SYNOPSIS

ON
“A STUDY OF CUSTOMER SATISFACTION ON SERVICES IN
SONY INDIA PVT. LTD.”
A Research synopsis submitted as partial fulfillment for the award of the
degree of master of business management
Batch (2017-2019)

Submitted By: Guided By:

Vartika Khantwal Ms. Neha Ramnani
MBA 3rd SEM IBMR, IPS
ACADEMY
IBMR, IPS ACADEMY
RAJENDRA NAGAR, AB ROAD INDORE-452012(M.P)
AFFILATED TO: DEVI AHILYA VISHWAVIDYALAYA, INDORE
 TABLE OF CONTENT

i. INTRODUCTION
1. details of the company
2. history and background

ii. REVIEW OF LITRATURE

iii. RATIONALE OF STUDY

iv. OBJECTIVE OF STUDY

v. RESEARCH METHDOLOGY
1. Tools for data collection
2. Tools for data analysis

3. BIBLOGRAPHY

vi. WIBLOGRAPHY.
 INTRODUCTION

Sony is a name synonymous with technological revolutions. Over the last 53 years, the company
has evolved into a luminous brand with a unique selling proposition - technology innovation,
quality and premium. In the last 50 years, the company had already established itself in the field
of hi-tech entertainment. Today, Sony has gone further by becoming a preferred choice for
professional requirements as well, whether it is broadcast media or color monitors. The
company's leadership position in the world, today, is a reiteration of its ability to connect with
the customer's mental space. Sony is not new to India. Whether it was the television, or the
walkman, a Sony always remained a must on the wish list of any Indian returning home. 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. In a fiercely competitive Indian consumer durables market, Sony India's
mission is to "make a difference in the lifestyles and introduce new dimension to enjoyment.
Offer new age technology and digital concepts; work hand in hand with the domestic industry to
produce and sell excellence and come closer to the Indian customers through committed
service." Since its inception in 1995, Sony decided to have sales and distribution channels, which
are exclusive to Sony India. The business partners are country managers in their own areas.Sony
India today has about 33 distributors and 1475 dealers. In all the metros the Company has direct
sales operations. The company also has about 13 exclusive Sony outlets, which showcase
products ranging from analog to digital throughout the country.
Consumer behavior refers to the mental and emotional process and the observable behavior of
consumers during searching, purchasing and post consumption of a product or service. Consumer
behavior involves study of how people buy, what they buy, when they buy and why they buy. It
blends the elements from psychology, sociology, socio-psychology ,anthropology and
economics. It also tries to assess the influence on the consumer from groups such as family,
friends, reference groups and society in general. Buyer behavior has two aspects: the final
purchase activity visible to any observer and the detailed or short decision process that may
involve the interplay of a number of complex variables not visible to anyone. Consumers are
mainly focused on the broad-scale adoption of new technologies that can empower them in
previously unimagined ways. As a result, buying behavior of consumer is changing to adapting
to new technological advances so rapidly that marketers or the consumer based enterprises
sometimes cannot keep pace. To maintain the pace of consumer for advanced technologies Sony
is putting in the effort over the years in Meerut region and has the limits of possibilities and
boggled the mind with its breakthrough technology. In fact, it won‟t be wrong to say that it‟s
been the soul of technology for the past few years. Sony cutting-edge digital products have set
new standards in entertainment for Meerut customer.They have enriched and evolved Meerut
people lifestyle. Whether people consider the brilliance of the Sparkling Wega technology in its
colour televisions or the incredible colour and clarity of BRAVIA in its LCDs, they are
engineering marvels that bring images to life of Meerut people.

DETAILS OF THE COMPANY

Sony India Pvt. Ltd., based in New Delhi is the Indian subsidiary of Japan's Sony corporation,
headquartered in Tokyo.
Sony's principal Indian businesses include Marketing, Sales and After-Sales Service of electronic
products & software exports Products: LCD Televisions, Video and Digital Still Cameras,
Notebooks and Business Projectors, Personal Audio, Audio Video Accessories, Hi-fi Audios and
Home Theater systems, Car Audio and Visual Systems, Game Consoles, Mobile Phones,
Recording Media and Energy Devices, Broadcast and Professional products.
In India, Sony has its footprint across all major towns and cities in the country through a
distribution network of over 10,400 dealers and distributors, 270 exclusive Sony outlets and 23
direct branch locations. Moreover, Sony's 19 sales branches cover a total of 450 cities. It has also
developed a network of 270 Sony Center and established 30 warehouses across the country to
manage its supply chain effectively.

BACKGROUND AND HISTORY

Founded in 1946 and headquartered in Japan, Sony Corporation had revenues of over US$ 66
billion in 2003. Sony operates in six segments: Electronics, Games, Music, Pictures and
Entertainment, Financial services and Internet based services. Sony has nearly 1,000
consolidated subsidiaries spread across 36 countries in which it employs over 160,000 people.
Set up in 1995, Sony India Private Limited is a 100 per cent subsidiary of Sony Corporation,
Japan. Sony India operates in the following segments:

• Electronics: White consumer goods like Colour Televisions (CTV), audio systems, digital
cameras among many others.

