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CUSTOMER SATISFACTION AND PERCEPTION ON SONY TELEVISION A Project Report Submitted In the Partial Fulfillment of the Requirements For the Degree of Bachelor of Business Administration By KESHAV OJHA (Y141805143) BBA- 3 rd Semester Under the Guidance of: Dr. Anil Kumar Kashyap (Assistant Professor)

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CUSTOMER SATISFACTION AND PERCEPTION ON

SONY TELEVISION

A Project Report Submitted

In the Partial Fulfillment of the Requirements

For the Degree of

Bachelor of Business Administration

By

KESHAV OJHA

(Y141805143)

BBA- 3rd Semester

Under the Guidance of:

Dr. Anil Kumar Kashyap

(Assistant Professor)

Department of Business Management

Dr. Hari Singh Gour Central University

Sagar (M.P.), India

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Year 2015

PREFACE

The students of B.B.A 3nd semester (19th batch) has to undergo a survey as a part of their

academic course. The project titled “Customer Perception and Satisfaction on Sony

Television”. The main purpose of undergoing such survey is to know the marketing strategy of

Sony television and knowing company status.

Keshav Ojha

B.B.A (Hons) - 3nd Sem

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DECLARATION

I hereby declare that the project conducted on “Customer Perception and Satisfaction on

Sony Television” (India) under the guidance of Dr. Anil Kumar Kashyap Assistant Professor,

Department of Business Management Dr. Hari Singh Gour Central University, Sagar (M.P.) is

my own work and the same has not been submitted for the award of any other

Degree/Diploma/fellowship or other similar titles or prizes.

Date

Place: Sagar

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CERTIFICATE

This is to certify that Keshav Ojha has worked for her BBA project entitled “Customer

Perception and Satisfaction on Sony Television” (India) in partial fulfillment of the degree of

Bachelor of Business Administration. He has completed his project under my supervision. His

work is original, satisfactory and is not submitted anywhere else for the award of any degree.

I hereby forward his Project and wish him success in future endeavor.

Guide Signature:

Name:

Program Head Signature:

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ACKNOWLEDGEMENT

It is a great opportunity for me to express my sincere thanks to Prof. Y. S. Thakur, Head,

Department of Business Management, and Dr. Hari Singh Gour Central University Sagar (MP). I

would like to pay my special gratitude to Dr. Anil Kumar Kashyap Assistant professor, who

supervised my work, for his valuable guidance and constant encouragement throughout my

project work.

I am very thankful to the all respected faculty members of the department, who supported me in

the preparation of my project. Finally, I would like to thank my parents, my friends without

whom the completion of the project would not have been possible.

Keshav Ojha

Y141805143

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DEFINATIONS

1. PERCEPTION – perception can be describe as ‘how we see the world around us’ Two individuals may be subject to the same stimuli apparently the same conditions, but how they recognize them, and interpret them is a highly individual process based on each person’s own need, values and expectations .the influence that each of these variables has on the perceptual process, and its relevance that each of explored in some detail. First, however, we will examine some of the basic concepts that underlie the perceptual process. These will be discussed within the framework of consumer behavior.

Perception is the process by which individuals select, organize and interpret stimuli into a meaningful and coherent picture of the world. Perception has strategy implications for marketers, because consumers make decisions based on what they perceive, rather than on the basis of objective reality. (Consumer Behavior, Leon G. Scheiffman leslie Lazar kanuk . Fifth edition)

2. SATISFACTION – Concepts of Customer Services and Customer Satisfaction: IntroductionCustomer Expectations in Public SectorCustomer Services ManagementCustomer service satisfactionService Quality ModelKano Model of Customer Satisfaction: London Underground and National Rail Servic...Cronin’s Integrated Causal ModelCustomer Expectations in Service IndustryThe Increasing Importance of Quality in Customer Service ProvisionStrategies of Identifying the Level of Customer SatisfactionCustomer relationships management (CRM) and its Increasing ImportanceA Brief Literature Review: Customer Relationship ManagementGap Model of Service QualityJohnson and Clark (2008) define service concept as a shared understanding of the service nature provided and received. They also state that service concept has to provide information about the essence of the service, service experience, and service outcome. “The terms customer satisfaction and perception of quality are labels we use to summarize a set of observable actions related to the product or service” (Hayes, 2008, p.33) The most comprehensive definition of satisfaction has been offered by Kotler and Keller who define satisfaction as “person’s feeling of pleasure or disappointment which resulted from

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comparing a product’s perceived performance or outcome against his/ her expectations” (Kotler and Keller, 2006, p.144).

