A SURVEY REPORT ON CUSTOMER RELATIONSHIP MANAGEMENT WITH REGARDS TO MUSIC SYSTEMS IN INDIA For SONY INDIA LTD.

Submitted To the University Of Pune In the partial Fulfillment of TYBBA Submitted By Sumit S Singhal 6th Semester ROLL NO. 65 UNDER THE GUIDANCE OF MR. MOHAMMAD FAZIL SHAREEF Marathwada Mitra Mandal College Of Commerce Academic year 2011-2012.
1

Acknowledgement
It gives me immense pleasure to express my deep sense of gratitude, with sincere thanks to our principle Dr. M B Lawrence . Prof. Mohammad Fazil Shareef Project guide who has extended her full co-operation to make this project as a success. It was possible for me to complete this project with the help of valuable guidance and constant encouragement from him. I express my sincere thanks and gratitude to both of them for helping me. I am thankful to my friends who have been an inspirational backing to my project.And most importantly my sincere thanks to my family members for giving me support throughout the project.

Sumit Singhal

DECLARATION

I hereby declare that this market survey report titled, REPORT ON CUSTOMER RELATIONSHIP MANAGEMENT WITH REGARDS TO MUSIC SYSTEMS for Sony India Ltd. submitted towards fulfillment A SUEVEY of BBA of Pune University, is an original work done by me.

SIGNATURE

Date: Place:

Executive summary
3

The project work assigned for the music systems was to find out the market potential of Sony music systems. The research work was carried in Pune region. The research work was conducted with the help of questionnaire. Most questions were structured. Some open-ended questions were also there to know wide opinion. After data collection, it was analyzed with different charts and graphs, which were very important to find observation and findings. On the basis of this work, suggestions were made which were very helpful for analyzing project report.

INDEX
4

CHAPTER NO. TOPIC

PAGE NO.

Introduction to customer relationship marketing

Objectives and hypothesis

14

Introduction To Music System Industry Todays Scenario Introduction to Sony India Ltd. Key Competitors Of Music System Industry

20 23 26 32

Product Snapshot Overview Of Sony Hi-Fi System

35 38

Research Methodology Data Processing Analysis

45 46

Conclusion and Recommendation

64

GRAPH

GRAPH NO. 1. TITLE

THE DIFFERENT TYPES OF MUSIC SYSTEM THE DIFFERENT RESPONDENTS ARE USING

PAGE NO.
43

2.

THE FEATURES OF THE MUSIC SYSTEM THE RESPONDENTS MOSTLY HAVE.

45

3.

THE PURPOSE FOR WHICH THE RESPONDENTS ARE USING THEIR MUSIC SYSTEM.

47

4.

THE WARRANTY PERIOD OF THE MUSIC SYSTEM THAT THE RESPONDENTS HAVE PURCHASED.

49

5.

THE PRICE OF THE MUSIC SYSTEMS AT WHICH THE RESPONDENTS PURCHASED

51

6.

SUGGESTIONS ON THE EXPERIENCE OF THE AFTER SALES SERVICE OF SONY INDIA LTD. GIVEN TO THE RESPONDENTS.

53

7.

THE NUMBER OF RESPONDENTS WHO 6

55

WANTED TO UPGRADE THEIR MUSIC SYSTEMS.

8.

THE IMPROVEMENT THAT THE RESPONDENTS WANT IN THEIR MUSIC SYSTEMS IN SONY.

57

9.

THE COMPANY MOST PREFERRABLE BY THE RESPONDENTS

59

CHAPTER ONE INTRODUCTION TO CUSTOMER RELATIONSHIP MANAGEMENT

INTRODUCTION TO CRM (CUSTOMER RELATIONSHIP MANAGEMENT)

8

Successful CRM always starts with a business strategy, which drives change in the organization and work processes, enabled by technology. The reverse rarely works. The key here is to create a truly Customer-Centric philosophy that touches every point and more importantly every person in the company. From CSR to CEO everyone must live and breathe customer focus for all of this to work. At the same time you should look at your which processes could be reengineered to make them more effective for your customers. Until you have done this, put away your chequebook!

