Manipal University,

Synopsis Project Report On

date:15/07/2013

Submitted in partial fullfilment of Master of Business Administration to Bangalore.

Submitted by M.B.A - 3rd sem Batch 09. Reg No: Specialization Marketing.

Under Supervision of

Declaration

I, Mohammed.Fazel.N here by declare that the project Entitled Consumer Buying Behavior in Sony Product is the outcome of my research work. No part of this research has been submitted earlier by anyone to any institute or university for the award of any Degree/ Diploma.

The source of material, data used in this study has been acknowledgement.

Date : 15-july-2013. Place : Bangalore

Mohammed.Fazel.N ( Researcher )

Acknowledgement

I wish to express my gratitude to Salman.G , Sony-viao Specialist- Sales Department, for providing me all the facilities required in completing the project and providing me an opportunity to carry out my project as a partial fulfillment for M.B.A degree.

I initially thank my research guide for his untiring devotion, noble guidance, valuable suggestions and above all continuous encouragement, which has played an important role in completion of my project.

Date : 15-july-2013. Place : Bangalore

Mohammed.Fazel.N ( Researcher )

Certificate

I hereby certified that this project entitled Consumer Buying Behavior in Sony Product submitted by Mohammed.Fazel.N to Manipal University for the award of degree in Master in Business Administration (M.B.A) Marketing as specialization, is original research work carried out under my sufficiency high standards to warrant its submission to the university for the award of said degree.

No part this of this research has been submitted earlies to any institute / University for the award of any degree/diploma.

The assistance and help rendered to the research the course of his investigation in the form basic source material and information has been duly acknowledged.

Salman.G Ph: 9035400419 Signature : Date:

Sony India Pvt Ltd. (Sales Department )Bangalore.

Executive Summary

One of the most recognized brand names in the world today, Sony corporation, it was established in Japan and came in Indaian market in November 1994, focusing on sales and marketing of sony products in the country. In a span of 18 years sony india has exemplified the quest for excellence in the world of digital lifestyle becoming countrys foremost consumer e-electronic brand. With relentless commitment of quality, consistent dedication to consumer satisfaction and unparalleled standars of services, sony india is recognized as benchmark for new age technology, superior quality, digital cocepts and personlized 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 distribution network comprising of over 700 channel partners, 215 Sony world and Sony Exclusive outlets and 21 direct branch locations. Managed customers friendly and informed sales persons, Sonys exclucive stores, Sony world are fast becoming the most visible face of the company in India.

Objectve of the Project

The objective of this project is to ensure that I as an management student develop in real life for handling the specific project and also to develop all roundness in various management activities related to the area of my specialization. This gives me substantial corporate exposure and also serves as useful tool of interaction with corporate sector.

The project has been derived from the field of Marketing and is entitled as consumer buying behavior in Sony products from the data taken from Bangalore consumer consumptional variation on Sony products.

The main idea behind this project is: To study buying pattern of people towards different products. To determine the major factors influencing the buying decision process of the target group. To set out some basic marketing implications for the marketers to cater to different needs of the target group. To have some insights on the relationship between marketing stimuliation and youth responses. To serve as guideline for further research in this area.

Problem Solving

 Time constraints serves as the main limitation for commuincation as there are languages barrier an main problem in product to be put in front of customers. To design the optimal product or service for customers. To determine where the product or service should be available that would easy customers to buy . To determine what price will the customers give up purchasing products and services. To determine whice method of would be most effective for getting the customers to buy the product. Changing behaviour of customers towards product. To improve performance of the organization. To achieve the organizational objectives.

Research Methodology

Research Methodology is the procedure used in making systematic observation and obtaining data, evidence on information as part of research process. As per sonys research on its products range from Bravia theatre, Handy-cam, Walkman, Xplode, Memory sticks, Laptops, Play stations, Mobile sets, and cover all categories of audio/video enterainment products. Marketing Research is the function that links the consumers, customers and public to the marketer through information, that information is used to identify & define marketing opportunities and problem, generate and evaluate marketing action and monitors marketing programmes and improve understanding marketing process. - American Marketing Association.

Sonys Marketing Research : To make marketing decisions. Survive the competition. Help to decide target market. Maximize profit. Increase the sales.

Product range of Sony.

Data collection: The project consisted of analysis of performance of the several consumer durable brands. In this particular project fundamental research was also carried out which attempted to explore knowledge through methods like personal interaction with the customers. The required information for the project was gathered by following ways:

Primary Data: The information provided by the customer & staff members. Through personal interaction with help of questionnaries.

Secondary Data: Website of consumer durable brands like Sony, Samsung, L.G etc.

Swot analysis of SONY

Strength: Sony has built an good brand image and customer loyalty b their service and quality. Same price all over India is also a great attraction for customers. Service wise sony is best among all his competitors, shop ambience, environment and location is very convenient. To provide better service sony conducts the service camp & training and keep its employee update.

Weakness: High cost manufacturing base leading to lower margins. Legal proceedings likely to hamper corporate image.

Opportunities: Sony is leading brand in consumer durable market because of its better service and quality. It has a professionalism, good service attitute and knowledgeable staff & employees. Because of keen foresightedness of future demand and customer perception, sony can beat all the competitors.

Threats: Unfavorable foreign exchange rates likely to impact margins. Impact of the global economic slowdown.