CHAPTER - 1

HISTORY OF SONY

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” to the billion dollar global conglomerate that it is today.

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.

The electric rice cooker

From early attempts at creating products like the rice-cooker to the later success of creating Japan’s first magnetic recorder, the innovative company went on to create other hit products which won the company widespread recognition and international acclaim as a truly global company known for its quality and innovative products. Significant product milestones included Japan’s first transistor radio (1955), Trinitron color television (1968), Walkman personal stereo (1979), Handy cam video camera (1989), PlayStation (1994), Blu-ray Disc recorder (2003) and PlayStation 3 (2006).

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Sony employees in 1956

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 comfortably with the spirit of freedom and open-mindedness.

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MAJOR HIGHLIGHTS OF SONY COMPANY

Company Name

Sony Corporation

Founded

May 7, 1946

Headquarters

1-7-1 Konan, Minato-ku, Tokyo 108-0075, Japan

Representative Corporate Executive Officers

President and CEO

Kazuo Hirai

Executive Deputy President and CFO

Kenichiro Yoshida

Major Products

Televisions

LCD televisions

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Digital imaging

Interchangeable single-lens cameras, compact digital cameras, video cameras

Audio / Video

Home audio, Blu-ray Disc™ players and recorders, memory-based portable audio devices

Semiconductors

Image sensors and other semiconductors

Electronic components

Batteries, recording media, data recording systems

Professional solutions

Broadcast and professional-use equipment

Medical

Medical-related equipment

Locations of Major Offices and Research Centers (in Japan)

Tokyo, Kanagawa, Miyagi

Headcount (Consolidated)

131,700 (as of March 31, 2015)

Consolidated Sales and Operating revenue (2014)

8,215,900 million yen

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Sony products

Sony Corporation operates as the electronic business unit of the Sony Group. Its major television product is the Bravia HD TV that comes in four variants like X Series (4K), 3D TV, and Internet TV. Apart from televisions and projectors it offers products in the following categories:

Compact digital cameras Home audio systems Tablets Video cameras In car entertainment systems Games Home video systems Home theater systems Interchangeable lens cameras Computers and peripherals Portable audio systems Mobile phones Storage media and batteries

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TELEVISION MARKET IN INDIA

India television market is the third largest TV market after the U.S. and China. It has seen a drastic change in the last decade. Market which was once dominated by Indian players like Videocon, BPL and Onida are now dominated by MNC players LG, Samsung, Sony, Panasonic, Phillips and Toshiba. Even in technology wise market is clearly shifted towards LCD, LED and Plasma from CRT (Cathode Ray Tube) TVs.

Upper class and Upper middle class has already shifted to smart TV segment, now middle class segment is largely shifting towards LCD, LED and Plasma TVs.

Rising family income, different payment options, changing lifestyle, technological advancement, minimal price difference between CRT TVs and LCD, LED TVs have drives the shift towards LCD, LED and Plasma TVs segment.

Innovation, quick up gradation of technology, product composition, price, picture quality, sound quality, style and customer reviews are major influential factors in LCD, LED and Plasma TVs segment.

This article will present the information about top players and their current market share in LCD, LED and Plasma TV segment in India.

During 2006–13, LCD, LED and Plasma TVs segment has shown a robust 76 % growth rate in India. For the financial year 2012-13 this segment has sold more than 4.6 Million units, which accounts Rs 105 Billion. The below graph clearly shows, LG, Samsung and Sony dominates the segment with more than 65 % market share and are the top television brands in India.

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20%

25%

21%

7%

27%

Top television brand market share

LGSAMSUNGSonyPANASONICOTHERS

Samsung television leads the market with more than 25% market share. Sony has the second largest share in India after Samsung.

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SONY ENTRY IN INDIA

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 19 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.

With brands names such as BRAVIA, Xperia, Alpha, Headphones, Handy cam , Cyber-shot, Xplod , Sony hi-fi, Memory stick and PlayStation , Sony has established itself as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Communications, Recording Media, Business and Professional products.

