a.dockhyati winter project title page.docx

8/10/2019 A.docKHYATI WINTER PROJECT TITLE PAGE.docx

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A

WINTER PROJECT REPORT

ON

CUSTOMERS PERCEPTION TOWARDS 4PS FOR SONY LCD TELEVISION WITHRESPECT TO SURAT CITY

AT

SONY CENTER

Submitted in the partial fulfillment of the requirement of

Bachelors of Business Administration (B.B.A)

UNDER THE GUIDANCE OF: SUBMITTED BY:

MR. HIREN S. PATEL KHYATI R. SHAH

ROLL NO: 23

(MARKETING)

SUBMITTED TO:

Shree Uttar Gujarat BBA College

Affiliated to Veer Narmad South Gujarat University

YEAR 2013-2014


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DECLARATION

I, the undersigned, KHYATI R. SHAH student of SHREE UTTAR

GUJARAT BBA COLLEGE, affiliated to Veer Narmad South Gujarat University,

hereby declare that the winter training report titled CUSTOMERS

PERCEPTION TOWARDS 4PS FOR SONY LCD TV Surat is my original

research work study under valuable guidance and supervision.

I also declare that facts and data in this report are true to the best of my

knowledge. The report is based on my work and my indebtness to other work or

publications, if any, has been duly acknowledged. This report has not been

previously submitted for the award of any degree or diploma or any other similar

examination.

Place: SURAT KHYATI R. SHAH

Date: T.Y.BBA- MARKETING


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ACKNOWLEDGEMENT

Gratitude is a not a thing of expression; it is more a matter of feeling.

I take the opportunity to express the feeling of gratitude towards Veer Narmad South Gujarat

University for keeping Industrial training as a part of Bachelor of Business Administration

course.

It has been rightly said that efforts of a person leads to success in any good work only with the

cooperation and help of others. So first I would like to thank Shree Uttar Gujarat BBA

College, for giving me an opportunity to do Industrial Training and project work as a special

subject and providing such a wonderful platform to represent ourselves as BBA students.

From an institution side I owe great and deepest thanks to my mentor, Mr. Hiren S. Patel for

their encouragement and important guidance in project. My, deep sense of gratitude towards

Sony Center, Surat and Mr. Dharmesh Modi (Manager) who has been helpful to me in

completing the project report.

I would also like to say thanks to my parents and friends who cooperated with me during the

entire training and survey.


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EXECUTIVE SUMMARY

In present scenario, to survive in market in such a tough competition is very difficult so each and

every company has to adopt strategies to gain its competitive advantage in such a toughcompetitive era.

It is very necessary for a company to know the customers perception towards the product i.e.

basically what the customers think and feel about the product of a particular company. The study

on customers perception conducted helps a company to know that w hat kind of product they

should design for consumers and what kind of changes and innovation they can make in their

existing products.

So, I have conducted this study to know Customers Perception towards 4Ps of Sony LCD TV.

The main objective of this study is to get the knowledge that how the company performs and

most importantly what is the current customers perception towards 4Ps of Sony LCD TV.

So firstly, I have given details of the related industry of LCD TVs i.e. Consumer Durables

Industry and then the details about my company i.e. Sony. The objective of this study is attained

by method of survey, collection of data and analysis of collected data. There were few

limitations faced by me during the entire study of project.

In this project report, I have conducted pilot survey of 20 samples and from that I derived mysample size of 140 respondents. I have surveyed 140 samples from different areas of Surat city to

collect the data. The data collection tool used by me was Questionnaire. I have made tables

representing frequency and the total percentage of respondents and different graphs for

systematic presentation of my collected data. I have used bar graph, pie chart, column chart,

pyramid chart, etc.


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I have used both primary as well as secondary data. I have collected the data through personal

survey. The survey method used is Non Probability Convenience Sampling Method due to the

limitation of lack of knowledge being a student, large population and cost of survey.

The findings and conclusion includes the facts discovered from the survey. From the facts

derived I have made suggestions to the company to focus on competing with other key players,

after sales services and provide discounts and vouchers.

And, ultimately I have concluded project that customers have positive perception which resulted

into fulfillment of objectives with which the project was started.


