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A

PROJECT REPORT

ON

Market research

ON

Consumer preference

For

Different brands of television


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---: CERTIFICATE OF THE ORGANIZATION:---


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GUIDE CERTIFICATE

DEPARTMENT OF BUSINESS ADMINISTRATION,

FACULTY OF MANAGEMENT,

BHAVNAGAR UNIVERSITY,

BHAVNAGAR.

This is to certify that Mr. AMIT K VAJA, student of Department of Business Administrati

Bhavnagar University, has submitted his summer training report titledMARKET RESEAR

On consumer preference for different brands of television in the academic year

2012.

He prepared a report under my guidance and direction.

DATE: 01/09/2011 project guide:

PLACE: BHAVNAGAR Dr. B.C.Ajmera


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PREFACE

KNOWLEDGE IS POWER AND IDEAS RULE THE WORLD.

Any human being when enters into the world enters with a raw brain and

mind. He gains knowledge from the experience of his human ancestors

through the Bibles of knowledge.

Also knowledge if not implement for actions gets rusted or in length is

nothing. Study of management will be immaterial if it is not coupled with the

practical studies.

Practical training, which is a part of management studies, intends to provide a

student with sufficient knowledge to develop an equation to connect theory

and practical aspects and thereby gives an opportunity to test and verify

application of theory and Comprehends interaction between management

concepts and practice.

It is with great sincerity and enthusiasm that we take up the challenge thatthis field has placed before us and hope to succeed with guidance from our

professors.


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ACKNOWLEDGEMENTS

Every work that one completes successfully stands on constant

encouragement and supports by mentors our zeal for doing the tasks given.

Through this I would like to express my sincere gratitude to all those who have

been like foundation in the completion of my project.

I express my deepest sense of gratitude to all the members of the

department, who had advised, motivated and guided me through our my study

they have guided me in a professional way giving me practical experience

regarding the study to enhance the quality of the project report.

I would like to thanks Dr.B.C.Ajmera for guiding me for the

functional training report.

Last but not the least, I also express my grateful thanks to

respondents for giving their valuable time to make this project to success.

PLACE: BHAVNAGAR


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DECLARATION

I hereby declare that the summer project report title market research on

consumer preference for different brands of television is based on

original piece of work done by me for the fulfillment of the award of the

degree of Master of Business Administration and whatever information has

been taken from any sources had been duly acknowledged.

I further declare that the data & information received from the sources are

authentic and is used for academic purpose only.

Amit K Vaja

Date: - 25-06-2011

Place: - BHAVNAGAR


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---: EXECUTIVE SUMMERY:---

In todays competitive world theoretical knowledge is not going to do well to

anyone. In order to be successful along with theoretical knowledge practical

knowledge is too required. In MBA program one summer training report is

studied as whole subject. In which student has to go in any company, firm or

organization and get practical knowledge of the current market scenario. As a

part of my studies, I also gained some practical experience during the

industrial training undergone at Tak home Ltd.

As I took training from Tak home Ltd My research objectives are as under. I

want to know that how people are aware about the different brands of

television. Is their advertisement attracting the people? What the people do

while choosing a television?

I have done my research by help of the questionnaire. I fill up such

questionnaire by different customers and after analyze it I come to know that

Sonys brand image is very high In current market.

But customers are interested in good quality and also branded item so Tak

home agency gives more attention on local customer so they can easily

achieve large number of costumers.

For primary data collection I have cover Bhavnagar city.

In this project I have taken response of 100 people in Bhavnagar city form

various areas of the city.


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---: Literature Review: ---

The television industry in India is about 51 years old. A television

is a common household appliance that television transition is the process in whichanalog television broadcasting is converted to and replaced by digital television.

This primarily both TV stations and over- the air viewers, however It also involves

content progress like TV networks and cable television conversion to digital cable.

Industries characterized by cross-market effects (such as Media,Advertising, Software, Network Television and Radio) have annual revenues ofapproximately $200billion/year in the United States alone (U.S. Bureau of theCensus (1997), Tables 886, 903). Surprisingly, given the importance of these

industries, very little research has been done which discusses cross-market effects.

Broadly speaking, my results have similarities to the network externalitiesliterature. Economides (1996) examined network externality effects in relation toinvitations to enter.

Katz and Shapiro (1985) looked at the role consumer expectations play inmarkets with network externalities and firms' decisions regarding compatibilitywith competitors. Farrell and Saloner (1986) looked at the implications of theinstalled user base in markets with network externalities. Gandal (1994) and

Brynjolfsson and Kemerer (1996) demonstrated that network externalities are notmerely a theoretical construct.

They found clear econometric evidence supporting the existence ofnetwork externalities in the market for PC software. When we compare previousresearch with latest research we found that customers choice are varies withrespect to time. Previous report states that BPL was famous among the

people. People had faith in this brand but today many people dont know thebrand of BPL. They are not aware about it. Previous report Panasonic was not

added even in the list of TV, but today most of people know about Panasonicbrand.The television is a relatively modern invention among home appliance.

It is very basic necessary entertainment part in day to day life style


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---: INDEX: ---

NO ---: NAME OF THE COTENTS :--- PGN

1 ---: General Information :--- 11

1.1 Company profile 11

1.2 History and development 12

1.3 Size of the unit &form of company 13

2 ---: About the television :--- 14

2.1 History of television 14

2.2 The first 75 years of television 15

2.3 Television in India and their development 17

2.4 About the television industry 19

3 ---: Consumer preference:--- 29

3.1 In Economic and Marketing 29

3.2 In law and Politics 29

4 ---:Brand preference:--- 31

4.1 construction 32


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NO PGN

6 ---:Market Research:--- 34

6.1 Market Research Process 37

6.2 Types of Research Study 44

6.3 Research Methodology 46

7 ---:Data Analysis:--- 46

8 ---: Limitation:--- 64

9 ---:finding :--- 65

10 ---:suggestion:--- 66

11 ---:conclusion:--- 67

12 ---:Bibliography:--- 68

13 ---:Questionnaire:--- 69


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---: Company Profile: ---

Name : TAK HOME

Establishment year : 1991

Type of Organization : PARTNERSHIP

Accounting Year : 1st

April to 31st

March

Product Selling : Home Appliances Such as Refrigerator, Television, Washing

machine, microwave, Air-Conditioner etc

Distributorship : Whirlpool Refrigerator

Owner of the Agency : Mr. TANSUKHBHAI C. SHAH

Media of Advertisement : NEWSPAPER

Address :15,16,BulbulApartment,Crescentchawk,

Bhavnagar-364001


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---: History of Tak Home: ---

Tak Home has established in 1988 by Mr. Tansukhbhai shah and his

sons. This agency deals with the home appliances such as Godrej, LG, Whirlpool,

Haier, etc. At the initial stage it had taken the distributorship of Godrej Company

and became no.1 in sells of godrej products in saurastra region in 1995-96. It was

its best achievement, so that agency has received award at Australia by president of

Godrej Company. Then onwards it never looked back. Tak home always believed

in certain mantras of success and has stuck to them steadfastly. The basic

philosophy that has held true is-DO UNTO OTHERS AS OTHERS DO UNTO

YOU. The agency belief that Tak home stands for and has inculcated in all their

employees are work is worship and help, service and guidance even after sales.

