One of the most recognized brand names in the world today, Sony Corporation,
In
One of the most recognized brand names in the world today, Sony Corporation,
In
Sony
Sony is committed to ensuring that both the products and the marketing activities employed truly make a difference to people’s lifestyles and offer them new dimensions of enjoyment and an experiences which are ‘like no other’.
Research Methodology
Need For Study
The study aims to understand the major factors influencing the buying behaviors and analysis of the prospective customer’s for Sony products. This study will give insights to the marketer that would help the markets to understand the consumer segment and increase the buying pattern and general satisfaction level of this target group.
This helps the marketing people to arrive at meaningful ways to promote Sony products.
PROBLEM DEFINITION
“Studying Buying Behavior/Need Analysis & Generation of Prospective Customer List for SONY Products”
My study was conducted in Bhilai (District-Durg) which is a potentially growing town in state of Chhattisgarh. SONY has all sorts of outlets (SONY Exclusive & Multibrands counters) where people comes to see the electronic gadget and spend their money to purchase this gadget (Products)
Especially youth (20-30 years of age) are often considered to be interested to buy the SONY products due to the advanced technology and Brand image. The study undertaken revealed that the segment belonging to 30-40 years of age group consider that the SONY products are very costly. They also feel that the after sale service which is given by the Company is not as good in comparison with the amount charged for the goods.
The population of Bhilai is vast and it is 8, 25,837 in 2007. The youth population is also sizeable enough.
Since today the pace of change is not easy to recognize, it is not possible simply for the marketer to judge the taste, decision, trend, feature and pattern of consumer purchases. So my research problem is associated with the turbulent of change in technology.
RESEARCH OBJECTIVE
1. To study the buying pattern of people towards consumer goods.
2. To determine the major factors influencing the buying decision process of the target
group.
3. To set out some basic marketing implications for the marketers to cater to different needs
of the targets group.
4. To have some insights on the relationship between marketing stimuli and youth responses.
5. To serve as guideline for further research in this area.
1) What is the profile of customer in Bhilai with respect to products and services they purchase and the places they visit?
2) Which outlets/places are visited by them to purchase SONY products?
3) On what products and services do they spend most?
4) What are the sources of information for purchase of products?
5) How much do they spend?
6) How do they spend?
7) What are the basic factors influencing their buying decision process?
The study aims to understand the major factors influencing the buying behaviors and analysis the prospective customer’s for SONY products.
2) Purpose of Study.
This study is being made for summer training (Topic given -“Studying Buying Behavior/Need Analysis & Generation of Prospective Customer List for SONY Products”)
3) Place of Study.
Bhilai is the second-largest city in Chhattisgarh, India with a population of 5, 53,837 (2001 census}. The city is located 22 km west of the capital Raipur on the Howrah-Mumbai rail line, and National Highway 6.
4) Data Collection.
§ The data which has been chosen for this report was primary data and secondary data.
§ For the collection of data I have targeted the Nehru Nagar, Sectors areas and Supela due to heavy purchase of SONY products in this area.
§ The study takes place from 1st July to 15th August.
§ Data has been collected by preparing a set of questionnaire.
5) Sample Design.
§ I have taken the sample design of 60.
§ T- test is based on t- distribution and is considered an appropriate test for judging the significance of a sample mean.
§ Chi-square is an important non-parametric test and as such no rigid assumptions are necessary in respect of the type of population.
6) Data Analyzed.
Data will be analyzed through survey which is going to be held in some part of Bhilai.
7) Report Writing.
Report is going to be prepared in case of descriptive and diagnostic research studies, where descriptive research studies are those studies which are concerned with describing the characteristics of particular individual, or of a group, whereas diagnostic research studies determine the frequency with which something occurs or its association with something else. The studies concerning whether certain variables are associated are of diagnostic research studies. As against this, studies concerned with specific predictions, with narration of facts and characteristics concerning individual, group or situation are all examples of descriptive research studies.
Hypothesis
On the basis of the Diagnostic research conducted, the following hypothesis has been drawn.
Ø Family is most important influencers for the individual customer for making a purchase decision.
Ø Buying behaviors of customer whose monthly income is between 10.001-15,000 is different from those customers whose monthly income is above then 25,000.
Descriptive Studies – has been carried out, the objective of descriptive study was to find answer to questions like-“Who, what, where and when”. In conducting descriptive study statistical method has been adopted.
Statistical Method – has been applied, as statistical method is the most widely used method in marketing research and is the method usually implied when a survey is referred to. Data were collected for statistical studies by interviewing. The percentages and means have been use in the statistical method.
PARAMETRIC TESTS (t-TEST)
T- test is based on t- distribution and is considered an appropriate test for judging the significance of a sample mean or for judging the significance of difference between the means of two samples in case of small sample(s) when population variance is not known (in which case we use variance of paired t-test (or what is know as difference test) for judging the significance of the mean of difference between the two related samples. It can also be used for judging the significance of the coefficients of simple and partial correlations. The relevant test statistic, t, is calculated from the sample data and then compared with its probable value based on t-distribution (to be read from the table that gives probable values of t for different levels of significance for different degrees of freedom) at a specified level of significance for concerning degrees of freedom for accepting or rejecting the null hypothesis. It may be noted that t-test applies only in case of small sample(s) when population variance unknown.
NON-PARAMETRIC TEST (CHI-SQUARE)
Chi-square is an important non-parametric test and as such no rigid assumptions are necessary in respect of the type of population. We require only the degrees of freedom (implicitly of course the size of the sample) for using this test. As a non- parametric test, chi-square can be used
(I) as a test of goodness of fit and
(II) as a test of independence.
As a test of goodness of fit, x2 test enables us to see how well does the assumed theoretical distribution (such as Binomial distribution, Poisson distribution or Normal distribution) fit to the observed data. When some theoretical distribution is fitted to the given data, we are always interested in knowing as to how well this distribution fits with the observed data. The chi-square test can give answer to this. If the calculated value of x2 is less than the table value at a certain level of significance, the fit is considered to be good one which means that the divergence between the observed and expected frequencies is attributable to fluctuations of sampling. But if the calculated value of x2 is greater than its table value, the fit is not considered to be a good one.
As a test of independence, x2 test enables us to explain whether or not two attributes are associated. For instance, we may be interested in knowing whether a new medicine is effective in controlling fever or not, x2 test will helps us in deciding this issue. In such a situation, we proceed with the null hypothesis that the two attributes (viz., new medicine and control of fever) are independent which means that new medicine is not effective in controlling fever. But if the calculated value of x2 is greater than its table value, our inference then is that association is not because of some chance factor but it exists in reality (i.e., the new medicine is effective in controlling the fever and as such may be prescribed). It may, however, be started here that x2 is not a measure of degree of relationship or the form of relationship between two attributes, but is simply a technique of judging the significance of such association or relationship between two attributes.
In order that we may apply the chi-square test either as a test of goodness of or as a test to judge the significance of association between attributes, it is necessary that the observed as well as theoretical or expected frequencies must be grouped in the same way and the theoretical distribution must be adjusted to give to the same total frequency as we find in case of observed distribution. x2 is then calculated as follows;
x2= Σ (O – E) 2
E
Where
O = observed frequency of the cell in ith row and jth column.
E = expected frequency of the cell in ith row and jth column.
If two distributions (observed and theoretical) are exactly alike, x2 = 0; but generally due to sampling errors, x2 is not equal to zero and as such we must know the sampling distribution of x2 so that we may find the probability of an observed x2 being given by a random sample from the hypothetical universe. Instead of working out the probabilities, we can use ready table which gives probabilities for given values of x2. Whether or not a calculated value of x2 is significant can be ascertained by looking at the tabulated values of x2 for given degrees of freedom at a certain level of significance. If the calculated value of x2 is equal to or exceeds the table value, the difference between the observed and expected frequencies is taken as significant, but if the table value is more than the calculated value of x2, then the difference is considered as insignificant i.e., considered to have arisen as a result of chance and as such can be ignored.
