1

SHOPPING EXPERIENCE OF CUSTOMERS WITH REFRENCE TO SONY BRAND IN

BANGALORE

Project report submitted in partial fulfilment of the requirements

for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

OF

BANGALORE UNIVERSITY

BY

VIDYANAND GUPTA

(REG.NO – 16YUCMD217)

Under the guidance of

PROF.SYED KAZIM

ASSISTANT PROFESSOR

ACHARYA BANGALORE B SCHOOL

Bangalore University

2016 – 2018
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CHAPTER 1

INTRODUCTION
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INTRODUCTION:

Shopping experience is one of the most important factors for the customers these days. The
shopping experience vary based on a variety of factors which includes how the customers are
treated while shopping in the particular retail stores, the type of product or service they purchase.
The shopping experience is also influenced by other shoppers. Shopping experience is can be
defined as the clients experience that the line may be direct or indirectly intended for client’s
internal and personal reactions. Creating direct relationships in place for customers to buy, use,
receives customers through ecommerce targets such as e-stores or face to deal with clients who
can communicate with customers. Shopping is created not only by the customer’s value but also
through company contributions that provide experience. All events experienced by consumers
are part of the shopping experience. When a customer is undertaking the experience it is seen as
personal and unique, as well as provides simulation to all sensory, emotional , rational and
physical aspects of which can help to create a memorable experience. The concept of shopping
experience can be investigated by various companies and industries around the world. Shopping
experience mostly developed in the retail industry. Shopping experience has emerged as one of
the key factors in achieving success in all industries. Shopping experience is no longer Brick and
mortar, it is moving towards the online channel, which leads to the digital experience. Now a day
for better shopping experience the companies are using six sections which are customer
understanding, design, measurement, culture and governance.

It is a well known fact that retail and shopping models have changed over a period of time and
this has a great impact on the customers shopping experience.

Shopping experience is mostly derived in three steps:

 Pre-purchase 

 Purchase 

 Post purchase 

Pre-purchase: This step begins with necessary stimulus- the necessity will continue through the
search and evaluation of alternatives information for the prospective customer awareness and
purchases of the service needs may be concerned with consciousness and personal identity and
aspirations. Some requirements may be excessive painful appetite. External sources ex.
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marketing activities may be aware of the necessity and by knowing the customers expectation
towards their brand for making a service purchase decision.

Purchase: In this step the customer makes a decision to buy the particular product. This step is
often called “zero moments of truth”. The various interactions along the way will help in positive
experience for the consumer.

Post- purchase: Post purchase step represents a tremendous opportunity to enhance the customer
experience of how brand, products and services distributed, established and used, effectively
dealt with. An often desirable part of the customer’s journey helps customers set up correctly.

Customers can buy many items today on the Internet. When they enter the store, they expect
products that expect professional service and quick checkout process to suit their needs. The
store remains the most important place for consumers in the future, and retailers today have to
follow the Omni-Channel strategy, which means that sales are to be ensured through numerous
channels and through the smooth transition between shopping in the Internet and the retail
shop. It supplies customers' needs for more flexibility and time and regional independence
during shopping.

Here are 3 ways the traditional shopping experience is changing:

1. Meetups, workshops and events are integrated into stores.

This combination of stores brings the community meaning to the stores. It's not just a time to
meet new people who share the same interest, but also to connect the staff or employees to
bring the human face to the brand. Someone's experience through these group gatherings will
have a permanent impact on the brand and create loyalty.

2. Store designs and visual businesses are more important.

Sites like Instagram, such as Pinterest or Social Media are very popular because people are
constantly inspirational. The online world can be inspired by lookups or patterned photos
but mannequins are really not doing their job at physical stores. The store has to be
innovative sooner about what "visual business". It has the opportunity to make the
experience more immersive and inspirational when shopping at a physical store.
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3. The human touch of customer service will be enhanced.

When you have an inspired staff, it may be contagious to shoppers. When they walk, there is no
longer a greeting to a person. Instead there is knowledge, additional inspiration and how to
provide that level or customer service. It's something that the computer never comes up with. A
person can become more powerful for the person's communication than the ones on the screen.
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CHAPTER 2

COMPANY PROFILE AND INDUSTRY PROFILE

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COMPANY PROFILE:

Sony is Japan's multinational corporation headquartered in Minato, Conan, Tokyo. Its diverse
business consists of consumer and professional electronics, gaming, entertainment and financial
services. It is a leading manufacturer of electronic products for consumers and professional
markets. Sony ranked 113 on Fortune Global 500's list of 2016.

