A

WINTER PROJECT REPORT

ON
CUSTOMERS PERCEPTION TOWARDS 4PS FOR SONY LCD TELEVISION WITH
RESPECT 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

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

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.

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 tough
competitive 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 what 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 my
sample 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.

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.

INDEX

Sr. No

Topic

Page. No

Title Page
Company Certificate
College Certificate
Declaration
Acknowledgement
Executive Summary
1.

Introduction of Industry

2.

Introduction of Organization

12

3.

Literature Review

30

4.

Research Methodology

36

4.1

Introduction

37

4.2
4.3

Objective of the study

Significance of the study

37
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
4.11
4.12

Sampling Frame
Tools of gathering data
Geographical area

40
40
41

4.13

Source of data

41

4.14
4.15

Plan for data analysis

Limitations of the study

41
42

Sr. No

Topic

Pg. No

5.

Data Analysis and Interpretation

43

6.

Findings

67

7.

Recommendations

70

8.

Conclusion

73

9.

Bibliography

75

10.

Annexure

77

LIST OF TABLES

Sr. No

Topic

Pg. No

1.1.1

Table showing leading consumer durables companies

and their market share in %

1.1.2

Table showing market size of consumer durables goods

in units

1.1.3

Table showing ETOP of consumer durables industry

2.1

Table showing company profile of Sony

13

2.2

Table showing Sonys sales and distribution by

geographical area in 2009
Table showing awards and recognitions of year 2011

18

2.3

23

2.4

Table showing awards and recognitions of year 2009

23

2.5

Table showing awards and recognitions of year 2008

24

2.6

Table showing Sony Center Profile

29

4.1

39

5.1.1

Table showing numbers of satisfied and dissatisfied

respondents
Table showing gender wise respondents

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 USB

Port

50

44

Sr. No

Topic

Pg. No

5.2.4

Table showing response towards good quality of

Bluetooth

51

5.2.5

Table showing response good quality of SD Card slot

52

5.2.6

Table showing response towards good quality of HDMI

Port

53

5.2.7

Table showing response towards good quality of 3D

Resolution
Table showing response towards conveniences of after
sales services
Table showing response towards reasonableness of
initial price

54

5.2.10

Table showing response towards conveniences of EMI

facilities and payment options offered

57

5.2.11

Table showing response towards attractiveness of

discounts offered
Table showing response towards reasonableness of
corporate discounts offered
Table showing response towards reasonableness of
vouchers offered
Table showing response towards easy availability at
retail stores
Table showing response towards reputation of dealers

58

5.2.16

Table showing response towards attractiveness and

convenience of ambience of store of dealers

63

5.2.17

Table showing response towards entertaining effect of

advertisements
Table showing response towards recommendation to
friends and relatives
Table showing response towards next purchase

64

5.2.8
5.2.9

5.2.12
5.2.13
5.2.14
5.2.15

5.2.18
5.2.19

55
56

59
60
61
62

65
66

LIST OF GRAPHS AND DIAGRAMS

Sr. No

Topic

Pg. No

1.1.1

Graph showing SWOT Analysis of Consumer Durables

Industry

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 USB

Port

50

5.2.4

Graph showing response towards good quality of

Bluetooth

51

5.2.5

Graph showing response good quality of SD Card slot

52

5.2.6

Graph showing response towards good quality of HDMI

Port

53

5.2.7

Graph showing response towards good quality of 3D

Resolution

54

5.2.8

Graph showing response towards conveniences of after

sales services
Graph showing response towards reasonableness of
initial price

55

Graph showing response towards conveniences of EMI

facilities and payment options offered

57

5.2.9
5.2.10

56

Sr. No

Topic

Pg. No

5.2.11

Graph showing response towards attractiveness of

discounts offered

58

5.2.12

Graph showing response towards reasonableness of

corporate discounts offered

59

5.2.13

Graph showing response towards reasonableness of

vouchers offered

60

5.2.14

Graph showing response towards easy availability at

retail 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 of

advertisements

64

5.2.18

Graph showing response towards recommendation to

friends and relatives

65

5.2.19

Graph showing response towards next purchase

66