Sony India is one of the most recognized consumer electronics brand in the country, with a reputation for new age technology, digital concepts and excellent after sales service. In India, Sony has its footprint across all major towns and cities in the country through a distribution network comprising of over 20,000 dealers and distributors, more than 300 exclusive Sony outlets and 25 branch locations. Sony India also has a strong service presence across the country with 365 service outlets. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’ are fast becoming the most visible face of the company in India. 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. Relentless commitment to quality, continuous dedication to customer satisfaction and unparalleled standards of service is what differentiates us from countless competitors and reflects a true image of all that is Sony.

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SONY TELEVISION EVOLUTION

YEAR

MODAL DISCRIPITON

1960

TV8-301

World's first direct-view portable transistor TV. Comprised of 23 transistors and 19 diodes, this model was developed based on Sony's extensive experience in radio technology. In an age when TVs were assumed to be living room fixtures, this device opened the door to personal television use. Additionally, this model offered three choices for power input

1962

TV5-303

Developed with the aim of bringing TV entertainment to the automobile environment, this was the world's smallest and lightest monochrome TV, which enjoyed wide popularity under the nickname “micro TV.” The slogan for the device was “Transistors have Changed TV

1968

KV-1310

The first in Sony's exclusive line of Trinitron color TVs. This model offered approximately twice the brightness of TVs using conventional shadow-mask tubes. This was a milestone product establishing Sony's superiority in color TVs.

1977

KV-1375

Personal TV nicknamed the “Citation.” In addition to its unique and innovative design, this TV incorporated the Jet Sensor, whereby the user selected channels by gently pressing the control panel buttons. Incorporating newly developed NBM phosphor, which greatly increased the luminous sensitivity of cathode-ray tubes, this TV offered unparalleled picture clarity ultimately resulting in this product becoming a major hit.

1980

KX-27HF1

Advent of the “Profile” series. A monitor with versatile AV output (including video and teletext) was marketed as a single unit. This TV was developed based on a new modular concept, incorporating a TV tuner, stereo amplifier and other components

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1986

KX-21HV1

“Profile pro” color monitors featuring 560 lines of horizontal resolution and abundant input/output terminals. This model earned the support of those searching for ever-higher television and video picture quality

1990

KW-3600HD

Consumer use 36-inch “HD Trinitron” HDTV-compatible color TV.

1991

KV- 28SF5

“Kirara Basso” series of color TVs, featuring the “Super Trinitron” cathode-ray tube.

1996

KV-29STI

The industry's first TV with a vertically and horizontally flat screen, made possible by the inclusion of the "Super Flat Trinitron" tube. Reproduced picture naturally and without distortion throughout the entire screen.

1997

KW-32HDF9 A new WEGA series HDTV incorporating an FD Trinitron tube and offering highly advanced picture reproduction

2000

IDT-LF1 First-generation Air board. The wireless IDT-LF enabled users to view television programming via TV transmissions (radio waves) “bounced” from the base station

2002

KLV-17HR1 First-generation liquid crystal WEGA. This model was based on WEGA signal processing technology, enabling this TV to convert and reproduce NTSC signals while retaining advanced picture

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quality

2004

QUALIA005 The world's first* LED backlit TV, featuring Sony's Triluminous® proprietary backlight system that uses separate red, green and blue light sources to illuminate the LCD panel. The result was unprecedented color control and an extraordinarily brilliant picture that trumped what previous backlight systems could do.* Among flat-panel TVs for consumer use.

2005

KDL-46X1000

First model in the new BRAVIA series of widescreen LCD TVs. X-series models (shown) feature "Live Color Creation," utilizing a special backlight system to achieve an incredibly wide color gamut for deeper colors and full HD resolution panels for crisp, detailed images.

2007

XEL-1 World's first organic light emitting diode (OLED) TV.The 11-inch OLED TV offers a ground-breaking new design and astonishing slimness (measuring approximately 3mm). Features Sony's independently-developed OLED panel which realizes advantages such as high contrast, high peak brightness, color reproduction and rapid response time, all of which combine to deliver unparalleled image quality

2008

KDL-40ZX1 The world's slimmest*1 TV at 9.9 mm, and the world's lightest*2 40 inch TV at 12.2 kg. Featured a wireless transmitter that enabled users to arrange the layout of the room without having to worry about cable clutter.*1: At its thinnest point; among LCD TVs for consumer use. (As of August 28, 2008)*2: Refers only to the monitor part; among 40 inch LCD TVs for consumer use

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2010

NSX-46GTI World's first HDTV powered by Google TV

2012

KD-84X9000 The first 4K compatible BRAVIA™ model, boasting an LCD panel containing no less than 8 million pixels, four times the resolution of Full HD. Equipped with the "4K X-Reality® PRO" picture engine that upscale HD or lower resolution content - including from Blu-ray discs and TV broadcasts - to stunning, 4K quality picture.