SOURCES OF DATA
1) Primary Data Source
2) Secondary Data Source
Both primary and secondary data sources have been used for data collection.
Primary Data Source-The major source of data was the “Primary source”
Primary data was collected from:-
Ø Depth Interview
Ø Survey-Questionnaire
The major source of data was from the primary source. The primary data was collected from a sample of 60 customers in the age of between 20-30 years, by circulating the questionnaire to the respondents.
Secondary source – Secondary data was collected from different journal and reports of Sony products.
SAMPLING
SAMPLING PROCEDURE
Ø Universe Studied
The universe studies consisted of customer belonging to the age group of 20 to 40 years. Sony Exclusive, Bhilai.
Ø Sample Size
A sample of 60 customers between the age group of 20 to 50 years was selected, out of which most of customer are between 20 to 30 years
Ø Variables to be studied
Buying behavior pattern of customer, the attributes which the youth consider while making a purchase.
Ø Sample Design
Sampling Method.
Probability sampling method was adopted where each element in the universe has know/equal chance of getting selected.
Simple Random Sampling
Simple random sampling has been exercised. Simple random Sampling is the simplest possible probability sampling method.
(1.1) Below are the following people falling in different income groups who have participated in this survey.
| Income group | Below 10,000 | 10,000-15,000 | 15,000-25,000 | Above 25,000 | Total |
| Below 20 | 2 | 1 | 2 | Nil | 5 |
| 20-30 | 11 | 8 | 5 | 2 | 26 |
| 30-40 | 4 | 12 | 3 | 4 | 23 |
| 40-50 | 1 | 1 | 3 | 1 | 6 |
| Above 50 | Nil | Nil | Nil | Nil | Nil |
| Total Sample | 18 | 22 | 13 | 7 | 6 |
Objectives of Study
The objective of the summer training is to ensure that I as a management student develop in real life for handling the specific project and also to develop all roundness in various management activities related to the area of my specialization. This training gives me a substantial corporate exposure and also serves as a useful tool of interaction with the corporate sector.
The project has been derived from the field of ‘Marketing’ and is entitled as “Buying Behavior/Need Analysis & Generation of Prospective Customer List for Sony Products in Bhilai, Chhattisgarh”. The main idea behind this project is.
- To get an overall view of the product sale, promotion and problem faced by SONY Products.
- To make a knowledge about the market strategy of SONY in Bhilai.
Ø Time was a limitation with the quantum of data collected, hence analysis became difficult.
Ø The nature of project, which sometimes entered into personal zones like age, income etc. created some difficulties during data collection.
Ø There could have been efforts on a much detailed scale, but since time was limited, the scope got limited.
Ø As simple random sampling methods was adopted, the responders (units) selected by simple random sampling method was from different places, this causes a great deal of inconvenience.
Ø Sample which was taken for this Survey was only 60 due to time limitation and other constraints.
Chapter 2
Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej, Allwyn, and Voltas were the major players in the consumer durables market, accounting for not less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, and Aiwa came into picture. Today, these players control the major share of the consumer-durables market.
Consumer durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast because of rise in living standard and easy access to consumer finance. There is a wide range of choice as many foreign players are entering in the market.
Sector Outlook
There has been strong competition between the major MNCs like Samsung, LG, and Sony.
LG Electronics India Ltd. has announced its extension plan in 2006. The company is going to invest $250 million in
TCL Corporation is also planning to establish a $22 million manufacturing facility in
The Indian companies like Videocon Industries and Onida are also planning to expand. Videocon has acquired Electrolux brand in
According to Isuppli Corporation (Applied Market Intelligence), country's fiscal policy has encouraged Indian consumer electronic industry. The reduction on import duty in the year 2005-06 has benefited many companies, such as Samsung, LG, and Sony. These companies import their premium end products from manufacturing facilities that are located outside
Indian consumers are now replacing their existing appliances with frost-free refrigerators, split air conditioners, fully automatic washing machines, and color televisions (CTVs),which are boosting the sales in these categories,Some companies like Samsung Electronics Co. Ltd. and LG Electronics India Ltd. are now focusing on rural areas also. These companies are introducing gift schemes and providing easy finance to capture the consumer base in rural areas.
| Date/Years | 31/03/2002 | 31/03/2003 | 31/03/2004 |
| Sales | 37,331m | 30,100m | 43,096m |
| Sales Growth | - | -19.4% | 43.2% |
| Gross Profit Margin | 10.7% | 6.6% | 4.3% |
| Profit After Tax (PAT) | 1,019m | 940m | -1,202m |
| PAT Growth | - | -4.3% | -209.5% |
| Market Capitalization | 1,787m | 2,392m | 2,359m |
| P/E Ratio | 7.0 | 7.6 | -7.9 |
| Return on Capital Employed (ROCE) | 13.9% | 23.1% | 6.9% |
(2.2) Growth in 2005-06
| Consumer Durables | Growth |
| Air Conditioner | 20-25% |
| Refrigerator | 5-10% |
| Microwave Ovens | 25% |
| Washing Machines | 5-10% |
| Color Televisions (CTVs) | 15-20% |
| Black & White Televisions | -20% |
| Clock | 10% |
| Watch | 10% |
| VCDs | 30% |
| Consumer Electronics (Overall) | 9% |
Classification Of Consumer Durables Sector
Consumer durables Sector can be classified as follows:
1. Consumer Electronics includes VCD/DVD, home theatre, music players, color \
televisions (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc.
2. White Goods include dishwashers, air conditioners, water heaters, washing
machines, refrigerators, vacuum cleaners, kitchen appliances, non-kitchen appliances, microwaves, built-in appliances, tumble dryer, personal care products, etc.
3. Moulded Luggage including plastics.
4. Clocks and Watches
5. Mobile Phones
Sony's Story
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.
- X Series
Precision colour reproduction and high quality screen resolution are the key factors when creating the Bravia X-Series. Including features like a Full HD (1920 x 1080) LCD panel, Live Colour Creation and Sony’s intelligent picture enhancement technology- the Bravia Engine, your movies will come alive. The X-Series also offers astounding stereo sound to match the spectacular visuals, providing you a wholesome entertainment experience. Watching movies at home is never the same again.
- W Series
The era of High Definition has arrived and Sony’s Bravia LCD TVs are here to help you fully enjoy its advantages. Innovation, creativity and technology come into play in the creation of our LCD TVs, bringing an unprecedented level of realism and stunning clarity to your movies, both visually and aurally. With slim and stylish designs, Bravia LCDs can fit anywhere in your home. Additional features like faster response time and PC connectivity help create the full entertainment experience.
- V Series
Enjoy stunning image quality and convenience with Sony’s LCD Bravia V-Series, which on top of an unprecedented degree of detail, also provides high connectivity, thanks to the HDMI input that allows you to link up to any other HD sources like Blu-ray players, PlayStation 3 gaming console and HD camcorders. It delivers an uncompressed, all digital audio/ video interface between your Bravia TV and any HDMI-equipped audio/video components. Turn your viewing into an incredible experience now.
- S Series
The Sony Bravia LCD S-Series follows in the Sony Bravia line of high performance and stylish LCD TVs. Thanks to Sony’s unique S-PVA technology; you can now enjoy vivid colours, wide viewing angles and quick response time. Designed to be versatile, the S-Series is equipped with an extensive range of input interfaces; the PC input allows your TV to double up as a computer monitor; while with HDMI, you can hook your TV up with other compatible players. Experience the world of high definition now.
