1. RESEARCH METHODOLOGY OF SONY VAIO 1
“RESEARCH METHODOLOGY OF
SONY VAIO”
JEENAL N. RATHOD
ROLL NO.38

2. RESEARCH METHODOLOGY OF SONY VAIO 2
“RESEARCH METHODOLOGY OF SONY VAIO”
SUBMITTED BY
NAME: Ms. JEENAL N. RATHOD
CLASS: M.COM PART – II ACCOUNTS (SEM IV)
SUBMITTED TO
UNIVERSITY OF MUMBAI
PROJECTED GUIDE: MISS PRAJNA SHETTY
RAJATHANI SAMMELAN‟S
GHANSHYAMDAS SARAF GIRL‟S COLLEGE,
AFFILLIATED TO UNIVERSITY OF MUMBAI
REACCREDITED BY NAAC WITH “A” GRADE
&
DURGADEVI SARAF JUNIOR COLLEGE
( ARTS & COMMERCE)
S.V.ROAD MALAD (W)
MUMBAI – 400064
YEAR: 2013-14

3. RESEARCH METHODOLOGY OF SONY VAIO 3
RAJASTHANI SAMMELAN‟S
Ghanshyamdas Saraf College
Affiliated to University of Mumbai
REACCREDITED BY NAAC WITH „A‟ GRADE
R. S. Campus, S. V. Road,
Malad (W), Mumbai: 400 064
Year: 2013-2014
CERTIFICATE
I Prof. PRAJNA SHETTY here by certify that Ms. Jeenal Navratana
Rathod a student of Ghanshyamdas Saraf College of MCOM PART II
ACCOUNT (Semester IV) has completed Project on “RESEARCH
METHODOLOGY OF SONY VAIO” in the Academic year
2013-2014.
Thus information submitted is true and Original to the best of my
Knowledge.
External Examiner: Principal:
Date:
Project Co-ordinator: College Seal:
Date:

4. RESEARCH METHODOLOGY OF SONY VAIO 4
ACKNOWLEDGEMENT
I take this opportunity to thank the UNIVERSITY OF MUMBAI for
giving me a chance to do this Project.
I express my sincere gratitude to the Principal Mrs. Sujata
Karmarkar, course co-ordinator Mrs. Dr. Lipi Bhattacharya ,
Guide Prof. Prajna Shetty, our librarian and other teachers for their
constant support and helping me for completing the project.
I am also grateful to my friends for giving support in my project.
Lastly, I would like to thank each and every person who helped me in
completing the project especially MY PARENTS.
Date: Signature of the Student :

5. RESEARCH METHODOLOGY OF SONY VAIO 5
DECLARATION
I Miss JEENAL NAVARATNA RATHOD a student of
Ghanshyamdas Saraf College of Arts and Commerce, Malad (W)
MCOM PART II ACCOUNT (Semester IV) hereby declare that I
have completed project on “RESEARCH METHODOLOGY
OF SONY VAIO” in the academic Year 2013-2014. This
information submitted is true and original to best of my Knowledge.
Date : Signature of the Student:

6. RESEARCH METHODOLOGY OF SONY VAIO 6
TABLE OF CONTENTS
Sr. No TITLE Page. No.
CHAPTER 1
1.1 Executive Summary (Preface) 7
1.2 Hypothesis 8-10
1.3 Research Objectives 11
1.4 Making Of The Project Report 12-13
1.5 Research Methodology 14-15
CHAPTER 2
2.1 Introduction 16-20
2.2 History 21-22
2.3 Corporate Governance 23
2.4 SWOT Analysis 24
2.5 Major Competitors 25
2.6 Key Success Factor, Distributions Channel, Pricing,
Promotions and Service
26-27
CHAPTER 3
3.1 Analysis of Questionnaire 28-34
3.2 Interpretation of Results and Customer Feedback 35
3.3 Consumer Buying Behaviour for Laptop 36
3.4 Stages in Consumer Decision Making Process for Laptop 37-38
CHAPTER 4
4.1 Conclusion 39
4.2 Limitation of the Report 40
4.3 Suggestions & Recommendation 41-42
ANNXURES
4.4 Questionnaire 43-46
4.5 Project Report 47-48
4.6 References/Bibliography 49

7. RESEARCH METHODOLOGY OF SONY VAIO 7
CHAPTER 1
1.1EXECUTIVE SUMMARY
SONYis a leading manufacturer of audio, video, communications, and
information technology products for the consumer and professional markets.
Its motion picture, television, computer entertainment, music and online
businesses make Sony one of the most comprehensive entertainment and
technology companies in the world. VAIO is a leading PC brand among
many of Sony‟s family of innovative products. MEC is one of the world‟s
leading media agency networks
The Sony vaio laptop sold by comes with brand name of sony VAIO .it
was launched in India on 24th
oct 2004.there are deferent model which
differ in different thing SONY product 7 model of laptop. There are VAIO
SR,VAIO FW,VAIO TOKEG,VAIO CR,VAIO NR,VAIO TZ& VAIOS ZS.
SONY has verity of laptop to offer to its customers. These come with
different feachuter, quality, designs Model and size
SONY VAIO is sub brand used for many of sony computer product
originally and acronym of video audio integrated operation this was
amended to visual audio intelligent orgnigetion in 2008 to celebrate the
brand 10th
anniversary the branding was created by Healy to distinguish
item that integrated consumer audio and video with convansiol computing
product such as the SONY VAIO W series personal computer which
functioned as a regular computer and a miniature interment centre although
sony made computer center in the 1980 exclusively for the local market
The company withdraw from the com. Business around the turn of the
decoded sony re-entry to the global computer market under the new vaio
brand in began in 1996 with the PCV series of desktop the vaio logo also
represent the integration of analog and digital technology with the VA
representing an analog wave and the IO representing a digital binary code.

