Synopsis BUYING BEHAVIOR OF CONSUMER TOWARDS SONY ELECTRONICS IN LUCKNOW

This project report is submitted in partial fulfillment for the Requirement of Masters of Business Administration

by Shahnawaz Adil MBA Integral University,Lucknow Roll no: 1100122143 Under the guidance of Zahid Raza Khan Asst. Professor, Marketing Integral University

Rourkela Institute of Management Studies, Rourkela

56

Declaration
I hereby that I have worked on the topic BUYING BEHAVIOR OF CONSUMER TOWARDS SONY ELECTRONICS IN LUCKNOW All the information that has been collected, analyzed and documented for the project is authentic possession to me. I would like to categorically mention that the work here has neither been purchased nor acquired by any other unfair means. The data and information existing in this report are accurate and update to the current data, to the best of our knowledge. However, for this purpose of the project, information already compiled in many sources has been utilized. All information in this report is true representation of what I have experienced during the project.

Shahnawaz Adil

Rourkela Institute of Management Studies, Rourkela

57

Acknowledgement
Co-operation and building up of moral are the essence of success. These are two factors that go a long way in achieving it. It is a Herculean task, which lacks these two determinants of success. It was an opportunity and great pleasure for me to be in such an environment and having interaction with concerned people. I express my heartily respect and profound thanks for their enlightening and meticulous guidance for the consummation and evaluating of this project. Prof. Zahid Raza Khan, Faculty Member, Department of Management & Research , who was in the role of my Faculty Guide, left no stone unturned in guiding me along the course of my Project work. I am grateful to them those given me this opportunity to work on such type of project, without their, it is not possible for me to complete the project. Finally, to my parents, for all the tea and care with which they overwhelmed me through these long months of creation. I sincerely hope that my first venue in this field is appreciated. Offering thanks.

Shahnawaz Adil

Rourkela Institute of Management Studies, Rourkela

58

EXECUTIVE SUMMARY

The Indian consumer durables industry has witnessed a considerable change in the past couple of years. Changing lifestyle, higher disposable income coupled with greater affordability and a surge in advertising has been instrumental in bringing about a sea change in the consumer behavior pattern.

This industry consists of durable goods used for domestic purposes such as televisions, washing machines, refrigerators, microwave ovens, mobile phones etc. The growth in the consumer durables sector has been driven primarily by factors such as the boom in the real estate & housing industry, higher disposable income, emergence of the retail industry in a big way coupled with rising affluence levels of a considerable section of the population.

As per a survey conducted by FICCI on the Indian consumer durables industry, a shift in consumer preferences towards higher-end, technologically advanced branded products has been quite discernable.

Rourkela Institute of Management Studies, Rourkela

59

OBJECTIVES OF THE STUDY:

Different Companies/brands are available in the consumer durable market to customers like Sony, Samsung, LG, Philips, Panasonic etc. Sony is the leading brand name in the consumer durable market. The final decision of transaction is totally depend on the consumer, consumer may have different perception for his satisfaction for particular brand and company has to fulfill consumers requirement. Hence the concerned project is undertaken:-

To analyze the customers requirement. To study the Competitors service attitude of staff member to customers. To find out the strength and weakness of competitors. To provide the better services & try to built the credibility in the consumer.

To know the opinion & suggestions of customers.

Rourkela Institute of Management Studies, Rourkela

60

COMPANY PROFILE

In a burnt-out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and Akio Morita, running a company then known as Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kicked-off their desire to produce products for everyday life. In 1958, the company name was changed to Sony Corporation and since then, Sony has become one of the most recognised brand names in the history of the modern world. From the outset, Ibuka and Morita strove to develop exciting products to fulfill people dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Betacam, Handycam, the Compact Disc and the floppy disc .Sony has continually made things better, smaller and more innovative than ever thought possible. Sony Corporation now spans a range of industries including audio visual electronics, information technology, broadcast, telecommunications, entertainment, satellite broadcasting and even insurance and finance. Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sonys vision is
Rourkela Institute of Management Studies, Rourkela

61

to offer people exciting new products and new lifestyles and remains committed to the challenge of creating and realizing these dreams.

Sony in India
Sony is not new to India. Whether it was the television, or the walkman, a Sony always remained a must in the wish list of any Indian, returning home from abroad This love for the brand culminated in a new relationship when inspired by a reform friendly Indian business environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on 16th January 1995.

COMPANY MISSION
Sony India focused towards making a difference in the lifestyles in the Indian market and open up new vistas of entertainment in the country.
Rourkela Institute of Management Studies, Rourkela

62

Sony India remains committed towards offering new age technology and digital concepts while working hand in hand with the Indian industry to produce and sell excellence. Their consistent commitment towards service has brought the company quite closer to the Indian customer.

Understanding The Buying Behavior Of 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 Rourkela Institute of Management Studies, Rourkela

63

consumer research. Buying Behavior appears in these other term: consumer buying behavior.

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 youve 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 Sonys 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 Rourkela Institute of Management Studies, Rourkela

64

culminates to display a perfect image on BRAVIA S series 10- bit panel for an experience that you just cant 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 todays 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 Sonys 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

Rourkela Institute of Management Studies, Rourkela

65

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 (178 )

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 Products. are the flowing

Play station VAIO HD Handycam Digital Broadcast Digital SLR 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.

SWOT ANALYSIS OF SONY

STRENGTH :
Sony has build up a good brand image & customer loyalty by his service & quality. Same price in all over in India is also a great attraction for customer. Service wise Sony is the best among all his competitors, shops ambience, environment and location is very convenient. To provide better service Sony conducts the Service camp & Training and keep its employee update.

WEAKNESS:

As Sony is a costly brand and this high price factor is not affordable to Indian customer.

OPPORTUNITY:

Sony is leading brand in consumer durable market because of its better service and quality. It has a professionalism, good service attitude and knowledgeable staff and employee. Because of keen foresightedness of future demand and customer perception, Sony can beat all the competitors.

THREATS:

There are some major brands like Samsung, LG which are providing the good quality products at affordable price keeping in view the Indian consumer and this factor is raising the competitors.

LIMITATONS OF THE STUDY

1)

Time constraint serves as the main limitation for the study. As the project study is vast nature and customer has less time to give answer.

2)

Language barrier is also a big limitation for customer as well as interviewer. Study is area specific.

3)

CONCLUSION

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

BIBLIOGRAPHY

1. The information provided by the customer.

2. Through the personal interaction.

3. Websites of consumer durable brands. Like Sony, Samsung, LG etc. 1) WWW.Google.com

2) WWW.Sony.co.in