- G Series
With Sony’s Bravia LCD G series, you get to enjoy stylish design and superior image and sound quality. Be it for home or office use, you will find the G-series a great addition. The TVs come with user-friendly navigation, convenient front mounted controls, and an easily comprehensible remote control. You can also adjust the angle of the TV to suit viewers’ position with the base stand that can tilt, or choose to mount it on the wall with the Sony wall mounting bracket.
ü Home Theatre System
Combining the latest in video and audio technologies, Sony has developed a series of Home Theatre Systems that provides you with an enhanced home theatre experience. Our up scaling DVD players ensure the delivery of the best in video performance while our Digital Signal Processing guarantees a surround sound environment. Some are even compatible with the latest digital television and have dedicated audio input for connecting to your portable digital music players.
ü Cyber-shot (Digital Camera)
Everyone can be a photographer with the wide range of Cyber-shot cameras of Sony that aim to provide you utmost satisfaction. Packed with plentiful features like Super Steady Shot, High Sensitivity and Real Imaging Processor, you can be sure that each of our Cyber-shot cameras delivers a superior performance. To complement their functions, Sony has also developed a series of accessories that specifically caters to the Cyber-shot range.
ü Handycam (Video Camera)
It doesn’t matter if you are making family videos, filming documentaries or developing feature films. Whatever the purpose, we have the right kind of camcorder you need and can afford. Sony’s Handycam® Camcorders have a variety of different features and functions that help deliver spectacular video performances of stunning clarity.
ü VAIO
Combining form, function and the latest in technology, Sony provides a range of IT and computing devices, storage media, accessories and peripherals to better serve all your IT needs.
ü PlayStation
Gaming would not be the same without the invention of the Sony PlayStation series. In addition to the highly popular PlayStation 2, there’s the handy PlayStation Portable and next-generation console PLAYSTATION 3. Powerful consoles must be accompanied with compelling games, and Sony offers games of all genres to match your gaming preference.
ü X-plod
If you spend long hours in your car everyday, it’s important to equip it with enough entertainment so that you’ll never have a dull moment. Car audio entertainment need not be limited to just your favorite radio stations or CDs. Thanks to Sony Xplod mobile entertainment technology, you can enjoy music from more sources. You now can even experience visual entertainment with our innovative Touch-Screen Multimedia Centre receiver. Riding the car is never the same experience again.
ü Hi-Fi System
Audiophiles need look no further than Sony’s selection of high-power Hi-Fi Systems that can fill your whole room with high quality stereo sounds, thanks to superb speakers and powerful components.
ü Sony Ericsson
With Sony Ericsson’s colourful and innovative collection of mobile phones, you can definitely find one that will fit into your lifestyle, budget and shows off your character. We’ve also created a series of handy mobile phone accessories so you can spruce up your mobile phone’s appearance, prevent it from damage, or enhance its usage
ü WEGA (CRT) TV
It’s all about features, quality, style and price with Sony’s CRT TVs. Our range of CRT TVs offer analog and digital high-definition inputs, superior audio features and picture-enhancing technologies for superior visual and aural results.
About BHILAI
Bhilai is the second-largest city in Chhattisgarh, India with a population of 5, 53,837 (2001 census}. The city is located 22 km west of the capital Raipur on the Howrah-Mumbai rail line, and National Highway 6.
The word Bhilai came from the actual native tribes of this area called 'Bhilai', after them it was named Bhilai as with the formation of Bhilai Steel Plant.
The town is famous for the Bhilai Steel Plant, one of the largest in the world. Nearby mines, connected to the steel plant by specially built rail lines, supply it with iron ore, dolomite, and manganese. Some of the steel products manufactured by Bhilai Steel plant are railway sleepers, rails, construction materials, and other steel products. Other factories in Bhilai produce chemicals, acids, and gases.
There are important companies like Simplex, ACC, BSBK Private Limited and Bhilai Engineering Corporation Ltd which started as ancillary of BSP but of late have become international entities in themselves.
The nearest big railway station is Durg, other railway stations being Bhilainagar, Bhilai Powerhouse, Kumhari and Bhilai-3. Bhilai has earned a reputation for a good educational hub especially for sending large number of students to Indian Institutes of Technology and to other reputed institutes of the country. Three of the town's educational institutions viz.
During 1990 and 2000 Bhilai has emerged as an excellent educational centre in Chhattisgarh and Madhya Pradesh, both at school and college level. Six engineering colleges have come up in and around the city contributing to the educational needs in technological fields for the new developing state. Bhilai Institute of Technology, Durg is the pioneer of all the engineering colleges in the state. It is the only college in the state which is offering Six Post Graduate and Six undergraduate courses in professional studies.
Beside this Chatrapati Shivaji Institute of Technology, a fast emerging engineering institute has also contributed to the development of the area near Pisegaon, and has also emerged as one of the most beautiful structural building in the city. Other colleges like
Bhilai is divided among 11 sectors. Each sector has a community hall, schools, health centers and market. Sports facilities are also maintained. There are two main stadium i.e. Pant stadium and Jayanti Stadium. Many Outdoor stadiums are also there for handball, and badminton. Main market places are Power House Market, Supela Market, Civic center, Aakash Ganga, Sector -6 'A' market.
If you just want to check up the local hangouts, The Maitri Bag Zoo & Park is a nice place. The colorful musical fountain & the accompanying show are a must to watch. Sectors also have recreational parks where you can take a leisurely stroll. If you are serious about shopping and checking out the malls, Civic Center & Aakash Ganga are right choices. Things obviously tend to get a little expensive here, so for a price conscious buyer, the neighboring Durg and Sector-6 markets offer a welcome respite.
Bhilai is famous for Iron & Steel Plant. It is the only steel city of
The steel plant township which is the dominant populated area is basically an artificially created area of domicile. And the people who have made this their home have come from all parts of the country. This merging of peoples from all over of
The people of Bhilai also have a great tendency towards adopting new trends and life styles. Bhilai thus is a multicultural people from all over the world who have come and settled in this region. Bhilai people are also known for their simplicity, kindheartedness and adaptability. And this has emerged as the actual culture of Bhilai.
The people of this region are very fond of colours. The dresses they wear are all colourful. Women too wear sarees with Kardhani. In rural areas women wear “mala” (necklace) made of one rupee coins. Of course this has gone out of trend these days. The people of this region are also known for creating humour out of language. Comical plays are very popular and are worth watching.
Bhilai is rich in its cultural heritage. Bhilai has its own dance styles, cuisine, music, and traditional folk songs in which sohar song, bihav(marriage) song, and Pathoni songs are very famous. Sohar songs are related to childbirth, Bihav songs are related to marriage celebration. The main parts of Bihav songs are Chulmati, Telmati, Maymouri, Nahdouri, Parghani, Bhadoni and other songs related to Bhanver, Dowery and Vidai songs. Pathoni songs are related to gouna (departure of bride to bridegroom home). Seasonal Chhattisgarhi folk songs are Fag (Basant Geet), Baramasi (12 months), Sawnahi (in rainy seasons). Festival's related Chhattisgarhi folk songs are Cher-Chera songs (in welcome of new crops, child songs), Dohe of Rout Nacha (Dipawali), Sua songs (Dipawali).
Regional folk songs are Goura songs (worships Shivji & Parvati in Dipawali), Mata Seva songs, Janvara songs, Bhojali songs, Dhankul songs, songs of Nagpanchami. Loriya & playing songs of child are Loriya, Fugdi, Kau-Mau, Chau-Mau, Khuduwa (Kakdi), Dandi Pouha. Karma songs, Danda songs & Dewar songs are most popular of Entertainment songs in Bhilai.
