A STUDY ON CUSTOMER SATISFACTION TOWARDS

SONY TELEVISION IN COIMBATORE CITY

CHAPTER-1

INTRODUCTION

Sony Corporation is a Japanese Multinational Conglomerate company headquartered

in Konan, Minato, Tokyo. Its expanded business incorporates buyer and expert gadgets,
gaming, amusement and budgetary administrations. The organization possesses the biggest
music amusement business on the planet, the biggest computer game reassure business and
one of the biggest computer game distributing organizations, and is one of the main makers
of electronic items for the customer and expert markets, and a main player in the film and TV
media outlet Sony was positioned 97th on the 2018 Fortune Global 500 rundown.

Sony Corporation is engaged in the development, design, manufacture, and sale of

electronic equipment and devices, as well as game consoles and software. It is also engaged
in the production and distribution of motion picture, home entertainment, television products,
and recorded music.Sony’s primary manufacturing facilities are located in Asia. They have a
broad sales network, registered in approximately 200 countries and territories. Sony has a
history of more than 60 years. In 1946 in Nihonbashi, Tokyo, Masuru Ibaka andAkio Morita
founded a company called Tokyo Telecommunications Engineering Corporation,also known
as Totsuko, with start-up capital of 190,000 yen for the research and manufacture of
telecommunications and measuring equipment.

After moving their head office and factory to Shinagawa, Tokyo, they successfully
produced and launched a power megaphone and completed the first magnetic tape recorder
prototype that was produced and launched in early 1950 and called the G-Type. In the
early 1950’s Ibaka traveled to the United States and came across Bell Labs’ invention of the
transistor. He negotiated with Bell to license the transistor technology to his company
intending to apply it to communications, while most American companies were looking
formilitary applications. In 1955 they launched Japan’s first transistor radio, the TR-55.
 While they were not the first to produce the transistor radio, they were the first to
make it commercially successful as the product took off in Canada, Australia, the
Netherlands and Germany as well as within Japan and continued to be a good seller till the
sixties. In 1957 Totsuko produced the TR-63 model, the smallest transistor radio in
commercial production at the time, which was a worldwide success, ultimately cracking open
the American market and launching the new industry of consumer electronics. One year later,
in January of 1958, they changed the company name to Sony Corporation.

One year later, in January of 1958, they changed the company name to Sony
Corporation. The name Sony was chosen as a mix of two words. One, the Latin word
“Sonus”, the root of sonic and sound, and the other “Sonny” the familiar colloquial term used
in America at the time to call a boy. The Sony Corporation of America (SONAM) was
established in the United States in 1960, and they became the first Japanese company to offer
shares in the United States in the form of American Depository Receipts on the OTC market
of the New York Stock Exchange in 1961.Their shares became listed on the NYSE in 1970.

Sony Corporation is one of the best-known names in consumer electronics and

ranks second worldwide in electronics behind Matsushita Electric Corporation. The
company's electronics segment--which includes audio and video products, televisions,
personal computers , monitors , computer peripherals , telecommunications devices, and
electronic components (such as semiconductors)--generates about two-thirds of the overall
revenues.BRAVIA is a brand of Sony Visual Products Inc.a wholly owned subsidiary of
Sony Corporation,and used for its television products. Its acronym is "Best Resolution Audio
Visual Integrated Architecture".

Sony Television, Sony TV, or Sony HD may refer to any of the following
television-related products from Japanese conglomerate Sony:Television sets designed and
manufactured by Sony Corporation in Japan
 Trinitron, television hardware brand (1968-2008)
 Bravia (brand), television hardware brand (2005-present)
 Sony WEGA, television hardware brand (1975-2005)
 Sony Watchman, pocket television line (1982-2000)
REVIEW OF LITERATURE

o J. Priyadharshini, M. Selladurai (2018) is a study that envisioned the prestigious

history and the development of audio-visual media in the nation. The Indian television
has achieved strata of indispensability. This study has made clear that the SONY
television is the market leader. Sony television has to come up with more innovative
and promotional campaigns I order to gain more customers. Customer satisfaction
index is a good tool to make improvements in the products and services of the
company and therefore must utilize it carefully and keep it as confidential as possible.

o Deepika. A (2017) establishes that the objective of all customer satisfaction models is
to provide results that are relevant, reliable, valid and have predictive financial
capability. Customer satisfaction research should be done with greatest care. One
satisfied customer will spread thousands of positive news among the society. For this
purpose, the company is suggested to take some necessary step to consider the above
mentioned suggestion and it will automatically improve both customer’s satisfaction
and sales volume of sony product.

o Berry and Parasuraman (1991) define as, “the consumer's response to the evaluation
of the perceived discrepancy between prior expectations (or some other norm of
performance) and the actual performance of the product/service as perceived after its
consumption”.

o Shahram Yousefi (2013) made a study titled, “Examining the effect of Brand
dimension (trademark) on home appliances consumers behavior Case study sony
brand in Rasht city”tells that one of the most important and valuable assets of a
company is its trademark. The more valuable is a trademark for consumers more
profit the company achieves
o A study by Singh and Shah (2017) found that Sony televisions are rated highly for
picture quality, sound quality, and overall product satisfaction compared to other
brands.

o A study by Yadav and Ramaswamy (2016) found that Sony is among the most
preferred brands among Indian consumers, mainly due to its brand reputation and
product features.

o A study by Kim (2015) found that Sony's advertising campaigns focusing on product
features and customer benefits were more effective in creating purchase intention than
campaigns emphasizing brand image.

