ANALYSIS OF CONSUMER BUYING BEHAVIOR OF LCD TV AND

MARKET MAPPING OF DIGITAL STILL CAMERA

A PROJECT SUBMITTED IN

PARTIAL COMPLETION OF

POST GRADUATE DIPLOMA IN MANAGEMENT

TO

THAKUR INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

BY

AKASH JAUNJAL

PGDM (MARKETING) ROLL NO. 38

UNDER

PROF. APARNA KHARE

THAKUR INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

FULL TIME – BATCH – 2014-2016

C- Block, Thakur Educational Campus,

Shyamnarayan Thakur Marg, Thakur Village,
Kandivali (East), Mumbai 400101

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 DECLARATION

I, AKASH JAUNJAL, student of Post Graduate Diploma in Management Studies, Semester IV,
Thakur Institute of Management Studies and Research, hereby declare that I have completed the
final project on “ANALYSIS OF CONSUMER BUYING BEHAVIOR OF LCD TV AND
MARKET MAPPING OF DIGITAL STILL CAMERA” in the academic year 2015-2016.
The information submitted is true and original to the best of my knowledge.

Signature: Signature:

AKASH JAUNJAL PROF. APARNA KHARE

PGDM – Marketing (Project Guide)
Roll No.38

Date: 27/03/2016

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 CERTIFICATE

This is to certify that the study presented by Akash Jaunjal, to Thakur Institute of Management
Studies and Research, in part completion of Post Graduate Diploma in Management under A
Study of FMCD industry in India, has been done under my guidance in the year 14-16.
The project is in nature of original work. Reference work and relative sources of information have
been at the end of the project.

Akash Jaunjal

Forwarded through the Research Guide

Prof. Aparna Khare

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 ACKNOWLEDGEMENT

I express my sincere thanks to the management of my college for giving me the opportunity to
experience the relevance and importance of the FMCD industry in India.

I am grateful to my institute Director Dr. Ramakumar Ambatipudi for her excellent co-operation
and thus giving me an opportunity to enhance my research and technical skills in the sense of the
organizational activity.

First of all I would express my heartfelt gratitude to my mentor Prof. Aparna Khare who helped
me in every aspect of my project from start to end. Without her active aspect support this project
would not have been success.

Finally, I also would like to express my deepest gratitude towards Thakur Institute of
Management Studies & Research for providing me an opportunity to undergo this internship
program.

Akash Jaunjal
PGDM 2014-16
Roll No.38

4
 Executive Summary
Gurgaon and Faridabad are major regions in Haryana as far as demand for electronics goods is
concerned. With the fall in prices of these goods the demand for LCD TV and digital still cameras
has risen by leaps and bounds over the last few years in these areas. As a consequence, the
competition has become extremely tough. So, it becomes that much more important to understand
the consumer needs in order to satisfy them.
In order to understand consumer buying behavior of LCD TV, data was collected by means of
questionnaires directed towards prospective and current consumers of LCD TV and dealers as
well. The major factors which influence consumer buying behavior of LCD TV are Brand image,
Brand Loyalty, video quality, looks, price and family. 72% of the people said that their choice was
influenced by the young ones in their homes. It is also very evident that women tend to be more
influenced by free gifts and advertisements as compared to men. Another research shows that
women are one of the major influences that induce their family into buying products at home. This
suggests that they are the important ones to be targeted.
Another research done by Sony depicted that it is not the market leader as far as LCD TV is
concerned. The major reason identified behind this is lack of effective communication to the
consumer. Inspite of Sony significantly reducing its price of LCD TV, consumers still perceives it
to be an expensive brand. Apart from this, the consumers are not able to associate the brand
Bravia with Sony LCD TV. 80% of the people are ignorant about Bravia. So, all the efforts that
Sony makes to enhance Bravia’s brand image go in vein because unless and until there is brand
recognition, consumers will not be pulled towards the product.
Market mapping is an empirical task in order to find out a product’s market share. Sony might not
be a market leader in LCD TV in Gurgaon and Faridabad region but it is by far the market leader
in Digital Still Camera. The average demand this season for digital cameras is around 1200 units
per month. Sony leads the market with a staggering 56% market share. The major challenger is
Canon with a market share of 25% in the same region. And the market followers are Nikon,
Kodak and Olympus with a combined market share of 17%. One of the major reasons behind
Sony being successful in this product is the consumer’s perception of the brand
Cybershot. Cybershot has established itself as a very strong brand in the minds of the
consumers. Basically what can be concluded is apart from the quality and features of a
product a strong brand name has to be established in the minds of the consumer. For that
a strong brand recognition and recall is requires in order to inflict sales.

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 LIST OF TABLES & FIGURES
SR. NO. CONTENT PAGE.NO.
1.1 FIG. CURRENT SCENARIO BAR CHART
1.2 FIG ORGANISATION CHART
5. 1FIG. AGE OF THE RESPONDENT
5. 2 FIG. BRAND RECALL
5.3 FIG. BRAVIA RECALL
5.4 FIG. CONSUMER PERCEPTION OF DEALER AND CHILDREN
INFLUENCE
5.5 FIG. BEST PICTURE OF LCD TV – PIE CHART 1
BEST AUDIO OF LCD TV – PIE CHART 2
HIGHEST BRAND IMAGE – PIE CHART 3
5.6 FIG. FACTOR ANALYSIS
5.7 FIG. CONSUMER PERCEPTION BASED ON DEMOGRAPHIC
CHARACTERISTICS
A) AGE AND INFLUENCE OF PRICE
B) GENDER AND FREE GIFTS AND ADVERTISEMENT
5.8 FIG. BRAND RECALL VS. BRAVIA RECALL
5.2.1 DEALER’S INFLUENCE ON BUYER
FIG.
5.2.2 AGGREGATE MARKET SHARE OF DIFFERENT BRANDS
FIG.
5.2.3. MARKET SHARE GURGAON REGION
FIG.
5.2.4 MARKET SHARE FARIDABAD REGION
FIG.
6.1 FIG. BUYING PREFERENCE

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 TABLE OF CONTENTS
SR. TOPIC PAGE
NO. NO.
1 INTRODUCTION
1.1 INDUSTRY OVERVIEW
1.2 COMPANY OVERVIEW
1.3 COMPETITORS ANALYSIS

2 PROJECT PROFILE
2.1 PRIJECT TITLE
2.2 RESEARCH PROBLEMS
2.3 PURPOSE OF STUDY
2.4 OBJECTIVE OF STUDY
2.5 NATURE OF THE STUDY
2.6 LITERATURE REVIEW
3 RESEARCH METHODOLOGY
4 OBSERVATION
5 DETAILED ANALYSIS
6 FINDINGSS AND DISCUSSIONS

7 RECOMMENDATION AND CONCLUSION

8 LEARNING AND OUTCOME
9 BIBLIOGRAPHY AND REFERENCES

10 ANNEXURE

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 Chapter 1: Introduction
1.1 Industry Overview
1.1.1 Global Scenario
Consumer electronics include electronic equipment intended for everyday use. Consumer
electronics are most often used in entertainment, communications and office productivity.
Some products classed as consumer electronics include personal computers, telephones, MP3
players, audio equipment, televisions, calculators, GPS automotive navigation systems and
playback and recording of video media such as DVDs, VHSs or camcorders. The global
consumer electronics industry is dominated by Taiwanese, American, Japanese and Korean
companies. Popular brands include Sony, Panasonic, Toshiba, Acer, Asus, View Sonic,
Apple, HP, Dell, Samsung, LG and others.
The CEA (Consumer Electronics Association) estimates 2007 Consumer Electronics sales at
150 billion dollars.
Consumer electronics are manufactured throughout the world, although there is a particularly
high concentration of manufacturing activity in the Far East, in particular Japan and South
Korea. The latest consumer electronics are previewed yearly at the Consumer Electronics
Show in Las Vegas, Nevada, at which many industry pioneers speak.
One overriding characteristic of all consumer electronic products is the trend of ever-falling
prices. This is driven by gains in manufacturing efficiency and automation, lower labor costs
as manufacturing has moved to lower-wage countries, and improvements in semiconductor
design. Semiconductor components benefit from Moore's Law, an observed principle which
states that, for a given price, semiconductor functionality doubles every 18 months.
While consumer electronics continues in its trend of convergence, combining elements of
many consumer electronic items, the consumer faces different decisions when purchasing
their items. The variables are becoming more about 'style and price' rather than 'specification
and performance'. This convergence of technologies promises a shrinking of choice of retailer
to the consumer and the rise of manufacturer status within the home.

1.1.2 Indian Scenario

The Electronics Industry in India took off around 1965 with an orientation towards space and
defence technologies. This was rigidly controlled and initiated by the government. This was
followed by developments in consumer electronics mainly with transistor radios, Black &
White TV, Calculators and other audio products. Colour Televisions soon followed. In 1982-a
significant year in the history of television in India - the government allowed thousands of

8
colour TV sets to be imported into the country to coincide with the broadcast of Asian Games
in New Delhi. 1985 saw the advent of Computers and Telephone exchanges, which were
succeeded by Digital Exchanges in 1988. The period between 1984 and 1990 was the golden
period for electronics during which the industry witnessed continuous and rapid growth.
From 1991 onwards, there was first an economic crises triggered by the Gulf War which was
followed by political and economic uncertainties within the country. Pressure on the
electronics industry remained though growth and developments have continued with
digitalisation in all sectors, and more recently the trend towards convergence of technologies.
After the software boom in mid 1990s India's focus shifted to software. While the hardware
sector was treated with indifference by successive governments. Moreover the steep fall in
custom tariffs made the hardware sector suddenly vulnerable to international competition. In
1997 the ITA agreement was signed at the WTO where India committed itself to total
elimination of all customs duties on IT hardware by 2005. In the subsequent years, a number
of companies turned sick and had to be closed down. At the same time companies like Moser
Baer, Samtel Colour, Celetronix etc. have made a mark globally.

