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    Charan Charan Document Transcript

    • A PROJECT REPORT ON Consumer Buying Behaviour of Sony Products in Gurdaspur.Submitted to Punjab Technical University in the partial fulfilment of the requirement for the degree of Master of Business Administration Submitted By:- Charnjeet Roll No.-105312250936 Specialization: Marketing & finance Submitted To:- Lec: - Sanjeev Manjotra Lec:-S.S. Tagger 1
    • CERTIFICATETHIS IS TO CERTIFY THAT THE THESIS ENTITLED,”A STUDY REGARDINGCONSUMER BUYING BEHAVIOUR OF SONY PRODUCTS INGURDASPUR SUBMITTED FOR THE DEGREE OF MBA, FOR THE PUNJABTECHNICAL UNIVERSITY,JALANDHAR,IS A BONAFIDE RESEARCH WORKCARRIED OUT BY CHARANJEET (105312250936) UNDER MY SUPERVISION ANDTHAT NO PART OF THIS THESIS HAS BEEN SUBMITTED FOR ANY OTHERDEGREE.THIS ASSISTANCE AND HELP RECEIVED DURING THE COURSE INVESTIGATIONHAVE BEEN FULLY ACKNOWLEDGED. Prof. Sanjeev Manjotra 2
    • ACKNOWLEDGMENTThis humble endeavour bears the imprint of many persons who were in one way orthe other helpful in the completion of my project report. I would like to take thisopportunity to present my vote of thanks to my guides who acted as lighting pillars toenlighten my way through out this project. This project would not have been possiblewithout the kind assistance and guidance of many people who indeed were helpful,cooperative and kind during the entire course of my project.The acknowledgment would not be complete without expressing my indebtedness tomy revered and learned faculty guide Prof. Sanjeev Manjotra who guided me inthis project and was the constant source of reference for us and showed full interestat each and every step of our project. CHARNJEET MBA IV Sem. 3
    • DECLARATIONI hereby declare that this final project report titled “Buying Behaviour/Need Analysis &Generation of Prospective Customer List for Sony Products in Gurdaspur.” is the result of myown effort in the training which I did as a part of the curriculum, for the fulfillment ofMASTER OF BUSINESS ADMINISTRATION (MBA) degree. It has not been duplicatedfrom any other earlier works and all information provided in this report is genuine.This report is submitted for the partial fulfilment of MBA program. It has not been submittedto any other university or for any other degree. Charnjeet Date: ROLL. NO. 105312250936 Place: MBA 4th SEMESTER 4
    • TABLE OF CONTENTSTITLE PAGE NO.CHAPTER-1INTRODUCTION 1-29 Executive Summary 2 Understanding the buying behaviour of consumer 4 Indian consumer durable industry 11-19 Trends favouring the growth of consumer durables 20-23 About the Sony organization 24-29CHAPTER-2REVIEW LITERATURE 30-33CHAPTER-3RESEARCH METHODOLOGY 34-44CHAPTER-4DATA ANALYSIS AND INTERPRETATION 45-62 Analysis of Bravia 54-58 Analysis of cyber shot 59-62CHAPTER-5CONCLUSION 63-65BIBLIOGRAPHY 66-67ANNEXURE 68-73 5
    • LIST OF TABLES PageS.No. Table No. Structure of the Indian Consumer Market 11 1.1 Key Consumer Durables-Share by volume 1.2 12 Service Network of IFB 1.3 35 1.4 Complaint Table 57 1.5 Product Category Complaints 58 1.6 Washing Machine Complaints 59 1.7 Major & Minor Complaints 60 1.8 Major Complaints 61 1.9 Minor Complaints 62 2.0 Servicing Complaints 63 2.1 AMC Refusal Reasons 70 2.2 Enquiry Resolve Solution 72 2.3 Model Of Dishwasher 75 2.4 Satisfaction Level Regarding Quality Of Dishwashers 75 6
    • 2.5 Satisfaction Level Regarding Services Of Dishwashers 782.6 Satisfaction Level Regarding Performance Of Dishwashers 802.7 Satisfaction Level Regarding Durability Of Dishwashers 822.8 Type Of Maintenance Contract 842.9 Type Of Additives 863.0 Sources Of IFB Additives 87 Comparative Analysis Of Service Charges 903.13.2 Comparative Analysis Of Spare Parts Charges 903.3 Comparative Analysis Of AMC Charges 913.4 Comparative Analysis Of Wash Care Additives 91 7
    • Chapter 1Introduction 8
    • Executive Summary One of the most recognized brand names in the world today, Sony Corporation, Japan, established its operations in India 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. 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. 9
    • IntroductionOne 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 ofSony products in the country. In a span of 12 years Sony India has exemplified the quest forexcellence in the world of digital lifestyle becoming the country‟s foremost consumerelectronics brand. With relentless commitment to quality, consistent dedication to customersatisfaction and unparalleled standards of service, Sony India is recognized as a benchmarkfor new age technology, superior quality, digital concepts and personalized service that hasensured loyal customers and nationwide acclaim in the industry.In India, Sony has its footprint across all major towns and cities through a distributionnetwork comprising of over 7000 channel partners, 215 Sony World and Sony Exclusiveoutlets and 21 direct branch locations. Manned by customer friendly and informed salespersons, Sony‟s exclusive stores „Sony World‟ are fast becoming the most visible face of thecompany in India.Sony India also has a strong service presence across the country with 21 company owned and172 authorized service centers. A distinctive feature of Sony‟s service is its highly motivatedand well-trained staff that provides the kind of attentive and sensitive service that is raretoday.Sony is committed to ensuring that both the products and the marketing activities employedtruly make a difference to people‟s lifestyles and offer them new dimensions of enjoymentand an experiences which are „like no other‟. 10
    • Understanding The Buying Behaviour Of ConsumersDefinitionPurchase decision making pattern that is a complex amalgam of needs and desires, and isinfluenced by factors such as the consumers (1) societal role (parent, spouse, worker, etc.),(2) social and cultural environment and norms, and (3) aspirations and inhibitions.Buying Behavior is in the Advertising, Marketing, & Sales and Purchasing & Procurementsubjects.Buying Behaviour appears in the definitions of the following terms: marketing research,advertisement (ad), ACORN, economic environment, activities, interests, opinions (AIO) andconsumer research.Buying Behaviour appears in these other term: consumer buying behaviour.(2.4) Model of Buying Behaviour Marketing Other Buyer’s Buyer’s Buyer’s Stimuli Stimuli Characteristics Decision Decision Process Problem Product Economic Cultural recognition Product choice Information Price Technological Social Search Brand choice Place Political Personal Evaluation Dealer choice Promotion Cultural Psychological Decision Purchase timing Post purchase Purchase amount BehaviourWhen I have analyzed the model of buying Behaviour finding that people of Bhilai areinfluenced by the marketing stimuli (4 P‟s) people are focused on price rather than product,place and promotion, other factor which influenced people is the technological advancement. 11
    • (2.5) Detailed Model of Factors Influencing Behaviour Cultural Culture Social Personal Reference Groups Psychological Cycle Stage Motivation Subculture Family Economic Perception Circumstances Learning Beliefs and Life Style Attitudes Roles and Personality BUYER Statuses and Social Class Self ConceptReference groups can have potent influence on behaviour in general, and they may also bevery influential on consumer behaviour, considering the „Consumer Goods Segment‟. Familyand friends in specific are considered before making a decision about purchasing a product.But their purchase decision depends completely on self-opinion.Where reference groups‟ influence is operative, the advertiser should stress not only thepeople who buy the product but also those who influenced the purchasing decision.The process may be viewed as starting when the consumer engages in problem recognition.Problem recognition occurs when the consumer is activated by awareness of a sufficientdifference between his / her concept of ideal situation. The action occurs only when theconsumer perceives a sufficiently large discrepancy between the actual and ideal states.Given that the consumer is aroused to action, the next state is internal search for a quick andlargely unconscious review of memory for stored information and of an experience regardingthe problem. This information in the form of beliefs and attitude influence the consumer‟spreference towards band. If an internal search does not provide sufficient information about 12
    • products, or how to evaluate them, the consumer continues with a more involved externalsearch for information.Any information stimuli are then subjected to information processing activities. This processinvolves allocating attention to available stimuli, deriving meaning from these stimuli. Thealternating evaluation phase involves comparing the information gained in the search processfor alternative product and brands to the product judging criteria on standards the consumerhas developed. When such a comparison leads to favourable evaluations, the consumer islikely to develop a purchase intention towards that alternative that received the mostfavourable evaluation.A purchase process follows strong purchasing intentions. This involves a series of selection,including the type of retail outlet as well the specific brand on service to use. The consumer‟spurchase then leads to various outcomes. One such outcome is satisfaction as a result ofdirect experience in using the brands. Satisfaction will affect the consumer‟s belief about thebrand. Other outcome is dissatisfaction and post sale doubt.Many ad agencies conducted an in-depth study of consumer buying behaviour and found thatthey all crave for peer acceptance and parental non-influence. Beyond this they are anenigma. 13