Sony Corp is a parent company of Sony Corporation Electronics Unit and Sony group,which is
involved in its four operations components: Electronics (AV, IT & Communication Products,
Semiconductors, Video Games, Network Services Movies, TV shows, music (record labels and
music publication) and financial services (banking and Insurance),which is one of the world's
most comprehensive entertainment companies Sony. This team is Sony Corporation, Sony
Pictures, Sony Mobile, Sony Interactive Entertainment, Sony Music, Sony Financial Holdings
and other are include.

Sony is the world's fifth largest television producer of semiconductor sales leaders [10] and is the
fifth largest television maker after Samsung Electronics, LG Electronics, TCL and Hissens.

When Tokyo Tsushin Kogyo was looking for a romanized name to use to market themselves,
they strongly considered using their initials, TTK. The primary reason they did not is that the
railway company Tokyo Kyuko was known as TTK. The company occasionally used the
acronym "Totsuko" in Japan, but during his visit to the United States, Morita discovered that
Americans had trouble pronouncing that name. Another early name that was tried out for a while
was "Tokyo Teletech" until Akio Morita discovered that there was an American company
already using Teletech as a brand name
 Public Kabushiki
Type Geisha conglomerate
Trade  TYO: 6758
 NYSE: SNE
 TOPIX Core 30 component
Industry Conglomerate

Founded Masaru Ibuka

Akio Morita
Headquarters Minato, Tokyo, Japan

Area served Worldwide

Key people Osamu Nagayama(chairman)

Kazuo Hirai President(CEO)
Product  Consumer electronics
 Semiconductors
 Video games
 Computer hardware
 Telecommunications
 equipment
Services  Financial services
 Insurance
 Banking
 Credit finance
 Advertising agency
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Sony Corporation is engaged with improvement, plan, fabricating and electronic gear deals,
instruments, hardware, amusement consoles and programming for shoppers, experts, and modern
markets. Operations are brought out through the accompanying segments: Mobile
Communications, Game and Network Services, Imaging Products and Solutions, Home
Entertainment and Sound, Device, Movie, Music, Financial Services and different organizations.
The Mobile Communications and Game and Network Services segment gives the generation,
procurement and dissemination of movies and TV programs, and gives the operation of TV and
advanced systems. Soundtracks and Solutions, Home Entertainment and Sound, Device, Movie,
and Music Division give music, improvement, generation, creation and conveyance of recorded
music, and give music to word administration and authorizing and music.

Money related administrations and different divisions are associated with different budgetary
administrations organizations including life coverage and protection operations through Japanese
protection auxiliaries and saving money operations through the Japanese web based managing an
account auxiliary. The organization was established on May 7, 1946 by Acio Morita and Masaru
Ibukiin Tokyo, Japan.

INDUSTRY PROFILE:

Gadgets:

Sony Corporation Electronics Business Unit and Sony Group's parent organization. It principally
maintains a key strategy for success for advertising gathering, innovative work (R and D),
arranging, plan and gadgets items. Sony Global Manufacturing and Operations Corporation
(SGMO; 4 Plants in Japan), Sony Semiconductor Manufacturing Corporation (7 plants in Japan),
Sony Storage Media and Devices Corporation, Sony Energy Devices Corporation and Japan
(Brazil, China, UK (Wales), India, Malaysia , Singapore, South Korea, Thailand, Ireland and the
United States) In 2012, Sony revealed its client content administrations (counting video, music
and gaming) to the Sony Entertainment Network.
Sound:
Sony fabricated the world's first versatile music player called Walkman in 1979. The music
energizes basic change in listening hones. Individuals enabled music to go with them and tune in
to music through light earphones. Walkman initially refered to versatile sound tape.

players. The organization now utilizes the Walkman brand to offer its convenient sound and
video players

and uses the previous Sony Ericsson mobile phones line.

Sony utilized Dandyman to allude to her CD players. It dropped the name in the late 1990s.

Figuring

In the 1980s Sony delivered PCs (MSX Home Computers and News Works Stations),
particularly for the Japanese market. The organization pulled back from PC business around the
1990s. Sony entered the worldwide PC showcase again under the fresh out of the box new VAIO
mark,

propelled in 1996. Little, visual-sound highlights for "Video AudioIntegrated Operation".