Bhilai is rich in its cultural heritage. Durg has its own dance styles, cuisine, & music. Pandwani the musical narration of the epic Mahabharata, "Raut Nacha"(The folk dance of cow-herds) and the Panthi and Soowa dance styles are very popular in the region. Teejan Bai, the Pandwani artist was awarded Padmashree for her contribution to this dance style. Ritu Verma is also a well known name.
People of Durg celebrate marriage and other cultural festivals like Navakhani, Ganga Dushhara, Sarhul Chherka, Durga Puja, Dushara, Dipawali, Karma & Kartika, Guru Govind jayanti and Christmas.
In Bhilai with the brand names such as BRAVIA, Xplod, Sony hi-fi, Handy cam, Cyber-shot‚ WEGA, VAIO, Walkman, PlayStation, Sony has established itself as a value leader across its various product ranges of Audio/Visual Entertainment products, Information and Communications‚ Recording Media, Business and Professional products.
Bhilai located in the Indian state of Chhattisgarh, is a major travel destination of central
Consumers are mainly focused on the broad-scale adoption of new technologies that can empower them in previously unimagined ways. As a result, buying behavior of consumer is changing to adapting to new technological advances so rapidly that marketers or the consumer based enterprises sometimes cannot keep pace.
To maintain the pace of consumer for advanced technologies Sony is putting in the effort over the years in Bhilai region and has the limits of possibilities and boggled the mind with its breakthrough technology. In fact, it won’t be wrong to say that it’s been the soul of technology for the past few years.
Sony cutting-edge digital products have set new standards in entertainment for Bhilai customer.They have enriched and evolved Bhilai people lifestyle. Whether people consider the brilliance of the Sparkling Wega technology in its colour televisions or the incredible colour and clarity of BRAVIA in its LCDs, they are engineering marvels that bring images to life of Bhilai people.
The VAIO L panel PC turns conventional thinking of people of Bhilai. Its designer-thin sleek profile can change the look of any room. A retractable keyboard, an integrated handle and wireless LAN capability make it incredibly easy to operate. It’s a product that will take your breath away.
Sony also boasts of an incredible range of easy-to-use Handy cams and Cyber-shot digital still cameras. They are designing to capture and preserve precious moments with flawless detail, superb clarity and high colour accuracy.
People of Bhilai are music lover for those music enthusiasts, Sony’s range of personal audio is just what they need. It brings together superb technology, mind-blowing sound and compact design, like-never-before.
So, if Customer is thinking of bringing home a world-class entertainment product, he must choose a Sony. Simply because when it comes to design, Sony is like no other.
Understanding The Buying Behavior Of Bhilai
Consumers
Definition
Purchase decision making pattern that is a complex amalgam of needs and desires, and is influenced by factors such as the consumer's (1) societal role (parent, spouse, worker, etc.), (2) social and cultural environment and norms, and (3) aspirations and inhibitions.
Buying Behavior is in the Advertising, Marketing, & Sales and Purchasing & Procurement subjects.
Buying Behavior appears in the definitions of the following terms: marketing research, advertisement (ad), ACORN, economic environment, activities, interests, opinions (AIO) and consumer research.
Buying Behavior appears in these other term: consumer buying behavior.
Reference groups can have potent influence on behavior in general, and they may also be very influential on consumer behavior, considering the ‘Consumer Goods Segment’. Family and friends in specific are considered before making a decision about purchasing a product. But their purchase decision depends completely on self-opinion.
- Televisions,
- Hi-fi Audios
- Home Theater systems and DVD players
- Personal Audio (CD/Cassette Radio Players and Walkman)
- Audio Video Accessories
- Car Audio and Visual Systems
- Notebooks,
- Gaming Consoles
- Camcorders and Digital Still Cameras
- Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers),
- Mobile Phones
- Recording Media and Energy Devices
- Broadcast and Professional products
Sony's recent products TFT monitors, plasma monitors, LCD projectors, PC speakers and storage media services are distributed through retailer, corporate partner and IT retail outlet. The latest camcorder Sony DCR-SR90E, is really getting popular in
The company's profile is so strong in
Marketing Implications
Marketers should realize that today’s customers are an aware lot and they have an attitude. The consumer goods market is a sensitive market one that has to be handled with a great deal of care. The rules are simple
Ø Do not overstate
Ø Do not be obvious
Ø Do not patronize
Instead of giving the customers respect and freedom to make their own choice, the marketer should synchronize their product and service value with customer attitudes. The marketers should dare to be different and unconventional, so that their products click, if they were targeted at the customer special youth, who in turn are willing to experiment with something new.
The marketer should understand the customer to have a strong sense of identification and a sense of attitude that they sniff out of imaging. It has been observed that offering value addition also works in the youth market. Sony should initiate research in different product categories and this should take into consideration the brand likeability, appeals.
What has to be kept in mind is that the product should have an emotional appeal and should click the target group.
SWOT Analysis
STRENGTHS
- Presence of established distribution networks Sony Exclusive in
2. Presence of well-known brands.
3. In recent years, Sony Exclusive and Multi-Brand counters has increased its
share in the Bhilai market ageists Grey market.
WEAKNESSES
- Demand is seasonal and is high during festive season.
2. Demand is less in the month of june and july.
3. Poor spending on infrastructure (Display) as compared to Sony World in
4. Low purchasing power of consumers.
OPPORTUNITIES
1. In Bhilai, the penetration level of Consumer goods is lower as compared to other city like
2. Unexploited rural market.
3. Rapid urbanization.
4. Increase in income levels, i.e. increase in purchasing power of consumers.
5. Easy availability of finance (Sony 0% finance Offer)
THREATS
- Higher price of products as compared to other companies’ products may drives the customer switch to other company products.
2. Service which is given by Sony Service Bhilai is not completely satisfactory.
Chapter 3
Empirical Study on Problem Faced By Sony Products.
One of the objectives of my project report was to analysis the problems faced by SONY products in Bhilai market, for that I have prepared a set of questionnaire to analysis and interpreted that problems which is faced by SONY products in Bhilai.
Data Analysis and Interpretation
(A) Analysis of Questionnaire and discussion (PART-I)
The analysis has been carried out with respect to 9 vital questions
1) Age mix of sample. (Age [in years] + Gender) (3.1)
| Age(in years) | Below 20 | 20-30 | 30-40 | 40-50 | Above 50 | Total |
| Male | Nil | 20 | 21 | 3 | Nil | 44 |
| Female | 5 | 6 | 4 | 1 | Nil | 16 |
- Out of total of 60 respondents interviewed there are 44 male and 16 female.
- While analysis of the data it was found out that 5 female belong to the Age group of below 20.
- While in the Age group of 20 to 30 there are 20 male and 6 female.
- In the Age group of 30 to 40 there are 21 male and 4 female respondents.
- But in the Age group of 40 to 50, only 3 male and 1 female have participated.
2) Educational profile of Respondents. (3.2)
Bhilai city is famous for his educational excellence, so I have decided to collect some information about the respondent’s educational profile, so that marketer can understand deeply which kind of consumers buy or interested for electronic gadget.