What Exactly Is CRM? (DEFINITION)

Also Known As: CRM; sometimes-called customer service

management. The first thing you find when looking into the world of Customer Relationship Management is the number of different definitions in use today. Here is the one I have chosen for this article: "CRM is the business strategy that aims to understand, anticipate, manage and personalize the needs of an organization's current and potential customers" -- PWC Consulting Thats nothing new I hear you say, and you would be right. Good business people have always understood the relationship between 9

happy customers that come back again and again and creating long term, sustainable profitability. It is said that a successful CRM implementation will allow your Customer Service, Sales and Marketing people (and anyone else in your organization) to have a holistic view of each and everyone of your customers. In theory this will enable them to make quick, informed decisions, create cross selling and up selling opportunities, measure marketing effectiveness and deliver personalized Customer Care. Sounds great doesnt it! Customer Relationship Management (CRM) is a business strategy to identify, profitable cultivate, customer and maintain long-term and working profitable to customer those relationships. It requires developing a method to select your most relationships provide customers with service that exceeds their expectations. Customer Relationship Management (CRM) refers to the methodologies and tools that help businesses manage customer relationships in an organized way.

Facts of CRM
There are many different facets of CRM for every business:

10

Identifying qualified leads and gaining new customers Closing sales more effectively and efficiently Allowing customers to perform business transactions quickly and

easily

Providing service and support following a sale

Aspects of CRM
There are three aspects of CRM which can each be implemented in isolation from each other:

Operational CRM- automation or support of customer processes that include a companys sales or service representative

Collaborative

CRM- direct communication with customers that does

not include a companys sales or service representative (self service)

Analytical CRM- analysis of customer data for a broad range of purposes

KEY FUNCTIONALITIES:A typical CRM system is subdivided into three basic sub modules: Marketing

11

 Sales Service

Marketing
Marketing sub module primarily deals with providing functionalities of Long-term planning and Short-term execution of Marketing related Activities within an organization.

Sales
Sales functionalities are focused on helping the Sales team to execute and manage the presales process better and in an organized manner. Sales team is responsible for regularly capturing key customer interactions, any leads or opportunities they are working on etc, in CRM system. The system helps by processing this data, monitoring against the targets and proactively alerting the sales person with recommended further actions based on company's sales policy.

Service
Service related functionalities are focused on effectively managing the customer service (Planned or Unplanned), avoid "leakage" of Warranty based services, avoid "Penalties" arising due to Non conformity of SLA (Service Level Agreements), and provide first and Second Level support to Customers.

ADVANTAGES OF CRM: Providing better customer service. Increasing customer revenues. 12

 Discover new customers Cross sell/up sell products more effectively Help sales staff close deals faster Make call center more efficient Simplify marketing and sales processes

13

CHAPTER 2 OBJECTIVES, SCOPE HYPOTHESIS

14

THE OBJECTIVES BEHIND MY RESEARCH ON MUSIC APPLIANCES ARE AS FOLLOWS:-

OBJECTIVES
What type of music appliance and why do people mostly prefer it? To find out the awareness of the product? To find out whether the respondents are satisfied with the use of music systems? What changes or improvements the people want in their music system? To find out whether the people are satisfied with the after sales service provided by the companies?

Hypothesis

15

Customers are aware of the electronic items and now there is a trend of Hi-Fi music system and mostly for this customer prefers to buy a good brand companies product. So, most of them go for Sony due to the services and the technologies provided by them are satisfactory for the customer.

16

CHAPYER 3 RESEARCH METHODOLOGY

17

RESEARCH METHODOLOGY
RESEARCH DESIGN:The study was conducted on the basis of the questionnaire prepared by us that targeted various customers making the use of the music system, from that we came to know about the average percent using different type of music systems having various no. of CD changers, having different watts The results that are achieved were that 83% of people use music systems.

TYPES OF DATA:There are two types of data that are used as a source for carrying out the research and for the analysis of the same. 1. PRIMARY DATA 2. SECONDARY DATA

1. PRIMARY DATA :In my project it has been collected with the help of a questionnaire being filled up by various consumers.

2. SECONDARY DATA:In my project, I have collected the secondary data with the use of brochures, internet, books and taken from various dealers of music systems.

18

SAMPLE PLAN:Area sampling and judgmental sampling techniques were adopted in the area under study. All the consumers of music system in and around Pune were interviewed. Area under study was divided into different parts and each area was interviewed by me. The interview was prepared on the basis of questionnaire.