    • Set of Action Taken By SONY To Impact On BuyingBehaviours.Sony India Pvt. ltd was established on 17th November 1994 in New Delhi with branch officesall over India. It is a subsidiary of Sony Corporation of Japan. The word Sony is acombination of two words sonus and sonny. Sonus is a Latin word that represents wordslike sound or sonic whereas Sonny means a son. In 1958 it became Sony Corporation to haveworldwide expansion. Now Sony is a leader in almost every product and the most recognizedname in India. It has constantly lived up to the expectation of consumers by giving productswith latest technology, digital concepts and for its par excellent customer services. Sony hasalso won Avaya Global connect Customer Responsiveness Award in 2006. The award hadbeen given for Sonys understanding in customer behaviour, identifying new opportunitiesand exceeding customers expectation. While giving this award, the work regarding customerpolicies was also recognized. The growth of the company in India can be shown through everincreasing sale revenues. The sale revenue generated in the year 2007 was Rs. 596 Crore thathad an increase of 26% compared to the sales revenue of 2006.Sony has the most diverse portfolio in consumer durables in India. Sony makes manyproducts and almost every Indian home has one or two products of Sony. The deals in thefollowing and many more: o Televisions, o Hi-fi Audios o Home Theater systems and DVD players o Personal Audio (CD/Cassette Radio Players and Walkman) o Audio Video Accessories o Car Audio and Visual Systems o Notebooks, o Gaming Consoles o Camcorders and Digital Still Cameras o Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), 14
    • o Mobile Phones o Recording Media and Energy Devices o Broadcast and Professional productsSonys recent products TFT monitors, plasma monitors, LCD projectors, PC speakers andstorage media services are distributed through retailer, corporate partner and IT retail outlet.The latest camcorder Sony DCR-SR90E, is really getting popular in India has 30 GB storingcapacity and has recording time of 21 hours. It has built in Dolby Digital 5.1ch surroundsmicrophone. Sony has recently entered by Vaio in Indian Notebook market available inSonys retail outlets across the nation and later on IT channels will be used to distribute it.Along with Sony Digital Cameras, variety of handy cams will be launched. Yet anothermilestone is the invention of 11-inch an extremely thin next generation TV display withOLED (Organic light emitting diode) technology. This has been launched in the IndianmarketThe companys profile is so strong in India and world that people dont go in the details whilebuying any product manufactured by Sony. The name speaks tag is very much true for Sonyin India. Sony celebrates 14th-19th June as Sony days in various outlets. Special offers,attractive prices and discounts are offered during these days. Even this multinationalcompany is providing employment to many in India. Recently Sony India opened itsSoftware Center in Bangalore. Sony World in Pune is the largest showroom of Sony in India.It has all the latest products and provides excellent services. To know more on the latestinformation on the launch of product, dealers and retailers in India their website sony.co.incan be checked. In this the full list of service centers, manuals, and announcements etcregarding different products are given in detail. Full emphasis is given on the customerservices. There is no second thought that Sony is a leading name in Consumer durables inIndia with ever-increasing graph. 15
    • Marketing ImplicationsMarketers should realize that today‟s customers are an aware lot and they have an attitude.The consumer goods market is a sensitive market one that has to be handled with a great dealof care. The rules are simple  Do not overstate  Do not be obvious  Do not patronizeInstead of giving the customers respect and freedom to make their own choice, the marketershould synchronize their product and service value with customer attitudes. The marketersshould dare to be different and unconventional, so that their products click, if they weretargeted at the customer special youth, who in turn are willing to experiment with somethingnew.The marketer should understand the customer to have a strong sense of identification and asense of attitude that they sniff out of imaging. It has been observed that offering valueaddition also works in the youth market. Sony should initiate research in different productcategories and this should take into consideration the brand likeability, appeals.What has to be kept in mind is that the product should have an emotional appeal and shouldclick the target group. 16
    • SWOT ANALYSISSTRENGTHS1. Presence of established distribution networks Sony Exclusive in Chandigarh Tricity.2. Presence of well-known brands.2. In recent years, Sony Exclusive and Multi-Brand counters has increased its share in the Chandigarh Tricity market against Grey market.WEAKNESSES1. Demand is seasonal and is high during festive season.2. Demand is less in the month of June and July.3. Poor spending on infrastructure (Display) as compared to Sony World in Raipur.4. Low purchasing power of consumers.OPPORTUNITIES1. In Gurdaspur Tricity, the penetration level of Consumer goods is lower.2. Unexploited rural market.3. Rapid urbanization.4. Increase in income levels, i.e. increase in purchasing power of consumers.5. Easy availability of finance (Sony 0% finance Offer)THREATS1. Higher price of products as compared to other companies‟ products may drives the customer switch to other company products.2. Service which is given by Sony Service Gurdaspur Tricity is not completelysatisfactory. 17
    • ConsumerDurable Market 18
    • Indian Consumer Durables IndustryA major appliance, or domestic appliance, is usually defined as a large machine whichaccomplishes some routine housekeeping task, which includes purposes such as cooking,food preservation, or cleaning, whether in a household, institutional, commercial or industrialsetting. An appliance is differentiated from a plumbing fixture because it uses an energy inputfor its operation other than water, generally using electricity or natural gas/propane. Anobject run by a watermill would also be considered an appliance. The term white goods isalso used for these items, primarily where British English is spoken, although definitions forthe term "white goods" can differ. In the United States, the term white goods more commonlyrefers to linens rather than appliances.Major appliances are differentiated from small appliances because they are large, difficult tomove, and generally fixed in place to some extent. They are often considered fixtures andpart of real estate and as such they are often supplied to tenants as part of otherwiseunfurnished rental properties. Another frequent characteristic of major appliances is that theymay have substantial electricity requirements that necessitate special electrical wiring tosupply higher current than standard electrical outlets can deliver. This limits where they canbe placed in a home.Major appliances have become more technically complex from the control side recently withthe introduction of the various Energy Labelling rules across the world. This has meant thatthe appliances have been forced to become more and more efficient leading to more accuratecontrollers in order to meet the regulations.Major appliances may be roughly divided into refrigeration equipment, stoves, washingequipment, and miscellaneous.Indian consumer durables market used to be dominated by a few domestic players likeGodrej, Allwyn, Kelvinator, and Voltas. But post-liberalization many foreign companies haveentered into India, dethroning the Indian players and dominating the market. The majorcategories in the market are CTVs, refrigerators, air-conditioners and washing machines. 19
    • The Consumer Durables industry consists of durable goods and appliances for domestic usesuch as televisions, refrigerators, air conditioners and washing machines. Instruments such ascell phones and kitchen appliances like microwave ovens are also included in this category.Thesector has been witnessing significant growth in recent years, helped by several drivers suchas the emerging retail boom, real estate and housing demand, greater disposable income andan overall increase in the level of affluence of a significant section of the population. Theindustry is represented by major international and local players such as BPL, Videocon,Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool, etc.The consumer durables industrycan be broadly classified into two segments: Consumer Electronics and ConsumerAppliances. Consumer Appliances can be further categorised into Brown Goods and WhiteGoods.Types of appliancesAppliances may be divided into categories called "white goods" and "brown goods" in BritishEnglish. Brown goods are typically small household electrical entertainment appliances such as: CD and DVD players Televisions Camcorders Still cameras HiFi and home cinema Telephones etc. White goods comprise major household appliances and may include: Air Conditioner 20