From the survey it was found that in city like Bhilai people are highly qualify, after studying the respondents educational profile where out of 60 respondents, 53% are graduates and 26 % are post graduates, so that it’s shows that people are highly qualified for using electronic products.
| Educational Profile Male | Respondents. |
| Up to School Level | 5% |
| Up to Higher Secondary | 16% |
| Graduates | 53% |
| Post Graduate | 26% |
3) Family Size of the Respondents.(3.3)
- While doing the survey It was found that there are 30 respondents whose family size is less then 4 member
- While 25 respondents has chosen the option of 4 to 6 members in there family
- Remaining 5 have selected the option of more then 6 member in there family.
| Family Size | Respondents. |
| Less then 4 Member | 30 |
| 4 to 6 Member | 25 |
| More then 6 Member | 5 |
| Total | 60 |
4) Monthly Income of the Respondents. (3.4)
It was found that most of the respondents who have participated in the survey are belong to the income group of below 10,000 and 10,000-15,000 monthly income.
| Income | Respondents. |
| Below 10,000 | 18% |
| 10.000-15,000 | 22% |
| 15,000-25,000 | 13% |
| Above 25,000 | 7% |
| Total | 60 |
5) Awareness of Respondents for SONY Products. (3.5)
- It was found that most of the respondents are aware of SONY Ericsson, Cyber-Shot and Handycam.
- But in the compression of these three above products respondents are lacking awareness of the SONY Products.
6) Respondents interested to buy Sony Products. (3.6)
Again we have found the same result when we have analyzed the respondents interest to buy Sony products where 30% respondents has say that they wanted to buy SONY Ericsson and 25% respondents wants to purchase SONY WEGA.
But in the case of buying the Cyber-Shot and Handycam respondents have show less interest as comparing to the previous question asked awareness of SONY Products.
HYPOTHESIS TESTING FOR COMPARING TWO RELATED SAMPLES
Sample taken from 60 respondents.
State at 5 per cent level of significance.
(Sample 1) Awareness of Respondents for SONY Products
(Sample 2) Respondents Interested to buy SONY Products.
| Products | Bravia | Cyber-Shot | Vaio | X-plod | Handycam | Play Station | Walkman | Sony Ericsson | Wega | Sony hi-fi |
| Aware Respondents | 2 | 14 | 3 | 1 | 14 | 9 | 7 | 36 | 12 | 2 |
| Interested Respondents | 6 | 10 | 3 | 2 | 8 | 4 | 8 | 30 | 25 | 4 |
Use paired t-test for answer.
Solution- Take the percentage of aware respondents as X and the Percentage of Interested respondents as Y and then the null hypothesis that the mean of difference is zero, we can write;
H0 : µ1 = µ2 which is equivalent to test H0 : Ď = 0
Ha : µ1 < µ2 (as we want to conclude that respondents are keen to purchase Sony products)
As we are having matched pairs, we use paired t-test and work out the test statistic t as under;
t = Ď – 0
_________
σdiff/√n
To find the value of t, we shall first have to work out the mean and standard deviation of differences as shown below:
| Products | Aware Respondents (X) | Interested Respondents (Y) | Difference (D= X-Y) | Difference Squared (Ð) |
| Bravia | 2 | 6 | -4 | 16 |
| Cyber-Shot | 14 | 10 | 4 | 16 |
| Vaio | 3 | 3 | 0 | 0 |
| X-plod | 1 | 2 | -1 | 1 |
| Handycam | 14 | 8 | 6 | 36 |
| Playstation | 9 | 4 | 5 | 25 |
| Walkman | 7 | 8 | -1 | 1 |
| Sony Ericsson | 36 | 30 | 6 | 36 |
| Wega | 12 | 25 | -13 | 169 |
| Sony hi-fi | 2 | 4 | -2 | 4 |
| η = 10 | | | ΣD = 0 | Σ(Ð) = 304 |
▲ Mean of Difference or Ď = ΣD ∕ η
= 0 ∕ 10
And standard deviation of difference or
σdiff = √ Σ (Ð) – (ΣD)2 . η / η -1
= √304 – (0) 2 x 10 / 10 -1
= √33.778
= 5.812
Hence, t = Ď – 0
_________
σdiff/√n
t = 0 - 0
_________
5.812/√10
Degree of freedom = n – 1 = 10 – 1 = 9
As Ha is one-sided, we shall apply a one-tailed test ( in the left tail because Ha is of less than type) for determining the rejection region at 5 per cent level which comes to as under, using the table of t- distribution for 9 degree of freedom:
R: t< - 1.833
The observed value of t is 0 which falls in the rejection region and thus, we reject H0 at 5 per cent level and conclude that responder are aware of Sony products when times comes to purchase it they show lack of interest in it.
7) Place where the respondents wanted to purchase Sony Products.(3.7)
It has been notice that most of the respondents wanted to purchase SONY products from Multi-Brands counters, behalf of this choice respondents has replied that when visiting Multi-Brand counters, they get other company products too from where they can compare the SONY products with other company products.
| Counters | SONY World | SONY Exclusive | Multi-Brand Counters | Total |
| Interested Customer | 10 | 15 | 35 | 60 |
8) Factor that are influence respondents to purchase SONY Products.(3.8)
By the survey it has been notices that the most important factors that influence the respondents were the company brand name and products feature.
| Rank | Factors |
| 1st | Company brand name |
| 2nd | Product feature |
| 3rd | Promotion activities |
| 4th | Influenced by others |
| 5th | Price |
| 6th | Services |
9) When Respondents prefer to buy SONY products. (3.9)
- It was found that most of the respondents wanted to purchase products in the offers schemes, where buyer enjoy most of the benefits after purchase the products.
- So it has been noted that respondents mostly wanted to purchase the products in the periods of discount offers which is given by company or Dealers to its customers.
| Offers | Interested Respondents |
| | 20% |
| Discount Offer | 50% |
| Finance Offer | 30% |
B) Analysis of Questionnaire and discussion [SONY BRAVIA (PART-II)]
Respondents are aware of which BRAVIA models.
2) This features Respondents like in the S Series model.
While analyzing which is the best model of BRAVIA LCD, so our most of the respondents has replied the S series model, out of 60 respondents 35 respondents has choice the S series the best one.
Mean while 15 respondents have choice V series as the best one, where as 4 and 5 respondents has made their choice for the W Series and X Series respectively.
And in the case of G Series only 1 respondent has shown interest.
Know the objective was to find out which features influence respondents to choice S Series Model. It was noted that price and picture quality are those feature which make S series so popular among the respondents.
HYPOTHESIS TESTING FOR SAMPLE TAKEN FROM SURVEY.
Sample taken from 60 respondents.
(Sample) These features make S series so popular.
| Features | Performance (1) | Colours [x.v.colour] (2) | Service (3) | Picture Quality (4) | Audio (5) | Price (6) |
| Responders | 6 | 12 | 4 | 15 | 3 | 20 |
By applying x2 (chi-square) test.
Solution -
Let take the hypothesis that the sample is unbiased. If that is so, the probability of obtaining any one of the six numbers is 1/6 and as such the expected frequency of any one number coming upward is 60 x 1/6 = 10.Now writing the observed frequencies along with expected frequencies and work out the value of x2 as follows:
| Features | Observed frequency | Expected frequency | (O-E) | (O-E)2 | (O-E)2/E |
| 1 | 6 | 10 | -4 | 16 | 1.6 |
| 2 | 12 | 10 | 2 | 4 | 0.4 |
| 3 | 4 | 10 | -6 | 36 | 3.6 |
| 4 | 15 | 10 | 5 | 25 | 2.5 |
| 5 | 3 | 10 | -7 | 49 | 4.9 |
| 6 | 20 | 10 | 10 | 100 | 10 |
| | | | | Chi-square= | 23 |
Hence, the calculated value of x2 = 23
▼ Degree of freedom in the given problem is
(η – 1) = (6 – 1) = 5
The table value of x2 for 5 degrees of freedom at 5 per cent level of significance is 11.071. Comparing calculated and table value of x2 , we find that calculated value is more than the table value and as such could have arisen due to fluctuations of sampling. The result, thus, not support the hypothesis and it can be concluded that the sample is biased.
