CUSTOMER SATISFACTION AND PERCEPTION ON

SONY TELEVISION
A Project Report Submitted
In the Partial Fulfillment of the Requirements
For the Degree of
Bachelor of Business Administration
By
KESHAV OJHA
(Y141805143)
BBA- 3rd Semester

Under the Guidance of:

Dr. Anil Kumar Kashyap
(Assistant Professor)

Department of Business Management

Dr. Hari Singh Gour Central University
Sagar (M.P.), India
Year 2015

PREFACE

The students of B.B.A 3nd semester (19th batch) has to undergo a survey as a part of their
academic course. The project titled Customer Perception and Satisfaction on Sony
Television. The main purpose of undergoing such survey is to know the marketing strategy of
Sony television and knowing company status.

Keshav Ojha
B.B.A (Hons) - 3nd Sem

DECLARATION

I hereby declare that the project conducted on Customer Perception and Satisfaction on
Sony Television (India) under the guidance of Dr. Anil Kumar Kashyap Assistant Professor,
Department of Business Management Dr. Hari Singh Gour Central University, Sagar (M.P.) is
my own work and the same has not been submitted for the award of any other
Degree/Diploma/fellowship or other similar titles or prizes.

Date
Place: Sagar

CERTIFICATE

This is to certify that Keshav Ojha has worked for her BBA project entitled Customer
Perception and Satisfaction on Sony Television (India) in partial fulfillment of the degree of
Bachelor of Business Administration. He has completed his project under my supervision. His
work is original, satisfactory and is not submitted anywhere else for the award of any degree.
I hereby forward his Project and wish him success in future endeavor.

Guide Signature:
Name:
Program Head Signature:

ACKNOWLEDGEMENT

It is a great opportunity for me to express my sincere thanks to Prof. Y. S. Thakur, Head,

Department of Business Management, and Dr. Hari Singh Gour Central University Sagar (MP). I
would like to pay my special gratitude to Dr. Anil Kumar Kashyap Assistant professor, who
supervised my work, for his valuable guidance and constant encouragement throughout my
project work.
I am very thankful to the all respected faculty members of the department, who supported me in
the preparation of my project. Finally, I would like to thank my parents, my friends without
whom the completion of the project would not have been possible.

Keshav Ojha
Y141805143

CHAPTER-1
DEFINATIONS

1. PERCEPTION perception can be describe as how we see the world around us Two
individuals may be subject to the same stimuli apparently the same conditions, but how they
recognize them, and interpret them is a highly individual process based on each persons own
need, values and expectations .the influence that each of these variables has on the perceptual
process, and its relevance that each of explored in some detail. First, however, we will examine
some of the basic concepts that underlie the perceptual process. These will be discussed within
the framework of consumer behavior.
Perception is the process by which individuals select, organize and interpret stimuli into a
meaningful and coherent picture of the world. Perception has strategy implications for marketers,
because consumers make decisions based on what they perceive, rather than on the basis of
objective reality. (Consumer Behavior, Leon G. Scheiffman leslie Lazar Kanuk . Fifth edition)

2. SATISFACTION
Johnson and Clark (2008) define service concept as a shared understanding of the service nature
provided and received. They also state that service concept has to provide information about the
essence of the service, service experience, and service outcome
The terms customer satisfaction and perception of quality are labels we use to summarize a set
of observable actions related to the product or service (Hayes, 2008, p.33)
The most comprehensive definition of satisfaction has been offered by Kotler and Keller who
define satisfaction as persons feeling of pleasure or disappointment which resulted from
comparing a products perceived performance or outcome against his/ her expectations (Kotler
and Keller, 2006, p.144).

CHAPTER 2
INTRODUCTION
HISTORY OF SONY
It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and
committed group of employees started to build Tokyo Tsushin Kenkyujo (Totsuko), or Tokyo
Telecommunications Research Institute to the billion dollar global conglomerate that it is today.

Founders in the early years

It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and
committed group of employees started to build Tokyo Tsushin Kenkyujo (Totsuko), or Tokyo
Telecommunications Research Institute into the billion dollar global conglomerate that it is
today. The main objective of the company was to design and create innovative products which
would benefit the people.

The electric rice cooker

From early attempts at creating products like the rice-cooker to the later success of creating
Japans first magnetic recorder, the innovative company went on to create other hit products
which won the company widespread recognition and international acclaim as a truly global
company known for its quality and innovative products. Significant product milestones included

Japans first transistor radio (1955), Trinitron color television (1968), Walkman personal stereo
(1979), Handy cam video camera (1989), PlayStation (1994), Blu-ray Disc recorder (2003) and
PlayStation 3 (2006).

Sony employees in 1956

The company name of Sony was created by combining two words of sonus and sonny. The
word sonus in Latin represents words like sound and sonic. The other word sonny means
little son. Used in combination, Sony is supposed to represent a very small group of young
people who have the energy and passion towards unlimited creations and innovative ideas. With
the far-sight of expanding worldwide, it was in 1958 that the company formally adopted Sony
Corporation as its corporate name. Easy to pronounce and read in any language, the name Sony,
which has a lively ring to it, fits comfortably with the spirit of freedom and open-mindedness.