Sony has detonated some of its portable workstation batteries and confronted extensive
discussion when fire was found in 2006, bringing about the biggest PC related reclamation of
that stage ever. In 2011, the organization propelled its Sony Tablet line Android tablets in the
offer to join the tablet PC advertise. Since 2012, Sony's Android items have been sold under the
Xperia mark for cell phones.

On February 4, 2014, Sony reported it would offer its VAIO PC business because of poor deals
and the Japanese organization Japan Industrial Partners (JIP), which would purchase the VAIO
mark with a concluded shrink before the finish of March 2014. Sony keeps up a minority share in
another, autonomous organization photography and videography Sony activity camera with
submerged homes Sony offers an extensive variety of advanced cameras. Simple to use models
receive a digital shot name,

while digital single-lens reflex models are branded using alpha.

The principal digital shot was presented in 1996. Around then, computerized cameras were a
moderately new development. Sony's piece of the pie of the computerized camera advertise has
dropped from 20% to 9% by 2005.

Sony entered the Sony advertise for computerized single-focal point reflex cameras when Konica
purchased Minolta's camera business in 2006. Sony renamed the line of Sony's organization
cameras as Alpha Line. Sony is the third biggest maker of cameras, trailed by Canon and Nikon.

There are also various camcorders made by Sony.

In 1968 Sony presented the Trinitron mark name for its opening grillecathode beam
tubetelevision and (later) PC screens. Sony ceased generation of Trinitrons for most
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markets, but continued manufacturing for markets such as Pakistan, Bangladesh and China. Sony
discontinued a series of Trinitron computer monitors in 2005. The company shut down the last
Trinitron-based television set in America in early 2007. The end of Trinitron marks the end of
Sony's analog television sets and monitors.
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markets, however kept assembling for business sectors, for example, Pakistan, Bangladesh and
China. Sony stopped a progression of Trinitron PC screens in 2005. The organization close down
the last Trinitron-based TV in America in mid 2007. The finish of Trinitron marks the finish of
Sony's simple TVs and screens.

Until 2005, Sony utilized the LCD Vega name for its LCD TVs. The organization at that point
presented the name of Bravia. Bravia is claimed by Sony's home image, which creates superior
quality LCD TVs, projection TVs and front-end projectors, home motion pictures, and Bravia
home venue grades. All Sony High-Definition Flat-Panel LCD Televisions in North America
have conveyed the Bravia logo since 2005. Sony is the third biggest TV producer on the planet.
By 2012, Sony's TV business was unfruitful for a long time.

Sony India is the most perceived customer gadgets mark in the nation with the best notoriety
after new age innovation, computerized ideas and deals administrations. In India, Sony has
ventured up every real city and urban communities in the nation with more than 20,000
wholesalers and merchants, an appropriation coordinate with more than 300 claim to fame stores
and 25 branch areas. Sony has capable administrations with 365 administrations crosswise over
India. Sony's strength stores, oversaw by purchaser neighborly and educated sellers' Sony Center,
have turned into the organization's most unmistakable face in India. The one of a kind
component of Sony's administration is that of the most enlivened and accomplished work force
today that offers uncommon and touchy administrations.

Sony has focused on both working items and advertising exercises to recognize individuals' way
of life and give them cheerful new measurements. Persevering responsibility regarding quality,
consumer loyalty and reliable devotion to the nature of congruity benefit isolates us from
innumerable contenders and Sony ponders everything the genuine picture.

Sony Interactive Entertainment (once in the past Sony Computer Entertainment) is known for
creating well known PlayStation reassures. This line expanded with a fizzled organization with
Nintendo. Initially, Nintendo asked for the extra for a reassure to play minimized circles for
Sony. In 1991 Sony declared the extra, a devoted reassure called "PlayStation". Be that as it may,
the differences over the product permit for the comfort prompted a crumple. At that point the
Sony venture proceeded with freely.
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CHAPTER 3

RESEARCH METHODOLOGY
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Research methodology:

Research refers to search for knowledge. Research can also be defined as a scientific and
systematic search for information on a particular subject. Research comprises of defining and
redefining of problems,formulating hypothesis or suggested solutions to give technical sense to
the specific subject for which the research is conducted for. Research is a collection of
data,organizing it and evaluating it so as to make deductions and to reach to a conclusion on the
specific subject matter. And also to carefully test the conclusion and also to determine to see if
they fit the hypothesisformulation. Research can also be manipulated at times,the concepts or
symbols for a purpose of generalization to get more knowledge to help in formulating a theory.
So research is the original collection to the already available knowledge. The systematic
approach concerning the generalization and forming theory is also a kind of research. Research
gives a thorough and a 360 degree view of the problem that needs to be defined. It utilizes
several tools and techniques to make sure the data collected is accurate and precise . Various
sources also provide the information ( primary and secondary sources ) to complete the research
design . For any Research Design the first step is to define the problem or Statement of the
problem.

