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Submitted by: Deepak Kumar 9013516
Submitted to Miss Arpita Mam


DECLARATION I , Deepak Kumar hereby declare that the research work presented in this project report entitled “STUDY OF SHOPPING PREFERENCES OF SONY SUCTOMERS IN NEW DELHI REGION” for the fulfillment of the award of Bachelor in Business Administration from Choudhary Charan Singh University, Meerut is based on my work during the summer training in the “Sony” .The project embodies the result of original work and studies carried out by me and the contents of the project do not form the basis for the award of any other degree to me or to anybody else.

DATE ( Deepak Kumar)

ACKNOWLEDGEMENT I take the opportunity to express our gratitude to all the concerned people who have directly or indirectly contributed towards completion of this project. I extend my sincere gratitude towards Mr. Sanjay Kumar at Airtel for providing the opportunity and resources to work on this project. I am extremely grateful to Miss Arpita Mam, my mentor for his guidance and invaluable advice during the projects. At Last I would like to thanks my parents and friends for their support.

14 15 .19 20 21 22 .4 5 -6 7 8 .12 13 .17 18 . 1.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.40 .


washing machines. refrigerators. 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. emergence of the retail industry in a big way coupled with rising affluence levels of a considerable section of the population. Changing lifestyle. microwave ovens. This industry consists of durable goods used for domestic purposes such as televisions. .EXECUTIVE SUMMARY The Indian consumer durables industry has witnessed a considerable change in the past couple of years. higher disposable income. 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. technologically advanced branded products has been quite discernable. As per a survey conducted by FICCI on the Indian consumer durables industry. a shift in consumer preferences towards higher-end.

Location of SIP Sony India Pvt. Delhi – 560038 SONY “Like No Others” 1 . # 768. Ltd. HAL 2nd Stage. Indiranagar. 100ft Road. 12th Main.

OBJECTIVES OF THE STUDY: Different Companies/brands are available in the consumer durable market to customers like Sony. The final decision of transaction is totally depend on the consumer.  To study the Competitor’s service attitude of staff member to customers. consumer may have different perception for his satisfaction for particular brand and company has to fulfill consumer’s requirement. Panasonic etc.  To provide the better services & try to built the credibility in the consumer. Hence the concerned project is undertaken:-  To analyze the customer’s requirement.  To find out the strength and weakness of competitors. Industry Classification . Samsung. LG. Sony is the leading brand name in the consumer durable market.  To know the opinion & suggestions of customers. Philips.

synonymous with technology. With a presence spanning 36 countries. Visit Sony across the world and discover how a name. 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. Throughout the world today. .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. Sony stands for innovation. Leading into its next fifty years. has given a totally new dimension to entertainment. Sony has not only touched the lives of millions but also has made a difference in their lifestyles. state of the art technology and superior quality.

Consumer durables market is growing very fast because of rise in living standards. accounting for no less than 90% of the market. & wide range of choice. Weaknesses1. the penetration level of white goods is lower as compared to other developing . Poor government spending on infrastructure. 4. these players control the major share of the consumer durables market. Strengths1. the presence of a large number of players in the consumer durables market sometimes results in excess supply. Opportunities1. Allwyn. In recent years. organized sector has increased its share in the market vis a vis the unorganized sector. easy access to consumer finance. Sony. On the flip side. Presence of established distribution networks in both urban & rural areas 2. Low purchasing power of consumers. Today.Introduction to Consumer Durables Before the liberalization of the Indian economy. Daewoo. 3. as many foreign players are entering in the market. after the liberalization. foreign players like LG. Samsung. Demand is seasonal & is high during festive season. Godrej. Whirlpool. Aiwa came into the picture. Then. In India. 2. Presence of well-known brands. only a few companies like Kelvinator. & Voltas were the major players in the consumer durables market. 3. Demand is dependent on good monsoons.