2013

X92000A A 4K LCD BRAVIA™ TV that delivers an immersive real and vivid sensory experience due to its wide color gamut - made possible by the newly developed "Triluminous® Display" technology - and it’s clear, boundless sound - realized with Sony's in-house developed Magnetic Fluid Speakers

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COMPETITORS OF SONY TELEVISION

LG Electronics

LG Electronics is a leading electronics organization based in Yeouido, Seoul. It operates globally and is the second biggest maker of TV sets and the third largest manufacturer of cell phones. It is also LG Group’s premier company. At present it has 75 subordinate entities around the world that make and design televisions, telecom devices, and home appliances. It offers the following types of television sets:

LED LCD TVs Plasma TVs 3D TVs Color TVs LCD TVs

Samsung

The head offices of Samsung Group are at Samsung Town in Seoul and it operates as an international conglomerate. Samsung Electronics is the world’s biggest electronics company in terms of sales. It offers a wide range of television products such as the following:

LED TVs Ultra Slim Fit TVs LCD TVs Flat TVs Plasma TVs TV Accessories

Philips

Philips is actually referred to as Koninklijke Philips Electronics NV and is primarily based in the Netherlands but operates around the world. It is one of the biggest electronics organizations on a global scale. It has approximately 119 thousand employees in at least 60 countries.

Following are its major ranges in India:

Cinema 21:9 5000 Series 8000 Series 4000 Series 7000 Series 3000 Series 6000 Series CRT

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Hitachi

Hitachi Limited is a multinational organization based at Chiyoda in Tokyo, Japan. It specializes in high end services and technology. Hitachi is one of the leading technology based companies with regards to revenues. In addition to TVs it offers camcorders, recording equipment, and projectors. It primarily offers LCD TVs. `

Toshiba

Toshiba Corporation is a Tokyo based multinational conglomerate. It is one of the leading global manufacturers of semiconductors and personal computers. It also operates in the following verticals:

Electrical products Power systems Information and communication systems and equipments Social and industrial infrastructure systems Internet bases services and solutions Household appliances Electronic materials and components

In the television segment it basically offers LCD TVs.

Haier

Haier Group’s head offices are at Qingdao in Shandong, China and it operates as a global entity. Its primary business areas are home appliances and consumer electronics. It is one of the leading companies of the world when it comes to white goods. Its major products are air conditioners, washing machines, cell phones, refrigerators, and computers apart from television sets. It offers 3D LED, LCD, and LED TVs.

BPL

BPL or British Physical Laboratories Group is an electronics organization based in India. It operates in different portals such as consumer appliances, health care products, and home entertainment systems. It deals in LCD and CRT TVs.

Onida Electronics

Vijay Mansukhani and GL Mirchandani started Onida during 1981 with its head offices in Mumbai. The company presently has almost 33 branch offices, 41 depots, and 208 customer relation centers across the country. It primarily offers LED, color, and LCD TVs.

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Videocon

Videocon is a prominent industrial conglomerate with global operations and head offices in India. It has 17 manufacturing locations in India as well as plants in China, Italy, Poland, and Mexico. It is also the third biggest maker of picture tubes on a global basis. The group is presently worth 4 billion US dollars. Apart from color television sets, Videocon offers the following products in India:

Washing machines Refrigerators Air conditioners Microwave Other home appliances

It also has the biggest network for service and sales in India. It offers the following types of television sets:

DDB LEDs Ultra slim TVs LED TVs Flat TVs LCD TVs Conventional TVs

Other television brands available in India:

Mitashi Micromax Sansui

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BRAND AMBASSODAR OF SONY TELEVISION

Sony India consolidates its No. 1 position in the Flat Panel TV segment with a target of 40% market share during the Cricket World Cup season from January to March. While India is about to witness the Incredible game in HD for the first time, Sony is proud to be associated with ESPN Star Sports as the ‘On-air Broadcast Sponsor’. Sports broadcasting in HD will be a game changer and Sony has set itself a target to sell 2.5 lakh units of BRAVIA HD TV during this period. Consumers would have a wide choice of 20 Full HD models that include Full HD 3D, Full HD LED and Full HD LCD TV. Towards this end, Sony has plans for a Rs. 100 crore multi-media campaign with the new Brand Ambassador, Mr. Dhoni. This campaign would cover various media formats such as TVC, Print, Web, PR, and Shop front and outdoor to maximize visibility.

