A Project Report of SIP On
“Shopping Experience of Customerreference to Bangalore City.” Submitted in partial fulfillment of
Master of Business Administration to Annamalai University, Chennai
Submitted By
Upendra S. Tiwari MBA 1st Year Researcher Specialization: Marketing
Under the supervision of
Mr. Vijay Joshi Center head NIS Academy, Nagpur.
Submitted Through:-
NIS Academy, (Division of NIS Sparta Ltd., Reliance ADA Group Company) Gokulpeth Nagpur. 2009-2010
DECLARATION
I Upendra Tiwari here by declare that project Entitled “Shopping Experience of CustomerReference to Bangalore City” is the outcome of my research work. No part of this research has been submitted earlier to any institution or University for the award of any other Degree/Diploma. The sources of material, data used in this study have been acknolowleged.
Date: - 05/08/09 Place: - Nagpur
Upendra Tiwari (Researcher)
ACKNOWLEDGEMENT
I wish to express my gratitude to Mr. Prashant Tikde, Director of NIS Academy for providing all the facilities required completing the project and providing me an opportunity carry out my summer Internship project as a partial fulfillment for the M.B.A.degree.
I initially thank my research guide Mr. Vijay Joshi Centre Head of NIS Academy for his untiring devotion, noble guidance, valuable suggestions and above all continuous encouragement, which has played an important role in the completion of this research.
Place:Nagpur Date: - 05/08/09
Upendra Tiwari (Researcher)
CERTIFICATE
I hereby certified that this project work entitled “ Shopping Experience of Customer-Reference to Bangalore City” submitted by Upendra Tiwari to Annamalai University, Chennai for the award of degree in “Master of Business Administration” (MBA) in the faculty of Marketing, is srcinal research work carried out under my sufficiently high standard to warrant its submission to the University for the award of said degree.
No part of this research has been submitted earlier to any institution or University for the award of any other Degree/Diploma.
The assistance and the help rendered to the researchers during the course of his investigation in the form of basic source materials and information have been duly acknowledged.
Mr. Prashant Tidke Director
Nagpur Date: 05/08/09
Mr. Vijay Joshi Guide
CONTENTS
No
Chapter
Page no.
1
ExecutiveSummery
1-4
2
CompanyProfile
3
Product Profile
4
TheOtherMarketPlayers
5
ResearchMethodology
6
Data Analysis
15 17 -
7
SWOTAnalysis
18 19 -
8
Conclusion
20
9
Bibliography
21
567 8-12 13-14
Questionnaire 10
22 - 40
Chapter 1
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 secto r 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. Location of SIP
Sony India Pvt. Ltd. # 768, 100ftIndiranagar, Road, HAL 2nd Stage, 12th Main, Bangalore – 560038
SONY “Like No Others” 1
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 consumer’s requirement. Hence the concerned project is undertaken:-
•
To analyze the customer’s requirement.
•
To study the Competitor’s 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.
SONY “Like No Others” 2
INDUSTRY CLASSIFICATION
The consumer durables industry can be broadly classified as consumer electronics and consumer appliances. The consumer appliances category can be further segmented as white goods and brown goods.
With a presence spanning 36 countries, Sony has not only touched the lives of millions but also has made a difference in their lifestyles. Visit Sony across the world and discover how a name, synonymous with technology, has given a totally new dimension to entertainment.
Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sony’s vision is to offer people exciting new products and new lifestyles and remains committed to the challenge of creating and realizing these dreams.
SONY “Like No Others” 3
Chapter 2
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, company name was brand changed to Sony Corporation andmodern since then, Sony has become one the of the most recognised names in the history of the 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.
SONY “Like No Others” 4
Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sony’s vision is 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. 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.
SONY
“Like No Others” 5
Chapter3
PRODUCT PROFILE
PRODUCT PROFILE
Basic Consumer Durables:
Flaunt your Cyber-shot Make heads turn with the smart Sony Cyber-shot. With chic colours to choose from, this trendy camera lets you capture your special moments in style.
Experience the Real Entertainment Feel true picture, pure sound & smooth action with Sony BRAVIA LCD TV.
Dress up with VAIO CS
VAIO CS is an extraordinary blend of elegance, fun and high performance with its irrestible colour range and mystic features. 6
Chapter 4
COMPETITOR’S PROFILE
The Korean company Samsung has grown to become one the world’s leading electronic companies, specializing in digital appliances and media, semiconductors, memory and system integration. Today Samsung’s innovative & top quality products & processes are world recognized.
The digital age has brought revolutionary change – and opportunity – to global business, and Samsung has responded with advanced technology, competitive products, and constant innovation.