• Movies: Does movie business through Columbia Tristar Films India Ltd.

• Television Entertainment/Media: Through Sony Entertainment Television it sells TV software

and entertainment programmes.
• Music: Sells audiocassettes through Sony Music India. Sony India broke even in 1997-98, two
years ahead of initial plans. It employed over 900 people as of 2002 and had sales of over US$
170 million in 2003-2004. Sony India has a strong network of distributors and sales force, which
consists of 2000 dealers and distributors, 40 Sony World outlets, 60 Sony Exclusives and 12
direct branch locations. Sony India has a strong service presence across the country with five
company-owned service centres and 119 authorised service centres. Sony’s market share in the
audio segment is 45 per cent (by value) and 7.8 per cent in CTVs (by value). Sony India’s
software division, Software Architecture Division (SARD) has been awarded the Software
Engineering Institute’s Capability Maturity Model (SEI-CMM) Level 5 rating

One of the most recognized brand names in the world today, Sony Corporation, Japan,
established its India operations 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 country‟s 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, Sony‟s exclusive stores „Sony World‟ are fast becoming
the most visible face of the company in India. Sony India also has a strong service presence
across the country with 21 company owned and 172 authorized service centers. A distinctive
feature of Sony‟s service is its highly motivated and well-trained staff that provides the kind of
attentive and sensitive service that is rare today. Sony is committed to ensuring that both the
products and the marketing activities employed truly make a difference to people‟s lifestyles and
offer them new dimensions of enjoyment and an experiences which are „like no other‟..
 REVIEW OF LITRATURE
Butt and Run (2008) :Consumer Buying Behaviour is a Literature Review In order to develop
a framework for the study consumer behaviour it is helpful to begin by considering the evolution
of the field of consumer research and the different area of thought that have influenced the
service

Qureshi and Sahu (2009) : A person who consumes or uses the product or service. A company
needs to identify these roles because they have implication for designing the product,
determining and allocating the promotional budget

Androulidakis ; G. Kandus (2011) correlated Users show different behavior in an array of

characteristics, according to the brand of the services they are using. As such, there is a
categorization of areas, different for each brand, where users are clearly lacking security mind,
possibly due to lack of awareness.

Tajzadeh Namin A. A. ; Rahmani Vahid ; Tajzadeh Namin Aidin (2012) analysed that the
process of deciding over (choosing) a brand may be influenced by situation and content. The
findings suggest a significant relationship between the variables “brand attitude”, “corporate
attitude”, and “product (cell phone) choice”.

Serkan Aydin, Gökhan Özer, Ömer Arasil, (2005) had focused on to measure the effects of
customer satisfaction and trust on customer loyalty, and the direct and indirect effect of
“switching cost” on customer loyalty. The findings of this study show that the switching cost
factor directly affects loyalty, and has a moderator effect on both customer satisfaction and trust
Rationale of Study
i. The research has made an attempt to study the consumers needs, their fulfillment of
needs towards Sony products
ii. The study should be done in order to understand the level of service provided by Sony to
their customer.
iii. The study will help in understand the level of brand preference of customers towards
Sony product
 OBJECTIVE OF STUDY
1. To Study the awareness of various SONY Products
2. To study the level of customer satisfaction towards selective SONY Products

3. To analyze the factors influencing the purchase of SONY Products

 RESEARCH METHODOLOGY
A. Tools for data collection
 Primary data- - will be collected by questionnaire
 Secondary data – will be collected by literature

B. Tools for data analysis

 Statistical tools
 Percentage analysis
 Charts
 t- Test and Z- Test

C. Sample area Bhopal.

D. Sample size – 100

 BIBLOGRAPHY

1) Kotler Philip, “Marketing Management”,8th Edition, June, 1995, Page no. 172-197.

2) Boyd, Westfall, Stasch, “Marketing Research”, 7th Edition, 1998, The Marketing Research
process, Page no. 63-127,311-465.

3) Schiffiman Leon G. and Leslie Layas Kanuk, “Consumer Behaviour”, 6th Edition, 1997,
Market Segmentation, Page no. 48-64, Consumer Behaviour, Page no. 376-392, Consumer
Decision Making, Page no. 503-508.

4) Schiffman-Kanuk Consumer Behaviour- Prentice Hall of INDIA

5) Neal Mc, James V, An Introduction to consumer behaviour,New York, Willey 1973 Sharma,
D. D. Marketing research,New Delhi, Sultan Chand & Sons, 1999

6) Kothari, C. R. – Research Methodology, New Delhi, New Age International (P) Ltd, Edition
2006

WEBLIOGRAPHY
 Internet sites.
 awardmarketingservises.com
 https://www.sony.net
 https://slideshare.net
 Sonypicturesnetwork.com