MAJOR HIGHLIGHTS OF SONY COMPANY

Company Name

Sony Corporation
Founded

May 7, 1946
Headquarters

1-7-1 Konan, Minato-ku, Tokyo 108-0075, Japan

Representative Corporate Executive Officers
President and CEO

Kazuo Hirai
Executive Deputy President and CFO

Kenichiro Yoshida

Locations of Major Offices and Research Centers (in Japan)

Tokyo, Kanagawa, Miyagi

Headcount (Consolidated)

131,700 (as of March 31, 2015)

Consolidated Sales and Operating revenue (2014)

8,215,900 million yen

Sony products
Sony Corporation operates as the electronic business unit of the Sony Group. Its major television
product is the Bravia HD TV that comes in four variants like X Series (4K), 3D TV, and Internet
TV. Apart from televisions and projectors it offers products in the following categories:

Compact digital cameras

Home audio systems

Tablets

Video cameras

In car entertainment systems

Games

Home video systems

Home theater systems

Interchangeable lens cameras

Computers and peripherals

Portable audio systems

Mobile phones

Storage media and batteries

TELEVISION MARKET IN INDIA

India television market is the third largest TV market after the U.S. and China. It has seen a
drastic change in the last decade. Market which was once dominated by Indian players like
Videocon, BPL and Onida are now dominated by MNC players LG, Samsung, Sony, Panasonic,
Phillips and Toshiba. Even in technology wise market is clearly shifted towards LCD, LED and
Plasma from CRT (Cathode Ray Tube) TVs.
Upper class and Upper middle class has already shifted to smart TV segment, now middle class
segment is largely shifting towards LCD, LED and Plasma TVs.
Rising family income, different payment options, changing lifestyle, technological advancement,
minimal price difference between CRT TVs and LCD, LED TVs have drives the shift towards
LCD, LED and Plasma TVs segment.
Innovation, quick up gradation of technology, product composition, price, picture quality, sound
quality, style and customer reviews are major influential factors in LCD, LED and Plasma TVs
segment.
This article will present the information about top players and their current market share in LCD,
LED and Plasma TV segment in India.
During 200613, LCD, LED and Plasma TVs segment has shown a robust 76 % growth rate in
India. For the financial year 2012-13 this segment has sold more than 4.6 Million units, which
accounts Rs 105 Billion. The below graph clearly shows, LG, Samsung and Sony dominates the
segment with more than 65 % market share and are the top television brands in India.

Top television brand market share

27%

20%

LG
SAMSUNG
Sony
PANASONIC
OTHERS

7%

25%
21%

Samsung television leads the market with more than 25% market share. Sony has the second
largest share in India after Samsung.

Business.mapindia.com

SONY ENTRY IN INDIA

One of the most recognized brand names in the world today, Sony Corporation, Japan,
established its India operations in November 1994, focusing on the sales and marketing of Sony
products in the country. In a span of 19 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 standards of service, Sony India is recognized as a benchmark for new age
technology, superior quality, digital concepts and personalized service that has ensured loyal
customers
and
nationwide
acclaim
in
the
industry.
With brands names such as BRAVIA, Xperia, Alpha, Headphones, Handy cam , Cyber-shot,
Xplod , Sony hi-fi, Memory stick and PlayStation , Sony has established itself as a value leader
across its various product categories of Audio/Visual Entertainment products, Information and
Communications,
Recording
Media,
Business
and
Professional
products.
Sony India is one of the most recognized consumer electronics brand in the country, with a
reputation for new age technology, digital concepts and excellent after sales service. In India,
Sony has its footprint across all major towns and cities in the country through a distribution
network comprising of over 20,000 dealers and distributors, more than 300 exclusive Sony
outlets and 25 branch locations. Sony India also has a strong service presence across the country
with 365 service outlets. Manned by customer friendly and informed sales persons, Sonys
exclusive stores Sony Center are fast becoming the most visible face of the company in India.
A distinctive feature of Sonys service is its highly motivated and well-trained staff that provides
the
kind
of
attentive
and
sensitive
service
that
is
rare
today.
Sony is committed to ensuring that both the products and the marketing activities employed truly
make a difference to peoples lifestyles and offer them new dimensions of enjoyment. Relentless
commitment to quality, continuous dedication to customer satisfaction and unparalleled
standards of service is what differentiates us from countless competitors and reflects a true image
of all that is Sony.

