A Project Report of SIP On Shopping Experience of CustomerReference to Kanpur City.

Submitted in partial fulfillment of Master of Business Administration to Maharishi Dayanand University,

Submitted By

Virendra kumar
MBA+PGDBM 3rd Semester Researcher Specialization: Marketing

Under the supervision of Rajesh Singh Faculty of IIME, Kanpur.

Submitted Through:International Institute of Management & Entrepreneurship 2010-2012

Declaration

I Virendra kumar here by declare that project Entitled A Project report on Consumer buying behavior of Sony Product in Kanpur 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 acknowledged.

Date: - 31/09/2011 Virendra kumar (Researcher) Place: - Kanpur

Acknowledgement
I would like to thank IKEA Human capital solution Pvt. Ltd. for giving me this opportunity. I would like to thank MR. V.K. Shukla (Mentor of IIME) for taking interest in my project amidst his busy schedule. I extend my hurtful thanks to for the constant and valuable guidance by him though out my course.

I express my deep gratitude towards Mr.Vivek Chhugani (Area Sales Manager), Kanpur, for giving me permission to do the project in their organization and their valuable guidance at the company during the execution my project work at Reliance Digital, Z Square Kanpur.

I would like to take the pleasure of this opportunity to express my heartfelt gratitude to my guide Mandakini Maam (Faculty Member, IIME) who took personal interest and gave valuable suggestion through out my field work and completion of the project.

I thanks all my faculty member of MBA department tor their valuable suggestion throughout my course.

The importance of the moral support and good wishes of my parents and friends is external and I am very much indebted to them.

Finally, I thank all my friends who directly or indirectly helped me a lot during my project

Virendra kumar International Institute of Management and Entrepreneurship

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CERTIFICATE
I hereby certified that this project work entitled Shopping Experience of Customer-Reference to Kanpur City submitted by Virendra kumar to MD University, for the award of degree in Master of Business Administration (MBA) in the faculty of Marketing, is original 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.

Content

S.NO.
1

Detail Study
Executive Summary Objective of Study Industry Classification Company Profile Sony in India Company Mission Product Profile Other Market Players Competitor Profile(Samsung) Competitor Profile(LG) Research methodology Sample Size Formal Research Design Type of Sampling Data Collection Limitation of Study SWOT Analysis Data Analysis Conclusion Bibliography Questionnaire

Page No.
6 8 10 11 14 14 15 17 18 20 23 24 24 27 31

3 4

6 7 8 9 10 11

33 34-37 38-43 44 46 48-51

Chapter 1

EXECUTIVE SUMMARY

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.

OBJECTIVES OF THE STUDY

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.

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

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Chapter 2

COMPANY PROFILE

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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.

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

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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
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Chapter3

PRODUCT PROFILE

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PRODUCT PROFILE

Basic Consumer Durables:

Flaunt your Cyber-shot Make heads turn with the smart Sony Cyber-shot. With chic colors 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 irritable color range and mystic features.

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Chapter 4

THE OTHER MARKET PLAYERS

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COMPETITORS PROFILE

The Korean company Samsung has grown to become one the worlds leading electronic companies, specializing in digital appliances and media, semiconductors, memory and system integration. Today Samsungs 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.

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PRODUCT PROFILE

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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.

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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

TELEVISION . LCD TV . Plasma TV . Ultra Slim TV . Flat TV

Home theatre
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COMPUTER PRODUCTS
. Notebook PC . Desktop PC . Monitor . Optical Storage Devices . Projector

MOBILE PHONE
. KM900 . Cookie . Secret . KC550 . Dynamite . All Rounder

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CHAPTER 5

RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY Research Methodology:It is the procedure use in making systematic observation and obtaining data, evidence on information as a part of research process.

Sample Size:Sample size is the number of observations used for calculating estimates of a given population. For example, if we interviewed 30 random students at a given high school to see if they liked a certain music artist, "30 students" would be our sample size.

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Research design:A research design is a systematic objective and scientific plan developed for directing a research study. It constitutes the overview for data collection measurement and analysis of data.

Need of research design

Ensuring research progress in right direction Minimizing time and cost of research Encouraging coordination and effective organization Minimizing bias and maximizing the reliability of the data collected and analysed.

Formal research design Completely randomized design:It involves only two principal: The principal of replication and randomization. When experimental areas homogenous for study, CR design is used in this condition.

Randomized block design:It is an improvisation to CR design. Along with other two principal, local control can be applied in RB design.
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 Latin Square design:-

For agriculture related researches, LS design is used. The treatments in an LS design are also allocated among the plot that no treatment occurs more than once in any row or column. Factorial design:When more factors are showing more than one effects, factorial design is used for such studies.

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Type of Sampling

1. Pure research It is done only for sake of knowledge. Intenension is not to apply it in regular practice. Pure research is also called basic or fundamental research. New theory or refinements of an existing theory are developed with the help of pure research .It lays foundation for applied research. It helps in finding critical factors in a problem. 2. Applied Research When real life problem require some solution and decision making applied research is carried on. Means applied research is problem oriented and action directed. It brings immediate and practice research example marketing research carried on for identifying chase customer habits to purchase so.