What make BRAVIA S Series Model so popular?
Uncompromised Superb Picture quality
BRAVIA S series TV is designed to bring your images to life unlike you’ve experienced in conventional television. BRAVIA S series Full HD 1080 resolution and advanced BRAVIA Engine will ensure that every image retains its full visual beauty, while Sony’s unique Live Colour Creation technology brings out deep vibrant colour tones and motion flow 100Hz ensures that you receive remarkably smooth action and sports scenes. All of this technology culminates to display a perfect image on BRAVIA S series 10- bit panel for an experience that you just can’t find anywhere else.
Audio Empowered
Through years of innovation and research, Sony has come to produce S-Force Front Surround for a complete surround sound experience from just the front speakers of your BRAVIA S series. Along with the exciting new voice Zoom technology which allows you control over the dialogue and voices of your television viewing, Sony is taking the television experience to unheard of levels.
Sophisticated Design
In today’s high class society, the experience would not be complete without a modern and well designed frame to show it off to the world. BRAVIA S series starts with the amazing floating glass design created from the ground up by Sony’s lead engineers and expands on the concept with a premium midnight blue finish. This enhanced styling makes BRAVIA S series stand out as the centre of attention in any living space.
BRAVIA Engine
BRAVIA S series TV is renowned for its colour quality and clarity of detail, unmatched by any other TV. At the heart of the BRAVIA S series TV is the BRAVIA Engine, a unique fully digital processor. This engineering marvel processes and refines images from the source for the final, beautiful, BRAVIA image.
Incredible Colour and Clarity
BRAVIA engine processes every image to ensure that you receive the deepest blacks, truest colours and unmatched image clarity.
The BRAVIA Experience
This innovative image processor acts as a complete digital processing studio for every image you view, for entertainment that is as remarkable and clear as it is in reality.
Ultra-Wide viewing Angle (178۫ ) This almost semi-circular viewing angle means the BRAVIA experience can be enjoyed from many positions as well as by many more people seated in front of the BRAVIA S series LCD TV. Advanced Contrast Enhancer (ACE) By reproducing fine levels of gradation and dynamically controlling the contrast of every image, the Advanced Contrast Enhancer delivers superior light, mid and dark tones in every scene. Now you can enjoy those deep dark scenes without sacrificing the brightness of the lighter elements.
BRAVIA S series HD World
BRAVIA S series brings your entertainment experience together in one place. With unique new technologies designed to enrich and enhance your experience, nothing delivers a combination of visual and audio in-home experience quite as stylishly in the BRAVIA S series. Below are the flowing Products.
· Play station
· VAIO
· HD Handycam
· Digital Broadcast
· Digital SLR α
· Cyber-shot
· Blu-ray Disc Player
Cinematic Experience
Delve into a surrounding theatrical experience with Sony technologies that deliver the most realistic and captivating entertainment available. This way you can enjoy every film exactly as it was originally intended on your BRAVIA S series LCD TV.
One Touch Entertainment
Watch as your entire entertainment system comes alive with the push of a single button! With BRAVIA S series theatre Sync, each entertainment device synchronizes itself with the others so that a single command can bring every system online and playing your favorite programmes instantly.
Theatre Mode
Working in close collaboration with Sony Pictures Entertainment has allowed for the creation of Sony’s Theatre Mode. As Sony’s authorized picture setting for films, this setting accurately balances the colours of dark scenes and retains an appreciable amount of “film-grain”, so you experience every film exactly the way the director intended!
(C) Analysis of Questionnaire and discussion [Sony Handycam (PART-III)]
Respondents are aware of which model of Handycam.
From the balance 23 respondents, 21 respondents have chosen MiniDV Handycam as the best one; where as 4 and 8 responders have chosen the High definition and DVD Handycam respectively.
Know the objective was to find out which features influence respondents to choice HDD format Handycam. It was noted that In-Built memory and Technology are those feature which make HDD Handycam so popular among the respondents.
HYPOTHESIS TESTING FOR SAMPLE TAKEN FROM SURVEY.
Sample taken from 60 respondents.
(Sample) Which features make (Hard disk format) Handycam so popular.
| Features | In-Built memory (1) | Easy to carry (2) | Technology (3) | Easy to operate (4) | Influenced by others (5) | Price (6) |
| Responders | 40 | 3 | 10 | 3 | 1 | 3 |
By applying x2 (chi-square) test.
Solution -
Let take the hypothesis that the sample is unbiased. If that is so, the probability of obtaining any one of the six numbers is 1/6 and as such the expected frequency of any one number coming upward is 60 x 1/6 = 10.Now writing the observed frequencies along with expected frequencies and work out the value of x2 as follows:
| Features | Observed frequency | Expected frequency | (O-E) | (O-E)2 | (O-E)2/E |
| 1 | 40 | 10 | 30 | 900 | 90 |
| 2 | 3 | 10 | -7 | 49 | 4.9 |
| 3 | 10 | 10 | 0 | 0 | 0 |
| 4 | 3 | 10 | -7 | 49 | 4.9 |
| 5 | 1 | 10 | -9 | 81 | 8.1 |
| 6 | 3 | 10 | -7 | 49 | 4.9 |
| | | | | Chi-square= | 112.8 |
Hence, the calculated value of x2 = 112.8
▼ Degree of freedom in the given problem is
(η – 1) = (6 – 1) = 5
The table value of x2 for 5 degrees of freedom at 5 per cent level of significance is 11.071. Comparing calculated and table value of x2 , we find that calculated value is more than the table value and as such could have arisen due to fluctuations of sampling. The result, thus, does not support the hypothesis and it can be concluded that the sample is biased.
What make HDD (Hard disk format) Handycam so popular?
Hard Disk Drive
Enjoy the advantage of recording on a HDD Handycam, Lots of space for your memories – Each HDD camcorder comes equipped with a spacious, built-in Hard Disk Drive, where you can record high-quality videos.
HDD Smart Protection – A shock Absorber, 3G Sensor and Video Stream Buffering protect data from being damaged in case of a fall.
Carl Zeiss® Lens
Carl Zeiss® lenses are known for their high resolution, high contrast and excellent colour reproduction. HDD Handycam camcorder features one of the Carl Zeiss® (Vario-Tessar) lenses for optimal image quality.
Vario-Tessar
Enjoy true-to-life recordings with high contrast and rich colours with the Vario-Tessar lens to bring out the best in every captured moment.
Hybrid
Store your memories with maximum convenience through Sony’s HYBRID Handycam models. Now you can enjoy the flexibility of recording and copying yours images and videos to different media types without the use of a PC. Enjoy the true freedom of HYBRID recording.
Optical and Digital Zoom
The powerful Optical Zoom capability allows you to focus tighter on your subject with no loss of image quality. Furthermore, with Digital Zoom you can greatly enlarge the image even further to view every detail.
Zoom Mic
With advanced Zoom Mic feature, your audio is now linked to the zoom level of your Handycam. So, when you zoom in to get up close to your subject, the audio will also focus in on them for clear and personal sounds.
Film Roll Index
With film Roll Index, you can quickly and easily preview each video. Set custom intervals to have each video neatly organized into easy-to-browse thumbnails. Forget watching and waiting for the scene you want, now you can quickly scan and skip straight to it.
Quick On
Now you can capture and enjoy the most unexpected of moments with the innovative new Quick On feature from Sony. When your Handycam is powered-on, a push of Quick On button will quickly place the camcorder into a sleep mode, saving you power and worry over battery life.
Electronic (Super Steady Shot)
Using built- in gyroscopic sensors, Super Steady Shot is able to automatically detect and compensate for the small shakes that occur naturally when recording without a tripod. This way you receive rock steady clear images in any condition.
