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SYNOPSIS A STUDY ON BRAND AWERNESS AND CUSTOMER PREFERENCE IN TELEVISION WITH SPECIAL REFERENCE TO VIDEOCON.

submitted in fulfillment of the requirements for the award of degree In BACHELOR OF BUSINESS MANAGEMENT Submitted by ULLAS.N (RegNo : 09bmc18049) Under The Guidance of Mr.SRIKANTH PROJECT GUIDE

P.E.S COLLEGE OF BUSINESS MANAGEMENT BANGLORE-560 084 DEC 2011-MAY 2012

INTRODUCITON: Every business organization that comes into contact with the customer develops a perception in the mind of the customer. Today, in this competitive world every organization needs to know the perception in the mind of the customers. In order to gain mind share or heart share of customers along with the market share is the main lookout for the organizations. Especially in consumer electronics sector, where the products are more or less same, the only way to leave positive impact on customers mind and to gain competitive advantage is providing best possible services to the customers.

Problem Statement : The principle cause behind this project is to know that to what level customers are enjoying and aware of videocon TV offered by the company and what further improvement can be done in future in this area so as to get brand awareness.

Objective : To have an overview of videocon. To know the reputation of videocon T.V. in the market. How the consumer preference towards the brand videocon. The main objective how to increase the reputation of videocon brand in the market. To understand its competitors in business. How videocon will create a good image in the market. To understand the 4 Ps used by the videocon in business

SCOPE: y y y This report helps to understand the consumer behavior towards purchase of a new television. It has various factors which can affect the purchase decision. It helps the retailers and companys so that they can understand the consumer behavior.

RESEARCH METHOTHDLOGY: y y y y y y y y y Research Type Descriptive Research Data Type Primary and Secondary data Research Tools Questionnaire Observation Enquiry Sampling Units customer/Dealers/ Retailers Sample Size Customer (100)/Dealers/ Retailers (50) Sampling Method Random Sampling Method Sample drawn from banglore

y y

SECONDARY SOURCES: The secondary sources are consumers who purchase or going to purchase refrigerators. The source for the survey is the consumer who researchs dealers shop and who have refrigerators in their house. I collect a sample of 50 data will be collected through administrated questionnaires.

DEALERS QUETIONARIES Dear Sir/Madam, I, student of P.E.S COLLEGE OF BUSINESS MANAGEMENT Bangalore am conducting a survey for the television industry. We request your kind cooperation 1. Name of the Dealer/Retailer 2. Address . 3. Mention the brand name of the T.V presents in your Showroom? 1 2 3 4 5

4. What are the ranges of price that the company offers? ............................................................................................................................... ............................................................................................ 5.Rank the various brands in order of their selling 1 2 3 4 5

6.Why the rank 1) Product is sold high? a) Less Price [ ] b) Design and style [ ] c) Good brand image [ ] d) Good product features [ ] e) After Sales Services [ ]

7.Why the rank 2) Product is sold high? a) Less Price [ ] b) Design and style [ ] c) Good brand image [ ] d) Good product features [ ] e) After Sales Services [ ] f) Durability [ ] 8.Why the rank 3) Product is sold high? a) Less Price [ ] b) Design and style [ ] c) Good brand image [ ] d) Good product features [ ] e) After Sales Services [ ] f) Durability [ ] 9.What more can the company do to increase its sales? 10. According to you which company has the best marketing strategy? 11.Any Suggestions:

CONSUMER SURVEY QUESTIONNAIRE Dear Sir/Madam, I am student of P.E.S. COLLEGE OF BUSINESS MANAGEMENT Bangalore and as part of our curriculum I am conducting a market research. I would like your cooperation for the same, with an assurance that all the information, which youll give, will remain confidential. Customers personal profile: 1. Name. 2. a) Age ( In years ) : ............................ b) Gender (please tick) : Male / Female 3. Educational Qualification.. 4. Address. ........ 5. What is your occupation? a) Business b) Govt. Service c) Pvt. Service d) student e) others 6. What is your monthly income? a) Below Rs 10000 b) Rs 10000-15,000 b) Rs 15,000-25,000 d) Rs 25,000 -35000 e) Rs 35000+

Consumer Survey for various Brands of television: 1. Which of the companys products would you prefer to own? a) Videocon b) LG c) BPL d) ONIDA e) SAMSUNG f) Others (please specify) 2. Why you prefer this company product? 3. What were the factors that persuaded you to come to your chosen brand? a) Company advertisements: b) Talk to friends and colleagues c) Dealers efforts d) Any other; please specify 4. Do you prefer any financing scheme to purchase consumer durables? a) Yes b) NO 5. While purchasing consumer durable which parameter influences you? (Please rate the following sources of information) Price . Brand Image Product feature Service. Durability Design and style .................................