    • Dishwasher Clothes Dryer Washing Machine Microwave Oven etc. Some types of brown goods were traditionally finished with or looked like wood orbakelite. This is now rather rare, but the name has stuck, even for goods that are unlikely everto have been provided in a wooden case (e.g. camcorders). White goods were typicallypainted or enamelled white, and many of them still are. The addition of new items to thesecategories shows that the categories still serve a purpose in marketing.This division is also noticeable in the service area of these kinds of products. Brown goodsusually require high technical knowledge and skills (which get more complex with time, suchas going from a soldering iron to a hot-air soldering station), while white goods need morepractical skills and "brute force" to manipulate the devices and heavy tools required to repairthem.There is usually a problem with microwave ovens, because these sell alongside refrigeratorsand dishwashers, but microwave ovens contain complex electronic boards (the clock andcontroller) which white-good servicemen refuse to repair (as they dont have the training ortools required to do so). Some brands send whole boards for replacement, and some havethem repaired by such technicians.Indian consumer durables market used to be dominated by a few domestic players likeGodrej, Allwyn, Kelvinator, and Voltas. But post-liberalization many foreign companieshave entered into India, dethroning the Indian players and dominating the market. The majorcategories in the market are CTVs, refrigerators, air-conditioners and washing machines.Indiabeing the second fastest growing economy with a huge consumer class has resulted inconsumer durables as one of the fastest growing industries in India. LG and Samsung, the 21
    • two Korean companies have been maintaining the lead in the industry with LG being theleader in almost all the categories.Koreas major consumer electronics manufacturers show continued robust growth in theIndian market for home appliances. According to a recent survey conducted by GfKMarketing Services, one of the worlds top-five market research companies, LG ElectronicsInc. was found to lead in Indias five major home appliances categories; color televisions,refrigerators, washing machines, air conditioners and microwave ovens, during the April-June period.LG-brand air conditioners held a 41 percent market share, televisions 26.7 percent,refrigerators 29.4 percent, washing machines 35.1 percent and microwave ovens 38.9 percent.Televisions rose 2.3 percent, while refrigerators and washing machines rose 3.4 percent and2.7 percent respectively, from a year ago.Samsung Electronics followed LG Electronics in the Indian home appliances market, with a14.4 percent market share in colour televisions, 16 percent in air conditioners and 18.6percent in microwave ovens during the April-June period. Although in Indias opticalmachinery market Samsung Electronics was found to lead with its computer monitors andCD-ROM drives.Meanwhile, in the audio markets, the two electronic makers fell behind competitors such asSony and Phillips. Sony and Phillips had a 42.8 percent and a 34.1 percent market share,respectively. Samsung and LG trailed with 11 percent and 5.7 percent, respectively, in Indiasaudio market."Although encountering severe competition from foreign rivals in India, a nation withenormous potential, LG Electronics is leading the Indian market for major home appliancesevery year," said Kim Gwang-ro, president of LG Electronics South West Asian branch. "Wewill continue to push the boundaries of our first-rated electronic products through localizationand product differentiation," he added. 22
    • The Indian branch of LG Electronics plans to achieve its goal of $10 billion in sales by 2010 with an investment of $150,000,000 to 2007. On the other hand, Samsung Electronics said it will focus on increasing brand recognition and value though its high-end product lines rather than attaching itself to simple, numerical sales volume in the Indian market. The company is restructuring its business segments in the Indian market to more concentrate on high value- added production. India, as one of the four BRICs nations, along with Brazil, Russia and China, is running an average of 7 percent annual economic growth, mostly driven by a growing IT sector. Some experts predict that India will become the worlds largest economy by 2035. The rural market is growing faster than the urban markets, although the penetration level in rural area is much lower. The CTV segment is expected to the largest contributing segment to the overall growth of the industry. The rising income levels, double-income families and increasing consumer awareness are the main growth drivers of this industry. (in millions of households)Consumer Classes (Annual income Rs) 1996 2001 2008 ChangeThe rich (Rs.215, 000 and more)i 1.2 2 6.2 416%The Consuming Class (Rs. 45-215,000) 32.5 54.6 90.9 179%The Climbers (Rs. 22-45, 000) 54.1 71.6 74.1 37%The Aspirants (Rs.16-22, 000) 44 28.1 15.3 -65%The Destitute (below Rs. 16,000) 33.2 3.4 12.8 -61%Total 164.8 180.7 199.2 21% Source: NCAER Table1.1-Structure of the Indian Consumer Market Industry Size, Growth, Trends The consumer durables market in India was estimated to be around US$ 5.5 billion in 2007- 08. More than 7 million units of consumer durable appliances have been sold in the year 2007-08 with colour televisions (CTV) forming the bulk of the sales with 30 per cent share of volumes. CTV,refrigerators and Air-conditioners together constitute more than 60 per cent of the sales in terms of the number of units sold. 23
    • Table-1.2-Key Consumer Durables-Share by volumeIn the refrigerators market, the frost-free category has grown by 8.3 per cent while direct coolsegment has grown by 9 per cent. Companies like LG, Whirlpool and Samsung haveregistered double-digit growth in the direct cool refrigerator market. In the case of washingmachines, the semi-automatic category with a higher base and fully-automatic categorieshave grown by 4 per cent to 526,000 units and by 8 per cent to 229,000 units, respectively. Inthe air-conditioners segment, the sales of window ACs have grown by 32 per cent and that ofsplit ACs by 97 per cent.Consumer ElectronicsThe CTV production was 15.10 million units in 2007-08 and is expected to grow by at least25 per cent. At the disaggregated level, conventional CTV volumes have been falling whileflat TVs have grown strongly. Market sources indicate that most CTV majors have phasedout conventional TVs and have been instead focusing more on flat TVs. The flat segment ofTVs now accounts for over 60 per cent of the total domestic TV production and is likely to bearound 65 per cent in 2007-08.High-end products such as liquid crystal display (LCD) and plasma display CTV grew by 400per cent and 150 percent respectively in 2006–07 following a sharp decline in prices of theseproducts and this trend is expected to continue. 24
    • The audio/video player market has seen significant growth rates in the domestic market asprices have dropped. This trend is expected to continue through 2007-08, as competition islikely to intensify to scale and capture the mass market.White GoodsIncreased consumer demand is expected to boost the white goods segment to achieveproduction levels of US$ 5.09 billion by the end of 2007-08 against US$ 4.54 billion in 2006-07, with a growth rate of 12.5 per cent.Air-ConditionersGrowth in the white goods segment was largely driven by the Air-conditioner (AC) segment.Within this, split ACs have been the main growth drivers, recording a growth of over 90 percent in 2007. Growth, albeit at a slower rate. of 32 per cent, has also been experienced in thesegment of window ACs. The window AC segment is slightly less organised as compared tosplit AC segment. The market for air-conditioners is divided quite uniformly across customersegments, with about 45 per cent share for private sector corporates, 20 per cent for domesticuse, 15 per cent each for public sector companies and government use and5 per cent forhospitals.Washing MachinesThe sales of washing machines have grown from about 780,000 units to 2,348,000 unitsduring the period, fiscal year 1999 to 2008, registering a near 12.2 per cent annual growthrate. The washing machine market may be segmented into semi-automatic and fullyautomatic machines. Semiautomatic washing machines enjoy a dominant share of 85 percent. Fully automatic washing machines have been gaining share as a consequence of productimprovement, competitive pricing and resultant convenience. However, semi-automaticmachines will continue to play a major rolein the Indian market for quite sometime. Fully automatic washing machines have been thegrowing at 44.5 per cent and semi-automatic segment, at about 18 percent. The entry ofMNCs has widened the range to more than 10 brands with a proliferation of models, while 25
    • ensuring technology upgradation. A visible impact of this churn has been the exit of a fewestablished players from the market. 2500000 2000000 1500000 1000000 Series1 500000 0GROWTH OF WASHING MACHINES UNITS FROM 2002-2008SOURCE-NCAERRefrigeratorsRefrigerators are one of the most sought after appliances in Indian middle class homes. Therefrigerator market has two segments: Direct Cool and the relatively new Frost-Free type.The market for refrigerators in 2006-07 was about 6.5 million units. The growth ofrefrigerator segment is projected to be between 18 to 22 per cent over the next 5 years. Acritical success factor for the refrigerator market, given its widespread use, is deeper reachinto the market and increased penetration. Recently, the market is getting reinforced by thereplacement segment as well. 26
    • Trends Favouring the Growth of the Consumer Durables IndustryThe key trends that impact the Indian Consumer Durables Industry today are reflected in thediagram and discussed separately in the following sections.Increasing Share of Organised RetailThe urban and rural markets in India are growing at an annual rate of 7 to 10 per cent and 25per cent respectively. One of the key enablers of this growth has been the increasingpenetration of organised retail. While there are established distribution networks in both ruraland urban India, the presence of well-known brands and organised sector is increasing. Atpresent around 96 per cent of the more than 5 million retail premises of all types in India aresmaller than 50 sq mtrs. This situation is, however, transforming. Shopping malls are 27