SONY TELEVISION EVOLUTION

YE

MODAL

DISCRIPITON

AR
TV8-301
19
60

19

TV5-303

62

World's first direct-view portable transistor TV. Comprised of 23

transistors and 19 diodes, this model was developed based on
Sony's extensive experience in radio technology. In an age when
TVs were assumed to be living room fixtures, this device opened
the door to personal television use. Additionally, this model offered
three choices for power input
Developed with the aim of bringing TV entertainment to the
automobile environment, this was the world's smallest and lightest
monochrome TV, which enjoyed wide popularity under the
nickname micro TV. The slogan for the device was Transistors
have Changed TV

KV- The first in Sony's exclusive line of Trinitron color TVs. This
19 1310
68

model offered approximately twice the brightness of TVs using

conventional shadow-mask tubes. This was a milestone product
establishing Sony's superiority in color TVs.

KV-1375 Personal TV nicknamed the Citation. In addition to its unique

and innovative design, this TV incorporated the Jet Sensor,
whereby the user selected channels by gently pressing the control
panel buttons. Incorporating newly developed NBM phosphor,
which greatly increased the luminous sensitivity of cathode-ray
tubes, this TV offered unparalleled picture clarity ultimately
resulting in this product becoming a major hit.

19
77

KX-27HF1
19
80

Advent of the Profile series. A monitor with versatile AV output

(including video and teletext) was marketed as a single unit. This
TV was developed based on a new modular concept, incorporating
a TV tuner, stereo amplifier and other components

KX- Profile pro color monitors featuring 560 lines of horizontal

resolution and abundant input/output terminals. This model earned
the support of those searching for ever-higher television and video
picture quality

1 21HV1
986

KW- Consumer use 36-inch HD Trinitron HDTV-compatible color

TV.

1 3600HD
990

KV19 28SF5
91

Kirara Basso series of color TVs, featuring the Super Trinitron

cathode-ray tube.

KV-29STI
199
6

The industry's first TV with a vertically and horizontally flat

screen, made possible by the inclusion of the "Super Flat Trinitron"
tube. Reproduced picture naturally and without distortion
throughout the entire screen.

KW-32HDF9 A new WEGA series HDTV incorporating an FD Trinitron tube

and offering highly advanced picture reproduction

1997

IDT-LF1

First-generation Air board. The wireless IDT-LF enabled users to

view television programming via TV transmissions (radio waves)
bounced from the base station

KLV-17HR1

First-generation liquid crystal WEGA. This model was based on

WEGA signal processing technology, enabling this TV to convert
and reproduce NTSC signals while retaining advanced picture
quality

2000

2002

QUALIA005

The world's first* LED backlit TV, featuring Sony's

Triluminous proprietary backlight system that uses
separate red, green and blue light sources to illuminate the
LCD panel. The result was unprecedented color control and
an extraordinarily brilliant picture that trumped what
previous
backlight
systems
could
do.
* Among flat-panel TVs for consumer use.

KDL46X1000

First model in the new BRAVIA series of widescreen LCD

TVs. X-series models (shown) feature "Live Color
Creation," utilizing a special backlight system to achieve an
incredibly wide color gamut for deeper colors and full HD
resolution panels for crisp, detailed images.

2004

2005

World's first organic light emitting diode (OLED) TV.

The 11-inch OLED TV offers a ground-breaking new design and
astonishing slimness (measuring approximately 3mm). Features
Sony's independently-developed OLED panel which realizes
advantages such as high contrast, high peak brightness, color
reproduction and rapid response time, all of which combine to
deliver unparalleled image quality
KDL-40ZX1 The world's slimmest*1 TV at 9.9 mm, and the world's lightest*2 40
inch TV at 12.2 kg. Featured a wireless transmitter that enabled
users to arrange the layout of the room without having to worry
about
cable
clutter.
*1: At its thinnest point; among LCD TVs for consumer use. (As
of
August
28,
2008)
*2: Refers only to the monitor part; among 40 inch LCD TVs for
consumer use
World's first HDTV powered
NSX-46GTI
by Google TV

XEL-1
2007

2008

2010

KD-84X9000
2012

X92000A
2013

The first 4K compatible BRAVIA model, boasting an

LCD panel containing no less than 8 million pixels, four
times the resolution of Full HD. Equipped with the "4K XReality PRO" picture engine that upscale HD or lower
resolution content - including from Blu-ray discs and TV
broadcasts - to stunning, 4K quality picture.
A 4K LCD BRAVIA TV that delivers an immersive real and
vivid sensory experience due to its wide color gamut - made
possible by the newly developed "Triluminous Display"
technology - and its clear, boundless sound - realized with Sony's
in-house developed Magnetic Fluid Speakers

Sony Corporation Executive Appointments

Tokyo, Japan - Sony Corporation announced the appointment of members to its Board of Directors
following approval at the 96th Ordinary General Meeting of Shareholders that took place today, along with
the company's Chairman of the Board, Chairman and Members of the Nominating, Compensation and
Audit Committees, Representative Corporate Executive Officers and Corporate Executive Officers
appointed at a Meeting of the Board of Directors held after the above mentioned General Meeting of
Shareholders.
Members of the Board
The candidates have not changed since the announcement on May 8.
Kazuo Hirai

Representative Corporate Executive Officer, President and CEO

Masaru Kato

Representative Corporate Executive Officer, EVP and CFO

Peter Bonfield

Chairman of the Board, NXP Semiconductors N.V.