6. From where you prefer buying consumer durables? a) Co.shoppee b) Showroom c) on-line d) exihibition 7.You prefer to buy from the same as you have mentioned in Q.6 because of following reasons? a) Attractive Price b) Service c) Demonstrations d) Offers e) Convenience 8. Up to how much money are you willing to spend on a t.v? At this time: a) Less than7000 b) 7000-13000 c) 13000-25000 d) 25000-35000 e) more than 25000 9. Would you wait for festive season to avail discounts? a) Yes b) No 10. Which TV Channels do you watch on a regular basis? 11. Which Newspaper/Magazines do you read? . 12. How do you feel after using the videocon t.v? a) Excellent b) good c) fair d) poor 13.Any other comments. . ...

Introduction The ultimate goal of most businesses is to increase sales and income. Ideally, you want to attract new customers to your products and encourage repeat purchases. Brand awareness refers to how aware customers and potential customers are of your business and its products. Within a week after its introduction, surveys found that more than 90% of US consumers had heard about the iPhone as a result of advertising and news reports. This is exceptionally high brand awareness. Ultimately, achieving successful brand awareness means that your brand is well known and is easily recognizable. Brand awareness is crucial to differentiating your product from other similar products and competitors. The major components of a plan to develop brand awareness are: Identifying and understanding your target customers Creating a company name, logo, and slogans Adding value through packaging, location, service, special events, etc. Advertising After-sale follow-up and customer relations management Targeting the right audience is crucial to your success. Of similar importance is understanding that you need a plan along with specific actions that increase awareness of your brand amongst your consumers. Throughout the entire process of creating a brand, it is of utmost importance to consider how what you do will increase brand awareness. Why is Brand Awareness Important? You may be asking yourself, is brand awareness really all that important? You may be saying to yourself, I have plenty of customers and sales are decent, why bother? The answer is: There are few things

more worthwhile than investing time in your brands awareness. It can play a major role in purchasing decisions. The reality is, the more aware consumers are of your product and your brand, the more likely they are to buy from you. How to Begin Creating Brand Awareness In deciding how you will go about creating brand awareness, you need to consider and to be aware of how your product value becomes know to the consumer and the importance of consistency: The message of what a brand is offering to the consumer should be consistent. for example big bazaar offers are advertised as big bazar Sunday sale, weekend dhamaka like ways even electronic shop people also do have advertise their products as providing discounts the message is the main path to reach the und customer. The impressions you hope to make on consumers and potential consumers should be consistent across various mediums, situations, and promotional attempts. 2) Images you present should also be consistent in order to increase brand awareness. It is important that you are consistent in your use of images so that you maximize recognition and positive impressions. 3) Slogans and taglines should also be consistent throughout mediums and material. Once again, consistency is important in conveying a message that promotes awareness of your brand in a organized, recognizable manner. Maintaining Brand Awareness It is important to keep working at the issues and activities identified above. Pay attention to how customers are responding to products, packaging, displays, and messages. Look for ways to improve the image you are trying to get across. Ask your customers for suggestions.

Purchasing Decision Process Understanding the decision-making process helps you to better understand how to structure your brand awareness process. What makes them buy your product? Do they decide, upon an impulse, to purchase your product? Do they need several hours to mull over the possibility of making the purchase? To what extent does product type, price, and environment affect the purchasing decision. Marketing specialists recognize five stages to a purchasing decision.

o o o o o

Percei1ved Need Seeking Information Evaluation of Alternatives Value assement Assessment of Purchase Decision.

Advertising Obviously advertising is an important way to have your brand and products become known to consumers. But the messages conveyed at the place of purchase are equally important and should leave your targeted customers with a consistent impression of your business and its products.