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3. Exploratory Research
When researcher has no knowledge or little knowledge about unfamiliar problem .researcher makes the preliminary study. The objective of this research is to generate new ideas gathering new facts precise formulation of problem. At the first level is the discovery of significant variable in particular situation; at the second, the discovery of relationship between variable. -Kartz

4. Descriptive Research
This research is simple in nature and in its application. It is more specific exploratory research. It focuses on problem under study and also aims at a classification of the range of elements comprising the subject matter of study. It highlights method of data collection and interpretation. 4. Diagnostic Research It aimed towards in depth approach to reach the basic casual relation of a problem and possible solution for it. Problem formulation, defining the population correctly for study purposes, proper methods for collecting accurate information ,correct measurement of variable
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, statistical and test of significance are essential in diagnostic research.

5. Experimental Research
To have the understanding of the effects of particular variable in a process by keeping other variable constant or controlled experimental research is used. It developed the relationship among variable i.e. how they are related to each other.

6. Analytical Study
Quantitative data is analysis with the help of mathematical models or statistical technique applicable to numeric data. In other words Analytical study is also called as statistical method.

7. Historical research
When finding have to be made with the help of old existing source like documental and other information sources to understand events an ides of the past ,historical research is very useful.

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Sample design:A procedure or plan drawn up before any data is collected to obtain a sample from a given population. Also known as sampling plan, sample design.

Non Probability Sampling Methods

Convenience Sampling:Where the researcher questions anyone who is available. This method is quick and cheap. However we do not know how representative the sample is and how reliable the result.

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Quota Sampling: Using this method the sample audience is made up of potential purchasers of your product. For example if you feel that your typical customers will be male between 18-23, female between 26-30, then some of the respondents you interview should be made up of this group, i.e. a quota is given.

The judgment sample: A judgment sample is obtained according to the discretion of someone who is familiar with the relevant characteristics of the population.

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:31

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.

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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) anguage barrier is also a big limitation for customer as well as interviewer. 3) tudy is area specific.

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Chapter 7

SWOT ANALYSIS

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SWOT ANALYSIS OF SONY AS PER INTERVIEW

STRENGTH : 1) Sony has build up a good brand image & customer loyalty by his service & quality 2) Same price in all over in India is also a great attraction for customer. 3) Service wise Sony is the best among all his competitors, shops ambience, environment and location is very convenient. 4) To provide better service Sony conducts the Service camp & Training and keep its employee update. 1) As Sony is a costly brand and this Weakness

2) high price factor is not affordable to Indian customer. 3) Sony is leading brand in consumer durable market because of its better service and quality. 4) It has a professionalism, good service attitude and knowledgeable staff and employee. 5) Because of keen foresightedness of future demand and customer perception, Sony can beat all the competitors.

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OPPORTUNITY: 1) Sony is leading brand in consumer durable market because of its better service and quality. 2) It has a professionalism, good service attitude and knowledgeable staff and employee. 3) Because of keen foresightedness of future demand and customer perception, Sony can beat all the competitors. Thearth 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.

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Chapter 6

DATA ANALYSIS

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Number of choice change due to reduction Price

% of respondent'sChange choise due to Decrease price

Yes 35%

No 65%

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Classification according to influence sales person choice

% of influence sales person choice

No 26%

Yes 74%

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Classification number of respondents comparison with other brand

% of customer who compared with other brand No

26%

Yes 74%

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Classification of compared with other brand

Compression
Onida 10% Videocon 10% Other 3% LG 30%

Panasonic 22%

Samsung 25%

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USPS OF THREE MAJOR BRANDS

Name of Company
Location Wise Service Attitude Pricing Wise Professionalism Quality Wise Product availability Information Support Knowledge of a Staff Staff Availability

SONY
Good Excellent Best Excellent Excellent Best Best Best Good

LG
Good Average Poor Good Good Best Average Average Good

Samsung
Good Poor Good Average Excellent Best Poor Good Good

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CONCLUSION

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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 feature sand function, Sony is far ahead from Samsung & LG. Sony plays a vital role in consumer durable market.

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Bibliography

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Bibliography
The information provided by the customer. Through the personal interaction with the help of questionnaire. Websites of consumer durable brands. Like Sony, Samsung, LG etc.

www.google.com www.scrib.com www.sony.co.in www.samsung.com www.wikipedia.com/sony

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Chapter.10

QUESTIONNAIRE

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Name:. Profession Age: Contact No:..

Address:. Zip Code.

Q1: Who purchase Sony Product? a) Male b) Female

Q2: How many members in Family? a) 3 b) 3to5 c) 5to7 d) Above 7 Q3: Technical Awareness. a) Yes b) No

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Q4: Income of customer/month a) <15,000 b) 15,000-20,000 c) 20,000-30,000 d) 30,000-50,000 e) >50,000 Q5: Are you actual user of Sony Product? a) Yes b) No

Q6: which Sony Product first time you use? a) LCD/LED b) Home Theater c) Camera d) Handicam e) Laptop f) DVD Player g) PSP/PS2/PS3

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Q7: Mode of payment a) Cash b) Cheque c) Credit d) Master card

Q8: What is making customer satisfied of Sony Product? a) Quality b) Customer Service c) Brand

Q9: Influence sales person or not? a) Yes b) No

Q10: Are you compared Sony Brand with other Brand? a) Yes b) No

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