(D) Analysis of Questionnaire and discussion [Sony Cyber-Shot (PART-IV)]
Respondents are aware of which model of Cyber-shot
While analyzing which is the best Series in Cyber-Shot, most of our respondents replied the DSC-S series. Out of 60 respondents 26 respondents chose the DSC-S series as the best one.
Meanwhile, 18 respondents chose DSC-W series as the best one, whereas the other12 and 4 responders gave their choice to the DSC-T series and DSC-H series respectively.
Now the objective was to find out which features influence respondents to choose DSC-S series. It was noted that price of DSC- S series make itself as the most popular series comparing to other models.
HYPOTHESIS TESTING FOR SAMPLE TAKEN FROM SURVEY.
Sample taken from 60 respondents.
(Sample) These features make DSC-S series so popular.
| Features | Respondents Sample |
| Effective mega pixels (1) | 4 |
| Zoom (2) | 2 |
| Imaging Processor (3) | 1 |
| CCD Size (4) | 1 |
| Lens (5) | 1 |
| Size of LCD Monitor (6) | 2 |
| | 5 |
| ISO Sensitivity (8) | 2 |
| Face Detection (9) | 2 |
| Scene Selection Modes (10) | 3 |
| Colour Mode (11) | 3 |
| Recording Movie Modes (12) | 2 |
| Body Size (13) | 4 |
| Weight (14) | 6 |
| Macro Focus Range (15) | 5 |
| Internal Memory (16) | 1 |
| Supplied Accessories (17) | 5 |
| Price (18) | 11 |
By applying x2 (chi-square) test.
Solution –
Let take the hypothesis that the sample is unbiased. If that is so, the probability of obtaining any one of the six numbers is 1/18 and as such the expected frequency of any one number coming upward is 60 x 1/18 = 3.Now writing the observed frequencies along with expected frequencies and work out the value of x2 as follows:
| Features | Observed frequency | Expected frequency | (O-E) | (O-E)2 | (O-E)2/E |
| 1 | 4 | 3 | 1 | 1 | 3.34 |
| 2 | 2 | 3 | -1 | 1 | 3.34 |
| 3 | 1 | 3 | -2 | 4 | 1.34 |
| 4 | 1 | 3 | -2 | 4 | 1.34 |
| 5 | 1 | 3 | -2 | 4 | 1.34 |
| 6 | 2 | 3 | -1 | 1 | 3.34 |
| 7 | 5 | 3 | 2 | 4 | 1.34 |
| 8 | 2 | 3 | -1 | 1 | 3.34 |
| 9 | 2 | 3 | -1 | 1 | 3.34 |
| 10 | 3 | 3 | 0 | 0 | 0 |
| 11 | 3 | 3 | 0 | 0 | 0 |
| 12 | 2 | 3 | -1 | 1 | 3.34 |
| 13 | 4 | 3 | 1 | 1 | 3.34 |
| 14 | 6 | 3 | 3 | 9 | 3 |
| 15 | 5 | 3 | 2 | 4 | 1.34 |
| 16 | 1 | 3 | -2 | 4 | 1.34 |
| 17 | 5 | 3 | 2 | 4 | 1.34 |
| 18 | 11 | 3 | 8 | 64 | 21.34 |
| | | | | Chi-Square= | 57.1 |
Hence, the calculated value of x2 = 57.1
▼ Degree of freedom in the given problem is
(η – 1) = (18 – 1) = 17
The table value of x2 for 17 degrees of freedom at 5 per cent level of significance is 27.587. Comparing calculated and table value of x2 , we find that calculated value is more than the table value and as such could have arisen due to fluctuations of sampling. The result, thus, not support the hypothesis and it can be concluded that the sample is biased.
What make DSC-S series so popular?
Face Detection Technology
Sony’s innovation Face Detection technology detects up to three faces and automatically
adjusts the focus, exposure, white balance and even flash control on different faces in a
single shot. Capturing the perfect portrait for all occasions has never been easier!
High Sensitivity
Expanding the ISO sensitivity up to ISO 1250, this function captures the perfect mood in high detail whether it’s a moving object or even under low-light conditions.
The
Scene Selection
Select a suitable scene mode in any situation to capture the perfect moment. And no need to make any manual adjustments too!
Lithium-ion Batteries
Take more pictures wherever you go! With the smaller and lighter hybrid lithium-ion battery powering the Cyber-shot S750, you get a sleeker, more lightweight camera that’s easier to carry around with you on the go.
High Stamina
No more worries about battery exhaustion! With Cyber-shot S730, you can shoot up to 440 pictures [With optional Ni-MH AA type battery (2500mAh) x 2] at a go.
Chapter 4
Finding and Suggestion
Findings and Suggestions
ü Marketers should innovating new products with unique features having some multipurpose utility which could create an appeal to the customers, for example, company can manufacture those Cyber-Shot cameras having the capacity of 30 to 40 GB hard Disk memory which record up to 20Hrs to 27Hrs of video Recording as Hard Disk Drive Handy-cam can do.
ü In case of price, price of products should not be too high. Marketer should follow the strategy of ‘Good quality and services in fewer prices’. That can attract customers.
ü It was seen that generally customers like to visits those outlets which are frequently visited by other customers, customers generally prefer Multibrands counters because lots of products can be seen at on place (including Sony products), so Sony Exclusive have to sharp look on the updated version Sony products at there showroom.
ü Regarding promotion marketers Sony Exclusive must build up unique imagery appeal for their Sony products through advertisement (For example like Sony has an imagery of quality).
ü More intense research works should be initiated, studying the specific needs and attributes sorted by the customer for different kinds of product categories.
Chapter 5
Conclusion
Conclusion
Before taking up the aspect of respondents buying behaviour, few points about the sample are to be considered.
Ø The sample size was 60, consisting the Nehru Nagar, Sectors areas and Supela, Bhilai.
Ø Respondents mainly belong to the age groups 20 to 30 years.
Ø Respondents mainly belong to the Monthly income group of 10,000 – 15,000.
Ø Most of the respondents are Graduates and Post Graduates.
Ø All respondents are resident of Bhilai.
Ø Sample consists of youth belonging to different socio-economic group. But a majority of respondents belonged to the middle class.
It is important to consider these points because the conclusions are valid for this population only.
By the age Mix Sample it was found that most of the respondents are male how want to purchase those products how are technically very advanced as per the launched of new products came they rush to Sony outlets (Sony Exclusive or Multi-Brand counters) to buy those products, as comparing to female they have less interest in products advancement as compared to there necessity requirement. Most of respondents who belong to the monthly income group of Rs10,000 – Rs15,000 buy the Sony products from finance scheme which is offered by Sony India private Limited.(0 % Finance offer).Bhilai city is famous for his educational excellence, so it was decided that in this survey we are going to collect some information about the responder educational profile, so that marketer can understand deeply which kind of consumers buy or show interest for Sony products, by the way it can be noticed that most of the respondents are Graduates and Post Graduates who are technically have good skill of handling electronic products.
Maximum numbers of respondents who participate in the survey have a family size less then 4 members and they are most potential customers of Sony, this is because with the average monthly income of 10,000 – 15,000 they easily choose the finance offer which Sony gives.
But their purchase decisions are completely self influenced. The customer is found to be very careful in the expenses and often keep a check on it and always consider family’s financial position before purchasing. They do not prefer the finance offer which the company gives to them; they prefer to buy on cash discount. All these show that customer makes a conscious decision.
Bibliography
1) Kotler Philip, “Marketing Management”,8th Edition, June, 1995, Page no. 172-197.