UNIVERSE:I interviewed 50 houses amongst in Pune region locality.

SAMPLE DESIGN:1. SAMPLE UNIT: - Music systems consumers in and around Pune. 2. SAMPLE SIZE : - 50 consumers of Music systems.

FIELD WORK:The primary data for the project was collected through the method of questionnaire where as the secondary data was collected through books, magazines, brochures and internet. I have done the project on my own and I didnt appoint anyone on my behalf.

19

CHAPTER 4 INTRODUCTION TO MUSIC SYSTEM INDUSTRY INTRODUCTION TO SONY INDIA LTD. KEY COMPETITORS OF MUSIC SYSTEM INDUSTRY TODAYS SCENARIO

20

INTRODUCTION TO MUSIC SYSTEM INDUSTRY

Music Industry
The music industry involves the production, distribution, and sale of music in a variety of forms as well as the promotion of live musical performance. People arguably have bought, sold, and bartered music for as long as it has been made. Thomas Edison invented the phonograph in 1877. Few initially imagined the invention would be used primarily for music. Yet by the 1890s, "nickel-in-the-slot" talking machines graced urban arcades, introducing the nation to the novelty of mechanically reproduced music. A few companies controlled the patents to competing phonograph technologies. Edison controlled his wax cylinder playback technology. He licensed it to the fledgling Columbia Phonograph Company and the two introduced the first talking machines designed for home use in 1896. By this time, the competing gramophone disk machines and records made by Emile Berliner were already liberally distributed. In 1901, Eldridge Johnson, a Camden, New Jersey, engineer, formed the Victor Talking Machine Company to market Berliner's technology.

21

These firms raced to establish their technology as the consumer standard throughout the United States and the world. Victor eventually won the technology wars by focusing on the home consumer trade, creating celebrity recording artists such as the opera singer Enrico Caruso, and expanding internationally. In 1901, Victor and licensee Gramophone divided the globe into distinct markets and established

distribution networks, retail outlets, and recording operations from China to Latin America. Other companies quickly followed suit. In 1917, the end of initial patent restrictions resulted in the creation of a number of small firms that catered to previously marginalized consumers. African American and southern white vernacular artists introduced blues, jazz, country, and folk to the industry. In 1919, the Radio Corporation of America (RCA) was founded and began to market consumer-friendly radios. The United States had over one million sets by the early 1920s. Radio raised concerns among copyright holders, especially as broadcasters started selling airtime. Yet phonograph companies soon realized the advertising potential of the new medium. In 1929, RCA acquired Victor and the phonograph and the radio industries continued to increase their ties. Recording artists demanded compensation for the broadcast of their material through the American Society of Composers, Authors, and Publishers (ASCAP). The Great Depression decimated the industry. Record sales plummeted from 150 million in 1929 to 10 million in 1933. Businesses failed, and the industry was again comprised of a few powerhouse corporations. ASCAP, overseeing royalty collection for the vast majority of published music, continued to demand compensation for radio broadcasts. In 22

1941, they forbade radio stations to play the music they represented. Their rival, Broadcast Music, Inc. (BMI), offered stations its collection of music that had not been accepted by ASCAPmusic by African American composers and artists, working-class styles, and industry unknowns. The result was another wave of decentralization within the industry, as previously scorned artists, styles, and companies gained

access to the airwaves and recording studios. The shift opened the door for African American styles to be the guiding force behind the industry's postwar expansion. Throughout the century, musicians organized to protect their rights and promote their careers. Musician unions typically failedor refusedto bring most recording and performing artists into their ranks, yet garnered rights for their members, including closed shops and union pay scales in established theater circuits, symphony orchestras, society dance networks, and recording studios. They were less successful in countering the loss of jobs to new technologies and garnering higher royalty rates for record sales. The postwar decade witnessed three developments that again transformed the music industry: tape recording, the long-playing (LP) record, and the rise of rock and roll. Magnetic tapes finally enabled the easy recording of long segments of music, and the LP allowed their playback. And now there is mp3 & mp4 era where the sound quality is increased by a lot of difference and it is cheaper and easier to even dispose it.

23

Introduction to Sony India ltd.