Ryuji Yasuda

Professor, Graduate School of International Corporate Strategy,

Hitotsubashi University

Yukako Uchinaga

Director and Executive Vice President, Benesse Holdings, Inc.

Honorary Chairman, Berlitz Corporation

Mitsuaki Yahagi

Special Advisor, The Japan Research Institute, Ltd.

Kanemitsu Anraku

Director, Mizuho Financial Group, Inc.

Yorihiko Kojima

Chairman of the Board, Mitsubishi Corporation

Osamu Nagayama

Representative Director, Chairman and Chief Executive Officer,

Chugai Pharmaceutical Co., Ltd.

Takaaki Nimura

Certified Public Accountant

Eikoh Harada

Chairman, President and CEO, Representative Director,

McDonald's Holdings Company (Japan), Ltd.
McDonald's Company (Japan), Ltd.

Joichi Ito

Director, Massachusetts Institute of Technology (MIT) Media Lab

Tim Schaaff

Retired President, Sony Network Entertainment International LLC

An Outside Director who satisfies the requirements under Item 15, Article 2 of the Companies Act of
Japan
New Members of the Board
Chairman of the Board
Chairman of the
Board

Osamu Nagayama

Chairman and Members of the Committees

Nominating Committee
Chair

Peter Bonfield

Members

Osamu Nagayama, Yukako Uchinaga, Yorihiko Kojima, Joichi Ito, Tim Schaaff,
Kazuo Hirai, Masaru Kato

Compensation Committee
Chair

Ryuji Yasuda

Members

Eikoh Harada, Masaru Kato

Audit Committee
Chair

Takaaki Nimura

Members

Mitsuaki Yahagi, Kanemitsu Anraku

Corporate Executive Officers (concurrently a Director)

The candidates have not changed since the announcement on May 29
Representative Corporate Executive Officers
Kazuo Hirai

President and Chief Executive Officer

Masaru Kato
(Newly appointed)

Executive Vice President

Chief Financial Officer

Corporate Executive Officers

Nicole Seligman

Executive Vice President

General Counsel

Tadashi Saito

Executive Vice President

Chief Strategy Officer
Officer in charge of Medical Business
President of Medical Business Unit

Shoji Nemoto

Executive Vice President

Officer in charge of Professional Solutions Business,
Digital Imaging Business and Disk Manufacturing Business

President of Professional Solutions Group

Tomoyuki Suzuki

Executive Vice President

Officer in charge of Device Solutions Business, R&D Platform
and Common Software Design

Kunimasa Suzuki

Executive Vice President

Officer in charge of PC Business, Mobile Business
and UX, Product Strategy and Creative Platform

Kunitaka Fujita
(Promoted)

Executive Vice President

Officer in charge of Human Resources and General Affairs

COMPETITORS OF SONY TELEVISION

LG Electronics
LG Electronics is a leading electronics organization based in Yeouido, Seoul. It operates globally
and is the second biggest maker of TV sets and the third largest manufacturer of cell phones. It is
also LG Groups premier company. At present it has 75 subordinate entities around the world that
make and design televisions, telecom devices, and home appliances. It offers the following types
of television sets:

LED LCD TVs

Plasma TVs

3D TVs

Color TVs

LCD TVs

Samsung
The head offices of Samsung Group are at Samsung Town in Seoul and it operates as an
international conglomerate. Samsung Electronics is the worlds biggest electronics company in
terms of sales. It offers a wide range of television products such as the following:

LED TVs

Ultra Slim Fit TVs

LCD TVs

Flat TVs

Plasma TVs

TV Accessories

Philips
Philips is actually referred to as Koninklijke Philips Electronics NV and is primarily based in the
Netherlands but operates around the world. It is one of the biggest electronics organizations on a
global scale. It has approximately 119 thousand employees in at least 60 countries.
Following are its major ranges in India:

Cinema 21:9

5000 Series

8000 Series

4000 Series

7000 Series

3000 Series

6000 Series

CRT

Hitachi
Hitachi Limited is a multinational organization based at Chiyoda in Tokyo, Japan. It specializes
in high end services and technology. Hitachi is one of the leading technology based companies
with regards to revenues. In addition to TVs it offers camcorders, recording equipment, and
projectors. It primarily offers LCD TVs. `

Toshiba
Toshiba Corporation is a Tokyo based multinational conglomerate. It is one of the leading global
manufacturers of semiconductors and personal computers. It also operates in the following
verticals:

Electrical products

Power systems

Information and communication systems and equipments

Social and industrial infrastructure systems

Internet bases services and solutions

Household appliances

Electronic materials and components

In the television segment it basically offers LCD TVs.