CHAPTER 1:

INTRODUCTION ABOUT THE TOPIC

The Indian Television industry is going through turbulent transformation. Companies are relooking at their strategies and are desperate for growth. The entrenched position of the Indian market leaders in TVs like Videocon, BPL and Onida has been challenged by the MNCs such as LG, Panasonic, Samsung, Sony, Philips and Sharp; some in a perceptible way and others threatening to do so. The changing environment demands fresh thinking to gain the cutting edge advantage. Exchange schemes, free gifts, price offs, prizes, deferred payment schemes and other incentives as promotional tools have been deployed by the players, which certainly have made the market, vibrant and pulsating. A major factor contributing to the growth has been availability of consumer financing schemes. Concomitantly, the industry has been witnessing a new scenario with a new market profile. The entry cost into this industry is substantially low. Thus, there is already a lot of competition in this sector and due to this, consumer is benefitting by not only getting the above benefits, but also world class products of high quality at reasonable prices. Due to this, TV is now a necessity of every house, whether in rural India or Urban India. This paper talks about the Television Industry in India, its market structure and challenges and opportunities it faces. The paper uses econometric techniques to deal with the issue of market concentration. Towards the end, a hypothetical situation is created where the major Korean MNCs, LG and Samsung get together and play in the market as a single entity. The paper analyses the reasons and results for this merger, and the economic theory and the competition issues emerging with this collaboration. The paper talks of entire TV industry and not of CTV or flat TV or LCD TV market separately.

ELECTRONIC GOODS SECTOR IN INDIA INTRODUCTION


Electronic goods sector is a major booming sector in our country. Not only as an intermediate commodity, but more as a consumer product, this sector has undergone a rapid growth and development since ushering in of liberalization in India, from cassette to DVDs, from black and white TVs to LCDs, from analogue terrestrial cables to DTH services and from landline phone to mobile internet. These developments did not take place in one day, but the pace of this innovation was impetus. Indian Consumer Electronic Goods Sector is facing a lot of competition from abroad, especially from South Korea and Japan, whose success story is based on the export promotion techniques in this sector. From a small capital based firm, the companies like LG and Samsung have become popular MNCs. The biggest attraction for MNCs is the growing Indian middle class. This market is characterized with low penetration levels. MNCs hold an edge over their Indian counterparts in terms of superior technology combined with a steady flow of capital, while domestic companies compete on the basis of their wellacknowledged brands, an extensive distribution network and an insight in local market conditions. Thus, its now a trend that while rural population has greater access to goods from Indian manufactures, urban population is showing preference to the MNCs brands. However, Consumerization of technology could be a major phenomenon over the next 5 to 10 years. This could hasten the industrial consolidation, as healthy companies gain market share by buying out weaker ones at attractive prices.

Television Industry in India


Consumer electronics are the products that are used every day by the households. These include the products that come under the category of office products, communications, and entertainment. These can be classified into personal computers, telephones, calculators, playback, digital video disk (DVD), video compact disc (VCD), video home systems (VHS), home theatre, music

players, color televisions (CTVs), cameras, camcorders, portable audio, Hi- Fi, etc. Owing to this vast pool of gadgets, our research will focus on Television Industry. Television in India has been in existence for four decades. For the first 17 years, it spread haltingly and transmission was mainly in black & white. The thinkers and policy makers of the country, which had just been liberated from centuries of colonial rule, frowned upon television, looking on at it as a luxury, which Indians could do without.

Television has come to the forefront only in the past 21 years and more so in the past 13 years. Year 1982 was a significant year in the history of Indian Television. The government allowed thousands of color TV sets to be imported into the country to coincide with the broadcast of Asian Games hosted in New Delhi. Over the years, this industry experienced a great boom and today, India is one of the largest television markets in terms of viewership. Not only this, but overall TV industry is the most booming sector among consumer electronics in India.

Retail scenario
The Indian retail industry is the 5th largest in the world .comprising of organizes and disorganized sectors, Indian retail industry is one of the fastest growing industry in the world, especially over the last few years though initially, the retail industry in India was mostly disorganised. However with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at pace 25-30% annually. With India being the last virgin BRIC market, its retail industry is expected to grow from Rs 35,000 cores in 2004-2005 to Rs 10,9000 cores by the year 2011 . The Indian consumer behaviour is rapidly changing with a shift in new generations preference towards luxury commodities . Retail is clearly the sector that is poised to show the highest growth . The sector is set for a revolution as both the present players and new entrants are gearing upto explore the market. The present size organised retail sector is approximately

5% and is expected to grow to 25-30% by the year of 2015. Apparel and electronics are expected to be the third largest contributors to organized retail. There are about 300 new mall, 1500 super markets and a 325 departmental store currently under construction.

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