Sony Center (Exclusive Show Room) Swaroop Nagar, Kanpur Training Certificate Name of Student Institute Branch/year Start

date of training End date of Trainin g Project Title Manish Kumar International Institute of management & Entrepreneu rship MBA-marketing/2010-2012 September20th, 2011 October31th, 2011 Buying behav ior /need Analysis &Generation of Prospective customer List for Sony Product Neeraj Kadia Dealer (Sony Center, Kanpur) Date:-31/10/2011 Date: 2

Acknowledgement I would like to thank Ikya Human capital solution Pvt. Ltd. for giving me this opp ortunity. I would like to thank MR. V.K. Shukla (Mentor of IIME) for taking inte rest ) in my project amidst his busy schedule. constant I extend my heartful tha nks to for the constant and valuable guidance by him though out my course. I express my deep gratitude towards Mr.Vive Chhugani (Area Sales Manager) Kanpur , Mr.Vivek Area Manager), for giving me permission to do the project in their or ganization and their valuable guidance at the company during th execution my pro ject work at Sony Exclusive, the Kanpur. I would like to take the pleasure of this opportunity to express my heartful gra titude to my guide Mandakini Maam (Faculty Member, IIME) who took personal intere st and Faculty gave valuable suggestion through out my field work and completion of the project. I thanks all my faculty member of MBA department tor their valuable suggestion t hroughout my course. The importance of the moral support and good wishes of my parents and friends is external and I am very much indebted to them. Finally, I thank all my friends who directly or indirectly helped me a lot durin g my project MANISH KUMAR International Institute of Management and Entrepreneurship 3

Declaration I Manish Kumar here by declare that project Entitled A Project ntitled report on Consumer buying behavior of Sony Product in Kanpur is the outcome of my research work. No part of this research has been submitted earlier to any institution or University for the award of any other Degree/Diploma. The sources of material, d ata used in this study have been acknowledged. Date: - 31/10/2011 Place: -Kanpur (Researcher) Manish Kumar 4

Executive Summary One of the most recognized brand names in the world today, Sony Corporation, Jap an, 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 becom ing the countrys foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled stan dards of unparalleled service, Sony India is recognized as a benchmark for new a ge technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. In India, So ny has its footprint across all major towns and cities footprint through a distr ibution network comprising of over 7000 channel partners, 215 Sony World and Son y Exclusive outlets and 21 direct branch locations. Manned by customer friendly and informed sales persons, Sonys exclusive stores Sony World exclusive are fast be coming the most visible face of the company in India. 5

Table of contents Detailed Study Introduction Objective of Study Limitation of Study Research Methodology Marketi ng Research Research Methodology Research Design &Sampling Data collection Compa ny Overview Background of Company Company Profile Product range Comparison of So ny & LG Comparison of Sony & Samsung SWOT Analysis 4 Marketing Strategies Market ing Strategies Competitors Milestone of Sony Product Position of Sony in electro nic Market Data Interpretations Conclusion Bibliography Questionnaire 28 30 33-4 0 42 44 45-47 S.No. 1 Page No. 9 10 2 12 14 15-20 22-24 3 49 51-56 57-59 61-62 5 6 7 8 9 63-78 79 81 83-87 6

Introduction 7

Introduction The essay intends to discuss why it is necessary to understand competitors and h ow understanding of competitors can help successful planning of marketing activi ties. The essay intends to determine the importance of strategic marketing plann ing and its need of understanding a companys rival. Through the essay a better un derstanding of strategic hrough marketing planning, and the need to know competi tors will be made. 8

Objective of Study The objective of the summer Training is to ensure that I as a summer management student develop in real life for handling the specific project and also to devel op all roundness in various management activities related to the area of my spec ialization. This training gives me a substantial corporate exposure and also sub stantial serves as useful tool of interaction with the corporate sector. The project has been derived from the field of Marketing and is entailed as Buyin g Behavior/Need Analysis & Generation of prospective Customer List for Sony Prod ucts in Kanpur, Uttar Products Pradesh The main idea behind this project is: To study the buying pattern of people towa rds consumer goods. To determine the major factors influencing the buying decisi on process of the target group. To set out some basic marketing implications for the marketing marketers to cater to different needs of the targets group. 9

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. LIMITATONS OF THE STUDY 1) Time constraint serves as the main limitation for the study. ) As the project study is vast nature and customer has less time to give answer. 2) Language bar rier is also a big limitation for customer as well as interviewer. 3) Study is a rea specific 10