Statement of the problem

The main issue with customers these days is the experience they get out of their shopping time.
Ways of shopping has evolved over the years. So it is difficult to find out the most sought after
means of shopping that the customers prefer the most.

Objective of the study

1.To study the customers requirement

2.To analyze the strength and weakness of rivals

3.To know consumers perception towards Sony.

4.To study the availability of Sony products in current market scenario.

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Need of the study

This study is carried out to know about the ways which can be adopted by companies to improve
their customers shopping experience and also to know the general perception of the consumers
when they go out to Shop.

Research methodology and Research Design

Primary data:

Primary information is collected through personal interviews in one form or another by direct
communication. The ways to collect primary data followed for this study are :

(ii) Interview Method.

(III) Questionnaire Method

Secondary data:

Secondary data is when researchers collect data from someone else plan and have already
undergone statistical analysis. Secondary information is easily accessible from other sources and
there are no such storage methods.
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CHAPTER 4

DATA ANALYSIS
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Total numbers of respondents were 50.

1. How was the reception of the executives towards you while shopping?

particulars Number of respondents

Very good 10
Good 15
Average 10
Unsatisfactory 5
Poor 10
TOTAL 50
Table no 4.1

Very good Good Average Unsatisfactory Poor

20% 20%

10%

30%
20%

Graph no. 4.1

Interpretation: From the above pie chart we can see that out of 50 respondents 30% of the
respondents have said that the reception of the executives towards them while shopping goand
out of the 50% there are 20% of the respondents which said it was poor. The company need to
improve the reception of the customers.
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2. Based on your experience how likely are you to visit again?

Particulars Numberof respondents

Definitely yes 10
Most probably yes 12
Might or might not 16
No 12
Total 50
Table no 4.2

No
3%

Definitely
yes 25%

Might or might
not 41%

Most probably
yes 31%

Graph no 4.2

Interpretation: From the above table and pie chart diagram total 50 respondents were as asked
to fill the questionnaire out of which the maximum respondents have chosen “might or might
not”. From this we can interpret that the customers are not sure that they will be visiting the
stores again. So the company needs to focus on this so that the customers have a good
shopping experience.
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3. Was the transaction process quick and effective?

Particular Number of respondents

Yes 16

No 20

It took a while 14

Total 50

Table no 4.3

Yes
32%
It took a while
28%

No
40%

Graph no 4.3

Interpretation:

By seeing the above table and pie chart diagram we can say that the company or the store need to
work on the speed of thetransaction so that the customer should not be kept to wait for a long
time.
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4. Was the visual aspect of the store appealing to you?

Particulars Number of respondents

Yes it was very appealing 28

It was average 15

Lack of affordable products 7

Total 50

Table no 4.4

Not at all
3%

It was average
34%
Yes it was
appealing
63%

Graph no 4.4

Interpretation:

From the table and the pie chart depicted above, out of 50 respondents maximum people felt the
store was very much appealing to them visually. The store need to now work on otherfactors so

that they can help to increase the shopping experience of customers.

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5. Information provided by the executives while shopping

Particulars Number of respondents

It was accurate 30

Not accurate 15

Not useful at all 5

Total 50

Table no 4.5

Not useful at
all 10%

Not accurate
30% It was accurate
60%

Graph no 4.5

Interpretation:

From the above table and pie chart we can say that the maximum numbers of respondents are
happy with the information provided by the executives while shopping.
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6. What did you like the most while shopping at the store?

Particulars Number of respondents

Appearance of the store 26
Reception towards you 10
Products for the display 14
Total 50
Table no 4.6

Products for
the display
28%
Appearance of
the store
52%

Reception towards
you
20%

Graph no 4.6

Interpretation: By seeing the pie chart we can say that the most people have selected the option
of appearance of the store. The company needs to work on the other factors which will help them
to improve the shopping experience of the customers.
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7. Did you feel the executive was knowledgeable?