1.1.2.1 Current Scenario

The growing Indian market for electronic products is over US$25 billion and is growing
at about ~30% per annum. At this rate it is projected to exceed US$ 70 billion by 2010
and US$158 Billion by 2015. This growth has attracted global players to India and
leaders like Solectron, Flextronics, Jabil, Nokia, Elcoteq and many more have made large
investments to access the Indian market. In consumer electronics Korean companies such
as LG and Samsung have made commitments by establishing large manufacturing
facilities and now enjoy a significant share in the growing market for products such as
Televisions, CD/DVD Players, Audio equipment and other entertainment products.
The growth in telecom products demand has been breathtaking and India is adding to
million mobile phone users every month. With telecom penetration of around 10%, this
growth is expected to continue at least over the next decade. Penetration levels in other
high growth products are equally and growth in demand for Computer/ IT products, auto
electronics, medical, industrial, as well as consumer electronics is equally brisk.
Combined with low penetration levels and the Indian economy growing at an impressive
7% per annum, the projection of a US$150 Billion and the market is quite realistic and

9
 offers an excellent opportunity to electronics players worldwide. In this report we will be
more concerned about the consumer electronics industry specifically LCD TV and
Digital still camera.

Bar Chart 1: Production Trends In Major Hardware Sectors (Rs million)

1.2 Company Overview

1.2.1 SONY- A global Overview
It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate
and committed group of employees started to build “Tokyo Tsushin Kenkyujo” (Totsuko), or
“Tokyo Telecommunications Research Institute” into the billion dollar global conglomerate
that it is today. The main objective of the company was to design and create innovative
products which would benefit the people.
From early attempts at creating products like the rice-cooker to the later success of creating
Japan’s first magnetic recorder, the innovative company went on to create other hit products
which won the company widespread recognition and international acclaim as a truly global
company known for its quality and innovative products. Significant product milestones
included Japan’s first transistor radio (1955), Trinitron colour television (1968), Walkman
personal stereo (1979), Handy cam video camera (1989), PlayStation (1994), Blu-ray Disc
recorder (2003) and PlayStation 3 (2006).
The company name of Sony was created by combining two words of “sonus” and “sonny”.
The word “sonus” in Latin represents words like sound and sonic. The other word “sonny”
means little son. Used in combination, Sony is supposed to represent a very small group of
young people who have the energy and passion towards unlimited creations and innovative

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ideas. With the far-sight of expanding worldwide, it was in 1958 that the company formally
adopted “Sony Corporation” as its corporate name. Easy to pronounce and read in any
language, the name Sony, which has a lively ring to it, fits comfortably with the spirit of
freedom and open-mindedness. Sony employment count is 180500 employees worldwide as
on 31st March 2008.

1.2.1.1 An Indian Overview

One of the most recognized brand names in the world today, Sony Corporation, Japan,
established its India operations 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 country’s 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 quality, digital concepts and
personalized service that has ensured loyal customers and nationwide acclaim in the
industry.
With brands names such as BRAVIA, Xplod, Sony hi-fi, Handycam, Cyber-shot‚
WEGA, VAIO, Walkman, Memory stick‚ PlayStation and AIWA, Sony has established
itself as a value leader across its various product categories of Audio/Visual
Entertainment products, Information and Communications‚ Recording Media, Business
and Professional products.

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 Source: www.Sony.net
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, Sony’s exclusive stores ‘Sony World’ are fast becoming the most visible face of
the company in India.
Sony India also has a strong service presence across the country with 21 company owned
and 172 authorized service centres. A distinctive feature of Sony’s service is their highly
motivated and well-trained staffs that provide the kind of attentive and sensitive service
that is rare today.
Sony is committed to ensuring that both the products and the marketing activities
employed truly make a difference to people’s lifestyles and offer them new dimensions
of enjoyment – experiences which are ‘like no other’.

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1.2.2 Key Product Lines
1.2.2.1 BRAVIA LCD TV and WEGA CRT TV
The era of High Definition has arrived and Sony’s Bravia LCD TVs are here to help the
customer fully enjoy its advantages. Innovation, creativity and technology come into
play in the creation of Bravia LCD TVs, bringing an unprecedented level of realism,
both visually and aurally. Additional features like faster response time and PC
connectivity help create the full entertainment experience.
As far as CRT TV is concerned, it’s all about features, quality, style. Sony’s range of
CRT TVs offer analog and digital high-definition inputs, superior audio features and
picture-enhancing technologies for superior visual and aural results.

1.2.2.2 Blue-Ray Disc Player and DVD Player

With a format that delivers five times the capacity of DVDs today, Sony’s Blu-Ray
Disc Player is for ardent lovers of home entertainment. With the player, one can
experience the full capability of High Definition. The player’s “Cinema Tuned” Digital
Processing is able to produce stunning visuals and cinema-like surround sound. The
player not only is backwards compatible with DVDs, but plays them with better images
than a DVD player.
Sony’s DVD Players are focused on providing excellent picture and sound quality for a
first-rate viewing experience. Sony’s Precision Cinema Progressive system can detect
image changes at the pixel level, resulting in images close to the original source data to
provide vivid pictures, even with damaged DVDs. Recognizing other formats like MP3,
our versatile DVD players can also play audio tracks, and support a variety of other
formats.

1.2.2.3 Home Theatre System

Putting a range of quality components into one system, Sony’s Home Theatre Systems
offers great convenience. Each component delivers quality performance, such as
upscaling DVD players that produce stunning visuals in High Definition and powerful
speakers that give out surround sound. Home Theatre systems are also versatile, with
digital tuner with AM/FM tuner and compatibility with many different formats.

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1.2.2.4 Cyber Shot Digital Still Camera
Everyone can be a photographer with Sony’s wide range of Cyber-shot cameras that
aim to provide customers with utmost satisfaction. Packed with plentiful features like
Super SteadyShot, High Sensitivity and Real Imaging Processor, one can be sure that
each of the Cyber-shot cameras delivers a superior performance. To complement their
functions, Sony has also developed a series of Digital photo printers and accessories
that specifically caters to the Cyber-shot range.

1.2.2.5 Handycam HD and standard video camera

Filming videos could not be more fun with Sony’s versatile range of high definition
camcorders. Pushing the limit of technology, Sony’s Handycam® camcorders offer
stunning clarity and vivid details in video and still image performance in a variety of
media formats. Not only will the recordings look great, they sound great as well due to
Dolby Digital audio recording. As far as standard definition video camera is concerned
Quality on a budget best describes Sony’s range. If customer wishes for striking details
yet looking for something affordable, Sony has the appropriate camcorder. One can
choose from recording directly on a DVD, hard disk drive or Mini DV.

1.2.2.6 VAIO Laptop

From ultra-mobile lightweight business laptops to powerful desktop replacements there
is a VAIO laptop to suit everyone. Available in different colours and styles one gets a
lot of variety to chose from. VAIO has also presented to the world the world’s first
Blue- ray Disc Notebook along with flash memory instead of hard drive and that in
itself is a breakthrough revolution in technology.

1.2.2.7 Playstation gaming console

Combining all areas of entertainment into one device, Sony has created the ultimate
gaming and entertainment tool with the PLAYSTATION®3. Apart from its powerful
gaming capabilities, customers can also enjoy the prowess of the Blu-ray Disc Drive,
offering the best in digital entertainment previously unseen along that with multi-media
features like Internet access, digital photo viewing, and digital audio and video,
customers can experience a new generation of high-definition graphics and digital
entertainment.

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It’s a new age of mobile digital entertainment with the arrival of the
PlayStation®Portable (PSP). With this ergonomically fashioned device, customers can
not only enjoy gaming on the go, but also have all their favourite music and movies
packed in one tiny gadget, or access your photos in an instant, anytime and anywhere.
With Internet features, one can even engage in battles with other players.

1.2.2.8 Mobile Phone

Sony Ericsson has a wide range of phones for customers to pick from. If a customer is a
music lover, the Walkman series will suit him just right. If one wants a phone for talk
and text messaging purposes, Sony simple and functional phones f. If customer is a
businessman, he can choose from Symbian™ OS smartphones that can accommodate
business needs. Those who are trigger happy will love Cyber-shot™ phones.

1.2.2.9 Xplod In car Entertainment

A good quality and reliable CD receiver does not necessarily mean it will be expensive.
Sony’s range of in-car CD receivers offers the customers quality for money, and
aesthetic joy with their stylish designs. Now you one compile his favourite songs on a
CD and play them to crisp and clear quality. With equalizer, AM/FM tuner, internal
amplifier and more features, Xplod car audio system is more than just for providing
music, it lets the listener immerse in a perfect audio environment.
Delivering crisp and clear sounds is the aim of Sony’s extensive range of Xplod
speakers. To ensure high-quality audio, Xplod speakers also feature subwoofers that
produce clean bass sounds that perform its best at higher frequencies. Regardless of
external noises from outside the car or other disturbances, the speakers are built to
deliver what it’s supposed to- quality sound and bass.
Bringing customers the newest in mobile entertainment technology is Sony’s latest
brainchild of visual entertainment in the car. With an LCD monitor, a DVD receiver or
Touch-Screen Multimedia Centre receiver, one can enjoy movies with incredible
colours and stunning sharpness. With the Zone-by Zone function, the front and the rear
have the flexibility to enjoy different entertainment modes, independent of each other.
If a customer is a bass lover, Sony’s Xplod amplifiers have what it takes to set his heart
thumping to the beat of the music. The more powerful the amplifier is, the cleaner the
sound from the speakers. Xplod amps can deliver 1200 Watts Max Power into 4 Ohms,
making sure that listeners get the oomph they need. Apart from offering quality sounds

15
 free from distortion and heavy duty bass, Xplod’s amplifiers are also designed to appeal
visually.

1.2.2.10 Storage and Recording Media

Sony Memory Stick can be selected from varying different storage sizes and speed of
transfer. The ultra tiny storage media offers you a wealth of entertainment possibilities.
One can use it alone as means of transferring information or use it with a whole range
of Sony products; capture precious memories with Cyber-shot cameras, enjoy their
favorite games in PSP, or store phone numbers and information on Sony Ericsson
mobile phones.
Data transfer and storage are extremely common these days, be it for work or personal
purposes. With Sony’s vast collection of USB storage media, one can find the ideal one
that suits the situation or intention. Sony’s Micro Vault Tiny and Micro Vault Classic
are perfect for quick transfer of general information from one PC to another; but if one
wish to transfer more sensitive data or make sure that the data is protected, then the
Micro Vault Biometric, with its fingerprint access, will do the job.
As far as data storage media is concerned Sony’s CDR is able to store more information
and can be easily read by a CD-Rom, but if one wants to store even more data or high
quality data, series of DVDs and Blu-Ray discs might be just what the customer’s need.