o A study by Raj (2019) found that product quality, brand image, and customer
satisfaction were significant predictors of brand loyalty towards Sony televisions.

o A study by Lin (2018) found that Sony's 4K TVs have better image quality and more
features than other brands, leading to higher customer satisfaction.

o A study by Kanish (2015) found that the perceived quality of Sony televisions had a
significant impact on brand attitude and purchase intention.

o A research article by Kunal (2018) found that Sony's smart TV technology had a
positive impact on customer satisfaction and loyalty.

o A study by Prem (2016) found that customer reviews and ratings of Sony televisions
on online retail websites had a significant impact on product sales.

o A research article by Harish (2017) found that Sony's marketing strategies, such as
sponsoring major sports events and utilizing social media, were effective in improving
brand awareness and loyalty.

o A study by Jasmine (2017) found that Sony's product design and innovation, such as
its OLED technology, were important factors in attracting and retaining customers.

o A research article by Hossain (2019) found that brand personality and emotional
attachment to Sony were significant predictors of brand loyalty among consumers.

o A study by Yasmine (2020) found that Sony's brand reputation, which is associated
with trust, reliability, and innovation, is a significant predictor of customer
satisfaction and loyalty.
 o A study by Anwar (2018) found that Sony's smart TV app store, which features
popular apps and games, has a positive impact on customer satisfaction and loyalty.

o A study by Das (2018) found that Sony's marketing strategies, including product
placement in movies and celebrity endorsements, have a significant impact on brand
perception and consumer behavior.

o A study by Abdullah (2020) found that Sony's smart TVs are popular among
consumers due to their user-friendly interface, app compatibility, and built-in Wi-Fi.

o A study by Joseph (2019) found that Sony's brand image, which is associated with
innovation, technology, and quality, is a significant predictor of consumer intention to
purchase Sony TVs.

OBJECTIVES OF THE STUDY

o To determine the major factors influencing the buying decisions of. the customer
o To know customer problems and opinions about Sony products.
o To analyze the level of satisfaction towards Sony products.
o To understand the buying behavior of the customer.
o To analyze the brand awareness of Sony LED TV.
o To analyze the Sony LED TV market share.
o To find the Sonys’ competitive advantage of Sony LED TV.
o To find the satisfactory level of the customers in using Sony LED TV

STATEMENT OF THE PROBLEM

Gadgets are considered as basic piece of current life. In the present century, new advancements
presented by new brands of electronic things consistently has made the fresh debut of electronic
things and has also made the organizations continually occupied with picking up the consideration of
the customer like value, offers, etc. The consumer loyalty towards particular Sony brand items has
been made by the examination in Coimbatore city for considering need of customer needs and their
fulfilment.
ANALYSIS AND INTERPRETATION

1. Research methodology: The first step in analyzing a study on customer satisfaction

towards Sony television is to review the research methodology used. This includes
examining the sample size, sampling technique, data collection method, and analysis
techniques. The validity and reliability of the study can be assessed based on the
methodology used.

2. Overall satisfaction levels: The study should provide information on the overall
satisfaction levels of Sony television customers. This can be analyzed through both
quantitative and qualitative data. The study should identify the factors that drive
satisfaction or dissatisfaction among customers.

3. Key drivers of satisfaction: The study should also identify the key drivers of customer
satisfaction for Sony televisions. These may include factors such as picture quality,
sound quality, design, features, price, and customer service. By understanding these
drivers, Sony can focus on improving the areas that matter most to their customers.

4. Areas for improvement: The study should highlight areas where Sony can improve to
increase customer satisfaction. These may include specific features or design elements
that customers find lacking or frustrating. The study should provide actionable
insights that Sony can use to guide product development and improve the overall
customer experience.

5. Comparison to competitors: Finally, the study should compare Sony's customer

satisfaction levels to those of its competitors. This can provide insights into how Sony
stacks up in the marketplace and where it may need to improve to remain competitive.

Overall, a study on customer satisfaction towards Sony television can provide valuable
insights that Sony can use to improve its product offerings and customer experience. By
understanding what drives satisfaction among its customers and where improvements are
needed, Sony can better meet the needs and expectations of its customers and increase
customer loyalty.
QUESTIONNAIRE

1. How satisfied are you with your Sony television overall?

2. How often do you use your Sony television?

3. How satisfied are you with the picture quality of your Sony television?

4. How satisfied are you with the sound quality of your Sony television?

5. How satisfied are you with the design of your Sony television?

6. How satisfied are you with the features of your Sony television?

7. How satisfied are you with the price of your Sony television?

8. How satisfied are you with the customer service provided by Sony for your
television?

9. Have you experienced any technical issues with your Sony television?

10. Were these issues resolved to your satisfaction by Sony customer service?

11. How likely are you to recommend Sony television to a friend or family member?

12. How likely are you to purchase another Sony television in the future?

13. How satisfied are you with the availability of Sony televisions in retail stores or
online?

14. How satisfied are you with the ease of use of your Sony television?

15. How satisfied are you with the remote control provided with your Sony television?

16. How satisfied are you with the user interface of your Sony television?

17. How satisfied are you with the setup process for your Sony television?

18. How satisfied are you with the selection of apps and streaming services available on
your Sony television?

19. How satisfied are you with the connectivity options (e.g., HDMI ports, Wi-Fi, etc.) of
your Sony television?
 20. How satisfied are you with the energy efficiency of your Sony television?