8. RESEARCH METHODOLOGY OF SONY VAIO 8
1.2 HYPOTHSIS:
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 behaviors 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 find answer to questions like-“Who, what, where and when”.
In conducting descriptive study statistical method has been adopted.
Statistical Method – has been applied, as statistical method is the most
widely used method in marketing research and is the method usually
implied when a survey is referred to. Data were collected for statistical
studies by interviewing. The percentages and means have been use in the
statistical method.
PARAMETRIC TESTS (t-TEST):
T- test is based on t- distribution and is considered an appropriate test for
judging the significance of a sample mean or for judging the significance
of difference between the means of two samples in case of small sample(s)
when population variance is not known (in which case we use variance of
paired t-test (or what is know as difference test) for judging the
significance of the mean of difference between the two related samples. It
can also be used for judging the significance of the coefficients of simple
and partial correlations. The relevant test statistic, t, is calculated from the
sample data and then compared with its probable value based on t-
distribution (to be read from the table that gives probable values of t for

9. RESEARCH METHODOLOGY OF SONY VAIO 9
different levels of significance for different degrees of freedom) at a
specified level of significance for concerning degrees of freedom for
accepting or rejecting the null hypothesis. It may be noted that t-test
applies only in case of small sample(s) when population variance unknown.
NON-PARAMETRIC TEST (CHI-SQUARE):
Chi-square is an important non-parametric test and as such no rigid
assumptions are necessary in respect of the type of population. We require
only the degrees of freedom (implicitly of course the size of the sample)
for using this test. As a non- parametric test, chi-square can be used
(I) as a test of goodness of fit and
(II) as a test of independence.
As a test of goodness of fit, x2
test enables us to see how well does the
assumed theoretical distribution (such as Binomial distribution, Poisson
distribution or Normal distribution) fit to the observed data. When some
theoretical distribution is fitted to the given data, we are always interested
in knowing as to how well this distribution fits with the observed data.
The chi-square test can give answer to this. If the calculated value of x2
is
less than the table value at a certain level of significance, the fit is
considered to be good one which means that the divergence between the
observed and expected frequencies is attributable to fluctuations of
sampling. But if the calculated value of x2
is greater than its table value,
the fit is not considered to be a good one.
In order that we may apply the chi-square test either as a test of goodness
of or as a test to judge the significance of association between attributes,
it is necessary that the observed as well as theoretical or expected
frequencies must be grouped in the same way and the theoretical
distribution must be adjusted to give to the same total frequency as we
find in case of observed distribution. x2
is then calculated as follows;
x2
= Σ (O – E) 2

10. RESEARCH METHODOLOGY OF SONY VAIO 10
Where
O = observed frequency of the cell in ith row and jth
column.
E = expected frequency of the cell in ith row and jth
column.
If two distributions (observed and theoretical) are exactly alike, x2
= 0;
but generally due to sampling errors, x2
is not equal to zero and as such
we must know the sampling distribution of x2
so that we may find the
probability of an observed x2
being given by a random sample from the
hypothetical universe. Instead of working out the probabilities, we can use
ready table which gives probabilities for given values of x2
. Whether or
not a calculated value of x2
is significant can be ascertained by looking at
the tabulated values of x2
for given degrees of freedom at a certain level of
significance. If the calculated value of x2
is equal to or exceeds the table
value, the difference between the observed and expected frequencies is
taken as significant, but if the table value is more than the calculated
value of x2
, then the difference is considered as insignificant i.e.,
considered to have arisen as a result of chance and as such can be
ignored.
1.3 REASERCH OBJECTIVES:

11. RESEARCH METHODOLOGY OF SONY VAIO 11
Topic of the study
“RESERACH METHODOLOGY OF SONY VAIO”
Objectives of the study:
Different Companies/brands are available in the consumer durable market to
customers like Sony, Samsung, LG, Philips, Panasonic etc. Sony is the
leading brand name in the consumer durable market. The final decision of
transaction is totally depend on the consumer, consumer may have
different perception for his satisfaction for particular brand
and company has to fulfil consumer‟s requirement. Hence the concerned
project is undertaken:-
 To analyze the customer‟s requirement.
 To study the Competitor‟s service attitude of staff member to
customers.
 To find out the strength and weakness of competitors.
 To provide the better services & try to built the credibility in the
consumer.
 To know the opinion & suggestions of customers.
 To determine the satisfaction level of retailers regarding the promotional
strategies for laptops undertaken by Sony Vaio.
 To know about laptops, cost, usage, types, Channels of distributions,
Technology, Logo and various other things.
 To Know Key Sucess Factor of Sony Vaio in Market
 The information is also collected from the potential customers who are
willing to buy the laptop and their preference is mentioned which is a vital
information to the company.
 Corporate Governance of Sony Vaio
1.4 MAKING OF PROJECT REPORT:

12. RESEARCH METHODOLOGY OF SONY VAIO 12
PROJECT TITLE:
“RESERACH METHODOLOGY OF SONY VAIO”
A project always starts with a definition of problem. Once a problem is defined
it completes the part of the project work. The questioning gives the exact
answer for the problem defined.
The first portable computer was Osborne 1, which was developed in 1981.
Manny Fernandez was the first who developed the personal portable
computer for the business executives in 1981 and named it “Laptop”. The
two commonly used terms are being used for the laptops, one is laptop
and other is notebook.
Sony Vaio is a well know brand in the all over the world and is
performing well in all country, up coming area where in there is lot of
potential for the companies to increase their market share. There are
players like HP/Compaq, Lenovo and Acer which are having the
considerable amount of market share. Sony laptops have made their
presence felt in the market but it is now intending to increase the market
share and the need for this project is to determine the opportunities
available for its growth and to determine the gaps in the competitors
within their distribution channel till the end users. This will help SONY to
fill those gaps in its distribution channels through which it can make
customers delight. Through this project SONY will not only be able to get
to know about the Gaps of its competitors it will also be able to trace the
of its channel and fill those Gaps for providing the effective service to its
channel members and end users.
In this project a survey will be conducted on the retailers as well as
distributors of the laptops and data will be collected. Along with this
information from end user of the laptops will also be collected in order to
know the customer preference and their buying behavior. The company will
get the latest information about the retailers i.e. data base of the retailers
along with filled questionnaires which they have filled will be submitted to

13. RESEARCH METHODOLOGY OF SONY VAIO 13
the organization. As for the end users a proportionate number of users as
will as potential customer‟s opinion will be considered so that company
can design their marketing strategies to suit the needs of its customers.
The study for laptop is essential as more people are buying laptops and
the competition among the players is increasing. When the company is
having sufficient data about the market then it becomes easy to have an
edge over its competitors.
The project in Sony Vaio Laptop is an interesting area as it gives a wide
scope for study of the market of the laptop as well as the products of the
competitors as well as the strategies adopted by them in order to increase
market share. The project is done mainly to determine the problems faced
by the Sony in selling the laptops through its retailers and also to find out
the exact reason why the Sony product sale is not increasing in the Twin-
Cities. As in the IT market the retailers play a crucial role in promoting the
goods along with the companies which produce them. If there is no
correlation between them then there would not be much sales for the
company and retailers also does get any benefit.
The Sony India Pvt Ltd is into laptop business from past many years and it
is performing were well in the metropolitan cities but the performance is
not up to the mark in up country region. The competitors like HP/Compaq,
Lenovo, Acer have been doing good in these regions also.
The competitors have introduced the products which very much suitable to
this region. HP/Compaq is providing the laptops at a very competitive price
and they are also with a latest configuration. Sony is know for the brand
and quality but unfortunately only those people buy who are very much
brand and quality conscious. The people in up country region are not at all
ready to pay the premium price for the laptops.
1.5 RESERCH METHODOLOGY:

14. RESEARCH METHODOLOGY OF SONY VAIO 14
Primary Data:
Primary data is first hand information that has to be collected by the
researcher from the respondents of market i.e. retailers & end users of the
laptop. Through personal interview method with the help of questionnaire.
Analysis, interpretation, summary of findings, conclusions and
recommendations are completely based on primary data.
Secondary Data:
Secondary data are data that were developed for some purpose other then
helping to solve the problem at hand. After identifying and defining the
research problem and determining specific information required solving the
problem, the researcher‟s task is to look for the type and sources of data
which may yield the desired results. The research will not be complete
without the complete reference to the relevant secondary data.
Type of Research :
Descriptive Research and Explorative research will be used for
conducting the survey.
Sampling method:

15. RESEARCH METHODOLOGY OF SONY VAIO 15
Methodology adopted is Non probability, Convenience sampling method
techniques. Individual sampling unit is taken for the Sampling method.
40 samples of retailers and 120 samples of the end users of the laptop i.e.
the 80 number is broken into 2 segments mainly end users of Sony Vaio
and other brand laptops. 40 Samples of potential customers is also
considered. In the end users and potential again there will be 3 segments
consisting of Professionals, Business class and students.
Sampling frame:
The entire research covered in India country in particular region.
Sampling unit :
40 retailers & 80 end-user‟s & 40 potential customers were taken to
conduct survey region.
A total Tools and techniques of data collection and interpretation of
data:
For the purpose of collecting primary data, personal interview method with
the help of questionnaire will be gathered from retailers & 80 end-user‟s &
40 potential customers of region. For the purpose of analyzing, processing,
interpreting the data, SPSS analysis will be used which will be presented
in the tables followed by an appropriate analysis and graphical
representations by different charts.
CHAPTER 2
Samples
Distributors &
Retailer
End Users
Professionals Business Class
Students
Potential
Customers
Professional
Business
Class
Students

16. RESEARCH METHODOLOGY OF SONY VAIO 16
2.1 INTRODUCTION:
SONY VAIO
VAIO is a sub –brand for many of Sony‟s computer products. It is an
acronym for Visual Audio Intelligence Organizer. Vaio brand started in
1996.It was launched in India on 24 October 2004. Although Sony made
computers in the 1980s for the Japanese market only, Sony withdrew from
the computer business around the turn of the decade. Sony's re-entry to the
computer market, this time globally, under the new VAIO brand, started in
1996 with the PCV series of desktops. The VAIO logo also represents the
integration of analog and digital technology. The 'VA' represents an analog
wave and the 'IO' represents digital binary code, thus some would call it
VA10 or Va-ten. Sony is expanding the use of the VAIO label. It can
now be found on notebooks, subnotebooks, desktops and media centers.
Network media solutions by Sony will also carry the VAIO brand.
PRODUCT:
SONY has expended its used for the vaio brand which can now be found on
“NOTEBOOK, SUBNOT BOOK” desktop and media senter network media
solution by sony will also carry the vaio brand
VAIO notebook as currently shipped with windows7 professional windows7
home premium while high end model sum time comes with windows7 ultimate.
a) Laptop Industry :

17. RESEARCH METHODOLOGY OF SONY VAIO 17
Laptops were originally considered to be "a small niche market" and were
thought suitable mostly for "specialized field applications" such as "the
military, the Internal Revenue Service, accountants and sales
representatives". But today, there are already more laptops than desktops in
businesses, and laptops are becoming obligatory for student use and more
popular for general use.
According to IDC India, The laptop sales are growing a much faster rate
than projected. India's personal computer market is undergoing a major
transition. The Notebook PC sales grew at 52.8% year-on-year (4Q CY09
over 4Q CY08) clocking 6.9 lacs units in October-December 2009 Dell
captured the top spot with a market share* of 26.3% for the first time in
4Q CY09.follo by HP on 2nd spot and Acer on 3rd spot.
The major players in the laptop category in India are:
HewlettPackard(HP)
Apple
IBM
Toshiba
Compaq
Dell
Sony
b) Logo:
The concept of logo design represents the integration of analog and digital
technology. The 'VA' represents an analog wave and the 'IO' represents
digital binary code. Besides, the pronunciation VAIO likes the word “bio”
that means life as biochemical technology. VAIO was originally an
acronym for Video Audio Integrated Operation, but since 2008 developed
to Visual Audio Intelligence Organizer to celebrate the brand's 10th year
anniversary.The branding was created by Timothy Hanley to differentiate
items to include the utilize of consumer audio and video, as well as being
computers.

18. RESEARCH METHODOLOGY OF SONY VAIO 18
The name VAIO and its logotype were created as the collective name and
logo of Sony PC products. VAIO stands for Video Audio Integrated
Operation. Representing an integration of analog and digital, the logotype
consists of a sign wave that represents analog, and the numbers 1 and 0
that represent digital.
c) Trademarks:
Copyright 2004 Sony Corporationis a trademark of Sony Corporation.
Microsoft and Window s are trademarks or registered trademarks of U.S.
Microsoft Corporation in the U.S. and other countries. i.LINK is the name
for the IEEE 1394-1995 standards and their revisions. i.LINK and the i.
LINK logo " are trademarks of Sony Corporation.
All other system names and product names appearing in this document are
generally the registered trademarks or trademarks of their respective
manufacturers. Further, the trademark (TM) and registered trademark (R)
symbols are not indicated throughout this document.
The Sony Corporation cannot accept liability for damage or loss resulting
from the use of this software, or for any claim from a third party. This
software must not be used in a system other than that specified. The
software specifications may be subject to change w without notice.
d) Branding:
VAIO brand is known well for notebook PC product. VAIO is sub brand

19. RESEARCH METHODOLOGY OF SONY VAIO 19
of Sony that it have slogan „like no other‟. A Corporate brand value
supports VAIO to have advantages of a guarantee of value and quality.
Consumer can trust for the quality of VAIO to support by Sony.
Moreover, VAIO is awarded No.1 notebook PC brand that consumers are
continually satisfied from Brand Age, Marketer, and Trusted Brand of
Reader‟s Digest, by Thailand‟s most admired brand survey. To guarantee
that is favourite and popular one.
VAIO has building up brand recognition in market with their advertising
that mention to recognize to consumers. It is the quality, innovation, and
value. Quality Sony VAIO has an origin in Japan. Consumers know well
that Japan is the potential of labor skill and production in electronic.
Japanese believes that each manufacturing must have the same quality.
Traditionally, VAIO is referred to the quality not only usability but also
material. That the materials used to build each VAIO notebook are only
ever selected for its quality so as well as sleek looks and processing
power. VAIO is designed to cope with high end materials of everyday use.
Moreover, VAIO is made by human hand guarantees the utmost in quality
and strive for a complete. Innovation when we talk to VAIO notebook, we
unusually think of its innovation in every time. Since its introduction, each
new VAIO model has been a showcase of our advanced innovation know-
how. Till today, this unfailing principle remains very much an integral part
of VAIO product development process. VAIO have development product to
be outstanding in term of products because the world of technology is
movement all time. Being the first research make advantage to brand that
is key success of Sony VAIO. There are the new innovations such as.
Fingerprint Recognition The integrated biometric fingerprint sensor fitted to
selected Sony VAIO notebooks means that you‟ll never have to remember
your login password ever again. Simply slide your fingertip over the sensor
and start working. Dual Layer Drives is store more on your Sony Dual
Layer Drives mean that the next time you save something to DVD. There
will be twice as much storage space to finish the job. Value looking for a
functional product, someone is looking for a powerful brand to be the