1.2.3 Competitor Analysis

1.2.3.1 LCD TV
Another research done by Sony showed that Sony is not the market leader in LCD TV
in the Gurgaon and Faridabad Region. Samsung is the market leader with 32% market
share followed by Sony and LG with 25% and 23% market share respectively. So, LG
and Samsung give fierce competition to Sony in LCD TV market in Gurgaon and
Faridabad region and hence they are the major competitors. Among other competitors
are Philips, Panasonic and Toshiba which don’t pose much of a competition to Sony but
with the increasing demand of LCD TV they are definitely trying hard to catch up in the
near future. The primary objective of this research is to find out why Sony despite its
undisputed brand name and product quality of LCD TV is not the market leader in
Gurgaon and Faridabad region.

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 If we look at Samsung it is the market leader in LCD TV in this region. The reason
behind this seems to be the consumer’s perception of the brand Samsung as far as LCD
TV is concerned. Consumers perceive that Samsung has a good brand image and a
decent quality in LCD TV. But on these two parameters Sony is better than Samsung
but its still not the market leader. So, the primary objective is to find out what Samsung
is doing that Sony is not doing and consequently suggest counter actions. So in nutshell:
 Samsung is the Market Leader
 Sony and LG are Market Challengers
 Philips, Panasonic and Toshiba are Market Followers
 Hitachi is the market nicher
So, here Since Sony is following an aggressive marketing strategy, it should try to
attack the market leader Samsung and the market challenger LG. Other brands don’t
pose much of a competition. So, they can be avoided as for now.

1.2.3.2 Digital Still Camera

As far as digital still camera market is concerned, Sony has a strong hold. But it is
challenged by brands such as Canon, Nikon, Kodak and Olympus in India. So, it should
keep an eye on them.

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 Chapter 2: Project Profile

2.1 Project Title:

Analysis of Consumer Buying Behavior of LCD TV and Market Mapping of Digital Still Camera.

2.2 Research Problem

The research problem in this study is to find out, how much a consumer perceives that he is
influenced by Product related factors and non product related factors when he decides to buy an
LCD TV. The product related factors include:
 Looks
 Audio Quality
 Video –Quality
Other factors such as Price, brand image, brand loyalty and brand recall have also been
incorporated.
The non- product related factors can further be categorized under two heads which are
2.2.1 Marketer controlled factors such as sales people, trade shows, Advertisements, instore
displays etc
2.2.2 Non- marketer controlled factors such as friends, family news material etc.
After the consumer’s perception about the abovementioned factors is determined, the next step is
to find the gap between consumer’s perception of these factors and what the consumer’s perceive
about Sony LCD TV.

Analysis of consumer buying behavior was done mainly to understand the psyche of customers in
the National Capital Region except Delhi, which mainly includes Gurgaon and Faridabad regions.
These areas were mainly segregated on the basis of differentiating consumer buying patterns in
pertaining to different areas such as:

 Malls
 City Markets
 Offices
 Households

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The primary data was collected from the abovementioned areas from each of the cities in order to
reduce biasness in data and get authentic information. Since, dealers also have a great idea on how
consumers perceive, primary data was also collected from the dealers on similar parameters as the
consumers.

In market mapping of digital still camera, the main focus is to calculate market share of different
brands of digital still camera in the Gurgaon and Faridabad region. The primary data was
collected from all the digital still camera dealers of Gurgaon and Faridabad region. All types of
dealers such as Exclusive stores and Multi- Brand stores have to be visits in order to find out the
market share of different brands.

2.3 Purpose of Study

The basic purpose of analysis of consumer buying behavior of LCD TV is to find out consumer’s
perception of Sony’s LCD TV, consequently find out deviations from how Sony wants to project
its LCD TV in consumer’s mind and consequently recommend corrective actions.
As far as Market mapping of digital still camera is concerned it was done with a purpose of
ascertaining Sony’s market share in Gurgaon and Faridabad region with regards to digital still
camera.

2.4 Objective of Study

2.4.1 Analysis of Consumer Buying behavior of LCD TV
This study aims to review the influence of various factors which induce a person into
Buying an LCD TV. The specific objectives of this research are:

2.4.1.1 To identify the various factors which influence a consumer into buying an LCD
TV?

2.4.1.2 To group various factors in order to separate more influential factors from less
influential factors.

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 2.4.1.3 To find out whether or not Sony is able to fulfil consumer’s expectations in LCD
TV at all the levels.

2.4.1.4 To find out deviations of consumer’s expectations from Sony LCD TV’s
perception in the mind of consumer and recommend possible steps that can be
considered.

2.2.2 Market Mapping of Digital Still Camera

2.2.2.1 To find out total market of digital still camera in Gurgaon and Faridabad region.

2.2.2.2 To find out Market share of different brands of Digital Still Camera in the same
region.

2.2.2.3 To ascertain Sony’s market position in the market in terms of Market Share.

2.5 Nature of the Study

The research carries out is qualitative as well as quantitative in nature. It is qualitative as we are
trying to understand the consumer buying behavior and it is concerned with subjective assessment
of attitude and opinions. It is quantitative as a complete quantitative analysis is done in order to do
the market mapping of digital still camera.

20
2.6 Literature Review
Manufacturers of LCD-TV tend to focus on technology with little consideration for customer
needs. Previous researchers such as Yu-Jing Chiu, Hsiao-Chi Chen, Gwo-Hshiung Tzeng, and
Joseph Z. Shyu have researched customer behavior in order to learn more about customer needs in
an effort to reduce the gap between technology and customer needs. Customer behaviour is
defined in their study as buying behavior. The traditional concept of marketing strategy is not
multi-dimensional, so they employed the Decision Making Trial and Evaluation Laboratory
(DEMATEL) method. The DEMATEL method is used to detect customer buying-decision-
factors. The relative relationship supports strategic planning in actual situations and the
competitive environment. Results show that customer buying-factors include price, quality,
resolution of kinescope, low radiation, and the relationship between these factors. Quality is a
powerful factor affecting others, with advertising as a prime example. The marketing strategy
planning framework is proposed according to the relationship of decision factors. Their study
provided relationships and marketing strategy planning for firms in the LCD-TV market to meet
customer needs.

The following research studies the various factors that induce a person into buying an LCD TV
and also proposes to do market mapping of digital still camera.

21
 Chapter 3: Research Methodology
3.1 Analysis of Consumer Buying Behaviour of LCD TV
3.1.1 Research Design
As far as research design is concerned data was collected by means of structured questions.
The questionnaire was directed towards prospective and current buyers of LCD TV as well as
the dealers. It is done on dealers because dealers are the critical point of contact when a
consumer decides to buy an LCD TV and hence valuable information can be derived from
them regarding consumer’s perception. So, the research is basically a survey method in which
their perception, awareness, motivations and with accordance with their demographic
characteristics will be evaluated.

3.1.1.1 Criteria for evaluation

a. Product related factors such as Looks, Audio Quality and Video Quality.
b. Marketer controlled factors
c. Non marketer controlled factors
d. Other influences such as brand recall, brand loyalty, price etc.
The marketer controlled factors and non marketer controlled factors will become clear
from the following matrix.

PERSONAL IMPERSONAL

 Advertisements
Marketer  Dealers & salespeople  Instore display and
 Tradeshows and
Controlled exhibitions presentation
Factors  Sales Promotion activities

Non-
Marketer  Friends  News materials
Controlled  Family  Magazines
Sources

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 3.1.1.2 Scales Used
Itemised rating scale and Likert rating scale was used in the questionnaire directed
towards the consumers as well as dealers. These scales can be referred in Annexure I.

3.1.2 Sampling Method

Stratified random sampling was done in order to select the samples. The population was
divided in stratus on the basis different areas such as Malls, offices, City markets and general
households as far as consumers are concerned. Simple random sampling was not preferred in
this case because in simple random sampling those respondents also come who are not the
prospective consumers of LCD TVAs far as dealers are concerned, simple random sampling
was done in order to select the sample. But it was made sure that all the different types of
dealers are covered whether big or small, whether exclusive or multi brand stores or whether
in malls or in congested city markets or in the region just outside the city. This was done to
get a feel of all the various types of dealers to get more reliable and authentic dealer’s point of
view.

3.1.3 Sample Size

A sample of 100 consumer respondents was taken from Gurgaon and Faridabad region for the
analysis of consumer buying behaviour of LCD TV. Respondents from different age groups
and income groups were included in the sample. Our main focus in this research lies in the
age group up to 45 years.
As far as dealers are concerned a sample of 33 dealers was taken for the questionnaire out of
a total 67 dealers of LCD TV in Gurgaon and Faridabad region.

3.1.4 Sample area

The sample area was Gurgaon and Faridabad region. Under these, Malls, City markets,
offices and households were covered.

3.1.5 Statistical Tools

Statistical tools such as frequency analysis, Cross- Tabulation, Factor analysis and
Spearman’s Rank Correlation were used for analysing the data collected and consequently
draw conclusions. All these Statistical tools were employed using SPSS (Statistical Package

23
 for Social Sciences). Frequency analysis was used in order to analyse information at the basic
level. Cross- Tabulation was used in order to do simple frequency analysis but with regards to
different demographic characteristics such as age of respondent and gender of respondent.
Factor analysis was mainly done for data reduction and to separate more influential factors
from less influential factors. Spearman’s rank correlation was used in order to find out
whether or not Sony’s LCD TV lives upto consumer’s expectation.

3.2 Market mapping of digital still camera

3.2.1 Research design

All the dealers needed to be visited in order to do the market mapping of digital still camera.
So, I visited all the dealers of digital still camera in the Gurgaon and Faridabad Regions. The
basic purpose of visiting the dealers was to get their average sales per month of digital still
cameras with regard to different brands such as Sony, Canon, Nikon, Kodak, Oylmpus, Fuji,
Sanyo, Casio, Samsung, Panasonic and others if any. There were a total of 47 dealers. The
dealers I visited can be classified as:
 National Retailers such as Reliance, Spencer’s, Big Bazaar, Jumbo etc.
 Exclusive outlets such as Sony World, Canon Store etc.
 Multi Brand outlets
 Photo Studios such as Kodak Express and others.

3.2.2 Data Collection

Data was collected with the help of simple interaction but at the same time dealers were
always insisted on giving authentic information. Sometimes when the information didn’t
seem authentic, the information was confirmed from the store’s salesperson and consequently
authentic information was derived. It should be noted that the data collected from the dealers
is purely quantitative in nature.