In 1997, Tak home had done a fair at shire swaminarayan gurukul

sardarnagar Bhavnagar for 2 days and has received a huge response from

Bhavnagar district. At that time it sold different brands of home appliances. These

brands were LG, Samsung, Daewoo, Godrej-GE, Sony etc. At the same year Tak

home has separated into two parts. Tak home and Tak home Agency. Tak home is

a Partnership based Organization while Tak home agency is Proprietorship based

organization. Tak home deals with LCD, LED television and Air conditions while

Tak home Agency deals with Refrigerators and microwave oven.

Previously in television it had a distributorship of Sansui, Samsung,

Haier, Sony, LG, and right now agency has the distributorship of Toshiba

television, while in refrigerator it had a distributorship of Godrej-GE, Haier, LG,

Samsung, and Daewoo. Since 2000 it had a distributorship of whirlpool

refrigerator. In Air Condition it had a distributorship of Godrej, Haier, whirlpool

etc., and right now they are the distributor of Panasonic. In Washing machine, it

had a distributorship of Samsung, LG, Haier, Godrej-GE, and right now they are

the dealer of Panasonic.In Academic year 2010-11, Tak home agency has a turn over of

Rs. 2crore.


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SIZE OF UNIT & FORM OF ORGANIZATION

TYPES OF ORGANIZATION

Organization can be of following types:

1. Sole Proprietorship

2. Partnership

3. Joint stock company

4. Co-operative organization

5. Government department6. Public corporation

As far as TAK HOME is concerned, it is a PARTNERSHIP

SIZE OF UNIT

The government has prescribed three standards in view of the size of Unit,

which are as follow:

1. Small Scale : Investment up to 60 lacks

2. Medium Scale : Investment between 60 laces to 1 corer

3. Large scale : Investment more than 1 corer

TAK HOME is a small scale industry.


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History of television

Television was not invented by a single inventor, instead many people working

together and alone over the years, contributed to the evolution of television. But it

was one of the greatest 20th century inventions.

The beginnings of mechanical television can be traced back to the discovery of the

photoconductivity of the element selenium by Willoughby Smith in 1873, the

invention of a scanning disk by Paul Gottlieb Nipkow in 1884 and John Logie

Baird's demonstration of televised moving images in 1926.
http://en.wikipedia.org/wiki/Photoconductivityhttp://en.wikipedia.org/wiki/Seleniumhttp://en.wikipedia.org/wiki/Willoughby_Smithhttp://en.wikipedia.org/wiki/Nipkow_diskhttp://en.wikipedia.org/wiki/Paul_Gottlieb_Nipkowhttp://en.wikipedia.org/wiki/John_Logie_Bairdhttp://en.wikipedia.org/wiki/John_Logie_Bairdhttp://en.wikipedia.org/wiki/John_Logie_Bairdhttp://en.wikipedia.org/wiki/John_Logie_Bairdhttp://en.wikipedia.org/wiki/Paul_Gottlieb_Nipkowhttp://en.wikipedia.org/wiki/Nipkow_diskhttp://en.wikipedia.org/wiki/Willoughby_Smithhttp://en.wikipedia.org/wiki/Seleniumhttp://en.wikipedia.org/wiki/Photoconductivity


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Television History - The First 75 Years

1935

Television came into being based on the inventions and discoveries ofmany men

and scientists. The 'first' generation of television sets was not entirely electronic.

The display (TV screen) had a small motor with a spinning disc and a neon lamp,

which worked together to give a blurry reddish-orange picture about half the size

of a business card! The period before 1935 is called the "MechanicalTelevisionEra". This type of television is not compatible with today's fully-electronic

television system.

1935-1941

During this period, 'electronic' television was perfected. Several countries began

broadcasting, most experimentally, with limited numbers of TV-sets in the hands

of the public.

Television during World War-II

World War-II halted nearly all television broadcasting worldwide. There are some

notable exceptions which will be covered here in this special section.
http://www.tvhistory.tv/early_inventors.htmhttp://www.tvhistory.tv/early_inventors.htmhttp://www.tvhistory.tv/1920s%20TV%20Picture.htmhttp://www.tvhistory.tv/1920s%20TV%20Picture.htmhttp://www.tvhistory.tv/early_inventors.htmhttp://www.tvhistory.tv/early_inventors.htm


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1946-1949

The time period after World War-II is considered the last and final birth of

television. Families had accumulated savings during the war years, and were eagerto purchase homes; cars and other luxuries denied them during the war. Television

sets were soon added to the 'must have' list. The explosion of sets into the

American marketplace occurred in 1948-1949. The post-war sales boom for

England followed a few years later.

1950-1959

1950-1959 was an exciting time period for television. In the USA, B&W

television exploded onto the scene at the beginning of the decade, mid-decade saw

electronic color television and remote controls launched, and at the end of the

decade the public witnessed some interesting styling changes and the introduction

of transistorized television. The toddler was becoming an adolescent.

1960-2000

This 40 years was golden years for television industry because in this year so

many companies came in television market five major country for who produce

television in that time

British Television Sets

German Television Sets

Italian Television Sets

Japanese Television Sets

Russian Television Sets
http://www.tvhistory.tv/advertising3.htmhttp://www.tvhistory.tv/Remote%20Controls.htmhttp://www.tvhistory.tv/Remote%20Controls.htmhttp://www.tvhistory.tv/advertising3.htm


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---: TELEVISION IN INDIA AND THEIR DEVELOPMENT: ---

Television in India is a huge industry and has thousands of programmers

in all the states ofIndia. Terrestrial television in India started with the experimentaltelecast starting in Delhi on 15 September 1959 with a small transmitter and a

makeshift studio. The regular daily transmission started in 1965 as a part of All

India Radio. The television service was extended to Bombay (now Mumbai) and

Amritsar in 1972. Up until 1975, only seven Indian cities had a television service

and Doordarshan remained the sole provider of television in India. Television

services were separated from radio in 1976. National telecasts were introduced in

1982. In the same year, color TV was introduced in the Indian market. Indian small

screen programming started off in the early 1980s. At that time there was only one

national channel Doordarshan, which was government owned.

The central government launched a series of economic and social

reforms in 1991 under Prime Minister Narasimha Rao. Under the new policies the

government allowed private and foreign broadcasters to engage in limited

operations in India. This process has been pursued consistently by all subsequent

federal administrations. Foreign channels like CNN, Star TV and domestic

channels such as Zee TV and Sun TV started satellite broadcasts. Starting with 41

sets in 1962 and one channel, by 1991 TV in India covered more than 70 millionhomes giving a viewing population of more than 400 million individuals through

more than 100 channels

In 1992, the Indian government led by P. V. Narasimha Rao started a

series of economic reforms including the liberalization of the broadcasting

industry, opening it up to cable television. This led to an explosion in the Indian

cable TV industry and saw the entry of many foreign players like Rupert

Murdoch's Star TV Network, MTV, and others.
http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/All_India_Radiohttp://en.wikipedia.org/wiki/All_India_Radiohttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Amritsarhttp://en.wikipedia.org/wiki/Doordarshanhttp://en.wikipedia.org/wiki/Narasimha_Raohttp://en.wikipedia.org/wiki/P._V._Narasimha_Raohttp://en.wikipedia.org/wiki/Cable_televisionhttp://en.wikipedia.org/wiki/Star_TV_%28Asia%29http://en.wikipedia.org/wiki/MTV_Indiahttp://en.wikipedia.org/wiki/MTV_Indiahttp://en.wikipedia.org/wiki/Star_TV_%28Asia%29http://en.wikipedia.org/wiki/Cable_televisionhttp://en.wikipedia.org/wiki/P._V._Narasimha_Raohttp://en.wikipedia.org/wiki/Narasimha_Raohttp://en.wikipedia.org/wiki/Doordarshanhttp://en.wikipedia.org/wiki/Amritsarhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/All_India_Radiohttp://en.wikipedia.org/wiki/All_India_Radiohttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/India


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As of 2010, over 500 TV Satellite television channels are broadcasted in

India. This includes channels from the state-owned Doordarshan, News

Corporation owned STAR TV, Sony owned Sony Entertainment Television, Zee

TV, Sun Network and Asia net. Direct To Home service is provided by Airtel

Digital TV, BIG TV owned by Reliance, DD Direct Plus, Dish TV, Sun DirectDTH, Tata Sky and Videocon D2H. Dish TV was the first one to come up in

Indian Market, others came only years later.