Research Methodology 11

Marketing Research: Research:Marketing research is the function thats links the co nsumer, customer and public to the marketer through information, that informatio n use to identify & define marketing opportunities and problem, generate and eva luate marketing action and monitors marketing programme and improve understandin g marketing process -American Marketing Association American Importance Marketing Research: Research:To Make Marketing Decisions Survive the Competition Helps to Decide Target Markets Maximize Profits Increasing the Sales 12

Consumer behavior: Consumer behavior is the process whereby individuals decide Co nsumer whether what, when, where, how and from whom to purchase goods on service s. - Walter and Paul Importance of Consumer Behavior: Behavior:To design the optimal product or servi ce for customers. To determine where the product or Service should be available that would easy for the customers to buy. To determine what price will the custo mers give up purchasing product or service? To determine which method of Promoti on would be most effective for getting the customers to buy a product. It helps in changing the behavior of the consumers. anging To improve performance of the organization. To achieve the organizational objectives objectives. 13

Research Methodology: Methodology:It is the procedure use in making systematic ob servation and obtaining data, evidence on information as a part of research proc ess. Sample Size:Sample size is the number of observations used for calculating estim ates of a given population. For example, if we interviewed 30 random students at a given , high school to see if they liked a certain music artist, "30 students " would be our sample size. 14

Research design: :A research design is a systematic objective and scientific pla n developed for directing a research study. It constitutes the overview for data collection measurement and analysis of data. Need of research design Ensuring research progress in right direction Minimizing time and cost of resear ch Encouraging coordination and effective organization Minimizing bias and maxim izing the reliability of the data collected and analysed. Formal research design Completely randomized design: design:It involves only two principal: The principal of replication and randomization. When experimental ar eas homogenous for study, CR design is used in this condition. 15

Randomized block design design:It is an improvisation to CR design. Along with o ther two principal, local control can be applied in RB design. Latin Square design: design:For agriculture related researches, LS design is use d. The treatments in an LS design are also allocated among the plot that no trea tment occurs more than once in any row or column. Factorial design: design:When more factors are showing more than one effects, factorial design is used for suc h studies. 16

Type of Sampling 1. Pure research It is done only for sake of knowledge. Intenension is not to kn owledge. apply it in regular practice. Pure research is also called basic or fun damental research. New theory or refinements of an existing theory are developed with the help of pure research .It lays foundation for applied research. It hel ps in finding critical factors in a problem. 2. Applied Research When real life problem require some solution and decision decision making applied research is c arried on. Means applied research is problem oriented and action directed It bri ngs immediate and directed. practice research example marketing research carried on for identifying chase customer habits to purchase so. 17

3. Exploratory Research When researcher has no knowledge or little knowledge about unfamiliar problem .r esearcher makes the preliminary study. The objective of this research is to gene rate new ideas gathering new facts precise formulation of problem. At the first l evel is the discovery of significant variable in particular situation; at the se cond, the discovery of relationship between variable. -Kartz 4. Descriptive Research This research is simple in nature and in its application. It is more application . specific exploratory research. It focuses on problem under study and also aims at a classification of the range of elements comprising the subject matter of s tudy. It highlights method of data collection and interpretation. search 4. Diagnostic Research It aimed towards in depth approach to reach the basic casual relation of a probl em and possible solution for it. Problem formulation, defining the population co rrectly for study purposes, proper methods for collecting accurate information , correct measurement of variable , statistical and test of significance are essen tial in diagnostic research. 18

5. Experimental Research To have the understanding of the effects of particular variable in a process by keeping other variable constant or controlled experimental research is used. It developed the relationship among variable i.e. how they are related to each othe r. 6. Analytical Study Quantitative data is analysis with the help of mathematical models or statistica l technique applicable to numeric data. In other words Analytical study is also called as statistical method. 7. Historical research When finding have to be made with the help of old existing source like documenta l and other information sources to understand events an ides of the past ,histor ical research is very useful. 19

Sample design:A procedure or plan drawn up before any data is collected to is ob tain a sample from a given population. Also known as sampling plan, sample desig n. Non Probability Sampling Methods Convenience Sampling Sampling:Where the researcher questions anyone who is avail able. This method is quick and cheap. However we do not know how representative the sample is and how reliable the result. Quota Sampling: Using this method the sample audience is made up of potential pu rchasers of your product. 20