20. RESEARCH METHODOLOGY OF SONY VAIO 20
great brand value such as VAIO. It has the brand value to impress
consumers as luxurious, modern, prestige, fashionable, hi-tech, and high
class. Those values are recognized inside consumer‟s mind that they feel
proud to possess. Brand value isn‟t concrete object but it is understood
well that have the powerful attraction consumers. Nevertheless, the benefit
of those values makes VAIO to be premium brand for the high price
product. Building a positive value is difficult thing but VAIO is able doing
it with its potential in term of product thought promotion.
e) Technology:
The VAIO brand holds many unique technologies to its name. Some of
these are:
Some Sony VAIO models come with Sony's proprietary XBRITE (also named as
Clear Bright in Japan and Asia-Pacific region) displays. The first model that
introduce this feature is the VAIO TR series. It is also the first consumer product
to utilize such technology. It is a combination of smooth screen, anti-reflection
(AR) coating and high-efficiency lens sheet. Sony claims that the smooth finish
provides a sharper screen display, the AR coating prevents external light from
scattering when it hits the screen, and the high-efficiency lens sheet provides 1.5
times the brightness improvement over traditional LCD designs, while also
extending battery life due to less usage of the LCD backlight. The technology
was pioneered by Sony engineer Masaaki Nakagawa, who is in charge of the
VAIO TR development. More information can be found here..
The SZ series features both an Intel GMA 950 graphics chip and an NVIDIA
graphics chip. These laptops can cold-switch between the GMA 950, to preserve
battery life, or the NVIDIA chip, to enhance graphics performance. Currently,
these laptops are the only products on the market with this function. The high-
end AR Series VAIOs were the first to incorporate a Blu-ray Disc burner. These
laptops were designed to be the epitome of high-definition products including a
1080p capable WUXGA(1920 × 1200 pixels) screen, HDMI output and the
aforementioned Blu-ray burner. The AR series also include an illuminated logo.
2.2 History:

21. RESEARCH METHODOLOGY OF SONY VAIO 21
Company Background :
Sony is a leading manufacturer of audio, video, communications, and
information technology products for the consumer and professional markets.
Its motion picture, television, computer entertainment, music and online
businesses make Sony one of the most comprehensive entertainment and
technology companies in the world. VAIO is a leading PC brand among
many of Sony‟s family of innovative products. MEC is one of the worlds
leading media agency networks. VAIO, an acronym for Video Audio
Integrated Operation, is a sub-brand for many of Sony’s computer products.
The branding was created to distinguish items that encompassed the use of
consumer audio and video, as well as being conventional computing products. One
example of this was the Sony VAIO W Series personal computer, which
functioned as a regular PC and a miniature entertainment center. Although
Sony made computers in the 1980s for the Japanese market only, Sony
withdrew from the computer business around the turn of the decade. Sony's
re-entry to the computer market, this time globally, under the new VAIO
brand, started in 1996 with the PCV series of desktops. The VAIO logo
also represents the integration of analog and digital technology. The 'VA'
represents an analog wave and the 'IO' represents digital binary code. Sony
is expanding the use of the VAIO label. It can now be found on notebooks,
subnotebooks, desktop, and a hard-disk-based audio player that comes in both
20GB and 40GB variations (called VAIO POCKET player). Network media
solutions by Sony will also carry the VAIO brand.The Sony VAIO is a
sub-brand for Sony‟s computer products. Its name is an acronym for Video
Audio Integrated Operation, but since 2008 it has been amended to Visual
Audio Intelligence Organizer to celebrate the brand‟s 10th year anniversary.
The idea was developed by Timothy Hanley, as a way of distinguishing
items that use audio and video as well as been functional PC‟s, such as
the Sony VAIO W Series personal computer, which functioned as a regular
computer and a miniature entertainment center.
Although Sony made computers in the 1980's exclusively for the local
(Japan) market, the company withdrew from the computer business around

22. RESEARCH METHODOLOGY OF SONY VAIO 22
the turn of the decade. Sony's re-entry to the global computer market
under the new VAIO brand, began in 1996 with the PCV series of
desktops. The VAIO logo also represents the integration of analog and
digital technology with the 'VA' representing an analog wave and the 'IO'
representing a digital binary code. High-end VAIO notebooks are usually
shipped with Microsoft Windows Vista Home Premium or Business, while low
end laptops such as N series come with Microsoft Vista Home Basic. As of
October 2005, VAIO notebooks and desktop are available upon request without
pre-installed software at a slightly lower price. Most recently, some models no
longer ship with a Recovery CD, but a special partition on the hard drive is used
for the recovery information, including operating system and all bundled software.
VAIO users are prompted to create a set of recovery CDs or DVDs immediately
after purchase.
VAIO computers come with components from companies such as Intel processors,
Seagate Technology or Fujitsu hard drives, Infineon RAM, Sony (usually made by
Hitachi) or Matsushitaoptical drives, Intel or NVIDIA graphics.
2.3 Corporate Governance :

23. RESEARCH METHODOLOGY OF SONY VAIO 23
Sony is committed to strong corporate governance. As a part of this effort,
Sony has adopted “Company with Committees” corporate governance
system.
Governance Structure:
Sony Corporation‟s statutory entities are comprised of the Board of
Directors, which is appointed by resolution at the shareholders‟ meeting;
three committees (the Nominating Committee, Audit Committee and
Compensation Committee), consisting of directors named by the Board of
Directors; and the Corporate Executive Officers, who are appointed by
resolution of the Board of Directors. In addition to these statutory entities,
Sony has Corporate Executives who carry out business operations within
designated areas.
Corporate Governance Structure:
2.4 SWOT ANALYSIS:

24. RESEARCH METHODOLOGY OF SONY VAIO 24
STRENTH:
One of Sony‟s greatest strengths is their ability to produce innovative,
quality products. Sony‟s web page states “Sony innovations have become
part of mainstream culture. Another strength of Sony is their ability to be
successful in several different markets. They have made an impact in the
video game market, the PC market, and especially the television market
and there are still numerous others Sony vaio brand in many color and
many and many price in availebal
WEAKNESS:
sony vaio bass is very weak, on the speakers and on the external output
Sony Vaio, comes up with green light on power switch, shows no indicator
that power supply is connected, will not boot, green light will not go off.
Machine has started up OK at some points in the past but after about 5
minutes, FAN goes mad, screen goes white and then the machine shuts
down At this point in time, green light is on all the time and machine is
dead-on play around with it.
OPPORTUNITIES:
Sony seeks a lot of opportunities that utilize their strengths of innovation.
At Sony vaio, design is about more than just a good looking product: it is
integrated into every step of the process – intelligent features, user-friendly
applications, innovative materials and, of course, attractive visual
appearance. Design is the essential differentiator when comparing mobile
communications products.
THREATS:
A common threat facing any company in sales is competition. Sony‟s Vaio
is its newest innovation in notebook computers. The various models range
in price from 27 thousand to 1.50 thousand . However, Dell has a great
reputation when it comes to laptops similar to the Vaio and has a broader
range of notebooks to choose from, not to mention that Dell has also been
a top seller when it comes to desktop computers. Additionally, the cost of
a Dell notebook computer seems to have a lower price tag than many of
Sony‟s Vaio models.

25. RESEARCH METHODOLOGY OF SONY VAIO 25
2.5 Major Competitors:
The major competitors for Sony Vaio in this region are HP/Compaq, Acer,
Lenovo and the major share is taken by HP/Compaq laptops as they are
having the brand name as well as competing products which match the
international standards and are of good quality. In Sony the starting prices
are from forty thousand and plus where as HP/Compaq has thirty plus
thousand price tags. If a person buying laptop with price in his mind then
there is no chance of him going for Sony as it is not affordable, in case
he is ready to bear the price for the price of forty thousand plus when he
is able to get better configuration than what he gets in Sony then also he
will think twice while buying. Sony products are known for the quality
there is no doubt about it but the price tags make them unhappy. People
who are affordable and they are brand conscious only go for Sony. In
some cases the user was given a Sony laptop by his organization. The
looks are most preferred of the Sony products.
Acer and Lenovo are also having the higher end models where in they tap
the segment which is price conscious and wants higher configuration. Here
these companies produce at a low cost and do not charge premium prices
on there products as they want to compete in the market and increase their
market share and with small margin they want to increase their profit.
SONY VAIO COMPETITORE:
Sony vaio many competitor like :-
ACER LAPTOP
DELL LAPTOP
APPLE LAPTOP
HP LAPTOP
LENEVO LAPTOP
It all pcs company creat laptop and givan the many featur of laptop. and
many series many tyep so these company will competitor of laptop market
in creat comptiton.

26. RESEARCH METHODOLOGY OF SONY VAIO 26
2.6 KEYS TO SUCCESS:
SONY VAIO Sony has a variety of laptops to offer to its customers.
These come with different features, quality, designs, models & sizes. The
laptops sold by Sony comes with brand name of Sony VAIO.
SONY VAIO promote to advertising on “KARINA KAPOOR” and
lunchin to many type laptop like :-
EC SERES
X SERES
P SERES
W SERES
TX SERES
Z SERS
The Z series has recently replaced the SZ series and does not require a
restart of the system to change graphic modes on Windows Vista, which
can be done "on the fly". This feature has subsequently been used by
other manufacturers, including Apple, Asus and Alienware.
PRICING:
SONY PRICE Pricing decisions are always made in consultation with the
marketing management. Price is the only marketing mix that can be altered
quickly. Price variables such as dealer price, retail price, discounts,
allowances, etc influence the development of marketing strategy, as price is
a major factor that influences the assessment of value obtained by
customers. For Sony series of VAIO laptops, Sony has tried to categorize
them according to style, user, purpose, mobility& performance: VAIO SR ,
boast on the excellence in mobility & perfection in performance. It is
designed for businessmen & its price is around Rs75,000/- VAIO FW ,
boast of theatrical experience & world class performance. This model was
designed mainly for home/ casual user of laptops who aims on media
playback. The price of this is around Rs 80,000 & Rs 1,20,000
PROMOTION:
Its a marketing discipline that utilizes a variety of incentive techniques to
structure sales-related programs targeted to customers, trade and sales levels

27. RESEARCH METHODOLOGY OF SONY VAIO 27
that generate a specific , measurable action or response for a product or
service. For ex: free samples, discount, rebates, coupons, contests,
premiums, scratch cards, exchange offers, etc. Sony has promoted its
products through different sales promotion strategies. For example after the
release of Sony VAIO CR laptops, Sony promoted them by saying that all
Sony VAIO CR laptops purchased during July 2008 & registered within 2
weeks of purchase qualify for a Bonus carry case as long as the customer
claims is one of the first 35,000 received & validated by Sony
CHANNEL OF DISTRIBUTION:
SONY Depending on the nature of the product,
marketing management decides to put into place an intensive network of
distribution, while selecting the appropriate dealers or wholesalers. Sony
being the company which positions itself as a seller of durable & high-end
products, it is practicing selective distribution of its products from the
selective dealers i.e. SONY WORLD.
Sony India has its footprint across all major town & cities with a
distribution network of over 7000 channel partners, 260 Sony outlets & 21
direct branch locations. In India, Sony has used the method of one level
distribution channel. MANUFACTURER RETAILER CUSTOMER.
SERVICES:
In today‟s increasingly competitive and customer-driven marketplace, there
is strong pressure on companies to adapt their customer service standards
and operations to changing customer demands and characteristics. Challenges
include the need to balance service with costs, optimizing the use of the
social web and customer-to-customer support channels, and achieving the
right level of customer self-service. It is also important to achieve the right
balance of in sourcing versus outsourcing.
At the same time, organizations must keep an eye on the future,
understanding how the digital world influences customer service today and
tomorrow. In April 2011, Capgemini Consulting brought together customer
service directors from leading global organizations, plus industry experts, to
take forward this debate. The insights and ideas developed during this
event were summarized in an eBook Capgemini Consulting works with you
to improve customer service systematically by helping you increase
satisfaction and advocacy while managing operational costs

28. RESEARCH METHODOLOGY OF SONY VAIO 28
Purpose of Buying
47%
3% 18%
32%
Use it for MS Office
applications
Programming & Designing
Watching movie & playing
games
All the above
CHAPTER 3
3.1ANANLYSIS OF QUESTIONNAIRE:
1. What is your purpose of buying a laptop?
Sl.
NO Options
No of
Respondents Percentage
1
Use it for MS Office
applications 19 47.5
2 Programming & Designing 1 2.5
3
Watching movie & playing
games 7 17.5
4 All the above 13 32.5
Inference
Among the respondents 47.5 % of them would use laptops for office
application purpose, 2.5 % would use the laptop for Programming &
Designing, 32.5 % said they use it for all the applications.