Elaborating on Sony India’s plans, Mr. Masaru Tamagawa, Managing Director, Sony India said, “Sony has chosen cricket to promote High Definition as it is the most popular sport in India and makes for a perfect platform to bring HD closer to our consumers. With our wide range of Full HD BRAVIA TVs, consumer can enjoy a very captivating World Cup viewing experience, right in the comfort of their home.” He further added, “We have chosen Mr. Dhoni as the face of Sony Full HD TV as we feel he will create the perfect synergy with our target audience during this exciting cricket season.”

Mr. Dhoni will be promoting Sony’s high decibel ‘The Incredible Game in Sony High Definition’ campaign during World Cup. This multi-media campaign will include more than 3000 TVC spots across 19 leading channels, print campaign across 36 top media and a very impactful outdoor campaign with more than 100 billboards across the country. Apart from extensive web promotion, a dynamic shop-front will also be an integral part of Sony’s communication campaign. As special consumers connect initiative, Sony has announced lucky draw promotion-100 lucky families will get a chance to meet Mr. Dhoni.

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Make in India: Sony Corp inks pact to manufacture Bravia line.

KOLKATA: Sony Corp is back to manufacturing in India after more than a decade. The Japanese consumer electronics major has entered into an agreement to manufacture its Bravia line of televisions at Taiwanese contract manufacturer major Falcon’s plant near Chennai. It is also evaluating the possibility of making smart phones in the country and may eventually set up its own plant in India.

"The government's 'Make in India' policy and the growing importance of India for Sony worldwide has accelerated our decision to manufacture in India once again," Hibi told ET. "Local production will help us to be more competitive, lower costs and allow faster turnaround time to launch newer models,"

India is the fourth-largest market for Sony, after the US, China and Japan. Sony India clocked Rs 10,600 crore sales in 2014-15, with televisions and smart phones contributing 40 per cent each to its revenues. Sony is initially manufacturing two 43-inch models running Google's Android operating system at the Sriperumbudur plant of Competition Team Technology (India), a subsidiary of Foxconn. The first shipment will commence from Tuesday itself. The production line will soon be expanded to include 22-43 inch screen televisions.

"While at present, all production will be for the Indian market, we may also start exports," Hibi said. "If this turns out to be successful, Sony may evaluate setting up its own plant in India," he

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said. Sony exited India manufacturing in 2004 when it shut down its facility in Haryana that mostly made music systems and home theatres. This plant also used to make TV apart from audio products.

India's free trade agreement with Southeast Asian nations had allowed imports at zero duty and since Sony had a poor market share of 3-4 per cent in televisions in the country, it decided to source them from Thailand, Malaysia, China and Japan rather than producing here.

Today, Sony is engaged in a neck-and neck fight with Samsung for supremacy in the Rs 20,000-crore flat panel television market in India where it has more than 25 per cent share. Rivals Samsung and LG already manufacture televisions in India. Smartphone manufacturers, too, plan to start manufacturing in India as the country is expected to overtake US to become the second-largest Smartphone market by 2017.

Multinational brands Samsung and HTC already manufacture in the country while LG, Motorola and Xiaomi too evaluating prospects. There have been media reports that Foxconn is in talks with Apple to manufacture iPhone in India, and now Sony too is looking at the possibility of making smartphones in the country

Response of the dealers in Sagar about Sony dealership

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QUESTIONS-

a.

What makes customer to buy Sony television?

1. Brand name

2. Quality

3. Brand name

b. How much is the monthly sale of monthly sale of Sony in units?

1.10-15

2. 8-10

3. 15-20

c. what is the recent offers on Sony?

1. No offers

2. No offers

3. No offers

d. what is price margin for you from company?

3-4% for all.

e. what type of sales support company provides for you?