3.2.3 Areas Covered

As far as areas covered are concerned not only Gurgaon and Faridabad were covers but the
areas which lie on the outskirts of these regions were also covered.
These regions include:
 Ballabgarh which lies just outside Faridabad

24
 Mathura Road which comes on the way to Faridabad
 Palam Vihar which lies on the Delhi- Gurgaon Border
 Sohna Road which lies outside Gurgaon
 Khandsa near old railway road just outside old Gurgaon

These regions would not have made much of the difference in the findings of the study but
these definitely made the data more authentic and reliable.

3.2.4 Statistical Tools

As far as statistical tools are concerned simple frequency analysis was done with the help of
Microsoft Excel.

25
 Chapter 4: Observations

During the course of research I made the following observations.

4.1 Observations related to Consumer Buying Behavior
4.1.1 Consumer Profile
It was observed that during the course of research a large contingent of people who came to
buy LCD TV were around 30 to 40 years old and most of the time they were accompanied by
their children. This was a very common observation in Malls and Large retail outlets such as
Jumbo Retail and Reliance Digital. Moreover, I also observed that unlike the customers in
small cities, the customers were quick decision makers ie: if a customer wants to buy an LCD
TV he will do it within a few minutes rather than linger around for hours and still buy
nothing. This suggests that many of the customers gather relevant preliminary information
before they decide to buy a rather expensive product such as an LCD TV. Another
observation was that buyers in Gurgaon region seemed to be relatively more aware and
educated as compared to the buyers in the Faridabad Region.

4.1.2 Sony’s Marketing Strategy

I came to know that SONY adopts a marketing strategy which is significantly different from
its competitors as their primary focus remains on product quality and innovation in order to
induce the customers into buying their product. But recently they have started pricing their
LCD TV’s more aggressively without adversely affecting the product quality in any way.
Also I came to know from the dealers that price of the LCD TV is one of the primary factor
which affects a consumer’s choice of LCD TV.

4.1.3 Dealer’s Profile

Another observation was that the brand value and image in the minds of the dealers is very
well established and is better than most brands. I found out that many of the dealers preferred
selling SONY products inspite of the fact that other brands offer them better Dealer Margins.
To my surprise the reason for this was that the dealers also have brand loyalty.

26
4.2 Observation related to market mapping of Digital Still Camera
4.2.1 Competition among dealers
I covered all the dealers in the Gurgaon and Faridabad region for the market mapping of
digital still camera. I observed that competition among the dealers was relatively fiercer in
Gurgaon region than the Faridabad region. This is due to the fact that Faridabad market for
digital still cameras is not even 1/3rd as compared to the Gurgaon market. More over there
are a large number of big retailers in Gurgaon which sell more than 100 cameras per month
but in Faridabad region not even a single dealer is able to sell 100 cameras in a month.

4.2.2 Dealer’s profile

It was also observed that there are more dealers of digital still camera in Gurgaon as
compared to Faridabad region. Where there are 31 dealers in Gurgaon, there are only 16
dealers in Faridabad for the same. It was also observed that dealers in Gurgaon were
relatively technically well equipped than the Faridabad dealers.

4.2.3 Sony’s Market Position

Inspite of Faridabad being the smaller market the consumers was more loyal to buy a Sony
digital still camera as compared to the Gurgaon region. As a result Sony has a better hold in
Faridabad than Gurgaon as far as market share is concerned.

4.3 Problems Encountered

4.3.1 Problems encountered with the dealers
During my learning in this SIP, the problem encountered in the project is that sometimes a
few dealers resisted giving the sales volume data for the purpose of market mapping. Few of
the exclusive retail stores such as Chroma in Faridabad and a few others argued that they
were not authorized to leak information about company’s sales. But I learned that by being
patient and persistent one can get the required information if not the complete information.

4.3.2 Less literacy among Faridabad dealers

In Faridabad many of the dealers were less educated as compared to the dealers in Gurgaon.
So, many-a-times they had a problem understanding the questions in the questionnaire. So, I
had to translate certain questions in Hindi and consequently the problem was solved.

27
4.3.3 Problems encountered with the consumers
Some of the people resisted filling the questionnaires but I kept on trying and I ultimately got
the questionnaires filled from 100 respondents which was my intended sample size.

28
 Chapter 5: Detailed Analysis

The following section of the report deals with the detailed analysis of the complete study. It
includes analysis of consumer buying behavior of LCD TV as well as Market mapping of Digital
Still Camera
5.1 Consumer Buying Behavior of LCD TV
5.1.1 Consumer data analysis
5.1.1.1 Demographic Characteristics
There were in total 100 respondents out of which there are 42 females and 58 males. The
respondents belonged to different age groups which are further depicted in the following
table. Our primary target segment is respondents upto the age of 45 years.

Table 1: Age of the respondent

Frequency Percent Valid Percent Cumulative Percent
Valid below 25 37 37.0 37.0 37.0
25 - 35 35 35.0 35.0 72.0
35 - 45 22 22.0 22.0 94.0
45 - 55 6 6.0 6.0 100.0
Total 100 100.0 100.0

5.1.1.2 Brand Recall

Sony LCD TV is very good on brand recall. When asked, it was found out that Sony was
the brand which came on the minds of 50% of the respondents when they think of LCD
TV. (Refer to Annexure I Question 1- 10.1.1)

29
 Bar chart 2
5.1.1.3 Bravia Recall
Inspite of Sony having an exceptional Brand Recall, it was found out that only 24% of the
respondents know what Bravia is which is the Brand name of Sony’s LCD TV. This
suggests that there can be some flaw in the communication strategy that Sony follows with
regards to the Bravia LCD TV.

Bar chart 3

30
 5.1.1.4 Consumer’s Perception of Dealer and Children’s influence
More than 50% of the respondents perceive that the dealers had an influence on their
choice when they decide to
purchase an LCD TV while a
staggering 68%. Of the
respondents perceive that the
young ones in their home have a
say in deciding which LCD TV
brand to buy. Bar chart 4 depicts
that 16% of the respondents don’t
even know whether or not dealers
have an influence on their choice
of LCD TV.

Bar Chart 5
5.1.1.5 Consumer’s perception of Sony LCD TV’s Brand image, video quality and audio
quality
Sony stands out as far as these three parameters are concerned. 52% of the respondents
believe that Sony offers them the best picture quality, 57% believed that Sony has the
highest brand image and 56% of the people believe that Sony LCD TV offers them the best

31
audio quality. The two brands which pose some sort of a competition to Sony with this
regard are Samsung and LG and Philips upto some extent.

Pie Chart 2

32
 Pie chart 3

5.1.1.6 Factor Analysis

Factor 1 Factor 2 Factor 3 Factor 4 Factor 5

Component Video Advertisements After sales Friends Exhibition
1 quality influence service influence influence and demo
influence influence
Component Audio TV influence Warranty offered Family Hoarding
2 quality influence influence and
influence billboards
influence
Component brand Newspaper and Complementary Internet Free gifts
3 image magazine installation influence and offers
influence influence influence influence
Component brand In-store product Price influence Price Newspaper
4 loyalty display and influence and
influence presentation magazine
influence influence
Component looks Free gifts and Free gifts and Newspaper

33
 5 influence offers influence offers influence and
magazine
influence
Component Family Complementary TV
6 influence installation influence
influence
Component Price Price influence
7 influence
Component Warranty brand image
8 offered influence
influence
Component Hoarding and
9 billboards
influence

Table2: Factor Analysis

There are various factors which influence a buyer into buying an LCD TV. A total of 19
such factors were identified during the course of the research. These factors included
internal factors such as audio quality, video quality, price, looks etc. It also includes external
factors such as advertisements, free gifts, newspapers and magazines etc. The main motive
of factor analysis was to separate more influential factors from the less influential factors.
This way an effective marketing strategy can be developed giving more importance to more
important factors and desired importance to less important factors.

All the various influences can be divided under five factors. Components under factor 1 are
the most influential factors while the influence of the components is in the descending order
as we move downwards from 1 to 9. The components under each factor are strongly related
with each other. The influence of factors also goes on decreasing as we move from factor 1
to factor 5. The 5 factors can be considered as 5 different types of consumers where factor 1
is consumer 1, factor 2 is consumer 2, factor 3 is consumer 3 and so on. Consumer 1 is
influenced by components under factor 1, Consumer 2 is influenced by components under
factor 2, Consumer 3 is influenced by components under factor 3 and so on. We must keep
in mind that consumer 1 is the most important consumer for Sony, and hence Sony should

34
target the components under it but at the same time it should not ignore the components
under other factors.

So, here we have come to a conclusion that video quality, audio quality, looks, brand image
and price are the most important factors by which consumers are strongly influenced.
Warranty offered is also an important factor but since all the brands of LCD TV offer the
same warranty conditions it doesn’t leave much of a scope here. Among external factors
family has a strong influence on consumer’s choice of LCD TV. It was also found out that
most of the external influences come into play only when the conditions or components
under factor 1 are satisfactory. Only then factors like advertisements, instore display, TV,
newspapers and magazines, free gifts have an influence on consumer’s choice of LCD TV.
So, it can be said that these factors have considerable influence on a consumer’s choice. It
must be kept in mind that although the components under factor 3,4&5 are not as influential
as components under factor 1&2, these can still not be ignored. It is observed that some of
the components such as price, brand image, free gifts etc are coming under more than 1
factor. It can only be said that that component becomes that much more important. An
individual influence of each of these factors can be studied by the graphs and tables under
Annexure II -10.2.

5.1.1.7 Consumer’s perception Based on Demographic Characteristics

a) Age and influence of price
It was analysed that as the age of the respondent increases, he tends to be less influenced by
price of LCD TV. This will further become clear from the following bar table. If we see the
table, 17 out of a total 36 respondents below the age of 25 were strongly influenced by price
but only 20 out of 63 respondents above the age of 25 years were strongly influenced by
price.

35
Age of the respondent * Price influence Crosstabulation
Price influence
no little moderate considerable strong
influence influence influence influence influence Total
Age of the below
1 1 6 11 17 36
respondent 25
25 - 35 1 3 7 10 14 35
35 - 45 0 2 10 5 5 22
45 - 55 0 0 3 2 1 6
Total 2 6 26 28 37 99

b) Gender and free gifts & Advertisements

It also became very clear that the females’ choice of LCD TV was more influenced by free
gifts and advertisements as compared to males. This is very evident from the following Bar
Charts.