29. RESEARCH METHODOLOGY OF SONY VAIO 29
2.In what price band you are planning to buy a laptop?
Inference
Among the respondents 52.5 % of people said they would buy the laptop
which is priced between 35000 to 45000. 17.5 % of the people said they would
own a laptop which is priced between 45000 to 55000. 17.5 % of the people
would buy in the range of 25000 to 35000, only 17.5 % of the people said they
would buy in the price range of more than 55000.
0
10
20
30
40
50
60
25000 to <
35000
> 35000 to <
45000
> 45000 to <
55000
> 55000
What price band you are planning to buy a laptop
Percentage
Sl.
NO Options
No of
Respondents Percentage
1 25000 to < 35000 7 17.5
2 > 35000 to < 45000 21 52.5
3 > 45000 to < 55000 7 17.5
4 > 55000 5 12.5

30. RESEARCH METHODOLOGY OF SONY VAIO 30
3. What are the important parameters that you look in for, while buying a laptop?
Inference
Among the respondents 27.5 % of the people said price of the laptop is the
most important factor for them, but 25 % of the people said quality is the priority
for them. 15% of the People give importance to features and 10 % to the brand
name 7.5 % weight-age is given to the looks of the laptop.
Parameters to buy the Laptop
27%
24%
8%
10%
15%8%
3%
5%
Cost
Quality
Service
Brand Name
Features
Looks
Battery backup
Weight
Sl. NO Options No of Respondents Percentage
1 Cost 11 27.5
2 Quality 10 25
3 Service 3 7.5
4 Brand Name 4 10
5 Features 6 15
6 Looks 3 7.5
7 Battery backup 1 2.5
8 Weight 2 5

31. RESEARCH METHODOLOGY OF SONY VAIO 31
4. You are planning to buy which brand?
Inference
Among the respondents 22.5% prefer to go for Compaq/HP, second preferred
laptop was Sony with 35 %, Acer in third position with 15% and Dell was at
fourth position with 12.5 %.
5. What is the price of your laptop?
Sl. NO Options No of Respondents Percentage
1 25000 to ≤35000 21 26.25
2 > 35000 to ≤ 45000 16 20
3 > 45000 to ≤ 55000 29 36.25
4 > 55000 14 17.5
Inference
Among the 80 respondents 36.25 % of people own the laptop which is priced
between 45000 to 55000. 20 % of the people own a laptop which is priced
between 35000 to 45000. 26.25 % of the people bought in the range of 25000 to
35000, only 17.5 % of the people bought in the range of more than 55000.
Sl.
NO Options No of Respondents Percentage
1 Compaq/HP 14 22.5
2 Lenovo 4 10
3 Dell 5 12.5
4 Sony 9 35
5 Acer 6 15
6 HCL 2 5
7 LG 0 0

32. RESEARCH METHODOLOGY OF SONY VAIO 32
Reason for not purchasing Sony Laptop
Features
Prices
Availability
Awareness
s
6. Why you did purchase Sony laptop? ( Sony laptop users)
Sl. NO Options No of Respondents Percentage
1 Price 25 5
2 Features 2 62.5
3 Availability 2 5
4 Awareness 11 27.5
Inference
Among the respondents 62.5 percent of them said they did buy Sony laptop
because of the Features factor. 27.5 % of them said they were aware of Sony
laptops, 5 % of them said they were not satisfied with price and 5 % of them said
laptop was not available with retailer while purchasing.

33. RESEARCH METHODOLOGY OF SONY VAIO 33
Influencing Factor
29%
25% 11%
34%
1%
Advertisements
Friends
Family
Retailer
None
7. What was the major factor that influenced your buying decision?
Inference
Among the respondents 33.75 % of the respondent‟s decision was based on
the influence by the retailer, 28.75 % were influenced by the advertisement, 25 %
were influenced by their friend‟s opinion, and 11.25 % were influenced by their
family decision.
Sl. NO Options No of Respondents Percentage
1 Advertisements 23 28.75
2 Friends 20 25.00
3 Family 9 11.25
4 Retailer 27 33.75
5 None 1 1.25

34. RESEARCH METHODOLOGY OF SONY VAIO 34
8. Rate your laptop based on the following parameters based on your level of
satisfaction!
Sl.No Parameters
Highly
Dissatisfied DissatisfiedNeutralSatisfied
Highly
Satisfied
1 Quality 0.00 7.50 8.75 47.50 36.25
2 Durability 1.25 3.75 21.25 53.75 20.00
3 Battery Backup 3.75 15.00 26.25 48.75 6.25
4 Features 2.50 20.00 15.00 45.00 17.50
5 Brand 3.75 5.00 16.25 33.75 41.25
6 Price 16.25 10.00 21.25 40.00 12.50
7 looks 1.25 7.50 20.00 41.25 30.00
8 Service Support 6.25 10.00 33.75 38.75 11.25
Inference
Among the respondents 36.25 % of them are highly satisfied with the
quality, 40% of them are satisfied with the price, only 20% of them said they are
not satisfied with features available, 16.25% of them said they were highly
dissatisfied either the price paid to the laptop, the service support was 38.5 %
satisfactory to the respondents, 48.25 % were satisfied with the battery backup.
Level of Satisfaction
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Quality Durability Battery
Backup
Features Brand Price looks Service
Support
Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied

35. RESEARCH METHODOLOGY OF SONY VAIO 35
3.2 INTERPRETATION OF RESULTS:
 62% of the end-users say they buy Sony Vaio for the reason it is highly
feature.
 90 % of the people are aware Sony Vaio laptops
 5 % said there was no availability of Sony Vaio laptops with retailers at
the time of purchase
 26 % of the users bought the non Sony Vaio laptops because of price
factor
 21% preferred quality as important factor for buying laptop
 36% bought the laptop in the range of Rs 35000 to 45000 price tag
 33% is the retailers influence on the end user while buying the laptop
 28% said they bought the laptop because of the advertisement
 36.25 % use laptop for office application and 26% use it for office as well
as other applications
 Among the respondents 36.25 % of them are highly satisfied with the
quality, 40% of them are satisfied with the price, only 20% of them said
they are not satisfied with features available, 16.25% of them said they
were highly dissatisfied either the price paid to the laptop
Customer Feedback:
Sony makes active use of customer feedback to improve its products.
Complaints, suggestions, ideas and reports of malfunctions received from
customers at the Customer Information Center after purchase are promptly and
accurately evaluated and disseminated to the planning and design groups so that
improvements in product quality can be made in a timely fashion.