Particulars Number of respondents

Yes they knew what they were selling 18
No as they were only concerned with the 32
sales part
Total 50
Table no 4.7

36%

64%
Yes No

Graph no 4.7

Interpretation:

From the above table and pie chart we can say that the company needs to
concentrate on their executive in such a manner that the executive can get some knowledge about
the product and can explain the quality of the product to the customers. Not just with a mind of
selling the need to explain each and every thing related to the product which the customer needs
to know. By doing this it will end up in increase of the shopping experience of the customers.
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8. Based on your experience how was the product availability at the Stores?

Particulars Number of respondents

Almost everything was available 14
Few product lines were missing 26
Lack of affordable products 30
Total 50
Table no 4.8

Few product
line were
missing 17%
Lack of affordable
Other products
8% 8%
Almost everthing
was available
75%

Graph no 4.8

Interpretation:

From the above diagram we can make out that the customers are almost
happy with what is available in the store but there are people who have different needs apart
from other so the company needs to take that also into the point. They need to display affordable
products also in the store.
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9. Were you satisfied with the return and exchange policies offered?

Particulars Number of respondents

Yes it was reasonable 18
Convincing 25
Not at all 7
Total 50
Table no 4.9

Not at all
3%

yes it was
reasonable
41%

Convincing enough
56%

Graph no 4.9

Interpretation: By seeing the above pie chart it’s clear that the return and exchange policy is very
much excepted by the people so they just need to work on other factors which may play a role to
increase the shopping experience of the customers.
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10. How was your overall shopping experience at Sony?

Particulars Number of respondents

Excellent 12
Good 10
Average 9
Bad 10
worse 9
Total 50
Table no 4.10

Excellent Good Average Bad worse

24%
18%

20%

20%

18%

Graph no 4.10

Interpretation: From the above table and the pie chart we can see that the overall customers who
visited the stores have had an excellent shopping experience the company needs to add more and
more peoplein this list and much look to satisfy the consumers need by providing them a
wonderful shopping experience.
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11. Was the shopping experience similar to what they mentioned in their advertisements?

Particulars Number of respondents

Yes it was similar 17
No ads were more attractive 33
Total 50

No ads were more

attractive
16%

Yes it was similar

84%

Interpretation: From the above pie chart we can see that shopping experience which was shown
in the advertisement was not similar to the real shopping experience which they had in the stores.
Out of 50 respondents 84% of the customers said that the ads was more attractive than the real
experience. So the company needs to balance the ads in such a way that it matches the reality.

Unique selling points of three major Brands

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SL. Factors Sony LG SAMSUNG

Number

1. Location wise Good GOOD GOOD

2. Service attitude Excellent Average Poor

3. Pricing wise Best Poor Good

4. Professionalism Excellent Good Average

5. Quality wise Excellent Good Excellent

6. Information support Best Average Poor

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Chapter 5

RESULTS FINDINGS AND SUGGESTION

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Results:

From the above study following results have been obtained:

1.Most of the customers prefer hostile environment while shopping.

2. The customers want the hospitality to be nice with them.

3. Almost all the customers would like to visit the stores if the stores have a good infrastructure.

4.If the shopping experience was satisfactory to the respondents most of them were highly likely
to suggest it to the others.

5. The customers want the executives of the store to have enough knowledge about the products.

6. Customers not only want to see the expensive products in store but they also want to
affordable products.

7. They want genuine products in the stores not the demo models and fake models that are for
display.

Findings and suggestions

Findings :

1. Usually young people and women’s are main customers of Sony.

2. All customers want that there time should not waste after shopping, number of

cashier should be increased and the waiting process management should be

made good.

3.By the study we have found out that the customers felt the executives were not

Knowledgeable as to what they believed.

4. The visual aspect plays an important role because from our study we have found

out that almost all of the respondents find it very appealing.

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Suggestion:

Sony has been performing exceptionally well when it comes to the shopping experience of its
customers. The only problems of the customers was of time constraint i.e. it took a long time
while carrying out the transaction process and also the hospitality part must be improved as
many customers felt that the reception wasn’t good enough. So the ideal suggestion is to work on
their process to make them quick and effective so that the customers won’t have to wait for too
long.