DTH is defined as the reception of satellite programmers with apersonal dish in an individual home.

As of July 2011, India had roughly 35 million DTH subscribers.

DTH does not compete with CAS. Cable TV and DTH are two methodsof delivery of television content. CAS is integral to both the systems in deliveringpay channels.

Cable TV is through cable networks and DTH is wireless, reachingdirect to the consumer through a small dish and a set-top box. Although thegovernment has ensured that free-to-air channels on cable are delivered to theconsumer without a set-top box, DTH signals cannot be received without the set-top box.

India currently has 7 major DTH service providers and a total of over35 million subscriber households in mid 2011

Dish TV

Tata Sky

Airtel Digital TV

Sun Direct

Reliance Digital TV

Videocon D2H

DD Direct
http://en.wikipedia.org/wiki/Doordarshanhttp://en.wikipedia.org/wiki/News_Corporationhttp://en.wikipedia.org/wiki/News_Corporationhttp://en.wikipedia.org/wiki/STAR_TVhttp://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/Sony_Entertainment_Television_%28India%29http://en.wikipedia.org/wiki/Zee_TVhttp://en.wikipedia.org/wiki/Zee_TVhttp://en.wikipedia.org/wiki/Sun_Networkhttp://en.wikipedia.org/wiki/Asianethttp://en.wikipedia.org/wiki/Airtel_Digital_Tvhttp://en.wikipedia.org/wiki/Airtel_Digital_Tvhttp://en.wikipedia.org/wiki/BIG_TVhttp://en.wikipedia.org/wiki/DD_Direct_Plushttp://en.wikipedia.org/wiki/DishTVhttp://en.wikipedia.org/wiki/Sun_Direct_DTHhttp://en.wikipedia.org/wiki/Sun_Direct_DTHhttp://en.wikipedia.org/wiki/Tata_Skyhttp://en.wikipedia.org/wiki/Direct-broadcast_satellitehttp://en.wikipedia.org/wiki/Direct-broadcast_satellitehttp://en.wikipedia.org/wiki/Conditional_accesshttp://en.wikipedia.org/wiki/Conditional_accesshttp://en.wikipedia.org/wiki/Direct-broadcast_satellitehttp://en.wikipedia.org/wiki/Direct-broadcast_satellitehttp://en.wikipedia.org/wiki/Tata_Skyhttp://en.wikipedia.org/wiki/Sun_Direct_DTHhttp://en.wikipedia.org/wiki/Sun_Direct_DTHhttp://en.wikipedia.org/wiki/DishTVhttp://en.wikipedia.org/wiki/DD_Direct_Plushttp://en.wikipedia.org/wiki/BIG_TVhttp://en.wikipedia.org/wiki/Airtel_Digital_Tvhttp://en.wikipedia.org/wiki/Airtel_Digital_Tvhttp://en.wikipedia.org/wiki/Asianethttp://en.wikipedia.org/wiki/Sun_Networkhttp://en.wikipedia.org/wiki/Zee_TVhttp://en.wikipedia.org/wiki/Zee_TVhttp://en.wikipedia.org/wiki/Sony_Entertainment_Television_%28India%29http://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/STAR_TVhttp://en.wikipedia.org/wiki/News_Corporationhttp://en.wikipedia.org/wiki/News_Corporationhttp://en.wikipedia.org/wiki/Doordarshan


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Samsung

The Samsung Group is a Korean-based conglomerate that is among the

world's largest and most successful companies. Samsung had sales of $174 billion

dollars worldwide in 2007, despite a sharp downtown in the Asian markets. The

Samsung Electronics Group has continually taken a leading role in developing new

technologies for the television industry, resulting in improved viewing experiences

for consumers throughout the world. By the end of 2008, Samsung had been the

world's number one TV producer for 9 consecutive quarters.

The Earliest Years of Television

The earliest television sets were produced in the 1930s, and featuredprimitive technology and tiny screens. Broadcasts were extremely limited,and during the earliest years of television viewing, shows could only be seenin the US and parts of Europe and Russia. Around the same time, anentrepreneur in Taegu, Korea, began to explore various businessopportunities. On March 1, 1938, he founded an export company calledSamsung. During the 1930s and 40s, Samsung focused on exporting fish andgrains to China. At the same time, scientists and inventors around the worldworked to perfect television technology.

Samsung Turns to the Television Industry

By the end of WWII, television sets were commonly found in manyUS homes, and would explode in popularity across Europe over the nextdecade. By the mid-1960s, color television had begun to replace black andwhite technology. In Korea, as well as many other parts of Asia, televisionwas still widely unknown. As US and European manufacturers sought to sellTVs in Korea, the government stepped in to help with Korean television

production. In order to sell TVs in the country, international companieswould have to share the technology for this new product with Koreanmanufacturers. Many agreed to do so, and Samsung was one of thecompanies that benefited from this agreement.


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Color TV and Company Growth

In 1977, Samsung began to manufacture and export color televisionsthroughout Asia. By 1978, the company had produced more than 4 millionblack and white TVs, more than any other company in the world. By 1982,Samsung had produced over a million color TVs and 10 million black andwhite units for sale throughout the world. Though black and whitetechnology was considered outdated in North America and Europe duringthis time, there was still a huge demand for TVs of any kind in manydeveloping parts of Asia and South America


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LG

The LG Group is South Korea's third largest conglomerate, or chaebol,producing a range of products in three specific industries, spanning professionaland consumer electronics to industrial and household chemicals, with one hundredand forty-nine subsidiaries operating in over eighty countries. The group isengaged in chemicals, electronics, and telecommunications and services. Todaythey employ thousands of people and their assets consists of a total of fifty-onecompanies, with nine in electronics, eight in chemicals, and thirty-four intelecommunications with locations all around the world.

Its original name was The Lucky Chemical Industrial Corporation,and was the first Korean company to enter the plastics industry in 1952. Whileexpanding its plastics business, the company moved into electronics with a newbrand name in 1958. In 1959, the company produced South Korea's first radio. Forsome time, electronics were produced under the label, while chemicals, especiallyhousehold items like toothpaste and detergent, continued to be marketed under thebrand. In1995, however, its electronics arm was renamed something completelydifferent in order to better compete in Western markets. Recently, the company has

associated its marketing slogan which has become well known. In January 2009they became one of only a handful of companies to own a two-lettered domainname on the internet. Many companies simply can't use a two letter domain namebecause their company name isn't as easy to abbreviate as others.