Mobile Phones. Increase in income levels. Higher import duties on raw materials imposed in the Budget 2007-08 2. 4. etc. China & other Asian countries Consumer durables Sector can be classified as follows: 1. washing machines. Rapid urbanization. . Cheap imports from Singapore. Easy availability of finance. Unexploited rural market. 2. home theatre. camcorders. built-in appliances. air conditioners. tumble dryer. personal care products. portable audio. color televisions (CTVs). microwaves. Clocks & Watches 5. refrigerators. White Goods include dishwashers. 3. kitchen appliances. music players. etc. 5.countries. 3. Moulded Luggage includes plastics.e. i. non-kitchen appliances. Hi-Fi. increase in purchasing power of consumers. vacuum cleaners. water heaters. 4. Consumer Electronics includes VCD/DVD. 2. cameras. Threats1.

Manufactures Televisions & VCRs in technical tie-up with Toshiba Corporation of Japan. It is proud of their distribution channels which offer its products to the breadth & length of India. Italy.G also has recently entered directly into the consumer market by setting up retail shops & boast of retail sales Rs.Private Players in the Indian Consumer Durables & Electronics Market 1 Videocon Appliances Ltd One of India’s ingrown companies. Poland. As early as 1998. 2 L. VCRs. with plants in Mexico. near Delhi. Manufacturer of Televisions.G Electronics The market leader in consumer durables is LG for close to a decade in India. VCPs. . It has 17 sites in India. China & the Middle East.1billion. & is known to be the third biggest manufacturer of picture tubes in the world. LG with a budget of Rs500 Crores set up manufacturing facility with a state-of-the art technology at Greater Noida. Audio Systems. Home Appliances & Business Electronics. L. 10. Videocon boasts of an annual turnover of the tune of US$4. They have also been recognized for their superior innovation & after sale service.000 crores in 2008. It also has global presence.

. refrigerators. 4 Salora International Ltd Manufactures black & white & color Television sets. fly back transformers. pan boards & digital cameras. Also markets under its own brand name colour monitors & cordless phones manufactured by some other renowned international brands. mobile phones & some white goods. speakers & other components. audio & video systems.3 Samsung Electronics Samsung entered India in 2002 with an 80 acre sprawling facility at Noida & mainly manufactures colour TVs. televisions. Its manufacturing facilities are best known for its high automation. Markets under its own brand name Panasonic brand of printers. fax machines. Manufacturer of Computer peripherals. high quality & state of art. air conditioners. microwave ovens. washing machines.

. Currently. 7 BPL Includes a shopping gallery & also corporate information including home entertainment. Siemens. video products. & consumer telecommunications. & more. Mission. a wide network up of Sales & Service offices across the country as well as over 500 channel partners. with its world-class solutions plays a key role in India’s quest for developing modern infrastructure. As a world leader in healthcare. digital & mobile services. India The Siemens Group in India comprises of 22 companies. Philips integrates technologies & design into people-centric solutions.To improve the Quality of people’s lives through timely introduction of meaningful innovations. the group has 18 manufacturing plants. providing direct employment to over 17.000 persons. Siemens brings to India state-of-the-art technology that adds value to customers through a combination of multiple high-end technologies for complete solutions. appliances. India Makers of audio. medical electronics. Today.5 Siemens. domestic appliances. lifestyle & lighting. 6 Philips.

'Products that will make your today better than yesterday.' Haier India launched BMR technology for the first time in India followed by the Double Drive which is a newly patented technology . automotive sound systems for luxury cars). The company was founded in 1964 by Amar G. automotive suspension systems. a professor of electrical engineering (who retired in 2005) at the Massachusetts Institute of Technology. The India launch was started with innovative products which were designed keeping the day to day customer needs in mind -products that will transform the customer's every day living into inspired living. & performs some general research (such as debunking cold fusion).8 Bose Corporations Bose Corporation develops & manufactures audio devices (including speakers. Bose. headphones. 9 Haeir India Haier India started its commercial operations in January 2004 and is a 100 per cent subsidiary of the Haier Group. amplifiers.


