A Project Report of SIP On

Shopping Experience of Customerreference 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 CustomerReference 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 Place: - Nagpur

Upendra Tiwari (Researcher)

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 Date: - 05/08/09

Upendra Tiwari (Researcher)

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 Director

Mr. Vijay Joshi Guide

Nagpur Date: 05/08/09

CONTENTS

No 1 2 3 4 5 6 7 8 9 10

Chapter Executive Summery Company Profile Product Profile The Other Market Players Research Methodology Data Analysis SWOT Analysis Conclusion Bibliography Questionnaire

Page no. 1- 4 5 -6 7 8 - 12 13 - 14 15 - 17 18 - 19 20 21 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 consumers requirement. Hence the concerned project is undertaken:-

To analyze the customers requirement. To study the Competitors 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

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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, Sonys 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

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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

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Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sonys 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

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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

COMPETITORS PROFILE

The Korean company Samsung has grown to become one the worlds leading electronic companies, specializing in digital appliances and media, semiconductors, memory and system integration. Today Samsungs 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.

PRODUCT PROFILE

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.

14

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) 32

01

Sony Garuda Mall

08/06/09 to 16/06/09 18/06/09 to 24/06/09 25/06/09 to 01/07/09 01/07/09 to 03/07/09

02

LG Rajaji nagar

60

03 04

LG Rajaji nagar Samsung Rajaji nagar

48 20

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 Sony Garuda Mall LG Rajaji nagar LG Rajaji nagar Samsung Rajaji nagar

08-06 to 16-09 32 60 48 20

18-06 to 24 -09 not alloted 60 not alloted

25-06 to 30-09 not alloted 48 not alloted

01-07to 03-09 not alloted not alloted 20

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USPS OF THREE MAJOR BRANDS

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

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COMPARATIVE STUDY OF THE 3 BRANDS

800

700

600 Brand equity. 500

Knowledge of sta Product avalibilit

Info. Supportwise 400 Professionalism Quality wise Price wise 300 Location wise Service attitude 200

100

0 Sony Samsung LG

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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.

19

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.

20

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.

21

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