Haier
Haier Groups head offices are at Qingdao in Shandong, China and it operates as a global entity.
Its primary business areas are home appliances and consumer electronics. It is one of the leading
companies of the world when it comes to white goods. Its major products are air conditioners,
washing machines, cell phones, refrigerators, and computers apart from television sets. It offers
3D LED, LCD, and LED TVs.

BPL

BPL or British Physical Laboratories Group is an electronics organization based in India. It

operates in different portals such as consumer appliances, health care products, and home
entertainment systems. It deals in LCD and CRT TVs.

Onida Electronics
Vijay Mansukhani and GL Mirchandani started Onida during 1981 with its head offices in
Mumbai. The company presently has almost 33 branch offices, 41 depots, and 208 customer
relation centers across the country. It primarily offers LED, color, and LCD TVs.

Videocon
Videocon is a prominent industrial conglomerate with global operations and head offices in
India. It has 17 manufacturing locations in India as well as plants in China, Italy, Poland, and
Mexico. It is also the third biggest maker of picture tubes on a global basis. The group is
presently worth 4 billion US dollars. Apart from color television sets, Videocon offers the
following products in India:

Washing machines

Refrigerators

Air conditioners

Microwave

Other home appliances

It also has the biggest network for service and sales in India. It offers the following types of
television sets:

DDB LEDs

Ultra slim TVs

LED TVs

Flat TVs

LCD TVs

Conventional TVs

Other television brands available in India:

Mitashi

Micromax

Sansui

SERIES OF SONY TELEVISION

4K TV SERIES

85X9500B

85X9500B

65X9300C

55X9300C

65X9000C

79X9000B
55X9000B

55X8500C

65X9000C

65X9000B

49X8500C

43X8500C

FUTURE PROSPECT FOR SONY IN INDIA

THROUGH MAKE IN INDIA

Japanese consumer electronics giant Sony has started manufacturing of LED televisions in India.
The televisions will be contract manufactured at Sriperumbudur in Tamil Nadu.
India has been an important strategic market for Sony, and this development underlines
continued commitment to the market as well as our alignment with the Governments Make in
India programme. The televisions will be manufactured at Competition Team Technology
Indias (CTTI) facility in Chennai.
CTTI is a subsidiary of Foxconn Group. India is the only country where the consumer electronic
giant has taken the contract route for manufacturing of its Bravia televisions series. It has set up
its own facilities for this purpose in Malaysia, China, Japan and Brazil.
Manufacturing in India decreases companies time to market. They are evaluating all possibilities.
reviewed all aspects of manufacturing operations and for now, they have found this (partnership
with CTTI) to be the best option.

While the move will not immediately impact the pricing of the products, it would help the
company reach customers effectively and produce more India-specific models. Initially, the
company will manufacture 43-inches televisions at the unit, and will gradually add more
products.
Companies see huge potential in the TV business as conversion from CRT TVs to LCDs/LEDs
by Indian customers is expected to accelerateit is likely that a big chunk of TVs sold
in India may originate from this unit in the future.
The company, however, did not share details on the manufacturing capacity.
Presently, the televisions business contributes about 35-40 per cent to Sony Indias overall
revenue that stood at Rs.10,600 crore in 2014-15.

BRAND AMBASSODAR OF SONY TELEVISION

Sony have chosen Mr. Dhoni as the face of Sony Full HD TV as feel he will create the perfect
synergy with our target audience during this exciting cricket season.
Dhoni will be promoting Sonys high decibel The Incredible Game in Sony High Definition
campaign during World Cup. This multi-media campaign will include more than 3000 TVC spots
across 19 leading channels, print campaign across 36 top media and a very impactful outdoor
campaign with more than 100 billboards across the country.
Apart from extensive web promotion, a dynamic shop-front will also be an integral part of
Sonys communication campaign. As special consumers connect initiative, Sony has announced
lucky draw promotion-100 lucky families will get a chance to meet Mr. Dhoni.

Response of the dealers in Sagar about Sony dealership

All dealers shown by numbers

QUESTIONSSHAKTI BHANDAR
NUMBER 1
KATRA BAZAAR
a. What makes customer to buy Sony television?
HOME COMFORTS
NUMBER 2
1. most
of theMOURTI
customer TEEN
buy because
GOUR
BATTIof the Brand name Sony has.
PRAKASH
ELECTRONICS
NUMBER3
2. Quality
of Sony television
remain the major factor for more
sale than other.
KATRA BAZAAR
3. Brand name
b. How much is the monthly sale of monthly sale of Sony in units?
1.Shakti Bhandar dealer sells about 10-15 units per month.
2. Home comforts has a 8-10 sales of Sony television.
3. Prakash Electronic sells about 15-20 unit which is more than any other dealer.
c. what is the recent offers on Sony?
1.there is No offers for customer in off season .
2. No offers in this month
3. No offers

d. what is price margin for you from company?

- Sony company provide 3-4% commission on single television price to dealers in sagar.
e. what type of sales support company provides for you?
- company increases the commission margin in heavy sales periods like- diwali, dussehra etc.
f. who is the closest competitor of Sony television?
- the closest competitor for Sony television is Samsung . Samsung is the market leader in
television segment.
g. which category of Sony television is most popular?