Our founders in the early years It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build Tokyo Tsushin Kenkyujo (Totsuko), or Tokyo Telecommunications Research Institute into the billion dollar global conglomerate that it is today. The main objective of the company was to design and create innovative products which would benefit the people.

Sony employees in 1956

24

The company name of Sony was created by combining two words of sonus and sonny. The word sonus in Latin represents words like sound and sonic. The other word sonny means little son. Used in combination, Sony is supposed to represent a very small group of young people who have the energy and passion towards unlimited creations and innovative ideas. With the far-sight of expanding worldwide, it was in 1958 that the company formally adopted Sony Corporation as its corporate name. Easy to pronounce and read in any language, the name Sony, which has a lively ring to it, fits

25

Overview
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 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. With brands names such as BRAVIA, Xplod, Sony hi-fi, Handycam, Cyber-shot WEGA, VAIO, Walkman, Memory stick PlayStation an AIWA, Sony has established it self as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Communications Recording Media, Business and Professional products. 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.\

26

Sony India also has a strong service presence across the country with 21 company owned and 172 authorized service centers. A distinctive feature of Sonys 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 peoples lifestyles and offer them new dimensions of enjoyment experiences which are like no other

27

EVOLUTION OF MUSIC INDUSTRY

RADIOS
RADIOS

TAPE RECORDERS
TAPE RECORDERS

TWOIN ONES TWO IN ONES

THREE IN ONES

THREE IN ONES
HI-FI MUSIC SYSTEM

HI-FI SYSTEM
DVD PLAYERS

HOME THEATRES

DVD PLAYERS

HOME THEATRES

In Music system industry there were evolutions which are as follows, 28

 Radios
Radios were the very basic and first invention to electronic music system. Radio is one of the most basic electronic sound gadget in the music system industry. Radios are basically those instruments which catches transmission of various radio stations. They are small, basic and handy devices easy to carry anywhere and everywhere.

Tape-recorders
This is the older generation of music systems in other words forefathers. They still exist in the music system industry, but due to the new generation there is a better craze towards it.

Two in ones
After the tape-recorders came the technique of two in ones, these two in ones have both tape recorders and radio i.e it has a cassette player as well as a radio in it. They are still in the market but are not preferred by the people now.

Three in ones
Now came the three in ones, alongwith the features of two in one it had a new feature viz . a CD (compact disc) player it was a new invention in the music system industry. They are portable and easy to carry anywhere we want.

Hi-Fi Music Systems

29

Later came the hi-fi systems. These systems had all the features of all the above players besides those it has a three CD changer , huge wattage etc. The hifi systems are used so that we can get the entertainment. We can play the hottest movies and listen to mind blowing music.

DVD Players
Dvd players are the latest invention in the music system industry. These players are slim and have a single CD changer. DVD stands for Digital Video Disc. DVD gives us a better picture quality and also is cheaper compared to the hi-fi systems. DVD players are big hit and big boom to the music system industry due to the players being cheap and picture quality being the best.

Home theatres
Home theatres are the latest invention in the music system industry. Home theatres are built to give us a better sound quality. Home theatres are the systems which gives a group of people in that room a theatre effect

Company Outline

30

Company: Managing Director: Date of Establishment: Location:

Sony India Pvt. Ltd. Mr. Masaru Tamagawa

November 17, 1994 A-31, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044, India.

Staff Strength: Share Capital: Share Holding: Branch Offices:

636 (as at March 31, 2012) Rs. 550 million 100% subsidiary of Sony Corporation, Japan Delhi, Haryana, Ludhiana, Mumbai, Bangalore, Chennai, Jaipur, Kolkata, Hyderabad, Cochin, Vijayawada, Pune, Coimbatore, Chandigarh, Indore, Lucknow,

Ahmedabad,

Ghaziabad, Guwahati, Hubli and Ranchi Business Activities: Marketing, Sales and After-Sales Service of electronic Products: Audio products & software Hi-fi Radio Video exports Home and Car Televisions, Audios, Players

Theater systems and DVD players, Personal (CD/Cassette Audio Walkman), Accessories,

Audio and Visual Systems, Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile Phones, Recording Media and Energy Devices, Broadcast 31

and Professional products

Competition within the music system industry

In India, there is a huge competition within the music system industry where the top players who run the show effectively are as follows,

1) Philips 2) LG 32

3) Samsung

Sonys market share in India :Companys Sony Philips LG Samsung Graph :33 Market share in percentage 52% 23% 13% 12%

Graph shows that sony tops in the market share. Whereas its major competitors are Philips @ 23% market share and the rest are LG and Samsung with 13% and 12% respectively.