Today their company is the world's second largest producer oftelevision sets and the third largest manufacturer of mobile phones. Interestingly,while many Smartphone makers are trying to diversify their software platforms andcreate handsets, they have decided to continue using the original operating systemsfor the foreseeable future so as to provide for custom-tailored devices. The

company hasn't ruled out others, but expects the original operating system to be itsprimary platform for the vast majority of its models.


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This strategy is an official one, designed to improve bothcompanies' shares in their respective domains of the wider mobile market. The pactcomes at an important time for both companies. In the past company mergers hasbeen beneficial to both parties involved. The agreement would also create a joint

research and development teams to focus on creating phones with powerfulfeatures available only through the tight integration between hardware andsoftware (not so coincidentally rather like the other powerful smart phones on themarket), along with joint marketing efforts at various price-points around theworld.

Smart TVs and apps

LG Electronics introduced their first Internet TV in 2007,originally branded as "Net Cast Entertainment Access" devices and later renamed

to LG Smart TV when more interactive television features was added, thatenables the audience to receive information from the Internet while at the sametime watching conventional TV programming
http://en.wikipedia.org/wiki/Internet_TVhttp://en.wikipedia.org/wiki/Smart_TVhttp://en.wikipedia.org/wiki/Interactive_televisionhttp://en.wikipedia.org/wiki/Interactive_televisionhttp://en.wikipedia.org/wiki/Smart_TVhttp://en.wikipedia.org/wiki/Internet_TV


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Sony

Sony was founded in 1946 by Masaru Ibuka and Akio Morita. The twocomplemented each other with a unique blend of product innovation and marketing

savvy, and formed a company that would eventually grow into a more than $60

billion global organization.

In 1950, in post-war Japan, Ibuka and Morita created Sonys first hardware device,

a tape player/recorder called the G-TYPE recorder. Materials were in such high

demand that the first tapes were made of paper with hand painted magnetic

material applied by Sonys first engineers.

Ibuka was a practical visionary who could foretell what products and technologies

could be applied to everyday life. He inspired in his engineers a spirit of innovation

and pushed them to reach beyond their own expectations. Ibuka also fostered an

exciting working atmosphere and an open-minded corporate culture. In the

founding prospectus, he wrote of his wish to build a company whose employees

gained satisfaction and pleasure from their work and his desire to create a fun,

dynamic workplace.

Through Ibukas persistence, the magnetic tape recorder evolved from the G-

TYPE recorder into the Model P (for "Portable"), which became the companys

first profitable product.

In 1953, the company earned licensing rights to the transistor from Western

Electric. Ibuka urged his engineers to improve production methods with the goal of

creating a consumer product, the transistor radio. In 1955, the TR-55, Japans first

transistor radio was launched. And, in 1957, Sony released the worlds first pockettransistor radio, establishing a market leadership position for the company.


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Akio Morita was a true marketing pioneer who was instrumental in making Sony a

household name all over the world. He was determined to establish the Sony brand.

In fact, he turned down an order of 100,000 radios from Bulova because they

wanted the radios to carry Bulovas name. Morita responded to Bulova saying,

"Fifty years from now, I promise you that our name will be just as famous as yourcompany name today." His words could not have been more prophetic.

And it was after Moritas first trip to the United States that he suggested to Ibuka

that the company name be changed from Tokyo Tsushin Kogyo to one that was

easily pronounceable and recognizable. The company name "Sony" was created by

combining two words. One is "sonus" in Latin, which is the root of such words as

"sound" and "sonic." The other is "sonny" meaning little son. The words were used

to show that Sony is a very small group of young people who have the energy and

passion toward unlimited creation.

Video innovation was also a priority for Sony engineers. The road towards

building a high quality color television set was quite a struggle, but on October 15,

1967, a new cathode-ray tube was completed. The new color television was named

Trinitron - derived from the word "trinity," meaning the union of three, and

"tron" from electron tube. Since its introduction in 1968, the Trinitron television

has set the standard for picture quality and design.

As a proponent of global localization, Morita familiarized himself with local

economies and set up manufacturing plants all over the world. When Sony

constructed a Trinitron color television assembly plant in San Diego, California,

in 1972, it became the first Japanese-based consumer electronics manufacturing

facility in the United States.

Further, without Morita, the world would never have known the Walkman

personal stereo. His excitement and faith in the products future success was thetrue driving force behind its existence.


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At first, the Walkman was poorly received by retailers. Eight out of ten Sony

dealers were convinced that a cassette player without a recording mechanism had

no real future. However, the products compact size and excellent sound quality

attracted consumers and, ultimately, ignited the personal audio revolution.

Kazuo Iwama was a detail-oriented person, admired for his scientific knowledgeand discipline. He was made president of Sony in 1976, and became thoroughly

involved in developing the "charged coupled device" or CCD which paved the way

for the camcorder and digital still camera. While he was president, Sony launched

the Betamax video cassette recorder. His tenure ended with his passing away in

1982, but not before the launch of the compact disc player another Sony

innovation that changed the way people listened to music.

For more than 40 years, North America has had a love affair with the Sony brand.

During that time, Sony has created numerous products and technologies that havehelped make consumers' lives easier, more enjoyable and more productive. At thesame time, the company has earned a solid reputation for quality, reliability,innovation and stylish design. In fact, the Harris Poll has identified Sony as a topbrand in America, as the company has held the top three positions over the past 12years including the number one position for nine years.

The company is committed to maintaining a leadership position in consumerelectronics, broadcast and professional systems and information technologyproducts. Sony is also committed to developing new technologies that reflect the

networked convergence of audio, video and information technology.

Sony Electronics is the largest component of Sony Corporation of America, theU.S. holding company for Sony's U.S.-based electronics and entertainmentbusinesses. Sony's principal U.S. businesses include: Sony Electronics Inc., SonyBMG Music Entertainment Inc.; Sony Pictures Entertainment; Sony BroadbandEntertainment; Sony Computer Entertainment America and Sony WonderTechnology Lab.

Sony Electronics Inc is headquartered in San Diego, Calif. and is a leadingprovider of audio/video electronics and information technology products for theconsumer and professional markets. Operations include research and development,design, engineering, manufacturing, sales, marketing, distribution and customerservice.


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Panasonic

Panasonic was founded in 1918 by Konosuke Matsushita first sellingduplex lamp sockets. In 1927, it produced a bicycle lamp, the first product itmarketed under the brand name National. It operated factories in Japan and other

parts of Asia through the end of World War II, producing electrical componentsand appliances such as light fixtures, motors, and electric irons.

After World War II, Panasonic regrouped and began to supply thepost war boom in Japan with radios and appliances, as well as bicycles.Matsushita's brother-in-law, Toshio Iue founded Sanyo as a subcontractor forcomponents after WWII. Sanyo grew to become a competitor to Panasonic, but therivalry settled down and Sanyo were soon to be a subsidiary of Panasonic inDecember 2009.

In 1961, Konosuke Matsushita traveled to the United States and metwith American dealers. Panasonic began producing television sets for the U.S.market under the Panasonic brand name, and expanded the use of the brand toEurope in 1979.