36. RESEARCH METHODOLOGY OF SONY VAIO 36
Consumer Buying Behavior Of Laptop:
Reference groups can have potent influence on behavior in general, and
they may also be very influential on consumer behavior, considering the
„Consumer Goods Segment‟. Family and 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 the people 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 sufficient difference between his / her concept
of ideal situation. The action occurs only when the consumer 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 and largely unconscious review of memory for stored information
and of an experience regarding the problem. This information in the form
of beliefs and attitude influence the consumer‟s preference towards band. If
an internal search does not provide sufficient information about products, or
how to evaluate them, the consumer continues with a more involved
external search for information. Any information stimulineous are then
subjected to information processing activities. This process involves
allocating attention to available stimuli, deriving meaning from these
stimuli. The alternating evaluation phase involves comparing the information
gained in the search process for alternative product and brands to the
product judging criteria on standards the consumer has developed. When
such a comparison leads to favorable evaluations, the consumer is likely to
develop a purchase intention towards that alternative that received the most
favorable 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‟s purchase then leads to various
outcomes. One such outcome is satisfaction as a result of direct experience
in using the brands. Satisfaction will affect the consumer‟s belief about the
brand. Other outcome is dissatisfaction and post sale doubt. Many ad
agencies conducted an in-depth study of consumer buying behavior and
found that they all crave for peer acceptance and parental non-influence.
Beyond this they are an enigma.

37. RESEARCH METHODOLOGY OF SONY VAIO 37
Stages in Consumer Decision Making Process for Laptop:
An individual who purchases products and services from the market for
his/her own personal consumption is called as consumer. To understand the
complete process of consumer decision making, let us first go through the
following example: Tim went to a nearby retail store to buy a laptop for
himself. The store manager showed him all the latest models and after few
rounds of negotiations, Tim immediately select done for himself. In the
above example Tim is the consumer and the laptop is the product which
Tim wanted to purchase for his end-use. Why do you think Tim went to
the nearby store to purchase a new laptop? The answer is very simple. Tim
needed a laptop. In other words it was actually Tim‟s need to buy a laptop
which took him to the store. The Need to buy a laptop can be due to any
of the following reasons.
His old laptop was giving him problems.
He wanted a new laptop to check his personal mails at home.
He wanted to gift a new laptop to his wife.
He needed a new laptop to start his own business.The store manager
showed Tim all the samples available with him and explained him the
features and specifications of each model. This is called information. Tim
before buying the laptop checked few other options as well. The
information can come from various other sources such as newspaper,
websites, magazines, advertisements, billboards etc.This explains the
consumer buying decision process.Several stages before purchasing a
product or service:
NEED
↓
INFORMATION GATHERING/SEARCH
↓
EVALUATION OF ALTERNATIVES
↓
PURCHASE OF PRODUCT/SERVICE
↓
POST PURCHASE EVALUATION

38. RESEARCH METHODOLOGY OF SONY VAIO 38
Need:
Need is the most important factor which leads to buying of products and
services. Need infact is the catalyst which triggers the buying decision of
individuals. An individual who buys cold drink or a bottle of mineral water
identifies his/her need as thirst. However in such cases steps such as
information search and evaluation of alternatives are generally missing.
These two steps are important when an individual purchases expensive
products/services such as laptop, cars, mobile phones and so on.
Information search:
When an individual recognizes his need for a particular product/service he
tries to gathers much information as he cancan individual can acquire
information through any of the following sources:
Personal Sources - He might discuss his need with his friends, family
members, co-workers and other acquaintances:
Commercial sources:
Advertisements, sales people (in Tim‟s case it was the store
manager), Packaging of a particular product in many cases prompt
individuals to buy the same, Displays (Props, Mannequins etc)
Public sources: Newspaper, Radio, Magazine
Experiential sources:
Individual‟s own experience, prior handling of a particular product (Tim
would definitely purchase a Dell laptop again if he had already use done).
Evaluation of alternatives:
The next step is to evaluate the various alternatives available in the
market. An individual after gathering relevant information tries to choose
the best option available as per his need, taste and pocket.
Purchase of product:
After going through all the above stages, customer finally purchases the
product. Post purchase evaluation The purchase of the product is followed
by post purchase evaluation. Post purchase evaluation refers to a
customer‟s analysis whether the product was useful to him or not, whether
the product fulfilled his need or not?

39. RESEARCH METHODOLOGY OF SONY VAIO 39
CHAPTER 4
4.1 CONCLUSION:
 Through this project come to know about the performance of Sony and
their competitors like HP/Compaq, Acer, Lenovo, and other in the laptop
market.
 Sony will be able to estimate the market share of their products through
Promotion and Margin parameters.
 Customer is taking decision of buying a laptop, when customer is
purchasing the laptop retailer plays a significant role.
 Service support is satisfactory of Sony Vaio to customer and retailers.
 The suggestions and opinions are collected from customers in this report
which is a valuable.
 The information is also collected from the potential customers who are
willing to buy the laptop and their preference is mentioned which is a vital
information to the company
After the whole project I can conclude my work as per the following points.
 As a student I came to know the market condition in the IT field. Sony
will be benefited with the information collected by me on the Sony Vaio
Laptops from the retail partners and further use it as per their requirement.
 I came to know about laptops, cost, usage, types and various other things
of consumer requirement in laptop.
 Through this project I able to know Buying Pattern of Consumers towards
laptops.

40. RESEARCH METHODOLOGY OF SONY VAIO 40
4.2 LIMITATIONS OF THE REPORT:
 The period for the research was not enough to conduct the study in depth.
 The sample size was limited .i.e. 40 computer peripheral detailers and 120
end users and potential customers.
 Analysis of the data generated from questionnaire is done on the
assumption that the respondents have divulged correct information, which
may not be so with all respondents.
 Some people left few questions unanswered.
 I made an extra effort in conducting the research but might have lacked
somewhere because of lack of expertise in conducting such survey based
research.

41. RESEARCH METHODOLOGY OF SONY VAIO 41
4.3 SUGGESTIONS & RECOMMENDATIONS:
Customer Suggestions:
 I have asked some of the customers to give suggestion to make it better
place for buying Sony Vaio laptop. Some of the valuable suggestions are
as follows:-
 62% of the end-users say they did buy Sony Vaio for the reason it is
highly features. Among the respondents 36.25 % of them are highly
satisfied with the quality, 40% of them are satisfied with the price, and
only 20% of them said they are not satisfied with features available,
16.25% of them said they were highly dissatisfied either the price paid to
the laptop.
 Among the respondents highest preference was given to increase
advertisement and promotions of Sony Vaio Laptops.
 Among the respondents second preferred was increasing the margin to
retailers and third was reducing the cost of the Sony Vaio laptop.
 Sony Vaio laptop is readily available with retailers, when customer asks
for Sony the retailers say they will get it within an hour.
 Retailers do offer Sony laptops along with other laptops as many end-
users were not aware.