34

CHAPTER 5 PRODUCT SNAPSHOT OVERVIEW OF SONY HI-fi SYSTEM

PRODUCT SNAPSHOT OF SONY MUSIC SYSTEMS:35

There is a wide range of music systems of Sony. Some of them are as follows, Products Information

Walkman

Steeped in history, the Sony Walkman series has withstood the test of time and remained strong and reliable. Now the series has expanded to accommodate different formats.

Discman was the nickname given Discman to Sony's first portable CD player, the D-50, which was the first on the market in 1984, and adopted for Sony's entire portable CD player line.

36

A DVD player is a device that Dvd players plays discs produced under both the DVD Video and DVD Audio technical standards, two different and incompatible standards.

Home Home theatres

theatres

are

the

music

systems which are used at home, and gives us a better quality of sound reception. It gives a theatre effect in our house.

Hi-fi music system

Audiophiles need look no further than Sonys selection of high-power Hi-Fi Systems that can fill your whole room with high quality stereo sounds, thanks to superb speakers and powerful components.

37

Hi-FI MUSIC SYSTEM AN OVERVIEW

Music systems:There is a lot to consider when you want to choose a new hi-fi system. What do you want to use it for, what media must it be able to play, what design you prefer? Do you want a simple radio cassette recorder or the latest hi-fi system producing Dolby Digital Surround?

38

There are many benefits of having a Sony Music System because it has got many features that provide us with a large no. of advantages. These features and the benefits given by them are as follows:

Features and Benefits:Proprietary wave-guide speaker technology Musical notes extends a half-octave lower than the original wave radio/CD for even a richer sound from a small sized system.

Slot-loaded CD player
To load a CD, simply place an edge of the CD in the slot. Provides greater convenience, elegance and flexibility.

Multiple CD play modes

Random, repeat or continuous play lets you hear music the way you like it.

MP3 CD and CD-R/RW playback capability

Listen to CDs created on your computer and enjoy hours of uninterrupted music with MP3 CDs. MP3 CDs can contain as many as ten standard CDs on just one disc.

39

Large visual display with extra text information Easy to see and understand with adjustable brightness and automatic night time display dimming. Can display track title and artist on suitably encoded MP3 CDs. Credit card-sized infrared remote control The wave music system is completely and conveniently controlled by a small, elegant remote control.

Digital FM/AM tuner with seek function Easy access to your favorite radio music and programs with built-in FM/AM antennas. And easily recall your favorites with memory settings for six FM and six AM stations.

Automatic ramping:To deliver a more pleasant listening experience, volume starts low and gently increases when the unit is turned on or when an alarm is activated.

Shielded speakers
Prevents TV and computer picture interference so you have more flexibility to place your system where you want. 40

Headphone jack
You can easily plug in headphones for private listening.

Auxiliary input jack

Connect another component to enjoy rich, full sound of the wave music system with your TV, computer or other audio source.

Bose link
Easily connects your wave music system to a compatible lifestyle system to create an expanded home entertainment network. All the above mentioned points make it very clear us that a hifi system has got a large no. of benefits Sony presents the world of incredible realism. Its a feature-rich musical planet where every beat dances with you. So whatever is your genre of music, just play it on a Sony Hi-Fi and experience you senses awaken to new dawn of digital music.

AZ series:
The newly launched AZ series will delight you with the three dimensional digital cinema sound effects that promise to transform your home into a ultra-realistic Hollywood theatre. Exclusive to the AZ series, this technology will put you right in the middle of all action, by literally

41

immersing you in a room with ten pairs of virtual speakers for a dramatic and forgettable theatre-grade performance. Moreover, Sony cares for you and the entertainment. Therefore, it manufactures the products in an environmental conscious way, using the Eco info mark to indicate. One of the most recognized brand names in the world Sony Corporation was founded in 1946, and since then has grown to become one of the most reputed brands in the history of modern world.