    • becoming increasingly common in Indian cities, and based on plans announced by keydevelopers, a proliferation of new malls is expected over the next three years. Although manyof the new malls would be much smaller than their western counterparts, Indian consumerswill have a far larger number of attractive, comfortable, brand-conscious outlets in which toshop. As a result, the organised retail industry is expected to cover a market share of 15 to 18percent by the end of 2010, from just 3 per cent at present. This will have a positive impacton the consumer durables industry, as organised retailing would not only streamline thesupply chain, but also facilitate increased demand, especially for high-end and brandedproducts.Narrowed Price Gap and Increased Affordability of ProductsAdvanced technology and increasing competition is narrowing the price gap betweenproducts in this sector, which has driven demand and enabled high growth. Products thatwere once beyond the reach of the middle class Indian are now affordable to many. Growthin demand for products, once considered luxuries, such as air-conditioners, washing machinesand high end CTVs, is a reflection of this phenomenon.Entry of Large Players Increasing CompetitionWith potential heavyweight retail stores like Croma, E Zone and Reliance Digital, the high-end segment has been exposed to a new form of purchase, allowing the consumer tofeel/experience the product in a suitable ambience (significant in decision-making). Part ofthe growth momentum in high-end segments of consumer electronics could be attributed tothe competitive evolution of organised retail, stimulating the demand through exposure tohigh end shopping experiences.Income Growth and Structural ChangesApart from steady growth in income of consumers, consumer financing has become a majordriver in the consumer durables industry. In the case of more expensive consumer goods,such as refrigerators, washing machines, colour televisions and personal computers, retailersare marketing their goods more aggressively by providing easy financing options to the 28
    • consumers by partnering with banks. While this is aimed at the lower and middle incomegroups, the higher income groups are also being attracted by opportunity.Distribution and Service NetworkAs the market spreads out from saturated urban regions to low penetration rural areas and tierII/III towns, distribution network and brand recognition will continue to play ever moresignificant roles in determining market share and profitability. The market for consumerdurables is moving towards a stage where it could soon be defined “as broad as it can bereached”. The central government plans of making electricity available for all by 2012, willalso open up immense opportunities for the consumer durables segment.Rupee AppreciationRaw material cost constitutes more than 75 per cent of expenditure incurred by consumerdurable manufacturers in India. The rapid appreciation of rupee vis-à-vis the US dollar in2007 is expected to ease raw materials costs for Indian manufacturers and benefit thoseaddressing the domestic market. 29
    • Key Players Of Consumer Durables Industries 30
    • INTRODUCTION TO THEORGANISATION 31
    • Sonys StoryIt was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionateand committed group of employees started to build “Tokyo Tsushin Kenkyujo” (Totsuko) or“Tokyo Telecommunications Research Institute” into the billion dollar global conglomeratethat it is today. The main objective of the company was to design and create innovativeproducts which would benefit the people.From early attempts at creating products like the rice-cooker to the later success of creatingJapan‟s first magnetic recorder, the innovative company went on to create other hit productswhich won the company widespread recognition and international acclaim as a truly globalcompany known for its quality and innovative products. Significant product milestonesincluded Japan‟s first transistor radio (1955), Trinitron colour television (1968), Walkmanpersonal stereo (1979), Handycam video camera (1989), PlayStation (1994), Blu-ray Discrecorder (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 sonic sound. The other word “sonny” meanslittle son. Used in combination, Sony is supposed to represent a very small group of youngpeople who have the energy and passion towards unlimited creations and innovative 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, thename Sony, which has a lively ring to it, fits comfortably with the spirit of freedom and open-mindedness. 32
    • List of SONY Products  BRAVIAThe era of High Definition has arrived and Sony‟s Bravia LCD TVs are here to help you fullyenjoy its advantages. Innovation, creativity and technology come into play in the creation ofour LCD TVs, bringing an unprecedented level of realism and stunning clarity to yourmovies, both visually and aurally. With slim and stylish designs, Bravia LCDs can fitanywhere in your home. Additional features like faster response time and PC connectivityhelp create the full entertainment experience. X SeriesPrecision colour reproduction and high quality screen resolution are the key factors whencreating the Bravia X-Series. Including features like a Full HD (1920 x 1080) LCD panel,Live Colour Creation and Sony‟s intelligent picture enhancement technology- the BraviaEngine, your movies will come alive. The X-Series also offers astounding stereo sound tomatch the spectacular visuals, providing you a wholesome entertainment experience.Watching movies at home is never the same again. W SeriesThe era of High Definition has arrived and Sony‟s Bravia LCD TVs are here to help you fullyenjoy its advantages. Innovation, creativity and technology come into play in the creation ofour LCD TVs, bringing an unprecedented level of realism and stunning clarity to yourmovies, both visually and aurally. With slim and stylish designs, Bravia LCDs can fitanywhere in your home. Additional features like faster response time and PC connectivityhelp create the full entertainment experience. V SeriesEnjoy stunning image quality and convenience with Sony‟s LCD Bravia V-Series, which ontop of an unprecedented degree of detail, also provides high connectivity, thanks to the 33
    • HDMI input that allows you to link up to any other HD sources like Blu-ray players,PlayStation 3 gaming console and HD camcorders. It delivers an uncompressed, all digitalaudio/ video interface between your Bravia TV and any HDMI-equipped audio/videocomponents. Turn your viewing into an incredible experience now. S SeriesThe Sony Bravia LCD S-Series follows in the Sony Bravia line of high performance andstylish LCD TVs. Thanks to Sony‟s unique S-PVA technology; you can now enjoy vividcolours, wide viewing angles and quick response time. Designed to be versatile, the S-Seriesis equipped with an extensive range of input interfaces; the PC input allows your TV todouble up as a computer monitor; while with HDMI, you can hook your TV up with othercompatible players. Experience the world of high definition now. G SeriesWith Sony‟s Bravia LCD G series, you get to enjoy stylish design and superior image andsound quality. Be it for home or office use, you will find the G-series a great addition. TheTVs come with user-friendly navigation, convenient front mounted controls, and an easilycomprehensible remote control. You can also adjust the angle of the TV to suit viewers‟position with the base stand that can tilt, or choose to mount it on the wall with the Sony wallmounting bracket.  Home Theatre SystemCombining the latest in video and audio technologies, Sony has developed a series of HomeTheatre Systems that provides you with an enhanced home theatre experience. Our up scalingDVD players ensure the delivery of the best in video performance while our Digital SignalProcessing guarantees a surround sound environment. Some are even compatible with thelatest digital television and have dedicated audio input for connecting to your portable digitalmusic players.  Cyber-shot (Digital Camera)Everyone can be a photographer with the wide range of Cyber-shot cameras of Sony that aimto provide you utmost satisfaction. Packed with plentiful features like Super Steady Shot, 34
    • High Sensitivity and Real Imaging Processor, you can be sure that each of our Cyber-shotcameras delivers a superior performance. To complement their functions, Sony has alsodeveloped a series of accessories that specifically caters to the Cyber-shot range.  Handycam (Video Camera)It doesn‟t matter if you are making family videos, filming documentaries or developingfeature films. Whatever the purpose, we have the right kind of camcorder you need and canafford. Sony‟s Handycam® Camcorders have a variety of different features and functions thathelp deliver spectacular video performances of stunning clarity.  VAIOCombining form, function and the latest in technology, Sony provides a range of IT andcomputing devices, storage media, accessories and peripherals to better serve all your ITneeds.  PlayStationGaming would not be the same without the invention of the Sony PlayStation series. Inaddition to the highly popular PlayStation 2, there‟s the handy PlayStation Portable and next-generation console PLAYSTATION 3. Powerful consoles must be accompanied withcompelling games, and Sony offers games of all genres to match your gaming preference.  X-plodIf you spend long hours in your car everyday, it‟s important to equip it with enoughentertainment so that you‟ll never have a dull moment. Car audio entertainment need not belimited to just your favourite radio stations or CDs. Thanks to Sony Xplod mobileentertainment technology, you can enjoy music from more sources. You now can evenexperience visual entertainment with our innovative Touch-Screen Multimedia Centrereceiver. Riding the car is never the same experience again. 35