For example if you feel that your typical customers will be male between 18-23, female between 26 30, then some of the 23, 26-30, respondents you interview shou ld be made up of this group, i.e. a quota is given. The judgment sample sample: A judgment sample is obtained according to the discretion of obtained someone wh o is familiar with the relevant characteristics of the population. 21

Data Collection The project consisted of analysis of performance of the several consumer durable brands. In this particular project fundamental research was also carried out wh ich attempted to explore knowledge through methods like personal interaction wit h the customers. Data Collection Methods Primary data Secondary data PRIMARY DATA DATA:Primary data is data that has not been previously published, i .e. the data is derived from a new or original research study and collected at t he source, e.g., in marketing, it is information that is obtained directly from first hand sources by means of surveys, first-hand observation or experimentatio n The information provided by the customer & staff members. Through the personal i nteraction with the help of questionnaire. 22

Advantage primary data: It is the original type of data. It is possible to capture the changes occurring in the course of time. It is flexible to the advantage of researcher the same d ata can be utilized by researcher for multiple dimension scientifically Extensiv e research study is based on primary data Method of collecting primary data Interviewing Observation Experimental Mail survey Projective technique Simulatio n 23

SECONDARY DATA "Secondary data are those already in existence for some other purpose than the a nswering of the question in hand." - M.M. Blair Websites of consumer durable bran ds. Like Sony, Samsung, LG etc. Advantage of secondary data Secondary data is easily accessible and does not cost much to researcher dependi ng on its availability. Long historical period can be analyzed by researcher wit h less cost, which is an added advantage of using secondary data The secondary d ata use ensures that availabili of data for ary availability making scientific g eneralization from the studies. Environmental and culture setting are required f or the study. 24

Company Overview 25

Company Overview Company: Managing Director: Date of Establishment: Location: Sony India Pvt. Ltd. Mr. Masaru Tamagawa November 17, 1994 A-31, Mohan Cooperati ve Industrial Estate, Mathura Road, New Delhi 110044, India. 728 Rs. 550 million 100% subsidiary of Sony Corporation, Japan Delhi, Haryana, Mumbai, Bangalore, C hennai, Kolkata, Hyderabad, Vijayawada, a, Jaipur, Chandigarh, Lucknow, Pune, Ah madabad Indore, Ahmadabad, Cochin, Coimbatore, Ghaziabad, Guwahati, Mangalore an d Ranchi 26 Staff Strength: Share Capital: Share Holding: Branch Offices:

Business Activities: Marketing, Sales and After Sales Service of After-Sales electronic products & so ftware exports Products: Televisions, Hi fi Audios, Home Hi-fi Theater systems a nd DVD players, Personal Audio (CD/Cassette Radio Players and Walkman), Audio Vid eo Accessories, Car Audio and Visual Systems, Notebooks, Gaming Consoles, Camcor ders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile Phones, Recording Media and Energy Devices, Broadcast and Professional products. 27

Background of the company Sony Corporation is a Japanese electronics manufacturer, with headquarters in To kyo. Sony designs, manufactures, and sells electronic equipment. It is a leader in the development of consumer electronics goods, such as videocassette recorder s, cellular and cordless telephones, compact disc equipment, and television syst ems. Sony also manufactures computers and related devices (2003). Sony actively encourages innovation by its employees. Design engineers are given budgets and t ime for innovation and experimentation. The company holds an annual contest in w hich engineers show off their prototypes; bonuses are awarded to those whose pro totypes are selected for eventual manufacture and marketing. Sony continually ma kes and offers facture new products, most of which are tested in the Japanese ma rket. Sony has been particularly successful in the United States market; however , it is outsold in Japan and elsewhere by Matsushita, another Japanese electroni cs giant (2003). 28

Overview One of the most recognized brand names in the world today, Sony Corporation, Jap an, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 15 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the countrys foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standar ds of satisfaction service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. With brands nam es such as BRAVIA, BRAVIA Theatre, Cybershot Handy cam, VAIO, Walkman, Xplod, Memor y Stick PlayStation Sony has established it self as a value leader across its vario us product categories of Audio/Visual Entertainment products, Information and Co mmunications Recording Media, Business and Professional products. In India, Sony has its footprint across all major towns and cities through a distribution netwo rk comprising of over 5000 dealers 29

and distributors, 240 exclusive Sony outlets and 19 dire branch direct locations . Manned by customer friendly and informed sales persons, Sonys exclusive stores S ony Center are fast becoming the most visible face of the company in India. Sony India also has a strong service presence across the country with 20 company owne d and 190 authorized service centers and mpany 16 exclusive demonstration center s. A distinctive feature of Sonys service is its highly motivated and well traine d staff that well-trained provides the kind of attentive and sensitive service t hat is rare today. 30