From its first transistor radio in 1955 to the Trinitron, Walkman, Betacam, Handycam, Compact Disc and Floppy Disc, Sony has pioneered a revolution that has developed exciting products to fulfill peoples dreams. Through out the world today Sony stands for innovation, state of the art technology and superior quality. Leading into the next generation, Sonys vision is to offer people exciting new products and new lifestyles. A strong Indian foundation. Sony India was set up as a 100 % subsidiary of Sony Corporation Japan in 1995.

42

Today, Sony India has traveled past its consol poised for fast growth. The company has built a sturdy framework of manpower, infrastructure, distribution, systems integration and logistics. Constant up gradation in process Sony India has two software centers in Bangalore that engage in the production of embedded and other application software for counterparts.

On the systems integration front, the company has migrated OSDB from OS400 to AIX-UNIX V-5.2, database from DB2 400 to Oracle and application from SAP 4.0B to SAP 4.7 is scheduled from May 05. Sony India has become part of the Global Windows 2003 Exchange Domain ap.sony.com Presence across India Since its inception, Sony India has penetrated all the major towns and cities across India with a distribution network comprising more than 2600 dealers and distributors, 105 exclusive Sony Shops and 51 Sony

43

World outlets as of march 2006. The company operates out of 17 direct branch locations. Visible face of Sony A world class shopping experience is provided to discerning consumers through the companys chain of exclusive stores Sony Worlds. Contemporary, techno-led, sleek interiors, aesthetic display, ease of browsing, customer-friendly & informed sales persons are the hallmarks of the Sony Worlds across the world.

Service excellence Sony India has an all India service presence with 5 company owned service centers factory, 3 Sony service centers, Touch points 8, 148 authorized service centers. Customer information centers in the company service centers aid in speedy redressal of grievances. Like no other :- Our goal is to ensure that both our products and our marketing activities truly convey the uniquely joyful experiences which Sony brings to the lives of our users around the world experiences which are like no other

44

DATA ANALYSIS Data Analysis Technique Limitations

45

 DATA PROCESSING AND ANALYSIS

DATA ANALYSIS TECHNIQUE:As the name suggests data analysis technique is the method or technique used for analyzing the required data. This technique helps in analyzing the data and sorting of the required and the non required data. The non required data is not considered while preparing the report. The required data is then tabulated for the project. 46

The technique used by me for the analysation of data for my project is the percentage method. The percentage method is a method in which the average percent of the consumers feedback is tabulated.

DATA PROCESSING AND ANALYSIS

47

TABLE NO. 1:TABLE TITLE: - THE DIFFERENT TYPES OF MUSIC SYSTEM THE DIFFERENT RESPONDENTS ARE USING.
TYPES OF MUSIC SYSTEM 2 IN1 5 IN 1 DVD PLAYER HI-FI HOME THEATRE TOTAL NO. OF RESPONDENTS 5 5 10 20 10 50 PERCENTAGE 10 10 20 40 20 100

48

GRAPH NO. 1-

FROM THE ABOVE WE CONCLUDED THAT:From the above graph it is clearly seen that 40% of the respondents use Hi-Fi type of music system as they contain all the features that are the remaining types of music systems, they also give an ultimate experience.

49

TABLE NO. 2:TABLE TITLE:- THE FEATURES OF THE MUSIC SYSTEM THE RESPONDENTS MOSTLY HAVE.
FEATURES NO. OF RESPONDENTS ACD/CASSETTE/ RADIO VCD/ACD/CASSETTE/ RADIO MP3 + ABOVE DVD + ABOVE TOTAL 15 20 50 30 40 100 10 20 05 10 PERCENTAGE

50

GRAPH NO. 2

FROM THE ABOVE WE CONCLUDED THAT:It is clearly seen from the table that 40% of the respondents are acquainted to the technological changes up to a certain extent and hence they have the corresponding features. The graph also shows that 30% are very well acquainted to technological changes.