    •  Hi-Fi SystemAudiophiles need look no further than Sony‟s selection of high-power Hi-Fi Systems that canfill your whole room with high quality stereo sounds, thanks to superb speakers and powerfulcomponents.  Sony EricssonWith Sony Ericsson‟s colourful and innovative collection of mobile phones, you candefinitely find one that will fit into your lifestyle, budget and shows off your character.We‟ve also created a series of handy mobile phone accessories so you can spruce up yourmobile phone‟s appearance, prevent it from damage, or enhance its usage  WEGA (CRT) TVIt‟s all about features, quality, style and price with Sony‟s CRT TVs. Our range of CRT TVsoffer analog and digital high-definition inputs, superior audio features and picture-enhancingtechnologies for superior visual and aural results. 36
    • CHAPTER-2REVIEW OF LITERATURE 37
    • “Gardner, Meryl Paula(1985)”The mediating role of mood states and their potential importance to consumerbehavior research are examined through the creation of a conceptual framework. Areview of previous psychological research shows that mood states affect behavior,evaluation and recall both directly and indirectly. These effects are examined to findtheir range and limitations, and their implications for consumer behavior are studiedin three areas: service encounters, point-of-purchase stimuli, and the content andcontext of communications. The feasibility and viability of mood-related approachesto marketing research and practice are also discussed.“P.S. Raju, Associate Professor, School of Business, College of Business and PublicAdministration, University of Louisville, Louisville, Kentucky, USA(1990)”This article develops a model of Consumer behaviour in international markets is a topic thatis still not well understood. Proposes a framework, called the A-B-C-D paradigm. Suggeststhat a marketer examine four stages – access, buying behaviour, consumption characteristics,and disposal – covering the entire spectrum of consumer behaviours with respect to aproduct/service. The paradigm is universally applicable to any particular culture or country ofinterest. Since there has been no comprehensive examination of consumer behaviour ineastern Europe and the Third World, focusses on using the A-B-C-D paradigm to gain abetter insight into consumer behaviour in these countries. Offers recommendations tocompanies wishing to market their products in these countries.“Saeed Samiee(1994)”The author proposes and tests that In a global marketplace, the competitive position of firmsis determined by many factors. One critical consideration that influences this position is thenumber of competing brands and their acceptance by customers. The developed nationsconstitute the biggest markets in the world, which annually import hundreds of billions ofdollars worth of foreign products. In addition, there has been a proliferation of foreign brandsthat are manufactured or assembled and marketed in these nations by local and foreign-based 38
    • finns. Customers everywhere can choose from a set of brands that includes foreign-manufactured or licensed products covering every conceivable product category, from foods,toys, and apparel to automobiles, computers, and industrial robots. Quite understandably,many such brands have achieved an enviable market position. Nevertheless, the marketing ofsuch a large number of foreign brands leads to the issue of whether customers are sensitive toand concerned about where products and/or brands are manufactured or originate.The literature in this area, generically labeled as "country-of-origin," has almost invariablyrevealed some source-country-related bias toward non-domestic products [Bilkey and Nes1982]. The implied rationale behind the close scrutiny of the country-of-origin issue is itsutility as a predictor of customer attitudes and subsequent choice behavior. Researchers haveexamined this phenomenon for over twenty-five years. Not surprisingly, with so many studiesand research designs, some have produced conflicting results (see Table 1). Marketingscholars remain intensely interested in studying this phenomenon and, as this line o...“Nancy D. Albers-Miller(1999)”Trade in contraband amounts to billions of dollars each year, and yet the buyers of theseproducts are still a mystery. The purpose of this study was to model the decision to purchaseillicit goods, using four predictor measures: product type, buying situation, perceivedcriminal risk, and price. Part-worth conjoint analysis was used to obtain individual weights ofmain effects and selected interaction effects on the willingness to purchase. Individualrespondents evaluated the purchase of illicit goods differently. Cluster analysis was used tosegment the respondents. Discriminant analysis was used to assess variable importance. Theoverall model was shown to be significant. Although the results varied by cluster, the maineffects of product type, buying situation and price were all significant predictors ofwillingness to buy. The interactions of risk with product type and price with product typewere also significant predictors for some clusters.“John Fong and Suzan Burton(2005)”The important influence of peer recommendations on consumer purchases has been stronglyestablished. However, the growth of electronic discussion boards has recently created anadditional channel for product recommendations and endorsements between people who havenever met, and anecdotal reports suggest that such recommendations can be influential insubsequent choice. This study examines and compares recommendations on digital cameraelectronic discussion boards within US and China based websites. The analysis showed a 39
    • significant country of origin effect among users of a Chinese web site, in the form of asignificantly higher frequency of negative references to brands originating from Japan.Information seeking behaviour was also found to vary between the two sites, with users of theChina based website more likely to request information, thus possibly increasing thelikelihood of, and influence of, online word-of-mouth for users of this website.“Ron Edwards, Anne-Marie Gut and Felix Mavondo(2006)”The author has investigated that the Academic studies of buyer reaction to unpopular politicalevents in the country of origin of products have focused on consumer markets. This paperaims to extend Klein, Ettenson and Morris [Klein, J., Ettenson, R., & Morris, M. (1998). Theanimosity model of foreign product purchase: An empirical test in the Peoples Republic ofChina. Journal of Marketing, 62(1), 89–101] concept of consumer animosity to industrialmarkets by comparing industrial and consumer buyer reaction to the nuclear tests conductedby France in the Pacific in the mid-1990s. It investigates whether firms in the B2B sectorwere affected more than those in B2C markets, whether entry mode was significant, andexamines the way in which firms in the two market sectors responded. The results show thatbuyer animosity was less pronounced in industrial than in consumer markets. They also showthat entry mode can influence the experience of animosity.“Yasmin van Kasteren(2007)”In consumer societies, individual impact on the environment is largely mediated by consumerbehaviour. Consumer behaviour (sustainable or not) is rarely just the result of discretepersonal decisions aimed at maximising utility, it is rather the result of complex socio-cultural negotiations about who, and what we are reflecting shared lifestyles and values.Current approaches do not fully capture the difficulty and complexity involved in changingconsumer behaviour (Jackson, 2004) and offer only a partial explanation of environmentallyresponsible behaviour. In this paper I take a critical look at the literature on environmentallyresponsible behaviour and propose a theoretical understanding of sustainable consumerbehaviour focusing on socio-cultural constructs. Specifically, I propose building on the workof Deci and Ryan to link the personal and social dimensions of values and identity tosustainable consumer behaviour and outcomes through the conceptof intrinsic and extrinsic motivation. 40
    • CHAPTER-3 RESEARCHMETHODOLOGY 41
    • Research MethodologyNeed For StudyThe study aims to understand the major factors influencing the buying behavior and analysisof the prospective customer‟s for Sony products. This study will give insights to the marketerthat would help the markets to understand the consumer segment and increase the buyingpattern and general satisfaction level of this target group.This helps the marketing people to arrive at meaningful ways to promote Sony products.PROBLEM DEFINITION“Studying Buying Behavior/Need Analysis & Generation of Prospective Customer List forSONY Products”My study was conducted in Chandigarh Tricity which is a potentially growing to consumerdurable. SONY has all sorts of outlets (SONY Exclusive & Multibrands counters) wherepeople comes to see the electronic gadget and spend their money to purchase these gadget(Products)Especially youth (20-30 years of age) are often considered to be interested to buy the SONYproducts due to the advanced technology and Brand image. The study undertaken revealedthat the segment belonging to 30-40 years of age group consider that the SONY products arevery costly. They also feel that the after sale service which is given by the Company is not asgood in comparison with the amount charged for the goods.The population of Chandigarh Tricity is vast and it is 12,25,837 in 2008. The youthpopulation is also sizeable enough.Since today the pace of change is not easy to recognize, it is not possible simply for themarketer to judge the taste, decision, trend, feature and pattern of consumer purchases. So myresearch problem is associated with the turbulent of change in technology. 42
