A STUDY ON BRAND AWARENESS TOWARDS SONY TELEVISION

WITH SPECIAL REFERENCE TO COIMBATORE CITY

ABSTRACT
The prestigious history of Indian television has envisioned the development of audio
visual media in the nation. In recent times, Indian television is said to be in close amalgamation
with the private channels that offers all kinds of entertainment and educational shows in a perfect
dazzling presentation. The Indian television or the small screen has achieved strata of
indispensability. Life without the audio visual media is imagined to be a standstill one. The
glamour packed soaps and serials, reality shows, talk shows and other entertainment packages
encompass a major section of Indian lifestyle. The main objective of the study is to find out the
customer satisfaction towards Sony television. The present study is based purely on primary data.
Data were collected using the personal contact approach. Questionnaires were distributed to a
sample of 75 respondents in Coimbatore city were surveyed. Simple random sampling method is
to be adopted for the present study. The conclusion will be given.

INTRODUCTION
The prestigious history of Indian television has envisioned the development of audio
visual media in the nation. During the 1980s Indian small screen programming began and at that
time there was only one national channel Doordarshan, which was government owned.
Television in India has been in existence for about four decades. For the first 17 years, it spread
haltingly and transmission was usually in black and white. The thinkers and policy makers of the
country, which had just been liberated from centuries of colonial rule, though television to be a
luxurious element that Indians could do without. In 1955 a Cabinet decision was taken
disallowing any foreign investments in print media which has since been followed religiously for
nearly 45 years. In recent times, Indian television is said to be in close amalgamation with the
private channels that offers all kinds of entertainment and educational shows in a perfect
dazzling presentation. The Indian television or the small screen has achieved strata of
indispensability. Life without the audio visual media is imagined to be a standstill one. The
glamour packed soaps and serials, reality shows, talk shows and other entertainment packages
encompass a major section of Indian lifestyle.
Customer Satisfaction:
Recent interpretations in the consumer domain now couch satisfaction as a fulfillment
response. Fulfillment implies that a consumption goal is known, as in basic motives of hunger,
thirst, and safety. However, observers of human behavior understand that these and other goals
can be and frequently are modified and updated in various ways. Thus, consumer researchers
have moved away from the literal meaning of satisfaction and now pursue this concept as the
consumer experiences and describe it. In Oliver (1997, p. 13), the following definition has been
proposed as being consistent with the conceptual and empirical evidence to date: Satisfaction is
the consumers fulfillment response. It is a judgment that a product or service feature, or the
product or service itself, provided (or is providing) a pleasurable level of consumption-related
fulfillment, including levels of under- or over-fulfillment.

Customer Satisfaction Surveys

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Surveys and questionnaires are the most common marketing research methods.
Typically, they are used to: assess the level of customer satisfaction with a particular product,
service or experience; identify factors that contribute to customer satisfaction and dissatisfaction;
determine the current status or situation of a product or service; compare and rank providers;
estimate the distribution of characteristics in a potential customer population; or help establish
customer service standards
Scope of the Study
The need of the study is to identify the attitude of the customers dealing with Sony
Television in Coimbatore city. The study focuses on various views and expectations of the
customers. So, the study will increase our service according to the needs of the customers. In this
study the customers has shared their practical problems and views with us.

Needed to find the relationship between the customer and company.

It helps to understand the need of the customers and their expectations from the company.

It determines the overall performance of the company.

Needed for a specialized strategy to introduce something new, such as new product
planning, entering new markets or trying a new strategy to fix an existing problem.

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OBJECTIVE OF THE STUDY

1.
2.
3.
4.
5.
6.

To know customer opinion about Sony Television Models.

To analyse the level of satisfaction towards Sony Television.
To understand the buying behavior of Sony Television.
To analyze the factors influencing the purchase of Sony Television
To study the performance of Sony Television.
To find out problem faced by customers.

QUESTIONNAIRE:
1. Age

18 years - 22 years
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 22 years - 28 years
28 years - 35 years
35 years and above
2. Gender
Male
Female
3. Desgination
School or College Student
Proprietor
Private Employee
House Wife
Business
Other____________
4. Annual Income
Below Rs.1 Lakh
1 Lakh - 5 Lakhs
5 Lakhs 10 lakhs
10 Lakhs and above

5. Number of members in the family

1-2 members
2-4 member
Above 4 members
6. Model of Preference in Sony Television
LCD
LED
Plasma
3D LED
CRTV
7. Source of influence
Self
Family
Friends
Others
8. Reason to purchase the Sony Televsion
Quality
Technology
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 Price
Others
9. Mode of Purchase
Cash
Installement
Exchange offer cum Cash
Exchange offer cum installment
10. Place of purchase the Sony Television
Sony shoroom
Electronic shops
Second hand Sales
Others
11. Lifetime of the Television
Below 1 year
One to Two years
Three to Four years
Above Five years
12.
What attracts you more?
Free gift.
Discount offer.
Exchange offer.
Others.

13. Difficulties faced by the people after purchasing Sony Television

Video quality
Sound Effects
Spare parts
Features
Others
14.
How many channels does your TV support?
10- 100
100-200
200 and above.
15.
Which size of TV do you have?
Below 30
30 to 40
40 to 60
Above 60
16. Whether you satisfied with the performance of Sony Television
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Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

17. What about the latest release in Sony bravia?

Excellent
Good
Fair
Poor
18. Whether you satisfied with the available Sony service stattions in your city?
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
19. Whether you satisfied with the service person while installing the Televison setup in
your place?
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
20. Satisfaction with the life time of the Sony Television?
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
21. Satisfaction with the service of the dealers?

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

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22. Satisfaction with the price

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

23. Satisfaction with the Advertisement factor

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

24. Satisfaction with the model and style

Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied

25. Rate your satisfaction level with the response of service centre of Videocon LCD
Television?
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
26. Overall satisfaction with the Sony Television
Highly Satisfied
Satisfied
Neutral
Dissatisfied
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Highly Dissatisfied

27.

Would you like to recommend this to others you know?

Yes.
No.
Not sure
28. Would you like to replace your present brand of Sony TV set with some other
brand, if you get a satisfactory disposal price for it?
Yes.
No.

29.

If yes, then which brand of color TV you would like to buy?

Sony
Samsung
Panasonic
LG
Onida
Other_________

30. Suggestions (if any)__________________________________

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