Rourkela Institute of Management Studies, Rourkela 56 Synopsis BUYING BEHAVIOR OF CONSUMER TOWARDS SONY ELECTRONICS IN LUCKNOW This project report is submitted in partial fulfillment for the Requirement of “Masters of Business Administration” by Shahnawaz Adil MBA Integral University,Lucknow Roll no: 1100122143 Under the guidance of Zahid Raza Khan Asst. Professor, Marketing Integral University
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Rourkela Institute of Management Studies, Rourkela 56
Synopsis
BUYING BEHAVIOR OF CONSUMER TOWARDS SONY ELECTRONICS IN LUCKNOW
This project report is submitted in partial fulfillment for the Requirement of “Masters of Business Administration”
byShahnawaz Adil
MBAIntegral University,Lucknow
Roll no: 1100122143
Under the guidance of
Zahid Raza KhanAsst. Professor, Marketing
Integral University
Rourkela Institute of Management Studies, Rourkela 57
Declaration
I hereby that I have worked on the topic “BUYING BEHAVIOR OF CONSUMER TOWARDS SONY ELECTRONICS IN LUCKNOW”
All the information that has been collected, analyzed and documented for the project is authentic possession to me.
I would like to categorically mention that the work here has neither been purchased nor acquired by any other unfair means. The data and information existing in this report are accurate and update to the current data, to the best of our knowledge.
However, for this purpose of the project, information already compiled in many sources has been utilized.
All information in this report is true representation of what I have experienced during the project.
Shahnawaz Adil
Rourkela Institute of Management Studies, Rourkela 58
Acknowledgement
Co-operation and building up of moral are the essence of success. These are two factors that go a long way in achieving it. It is a Herculean task, which lacks these two determinants of success. It was an opportunity and great pleasure for me to be in such an environment and having interaction with concerned people.
I express my heartily respect and profound thanks for their enlightening and meticulous guidance for the consummation and evaluating of this project.
Prof. Zahid Raza Khan, Faculty Member, Department of Management & Research, who was in the role of my Faculty Guide, left no stone unturned in guiding me along the course of my Project work.
I am grateful to them those given me this opportunity to work on such type of project, without their, it is not possible for me to complete the project.
Finally, to my parents, for all the tea and care with which they overwhelmed me through these long months of creation.
I sincerely hope that my first venue in this field is appreciated. Offering thanks.
Shahnawaz Adil
Rourkela Institute of Management Studies, Rourkela 59
EXECUTIVE SUMMARY
The Indian consumer durables industry has witnessed a considerable change in the past couple of years. Changing lifestyle, higher disposable income coupled with greater affordability and a surge in advertising has been instrumental in bringing about a sea change in the consumer behavior pattern.
This industry consists of durable goods used for domestic purposes such as televisions, washing machines, refrigerators, microwave ovens, mobile phones etc. The growth in the consumer durables sector has been driven primarily by factors such as the boom in the real estate & housing industry, higher disposable income, emergence of the retail industry in a big way coupled with rising affluence levels of a considerable section of the population.
As per a survey conducted by FICCI on the Indian consumer durables industry, a shift in consumer preferences towards higher-end, technologically advanced branded products has been quite discernable.
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OBJECTIVES OF THE STUDY:
Different Companies/brands are available in the consumer durable market to customers like Sony, Samsung, LG, Philips, Panasonic etc. Sony is the leading brand name in the consumer durable market.The final decision of transaction is totally depend on the consumer, consumer may have different perception for his satisfaction for particular brand and company has to fulfill consumer’s requirement. Hence the concerned project is undertaken:-
To analyze the customer’s requirement.
To study the Competitor’s service attitude of staff member to customers.
To find out the strength and weakness of competitors.
To provide the better services & try to built the credibility in the consumer.
To know the opinion & suggestions of customers.
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COMPANY PROFILE
In a burnt-out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and Akio Morita, running a company then known as Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kicked-off their desire to produce products for everyday life. In 1958, the company name was changed to Sony Corporation and since then, Sony has become one of the most recognised brand names in the history of the modern world. From the outset, Ibuka and Morita strove to develop exciting products to fulfill people dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Betacam, Handycam, the Compact Disc and the floppy disc .Sony has continually made things better, smaller and more innovative than ever thought possible.
Sony Corporation now spans a range of industries including audio visual electronics, information technology, broadcast, telecommunications, entertainment, satellite broadcasting and even insurance and finance.
Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sony’s vision is to offer people exciting new products and new lifestyles and remains committed to the challenge of creating and realizing these dreams.
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Sony in India
Sony is not new to India. Whether it was the television, or the walkman, a Sony always remained a must in the wish list of any Indian, returning home from abroad This love for the brand culminated in a new relationship when inspired by a reform friendly Indian business environment, Sony Corporation decided to set
up a 100% subsidiary called Sony India on 16th January 1995.
COMPANY MISSION
Sony India focused towards making a difference in the lifestyles in the Indian market and open up new vistas of entertainment in the country. Sony India remains committed towards offering new age technology and digital concepts while working hand in hand with the Indian industry to produce and sell
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excellence. Their consistent commitment towards service has brought the company quite closer to the Indian customer.
Unders ta nd i ng The B u y ing B e h av i o r Of Co nsu mer s
Definition
Purchase decision making pattern that is a complex amalgam of needs and desires, and is
influenced by factors such as the consumer's (1) societal role (parent, spouse, worker,
etc.), (2) social and cultural environment and norms, and (3) aspirations and inhibitions.
Buying Behavior is in the Advertising, Marketing, & Sales and Purchasing & Procurement
subjects.
Buying Behavior appears in the definitions of the following terms: marketing