36
It was found advertisement had considerable or strong influence on 22 males out of 56
males. Whereas 29 out of total 42 female respondents were strongly influenced or

37
 considerably influenced by the advertisements. If we look at free gifts it had considerable or
strong influence on 21 out of 57 male respondents while the same influence was found on
29 out of 42 female respondents. There was another research which showed that women are
major influencers when it comes to buying an expensive product such as an LCD TV. This
suggests that if the women can be offered lucrative gifts and this offer is communicated by
means of advertisements generating an emotional appeal in the message, this can really
work wonders for increasing the sales of Sony’s LCD TV.

5.1.1.8 Brand recall Vs Bravia recall

It is evident that Sony LCD TV is very good on brand recall as discussed earlier but as far as
Bravia recall is concerned, only 25 out of 100 respondents know what Bravia is. So, 75
respondents don’t know what Bravia is. And it was found out that out of those 75
respondents, 35 thought that Sony is the brand which comes to their mind first when they
think of LCD TV. This means that these 35% people are strong prospective consumers of
Sony LCD TV. But then all the communication that Sony does in the name of Bravia goes
in vein because those strong 35% prospective consumers don’t know what Bravia is and
unless and until they are able to associate the Brand Bravia with Sony LCD TV, Sony
might be losing out on a good number of prospective customers. This will further become
evident from the following table and graph.

Bravia Recall * Brand Recall Cross tabulation

Count

Brand Recall

Sony Samsung LG Toshiba Philips Hitachi Total

Bravia yes 15 4 5 0 1 0 25
Recall
no 35 15 13 1 6 1 71
Total 50 19 18 1 7 1 96

38
5.1.1.9 Consumer’s Perception of Sony’s LCD TV on critical parameters with relation to
influence of those parameters on consumer buying behaviour of LCD TV
Correlation analysis is done in order to confirm whether or not Sony’s LCD TV lives upto
the consumer’s expectations in vital parameters such as
 Looks
 Brand image
 Video quality
 Price
 Advertisements
 Instore Display and Presentation
 After Sales Service

For this firstly the consumers were asked on a scale of 1 to 5 on how much they are
influenced by the abovementioned factors when they decide to buy an LCD TV.

39
(Refer to Annexure I- 10.1.1 Question 2). After that they were asked to rate Sony LCD TV
on the same factors and scale.(Refer to Annexure I- 10.1.1 Question 10) A significance level
less than 0.05 shows that Sony is able to meet consumer's expectations in that particular
parameter otherwise there is considerable deviation which needs to be taken care of. Since
the data is qualitative in nature Spearman’s Rank Correlation was used in order to find the
correlation between relevant factors.

Consequently the following conclusions were drawn:

 Looks: Looks is a strong influence on consumer’s choice and Sony's LCD TV looks
are at par with consumer's expectations.
 Brand Image: Brand image is one of the most important factor when a consumer
decides to buy an LCD TV and consumers perceive that Sony has the highest brand
image. So, consumers are getting what they want.
 Video Quality: Video quality is also a very important influence an Sony LCD TV
comfortably fulfils consumer's expectations in this case.
 Price: Price is perhaps the only factor where consumers don’t perceive Sony LCD
TV a worthwhile product. In-spite of Sony's aggressive price cuts of LCD TV many
of the consumers still perceive it to be an expensive product as compared to other
brands. It just has to be communicated to the consumer that Sony's LCD TV prices
are as competent as any other brand which poses serious competition to Sony LCD
TV.
 Advertisements: Advertisements have a considerable effect on a buyer of LCD TV
and Sony lives up-to consumer expectations in this regard.
 Instore Display and Presentation: In-store display has a considerable effect on a
buyer of LCD TV and Sony exceeds consumer’s expectations on this parameter too.
 After Sales service: After sales service is an important factor which almost every
consumer looks onto and Sony maintains good standard in this regard and fully lives
up-to consumer's expectations.

40
 5.1.2 Dealer’s Response Analysis
This is also very evident from previous analysis that a dealer or salesman has a considerable
influence on a consumer’s choice of LCD TV. Since the dealer is a crucial point of contact
with the customer, he can give valuable insights on consumer’s behaviour while buying an
LCD TV. For this purpose data from the dealers was collected and the analysis is as follows

5.1.2.1 Dealer’s influence on buyer

When asked the dealer on what he perceives about his influence on consumer’s choice of
LCD TV, 37.5 % perceived that they have a strong influence on consumer’s choice and
46.5% perceived that they have a moderate influence on consumer’s choice. This once again
confirms the consumer data analysis.

Dealer's Influence
Cumulative
Frequency Percent Valid Percent Percent
Valid Little influence 5 15.2 15.6 15.6
Moderate influence 15 45.5 46.9 62.5
Strong 12 36.4 37.5 100.0
Total 32 97.0 100.0
Missing Not answered 1 3.0
Total 33 100.0

5.2.2.2 Reason for dealer to sell a Particular brand

The dealers were to rate the influence of various factors when they decide to sell a particular
brand of LCD TV to a consumer on five parameters namely
a) Brand Image
b) Brand Loyalty
c) Dealer Margins
d) Warranty offered
e) After sales service

41
 The following responses were observed with regard to these factors
a) Brand Image
Around 65% believed that brand image is a considerable or strong influence on which brand
to sell to the customer but this cant be interpreted in this way.

Brand Image influence on dealer

Valid Cumulative
Frequency Percent Percent Percent
Valid No influence 4 12.1 12.5 12.5
Little Influence 1 3.0 3.1 15.6
Moderate influence 6 18.2 18.8 34.4
Considerable Influence 12 36.4 37.5 71.9
Strong Influence 9 27.3 28.1 100.0
Total 32 97.0 100.0
Missing Not answered/ not
1 3.0
applicable
Total 33 100.0

b) Brand Loyalty
Around 60% of the dealers believe that brand loyalty is a strong influence on their
preference of which brand to sell.

Brand Loyalty Influence on dealer

Valid Cumulative
Frequency Percent Percent Percent
Valid No influence 5 15.2 16.1 16.1
Little Influence 1 3.0 3.2 19.4
Moderate influence 6 18.2 19.4 38.7
Considerable Influence 11 33.3 35.5 74.2
Strong Influence 8 24.2 25.8 100.0
Total 31 93.9 100.0
Missing Not answered/ not
2 6.1
applicable
Total 33 100.0

42
 c) Dealer Margin
It was a very mixed response as far as dealer margin is concerned. This will become clear
from the following table

Dealer Margin Influence on dealer

Valid Cumulative
Frequency Percent Percent Percent
Valid Little Influence 7 21.2 21.2 21.2
Moderate influence 9 27.3 27.3 48.5
Considerable
8 24.2 24.2 72.7
Influence
Strong Influence 9 27.3 27.3 100.0
Total 33 100.0 100.0

d) Warranty Support

Warranty offered influence on dealer

Valid Cumulative
Frequency Percent Percent Percent
Valid No influence 3 9.1 10.0 10.0
Little Influence 1 3.0 3.3 13.3
Moderate influence 12 36.4 40.0 53.3
Considerable Influence 6 18.2 20.0 73.3
Strong Influence 8 24.2 26.7 100.0
Total 30 90.9 100.0
Missing Not answered/ not
3 9.1
applicable
Total 33 100.0

Warranty support has a moderate influence mostly and it can be attributed to the fact that
almost all the brands of LCD TV offer similar warranty conditions.

43
 e) After Sales service
After sales service seems to have the strongest influence on a dealer’s choice of LCD Brand
to sell. It is so because dealers want to be tension free after they sell a product to a customer.

After Sales Service influence on dealers

Valid Cumulative
Frequency Percent Percent Percent
Valid Moderate influence 5 15.2 15.6 15.6
Considerable Influence 5 15.2 15.6 31.2
Strong Influence 22 66.7 68.8 100.0
Total 32 97.0 100.0
Missing Not answered/ not
1 3.0
applicable
Total 33 100.0

5.2.2.3 Dealer’s perception Sony’s LCD TV on the five abovementioned parameters

Correlation analysis was done in order to confirm whether or not Sony’s LCD TV lives upto
the dealer’s expectations in five parameters discussed above and consequently the following
conclusions were drawn.
It was observed that Sony exceeds dealer’s expectation in all the parameters such as Brand
image, dealer margins, after sales service and warranty offered.

5.2.2.4 Dealer’s perception of Sony LCD TV on other parameters

When asked from the dealers on what is the influence of various factors when a consumer
decides to buy an LCD TV the following analysis was made.
Price, Brand image, brand loyalty, video quality, after sales service and looks were among
the more important factors where as other factors such as advertisements and sales
promotion activities were not as important as these factors but these factors cannot be
ignored. For individual influence of these factors on the dealers refer to Annexure IV

44
5.2 Market Mapping of Digital Still Camera
5.2.1 Total Market of digital still camera
It was found out that the total demand for digital still cameras was around 1206 units per
month if we take an aggregate of Gurgaon and Faridabad Region this season. But if we
consider Gurgaon and Faridabad region individually we observe that the Gurgaon market is
much larger as compared to the Faridabad market. Where demand for Digital still cameras in
Gurgaon this season is around 953 units per month, it is only 253 units per month for the
Faridabad region.

5.2.2 Aggregate market share of different brands

If we analyse the aggregate market share of different brands in Gurgaon and Faridabad
regions we see that Sony Cybershot is the stand out market leader with a staggering 56%
market share. It is followed by Canon with an aggregate market share of 25% in the Gurgaon
and Faridabad region. Other Brands such as Nikon, Kodak and Oylmpus have a market share
of 5%, 8% and 4% respectively.

This will further become clear from the following Pie chart

45
5.2.2.1 Market share: Gurgaon region
As far as market share of different brands in Gurgaon region is concerned it was found out
that Sony is the Market leader with a more than impressive market share of 54%. It is the
followed by Canon, Kodak, Nikon and Olympus with a market share of 26%, 9%, 5% and 4%
respectively. Other brands such as Samsung, Fuji and Sanyo don’t pose any sort of
competition to Sony’s camera.

This will further become clear from the following Pie chart.

46
 5.2.2.2 Market share: Faridabad region
There are no surprises that Sony is the market leader in Faridabad too, but this time with an
unbelievable market share of 64%. It is followed by Canon, Kodak, Nikon and Oylmpus wit
market shares of 25%, 8%, 5% and 4% respectively. Competition posed by other brands is
almost negligible.