Samsung, see every challenge as an opportunity and believe that it is perfectly positioned as one of the world's recognized leaders in the digital technology industry. Its commitment to being the world's best has won the No.1 global market share for 13 products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones. Looking forward, and making historic advances in research and development of its overall semiconductor line, including flash memory and non-memory, custom semiconductors, DRAM and SRAM, as well as producing best-in-class LCDs, mobile phones, digital appliances, and more. 7
The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life.
LG Electronics was established in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances such as radios and TVs.
LG Electronics has unveiled many new products, applied new technologies in the form of mobile devices and digital TVs in the 21st century and continues to reinforce its status as a global.
8
PRODUCT PROFILE
9
PRODUCT PROFILE REFRIGERATOR
. Side by Side Refrigerator . Frost Free Refrigerator . Direct Cool Refrigerator
WASHING MACHINE
. Dish Washer . Steam Washer Dryer . Washer Dryer . Front Load Washing Machine . Top Load Washing Machine . Semi Automatic Washing Machine
MICROWAVE OVEN
. Solar Dom Microwave . Convection Microwave . Grill Microwave . Solo Microwave
10
TELEVISION
. LCD TV . Plasma TV . Ultra Slim TV . Flat TV
Home theatre
COMPUTER PRODUCTS
. Notebook PC . Desktop PC . Monitor . Optical Storage Devices . Projector MOBILE PHONE
. KM900 . Cookie . Secret .. KC550 Dynamite . All Rounder 11
TELEVISION . LCD TV . Plasma TV . Ultra Slim TV . Flat TV
Home theatre
COMPUTER PRODUCTS
. Notebook PC PC .. Desktop Monitor . Optical Storage Devices . Projector
MOBILE PHONE
. KM900 . Cookie . Secret . KC550 . Viewty . Dynamite . All Rounder
12
CHAPTER 5
RESEARCH METHODOLOGY
Data Collection The project consisted of analysis of performance of the several consumer durable brands. In this particular project fundamental research was also carried out which attempted to explore knowledge through methods like personal interaction with the customers. The required information for the project was gathered through the following ways:-
Primary Data:
The information provided by the customer & staff members.
Through the personal interaction with the help of questionnaire.
Secondary Data:Websites of consumer durable brands. Like Sony, Samsung, LG etc.
13
LIMITATONS OF THE STUDY
1)
Time constraint serves as t he ma in limitation for th e study. As t he 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.
3)
Study is area specific.
14
Chapter 6
DATA ANALYSIS
Based on the data collected from the different respondents the collected data was analyzed and was expressed by means of graphical interpretation.
Shop wise Interview of Customer
No.
Location
Duration
Achievement (No. of interview)
01
SonyGarudaMall
08/06/09to 16/06/09
32
02
LGRajajinagar
18/06/09to 24/06/09
60
03
LGRajajinagar
48
04
SamsungRajaji nagar
25/06/09to 01/07/09 01/07/09 to 03/07/09
20
15
The survey was conducted within the city of Bangalore where the city geography was defined through the given graph.
60
50
40
30
20
10
0
08-06 to 16-09 Sony Garuda Mall
32
LG Rajaji nagar
60
LG Rajaji nagar
48
Samsung Rajaji nagar
20
18-06 to 24 -09 notalloted 60 not alloted
25-06 to 30-09
01-07to 03-09
notalloted
notalloted
48 not alloted
not alloted 20
16
USP’S OF THREE MAJOR BRANDS
Name of company Locationwise Service attitude Pricingwise Professionalism Quality wise Product availability Information support Knowledge of a staff Staffavailability
Good Excellent Best Excellent Excellent
Good Good Average Poor Poor Good Good Average Good Excellent
Best
Best
Best
Best
Average
Poor
Best Good
Average Good
Good Good
17
COMPARATIVE STUDY OF THE 3 BRANDS
800
700
600 Br 500
Kn Inf Pr
400
Pr Qu Pri
300
Lo Se
200
100
18
Chapter 7
SWOT ANALYSIS
SWOT ANALYSIS OF SONY AS PER INTERVIEW
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.
19
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.
20
Chapter 8
CONCLUSION
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.
21
Chapter 9
BIBLIOGRAPHY
BIBLIOGRAPHY
1. The information provided by the customer.
2. Through the personal interaction with the help of questionnaire.
3. Websites consumer durable brands. Like Sony, etc. Samsung,ofLG
1) WWW.Google.com 2) WWW.Sony.co.in 3) WWW.Samsung.com/in
22
Chapter.10