Company Profile In a burnt-out department store in Tokyo in 1946, just after out World War II, M asaru Ibuka and Akio Morita , running a company then know as Tokyo Tsushin Kogyo (Tokyo Tele communications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kicked kicked-off their desire to produce products for everyday life. In 1958, the company name was changed to Sony Corporation and since then, Sony h as become one of the most recognized brand names in the history of the modern wo rld. From the outset, Ibuka and Morita strove to develop exciting products to fu lfill people dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Beta cam , Handy cam, the Compact Disc and the floppy disc .Sony has co ntinually made things .Sony better, smaller and more innovative than ever though t possible. Sony Corporation now spans a range of industries inc luding audio visual electro nics, information technology, broadcast, telecommunications, entertainment, sate llite broad lite casting and even insurance and finance. Throughout the world today, Sony stands for innovation, state of the art technol ogy and superior quality. Leading into its next fifty years, Sonys vision is to o ffer people exciting new products and new lifestyles and remains 31

committed to the challenge of creating and realizing these dreams Sony in India Sony is not new to India. Whether it was the television, or the walkman, a Sony always remained a must in the wish list of any Indian, returning home from abroa d This love for the brand culminated in a new relationship when inspired by a re form friendly Indian business environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on16th January 1995 COMPANY MISSION Sony India focused towards making a difference in the lifestyles in the Indian m arket and open up new vistas of entertainment in the country. Sony India remains committed towards offering new age technology and digital concepts while workin g hand in hand with the Indian industry to produce and sell excellence. ith Thei r consistent commitment towards service has brought the company quite closer to the Indian customer. 32

Product range of Sony 33

Product range of Sony BRAVIA LCD TV 46NX720 Series BRAVIA Full HD 3D TV Dynamic Edge LED Optic Contrast and CORNINGs Gorilla Glass Panel Wi-Fi Integrat ed Monolithic Design Full HD 3D features a buil built-in 3D Transmitter X-Realit y picture engine Reality Cyber shot Digital Camera Cyber-shot 16.2 Mega Pixel T Series 5x Optical Zoom Ultra Ultra-Slim Cyber-shot (Black) sho t 16.2MP Exmore R CMOS Sensor Ultra Sleek & Compact Body (Only 12.2mm thin) 5x Opti cal Zoom & 10x Clear Image Zoom Superior Auto for High Quality Images 7 Picture Effect Modes AVCHD Full HD movie recording 34

VAIO Notebooks Series VAIO E-Series 2430 Intel CoreTM i5-2430 Processor 2.40 GHz with Turbo Boost up to 3.00 GHz Genu ine Window 7Home Premium 64 64-bit 15.5 wide TFT color display (LED backlight) Sony Tablet AndroidTM 3.2 Easy to carry and easy to watch with 9.4 Trublack Touch Screen Dis play Swift and smooth touch experience with quick view and quick touch 35

 HDR-PJ50E Handy cam Camcorder Exmor R CMOS Sensor 29.8 mm wide angle Sony G Lens Built-in Projector 220GB HDD Op tical Steady Shot with Active Mode 7.1M still picture Walkman MP3 Players 16 GB capacity Superior sound quality Superior visual quality 36

 Blu-ray Disc Players ray Digital SLR / SLT Cameras 10fps continuous shooting with auto focus Quick AF Full HD Movies Recording 16.2 MP Exmor CMOS Sensor 37

PlayStation3 Console dimensions (approx.) (W/H/D) Console mass (approx.) CPU GPU Sound Memory Wireless Controller (Bluetooth) BD/DVD/CD Driver (Read Only) PlayStation2 Compat ibility 290 x 65 x 290 mm 3.2 kg Cell Broadband Engine RSX Dolby Digital Plus / D olby Digital 5.1ch / DTS 5.1ch / LPCM 7.1ch / AAC / etc 256MB XDR Main RAM / 256 MB GDDR3 VRAM YES BD 2x (BD (BD-ROM) / DVD 8x (DVD-ROM) / CD 24x ROM) (CD (CD-RO M) No 38

