Executive Summary

One of the most recognized brand names in the world today, Sony Corporation, Japan,
established its operations in India in November 1994, focusing on the sales and marketing
of Sony products in the country. In a span of 12 years Sony India has exemplified the
quest for excellence in the world of digital lifestyle 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.
In India, Sony has its footprint across all major towns and cities through a distribution
network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive
outlets and 21 direct branch locations. Manned by customer friendly and informed sales
persons, Sonys exclusive stores Sony World are fast becoming the most visible face of
the company in India.

INTRODUCTION
The electronics industry is one of the most dynamic markets today. New technologies are
daily launched into the market and the life cycle of electronic products is extremely short.
In order to survive, companies and countries have to be in constant search for
improvement and innovation. Two of the major companies in this market, Sony and
Samsung Electronics, have adopted different strategies to survive and thrive in this
industry. In past decades Sony has developed new products and, thus, has not focused its
energies in competing in the highly commoditized segments of the market. Samsung, on
the other hand, has developed strong operations capacity and, with a constant and
aggressive push for innovation, has succeeded in the highly competitive market.
The project is an extensive report on how the Sony and Samsung company markets its
strategies and how the company has been able in tackling the present tough competition
and how it is scooping up by the allegations of the quality of its products. The report
begins with the history of the products and the introduction of the company. This report
also contains the basic marketing strategies that are used by the Sony company of
manufacturing process, technology, production policy, advertising, collaboration, export
scenario, future prospect and government policies. The report includes some of the key
salient features of market trend issues.

Statement of the problem

This study is pertaining to find out the present customer satisfaction of Sony product in
the study area with special of mobiles. The study on customer satisfaction helps to know
who the customers were, what they want, how they use react to the mobile. The
customers were carefully studied by conducting survey on customer satisfaction. This
study will help to gain knowledge about the market factors influencing the customer to
prefer a particular brand and problems faced by on using such brands and so on.

Objective of the study

Every organization has to achieve its organization goals. For this it is very essential for an
organization to know about the view of consumers and their competitive products. This
survey research may be also aimed as to estimate potential buyer for the product. The
objective of the study is as under:
To identify the difference between market performance of Sony industry and
Samsung.
To study the market of Sony Industry and Samsung on big scale electronics sector.
To compare various parameters of marketing strategies, manufacturing process,
technology adopted production policy, advertising, collaboration, export
scenario, future prospect for the two companies and government policies .
To study the level of customer satisfaction in Sony and Samsung.
To study buying behavior and factors which influence the purchase decision process.

Scope of the study

In order to achieve steady growth in this highly competitive market, the companies
should be aware of its competitors. This study will provide an overall view of consumer
perception about consumer electronics and market study of Sony consumer products.
From this study, the performance and problems of the customer can be analysed. The
study helps to know the factors that influence the customer to by the product. This study
helps to know the necessary change in product features and customer feeling about the
Sony product. The study will be useful for the company to make necessary changes in
price, designs, apps, and etc..

Methodology
Achieving accuracy in any research requires a deep study regarding the subject.
The prime objective of the project is to compare Sony with the existing competitor
Samsung in the market. The research methodology adopted is basically based on primary

data via which the most recent and accurate piece of first hand information could be
collected. Secondary data has been used to support primary data wherever needed.
Data Collection
There two type of method of data collection.
Primary data
Secondary data
Primary data:
Primary data was collected using the questionnaire method, direct interview. The main
tool used was, the questionnaire method. Further direct interview method, where a faceto-face formal interview was taken. Lastly observation method has been continuous with
the questionnaire method, as one continuously observes the surrounding environment he
works in.
Secondary data:
Secondary data refer to the data that has been already collected the secondary data,
which has been used to carry out this study, are as follow:
Books, Journals, Magazines, Newspapers
Industry Reports
websites.

Limitations
The project was done with all the possible accuracy and honesty. However, there were
some limitations of the project due to which there may be some deviations in the
findings. Some of the limitations are as follows:
The covered region was not whole Shivamogga city, it was randomly taken area in
Shivamogga.
The respondents were not always ready to answer.
Due to time limit and business, respondents were Reluctant to answer.
In some cases there were absence of decision maker.

INDUSTRY PROFILE
Indian Electronics industry dates back to the early 1960's. Electronics was one industry
initially restricted to the development and maintenance of fundamental communication
systems including radio-broadcasting, telephonic and telegraphic communication, and
augmentation of defense capabilities. Until 1984, the electronics Industry was primarily
government owned and then in 1980s witnessed a rapid growth of the electronics industry
due to sweeping economic changes, resulting in the liberalization and globalization of the
economy.

COMPANY PROFILE
SONY GROUPS
Sony Corporation, commonly referred to as Sony, is a Japanese multinational
conglomerate corporation headquartered in Knan Minato, Tokyo, Japan. Its diversified
business is primarily focused on the electronics, game, entertainment and financial
services sectors. The company is one of the leading manufacturers of electronic products
for the consumer and professional markets. Sony is ranked 87th on the 2012 list of
Fortune Global 500.
Sony Corporation is the electronics business unit and the parent company of the Sony
Group, which is engaged in business through its four operating segments Electronics,
Motion pictures, Music and Financial Services. These make Sony one of the most
comprehensive entertainment companies in the world. Sony's principal business
operations include Sony Corporation. Sony is among the Worldwide Top 20
Semiconductor Sales Leaders and third-largest television manufacturer in the world, after
Samsung Electronics and LG Electronics.

SAMSUNG COMPANY PROFILE

Samsung Group is a South Korean multinational conglomerate company headquartered in

Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most
of them united under the Samsung brand, and is the largest South Korean chaebol.

FIRM PROFILE
Gorur Electricals Pvt. Ltd was formed under the partnership of Mr.G.N Govindaraju, Mr.
G.B Keshav.
The main idea behind starting this concern was to deal in domestic and irrigation
pumps of the best quality. In its preliminary stage, the company dealt with.
Only best pumps and switch gears, water the dealing was extended to TVs,
Kitchen appliances, VCR/VCPs Mobile Phones, Air coolers etc.
On 9th March 1987, it opened a retail show room under name. Gorur Electricals
Co, at Church complex, K.M. Marg, UDUPI. In the year 1992 another branch was
opened at Mangalore.
Gorur Electricals Co, Shimoga is the branch of Gorur Electricals Pvt. Ltd. It is
situated at A.A. circle, Nehru Road, Shimoga. It was established on 12-11-1998, with the
main objectives of selling consumer goods and also it deals in all types of electrical
appliances and household articles. It is very well recognized as the house wifes dream
shop. It has become center of attraction.