The company used the National trademark outside of North Americaduring the 1950s through the 1970s. (The trademark could not be used in the USA,probably because it was already in use by the National Radio Company who wereoperating in a closely related product area.) It sold televisions, hi-fidelity stereoreceivers, multi-band shortwave radios, and marine radio direction finders, oftenexported to North America under various U.S. brand names. The company alsodeveloped a line of home appliances such as rice cookers for the Japanese andAsian markets. In India, Panasonic is among the top 100 Most Trusted brandslisted by The Brand Trust Report . Rapid growth resulted in the company openingmanufacturing plants around the world. National/Panasonic quickly developed areputation for well-made, reliable products.

The company debuted a hi-fidelity audio speaker in Japan in 1965with the brand Techniques. This line of high quality stereo components became

worldwide favorites. The most famous products being its turntables, such as theSL-1200 record player, known for its high performance, precision, and durability.Throughout the 1970s and early 1980s, Panasonic continued to produce high-quality specialized electronics for niche markets such as shortwave radios, as wellas developing a successful line of stereo receivers, CD players, and othercomponents.
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In 1983 the Panasonic Senior Partner IBM PC compatible computerfeatured a built-in printer and became the first Japanese-made computer to offerfull IBM compatibility ince 2004, Toyota has used Panasonic batteries for itsToyota Prius, an environmentally friendly car made in Japan.

On January 19, 2006 Panasonic announced that, starting in February,it will stop producing analog televisions (then 30% of its total TV business) toconcentrate on digital TVs.

On November 3, 2008 Panasonic and Sanyo were in talks, resultingin the eventual acquisition of Sanyo. The merger was completed in December2009, and resulted in a mega-corporation with revenues over 11.2 trillion (around$110 billion). As part of what will be Japan's biggest electronics company, theSanyo brand and most of the employees will be retained as a subsidiary.[18][19]

In November 1999, the Japan Times reported that Panasonicplanned to develop a "next generation first aid kit" called the Electronic HealthChecker. At the time, the target market was said to be elderly people, especiallythose living in rural areas where medical help might not be immediately available,so it was planned that the kit would include support for telemedicine. The kits werethen in the testing stage, with plans for eventual overseas distribution, to includethe United States

Panasonic is ranked on 6th place out of 18 in Green peaces Guide

to Greener Electronics (company shares 6th place with its competitors Motorolaand Sony). The company mainly gains its points for the voluntary take-back of itsproducts, in particular for launching the first programmed for the take-back of TVsin a non-OECD country. Despite this, it is still weakest on the criteria relating to e-waste and recycling and scores best on the chemicals and energy criteria.The company is aiming to discontinue use of PVC in internal wiring of newproducts globally by March 2011. [31] It is also planning to eliminate the use ofPVC in notebooks by the end of 2011 globally. All new models of mobile phonesand computers should be free of BFRs by 2011, but there is no commitment to

eliminate BFRs and PVC from Panasonics whole product portfolio.

[32]

Panasonic gets full marks in the Green peaces ranking forreporting that 100% of new models of TVs meet the latest ES requirement, andmost models (nearly 84%) exceed the standby mode requirement by 70% or more
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Consumer

Consumer is a broad label for any individuals or households that

use goods and services generated within the economy. The concept of a consumer

occurs in different contexts, so that the usage and significance of the term may

vary.

In economics and marketing

The "consumer" is the one who consumes the goods and servicesproduced. As such, consumers play a vital role in the economic system of a nationbecause in the absence of the effective demand that emanates from them, theeconomy virtually collapses. Mahatma Gandhi said a customer is the mostimportant visitor in our premises. He is not dependent on us, we are on him. He isnot an interruption to our work; he is the purpose of it.

Typically when business people and economists talk ofconsumers they are talking about person as consumer, an aggregated commodityitem with little individuality other than that expressed in the buy/not-buy decision.However there is a trend in marketing to individualize the concept. Instead ofgenerating broad demographic profiles and psycho-graphic profiles of marketsegments, marketers have started to engage in personalized marketing, permissionmarketing, and mass customization.[1]

There is increasing backlash from the public over use of the label

"consumer" rather than "customer", with many finding it offensive and derogatory.
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In law and politic

The law primarily uses the notion of "consumer" in relation to consumer

protection laws, and the definition of consumer is often restricted to living persons(i.e. not corporations or businesses) and excludes commercial users.[3] A typicallegal rationale for protecting the consumer is based on the notion of policingmarket failures and inefficiencies, such as inequalities of bargaining powerbetween a consumer and a business.[4] As of all potential voters are alsoconsumers, consumer protection takes on a clear political significance.

Concern over the interests of consumers has also spawned much activism,as well as incorporation of consumer education into school curricula. There are

also various non-profit publications, such as Consumer Reports and ChoiceMagazine, dedicated to assist in consumer education and decision making, andConsumer Direct in the UK.

In India, the Consumer Protection Act 1986 clearly differentiates aconsumer as consuming a commodity or service either for his personal domesticuse or to earn his livelihood. Only consumers are protected as per this act and anyperson, entity or organization purchasing a commodity for commercial reasons areexempted from any benefits of this act.[5]Furthermore, Indian case law has quite afew references on how to distinguish a consumer from a customer.

Brand preference

Measure of brand loyalty in which a consumer will choose a particular

brand in presence ofcompeting brands, but will accept substitutes if that brand is

not available.

Measures of Brand Preference attempt to quantify the impact of

marketing activities in the hearts and minds of customers and potential customers.

Higher Brand Preference usually indicates more revenues (sales) and profit, also

making it an indicator of company financial performance.
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People begin to develop preferences at a very early age. Within any productcategory, most consumers have a group of brands that comprise their preference set.These are the four or five up market brands the consumer will consider whenmaking a purchase. When building preference, the goal is to first get on the

consumers preference sets, and then to move up the sets hierarchy to become thebrand consumers prefer the most their up market brand. Gaining and maintainingconsumer preference is a battle that is never really won.

Definitions of brand preference are as follows:-

Selective demand for a company's brand rather than a product; the degree towhichConsumers prefer one brand over another

The percentage of people who claim that a particular brand is their firstchoice.

In every product category, consumers have more choices, more information

and higher expectations than ever before. To move consumers from trial to

preference, brands need to deliver on their value proposition, as well as dislodgesomeone else from the consumer's existing preference set.

Preference is a scale, and brands move up, down and even off that scalewith and without a vigilant brand management strategy. Pricing, promotional dealsand product availability all have tremendous impact on the position of our brand inthe consumers preference set. If all things are equal, the best defense is to make usmore relevant to consumers than the competition. The brands potential can only befulfilled by continually reinforcing its perceived quality, up market identity andrelevance to the consumer. The same branding activities that drive awareness alsodrive preference. And, while awareness alone will not sustain preference, it willimprove the brands potential for building and maintaining preference.


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With a great story and a large enough investment, awareness can be attainedrather quickly. It takes time, however, and constant revaluation to build brand

preference. Aristotle professed, We are what we repeatedly do. Excellence then isnot an act, but a habit. Attaining and sustaining preference is an important step onthe road to gaining brand loyalty. The ability to generate more revenue, gain greatermarket share and beat off the competition is the reward given by consumer towardparticular brand.