Home Theatre Systems Headphones Hi-Fi System 39

Voice Recorders Storage & Recording Media Business & Professional 40

Comparison of Sony and LG 41

Sony(BX320) Bravia Engine HD Ready Digital Noise Reduction 2 HDMI LG(LK311) 2011XD Engine HD Ready Noise Reduction 2 HDMI Sony(CX320) Bravia Engine HD Ready Digital Noise Reduction 2 HDMI FM Radio Light Sensor USB LG(LK332) 2011XD Engine HD Ready Noise Reduction 3 HDMI USB 42

COMPARISION OF SONY AND SAMSUNG 43

Sony(CX320) Bravia Engine HD Ready Digital Noise Reduction 2 HDMI FM Radio Light Sensor USB Samsung(D450) Dnle+ HD Ready Noise Reduction 1,2 HDMI 10w+10w JPEG Format Sony(NX520) Bravia Engine Full HD Digital Noise Reduction 2 HDMI FM Radio Light Sensor USB(Maximum Format) Samsung(D550) Hype-real Engine Full HD Noise Reduction 4 HDMI 10w+10w JPEG Forma t 44

SWOT Analysis of Sony 45

SWOT Analysis of Sony Product Strength Sony has build up a good brand image & customer loyalty by his service & quality . Same price in all over in India is also a great attraction for customer. Servi ce wise Sony is the best among all his competitors, shops ambience, environment and location is very convenient. To provide better service Sony conducts the Ser vice camp & Training and keep its employee update 46

Weaknesses High cost manufacturing base leading to lower margins . Legal proceedings likely to hamper corporate image. Opportunities Sony is leading brand in consumer durable market because of its better service a nd quality. It has a professionalism, good service attitude and knowledgeable st aff and employee. Because of keen foresightedness of future demand and customer perception, Sony can beat all the competitors. Threats Unfavorable foreign exchange rates likely to impact rates margins Impact of the global economic slowdown 47

Marketing Strategies 48

Marketing strategies Management of a firm needs strategy, to make sure that everything goes well in t he company, through the use of strategic management everything done in the compa ny is well organized and no detail is being left out. The company needs strategi c management to make sure that the company is doing well internally. The term st rategic management originates from the Greek language, where the word means the art of a general. The person who makes strategies is the strategist who is the l eader of an army (1991). Strategic management decisions have multifunctional and multi-business consequences, this kind of decision require broad business consi deration of the firms external and internal environments, and it may affect the firms chance of prosperity. It is important to know what strategy is about, what can it do help the company now prosper, what will happen if not used properly, what are the advantages and disadvantages of having a strategy. Strategy is a pl an that assimilates the companys major target; policies and rules; decisions and sequences of action into organized whole. It can apply at all levels of organiza tion and pertain to any of the functional areas of management (2000). Strategy i s plagued by a stigma of unsystematic reasoning (1988). 49

It is incomplete search for strategic alternatives, and bounded rationality (196 0) influenced this perception. Strategy is a combination of the companys objectiv es, policies and decisions to be done in unison or contingent upon each other. M arketing strategy thus refers to how a companys products or services its trade is presented to consumers in an effective manner as to gain loyal costumers. Strat egy can be used in different ways, one of which is through marketing. Using stra tegy in marketing makes it more convincing and effe effective. Strategy makes su re that nothing wrong happens in the marketing process in the company. Marketing strategy is a way to capture a niche in the consumer market. Businesses utilize it to gain following and exploit their maximum and/or optimal profit capabiliti es. Strategic marketing is the way company sells the product it has with less di fficulty and more readiness to face competitors. Strategic marketing makes sure that the company uses all of its resources to counter its competitors. Strategic marketing planning is a procedure wherein the strategies used to sell product i s carefully studied and analyzed so that the company can compete well and have a dvantage with rivals. 50