2) Boyd, Westfall, Stasch, “Marketing Research”, 7th Edition, 1998, The Marketing Research process, Page no. 63-127,311-465.
3) Schiffiman Leon G. and Leslie Layas Kanuk, “Consumer Behaviour”, 6th Edition, 1997, Market Segmentation, Page no. 48-64, Consumer Behaviour, Page no. 376-392, Consumer Decision Making, Page no. 503-508.
4) Schiffman-Kanuk Consumer Behaviour- Prentice Hall of INDIA
5) Neal Mc, James V, An Introduction to consumer behaviour,
6) Kothari, C. R. – Research Methodology, New Delhi, New Age International (P) Ltd, Edition 2006
Websites
1) Google Search Engine (www.google.co.in)
2) Yahoo Search Engine (www.Yahoo.co.in)
3) Sony India Private Limited official Website (www.sony.co.in)
Buying Behavior/Need Analysis & Generation of Prospective Customer List for SONY Products
“QUESTIONAIRE”
We would be thankful if you share some of your valuable opinion regarding the following questionnaire.
I assure you that the information provided by you will be kept confidential and will be used for academic purpose only.
Please put a tick (√) in appropriate brackets.
PART - I
1. Name:………………………………………………….
2. Age (in years)
Below 20 ( ) 20 – 30 ( )
3 0 - 40 ( ) 40 - 50 ( )
50 Years & above ( )
3. Gender
Male ( ) Female ( )
4. Educational Profile
Up to School level ( ) Up to H.S ( )
Graduates ( ) Post Graduate ( )
5. Family Size
Less then 4 member ( ) 4 to 6 member ( )
More Then 6 member ( )
6. Monthly Income (in Rupees)
Below 10,000 ( ) 15,001 – 25,000 ( )
10,001 – 15,000 ( ) Above 25,000 ( )
7. Did you know about SONY Products?
Bravia ( ) Handycam ( )
Cyber-Shot ( ) Playstation ( )
Vaio ( ) Walkman ( )
X-plod ( ) Sony Ericsson ( )
8. Which product you have buyed in SONY or having interested to buy it? (Tick 3 product)
Bravia ( ) Handycam ( )
Cyber-Shot ( ) Playstation ( )
Vaio ( ) Walkman ( )
X-plod ( ) Sony Ericsson ( )
WEGA ( ) Sony hi-fi ( )
9. From where you like to buy the SONY Product and Why?
Sony World ( ) Sony Exclusive ( )
Multi-Brand counter ( ) {Name}
(1)………………………...
(2)………………………...
(3)…………………………
Why?
………………………………………………………………………………………….
…………………………………………………………………………………………..
10. Rank the factor that are influence you to purchase SONY products in the scale of
1 to 6, (1being the highest and 6 being the lowest)
Company brand name ( ) Promotion activities ( )
Product feature ( ) Price ( )
Services ( ) Influenced by others ( )
Any other (Please specify)
…………..…………………......................
11. When you prefer to buy Sony products?
Sales offer ( ) Discount offer ( )
Any other (Please specify) …………………………………………….
12. View about Sony products?
………………………………………………………………………………
.……………………………………………………………………………...
PART - II
SONY BRAVIA.
- Are you aware of BRAVIA Models?
W series ( ) X series ( )
V series ( ) G series ( )
S series ( )
2. Which model or home theatre series you have purchased or interested to buy and
Why?
BRAVIA models (Starting Onwards*)
W series ( ) X series ( )
[MRP Rs. 64,990 /-*] [MRP Rs. 179,900 /-*]
V series ( ) G series ( )
[MRP Rs. 52,990 /-*] [MRP Rs. 24,990 /-*]
S series ( )
[MRP Rs. 34,990 /-*]
Why?
…………………………………………………………………..........
………………………………………………………………………..
BRAVIA Theater
DAV-DZ777 ( ) DAV-DZ570 ( )
DAV-DZ370 ( ) DAV-DZ270 ( )
Why?
…………………………………………………………………..........
………………………………………………………………………..
3. Which features you like in BRAVIA?
Performance ( ) Picture Quality ( )
Colours [x.v.colour] ( ) Audio ( )
Service ( ) Any other ……………………...
(Please Specify)
Why?
…………………………………………………………………..........
………………………………………………………………………..
4. View about SONY BRAVIA?
…………………………………………………………………..........
-------------------------------------------------------------------------------------------------
PART - III
SONY HANDYCAM.
1. Are you aware of HANDYCAM Models? (Starting Onwards*)
Mini DV models - [Prices Starting from Rs 14990 to 16990 onwards*]
DCR-HC54/E ( ) DCR-HC52/E ( )
DVD Models - [Prices Starting from Rs 19990 onwards*]
DCR-DVD610/E ( ) DCR-DVD710/E ( )
DCR-DVD810/E ( ) DCR-DVD910/E ( )
Hard Disk Models - [Prices Starting from Rs 24990 onwards*]
HDR-SR10/E ( ) HDR-HC9/E ( ) DCR-SR85/E ( )
DCR-SR65/E ( ) DCR-SR45/E ( )
2. Which series of HANDYCAM you have purchased or interested to buy and
Why?
HDR-SR10/E ( ) DCR-DVD910/E ( )
DCR-HC54/E ( ) Any other (please Specify)…………………...
Why?
…………………………………………………………………..........………
……………………………………………………………………………….
3. What influence you to buy HANDYCAM? (Tick out 3)
Easy to carry ( ) Easy to operate ( )
Technology ( ) Influenced by others ( )
Any other (please Specify)………………….....................................................
4. View about SONY HANDYCAM?
…………………………………………………………………........................
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PART - IV
SONY CYBER-SHOT.
1. Are you aware of CYBER-SHOT Models?
DSC- W150 ( ) W170 ( ) W300 ( )
[MRP Rs. 15,990/-] [MRP Rs. 17,990/-] [MRP Rs. 19,990/-]
DSC- W110 ( ) W120 ( ) W130 ( )
[MRP Rs. 10,990/-] [MRP Rs. 12,990/-] [MRP Rs. 14,990/-]
DSC- T70 ( ) T300 ( )
[MRP Rs. 14,990/-] [MRP Rs. 19,990/-]
DSC- T2 ( )
[MRP Rs. 17,990/-]
DSC- H10 ( ) H20 ( )
[MRP Rs. 15,990/-] [MRP Rs. 19,990/-]
DSC- S730 ( ) S750 ( )
[MRP Rs. 8,990/-] [MRP Rs. 9,990/-]
2. Which series of CYBER-SHOT you have purchased or interested to buy and
Why?
DSC- S730 ( ) DSC- W110 ( )
DSC- T2 ( ) DSC- H10 ( )
Any other (please Specify)………………….....................................................
Why?
…………………………………………………………………..........………
………………………………………………………………………………..
3. In your CYBER-SHOT what features due you want? [Tick out 12]
Effective Mega pixels ( ) Zoom ( )
Imaging Processor ( ) CCD Size ( )
Lens ( ) LCD Monitor ( )
ISO Sensitivity ( ) Face Detection ( )
HD Output ( ) In-Camera Editing ( )
Scene Selection Modes ( ) Colour Mode ( )
Recording Movie Modes ( ) Body Size (M x H x D) mm ( )
Weight (excluding accys) ( )
Internal Memory ( ) Supplied Accessories ( )
Any other (please Specify)…………………..................................
4. View about SONY CYBER-SHOT?
…………………………………………………………………........................
…………………………………………………………………………………
…………………………………………………………………………………
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Thanking you for yours Co-operation Signature
__________________
Date-
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Thanking you,
Sagar Kumar
Contact me for more details
49A44161-6324-284681