SHAKTI BHANDAR KATRA BAZAAR

NUMBER – 1

HOME COMFORTS GOUR MOURTI TEEN BATTI

NUMBER – 2

PRAKASH ELECTRONICS KATRA BAZAAR

NUMBER- 3

All dealers shown by numbers

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Price margin drop for all.

f. who is the closest competitor of Sony television?

Samsung ( same response)

g. which category of Sony television is most popular?

40” ( same response)

Chapter - 2

Research Methodology

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2.1 Need of study

This project is done to study the customer satisfaction for Sony camera The survey is conducted to know the option ,views ,expectation and satisfaction level of

customer towards the company To find out customer loyalty with the tee To determine the advertisement &promotion policy of this brands To acquire customer psychology towards Sony television To evaluate the needs of the customer to words Sony television To adopt new technology in a product

2.2 Sampling method

A sample is “a smaller collecting of units from a population used to determine truths about that population’’

Why sample?

1. Resources and workload.

2. Gives result with known accuracy that can be calculated mathematically.

The method of sampling used in this project work is

2.2.1 Simple random Sampling Method with the help of questionnaire

1. Objective: take a sample from the population measure some characteristic on each of the samples units and use this information to estimate the characteristic in the entire population.

2. Simple random sampling is the most basic sampling procedure to draw the sample.3. simple random sampling forms the basis for many of the more complicated sample

procedure.4. Simple random sampling is a easy to describe but is often very difficult to carry out in the

field where there is not a complete list of all member of the population.

In statistics, a simple random sample is a subset of individuals chosen from a larger se . Each individual is chosen randomly and entirely by chance, such that each individual has the same probability of being chosen at any stage during the sample as any other subset of individual’s .This process and technique is known as simple random sampling. And should not be confused with systematic random sampling .A simple random sample is an unbiased surveying technique.

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Any sample method where some elements of population have no chance of selection or where the probability of selection can’t be accurately determined. It involved in selection of element based on assumptions regarding the population of interest,which forms the criteria for selection . Hence because the selection of element is nonrandom, non probability sampling not allows the estimation of sample error .

An unbiased random selection of individuals is important so that if a large number of samples were drawn , the average sample would accurately represent the population.

2.3 Data Collection Method

Raw data or primary data

Is a term for data collection from source .raw data have not been subjected to processing or any other manipulation and are also referred to as primary data . raw data is a relative term . Raw data can be input to a computer program or used in manual procedure such as analyzing statists from a survey. The term can be referred to the binary data on electronics storage devices such as hard disks drives.

It is like the eyewitness testimony at a trials .No one has tarnished it or spun it adding their own opinion or bias so can from bisis of objective conclusions . primary data are those which are collected for first time and so are crude form.

It is collected either by the investigator himself or through his agents .These are different methods of collectiong primary data .Each method has its relative merits and demirts .The investigator has to chose a particular method to collect the information.

Method of primary or raw data collection used in this study is :-

2.3.1 Direct personal observation:-

This is a very general’s method of collection primary data .Hence the investigator directly contacts the informants, solicits their corporation and enumerates the data.

The information is collected by direct personal interviews.

Indirect Personals Oral Interview.

This is an indirect method of collection primary data .Here information is not collected directly from the source but by the interviewing personals closely related with the problem. This method is applied to apprehends culprits in case of theft murder etc. The information ‘s relating to one’s personals life or which the informants hesitates to reveal are better collected by this method..here the investigator prepare a small list of question relationing to the inquiry .The answer are collected by inviewing person well connected with the incidenent . the investigator should cross examine the informet to get correct information .

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2.3.2 Questionnaire Method

This is very commonly used method of collecting primary data .here information is collected through a set of questinaure .A questionaure is a document prepare by the investigator containing a set of question. These question relating to the problem of inquiry directly or indirectly. Here first the equestinaure are mailed to informant with aformal request to answer the question and send them back

Questionnnaire have advantage over some other type of survey in that their are chief, do not requiry as muvh affered from a questioner as verbal telephone survey and often have standardized answweeer that make it simple to complied data .How ever such standrized anser may frusta user questionannare may also sharply limited by the fact that respondant must be able to read the question and responded to them. Thus for some degeographic group condactioning survey by questionannre may not be practical.As a type of Survvey, questionnaire also have many of the same problem relation to question construction AND WORDING THAT EXIT in other type of opinion poll .