5.2.3 Market Mapping: Analysis

It is very evident that Sony has a stronger hold in the Faridabad region as compared to the
Gurgaon region. Where its market share is 54% in the Gurgaon region, it is an unbelievable 64%
in the Faridabad region. But if we see the aggregate share, it is 56% inspite of 64% share in
Faridabad region. This due to the fact that Faridabad market is not even 1/3rd of the Gurgaon
region. Where average demand per month for camera in the Gurgaon region is 953 units its only
253 units per month per month in the Faridabad region. So, it makes that much less difference to
Sony’s market share even if market share in the Faridabad region changes abruptly.

Note: Detailed market mapping tables of Gurgaon and Faridabad Regions can be referred in
Annexure III- 10.3

47
 Chapter 6: Findings and Discussions

Based on the detailed analysis of the study and other relevant information, the following important
findings were made.
6.1 Findings Related to Consumer Buying Behavior of LCD TV
6.1.1 Brand Recall and Bravia recall
As far as brand recall is concerned Sony is the brand which first comes to the mind of more
than 50% consumers when they think of LCD TV. But on the contrary only 25% of the
consumers know what Bravia is.

6.1.2 Outside influences

51% of the people believe that the dealer has an influence on their choice of LCD TV, 77%
believe that family has an influence on their choice and 70% believe that the young ones in
their home have an influence on their choice of LCD TV. So, basically the family has a great
influence on consumer’s choice of LCD TV but at the same time dealer’s influence cannot be
undermined.

6.1.3 Most important factors

It is very apparent that audio video quality, brand image and looks are the most important
factors that influence a consumer’s choice of LCD TV. The research made it clear that
without any doubt Sony placed right at the top in these three aspects and fully comes up at par
with consumer’s expectations.

6.1.4 Moderate influences

Among other influences are advertisements, in store display and presentation and after sales
service. These factors have considerable influence on consumer’s choice of LCD TV and
Sony is fairly good in these parameters.

6.1.5 Less important influencers

Among the less influential factors are friends, hoardings, complementary installation and free
gifts and offers. Sony infact provides more than what consumers expect under these
parameters. But it is also evident that females are more influenced by free gifts as compared
to males.

48
 THE BIG QUESTION!!!
But then why is Sony not the market leader in LCD TV?????
In spite Sony being undisputed in the most important factors such as audio- video
quality, brand image and looks it is not the market leader in LCD TV. Not only this,
Sony lives upto consumer’s expectations in less important factors too. But then
Samsung is the market leader with 32% market share followed by Sony and LG with
26% and 22% market share respectively in Gurgaon and Faridabad region. One
reason for this is that more than 37% of the consumers believe that price is a strong
influence on their choice of brand of LCD TV but only 16% of the total consumers
believe that Sony has excellent value for money(Refer to Annexure II price influence
table and Sony LCD value for money table) . This is also evident from the price and
value for money correlation of Sony LCD TV. Correlation is .095 which is more than
.05 and hence is not significant. Another reason is the dispute between Sony LCD TV
recall and Bravia recall which has been discussed in detail in Chapter 5 (5.1.1.9).

Price and value for money Correlations

Sony LCD
value for
Price influence money Rating
Spearman's rho Price influence Correlation
1.000 .186
Coefficient
Sig. (2-tailed) . .095
N 88 82
Sony LCD value for Correlation
.186 1.000
money Rating Coefficient
Sig. (2-tailed) .095 .
N 82 83

6.1.6 Age and gender factor

As the age of a consumer increases he the influence of factors such as price and free gifts
tends to decrease as far as LCD TV is concerned. Also, females are more influenced by
free gifts and advertisements as compared to males.

49
6.1.7 Buying Preference
As far as the place where a consumer prefers buying a Sony product is concerned, 80%
preferred Sony world and Sony exclusive stores rather than multi brand outlets. The main
reason was the consumer’s perception that if they buy a product from Sony’s exclusive
store they will get a better deal in terms of full Sony range, price, genuine product and after
sales service. Some of them even believed that they preferred these stores due to their better
ambience. However, it was also found that the consumers who are not much brand loyal
preferred shopping at multi- brand outlets. The reason that they mentioned for this is more
brand choices available in multi brand stores.

50
 6.1.8 Findings related to dealer’s response
The analysis of dealer’s response has confirmed the influence of various factors such as
price, brand image, brand loyalty, quality, advertisements and sales promotion on
consumer’s choice of LCD TV. But apart from these there are very relevant findings which
are:
a) Even dealers are influenced by Brand Loyalty when they decide to sell a particular
brand of LCD TV to a customer. So, Sony should device measures to make dealers more
loyal to their brand.
b) Contrary to the popular believe, dealer margins is not the primary factor when the
dealers chose to sell a particular brand of LCD TV but factors like after sales service are
on top of their lists.

6.2 Findings Related to Market Mapping of Digital Still Camera

 The total demand for digital still cameras in Gurgaon and Faridabad region is around 1200
units per month this season.
 Sony has emerged as a clear market leader this season in these two regions with a
commanding aggregate share of 56%.
 Based on the detailed analysis about market mapping in the previous chapter it can be
inferred that:
a. Sony is the market leader in digital still cameras.
b. Canon is the market challenger.
c. Nikon and Kodak are market followers.
d. Olympus is the market nicher.

51
 Chapter 7: Recommendations and Conclusion

7.1 Recommendations
Based on the detailed analysis and findings the following recommendations can be made with
regards to the positioning of Sony’s LCD TV.

7.1.1 Improving Bravia recall

It is clearly evident from the previous chapters that Sony LCD TV has a great brand image
but on the contrary people are ignorant about Bravia. So, all the advertisements that Sony
does targeting Bravia go in vein. So, Sony should device an effective communication
strategy which should be focused on association of Sony LCD with its Brand Bravia. This
will not only increase the prospective consumers for Sony LCD TV but also a consumer
who is impressed by a Bravia advertisement will know that its a Sony and this will
ultimately boast sales. This can be done through mainly TV advertisements, Billboards and
Hoardings.

7.1.2 Developing an Effective Price communication strategy

In spite of Sony reducing its price of LCD TV by substantial margin, consumers still
perceive it to be an expensive brand as far as LCD TV is concerned. Now price of a Sony
LCD TV is almost at par with Samsung and LG which are its close competitors but the point
here is that this has to be communicated to the customer. For this, an effective
communication strategy has to be devised so that Sony LCD TV can be repositioned in the
minds of consumers and they should not feel that Sony’s LCD TV’s prices are as competent
as any other major brand in the competition and should feel that Bravia is more than worth
its price. But at the same time Sony should take extreme caution while developing a
communication strategy, because if done too aggressively, there is an outside risk of Sony
losing its brand premiumness. For a start Sony can compare its LCD TV prices with that of
Samsung and LG highlighting its key features in the premium magazines such as Outlook,
Business Today etc and gradually move to a relatively more aggressive communication
strategy.

52
7.1.3 Targeting Family especially the young Ones
Another important factor that influences a buyer is family and especially young ones in their
home. So, if Sony can device an advertisement strategy for Bravia which specifically
focuses on family especially the young ones generating an emotional appeal, it can prove
highly beneficial to Sony.

7.1.4 Targeting females by means of advertisements

It is very evident from the findings that females are more influenced by free gifts and
advertisements as compared to males. Another research showed that females are extensively
involved in expensive purchase such as an LCD TV and hence influence the choice of LCD
TV. So, if Sony can focus on females providing them lucrative offers and communicate
these offers by means of advertisements, it can really help Sony increase its LCD TV sales
by converting prospective customers into buyers.

7.1.5 Understanding the dealers

The research has also shown that dealers have a strong influence of buyer’s choice of LCD
TV Brand. So, if the dealers are given special incentives on LCD TV sales, it might help
Sony exponentially. Above all the dealers should be assured with a sense of security, and
the dealers should feel that the company has good faith on them. This can help in building
brand loyalty. Sony should not be complacent on factors such as after sales service. Give the
strong influence of after sales service and brand loyalty, these steps can help Sony
immensely.

53
7.2 Conclusion
In this era of the ever increasing competition, just making a product of acceptable standard will
not fetch sales. The thing that distinguishes a product from the others is the Brand and Product
positioning. Unless and until the brand is not strong and well positioned in the minds of the
consumers, the product sales will never be able to justify the quality of the product. So, in order to
position a brand strongly, first a marketer needs to understand his target consumer and then try to
reposition the brand according to what consumers expect out of that product. LCD TV is no
exception to this rule. An extensive market research is required in order to understand consumer
buying behaviour. Only after this research was done, the more influential factors were separated
from the less influential factors. Consequently, various recommendations were reached at in order
to reposition Sony’s LCD TV in consumer’s mind as well as making the brand Bravia strong.
Sony might not be the Market leader in LCD TV market this season but if it can reposition its
Brand Bravia according to what has been discussed in the earlier chapters, it can work wonders
for increasing LCD TV sales and Sony might just be the market leader next season.
Product quality and communication strategy are equally important and are complementary to each
other. Without an effective communication strategy there will always be a gap between what the
consumers perceive about the product and what the company wants to make consumers perceive
about the product. Only a well thought of communication strategy can help bridge this gap.

As far as digital still camera is concerned, it is a clean sweep for Sony so far in the Gurgaon and
Faridabad region with an aggregate market share of 56%. But it should not be complacent because
Canon is really trying to catch up fast. Other brands such as Nikon, Kodak and Oylmpus might
not be a serious threat to Sony as for now but these brands are slowly but surely increasing their
market share and might well be in a position to challenge Sony in the near future. So, Sony should
keep an eye on these brands too.

54
 Chapter 8: Learning Outcome

During the course of this project I learnt plenty of valuable things. Many of them were related my
study. But there were also numerous learings which were beyond my assigned task.

8.1 Learning Outcome related to my Study

8.1.1 First and foremost I learnt how to make a questionnaire for analysis of consumer
behavior. I learnt how to make a consumer feel comfortable while not missing out on crucial
information.

8.1.2 I learnt how important for any organization is understanding the consumer’s behavior
because more than the product it’s the consumer behavior that drives the sales.

8.1.3 Then I learnt about how to go about the analysis of the data which we collect from the
respondents. One has to be extremely careful about the analysis part because one wrong
interpretation can totally mislead the findings and recommendations.

8.1.4 I learnt what Market mapping is and how it is done. During the course of market
mapping I faced difficult situations but I ultimately realized that with patience and
perseverance the biggest of problems can be solved with ease.