Brand preference is the Selective demand for a company's brand rather than aproduct; the degree to which consumers prefer one brand over another. In an attempt

to build brand preference advertising, the advertising must persuade a targetaudience to consider the advantages of a brand, often by building its reputation as along-established and trusted name in the industry. If the advertising is successful, thetarget customer will choose the particular brand over other brands.

Construction

There are at least three classes of methodologies to measure Brand Preferencedirectly:

Survey questions (self-report, unaided preference) Brand choice measures (choice of preferred brand from a competitive set of

brands) Constant sum measures (planned purchases amongst a competitive set of

brands)
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Objectives

I have identified following objectives in my project:

To identify the brands that users are aware for television.

To know brand preference.

To identify various features while purchasing television.

To know about brand image of Sony companys television.

Identifying various sources of information that people are using for choosing

or knowing particular brand.

To study the major players in the television industry.

To know brand preference of the customer.


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MARKET RESEARCH

1.Introduction:

Market research is an orderly, objective way of teach about people the

people who buy from you or might buy or purchase a product from the

organization. Managers need information in order to introduce products and

services that create value in the mind of the customer. But the perception ofvalue is a subjective one, and what the customers value this year may be quite

different from what they value next year. As such, the attributes that create

value cannot simply be deduced from common knowledge. Rather, data must

be collected and analyzed. The goal of marketing research is to provide the

facts and direction that managers need to make their more important

marketing decisions.

To maximize the benefit of marketing research, those who use it need to

understand the research process and its limitations.

2.Marketing Research vs. Market Research:

Although these terms often are used interchangeably, technically there

exists a difference between them. Market research deals specifically with the

gathering of information about a market's size and trends. Marketing researchcovers a wider range of activities. While it may involve market research,

marketing research is a more general systematic process that can be applied

to a variety of marketing problems.


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2.1 Need of Market Research:

It is impossible to sell people what they dont want. That is obvious. Just

as obvious is the fact that nothing could be simpler than selling people what

they do want. Market research is essential in helping you find out what people

want. Market research provides what you need to get sound information

about your product, service or market so you can develop good marketing and

business strategies.

All businesses, big and small, old and new, need to do market research.

A common feeling of many small business owners is that they dont need to do

market research as they already have a feel for their customer market, giventheir long experience. However, experience, though useful, can lead to a false

sense of knowing. Be careful as information gathered randomly over the years

may be out of date, vague, biased or of a folk tale nature. Business owners

cant afford to make errors in judgment. Their savings, their families future

and their business reputations are at stake. Market research is thus a critical

step.

2.2 When should I do market research?

Market research is not a one time only activity. It needs to be done on

an ongoing basis and whenever a major business decision needs to be made. It

usually needs to be done:

before starting a new business

when introducing a new product or service

to maintain your existing business


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2.3 How to do market research?

The more one spends on market research, the less money he will pay to

consultants and the more insight he will have regarding his product/service

and market. Start is done by doing some indirect market research. Gathering

of information that is already available at little or no cost is next step. Existing

businesses can look at their records and talk to employees. All businesses are

well- advised to read government reports, food industry magazines, trade

association surveys and other documents. Be sure to talk to people directly

and indirectly involved in your own industry. Always check to see what your

competition is doing.

One may then need to do some direct market research. In other words,

generate some information oneself which might include such things as

conducting a pilot test of your new product, doing a telephone survey, or

observing the numbers and types of people who shop locally. This type of

market research, since it is often more complicated than indirect market

research, can benefit from the expertise of a market research professional.

This doesnt necessarily mean turning the entire research project over to a

consultant. Rather, it may mean the consultant does some work (e.g., develop

a questionnaire) and you do some work (e.g., according to the product or

service you provide). So, although there is a need for specialists and

consultants, they arent needed to solve every problem. With additional

reading on the subject, even those with no formal market research training

can take an active role in conducting their own market research.


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THE MARKET RESEARCH PROCESS

Market research, like many other components of marketing, can bequite simple or very complex. One might conduct a simple market research

such as including a questionnaire in ones customer bills to gather

demographic information about ones customer. On the more complex side,

one might engage a professional market research firm to conduct primary

research to aid in developing a market strategy to launch a new product.

Regardless of the simplicity or complexity of the marketing research project,

the organization needs to review the seven steps in the market research

process

.

Step 1: Define Marketing Problems and Opportunities

The market research process begins with identifying and defining the

problems and opportunities that exist for your business, such as:

Launching a new product or service.

Low awareness of your company and its products or services.

Low utilization of your company's products or services. (The market is

familiar with your company, but still is not doing business with you.)

A poor company image and reputation.

Problems with distribution, i.e., your goods and services are not

reaching the buying public in a timely manner.


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Step 2: Set Objectives, Budget and Timetables

Objective

With a marketing problem or opportunity defined, the next step is to setobjectives for your market research operations. Your objective might be to

explore the nature of a problem so you may further define it. Or, perhaps it is

to determine how many people will buy your product packaged in a certain

way and offered at a certain price. Your objective might even be to test

possible cause and effect relationships. For example, if you lower your price

by 10 percent, what increased sales volume should you expect? What impact

will this strategy have on your profit?

Budget

How much money are you willing to invest in your market research?

How much can you afford? Your market research budget is a portion of

your overall marketing budget. A method popular with small business owners

to establish a marketing budget is to allocate a small percentage of gross sales

for the most recent year. This usually amounts to about two percent for an

existing business. However, if you are planning on launching a new product or

business, you may want to increase your budget figure, to as much as 10percent of your expected gross sales. Other methods used by small businesses

include analyzing and estimating the competition's budget, and calculating

your cost of marketing per sale.

Timetables

Prepare a detailed, realistic time frame to complete all steps of the

market research process. If your business operates in cycles, establish target

dates that will allow the best accessibility to your market. For example, a

holiday greeting card business may want to conduct research before or

around the holiday season buying period, when their customers are most

likely to be thinking about their purchases.


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Step 3: Select Research Types, Methods and Techniques

There are two types of research: primary research or original

information gathered for a specific purpose and secondary research or

information that already exists somewhere. Both types of research have a

number of activities and methods of conducting associated with them.

Secondary research is usually faster and less expensive to obtain that

primary research. Gathering secondary research may be as simple as making atrip to your local library or business information center or browsing the

Internet.

There are two ways to do market research:

Secondary Research

Involves analyzing information that already has been gathered for

another purpose.

Primary Research

Involves collecting new information to meet your specific needs.

Primary research can be:
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Qualitative:

Gathering descriptive information, usually representing verbal

or narrative data through open-ended interviews or focus groups.

o Open-ended interviews are composed of questions that cannot be

answered with a simple yes or no. This type of interview gives you

a lot of information, but is time consuming for both you and the

person you are interviewing. The greatest benefit to you is that

you will learn a lot about the group you are studying including

common trends, emotional motivators, and general likes and

dislikes of your primary market.

o Focus groups should be lead by professionals skilled in leading

small groups of 6 to 12 people through a series of questions

ranging from specific to general in nature. Usually, focus group

sessions last for at least an hour. Since focus groups must be lead

by trained professionals to be most effective, they are the most

expensive form of market research.

Quantitative:

Gathering numerical information that can be analyzed

statistically through surveys.

o Surveys take longer to develop, but are generally easier to

administer than other types of market research. Since they take

less time to complete, people are usually more willing to answer

them. Also, surveys provide excellent information if they are well-

constructed with thoughtful questions. The easiest and most cost

effective way to conduct surveys is either by telephone or where

the product is sold.
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Step 4: Design Research Instruments

The most common research instrument is the questionnaire. Poorly

designed questionnaires do not uncover the information you are seeking.