42. RESEARCH METHODOLOGY OF SONY VAIO 42
RECOMMENDATIONS:
 A „Retailers Meet‟ must be conducted in order to educate retailers about
what Sony has, to offer to them and make them feel proud for being
associated with Sony as channel partners.
 In “Retailers Meet” best channel partner for the quarter can be chosen
depending on the business volume with Sony and he can be suitably
rewarded by means of cash or kind
 Company representatives can maintain the database of the retailers along
with e-mail ids. Latest offers and schemes on the products can be sent to
retailers through e-mails to increase the awareness about Sony Vaio
Laptops.
 Sony should circulate these brochures of Sony laptops among retailers on
a regular basis. It can also provide posters to retailers to stick them at the
most appropriate places in their shops such that these posters grab the
attention of the customer.
 In order to increase awareness among end users Sony can go in for road
shows, advertisement through newspaper, magazines and hoardings near
offices, universities and industrial estates. (Ex: Any interesting article in
local newspapers can be tagged at the bottom as „Sponsored by Sony
Vaio‟)
 Retailers must be persuaded to keep at least one Sony model at their end
for display
 Sony should increase its advertising frequency in order to create
awareness about its products in the minds of the end-users.

43. RESEARCH METHODOLOGY OF SONY VAIO 43
ANNXURES
Consumer Buying Behaviour at Organized Retail Outlets
Buying Behaviour/Need Analysis & Generation of Prospective Customer List
for SONY Vaio:
4.4 “QUESTIONAIRE”
We would be thankful if you share some of your valuable opinion regarding the
following questionnaire.
I assure you that the information provided by you will be kept confidential and
will be used for academic purpose only.
Please put a tick (√) in appropriate brackets.
PART - I
1. Name:……………………….
2. Age (in years)
Below 20 ( ) 20 – 30 ( )
3 0 - 40 ( ) 40 - 50 ( )
50 Years & above ( )
3. Gender
Male ( ) Female ( )
4. Educational Profile
Up to School level ( ) Up to H.S ( )
Graduates ( ) Post Graduate ( )
5. Family Size
Less than 4 member ( ) 4 to 6 member ( )
More Then 6 member ( )

44. RESEARCH METHODOLOGY OF SONY VAIO 44
6. Monthly Income (in Rupees)
Below 10,000 ( ) 15,001 – 25,000 ( )
10,001 – 15,000 ( ) Above 25,000 ( )
7. Did you know about SONY Products?
Bravia ( ) Handycam ( )
Cyber-Shot ( ) Playstation ( )
Vaio ( ) Walkman ( )
X-plod ( ) Sony Ericsson ( )
8. 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 ( )
9. From where you like to buy the SONY Product and Why?
Sony World ( ) Sony Exclusive ( )
Multi-Brand counter ( ) {Name}
(1)………………………...
(2)………………………...
(3)…………………………
Why?
…………………………………………………………………………………
……….
…………………………………………………………………………………
………..

45. RESEARCH METHODOLOGY OF SONY VAIO 45
10. Rank the factor that are 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)
…………..…………………......................
11. When you prefer to buy Sony Vaio Laptop?
Sales offer ( ) Discount offer ( )
Any other (Please specify) …………………………………………….
12. View about Sony Vaio Laptop?
……………………………………………………………………………

46. RESEARCH METHODOLOGY OF SONY VAIO 46
PART - II
SONY VAIO
1. Are you aware of Vaio Models?
T series ( ) E series ( )
Z series ( ) F series ( )
S series ( )
2. Which model or home theatre series you have purchased or interested
to buy and Why? Vaio models (Starting Onwards*)
T series ( ) E series ( )
[MRP Rs. 38,210 /-*] [MRP Rs. 46,299 /-*]
Z series ( ) F series ( )
[MRP Rs 1,67,000 /-*] [MRP Rs. 37,990 /-*]
S series ( )
[MRP Rs. 65,160 /-*]
Why?
…………………………………………………………………..........
3. Which features you like in Vaio?
Features ( ) Picture Quality ( )
Colours [x.v.colour] ( ) Audio ( )
Service ( ) Any other ……………………...
(Please Specify)
Why?
…………………………………………………………………..........
4. View about SONY Vaio Laptop?
…………………………………………………………………..........
Thanking you for yours Co-operation
Signature __________________
Date-
__________________________________________________________________
Thanking you

47. RESEARCH METHODOLOGY OF SONY VAIO 47
4.5 PROJECT REPORT
The report must contain proper structure and outline. The structure indicates the
various parts of the research report.
The following are the various parts of the research report:-
I. TITLE OF THE PROJECT:
The research report must clearly state the title of the project
“SONY VAIO”
The title page include:
Research report by research guide
Research project submitted by Jeenal Rathod
II. LETTER OF AUTHORIZATION:
This indicate the official that has authorized the work.
As it is for the academic for internal marks thus it is submitted to the
project guide.
III. INTRODUCTION:
The introduction part gives the genesis of the report. It indicates:
To study the various aspects of the research.
To study the problem faced by company.
IV. METHODOLOGY:
The data is collected from both the sources. Primary sources data is
collected from questionnaire. Secondary sources data is collected from
internet, journal, newspaper, etc
V. FINDING:
The research is conducted through survey. The table and pie diagram is
given related to the finding.

48. RESEARCH METHODOLOGY OF SONY VAIO 48
VI. LIMITATION:
The followings are the limitation that faced during research:
I have used simple statistical method.
Used simple measures.
VII. CONCLUSION:
It was concluded that research is conducted on SONY VAIO. Survey is
conducted and it is analysis and interpretated in pie diagram.
VIII. APPENDIX:
The research appendix consists of:
Questionnaire
IX. BIBLIOGRAPHY:
The bibliography are arranged in alphabetical order. It consists of the
name of the website, Pamphlets, Broachers of Company, journal and Text
Book.
X. TABLE OF CONTENT:
As the research is conducted on small scale the content of the table is not
inserted on the project.

49. RESEARCH METHODOLOGY OF SONY VAIO 49
4.6 BIBLIOGRAPHY:
 Internet
 www.itvr.com
 www.wikipedia.com
 www.financialexpress.com
 www.businessline.com
 www.thehindu.com
 www.channeltimes.com
 www.wikipedia.org
 www.sony.com
 www.sony.co.in
 Various reference text books
 Marketing- Lamb, Hair, Mc Daniel
 Principles of marketing- Kotler
 Sales Management, Richard Still Edward Cundiff Norman Govoni
 Company Brochure
 Pamphlets, Advertisements, Profile
 Information from company personnel
 Mr. S. Avinash (Sales manager-)