8.1.5 I learnt that how different consumers have different characteristics and how even the
smallest of demographic characteristics such as gender and age can make a huge difference in
decision making of the consumer.

8.1.6 During the analysis part I learnt that product quality and communication strategy are
equally important and are complementary to each other. Without an effective communication
strategy there will always be a gap between what the consumers perceive about the product
and what the company wants to make consumers perceive about the product.

55
8.2 Learning Outcome beyond the Study
8.2.1 As this was my first interaction with the industry, it was a very enlightening experience.
I came to know how an organization functions, what are the limitations imposed upon you
and more importantly how to work within those imposed limitations without limiting your
potential.

8.2.2 I also learnt on how strategy and planning is required at every level of organization.
Everyone has to work according to the plan and system otherwise the system will take care of
him.

8.2.3 I came to know about Sony’s organizational culture and hierarchy and learnt that it is a
very conservative culture. My industry guide who was in Samsung previously said that
Japanese companies have a conservative culture whereas Korean companies such as Samsung
and LG have a very open and rough organizational culture.

8.2.4 During the course of analysis of data, I became proficient in software such as SPSS and
Microsoft Excel. I learnt how to work on these software and consequently realized how much
value they can add to a work and not to talk about the time I saved by using these software.

8.2.5 Last but not the least, I was able to relate the concepts learnt in class such as Brand
recall, Buying behavior, marketing strategy concepts and numerous other concepts with what
I did and observed in my internship programme.

56
 9.Bibliography and References

9.1 WEBSITES:

a) www.sony.co.in
b) www.marketingresearch.com
c) www.sony.net
d) www.thehindubusinessline.com

9.2 BOOKS
a) Research methodology by C.R. Kothari
b) Principals of Marketing by Philip Kotler
c) International Journal of Management and decision making
d) Consumer Behavior and marketing action by Henry Assael
e)Marketing Research by Naresh K. Malhotra

57
 10.Annexure

10.1 Annexure I: Questionnaires

10.1.1 Consumer Questionnaire
Name _________________________

Gender _________________________

E- Mail _________________________

Age a Below 25 b 25-35 c 35-45 d 45-55

1. Which brand comes to your mind first when you think of LCD TV?
Ans. .............................................................

2. What is the influence of following factors when you decide to buy an LCD TV:
(Tick Mark Underneath your choice)
No Influence Little Moderate Considerable Strong
Influence Influence Influence Influence
Looks
Brand Image
Brand Loyalty
Video Quality
Audio Quality
Price
Advertisements
In Store Display
and Presentation
Free gifts and
Offers
Warranty support
After Sales
Service
Complementary
Installation

3. Rate the influence of the following on your choice of LCD TV?

No Little Moderate Considerable Strong
Influence Influence Influence Influence Influence
Friends

Family

Internet

58
TV

Newspapers and
magazines

Exhibitions, Trade
shows and
Demonstrations

Hoardings

4. Does the seller have an influence on your choice when you go to buy an LCD TV?
(Encircle your Choice)

a Yes b No c Can’t Say

5. Do the young ones in your home have an influence on which LCD brand to buy?
a Yes b No c Can’t say

6. Which Brand according to you offers you the best picture quality in LCD TV?
a Samsung b Sony c LG d Onida e Sansui
f Philips g Sanyo h Other(specify)........... i Difference is Negligible

7. Which brand according to you offers you the best sound quality in LCD TV?
a Samsung b Sony c LG d Onida e Sansui
f Philips g Sanyo h Other(specify)............. i Difference is Negligible

8. Which brand according to you has the highest Brand image in LCD TV?
a Samsung b Sony c LG d Onida e Sansui
f Sharp g Sanyo h Other(specify)...........

9. Do you know what Bravia is? If yes, specify.

Ans.
..................................................................................................................................................
10. Where do you rate Sony LCD TV on the basis of following factors?

59
 Ordinary Fairly good Good Very Good Excellent
Looks
Brand Image
Video Quality
Audio Quality
Value for
Money
Advertisements
In Store
Display and
Presentation
Free gifts and
Offers
After Sales
Service

11. Where do you prefer buying a Sony LCD TV and Why?

(a) Sony World (b)Sony Exclusive (c) Multi-brand store

....................................................................................................................................................
.................................................................................................................................................

10.1.2 Dealer Questionnaire

Name ____________________________

Tel No ____________________________

Store Name ____________________________

1. Which LCD TV brands do you sell?

.........................................................................................................................................................

2. According to you how much influence do you have on a customer’s choice of LCD TV?
(encircle your choice)
a No influence b Little influence c Moderate influence d Strong influence

60
 3. Which LCD TV brand do you prefer to sell to the customer?

.................................................................................................................................................
....

4. What is the influence of following factors when you decide to sell a particular LCD TV
brand?

No influence Little Moderate Considerable Strong

influence influence influence influence

Brand Image

Brand Loyalty

Dealer Margins

Warranty
offered

After sales
service

5. How do you rate Sony Bravia on the following factors?

Ordinary Fairly good Good Very Good Excellent

Brand Image

Dealer Margins

Warranty
offered

After sales
service

61
 6. According to you what is the influence of following factors when a customer decides to
buy an LCD TV: (Tick Mark Underneath your choice)

No Influence Little Moderate Considerable Strong

Influence Influence Influence Influence
Looks
Brand Image
Brand Loyalty
Audio-Video
Quality
Price
Advertisements
In Store Display
and Presentation
Free gifts and
Offers
After Sales
Service

10.2 Annexure II: Individual influence of various factors on consumers choice of LCD TV
(Tables & Histograms)
10.2.1 Tables
The Following Tables mark the influence of different factors on a consumer's choice of
LCD TV:

looks influence
Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 4 4.0 4.1 4.1
little influence 5 5.0 5.2 9.3
moderate influence 19 19.0 19.6 28.9
considerable
38 38.0 39.2 68.0
influence
strong influence 31 31.0 32.0 100.0
Total 97 97.0 100.0
Missing NAP 3 3.0
Total 100 100.0

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 brand image influence
Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 3 3.0 3.0 3.0
little influence 3 3.0 3.0 6.0
moderate influence 14 14.0 14.0 20.0
considerable
29 29.0 29.0 49.0
influence
strong influence 51 51.0 51.0 100.0
Total 100 100.0 100.0

brand loyalty influence

Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 2 2.0 2.0 2.0
little influence 5 5.0 5.1 7.1
moderate influence 13 13.0 13.3 20.4
considerable
24 24.0 24.5 44.9
influence
strong influence 54 54.0 55.1 100.0
Total 98 98.0 100.0
Missing NAP 2 2.0
Total 100 100.0

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Video quality influence
Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 1 1.0 1.0 1.0
little influence 2 2.0 2.0 3.0
moderate influence 3 3.0 3.0 6.0
considerable
24 24.0 24.0 30.0
influence
strong influence 70 70.0 70.0 100.0
Total 100 100.0 100.0

Audio quality influence

Valid Cumulative
Frequency Percent Percent Percent
Valid little influence 3 3.0 3.0 3.0
moderate influence 9 9.0 9.0 12.0
considerable
25 25.0 25.0 37.0
influence
strong influence 63 63.0 63.0 100.0
Total 100 100.0 100.0

64
 Price influence
Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 2 2.0 2.0 2.0
little influence 6 6.0 6.1 8.1
moderate influence 26 26.0 26.3 34.3
considerable
28 28.0 28.3 62.6
influence
strong influence 37 37.0 37.4 100.0
Total 99 99.0 100.0
Missing NAP 1 1.0
Total 100 100.0

Advertisements influence
Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 5 5.0 5.2 5.2
little influence 12 12.0 12.5 17.7
moderate influence 28 28.0 29.2 46.9
considerable
32 32.0 33.3 80.2
influence
strong influence 19 19.0 19.8 100.0
Total 96 96.0 100.0
Missing NAP 4 4.0
Total 100 100.0

65
 Instore product display and presentation influence
Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 4 4.0 4.1 4.1
little influence 11 11.0 11.2 15.3
moderate influence 27 27.0 27.6 42.9
considerable
37 37.0 37.8 80.6
influence
strong influence 19 19.0 19.4 100.0
Total 98 98.0 100.0
Missing NAP 2 2.0
Total 100 100.0

Free gifts and offers influence

Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 13 13.0 13.1 13.1
little influence 16 16.0 16.2 29.3
moderate influence 20 20.0 20.2 49.5
considerable
30 30.0 30.3 79.8
influence
strong influence 20 20.0 20.2 100.0
Total 99 99.0 100.0
Missing NAP 1 1.0
Total 100 100.0

66
 Warranty offered influence
Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 1 1.0 1.0 1.0
little influence 3 3.0 3.1 4.1
moderate influence 14 14.0 14.4 18.6
considerable
31 31.0 32.0 50.5
influence
strong influence 48 48.0 49.5 100.0
Total 97 97.0 100.0
Missing NAP 3 3.0
Total 100 100.0

After sales service influence

Valid Cumulative
Frequency Percent Percent Percent
Valid little influence 3 3.0 3.0 3.0
moderate influence 20 20.0 20.2 23.2
considerable
27 27.0 27.3 50.5
influence
strong influence 49 49.0 49.5 100.0
Total 99 99.0 100.0
Missing NAP 1 1.0
Total 100 100.0

67
 Friends influence
Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 5 5.0 5.0 5.0
little influence 17 17.0 17.0 22.0
moderate influence 33 33.0 33.0 55.0
considerable
35 35.0 35.0 90.0
influence
strong influence 10 10.0 10.0 100.0
Total 100 100.0 100.0

Family influence
Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 3 3.0 3.0 3.0
little influence 5 5.0 5.1 8.1
moderate influence 14 14.0 14.1 22.2
considerable
43 43.0 43.4 65.7
influence
strong influence 34 34.0 34.3 100.0
Total 99 99.0 100.0
Missing NAP 1 1.0
Total 100 100.0

Internet influence
Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 6 6.0 6.0 6.0
little influence 14 14.0 14.0 20.0
moderate influence 32 32.0 32.0 52.0
considerable
25 25.0 25.0 77.0
influence
strong influence 23 23.0 23.0 100.0
Total 100 100.0 100.0

68
 TV influence
Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 3 3.0 3.0 3.0
little influence 17 17.0 17.0 20.0
moderate influence 21 21.0 21.0 41.0
considerable
36 36.0 36.0 77.0
influence
strong influence 23 23.0 23.0 100.0
Total 100 100.0 100.0