- the most popular category of television which customer buy or demanded id 40inch led
television.

Response of the dealers in Sagar about Sony dealership

All dealers shown by numbers
QUESTIONSSHAKTI BHANDAR
NUMBER 1
KATRA BAZAAR
a. What makes customer to buy Sony television?
HOME COMFORTS
NUMBER 2
1. most
of
the
customer
buy
because
of
the
Brand
name
Sony
has.
GOUR MOURTI TEEN BATTI
PRAKASH
ELECTRONICS
NUMBER3
2. Quality
of Sony television
remain the major factor for more
sale than other.
KATRA BAZAAR
3. Brand name
b. How much is the monthly sale of monthly sale of Sony in units?
1.Shakti Bhandar dealer sells about 10-15 units per month.
2. Home comforts has a 8-10 sales of Sony television.
3. Prakash Electronic sells about 15-20 unit which is more than any other dealer.
c. what is the recent offers on Sony?
1.there is No offers for customer in off season .
2. No offers in this month
3. No offers

d. what is price margin for you from company?

- Sony company provide 3-4% commission on single television price to dealers in sagar.
e. what type of sales support company provides for you?

- company increases the commission margin in heavy sales periods like- diwali, dussehra etc.
f. who is the closest competitor of Sony television?
- the closest competitor for Sony television is Samsung . Samsung is the market leader in
television segment.
g. which category of Sony television is most popular?
- the most popular category of television which customer buy or demanded id 40inch led
television.

Chapter - 3
Research Methodology

3.1 Need of study

This project is done to study the customer satisfaction for Sony camera
The survey is conducted to know the option ,views ,expectation and satisfaction level of
customer towards the company
To find out customer loyalty with the tee
To determine the advertisement &promotion policy of this brands
To acquire customer psychology towards Sony television
To evaluate the needs of the customer to words Sony television
To adopt new technology in a product

3.2 Sampling method

A sample is a smaller collecting of units from a population used to determine truths

about that population
Why sample?

1. Resources and workload.

2. Gives result with known accuracy that can be calculated mathematically.
The method of sampling used in this project work is
3.2.1 Simple random Sampling Method with the help of questionnaire
1. Objective: take a sample from the population measure some characteristic on each of the
samples units and use this information to estimate the characteristic in the entire
population.
2. Simple random sampling is the most basic sampling procedure to draw the sample.
3. simple random sampling forms the basis for many of the more complicated sample
procedure.
4. Simple random sampling is a easy to describe but is often very difficult to carry out in the
field where there is not a complete list of all member of the population.
In statistics, a simple random sample is a subset of individuals chosen from a larger se . Each
individual is chosen randomly and entirely by chance, such that each individual has the same
probability of being chosen at any stage during the sample as any other subset of individuals
.This process and technique is known as simple random sampling. And should not be confused
with systematic random sampling .A simple random sample is an unbiased surveying technique.
Any sample method where some elements of population have no chance of selection or where
the probability of selection cant be accurately determined. It involved in selection of element
based on assumptions regarding the population of interest,which forms the criteria for selection .

Hence because the selection of element is nonrandom, non probability sampling not allows the
estimation of sample error .
An unbiased random selection of individuals is important so that if a large number of samples
were drawn , the average sample would accurately represent the population.
3.3 Data Collection Method
Raw data or primary data
Is a term for data collection from source .raw data have not been subjected to processing or any
other manipulation and are also referred to as primary data . raw data is a relative term . Raw
data can be input to a computer program or used in manual procedure such as analyzing statists
from a survey. The term can be referred to the binary data on electronics storage devices such as
hard disks drives.
It is like the eyewitness testimony at a trials .No one has tarnished it or spun it adding their own
opinion or bias so can from basis of objective conclusions . primary data are those which are
collected for first time and so are crude form.
It is collected either by the investigator himself or through his agents .These are different
methods of collecting primary data .Each method has its relative merits and demits .The
investigator has to chose a particular method to collect the information.
Method of primary or raw data collection used in this study is :3.3.1 Direct personal observation:This is a very generals method of collection primary data .Hence the investigator directly
contacts the informants, solicits their corporation and enumerates the data.
The information is collected by direct personal interviews.
Indirect Personals Oral Interview.
This is an indirect method of collection primary data .Here information is not collected directly
from the source but by the interviewing personals closely related with the problem. This method
is applied to apprehends culprits in case of theft murder etc. The information s relating to ones
personals life or which the informants hesitates to reveal are better collected by this method..here
the investigator prepare a small list of question relating to the inquiry .The answer are collected
by in viewing person well connected with the incident . the investigator should cross examine
the in format to get correct information .
3.3.2 Questionnaire Method