2.4 Secondary Data

Secondary Data is data collected by someone other than the user .Common source of secondary data for social science include censuses, organizational record and data collected through qualitative methologies in qualities research .Primary data by contrast are collected by the investigator conduction the research.

Secondary data is data that have been already collected by and readily available from other sources. Such data are cheaper and more quickly obtainable then the primary data and also may be available when primary data can not be obtained at all.

Secondary data analysis saves time that would otherwise be spent collecting and particularly in case of quantitative data provide larger and higher quality data base that would be unfeasible for any in visual researcher to collect their own .In addiction analysts of social and economic change consider secondary data essential since it is impossible to conduct a new survey that can adequately capture past change and or development.

When using secondary data in an analysis, there are some important things that must be done before hand. Since the researcher did not collect data, he or she is usually not familiar with data set, including how the data was collected what the response categories are for each question whether are not weights not to be applied during the analysis whether are not cluster or stratification need to be account for who the population of study case etc. Basically researcher needs to become as familiar as possible with the data set and the data collection process used.

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There are a great deal of secondary data resources and data sets available for sociological research. Many of which are public and easily accessible. Read or more about commonly used secondary data sets.

2.5 Limitation

1. The scope of the project is limited to sagar city only so we cannot say that the same response will exists throughout India.

2. Due to time constrain our sample size were restricted to 50%.3. People were unwilling to response.4. The personal bias, prejudices and whims of the customer in some case.5. Handicapped because of lack of time, money and manpower.6. Company information cannot be gained easily because of confidentiality.

2.6 Scope of study

This study entails to various dimensions as customer behavior is applicable to marketing of this product in market. And this is a market survey related to customer satisfaction .So this project is helpful in the area of

To know the customer preference To know about the awareness about Sony television Consumer attitude towards the Sony television The future scope of this report. To know the impact of advertisement of Sony television. To know that the consumer are satisfied with the quality of Sony satisfaction. To know the brand loyalty of Sony television in market To know the overall satisfaction level of consumer

Measuring Customer Satisfaction and Perception for Sony Television in Sagar City of Madhya Pradesh

Dear Respondent, We are conducting a small survey on “Measuring Customer Satisfaction and Perception for Sony Television” and therefore we need your time to fill the following

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questionnaire. This survey is the part of my study and I am ensuring you that no part of the information will be used for any other purposes except academic work.

Section: A – Demographic ProfileName Age

Gender ProfessionAnnual Family Income in Rs.

Mobile (Option)

Email (Optional) Address

Section: B Question for detailed information

1. What attract you to buy Sony television from all other brand?

Price quality brand name others

2. Are you satisfy with the price of Sony television?

Ye s no

3. Did you get any offer or discount while purchasing Sony television?

Yes no

4. Which brand of television you had before Sony?

Samsung LG Videocon others

5. Why you switch for Sony television from previous brand?

Picture quality brand name new technology other

6. From which source of media you get to know about Sony television?

Television print media internet other

7. Are you satisfy with the dealership or availability of Sony television?

Yes no

8. What you like the most in Sony television?

Sound picture features other

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9. Are you satisfy with the features of Sony television?

Yes no

10. Will you recommend Sony television to others?

Yes no

11. Are you satisfy with the after sale service of Sony television?

Yes no

12. when did you purchase Sony television?

Jan- March Apr-June Jul-Sep Oct-Dec

13. Are you satisfy with the performance of Sony television?

Yes no

14. Are you satisfy with the availability of Sony television in Sagar?

Yes no

Demographic profile

Basis Male female

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Respondents gender 5 2

Age group 18-20 years 19-22 years

Annual family income( in Rs) 60,000 – 2,50,000 2,00,000 – 3,00,000

Profession Students students

Number of respondents - 07

Detailed analysis of response from respondents

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5

2

customers Attraction

price qaulitybrand nameother

From the above information given it is shown that 5 out of 7 Sony television users attract towards Sony due to quality . others attracts by brand name.

satisfied dissatisfiead0

0.5

1

1.5

2

2.5

3

3.5

4

price satisfaction

number of respondent

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satisfied dissatisfied0

1

2

3

4

5

6

7

8

9

10

response towrads availibilty sat-isfaction of Sony television

5

2

Reason to switch from previus brand

picture qaulity brand namenew technology other

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5

2

media presence of Sony

televisionprint mediainternetother