    • RESEARCH OBJECTIVE1. To study the buying pattern of people towards consumer goods.2. To determine the major factors influencing the buying decision process of the target group.3. To set out some basic marketing implications for the marketers to cater to different needs of the targets group.4. To have some insights on the relationship between marketing stimuli and youth responses.5. To serve as guideline for further research in this area.INFORMATION REQUIRED1) What is the profile of customer in Chandigarh Tricity with respect to products and services they purchase and the places they visit?2) Which outlets/places are visited by them to purchase SONY products?3) On what products and services do they spend most?4) What are the sources of information for purchase of products?5) How much do they spend?6) How do they spend?7) What are the basic factors influencing their buying decision process?RESERCH DESIGN 1) Aim of Study. The study aims to understand the major factors influencing the buying behaviours and analysis the prospective customer‟s for SONY products. 2) Purpose of Study. This study is being made for summer training (Topic given -“Studying Buying Behaviour/Need Analysis & Generation of Prospective Customer List for SONY Products”) 3) Place of Study-Chandigarh Tricity 4) Data Collection.  The data which has been chosen for this report was primary data and secondary data. 43
    •  For the collection of data I have targeted the Chandigarh Sector 35,8,9 Mohali phase 7,Punchkula Sector 11,14 , Sectors areas due to heavy purchase of SONY products in this area.  The study takes place from 10 Feb to 24th March2009.  Data has been collected by preparing a set of questionnaire.5) Sample Design.  I have taken the sample design of 60.  T- test is based on t- distribution and is considered an appropriate test for judging the significance of a sample mean.  Chi-square is an important non-parametric test and as such no rigid assumptions are necessary in respect of the type of population.6) Data Analyzed. Data will be analyzed through survey which is going to be held in some part of Bhilai.7) Report Writing.Report is going to be prepared in case of descriptive and diagnostic research studies,where descriptive research studies are those studies which are concerned with describingthe characteristics of particular individual, or of a group, whereas diagnostic researchstudies determine the frequency with which something occurs or its association withsomething else. The studies concerning whether certain variables are associated are ofdiagnostic research studies. As against this, studies concerned with specific predictions,with narration of facts and characteristics concerning individual, group or situation are allexamples of descriptive research studies. 44
    • Hypothesis On the basis of the Diagnostic research conducted, the following hypothesis has been drawn.  Family is most important influencers for the individual customer for making a purchase decision.  Buying behaviours of customer whose monthly income is between 10.001-15,000 is different from those customers whose monthly income is above then 25,000.Descriptive Studies – has been carried out, the objective of descriptive study was to findanswer to questions like-“Who, what, where and when”. In conducting descriptive studystatistical method has been adopted.Statistical Method – has been applied, as statistical method is the most widely used method inmarketing research and is the method usually implied when a survey is referred to. Data werecollected for statistical studies by interviewing. The percentages and means have been use inthe statistical method.SOURCES OF DATA 1) Primary Data Source 2) Secondary Data SourceBoth primary and secondary data sources have been used for data collection.Primary Data Source-The major source of data was the “Primary source”Primary data was collected from:-  Depth Interview  Survey-QuestionnaireThe major source of data was from the primary source. The primary data was collected froma sample of 60 customers in the age of between 20-30 years, by circulating the questionnaireto the respondents. 45
    • Secondary source – Secondary data was collected from different journal and reports of Sonyproducts.SAMPLINGSAMPLING PROCEDURE  Universe StudiedThe universe studies consisted of customer belonging to the age group of 20 to 40 years.Sony Exclusive, Chandigarh.  Sample SizeA sample of 60 customers between the age group of 20 to 50 years was selected, out of whichmost of customer are between 20 to 30 years  Variables to be studiedBuying behaviour pattern of customer, the attributes which the youth consider while makinga purchase.  Sample DesignSampling Method.Probability sampling method was adopted where each element in the universe hasknow/equal chance of getting selected.Simple Random SamplingSimple random sampling has been exercised. Simple random Sampling is the simplestpossible probability sampling method. 46
    • Objectives of StudyThe objective of the summer training is to ensure that I as a management student develop inreal life for handling the specific project and also to develop all roundness in variousmanagement activities related to the area of my specialization. This training gives me asubstantial corporate exposure and also serves as a useful tool of interaction with thecorporate sector.The project has been derived from the field of „Marketing‟ and is entitled as “BuyingBehavior/Need Analysis & Generation of Prospective Customer List for Sony Products inGurdaspur Tricity”. The main idea behind this project is:  To get an overall view of the product sale, promotion and problem faced by SONY Products.  To make a knowledge about the market strategy of SONY in Gurdaspur Tricity. 47
    • Limitations  Time was a limitation with the quantum of data collected, hence analysis became difficult.  The nature of project, which sometimes entered into personal zones like age, income etc. created some difficulties during data collection.  There could have been efforts on a much detailed scale, but since time was limited, the scope got limited.  As simple random sampling methods was adopted, the responders (units) selected by simple random sampling method was from different places, this causes a great deal of inconvenience.  Sample which was taken for this Survey was only 60 due to time limitation and other constraints. 48
    • CHAPTER-4DATA ANALYSIS ANDINTERPRETATION 49
    • Data Analysis and Interpretation(A) Analysis of Questionnaire and discussion (PART-I)The analysis has been carried out with respect to 9 vital questions 1) Age mix of sample. (Age [in years] + Gender) (3.1) Age(in years) Below 20 20-30 30-40 40-50 Above 50 Total Male Nil 20 21 3 Nil 44 Female 5 6 4 1 Nil 16 Female Male 0 10 20 30 40 50 Below 20 20-30 30-40 40-50 Above 50  Out of total of 60 respondents interviewed there are 44 male and 16 female.  While analysis of the data it was found out that 5 female belong to the Age group of below 20.  While in the Age group of 20 to 30 there are 20 male and 6 female.  In the Age group of 30 to 40 there are 21 male and 4 female respondents.  But in the Age group of 40 to 50, only 3 male and 1 female have participated.2) Educational profile of Respondents. (3.2)Bhilai city is famous for his educational excellence, so I have decided to collect someinformation about the respondent‟s educational profile, so that marketer can understanddeeply which kind of consumers buy or interested for electronic gadget. 50
    • From the survey it was found that in city like Bhilai people are highly qualify, after studyingthe respondents educational profile where out of 60 respondents, 53% are graduates and 26 %are post graduates, so that it‟s shows that people are highly qualified for using electronicproducts. Educational Profile Male Respondents. Up to School Level 5% Up to Higher Secondary 16% Graduates 53% Post Graduate 26% Educational profile up to school level, post Graduate, 5% 26% up to H.S., 16% Graduates, 53% up to school level up to H.S. Graduates post Graduate 3) Family Size of the Respondents.(3.3)  While doing the survey It was found that there are 30 respondents whose family size is less then 4 member While 25 respondents has chosen the option of 4 to 6 members in there family Remaining 5 have selected the option of more then 6 member in there family. 51
    • Family Size Respondents.Less then 4 Member 304 to 6 Member 25More then 6 Member 5Total 60 Family Size More then 6 member, 5, 8% less then 4 4 to 6 member, member, 30, 50% 25, 42% less then 4 member 4 to 6 member More then 6 member4) Monthly Income of the Respondents. (3.4)It was found that most of the respondents who have participated in the survey are belong tothe income group of below 10,000 and 10,000-15,000 monthly income. Income Respondents. Below 10,000 18% 10.000-15,000 22% 15,000-25,000 13% Above 25,000 7% Total 60 52
    • Monthly Income Above 25,000, 7% Below 10,000, Below 10,000 15,000-25,000, 18% 13% 10.000-15,000 15,000-25,000 10.000-15,000, Above 25,000 22%5) Awareness of Respondents for SONY Products. (3.5)  It was found that most of the respondents are aware of SONY Ericsson, Cyber-Shot and Handycam.  But in the compression of these three above products respondents are lacking awareness of the SONY Products. Awarness Sony hi-fi, 2% Bravia, 2% Cyber-Shot, 14% Vaio, 3% Wega, 12% X-plod, 1% Handycam, 14% Sony Ericsson, 36% Walkman, 7% Playstation, 9% Bravia Cyber-Shot Vaio X-plod Handycam Playstation Walkman Sony Ericsson Wega Sony hi-fi6) Respondents interested to buy Sony Products. (3.6)Again we have found the same result when we have analyzed the respondents interest to buySony products where 30% respondents has say that they wanted to buy SONY Ericsson and25% respondents wants to purchase SONY WEGA. 53