This is very commonly used method of collecting primary data .here information is collected
through a set of questionnaire .A questionnaire is a document prepare by the investigator
containing a set of question. These question relating to the problem of inquiry directly or
indirectly. Here first the questionnaire are mailed to informant with a formal request to answer
the question and send them back
Questionnaire have advantage over some other type of survey in that their are chief, do not
require as much offered from a questioner as verbal telephone survey and often have
standardized answerer that make it simple to complied data .How ever such standardized answer
may frusta user questionnaire may also sharply limited by the fact that respondent must be able
to read the question and responded to them. Thus for some degeographic group conditioning
survey by questionnaire may not be practical. As a type of Survey, questionnaire also have many
of the same problem relation to question construction and wording that exit in other type of
opinion poll .
3.4 Secondary Data
Secondary Data is data collected by someone other than the user .Common source of secondary
data for social science include censuses, organizational record and data collected through
qualitative mythologies in qualities research .Primary data by contrast are collected by the
investigator conduction the research.
Secondary data is data that have been already collected by and readily available from other
sources. Such data are cheaper and more quickly obtainable then the primary data and also may
be available when primary data can not be obtained at all.
Secondary data analysis saves time that would otherwise be spent collecting and particularly in
case of quantitative data provide larger and higher quality data base that would be unfeasible for
any in visual researcher to collect their own .In addiction analysts of social and economic change
consider secondary data essential since it is impossible to conduct a new survey that can
adequately capture past change and or development.
When using secondary data in an analysis, there are some important things that must be done
before hand. Since the researcher did not collect data, he or she is usually not familiar with data
set, including how the data was collected what the response categories are for each question
whether are not weights not to be applied during the analysis whether are not cluster or
stratification need to be account for who the population of study case etc. Basically researcher
needs to become as familiar as possible with the data set and the data collection process used.
There are a great deal of secondary data resources and data sets available for sociological
research. Many of which are public and easily accessible. Read or more about commonly used
secondary data sets.

3.5 Limitation
1. The scope of the project is limited to sagar city only so we cannot say that the same
response will exists throughout India.
2. Due to time constrain our sample size were restricted to 50%.
3. People were unwilling to response.
4. The personal bias, prejudices and whims of the customer in some case.
5. Handicapped because of lack of time, money and manpower.
6. Company information cannot be gained easily because of confidentiality.
Objective of study

To know about the sales and marketing efforts by Sony for there televisions.
To conduct a primary study for measuring customer perception about Sony television.
To conduct primary study for measuring customer satisfaction for televisions.

3.6 Scope of study

This study entails to various dimensions as customer behavior is applicable to marketing of this
product in market. And this is a market survey related to customer satisfaction .So this project is
helpful in the area of

To know the customer preference in Sony television.

To know about the awareness about Sony television.
Consumer attitude towards the Sony television.
The future scope of this report.
To know the impact of advertisement of Sony television.
To know that the consumer are satisfied with the quality of Sony satisfaction.
To know the brand loyalty of Sony television in market.
To know the overall satisfaction level of consumer.

CHAPTER 4:
DATA ANALYSIS & INTERPRETATION
4.1 Introduction:

Analysis of data is a process of inspecting, cleaning, transforming, and modeling data

with the goal of discovering useful information, suggesting conclusions, and supporting
decision making. Data interpretation is the study of observations for responding to a
query. The common tools used for data interpretation are electronic spreadsheets which
are capable of sorting, graphing and searching data. In this chapter we are discussing the
data that has been collected its analysis and interpretation.

4.2TYPES AND SOURCE OF DATA:

Data will be collected from both the sources primary source as well s secondary sources.
Secondary data: the secondary data will be gathered from internet, newspaper, catalogues

and broachers and magazines.

Data analysis: The data of score of features and score of brand perception was fed in to
the excel sheet. Separate Excel sheets were employed for analysis of each brand and also

to keep it concise and unambiguous. For data analysis use many types of charts:
Pie chart: This is very useful diagram to represent data, which are divided into a number
of categories. This diagram consists of a circle of divided into a number of sectors, which
are proportional to the values they represent. The total value is represented by the full
create. The diagram bar chart can make comparison among the various components or

between a part and a whole of data.

Bar chart: This is another way of representing data graphically. As the name implies, it
consist of a number of whispered bar, which originate from a common base line and are
equal widths. The lengths of the bards are proportional to the value they represent.

Demographic profile

Number of respondents - 07
Profession

Students
Male

Basis
Respondents gender

students
female

Age group

18-20 years

Annual family income( in Rs)

60,000 2,50,000

19-22 years
2,00,000 3,00,000

Detailed analysis of response from respondents

Customers Attraction
price

qaulity

brand name

other

29%

71%

Fig 1:- From the above information given it is shown that 5 out of 7 Sony television users
attract towards Sony due to quality ,others attracts by brand name.

Price satisfaction
4.5
4
3.5
3
number of respondent

2.5
2
1.5
1
0.5
0
satisfied

dissatisfiead

Fig 1.2 show the price satisfaction towards Sony television. More then half number of
respondent feel price of Sony television is satisfactory.