Ibuka and Morita strove to develop exciting products to fulfill people dreams. the company name was changed to Sony Corporation and since then. 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.COMPANY PROFILE In a burnt-out department store in Tokyo in 1946. Masaru Ibuka and Akio Morita. state of the art technology and superior quality. attempted to produce a simple electric rice cooker.Sony has continually made things better. . From the outset. Sony has become one of the most recognised brand names in the history of the modern world. entertainment. Sony stands for innovation. Sony Corporation now spans a range of industries including audio visual electronics. the Compact Disc and the floppy disc . It did not work too well. telecommunications. broadcast. Leading into its next fifty years. From its first transistor radio in 1955. Throughout the world today. In 1958. smaller and more innovative than ever thought possible. to the Trinitron. but it kicked-off their desire to produce products for everyday life. information technology. Walkman. satellite broadcasting and even insurance and finance. Betacam. running a company then known as Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering). Handycam. just after World War II.

Sony in India Sony is not new to India. Their consistent commitment towards service has brought the company quite closer to the Indian customer. Whether it was the television. . 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. or the walkman. returning home from abroad This love for the brand culminated in a new relationship when inspired by a reform friendly Indian business environment. a Sony always remained a must in the wish list of any Indian. 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 Corporation decided to set up a 100% subsidiary called Sony India on 16th January 1995.


fun and high performance with its irrestible colour range and mystic features.PRODUCT PROFILE Basic Consumer Durables: Flaunt your Cyber-shot Make heads turn with the smart Sony Cyber-shot. Dress up with VAIO CS VAIO CS is an extraordinary blend of elegance. this trendy camera lets you capture your special moments in style. With chic colours to choose from. . pure sound & smooth action with Sony BRAVIA LCD TV. Experience the Real Entertainment Feel true picture.

We have cameras with compact designs if you wish to carry it in your purse.Product Profile Basic Consumer Durables Bravia™ LCD/LED TV Capture the true colours of movies with vast collection of Bravia LCD/LED TVs that pushes the boundaries of TV technology to bring y maximum picture quality in full high definition. Digital Photography Breaking technological grounds. . and cameras with additional features if you’re looking for that something extra. our Digital Imaging devices and accessories are created with you in mind.

Home Theatre System Combining the latest in video and audio technologies. VAIO CS Vaio CS is an extraordinary blend of elegance. Sony has developed a series of Home Theatre Systems that provides you with an enhanced home theatre experience. fun and high performance with its irresistible colour range and mistic features .

In addition to the highly popular PlayStation®2.Play Station Gaming would not be the same without the invention of the Sony PlayStation series. there’s the handy PlayStation®Portable and next-generation console PlayStation®3. .

mobile phones. and making historic advances in research and development of its overall semiconductor line. Its commitment to being the world's best has won the No. and constant innovation. Today Samsung’s innovative & top quality products & processes are world recognized. including flash memory and non-memory. digital appliances. monitors and CDMA mobile phones. The digital age has brought revolutionary change – and opportunity – to global business. and more. TFT-LCDs. 7 . Looking forward. as well as producing best-in-class LCDs. custom semiconductors. specializing in digital appliances and media.1 global market share for 13 products. 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. and Samsung has responded with advanced technology. including semiconductors. memory and system integration. competitive products. Samsung. DRAM and SRAM. semiconductors.Competitor’s Profile The Korean company Samsung has grown to become one the world’s leading electronic companies.

LG Electronics has unveiled many new products. .The history of LG Electronics has always been surrounded by the company's desire to create a happier. 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. 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.

Product Profile .

Direct Cool Refrigerator WASHING MACHINE . Side by Side Refrigerator . Frost Free Refrigerator . . . . . . Solar Dom Microwave Convection Microwave Grill Microwave Solo Microwave . . . . Dish Washer Steam Washer Dryer Washer Dryer Front Load Washing Machine Top Load Washing Machine Semi Automatic Washing Machine MICROWAVE OVEN .REFRIGERATOR .

