & knowledge of staff regarding product features
and function, Sony is far ahead from Samsung & LG.

 Sony plays a vital role in consumer durable market.

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Chapter 9

BIBLIOGRAPHY
BIBLIOGRAPHY

1. The information provided by the customer.

2. Through the personal interaction with the help of questionnaire.

3. Websites of consumer durable brands. Like Sony,


Samsung, LG etc.

1) WWW.Google.com

2) WWW.Sony.co.in

3) WWW.Samsung.com/in

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Chapter.10

QUESTIONNAIRE