51

TABLE NO.3:TABLE TITLE:- THE PURPOSE FOR WHICH THE RESPONDENTS ARE USING THEIR MUSIC SYSTEM.
PURPOSE LISTENING VIEWING BOTH TOTAL GRAPH NO. 3 NO. OF RESPONDENTS 5 5 40 50 PERCENTAGE 10 10 80 100

52

FROM THE ABOVE WE CONCLUDED THAT:From the above diagram it is clearly seen that 80% of the respondents use the music system for both the purposes i.e. viewing and listening. The remaining 20% of the people do not have the option viewing in their music system.

53

TABLE NO.4:TABLE TITLE: - THE WARRANTY PERIOD OF THE MUSIC SYSTEM THAT THE RESPONDENTS HAVE PURCHASED.
WARRANTY PERIOD 6 MONTHS 1 YEAR TOTAL GRAPH NO. 4:NO. OF RESPONDENTS 10 40 50 PERCENTAGE 20 80 100

54

FROM THE ABOVE WE CONCLUDED THAT:The above graph clearly shows us that 80% of the people have got the warranty period of 1 year this shows that they have got DVD players or HiFi music systems or Home theatres. The remaining 20% have got the warranty period of 6 months which leads us to the conclusion that they have either got 2 in 1 or 5 in 1.

55

TABLE NO. 5:TABLE TITLE: - THE PRICE OF THE MUSIC SYSTEMS AT WHICH THE RESPONDENTS PURCHASED
PRICE 1,000-10,000 10,000-20,000 20,000-30,000 30,000 ABOVE TOTAL NO. OF RESPONDENTS 10 17 16 7 50 PERCENTAGE 20 34 32 14 100

56

GRAPH NO. 5:-

FROM THE ABOVE WE CONCLUDED THAT:The above diagram clearly shows us that 34% of the respondents have music systems ranging between 10,000 to 20,000 also there are 32% of the respondents whose music systems cost between 20,000 to 30,000. There are 14% of the respondents whose music systems cost above 30,000.

57

TABLE NO.6:TABLE TITLE:- SUGGESTIONS ON THE EXPERIENCE OF THE AFTER SALES SERVICE OF SONY INDIA LTD. GIVEN TO THE RESPONDENTS.
RESPONSE AVERAGE BEST GOOD TOTAL NO. OF RESPONDENTS 18 12 20 50 PERCENTAGE 36 24 40 100

GRAPH NO. 6:-

58

FROM THE ABOVE WE CONCLUDED THAT:The above diagram clearly shows us that 40% of the respondents are happy with the after sales service given by Sony India Ltd. The remaining 60% of the respondents received are average and best due to this we could conclude that overall after sales service given by Sony India Ltd. is good.

59

TABLE NO.7:TABLE TITLE: - THE NUMBER OF RESPONDENTS WHO WANTED TO UPGRADE THEIR MUSIC SYSTEMS.
RESPONSE YES NO TOTAL GRAPH NO. 7:NO. OF RESPONDENTS 40 10 50 PERCENTAGE 80 20 100

60

FROM THE ABOVE WE CONCLUDED THAT:The above diagram clearly tells us that 80% of the people want to upgrade their music systems. The remaining 20% of the people have the latest music systems and hence there is no scope for up gradation.

TABLE NO.8 :TABLE TITLE :- THE IMPROVEMENT THAT THE RESPONDENTS WANT IN THEIR MUSIC SYSTEMS IN SONY.

61

IMPROVEMENTS

NO. OF RESPONDENTS

PERCENTAGE

INCREASE IN NO. OF CD CHANGER MORE SOUND OUTPUT INCREASE IN CLARITY RATHER THAN BASS

14

20

40

10

20

MORE ATTRACTIVENESS NONE TOTAL

16

5 50

10 100

GRAPH NO. 8:-

62

THUS WE CAN CONCLUDE:The diagram shows us the improvements wanted by the respondents

TABLE NO.9:-

63

TABLE TITLE: - THE COMPANY MOST PREFERRABLE BY THE RESPONDENTS

COMPANY SAMSUNG SONY PHILIPS LG NONE TOTAL NO. OF RESPONDENTS 7 20 10 8 5 50 PERCENTAGE 14 40 20 16 10 100

GRAPH NO. 9:-

THUS WE CAN CONCLUDE THAT:

64

From the above information and pie chart it can be concluded that Sony has maximum market share in India. The overall share in the market of Sony is 40%

LIMITATIONS:The limitations are as follows, 1. Some of the consumers were not co-operative. 2. We found out library management and functioning was not satisfactory. 3. Some questions were misunderstood by the consumers. 4. The expected information from the internet was not achieved.