Pretest any question with a few people to see which questions are being

misunderstood or are not effective in drawing out the type of response you

are interested in. Keep these tips in mind when designing your market

research questionnaire.

Keep it simple.

Include instructions for answering all questions included on the survey.

Begin the survey with general questions and move towards more specific

questions.

Keep each question brief.

If the questionnaire is completed by the respondent and not by an

interviewer or survey staff member, remember to design a questionnaire

that is graphically pleasing and easy to read.

Remember to pre-test the questionnaire. Before taking the survey to the

printer, ask a few people-such as regular customers, colleagues, friends or

employees-to complete the survey. Ask them for feedback on the survey's

style, simplicity and their perception of its purpose.

Mix the form of the questions. Use scales, rankings, open-ended questions

and closed-ended questions for different sections of the questionnaire. The

"form" or way a question is asked may influence the answer given.

There are two common formats for questions:

Closed-ended questions

Open-ended questions


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1.Closed-ended questions

Respondents choose from possible answers included on the

questionnaire. Types of closed-end questions include:

True/False questions which offer respondents the ability to answer yes

or no.

Multiple choice questions which offer respondents one or more choices

from a list of several answers.

Scales refer to questions that ask respondents to rank their answers or

measure their answer at a particular point on a scale. For example, a

respondent may have the choice to rank their feelings towards aparticular statement. The scales have values such as Strongly Disagree,

Disagree, Indifferent, Agree, and Strongly Agree.

2.Open-ended questions

Respondents answer questions in their own words. Completely

unstructured questions allow respondents to answer any way they choose.

Types of open-ended questions include:

Word association questions ask respondents to state the first word that

comes to mind when a particular word is mentioned.

Sentence, story or picture completion questions ask respondents to

complete partial sentences, stories or pictures in their own words. For

example, a question for commuters might read: "My daily commutebetween home and office is _____ miles and takes me an average of ______

minutes. I use the following mode of transportation: _______.


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Step 5: Collect Data

To help one to obtain clear, unbiased and reliable results, collect the

data under the direction of experienced researchers. Before beginning the

collection of data, it is important to train, educate and supervise your researchstaff. An untrained staff person conducting primary research will lead to

interviewer bias. Stick to the objectives and rules associated with the methods

and techniques you have set in Step Two and Step Three. Try to be as

scientific as possible in gathering your information.

Step 6: Organize and Analyze Data

Once your data has been collected, it needs to be assembled into a

format in which it can be analyzed easily. This involves editing, coding and

tabulating the responses. Well-designed questionnaires can make a difference

in how easy this step is. Some helpful tips for organizing and analyzing your

data are:

Look for relevant data that focuses on your immediate market needs.

Rely on subjective information only as support for more general

findings of objective research. Look for consistency across different data sources. As an example, are

the market demographics provided to you from the local media outlet

consistent with your survey results?

Quantify your results; look for common opinions that may be combined.

Read between the lines. For instance, compare U.S. Census Bureau

statistics on median income levels for a given location with the number

of homeowners vs. renters in the area.


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Step 7: Present and Use Marketing Research Findings

Once marketing information about your target market,

competition and environment is collected and analyzed, present it in an

organized manner to the decision makers of the business. For instance, youmay want to report your findings in the market analysis section of your

business plan. Also, you may want to familiarize your sales and marketing

departments with the data or conduct a company-wide informational training

seminar using the information.

The data gathered was created to help guide your business decisions, so

it needs to be readily accessible and understandable to the decision makers.

TYPES OF RESEARCH STUDIES

There are four major classifications of research designs which are discussed

below:

OBSERVATIONAL RESEARCH:

There are many types of studies which could be defined as observational

research including case studies, ethnographic studies, and ethological studies,etc. the primary characteristic of each of these types of studies is that

phenomenon are being observed and recorded. Often times, the studies are

qualitative in nature. Surveys are often classified as a type of observational

research.

CORELATIONAL RESEARCH:

In general, co relational research examines the co variation of two or more

variables. For example, the early research on cigarette smoking examines theco variation of cigarette smoking and a variety of lung diseases. These two

variables, smoking and lung disease were found to co vary each other. It is

often conducted as exploratory or beginning research. Once variables have

been identified and defined, experiments are conductible.


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Research Methodology

Sample size

100

Area of Survey

Bhavnagar city

Time period

9TH may to 25TH June 2011.

Types of data

Primary data

Secondary data

Method of sampling

Convenient Sampling

Tools used in research

Questionnaire

Data Analysis Method

Graphical method


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Data Analysis

and

Interpretation


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1. What is your family size?

( ) 1-3 ( ) 4-6

( ) 7-10 ( ) More then 10

Family Member Feed back Percentage

1-3 10 10

4-6 50 50

7-10 25 25More then 10 15 15

Interpretation

As far as this research is concerned, I have to focus on family size with more

than 3 members. So the portion of 1 to 3 members is only 10%.

Family size

1 to 3

4 to 6

7 to 10

more than 10


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2. What is your family income?

( ) Less then 1 lac ( ) 1-3 lac

( ) 3-5 lac ( ) More then 5 lac

Family income Feed back percentage

Less than 1 lac 10 10

1-3 lac 50 50

3-5 lac 25 25

More than 5 lac 15 15

Interpretation

Most of Respondents were from the with the income level of almost 1 to 3lack. In this research more than 90% of the respondent having salary more

than 10000, which indicate that people is having purchasing capacity.

10%

50%

25%

15%

less then 1 lac 1-3 lac 3-5 lac more then 5 lac


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3. What is your occupation?

( ) Business ( ) Service

occupation Feed back percentage

Businss 30 30

service 70 70

Interpretation

70% of the respondents were service class back ground, and rest were 30%

respondent belong to business.

Business Service

30

70

percentage

percentage


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4. Which brand of TV(s) do you own at your home?

( ) Samsung ( ) LG

( ) Sony ( ) Panasonic

( ) Others ( ) Multiple

BRANDS NAME FEED BACK PERCENTAGE

SAMSUNG 20 20

LG 15 15

SONY 35 35

PANASONIC 7 7

OTHERS 13 13

MULTIPLE 10 10

Interpretation

Sony was the most prefer brand how ever there were people with the imclination

toward samsung, LG, Panasonic and others. There were 10% of people who prefer

multiple brands.

SAMSUNG20%

LG

15%

SONY

35%

PANASONIC

7%

OTHERS13%

MULTIPLE

10% NO.OF RESPONENTS


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5. What is the size of your TV?

( ) 14 ( ) 21

( ) 28 ( ) 32


Size of TV(s) No. Of Respondents Ratio

14 6 6

21 40 40

28 22 22

32 20 20

Others 8 8

Multiple 4 4

Interpretation

Most of respondent were having 21 screen TV. There were 22%

people with TV screen of 28 and 20% people with TV Screen of 32 rest had

other size of TV.

14"

6%

21"

40%

28"

22%

32"

20%

Others

8%

Multiple

4% Ratio


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6. What type of the TV you like to have?