LCD TV . . . Plasma TV . Flat TV Zzzzzzzz Computer Products . .TELEVISION . Ultra Slim TV . . Notebook PC Desktop PC Monitor Optical Storage Devices Projector .

The Marketing executive Job requires a person to be reliable. and grammar. rules of composition. and dissemination techniques and methods. The Marketing executive uses logic and reasoning to identify the strengths and weaknesses of alternative solutions. conclusions or approaches to problems. asking questions as appropriate. The Marketing executive needs knowledge of business and management principles involved in strategic planning. and visual media. responsible. oral. taking time to understand the points being made. Often Marketing Managers need to talk to others to convey information effectively.What are the skill required in marketing executive? The Marketing executive needs a good knowledge of the structure and content of the English language including the meaning and spelling of words. production methods. The Marketing executive must be aware of others’ reactions and understanding why they react as they do. and not interrupting at inappropriate times. This includes alternative ways to inform and entertain via written. and coordination of people and resources. The Marketing executive must have knowledge of media production. leadership technique. While considering the relative costs and benefits of potential actions to choose the most appropriate action for the purpose of promoting their product or service. human resources modeling. and dependable in fulfilling obligations. resource allocation. They are required to be careful about detail and thorough in . communication. The Marketing executive needs to be able to persuade others to change their minds or behavior in order to sell products or services. The Marketing executive must give full attention to what other people are saying.

such as event management. direct marketing. A Marketing executive must be very pleasant with others on the job and display a good-natured. It may also be advantageous to move companies to obtain more rapid career development. What is the career in marketing executive? Promotion will generally be to marketing manager (usually after three to ten years) and then marketing director (usually after 10 to 15 years).completing work tasks. They must be honest and ethical in their work and with their workers. You may also choose to become a freelance marketing consultant. The Marketing executive is required to show a willingness to lead. further qualifications. . Most of all the Marketing executive r needs to be persistent in the face of obstacles. Increasingly. marketing communications or public relations. cooperative attitude with clients as well. and offer opinions and directions to their crew. One way of achieving this is by moving between in-house departments or working in a marketing agency/consultancy for several different clients. such as those offered by the Chartered Institute of Marketing (CIM) are becoming a prerequisite for more senior marketing positions. Marketing professionals can choose to remain in a general marketing role or specialize in a specific area of marketing. Career progression is firmly linked to gaining relevant experience and key transferable skills. take charge.

Often the Marketing executive evaluates the financial aspects of product development. It is important to develop pricing strategies. What is importance of marketing executive in organization? The Marketing executive formulates. Marketing executive direct the hiring. training. or services. develops. working with advertising and promotion managers. and return-oninvestment and profit-loss projections. Importantly to initiate market research studies and analyzes their findings. and performances evaluations of marketing and sales staff and oversee their daily activities. The Marketing executive compiles lists describing product or service offerings. such as surveyors and accountants. The Marketing executive identifies. market characteristics. The Marketing executive in order to perform his job must use sales forecasting and strategic plan to ensure the sale and profitability of products. and cost and markup factors. lines. such as budgets. analyzing business developments and monitoring market trends. . based on knowledge of establishment objectives.The granting of chartered status for individuals who meet the stringent criteria specified by the CIM has raised the image of the profession and means that chartered marketers are now ranked alongside other chartered professionals. and evaluates marketing strategy. directs and coordinates marketing activities and policies to promote products and services. balancing firm objectives and customer satisfaction by the Marketing executive. expenditures. research and development appropriations.

advertisers. to market products and services. are common. substantial travel. including evenings and weekends. and strong communication and computer skills should have the best job opportunities. The Marketing executive consults with buying personnel to gain advice regarding the types of products or services expected to be in demand. these managers often are prime candidates for advancement to the highest ranks.  High earnings. .  Because of the importance and high visibility of their jobs. and production managers. working with developers. Significant Point   Keen competition is expected for these highly coveted jobs. and long hours. College graduates with related experience. a high level of creativity.A Marketing executive coordinates and participates in promotional activities and trade shows.