    • But in the case of buying the Cyber-Shot and Handycam respondents have show less interestas comparing to the previous question asked awareness of SONY Products. Interest Bravia Cyber-shot Sony hi-fi 6% 10% Bravia 4% X-plod Cyber-Shot WEGA Vaio 25% 3% 2% Vaio X-plod Handycam Playstation Handycam Sony Ericsson 30% 8% Walkman Walkman Playststion Sony Ericsson 8% 4% WEGA Sony hi-fi7) Place where the respondents wanted to purchase Sony Products.(3.7)It has been notice that most of the respondents wanted to purchase SONY products fromMulti-Brands counters, behalf of this choice respondents has replied that when visiting Multi-Brand counters, they get other company products too from where they can compare theSONY products with other company products. Multi-Brand Counters SONY World SONY Exclusive Counters Total Interested Customer 10 15 35 60 35 35 30 25 20 15 15 10 10 5 0 SONY SONY Multi-Brand WORLD EXCLUSIVE counters Intrested customer 54
    • 8) Factor that are influence respondents to purchase SONY Products.(3.8)By the survey it has been notices that the most important factors that influence therespondents were the company brand name and products feature. Rank Factors 1st Company brand name 2nd Product feature 3rd Promotion activities 4th Influenced by others 5th Price 6th Services Factors that influenced Services, 3% Price, 7% Company brand Influenced by name, 37% others, 16% promotion activities, 8% product feature, 29% Company brand name product feature promotion activities Influenced by others Price Services9) When Respondents prefer to buy SONY products. (3.9)  It was found that most of the respondents wanted to purchase products in the offers schemes, where buyer enjoy most of the benefits after purchase the products.  So it has been noted that respondents mostly wanted to purchase the products in the periods of discount offers which is given by company or Dealers to its customers. Offers Interested Respondents Sale Offer 20% Discount Offer 50% Finance Offer 30% 55
    • Interested Responders Finance offer, 30% Sale offer, 20% Discount offer, 50% Sale offer Discount offer Finance offerB) Analysis of Questionnaire and discussion [SONY BRAVIA (PART-II)]1) Respondents are aware of which BRAVIA models. (3.10) Popular Series BRAVIA 40 30 20 35 10 15 4 5 1 0 W Series V Series S Series X Series G Series Popular Series2) This features Respondents like in the S Series model. (3.11) 56
    • What make S series so Popular Performance, 6 Price, 20 Colours [x.v. colour], 12 Audio, 3 Service, 4 Picture Quality, 15 Performance Colours [x.v. colour] Service Picture Quality Audio PriceWhile analyzing which is the best model of BRAVIA LCD, so our most of the respondentshas replied the S series model, out of 60 respondents 35 respondents has choice the S seriesthe best one.Mean while 15 respondents have choice V series as the best one, where as 4 and 5respondents has made their choice for the W Series and X Series respectively.And in the case of G Series only 1 respondent has shown interest.Know the objective was to find out which features influence respondents to choice S SeriesModel. It was noted that price and picture quality are those feature which make S series sopopular among the respondents.HYPOTHESIS TESTING FOR SAMPLE TAKEN FROM SURVEY.Sample taken from 60 respondents.(Sample) These features make S series so popular. Colours Picture Features Performance [x.v.colour] Service Quality Audio Price (1) (2) (3) (4) (5) (6) Responders 6 12 4 15 3 20By applying x2 (chi-square) test. 57
    • Solution -Let take the hypothesis that the sample is unbiased. If that is so, the probability of obtainingany one of the six numbers is 1/6 and as such the expected frequency of any one numbercoming upward is 60 x 1/6 = 10.Now writing the observed frequencies along with expectedfrequencies and work out the value of x2 as follows: Observed Expected Features frequency frequency (O-E) (O-E)2 (O-E)2/E 1 6 10 -4 16 1.6 2 12 10 2 4 0.4 3 4 10 -6 36 3.6 4 15 10 5 25 2.5 5 3 10 -7 49 4.9 6 20 10 10 100 10 Chi- square= 23Hence, the calculated value of x2 = 23▼ Degree of freedom in the given problem is (η – 1) = (6 – 1) = 5The table value of x2 for 5 degrees of freedom at 5 per cent level of significance is 11.071.Comparing calculated and table value of x2 , we find that calculated value is more than thetable value and as such could have arisen due to fluctuations of sampling. The result, thus,not support the hypothesis and it can be concluded that the sample is biased.What make BRAVIA S Series Model so popular?Uncompromised Superb Picture qualityBRAVIA S series TV is designed to bring your images to life unlike you‟ve experienced inconventional television. BRAVIA S series Full HD 1080 resolution and advanced BRAVIAEngine will ensure that every image retains its full visual beauty, while Sony‟s unique LiveColour Creation technology brings out deep vibrant colour tones and motion flow 100Hzensures that you receive remarkably smooth action and sports scenes. All of this technologyculminates to display a perfect image on BRAVIA S series 10- bit panel for an experiencethat you just can‟t find anywhere else. 58
    • Audio EmpoweredThrough years of innovation and research, Sony has come to produce S-Force Front Surroundfor a complete surround sound experience from just the front speakers of your BRAVIA Sseries. Along with the exciting new voice Zoom technology which allows you control overthe dialogue and voices of your television viewing, Sony is taking the television experienceto unheard of levels.Sophisticated DesignIn today‟s high class society, the experience would not be complete without a modern andwell designed frame to show it off to the world. BRAVIA S series starts with the amazingfloating glass design created from the ground up by Sony‟s lead engineers and expands on theconcept with a premium midnight blue finish. This enhanced styling makes BRAVIA S seriesstand out as the centre of attention in any living space.BRAVIA EngineBRAVIA S series TV is renowned for its colour quality and clarity of detail, unmatched byany other TV. At the heart of the BRAVIA S series TV is the BRAVIA Engine, a uniquefully digital processor. This engineering marvel processes and refines images from the sourcefor the final, beautiful, BRAVIA image.Incredible Colour and ClarityBRAVIA engine processes every image to ensure that you receive the deepest blacks, truestcolours and unmatched image clarity.The BRAVIA ExperienceThis innovative image processor acts as a complete digital processing studio for every imageyou view, for entertainment that is as remarkable and clear as it is in reality.Ultra-Wide viewing Angle (178 ) 59
    • This almost semi-circular viewing angle means the BRAVIA experience can be enjoyed frommany positions as well as by many more people seated in front of the BRAVIA S series LCDTV.Advanced Contrast Enhancer (ACE)By reproducing fine levels of gradation and dynamically controlling the contrast of everyimage, the Advanced Contrast Enhancer delivers superior light, mid and dark tones in everyscene. Now you can enjoy those deep dark scenes without sacrificing the brightness of thelighter elements.BRAVIA S series HD WorldBRAVIA S series brings your entertainment experience together in one place. With uniquenew technologies designed to enrich and enhance your experience, nothing delivers acombination of visual and audio in-home experience quite as stylishly in the BRAVIA Sseries. Below are the flowing Products. Play station VAIO HD Handycam Digital Broadcast Digital SLR α Cyber-shot Blu-ray Disc PlayerCinematic ExperienceDelve into a surrounding theatrical experience with Sony technologies that deliver the mostrealistic and captivating entertainment available. This way you can enjoy every film exactlyas it was originally intended on your BRAVIA S series LCD TV. 60
    • One Touch EntertainmentWatch as your entire entertainment system comes alive with the push of a single button! WithBRAVIA S series theatre Sync, each entertainment device synchronizes itself with the othersso that a single command can bring every system online and playing your favoriteprogrammes instantly.Theatre ModeWorking in close collaboration with Sony Pictures Entertainment has allowed for the creationof Sony‟s Theatre Mode. As Sony‟s authorized picture setting for films, this settingaccurately balances the colours of dark scenes and retains an appreciable amount of “film-grain”, so you experience every film exactly the way the director intended!(c) Analysis of Questionnaire and discussion [Sony Cyber-Shot (PART-III)]1) Respondents are aware of which model of Cyber-shot (3.14) Popular model of Cyber-Shot 30 25 20 15 26 10 18 12 5 4 0 DSC-W series DSC-T series DSC-H series DSC-S series Popular model of Cyber-Shot2) This feature influence Respondents to switch to take Cyber-Shot DSC-S series. (3.15) 61