65

CONCLUSIONS & RECOMMENDATIONS

CONCLUSIONS :Thus from doing this data analyzes we can concluded that :1) It is concluded in the end that 45% (approx.) of the people use Sony music systems and Sony stands no.1 in India even today for its sound quality and variety of music systems. 2) 3) Secondly, because of its performance and after sales services it is again standing on top in the industry. As the trend of music system is changing customer are now interested in new technology which is having a good sound system, clarity, and looks. 4) The overall shares in the market of the Sony is 40% than the all the other companies.

66

TESTING OF HYPOTHESIS
Thus from the above data analysis we had proved that the customer relationship management helps the company in building a healthy and faithful relationship. And most of the customer had now changed there mind set and now they are going to purchase a hi-fi music system than a normal one. And Sony is the first choice for them. As the shares in the market in Sony is the highest in the market than the other company.

67

BIBLOGRAPHY

68

BIBLIOGRAPHY

BOOKS REFERRED:1. PHILIP KOTLERS :- MARKETING MANAGEMENT 2. C.R. KOTHARIS :- RESEARCH METHODOLOGY 3. RAJAN SAXENAS :- PRINCIPLES OF MARKETING

SITES REFERRED:1. www.sonyindia.com

RESEARCH ENGINE:1. 2. www.yahoo.com www.google.com

69

ANNEXURE A : QUESTIONNAIRE B : BROCHURES

70

QUESTIONAIRE
NAME:ADDRESS:CONTACT NO. :RESIDENTIAL STATUS:Q.1. WHICH MUSIC SYSTEM DO YOU HAVE? a. SONY c. SAMSUNG b. PHILIPS d. LG

Q.2. WHY DID YOU CHOOSE THE SPECIFIC COMPANY? a. GOOD SERVICE c. PRICE b. HAD A PREVIOUS EXPERIENCE c. BEST AT THAT TIME

Q.3. WHAT KIND OF MUSIC SYSTEM DO YOU HAVE? a.2 IN 1 c.DVD PLAYER e.HOME THEATRE Q.4. FOR WHAT PURPOSE DO YOU USE THE MUSIC SYSTEM? a. LISTENING c. BOTH b. VIEWING d. b. 5 IN 1 HI-FI

Q.5.AT WHAT PRICE DID YOU PURCHASE THE MUSIC SYSTEM? a. 1,000 10,000 b. 20,000 30,000 71 b. 10,000 20,000 c. ABOVE 30,000

Q.6. HOW DID YOU PURCHASE IT? a. CASH c. CHEQUE Q.7. HOW DO YOU FIND THE AFTER SALES SERVICE? a. AVERAGE c. SATISFACTORY b. GOOD d. BAD b. FINANCE

Q.8. ARE YOU PLANNING TO UPGRADE YOUR MUSIC SYSTEM? a. YES b. NO

Q.9 WHICH FEATURE WOULD YOU LIKE IN YOUR MUSIC SYSTEM? a. DVD, Radio, Cassette c. DVD, VCD, MP3, DIVX b. VCD, Radio, Cassette d. Combination of all

Q.10 WOULD YOU LIKE TO BUY SONY PRODUCT FROM COMPANY OUTLET OR ANY RETAIL OUTLET? AND WHAT IS YOUR REASON

Q.11 IF YOU ARE PLANNING TO BUY A MUSIC SYSTEM WHICH COMPANY WOULD YOU PREFERS? a. Sony c. Philips b. LG d. Samsung

72

Q.12 IF SONY WHAT IS YOUR REASON

Q13 IF YES WHICH MUSIC SYSTEM COMPANY DO YOU PREFER AND WHY?

Q.14 IF YOU ARE OUR OLD CUSTOMER, ARE YOU SATISFIED WITH OUR SERVICES AND WHAT ARE THE CHANGES TO BE MADE BY YOU _________________________________________________________ _________________________________________________________ _______________________________________ Q.15 WHAT IS IMPORTANT FOR YOU WHILE BUYING a. Cost c. Looks b. Quality d. Service

73