( ) LCD ( ) LED

( ) Flat screen ( ) Plasma

Tyes of Tv No.Of

Respondent

Percentage

LCD 45 45

LED 30 30

FLAT SCREEN 23 23

PLASAMA 2 2

Interpretation

45% of the respondent liked LCD TV. 30% Liked LED and 23%

Liked Flat screen and there is only 2% resopondents liked plasama television.

45%

30%

23%

2%

Percentage

LCD LED FLAT SCREEN PLASMA


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7. Since how long you are using your current TV?

( )


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8. Have you any other TV before your present TV in past?

( ) Yes ( ) No

If YES,

(1)Which was the brand? Give the name.

(2)What type of TV?

Answer No. Of Respondents Percentage

Yes 65 65

No 35 35

Interpretation

65% respondents had another TV in the past and 35% were not having

any kind of TV.

yes No

65

35

percentage

percentage


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9. Among all the advertisements you see for TV brands, whichbrands an

advertisement have attracted you the most?

( ) Sony ( ) LG

( ) Samsung ( ) Panasonic

( ) Others ( ) Multiple Brand

Brands Of TV(S) No. Of

Respondents

Percentage

SONY 33 33

LG 25 25

SAMSUNG 28 28

PANASONIC 6 6

OTHERS 6 6

MULTIPLE BRANDS 8 8

Interpretation

In the Advertisement world, Sony defeated all other brands including Samsung and

LG.

31%

24%

26%

6%

6% 7%

PercentageSONY LG SAMSUNG PANASONIC OTHERS MULTIPLE BRANDS


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10.What do you see while choosing a TV? (Give rank)

( ) Brand Name ( ) Resolution

( ) Type ( ) Price

( ) Discount/accessories ( ) Schemes


Features No. Of Respondents Percentage

Brand Name 9 9

Resolution 1 1

Type 3 3

Price 7 7

Discount/accessories 5 5

Schemes 4 4

Others 0 0

Multiple 71 71


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Interpretation

Consumer are becoming more and more intelligent these days. They dont see one

or two parameters of the television while buying TV. They are looking after

multiple parameters like brand name, resolution, type, price, scheme etc.

91 3 7 5 4 0

71

Percentage


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11. When you hear the word TV, which brand instantly comes to your mind?

( ) Sony ( ) LG


( ) Others [Please specify name: ..]

Brands Names No. Of Respondents Percentage

SONY 41 41

LG 29 29

SAMSUNG 25 25

PANASONIC 3 3

OTHERS 2 2

Interpretation

According to Respondents Sony has the highest Brand image value

among all other brand.

41%

29%

25%

3%2%

Percentage

SONY LG SAMSUNG PANASONIC OTHERS


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12. Are you satisfied with the current brand of your TV?

( ) Yes ( ) No

If NO,

Which brand you would like to prefer? Name:

..

Answer No. Of

Respondents

Percentage

Yes 62 62

No 38 38

Interpretation

62% of respondent were satisfied with the current TV due to some reason 38%

respondent were dissatisfied with their current TV.

0

10

20

30

40

50

60

70

Yes No

Percentage

Percentage


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13. What do you think when you hear about the Sony companys TV?

( ) Bad ( ) Average

( ) good ( ) very good

( ) excellent

Sonys Position No. Of respondents Percentage

Bad 2 2

Average 17 17

Good 31 31

Very good 47 47

Excellent 3 3

Interpretation

Most of 47% percent respondent say that sony is the very good company in the TV

industry and 3% respondents say that sony is a very excellent company.

BADAVERAGE

GOOD

VERY GOOD

EXCELLENT


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---: Limitation: ---

This Research work has some limitation, because of its done

through questionnaire method.

Limited timings.

The sample size is limited.

There is a possibility that respondent dont give correct

information and co operation of the respondent is highlyrequired.

Due to limitation of time and large area to cover sample are

taken on the random basis.


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---: Finding: ---

From the table and bar chart it is clear that Sony is probably most

preferred brand for the people of the Bhavnagar city

The market of the Sony is high because of media (advertisement)

and quality

In this project almost 71% of respondents wants multiple benefits

from their television.

In this research 62% of respondents are satisfied with their current

television.In this research more than 90% of the respondent having salary

more than 10000, which indicate that people is having purchasing

capacity.

Family size also has an impact on the television industry.

I found that most of family prefer for the 21 size of television at

their home.

Most of the respondents were using their current TV for 1 to

5years.

45% of the respondent liked LCD TV. 30% Liked LED and 23%

Liked Flat screen.


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---: Suggestion: ---

Company is having a distribution ship with Sony. After doing this

research study we can say that numbers of Sony user are more as

compare to other brand of the television. So company is in the

right way.

Company should try to increase the awareness of its product

because some of the people dont know which brand of television

Tak Home Agency has.

Many respondents are moving towards the Sony Companys

television.

Consumer are becoming more and more intelligent these days.

They dont see one or two parameters of the television while

buying TV. They look after multiple parameters like brand name,

resolution, type, price, scheme, cost efficiency etc.

Now a days demand of the people is LCD type of the television so

company should focus on that area.

Many customers want discount or accessories or schemes while

purchasing television. So company should think on this.


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---:Conclusion: ---

From this report I finally conclude that most of the users of

television would prefer multiple features of TV.

Among these features I found that Sony is the best brand which

can represent high quality features and has successfully created

good brand image in the mind of people.

That is why this brand is highly popular in the current market.


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---: BIBLIOGRAPHY: ---

Newspapers & Magazines

Research Methodology by C.R.Kothari

Marketing Management by Philip Kotler

www.Whirlpool.com

www.lg.com

www.samsung.com

www.sony.com

www.pansonic.com

www.wikipedia.org
http://www.whirlpool.com/http://www.whirlpool.com/http://www.lg.com/http://www.lg.com/http://www.samsung.com/http://www.samsung.com/http://www.sony.com/http://www.sony.com/http://www.sony.com/http://www.samsung.com/http://www.lg.com/http://www.whirlpool.com/


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---QUESTIONNAIRE: ---

Respondents Name:

Age Group: ( ) Under 12 ( ) 12 to 25

( ) 26 to 50 ( ) Above 50

Gender: ( ) M ( ) F

1. What is your family size?

( ) 1-3 ( ) 4-6

( ) 7-10 ( ) More then 10

2. What is your family income?

( ) Less than 1 lac ( ) 1-3 lac

( ) 3-5 lac ( ) More than 5 lac


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3. What is your occupation?

( ) Business ( ) Service

4. Which brand of TV(s) do you own at your home?

( ) Samsung ( ) LG

( ) Sony ( ) Panasonic


5. What is the size of your TV?

( ) 14 ( ) 21

( ) 28 ( ) 32


6. What type of the TV you like to have?

( ) LCD ( ) LED

( ) Flat screen ( ) Plasma


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7. Since how long you are using your current TV?

( )


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10.What do you see while choosing a TV?( give rank )

( ) Brand Name ( ) Resolution

( ) Type ( ) Price

( ) Discount/accessories ( ) Schemes


11.When you hear the word TV, which brand instantly comes to your mind?

( ) Sony ( ) LG


( ) Others *Please specify name: ..+

12.Are you satisfied with the current brand of your TV?

( ) Yes ( ) No

If NO,

Which brand you would like to prefer? Name: ..

13.What do you think when you hear about the Sony companys TV?

( ) Bad ( ) Average

( ) good ( ) very good

( ) excellent


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