COMPETITORS All firms have strategic windows and some of these win windows open out on to ma rkets that are shared with other firms. Where windows share views over the same market, competition exists. It is important to understand how different firms vi ew the same market since their perceived and actual windows of opportunity will not all be the same. The nature of competition and the factors which influence i t are explored along with how firms identify competitors and how they use produc t positioning to obtain a competitive advantage. Attention is paid to how firms define their marketing strategies and analyze the competitive ir positions of ri vals ( 2000).Consideration is given to the various sources of information availa ble to firms that enable them to gauge competitors strengths and weaknesses. Succ ess in the market place depends not only on an ability to identify customer ends wants and needs but also upon an ability to be able to satisfy those wants and needs better than competitors are able to do. This implies that organizations ne ed to look for ways of achieving a differential advantage in the eyes of the cus tomer. The differential advantage is often achieved through the product or servi ce itself but sometimes it may be achieved through other elements of the marketi ng mix (2000). An important thing the company should be wary of is to understand competitors. G aining knowledge against competitors helps in creating measures to gain advantag e against 51

competitors. To know and have an in depth knowledge of the competitors the compa ny can use different kinds of strategy such as porters generic strategy. Determin ing and having added knowledge about the competitors help in planning marketing activities through distinguishing and forecasting what activities rivals may use and what strategy they might implement. Having what added knowledge creates a w ay for the company to prepare for anything competitors might do and it helps in planning marketing activities that focus on having contingency measures against competitors. Sony although already a well known and successful company still use s strategic marketing planning that keeps the company alive in its industry. Thi s strategic marketing planning keeps Sony alive against its competitors. Sony sh ould still know and acquire all information they can with regards their competit ors. The competitors activities, background and actions should be known by the co mpany so that in planning marketing activities they know which things will be do ne by the competitors, what kind of actions the competitors will do in competito rs certain situations, and what future things the competitors might do. Sony sho uld not be complacent with the things they know about the competitors. They shou ld strive to find out things about the competitors that cannot be visibly notice d. Th Through the use of certain strategies like porters generic strategy the com pany might be able to know more about competitors and through such information t hey can plan strategies to conquer this competitors. 52

COMPETITORS PROFILE Samsung The Korean company Samsung has grown to become one the worlds leading electronic electroniccompanies, specializing in digital appliances and med ia, semiconducto rs, memory and system integration. Today Samsungs innovative & top quality produc ts & processes are world recognize recognized. The digital age has brought revolutionary change and opportunity to global busin ess, and Samsung has responded with advanced technology, competitive products, a nd constant innovation. Samsung, see every challenge as an opportunity and belie ve that it is perfectly positioned as one of the worlds recognized leaders in t he digital technology industry .Its commitment to being the worlds best has won the No.1 global market share for 13 products, including semiconductors, TFT LCD s, monitors ducts, TFT-LCDs, and CDMA mobile phones. Looking forward, and making historic advances in research and development of its overall semiconductor line , including flash memory and non memory, non-memory, custom semi conductors, DRA M and SRAM, as well 53

as producing best-in-class LCDs, mobile phones, digital class appliances, and mo re. 54

LG The history of LG Electronics has always been surrounded by the companys desire to create a happier, better life. LG Electronics was established in 1958 and ha s since led the way into the advanced digital era thanks to the technological ex pertise acquired by manufacturing many home appliances such as radios and TVs. L G Electronics has unveiled many new products, applied new technologies in the fo rm of mobile devices and digital s TVs in the 21st century and continues to rein force its status as a global. . LCD TV Plasma TV Ultra Slim TV Flat TV 55

Home theatre Notebook PC Desktop PC Monitor Optical Storage Devices Projector MOBILE PHONE 56

Milestone of Sony 57

Milestone of Sony Product 195019551960197119821990200020012002200320032004Japans first magnetic tape recor der, the G G-type launched Japans first magnetic transistor radio, the TR55launched W orld first TransistorTVT8 301launched TransistorTVT8-301launched 3/4 inch umatic col or cassette player the VP VP1100 Worlds first CD player, the CDP 101 launched CDP-101 i definition Ready, 16:9wide aspect ratio, 36 Ready, television Sony playstation2 with 128 bit Emotion Engine 128-bit Info-stick Bluetooth module, developed stick Pcg -u1this was worlds smallest and lights pc u1this running Microsoft Windows XP Firs t Qualia product launched First Blue ray Disc product launched Blue-ray First-generat ion liquid crystal display generation 58

200520062006Launched BRAVIA series of wide screen LCD TVs feature live color creation HDR-UX1 world first HD cam recorder UX1 Play station 3 59

Position of Sony in Electronic Market 60

Share Market Position Sony in Electronic Goods Others, 9% Onida, 4% Penasonic, 7% Sony, 27% Videocon, 9% LG, 21% Samsung, 23% 61