    • What make DSC-S Series so popular Effective Mega Imaging Price, 11 pixels, 4 processor, 1 Supplied Battery life, 5 Accessories, 5 ISO sensititivity, 2 Lens, 1 Scene selection modes, 3 Macro Focus Recording Movie Range, 5 modes, 2 Weight (excluding Body size(M x H x accys), 6 D)mm, 4 LCD monitor, 2 Zoom, 2 Internal Memory, 1 face Detection, 2 CCD size, 1 Colour Mode, 3 Effective Mega pixels Imaging processor Lens Battery life ISO sensititivity Scene selection modes Recording Movie modes Weight (excluding accys) Internal Memory Zoom CCD size LCD monitor face Detection Colour Mode Body size(M x H x D)mm Macro Focus Range Supplied Accessories PriceWhile analyzing which is the best Series in Cyber-Shot, most of our respondents replied theDSC-S series. Out of 60 respondents 26 respondents chose the DSC-S series as the best one.Meanwhile, 18 respondents chose DSC-W series as the best one, whereas the other12 and 4responders gave their choice to the DSC-T series and DSC-H series respectively.Now the objective was to find out which features influence respondents to choose DSC-Sseries. It was noted that price of DSC- S series make itself as the most popular seriescomparing to other models. 62
    • Chapter 5Finding and Suggestion 63
    • Findings and Suggestions  Marketers should innovating new products with unique features having some multipurpose utility which could create an appeal to the customers, for example, company can manufacture those Cyber-Shot cameras having the capacity of 30 to 40 GB hard Disk memory which record up to 20Hrs to 27Hrs of video Recording as Hard Disk Drive Handy-cam can do.  In case of price, price of products should not be too high. Marketer should follow the strategy of „Good quality and services in fewer prices‟. That can attract customers.  It was seen that generally customers like to visits those outlets which are frequently visited by other customers, customers generally prefer Multibrands counters because lots of products can be seen at on place (including Sony products), so Sony Exclusive have to sharp look on the updated version Sony products at there showroom.  Regarding promotion marketers Sony Exclusive must build up unique imagery appeal for their Sony products through advertisement (For example like Sony has an imagery of quality).  More intense research works should be initiated, studying the specific needs and attributes sorted by the customer for different kinds of product categories. 64
    • ConclusionBefore taking up the aspect of respondents buying behaviour, few points about the sample areto be considered.  The sample size was 60, consisting the Chandigarh Sector 8,9,35 areas, Mohali phase 7 and Panchkula sector 11,14.  Respondents mainly belong to the age groups 20 to 30 years.  Respondents mainly belong to the Monthly income group of 10,000 – 15,000.  Most of the respondents are Graduates and Post Graduates.  All respondents are resident of Chandigarh Tricity.  Sample consists of youth belonging to different socio-economic group. But a majority of respondents belonged to the premium class.It is important to consider these points because the conclusions are valid for this populationonly.By the age Mix Sample it was found that most of the respondents are male how want topurchase those products how are technically very advanced as per the launched of newproducts came they rush to Sony outlets (Sony Exclusive or Multi-Brand counters) to buythose products, as comparing to female they have less interest in products advancement ascompared to there necessity requirement. Most of respondents who belong to the monthlyincome group of Rs10,000 – Rs15,000 buy the Sony products from finance scheme which isoffered by Sony India private Limited.(0 % Finance offer)The roles played by members of the family varies with demographics parameters as well aswith the typed of products. While a number of psychological variables are useful in obtaininginto consumers psyche, it is worthwhile to probe into some specific aspects of consumerdecision making in order to formulate marketing strategies. CDM enables marketers tovisualize a broad framework of stage and apply psychological or/ and group variables to aspecific product/ market/ brand situation. The influencer plays an important role in CDM.Unlike the organizational buying process, in the case of a family, the influencer do notusually have expertise but assume their respective roles on the basis of the family dynamics 65
    • BibliographyBooks  Broadbridge A, Marshall J,” International Retail & Distribution Management”, Consumer complaint behaviour,Emerald Group Publishing Limited, Volume 23, Number 9, 1995 , pp. 8-18(11)  Malhotra .K Naresh,”Marketing Research”,Pearson Publishing Limited,Volume 5,pp. 533-545.  Kotler Philip, “Marketing Management”,8th Edition, June, 1995, Page no. 172-197.  Schiffiman Leon G. and Leslie Layas Kanuk, “Consumer Behaviour”, 6th Edition, 1997, Market Segmentation, Page no. 48-64, Consumer Behaviour, Page no. 376-392, Consumer Decision Making, Page no. 503-508.  Neal Mc, James V, An Introduction to consumer behaviour, New York, Willey 1973 Sharma, D. D. Marketing research, New Delhi, Sultan Chand & Sons, 1999Article/Journal  Bolton Ruth N, and. Drew James H,” A Multistage Model of Customers Assessments of Service Quality and Value: Journal of Consumer Research Inc.”,Vol no5,no2(June 1991 pages123-187)  Dwyer FR, Schur PH , “Service quality, customer satisfaction, and customer value: A holistic perspective International Journal of Hospitality Management”,Vol. 18, no1,( March 1999, Pages 67-82)  Nancy D. Albers-Miller,” Consumer misbehavior: why people buy illicit goods: Journal of Consumer Marketing”,Vol.16,(1999)  Saeed Samiee “,Customer Evaluation of Products in a Global Market; Journal of International Business Studies”, Vol. 25,(1994) 66
    • Websites Sony India Private Limited official Website (www.sony.co.in) http://www.sciencedirect.com/science http://www.ingentaconnect.com/content/mcb http://www.emeraldinsight.com/Insight/viewContentItem http://www.ibef.org/artdisplay.aspx?cat_id=391&art_id=18049 67
    • ANNEXURE. 68
    • “COMSUMER BUYING BEHAVIOUR OF SONY PRODUCTS IN GURDASPUR”Please put a tick (√) in appropriate brackets. PART - I1. Age (in years) Below 20 ( ) 20 – 30 ( ) 3 0 - 40 ( ) 40 - 50 ( ) 50 Years & above ( )2. Gender Male ( ) Female ( )3. Educational Profile Up to School level ( ) Up to H.S ( ) Graduates ( ) Post Graduate ( )4. Family Size Less then 4 member ( ) 4 to 6 member ( ) More Then 6 member ( )5. Monthly Income (in Rupees) Below 10,000 ( ) 15,001 – 25,000 ( ) 10,001 – 15,000 ( ) Above 25,000 ( )6. Did you know about SONY Products? Bravia ( ) Handycam ( ) Cyber-Shot ( ) Playstation ( ) Vaio ( ) Walkman ( ) X-plod ( ) Sony Ericsson ( )7. Which product you have buyed in SONY or having interested to buy it? (Tick 3 product) Bravia ( ) Handycam ( ) Cyber-Shot ( ) Playstation ( ) Vaio ( ) Walkman ( ) X-plod ( ) Sony Ericsson ( ) WEGA ( ) Sony hi-fi ( ) 69
    • 8. From where you like to buy the SONY Product and Why? Sony World ( ) Sony Exclusive ( ) Multi-Brand counter ( ) Why? …………………………………………………………………………………………. …………………………………………………………………………………………..9. Rank the factor that influence you to purchase SONY products in the scale of 1 to 6, (1being the highest and 6 being the lowest) Company brand name ( ) Promotion activities ( ) Product feature ( ) Price ( ) Services ( ) Influenced by others ( ) Any other (Please specify) …………..…………………......................10. When you prefer to buy Sony products? Sales offer ( ) Discount offer ( ) Any other (Please specify) …………………………………………….11. View about Sony products? ……………………………………………………………………………….……………………………………………………………………………...Personal Details:Name:…………………… age: 70
    • PART - IISONY BRAVIA. 1. Are you aware of BRAVIA Models? W series ( ) X series ( ) V series ( ) G series ( ) S series ( ) 2. Which model or home theatre series you have purchased or interested to buy and Why? BRAVIA models (Starting Onwards*) W series ( ) X series ( ) [MRP Rs. 64,990 /-*] [MRP Rs. 179,900 /-*] V series ( ) G series ( ) [MRP Rs. 52,990 /-*] [MRP Rs. 24,990 /-*] S series ( ) [MRP Rs. 34,990 /-*] Why? ………………………………………………………………….......... ……………………………………………………………………….. BRAVIA Theater DAV-DZ777 ( ) DAV-DZ570 ( ) DAV-DZ370 ( ) DAV-DZ270 ( ) Why? ………………………………………………………………….......... ……………………………………………………………………….. 3. Which features you like in BRAVIA? Performance ( ) Picture Quality ( ) Colours [x.v.colour] ( ) Audio ( ) Service ( ) Any other ……………………... (Please Specify) Why? ………………………………………………………………….......... ……………………………………………………………………….. 4. View about SONY BRAVIA? …………………………………………………………………..........----------------------------------------------------------------------------------------------------- 71
    • PART - IIISONY CYBER-SHOT.1. Are you aware of CYBER-SHOT Models? DSC- W150 ( ) W170 ( ) W300 ( ) [MRP Rs. 15,990/-] [MRP Rs. 17,990/-] [MRP Rs. 19,990/-] DSC- W110 ( ) W120 ( ) W130 ( ) [MRP Rs. 10,990/-] [MRP Rs. 12,990/-] [MRP Rs. 14,990/-] DSC- T70 ( ) T300 ( ) [MRP Rs. 14,990/-] [MRP Rs. 19,990/-] DSC- T2 ( ) [MRP Rs. 17,990/-] DSC- H10 ( ) H20 ( ) [MRP Rs. 15,990/-] [MRP Rs. 19,990/-] DSC- S730 ( ) S750 ( ) [MRP Rs. 8,990/-] [MRP Rs. 9,990/-]2. Which series of CYBER-SHOT you have purchased or interested to buy and Why? DSC- S730 ( ) DSC- W110 ( ) DSC- T2 ( ) DSC- H10 ( ) Any other (please Specify)…………………..................................................... Why? …………………………………………………………………..........……… ………………………………………………………………………………..3. In your CYBER-SHOT what features due you want? [Tick out 12] Effective Mega pixels ( ) Zoom ( ) Imaging Processor ( ) CCD Size ( ) Lens ( ) LCD Monitor ( ) Battery Life ( ) Image Stabilizer ( ) ISO Sensitivity ( ) Face Detection ( ) HD Output ( ) In-Camera Editing ( ) Scene Selection Modes ( ) Colour Mode ( ) Recording Movie Modes ( ) Body Size (M x H x D) mm ( ) 72
    • Weight (excluding accys) ( ) Macro Focus Range ( ) Internal Memory ( ) Supplied Accessories ( ) Any other (please Specify)…………………..................................4. View about SONY CYBER-SHOT? …………………………………………………………………........................ ………………………………………………………………………………… ………………………………………………………………………………… 73
    • 74