Newspaper and magazine influence

Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 2 2.0 2.0 2.0
little influence 18 18.0 18.0 20.0
moderate influence 34 34.0 34.0 54.0
considerable
32 32.0 32.0 86.0
influence
strong influence 14 14.0 14.0 100.0
Total 100 100.0 100.0

Exhibition and demo influence

Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 6 6.0 6.0 6.0
little influence 22 22.0 22.0 28.0
moderate influence 19 19.0 19.0 47.0
considerable
35 35.0 35.0 82.0
influence
strong influence 18 18.0 18.0 100.0
Total 100 100.0 100.0

69
 Hoarding and billboards influence
Valid Cumulative
Frequency Percent Percent Percent
Valid no influence 13 13.0 13.0 13.0
little influence 15 15.0 15.0 28.0
moderate influence 27 27.0 27.0 55.0
considerable influence 26 26.0 26.0 81.0
strong influence 19 19.0 19.0 100.0
Total 100 100.0 100.0

10.1.2 Histograms
X axis in the following histograms depict the ratings, where
1= no influence
2= little influence
3= moderate influence
4= considerable influence
5=strong influence

70
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75
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S.No L o c ati o n Dealers Sony Canon Nikon Kodak Olympus Samsung F u j i Sanyo Others Total
1 Jac o m p u ra Venus digital studio 2 2 0 5 0 0 0 0 0 9
2 Dawar Open World(All) 8 5 2 5 4 8 12
3 Kulvant Studio 1 0 0 2 0 0 0 0 0 3
4 Super mart Sony World ( UK bahardawaj) 1 3 0 0 0 0 0 0 0 0 0 130

5 Plaza mall Canon(plaza mall) 0 3 5 0 0 0 0 0 0 0 3 5

7 Panasonic 0 0 0 0 0 0 0 0 Panasonic (5) 0

8 Sect or 1 4 Air connect combined (sec 14 + 11) 0 0 0 1 5 0 0 0 0 0 1 5

9 N e x t 5 0 0 0 0 0 0 0 5
1 0 Priya communication 6 7 0 0 0 0 0 0 0 1 3
1 1 Picasso color lab 0 0 0 5 0 0 0 0 0 5
1 2 CTC mall Spencer’s Retail 1 0 1 2 0 3 0 0 0 0 0 2 5
1 3 Sahara Mall Big bazaar 5 1 0 5 2 0 0 0 Casio ( 6 ) 1 3
1 4 Ambience mal l Reliance digital 8 0 7 5 2 0 1 0 5 1 9 0
1 5 J u m b o 7 0 5 0 1 0 1 0 4 6 1 5 0
1 6 Big Bazaar 3 4 2 9
1 7 Palam vihar Shri Krishna marketing 0 2 0 0 0 0 0 0 0 2

1 8 Qa t u b pl a z a dl f 1 Photo system (Quatab plaza) 0 2 0 2 0 0 0 0 0 4

1 9 S hop i ng com pl ex dl f 1 Shivam studio (dlf 1) 0 2 0 1 2 0 0 0 0 5

2 0 Metro Mall Digitus 5 0 5 0

2 1 City centre Kumarjee (shop no 237) second floor 2 3 0 0 2 0 0 0 0 7

2 2 G i z m o 4 5 1 0 4 1 0 1 0 0 0 0 0 7 9
2 3 Gurunanak market , op sector 4 Studio Color 5 0 0 0 0 0 0 3 0 8
2 4 Studio Photopaint 0 0 2 0 0 0 0 0 0 2
2 5 New Ra l i w a y r o a d Allora 0 0 4 0 0 0 0 0 0 4

2 6 Krishna studio 2 0 0 2 0 0 0 0 0 4
2 7 sect or 31 n e x t 5 0 0 0 0 0 0 0 0 5
2 8 Palam vihar 0
2 9 Suraj Electronics 3 7 2 5 1 0 0 0 0 1 8
3 0 Sect or 1 4 Vishal mega mart 0 8 0 8 8 0 0 0 0 2 4
3 1 Mega mall Balajee evershine 2 3 0 0 1 0 0 0 0 6
Total 5 1 1 2 4 8 4 6 8 3 4 1 4 6 3 1 1
9 5 3

81
10.3 Annexure III: Market Mapping Tables
10.3.1 Market Mapping: Gurgaon Region

10.3.2 Market Mapping: Faridabad Region

Sn
No Son Cano Niko Koda Olympu Samsun Fuj Sany oth
. Dealers y n n k s g i o er total
Faridabad 0
1 Alok labs 0 0 3 5 0 0 0 0 0 8
2 Deepak
Sector 15 colour lab 0 7 0 0 0 0 0 0 0 7
3 zee color
labs 0 0 3 0 4 0 0 0 0 7
4 Mayur
electronics 10 0 0 0 0 0 0 0 0 10
5 Sony
Exclusive 50 0 0 0 0 0 0 0 0 50
Sector 16
6 Ashoka
trading 0 20 0 0 0 0 0 0 0 20
7 Dipak
colour lab 50 0 0 0 0 0 0 0 0 50
8 Rajesh
digital
lab(behind
Neelam
cinema) 0 6 0 0 0 0 0 0 0 6
9 nit Tanu
electronics 3 0 0 0 0 2 0 0 0 5
10 Sanjay
electronics 10 0 0 0 0 6 0 0 0 16
11 Arjun
digital
color labs
(1k/32-a) 0 6 0 0 0 0 0 0 0 6
12 Akshay
trading 5 0 0 0 0 0 0 0 0 5
13 Sabarwal
electronics
Ballabgar and
h corporatio
n 2 0 0 0 0 0 0 0 0 2
14 Goyal
colour
labs(near 3 0 0 0 0 0 0 0 0 3

82
 Ambedkar
chauk)
15 Mohan
electronics 3 0 0 0 0 0 0 0 0 3
16 Faridaba
d/ Croma
Mathura (interior
road mall) 25 15 0 10 5 0 0 0 0 55
Total 161 54 6 15 9 8 0 0 0 253

10.3.3 Market Mapping Gurgaon and Faridabad Combined

Region Sony Canon Nikon Kodak Olympus Samsung Fuji Sanyo Others Total
Gurgaon 511 248 46 83 41 4 6 3 11 953
Faridabad 161 54 6 15 9 8 0 0 0 253
Total 672 302 52 98 50 12 6 3 11 1206

10.4 Annexure IV: Dealer’s Perception of influence of various factors on consumer’s choice
of LCD TV (Tables)

Brand Image Influence on Customer according to dealer

Valid Cumulative
Frequency Percent Percent Percent
Valid Little Influence 3 9.1 9.4 9.4
Moderate influence 5 15.2 15.6 25.0
Considerable Influence 13 39.4 40.6 65.6
Strong Influence 11 33.3 34.4 100.0
Total 32 97.0 100.0
Missing Not answered/ not
1 3.0
applicable
Total 33 100.0

83
 Brand Loyalty Influence on Customer according to dealer
Valid Cumulative
Frequency Percent Percent Percent
Valid Little Influence 2 6.1 6.9 6.9
Moderate influence 12 36.4 41.4 48.3
Considerable Influence 7 21.2 24.1 72.4
Strong Influence 8 24.2 27.6 100.0
Total 29 87.9 100.0
Missing Not answered/ not
4 12.1
applicable
Total 33 100.0

Video Quality Influence on Customer according to dealer

Valid Cumulative
Frequency Percent Percent Percent
Valid No influence 1 3.0 3.1 3.1
Little Influence 4 12.1 12.5 15.6
Moderate influence 7 21.2 21.9 37.5
Considerable Influence 7 21.2 21.9 59.4
Strong Influence 13 39.4 40.6 100.0
Total 32 97.0 100.0
Missing Not answered/ not
1 3.0
applicable
Total 33 100.0

Price Influence on Customer according to dealer

84
 Valid Cumulative
Frequency Percent Percent Percent
Valid No influence 1 3.0 3.1 3.1
Little Influence 1 3.0 3.1 6.2
Moderate influence 7 21.2 21.9 28.1
Considerable Influence 7 21.2 21.9 50.0
Strong Influence 16 48.5 50.0 100.0
Total 32 97.0 100.0
Missing Not answered/ not
1 3.0
applicable
Total 33 100.0

Advertisements Influence on Customer according to dealer

Valid Cumulative
Frequency Percent Percent Percent
Valid Little Influence 2 6.1 6.7 6.7
Moderate influence 8 24.2 26.7 33.3
Considerable Influence 13 39.4 43.3 76.7
Strong Influence 7 21.2 23.3 100.0
Total 30 90.9 100.0
Missing Not answered/ not
3 9.1
applicable
Total 33 100.0

Instore display and Presentation Influence on Customer according to dealer

85
 Valid Cumulative
Frequeny Percent Percent Percent
Valid Little Influence 3 9.1 9.7 9.7
Moderate influence 5 15.2 16.1 25.8
Considerable Influence 8 24.2 25.8 51.6
Strong Influence 15 45.5 48.4 100.0
Total 31 93.9 100.0
Missing Not answered/ not
2 6.1
applicable
Total 33 100.0

Looks Influence on Customer according to dealer

Valid Cumulative
Frequency Percent Percent Percent
Valid No influence 2 6.1 6.2 6.2
Little Influence 5 15.2 15.6 21.9
Moderate influence 6 18.2 18.8 40.6
Considerable Influence 8 24.2 25.0 65.6
Strong Influence 11 33.3 34.4 100.0
Total 32 97.0 100.0
Missing Not answered/ not
1 3.0
applicable
Total 33 100.0

86
 Free Gifts & offers Influence on Customer according to dealer
Valid Cumulative
Frequency Percent Percent Percent
Valid No influence 6 18.2 19.4 19.4
Little Influence 7 21.2 22.6 41.9
Moderate influence 5 15.2 16.1 58.1
Considerable Influence 6 18.2 19.4 77.4
Strong Influence 7 21.2 22.6 100.0
Total 31 93.9 100.0
Missing Not answered/ not
2 6.1
applicable
Total 33 100.0

After sales service Influence on Customer according to dealer

Valid Cumulative
Frequency Percent Percent Percent
Valid Moderate influence 5 15.2 15.6 15.6
Considerable Influence 5 15.2 15.6 31.2
Strong Influence 22 66.7 68.8 100.0
Total 32 97.0 100.0
Missing Not answered/ not
1 3.0
applicable
Total 33 100.0

87