Reason to switch from previous brand

picture qaulity

brand name

new technology

other

29%
71%

Fig 1.3 shows perception of Sony television towards the customers . most of Buyer attracted
because of better picture quality of Sony television from there existing brand.

Availability of Sony television

5
4
3

#REF!

2
1
0
satisfied

dissatisfied

Fig 1.4 shows the availability of Sony television in sagar and customer satisfaction towards
availability of the product.

media presence of Sony

television

print media

internet

other

29%

71%

Fig 1.5 shows the strong media presence of the Sony for promotion and advertisement through a
medium of television . Number of respondent get to know about Sony television through
television media .

Consumer like the most in sony

picture

sound

features

other

29%
43%
29%

Fig 1.6 shows what comsumer like the most in Sony television. Majority of consumer respond
for picture quality .

Customer loyalty
7
6
5
number of respondent

4
3
2
1
0
recommend

not recommend

Fig 1.7 shows loyalty of customers for Sony . 6 out of 7 respondents will recommend Sony
television after using the product. This shows the relationship of Sony towards customer as they
fulfilled the promises made before purchase.

After sale service

4
3.5
3

response of consumer

2.5
2
1.5
1
0.5
0
satisfied

dissatisfied

Fig 1.8 shows satisfaction of customer in respect to after sales services. More than half number
of customer feel satisfied with companies after sale services.

Overall performance
8
7
6
5

number of respondents

4
3
2
1
0
satisfied

dissatisfied

Fig 1.9 shows the overall satisfaction level of respondent towards Sony television

Overall satisfaction include :Price policy

Promotional activity
Availability
Dealership services
Features of television
After sales services
Media presence

Most of the respondent are satisfied with the overall performance of the Sony television

CHAPTER -5

CONCLUSION, FINDING AND SUGGESTIONS

CONCLUSION

According to research of 30 days in Sony India ltd, it reveals that Sony is real as well as a
great leader in television segment.

Sony is masters in Bravia LCD TV .Sony has credibility in this product.

Sony as a brand is so popular in rich class people; they think it is nothing but a status
symbol.

Sony is facing tough competition with Samsung & LG because of reasonable price &
quality. when considered service attitude, one pricing policy, promotion policy, quality
of a product, professional appearance & knowledge of staff regarding product feature
sand function, Sony is far ahead from Samsung & LG.

Sony has a market share which comes in top leaders .

Sony has successfully delivering its promises to the customers which resulted in high
satisfactory response of respondents.

Sony television price are not competitive enough for all lower and middle class of
society.

Sony conduct promotional activity for attracting large

SUGGESTIONS

Sony television prices are high as compare with the other brands.
Sony need to improve there dealership network in small towns like Sagar.
Most of the respondents are dissatisfied with the after sales services provided by Sony.
Company should take corrective measures to improve after sales service.
Policy for dealers should be more flexible as few dealers are not satisfied in sagar with
there policies.

Measuring Customer Satisfaction and Perception for Sony Television in

Sagar City of Madhya Pradesh

Dear Respondent, We are conducting a small survey on Measuring Customer Satisfaction and
Perception for Sony Television and therefore we need your time to fill the following
questionnaire. This survey is the part of my study and I am ensuring you that no part of the
information will be used for any other purposes except academic work.
Section: A Demographic Profile
Name
Gender
Annual Family
Income in Rs.
Email (Optional)

Age
Profession
Mobile (Option)
Address

Section: B Question for detailed information

1. What attract you to buy Sony television from all other brand?
Price

quality

brand name

others

2. Are you satisfy with the price of Sony television?

Ye s

no

3. Did you get any offer or discount while purchasing Sony television?
Yes

no

4. Which brand of television you had before Sony?

Samsung

LG

Videocon

others

5. Why you switch for Sony television from previous brand?

Picture quality

brand name

new technology

other

6. From which source of media you get to know about Sony television?
Television

print media

internet

other

7. Are you satisfy with the dealership or availability of Sony television?

Yes

no

8. What you like the most in Sony television?

Sound

picture

features

other

9. Are you satisfy with the features of Sony television?

Yes

no

10. Will you recommend Sony television to others?

Yes

no

11. Are you satisfy with the after sale service of Sony television?
Yes

no

12. when did you purchase Sony television?

Jan- March

Apr-June

Jul-Sep

13. Are you satisfy with the performance of Sony television?

Yes

no

14. Are you satisfy with the availability of Sony television in Sagar?
Yes

no

BIBLIOGRAPHY

Oct-Dec

http://www.thehindu.com/business/made-in-india-tvs-from-sony-soon/article7496184.ece
http://www.consumerelectronics.blogspot.com
http://www.sony.co.in/productcategory/tv
http://www.sony.net/SonyInfo/CorporateInfo/
http://www.sony.net/SonyInfo/CorporateInfo/History/SonyHistory/
http://www.campaignindia.in/Article/246904,ms-dhoni-pitches-sony-bravias-crystal-clearquality.aspx