USPS OF THREE MAJOR BRANDS Name of Company Location Wise Service Attitude Pricing Wise Professionalism Quality Wise Product availability Information Support Knowledge of a Staff Staff Availability SONY Good Excellent Best Excellent Excellent Best Best Best Good LG Good Average Poor Good Good Best Average Average Good Samsung Good Poor Good Average Excellent Best Poor Good Good 62

Data Interpretation 63

 Gender wise classification of respondents Gender Female 40% Male 60% 64

Size of Family Size of Family above 7 7% 5 to 7 18% Less3 20% 3 to 5 55% 65

 Classification of age wise a awareness ge of Technology Age wise awareness of Technology 51-60 16% 61& above 5% 21-30 30 37% 41-50 21% 31-40 21% 66

 Classification of respondents of Qualification % of respondants Qualification 10& Below 2% 10+2 8% Graduate 25% Post Graduate 65% 67

 Classification of respondents on the basis of occupation % of respondents on the basis of occupation Agriculture 10% Labour 6% Business 30% Private Job 26% Govt.Job 28% 68

 Classification of respondents on the basis of income level % of respondents on the basis of income 50,000& above 20% Below 15,000 7% 15,000-20,000 15,000 18% 30,000-50,000 25% 20,000-30,000 20,000 30% 69

Number of respondents actual user of product or not 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No 70

Number of respondents who use different of product of Sony % of different use of Sony Product Handicam 13% PS2/PS3 8% LCD/LED 21% Laptop 18% Home Theater 13% Dvd Player 8% Camera 19% 71

Mode of Payment Mode of Payment Mater Card 15% Credit 1% Cheque 5% Cash 79% 72

Classification of number of customer making satisfied % of making of customer Satisfied Quality Customer Service 5% 45% Brand 50% 73

Number of choice change due to increase quality % of respondentsChange choise due to Decrease price Yes 35% No 65% 74

Number of choice change due to reduction Price % of respondentsChange choise due to Decrease price Yes 35% No 65% 75

Classification according to influence sales person choice % of influence sales person choice No 26% Yes 74% 76

Classification number of respondents comparison with other brand % of customer who compared with other brand No 26% Yes 74% 77

Classification of compared with other brand Compression Onida 10% Videocon 10% Other 3% LG 30% Panasonic 22% Samsung 25% 78

CONCLUSION 79

CONCLUSION According to research of 30 days in Sony India ltd, it reveals that Sony is real as well as a great leader in electronic and consumer durable. Sony is masters i n Bravia LCD TV; Cyber shot camera, and vaio notebooks. Sony has credibility in these products. Sony as a brand is so popular in rich class people; they think i t is nothing but a status symbol. Sony is facing tough competition with Samsung & LG because of reasonable price &quality. But when considered service attitude, one pricing policy, promotion policy, quality of a product, professional appear ance & knowledge of staff regarding product feature sand function, Sony is far a head from Samsung & LG. Sony plays a vital role in consumer durable market. 80

Bibliography 81

Bibliography The information provided by the customer. Through the personal interaction with the help of questionnaire. Websites of consumer durable brands. Like Sony, Samsu ng, LG etc. www.google.com www.scrib.com www.sony.co.in www.samsung.com www.wikipedia.com/so ny 82

QUESTIONNAIRE 83

Name:. . Profession Age: Contact No: No:.. Address:. . Zip Code. : Q1: Who purchase Sony Product? a) Male b) Female Q2: How many members in Family? : a) 3 b) 3to5 c) 5to7 d) Above 7 : Q3: Technical Awareness. a) Yes b) No 84

Q4: Income of customer/month : a) <15,000 b) 15,000-20,000 c) 20,000-30,000 d) 30,0 00 e) >50,000 : Q5: Are you actual user of Sony Product? a) Yes b) No : Q6: which Sony Product first time you use? a) LCD/LED b) Home Theater c) Camer a d) Handicam e) Laptop f) DVD Player g) PSP/PS2/PS3 85

Q7: Mode of payment : a) Cash b) Cheque c) Credit d) Master card Q8: What is making customer satisfied of Sony Product? a) Quality b) Customer Se rvice c) Brand Q9: Influence sales person or not? a) Yes b) No Q10: Are you compared Sony Brand with other Brand? : a) Yes b) No 86

Q11: You are compared Sony Brand : with.. a) LG b) Samsung c) Panasonic d) Onida e) con f) Other 87