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INDEX

Sr. No Topic Page. No

Title Page

Company Certificate

College Certificate

Declaration

Acknowledgement

Executive Summary

1. Introduction of Industry 1

2. Introduction of Organization 12

3. Literature Review 30

4. Research Methodology 36

4.1 Introduction 37

4.2 Objective of the study 37

4.3 Significance of the study 37

4.4 Scope of the study 37

4.5 Hypothesis Formulation 38

4.6 Choice of Research Design 38

4.7 Sampling Method 38

4.8 Sample Size 39

4.9 Sampling Plan 40

4.10 Sampling Frame 404.11 Tools of gathering data 404.12 Geographical area 41

4.13 Source of data 41

4.14 Plan for data analysis 414.15 Limitations of the study 42


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LIST OF TABLES

Sr. No Topic Pg. No

1.1.1 Table showing leading consumer durables companiesand their market share in %

4

1.1.2 Table showing market size of consumer durables goodsin units

4

1.1.3 Table showing ETOP of consumer durables industry 7

2.1 Table showing company profile of Sony 13

2.2 Table showi ng Sonys sales and distribution bygeographical area in 2009

18

2.3 Table showing awards and recognitions of year 2011 23



2.6 Table showing Sony Center Profile 29

4.1 Table showing numbers of satisfied and dissatisfiedrespondents

39

5.1.1 Table showing gender wise respondents 44

5.1.2 Table showing age wise respondents 45

5.1.3 Table showing employment wise respondents 46

5.1.4 Table showing annual income wise respondents 47

5.2.1 Table showing response towards best sound clarity 48

5.2.2 Table showing response towards best resolution 49

5.2.3 Table showing response towards good quality of USBPort

50


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Sr. No Topic Pg. No

5.2.4 Table showing response towards good quality ofBluetooth

51

5.2.5 Table showing response good quality of SD Card slot 52

5.2.6 Table showing response towards good quality of HDMIPort

53

5.2.7 Table showing response towards good quality of 3DResolution

54

5.2.8 Table showing response towards conveniences of aftersales services

55

5.2.9 Table showing response towards reasonableness ofinitial price

56

5.2.10 Table showing response towards conveniences of EMIfacilities and payment options offered

57

5.2.11 Table showing response towards attractiveness ofdiscounts offered

58

5.2.12 Table showing response towards reasonableness ofcorporate discounts offered

59

5.2.13 Table showing response towards reasonableness ofvouchers offered

60

5.2.14 Table showing response towards easy availability atretail stores

61

5.2.15 Table showing response towards reputation of dealers 62

5.2.16 Table showing response towards attractiveness andconvenience of ambience of store of dealers

63

5.2.17 Table showing response towards entertaining effect ofadvertisements

64

5.2.18 Table showing response towards recommendation tofriends and relatives

65

5.2.19 Table showing response towards next purchase 66


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LIST OF GRAPHS AND DIAGRAMS

Sr. No Topic Pg. No

1.1.1 Graph showing SWOT Analysis of Consumer DurablesIndustry

5

3.1 Diagram showing Law of Closure 33

3.2 Diagram of Perception Model 35

4.1 Diagram of map of Surat 41

5.1.1 Graph showing gender wise respondent 44

5.1.2 Graph showing age wise respondents 45

5.1.3 Graph showing employment status wise respondents 46

5.1.4 Graph showing annual income wise respondents 47

5.2.1 Graph showing response towards best sound clarity 48

5.2.2 Graph showing response towards best resolution 49

5.2.3 Graph showing response towards good quality of USBPort

50

5.2.4 Graph showing response towards good quality ofBluetooth

51

5.2.5 Graph showing response good quality of SD Card slot 52

5.2.6 Graph showing response towards good quality of HDMIPort

53

5.2.7 Graph showing response towards good quality of 3DResolution

54

5.2.8 Graph showing response towards conveniences of aftersales services

55

5.2.9 Graph showing response towards reasonableness ofinitial price

56

5.2.10 Graph showing response towards conveniences of EMIfacilities and payment options offered

57


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Sr. No Topic Pg. No

5.2.11 Graph showing response towards attractiveness ofdiscounts offered

58

5.2.12 Graph showing response towards reasonableness ofcorporate discounts offered

59

5.2.13 Graph showing response towards reasonableness ofvouchers offered

60

5.2.14 Graph showing response towards easy availability atretail stores

61

5.2.15 Graph showing response towards reputation of dealers 62

5.2.16 Graph showing response towards attractiveness and

convenience of ambience of store of dealers

63

5.2.17 Graph showing response towards entertaining effect ofadvertisements

64

5.2.18 Graph showing response towards recommendation tofriends and relatives

65

5.2.19 Graph showing response towards next purchase 66

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