Key Competencies             Excellent written and verbal communication skills Organization and planning Problem analysis and problem-solving Team-leadership Formal presentation skills Persuasiveness Adaptability Innovation Judgment Decision-making Stress tolerance Collaboration .

Home theatre. Selling the Products Involve in direct interaction with the customer and to sell the products of the Sony which includes LCD/LED.Job Description The work I have to do as a marketing executive in the company was as follows: Handling the Store Tasks include taking care of the store.Playstation etc Handling the Customer Queries Task includes to take care of the customer queries and difficulties and their needs and their future expectation from the company Tele calling I was responsible for calling the customers for their problem or to informed them about the product availability. look after the customer requirement their needs and to take care of their of the queries. Walkman . Taking care of Store Staff I got the task to looks after the store staff and to see whether they face any difficulties in selling the products or closing the sales.Mobile phone. Market Survey .

In this we came to know the requirement of the product and also about the store like Salesperson.e Croma. environment of the store. .I got the task to find out the sales of others store located around Bandra i. Vijay Sales etc Feedback The last work was to take feedback from customer and their and their thinking about the product and service we give to them. location etc.


In this particular project fundamental research was also carried out which attempted to explore knowledge through methods like personal interaction with the customers. Samsung. Secondary Data:Websites of consumer durable brands. Like Sony. 13 .RESEARCH METHODOLOGY Data Collection The project consisted of analysis of performance of the several consumer durable brands.  Through the personal interaction with the help of questionnaire. LG etc. The required information for the project was gathered through the following ways:- Primary Data: The information provided by the customer & staff members.

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. 14 . 3) Study is area specific.


Location Duration Achievement (No.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. 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 .

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 0 60 0 25-06 to 30-09 0 48 0 01-07to 03-09 0 0 20 16 .The survey was conducted within the city of Delhi where the city geography was defined through the given graph.

USP’S 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 Average Poor Good Good Best Average Average Good Good Poor Good Average Excellent Best Poor Good Good 17 .

COMPARATIVE STUDY OF THE 3 BRANDS 800 700 600 Brand equity. Supportwise Product avalibility 400 Professionalism Quality wise Price wise 300 Location wise Service attitude 200 100 0 Sony Samsung LG . 500 Knowledge of staff Info.


 Because of keen foresightedness of future demand and customer perception.  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. Sony can beat all the competitors. OPPORTUNITY:  Sony is leading brand in consumer durable market because of its better service and quality. environment and location is very convenient. good service attitude and knowledgeable staff and employee. shops ambience.  It has a professionalism.  Service wise Sony is the best among all his competitors. THREATS: .  Same price in all over in India is also a great attraction for customer.SWOT ANALYSIS OF SONY AS PER INTERVIEW STRENGTH :  Sony has build up a good brand image & customer loyalty by his service & quality.

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. .

Chapter 8 CONCLUSION .

 Sony is facing tough competition with Samsung & LG because of reasonable price & quality. and vaio notebooks. it reveals that Sony is real as well as a great leader in electronic and consumer durable. Sony is far ahead from Samsung & LG.  Sony plays a vital role in consumer durable market. one pricing policy.CONCLUSION  According to research of 30 days in Sony India ltd. quality of a product.  Sony is masters in Bravia LCD TV.  But when considered service attitude. professional appearance & knowledge of staff regarding product features and function. Cyber shot camera. Sony has credibility in these products. they think it is nothing but a status symbol. promotion policy. .  Sony as a brand is so popular in rich class people.


Google.Sony. 2.BIBLIOGRAPHY 1. Through the personal interaction with the help of 2) 3) WWW. Like Sony. The information provided by the customer. Samsung. LG . 1) WWW. Websites of consumer durable brands.